Introduction: Methods and techniques to increasing revenue and gain permanent and satisfied customers is one of the goals of every shop and sports store. In Tehran city also stores attempt to sell many goods and exercise equipment that all of which aimed to increase sales and revenue, and also meet the needs of the residents of the Tehran. sellers and stores sales managers in some cases , sports stores are in the hierarchy of stores and the study on the characteristics of dimension of marketing (market orientation) and psychological (emotional intelligence), will be useful. The aim of this study was analysis of emotional intelligence and market orientation in sports shops in Tehran.
Methodology: The method in terms of the purpose was functional and the nature and method is descriptive and correlational. The study population consisted of all sporting goods sellers in Tehran (street Monirieh) are the number of 200 stores,according to Morgan table 128 stores and one seller were selected from each store of which 120 correctly questionnaires were used. Sampling was randomized. Two questionnaires were used in this study. Goleman's Emotional Intelligence Questionnaire (1999) and market orientation questionnaire of Narver and Slater (1990). The validity and reliability of both questionnaires was approved. K-S test confirmed normal distribution of data. Data analyzed with using descriptive statistics (mean, frequency) and inferential statistics (one-sided t-test).
Results: The results showed that the average of the sample perspective in all components were further than the average grade described in the questionnaire. and in all of the components, the amount is significant. Therefore the level of emotional intelligence and desire to market (market orientation) in sports goods sellers of Tehran (Street Monirieh) is desirable and more than average.
Discussion: Although the results showed that sellers were in favorable level in the emotional intelligence and market orientation skills, However, due to many problems of sellers such as their lack of customers and the absence of boom in the market so to stay competitive, they must equip themselves with the more skills.