The relation of merchandising s' factors with customers' purchase decision of sport products at Adidas and Puma official stores in Tehran

With the entry of foreign goods to the country we see that the arena is confined to the construction and production of domestic goods and this is a warning signal for economic independence and support for domestic production. The purpose of this study was to determine and prioritize the relationship between merchandising factors with the decision to buy customers of Adidas and Puma sports stores. The research method was descriptive.The most suitable people to respond were customers of Adidas and Puma sports stores, which were considered as a statistical population. To obtain the sample size, the Cochran unspecified sample size formula was used, which estimated the number of samples as 384.The data collection tool was a researcher-made questionnaire. This questionnaire was administered after determining the content and face validity by sports management experts and its reliability was confirmed by Cronbach's alpha test of 0.89. 400 questionnaires were distributed. After collecting and deleting the questionnaires with difficulty, 390 questionnaires were used and statistical analysis was performed .For the research findings in the descriptive statistics section, dispersion indices such as mean, standard deviation, graphs and tables were used. Also, to test the research hypotheses, linear and multiple regression tests were used to determine the importance or significance of each item of merchandising factors with the purchase decision at a significance level of P < 0.05. The statistical results showed that all marketing factors from the customers' point of view are important in the decision at a significant level of P < 0.05