Introduction: Consumer Behavior is one of the most important topics in marketing. Since the spectator are the most important part of the sports industry, the study of their behavior as consumers of sporting events is given special emphasis. The spectator has an important role in revenue directly by buying tickets to the matches and indirectly by attracting sponsors and television rights. According to these, the consumer behavior in this study has been discussed in the scales of the Premier League.
Methodology: The population consisting of spectators attending matches of Esteghlal, Persepolis and Rah Ahan of Tehran that had come to Azadi Stadium. A questionnaire consisting of 63 questions has been designed and its validity and reliability was calculated and confirmed. The number of 600 questionnaires was distributed and 393 were returned completed. According to the non-normal data, the Spear man correlation coefficient was used to examine the relationship between factors.
Results: The results showed that among social, situational, marketing and psychological factors; the social, marketing and situational have a positive impact on attendance; and psychological factor’s impact was not significant.
Discussion: According to the results, social factors are important for spectators and that people go to the stadium for socialization and interaction with others, social interaction and to support sports. The results of the Marketing factors show that the history of the club, presence of star players, offensive and well-played matches and the position of the team on the league table is associated with the behavior of consumers. It is necessary that the spectator be diligent in informing via the media and to attract sponsors, which in turn adds value to the club. As the results of situational factors indicate, subjects like beauty and ease of access for the stadium are of importance for the spectators and that they request for security and the matches to be played at the weekends and at nights in spotlights.