| The Effect of Merchandising on Repurchase Intention of Sports Consumers in Tehran |
| Paper ID : 1446-SPORTCONGRESS |
| Authors |
|
Azam Khalilpour *1, Seyed Hossein Alavi2, Neda Mehrjouyan3 1Assistant Professor of Department of Physical Education, Technical and Vocational University (TVU), Tehran, Iran 2Associate Professor of Department of Physical Education, Technical and Vocational University (TVU), Tehran, Iran 3Department of Physical Education, Technical and Vocational University (TVU), Tehran, Iran |
| Abstract |
| Introduction: In general, merchandising refers to commercial activities at the point of sale aimed at stimulating customer engagement. Additionally, merchandising ensures that Merchandising strategies effectively enhance the visibility and appeal of brands at the point of sale (Scola et al, 2023). Merchandising services encompass all forms of assistance or services provided by sellers to customers to improve the display, presentation, and sale of products (Bide, 2018). This includes the use of design and color, product placement and arrangement, methods to attract customer attention, lighting, and beautification of the environment, among others (Widayati et al., 2019). Therefore, the objective of this research is to examine the impact of merchandising on the repurchase intention of sports consumers. Methods: The present research is correlational in type and is applied in terms of its objective, conducted through a survey method. The statistical population consisted of all consumers of sports goods in the city of Tehran. Non-probability sampling was determined using a purposeful and accessible method using the structural equation modeling formula and the Sobber method (2024) equivalent to 170 people. The data collection tool included the Nasirzadeh and Javanbakhsh Merchandising questionnaire (2020) and the standard customer purchase intention questionnaire of Hang et al. (2011), with confirmed validity and desirable reliability through Cronbach's alpha. Structural equation modeling with SPSS26 and PLS3 software was used to analyze the data. Results: The analysis results indicated that Merchandising has a significant positive effect on consumers' intention to repurchase, with a coefficient of (β=0.714; t=12.844). Conclusion: In general, it can be concluded that Merchandising can elevate customer loyalty from a standard relationship to a valuable experience, which in turn leads to increased satisfaction and a renewed intention to purchase. |
| Keywords |
| Merchandising, Repurchase Intention, Businesses, Sports Consumers |
| Status: Abstract Accepted (Poster Presentation) |
