the role of sport shoes packaging as a media in persuading different groups of athletes to buy sport shoes

the aim of this study was to investigate the role of sport shoes packaging in persuading different groups of athletes to buy sport shoes. the methodology was descriptive-survey. the statistical population consisted of 1800 athletes of sport clubs of poldokhtar city. 329 subjects were selected as the sample by morgan table using clustering random sampling method in those clubs. a researcher-made questionnaire was used to collect data and its content validity was approved by experts and its reliability was calculated by cronbach alpha method as α=0.89. results showed that among packaging characteristics, design was the most important factor which played a role in persuading athletes to buy sport shoes while information had the lowest importance. also, design and protection was more important (to persuade to buy sport shoes) to women than men and athletes with no university degrees more than those with bachelor.