摘要：One common aspect of all human beings, regardless of education level, income level, location and so on, is that they are 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 mix marketing on sports consumer behavior. This research was survey- descriptive. The study population were included all sports management faculty members in the country. The sampling method was random. Based on the PASS statistical software, research sample size was determined in the range of 84 to 154 people. Data collection instrument was a questionnaire consisting of 38 questions. The validity of questionnaire was content and constructs validity. Reliability of questionnaire according to Cronbach alpha was 0.87. In order to data analyzing was used structural equation modeling and analytic hierarchy process (AHP). The results showed that mix marketing have a significant positive effect on sports consumer behavior. Also social factors prioritize results showed that product with the relative weight of 0.281 is the most important component of mix marketing and then are located service quality (0.221), price (0.175), place (0.108), promotion (.0108) and brand character (0.108). 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.
