Investigating the Mediating Role of Consumer Decision-Making Styles in the Effect of Marketing Components on Sports Consumer Satisfaction

People have been engaged in sports activities both individually and collectively for years. Sports consumption, which refers to the process that covers many issues related to sports in the form of playing, watching, listening or reading, is a form of human behavior. The satisfaction of the four marketing components of product, price, distribution and promotion by using the leisure time of the sports consumer effectively and ensuring its continuity in the future process can be ensured by effective utilization of facilities and quality recreation activities. Consumer behaviors, which have a very complex structure, are seen in the form of choosing, buying, using and obtaining. With this study, it is aimed to determine the mediating role of consumer decision-making styles in determining the effect of marketing components in the consumption of sports activities on the satisfaction of sports consumers. In this direction, data were collected in the province of Istanbul, which was determined as the sample. Data were obtained with a questionnaire form created on Google Form. These data were analyzed in line with the model and hypotheses created with these data and it was determined that the marketing components of sports consumption have an impact on the sports consumer and it was concluded that consumer decision-making styles have a positive mediating effect in this regard.

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