Author(s): Aydo?an SOYGÜDEN
The aim of this study was to evaluate the factors affecting sports consumer behavior and to obtain better information about sports consumer behavior. Today, as every sector has consumers, the sectors determine sales strategies in line with the demands of their own consumers. The study is a study conducted in the form of literature review. Theses and articles about consumer behavior in sports have been examined and evaluated. It is seen that consumer behavior in sports has a very variable structure. The expectations of sports consumers are always higher, and it is thought that they are influenced by the economic, technological, scientific and cultural elements of the period. It is seen in our environment that the sports consumer demands new, different, adrenaline and energetic sports activities. As a result, we can say that sports consumer behaviors are very variable and diverse with increasing demand for recreational sports activities. Especially the sports sector with the lower sector portion sporting goods has occurred higher demand. Recently, there has been a high interest in sports tourism, outdoor sports and recreational sports activities. However, the interests of different gender and age groups towards sporting activities continue to increase rapidly. In addition, it is seen that the demand for sports increases with the formation of health awareness in humans. In line with these demands of the sports industry; product, marketing, advertisement, and other elements are suggested to be done by predicting sports consumer behavior.