The Effects of Merchandising on Purchasing Behavior of Sports Customers with Emphasis on the Mediator Role of Perceived Value

Subject Areas : Sport Sciences Quarterly

saeed hassanzadeh ¹ , Hasan Farhadi ^{2 *} , Mahboub Sheikhalizadeh ³

1 - M.A, Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran
2 - Islamic Azad University. Ahar Branch
3 - Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran

Received: 2023-09-27 Published : 2025-02-13

Keywords: Merchandising, Purchasing Behavior, Perceived Value, Sports Customers,

Abstract :

Objective: In the current dynamic environment, considering the changing needs and expectations of customers, any system must act more aware and intelligent than before to achieve the goal of high sales and retention of profitable customers. This study examines the effects of merchandising on the purchasing behavior of sports customers with emphasis on the mediator role of perceived value among the customers of Majid brand sports products in Tabriz city. Methodology: For this purpose, 286 sports customers voluntarily filled out the Azodi and Kazemi (2018) and Cheragh Birjandi and Mirmoradzehi (2019) merchandising, the Eggert and Ulaga perceived value (2002) and the Sheikhalizadeh customer purchasing behavior (2019) questionnaires. Structural equation modeling based on the partial least squares was used to analyze the data. Results: The results showed that the merchandising had a positive and significant effect on perceived value and customer purchasing behavior. The mediating effect of perceived value on the relationship between merchandising and purchasing behavior was confirmed (β=0.148; Sig=0.02). According to the results of the model analysis, the proposed model had a good fit (GOF=0.469). Conclusion: Merchandising has a great impact on the customer's purchase behavior, arousal and time spent in the store environment, and leads to a change in the consumer's feeling and causes the customer's in-store behavior to make an impulse buying.