Sports Shoes Case Study

Study on Brand Preference in Sports Shoes in Young Consumers

Aniket Ambarekar

Rustomjee Business School, Mumbai

Abstract

The paper focuses on brand preference in sports shoes in young urban consumer. This study attempts to cover aspects such as average spend on sports shoes; the influence of type of sport, brand ambassador, television commercials on brand selection, probing the important features in brand selection. The hypotheses formulated for the study were statistically tested using data collected through a structured questionnaire with sixteen questions. The findings of the study would be useful to multinational sports goods companies, brand managers and media companies.

Introduction

Athletic shoe describes footwear used for sports

There is a good growth for market for retail sporting goods industry in Asia and Rest of World over the forecast period.

The sporting goods industry comprises of manufacturing and retailing of sporting goods, like camping equipment, athletic uniforms, speciality sports footwear, apparel and accessories. The global retail sporting goods industry is highly fragmented. A combination of factors like consumer spending and demographics significantly impact market dynamics.

Literature Review

Krishna (2012) focused on attitudes and behaviour on the concept of the youth’s buying behaviour towards branded sports shoes, different consumers have got different decision making process. The buyer’s ultimate goal is to buy the product of qualitative, quantitative with low/best affordable price. In order to identify different kinds of consumer’s behaviour towards buying of different branded shoes and Nike sports shoe. Investigator has carried out buying behaviour of youth and different kind of consumer behaviour models, literature and theory of consumer behaviour; and finally, analysed and

Secondary sources of data like internet were used to conduct the exploratory study. Relevant variables were generated and questionnaire was developed to obtain primary data from the sample. 81 respondents were selected based on the convenience of the researcher. Data collected was analysed using statistical tools like frequency charts, pie diagrams etc. Requisite conclusions were arrived at and recommendations put forth.

Primary data was collected through online survey. The questionnaire was designed to question respondents about their brand preference for sports shoes. The questionnaire was mailed to youth’s selected randomly. The questionnaire used consisted of 16 questions. A five level Likert Scale was used wherever applicable. The questionnaire was a mixed bag of open ended and closed ended questions. The questionnaire was filled by respondents themselves. Responses of 31 women and 50 men were recorded to carry out our