A B S T R A C T
The aim of this research is to study and explore customer behavior and the relationships between sports good's consumers based on the results obtained from data mining, using the gathered information, and identifying profitable segments as the target market The research method is quantitative and its purpose is practical The target population of the study is online buyers of sports equipment After determining the variables based on the literature and designing a questionnaire derived from structural equation studies, and obtaining formal and content validity, and after collecting and screening the responses, a total of 300 samples were left for analysis based on thumb rule For reliability, validity, and data fit analysis, SPSS and Amos version 24 software were used, and for data mining, Excel and Weka 3.9.6 software were utilized. The results indicate that metropolitan cities, especially the capital, can be considered as ideal markets for the sale of sports equipment, and in preference among customers, employed and single people can be considered more profitable goals for marketers than unemployed or married people in the field of sports equipment, and women pay more attention to quality in choosing sports products than men, and men's priority in buying sports equipment is more reliant on the aspect of entertainment. |
