Introduction: The purpose of this study was to identify the factors affecting the pricing of Iranian fitness equipment.
Methods: Accordingly, the research was carried out qualitatively and in order to advance the research objectives, the data of the foundation theory was used. The method is based on a different approach, exploratory research, and conducted a continuous comparative analysis approach in the framework of three stages open coding, axial coding, and selective coding. In order to achieve the research goals, 15 semi-structured interviews were conducted with the fitness equipment wholesalers. Then, the text of the interviews was entered into MaxQDA software and analyzed. Also, snowball sampling was used. In the quantitative section of the questionnaire, which was completed by 263 owners of the store, it was analyzed using structural equation modeling in Amos and SPSS 23, and it was found that the research model has a suitable fit.
Results: Using three stages of coding, at first, 46 extension codes were extracted, and then these concepts were categorized into 16; finally, in the selective coding stage, four major domains were identified in the pricing of fitness equipment including: Competitive product capability, consumer behavior, competitors and environmental factors. As can be seen, in the market for fitness equipment, these four factors have been able to decisively determine the success of pricing policies.
Conclusion: Therefore, manufacturers should consider these factors and related categories in their pricing policies as their guideline to achieve higher sales and ultimately the boom in the equipment industry.