en مديريت ورزشی و شاخه‌های وابسته بدان Sport Management and its related branches مقاله اصیل Original Article <p dir="ltr" style="text-align: justify;"><span style="font-family:times new roman;"><span style="font-size:12px;">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 socio-cultural 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.</span></span></p> Consumer Behavior, Idea Leaders, References Group, Sport Marketing. 17 25 http://aassjournal.com/browse.php?a_code=A-11-423-3&slc_lang=en&sid=1 Hossein Abdolmaleki h.abdolmaleki@ut.ac.ir 10031947532846003118 10031947532846003118 No Department of Sport Management, Faculty of physical education and sport science, Karaj Branch, Islamic Azad University, Karaj, Iran Zahrasadat Mirzazadeh z.mirzazadeh@um.ac.ir 10031947532846003119 10031947532846003119 Yes Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran Ebrahim Alidoust Ghahfarokhhi e.alidoust@ut.ac.ir 10031947532846003120 10031947532846003120 No Department of Sport Management, Faculty of Sport Sciences, University of Tehran, Tehran, Iran