Consumer behavior analysis on sportive activities at sea

?Consumer behaviors? is one of the key concepts of marketing science and one of the important subsections of behavioral sciences. In general, the term ?behavior? can be defined as all the actions (stimuli and responses) of human beings and the process of all their interactions with the environment. A specific field of behavior, ?consumer behavior?, is related to the human behaviors exclusively in terms of consumption. Another relevant term reflecting certain human behaviors, recreation, could be said to compromise certain activities which people attend voluntarily to enjoy their leisure times. Sport, is one of the recreational activities appealing to many with a wealth of attraction and varieties.The purpose of this study is to analyze the consumer behaviors, a significant part of the marketing mix, including certain factors affecting these behaviors, the relevant sports industry, sea related sports marketing in general and sailing in particular. The first step has been to realize a field study on the sailing club based and operated in İzmir region. Focus groups and deep interviews have been conducted, comprising those involved in sailing sports, though which their personal values and sail club membership purchasing preferences have been revealed. The analysis has also included finding out the effects of personal values on the purchase decisions. Based on the data collected through the analysis, certain guidelines have been proposed for the market in question.