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Influences On Consumer's Habitual Behavior

1264 Words6 Pages

Abstract
This paper is based on the study of various factors which influence the habitual buying behavior of consumers while buying branded apparels. Habitual behavior represents the repeat purchases made by the customers, based on habits or routines that are developed in order to simplify the decision-making process. The paper considers the influence of various marketing and demographic factors on consumer’s habitual behavior towards branded Sports apparels. A conceptual model is proposed, and factor analysis, along with chi-square, t-test, multiple regressions, etc. is used to analyze the data taken on a random basis. The study tries to reflect the influence of various marketing factors such as brand awareness, quality, price, durability, …show more content…

The worldwide market size of performance sportswear is currently estimated at US $ 6.40 billion, which is up 19.4% over the last four years, and is expected to grow a further 18.75% to US $ 7.6 billion by 2014. According to one of the reports, sports apparel will outperform all sportswear by a factor of two, raising the US $ money value of performance sportswear from US $ 5.89 billion to US $ 7.20 billion. Its share of total active sportswear will rise from 10.71% to …show more content…

This will increase the US $ money value of protective sportswear from US $ 1.55 billion to US $ 1.79 billion. The share of protective sportswear of total work wear will rise from 36% in 2006 to 39% by 2012.

If the supplier selling at wholesale values is considered, the value of sports apparel in 2012 will be US $ 2.5 billion and that of protective sportswear will be US $ 1.79 billion. The total wholesale market for sports apparel is forecast to be worth US $ 4.29 billion in 2012.

The credit for this goes to the consumers who enjoy an active lifestyle and indulge themselves in active sports, competition, recreation and exercise. The growth is also a result of the increased health and safety legislation in the developed world.

Literature Review
Article excerpt
Although popular sports garments like t-shirts and shoes are typically marketed as products intended for the practice of sport activity, the majority of buyers in this market are not athletes and are attracted to these products essentially on the basis of their fashion appeal. In this study, we propose some factors play a significant role in influencing the product evaluations of buyers of sport apparel: brand name, durability, price, comfort,

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