Abstract
Purpose: The world of sports is experiencing a new era, rapid and extensive changes in all aspects of sports have brought attention to the use of marketing methods and techniques in sports. Every day, millions of dollars are spent on sports in different countries, and the need for sports to solve people's mental and physical problems is becoming more noticeable day by day. Shopping is also an integral part of today's life; At the same time, it brings pleasure and happiness to some consumers and increases their efficiency. But for the financial and mental condition of some others, it creates serious threats. For this reason, the psychological condition of people during the purchase process has been one of the most important topics of researchers' attention in recent decades. The purpose of this study is to use sports psychology to improve customer experience in sports equipment stores. Research design, data and methodology: The current research is descriptive-correlational and applied in terms of purpose, which was conducted in the field. The statistical population of this research included 385 people aged 17 to 40 who consume sports goods in Tehran. who responded to two Edwards "shopping behavior" and "consumer attitude towards shopping" questionnaires by Lee and Trail. Conclusion: According to the results of the research and the degree of effect of brand preference and the lack of effect of seller's verbal advertising, the most important factor for improving retail sales is the increase of consumer's desire to buy any product or the entire brand, on the other hand, this potential exists for retail sales. It has to improve consumer brand association.