Designing and determining the temporal model of neuromarketing of sports goods
Subject Areas : Sport Sciences Quarterly
Pouya Afkhami
1
,
Hosseinh Mikaeili
2
1 - Physical education department, Malekan branch, Islamic Azad University, Malekan, Iran
2 -
Keywords: : Neuromarketing, Sports goods, Sales intelligence, Ethics, Five senses,
Abstract :
Marketing professionals, academics and neuroscientists are trying to understand customer behavior so that they can provide customers with a special experience in the purchasing process. The purpose of this research is to design a new model of neuromarketing, which emphasizes the time dimension of buying sports goods. The present research points out the factors and patterns that buyers of sports goods pay attention to before, during, and after buying goods.In terms of methodology, the present research has a mixed method and is based on observation, interviews, questionnaires and statistical data collected from buyers of sports goods in three centers of Urmia, Tabriz and Sanandaj provinces. The basis for the design of the time model of neuromarketing is the advertising principles of sales and, on the other hand, purchase, which is divided into three time stages: before purchase, during purchase, and finally after purchase. In the current research, two methods of documentary and survey studies have been used to collect information.To identify the factors of time model of neuromarketing, content analysis method and Max Kyuda software were used first. Then, the purposeful sampling method (20 interviews including experts and senior sports officials) was used. In order to validate the obtained results Based on the results obtained from the analysis of interviews and completed questionnaires for the temporal conceptual model of neuromarketing of sports goods, 5 main dimensions and 38 categorical dimensions were identified, which are: the dimension of the five senses (with 5 categories), ethics (with 7 categories).
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