Introduction: Modernity and the launching of new products play an important role in the growth and profitability of the company. So companies make themselves proffer their innovations repeatedly, in short periods, to the market to meet the needs of their customers and their competitors. The consumer modernity makes a tendency in him to go to new and different products, this is because modern consumers play a key role in the success of their new or modified products and services. This research aimed to examine the effect of the consumer modernity on shopping styles and the relationship between the two types of modernism consumers (sensory and cognitive) and styles.
Methodology: This study is descriptive survey and statistical society included the students of Razi University in Kermanshah. The statistic sample of the research was chosen according to random sampling in selected volume. In the present study field method was used to collect data. So that based on optimal allocation, 325 questionnaires (shopping style questionnaires and innovativeness questionnaire) were distributed among the students which 301 questionnaires were returned correctly and completed taken as the sample.
Results: The findings suggested that cognitive modernity affected purchasing decisions styles "quality awareness, awareness of the cost and confusion" and sensory modernity of purchasing decision styles, "fashion-oriented, habit-oriented, brand awareness, validation, disorganization and entertainment " directly.
Discussion: These findings will help the sports marketing managers to deepen their insight into the development and marketing of new products for sport, be able to target group or a particular part of their consumers and adopt a more effective approach.