One of the common features of all people, regardless of education level, income level and living location and so on, is that all of them are consumers. The key to a successful marketing strategy, both in terms of local and global aspects is to understand consumer behaviour. Therefore, the aim of this study was to identify and prioritise factors affecting sports consumer behaviour in Iran. The study was quantitative-qualitative research. Fuzzy Delphi method was used in this study. In this study, it was found that the marketing mix (product, price, distribution channels, promotion and advertising, service quality and brand personality), psychological factors (attitude, motivation, emotion, perception, past experience and consumer personality), individual factors (income, age, gender and education level), social factors (family, reference groups, social class and opinion leaders) and cultural factors (culture and religion) are factors influencing consumer behaviour. Also, AHP results show marketing mix is the most important influencing factor with 0.323 relative weights, then psychological factors (0.245), individual factors (0.185), social factors (0.141) and cultural factors (0.1077). This study determined companies have to highly pay attention to consumer and covering their demands (better than competitors) to obtain a high competitive advantage. On the other hand, the consumer has different approaches to buy products that are most noticed in programming marketing strategies.

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One common aspect of all human beings, regardless of education level, income level, location and so on, is that they are all consumers. The key of success in marketing strategy both in terms of local and global aspects is understanding consumer behavior. So aim of this study was to investigate the role of socio-cultural factors on sports consumer behavior. This research was survey-descriptive. The study population were included all sports consumers in Tehran. The sampling method was random. Based on the PASS statistical software, research sample size was determined in the range of 321 to 384 people. Data collection instrument was two questionnaires. The validity was content validity and construct validity. In order to data analyzing was used Path analysis and analytic hierarchy process (AHP). The results showed that social factors (social class, idea leaders, family and references group) and cultural factors (culture and religion) have a significant positive effect on sports consumer behavior. Also sociocultural factors prioritize results showed that social class with the relative weight of 0.391 is the most important component. In this study found companies to gain competitive advantage should have be given to customers and meet their needs (better than competitors). In addition, customers buy products with different trends that should be considered in formulating marketing strategies.

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