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The impact of brand on consumer buying behavior
Effect of brand on consumer behavior
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Study on Brand Preference in Sports Shoes in Young Consumers
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 or other forms of physical exercise, but now-a-days
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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
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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 analysis.
Sample Demographics
Age & Gender
AGE
In 1864, Nemislo Guillot brought the first bat and baseball to Cuba. The island quickly adopted the sport and everyone became eager about creating a team. Nemislo Guillot with the help of his brothers, created the first baseball team called, Habana Base Ball Club in 1868. In 1878 the Cuban League was founded and consisted of three teams, Almendares, Habana and Matanzas. Today, baseball has become one of the most popular and played sport in Cuba. Due to the fact that baseball is already a well-known sport in Cuba, Rawlings should have no trouble entering this market.
In the early 1990’s, outdoor apparel brand, Timberland received an unexpected growth in its consumer base and its sales. The brand’s popular waterproof leather boots, generally used for outdoor activities and moving through rugged terrain, were being worn by inner-city youth as a fashion statement. These new consumers wanted to keep their boots as clean as possible and some even wore the boots in the heat of summer, an incongruous contrast to how the target market used the boots in rough, messy weather conditions. While Timberland enjoyed the unexpected sales, they were faced with a decision. Should they try to further exploit this unintentional market; if so how would Timberland’s outdoorsmen target market respond? In this case, it seemed that these non-target consumers had no affect on the brand’s intended target market. So in response Timberland kept its advertising focused on the brand’s traditional target, while urban consumers continued to buy Timberland products. The brand continued to grow, achieving global sales of over $1 billion by 2007 (Fitch 2009).
...st people would buy Nike products during sales when the products are sold at a cheaper price or during sports related events, such as the FIFA World Cup every four years, when there is a “sports fever”. They look for performance and design in the products and also whether or not it is “value for money”. Nike also tries to attract people of different user status to buy their products. Nike attracts ex-users to use their products again by showing that they provide superior customer value when compared to other competitors, potential users and first-time users are attracted by the benefits that the product can offer them. Nike retain their hard core loyals by offering premium quality products with unique designs to allow consumers to stand-out, soft core loyals are captured by providing products at cheaper price as compared to similar products offered by competitors.
The factories around the world (China, Asia, and Vietnam) assist in manufacturing and distribution of the products. (Mahdi et al., 2015). The globalization and technology have impacted competition and larger expansion of the corporation around the world. The Nike brand is nearly in every culture of the world from the result of globalization and technology impact. The technology has grown on the quality of the research and innovation the company is performing that is resulting in great volumes of customer cares and choices. The globalization and technology have also helped stabilize the prices of the products and avail them all year round so that there are no experiences of low supply and thus raise in the products prices. (Mahdi et al., 2015). The market is always satisfied with the quality and volume of supply that meets all the fluctuation like the sudden increase in demand or its fall. The impacts of globalization have made the company produce high quality, durable and limited the production impact on the environmental pollution and degradation. It is playing a global roll in the management and conservation of the environment worldwide by taking part in community participation and charitable organizations that serve the society in community issues alongside environment (Mahdi et al.,
Product: As an athletic shoes producer, they try to provide better quality and more comfortable shoes that fit to the sport player through research and development. By claiming their shoes meet the physics need of different sports, which help the sport player to maximize their ability by protecting them and reduce the sport harm.
An extensive research study will be initiated determining what the male customers want in an athletic shoe. These studies will take place online, by ground mail, and by telephone. Once the information is gathered the various types of men's shoes will then be developed focusing on the most popular needs determined by the survey results, which will include a question regarding price. L.A. Gear will then compare the needs of the customers to the industry leaders and determine how the leaders achieved the needs of the male customers and what opportunities L.A. Gear could use to "one up" the competition. L.A. Gear's shoes already focus on comfort, style, and fashion and will now include high performance.
Nike’s Asian operations had previously continued to soar generating US$300 million in 1994 in revenues to a whopping US$1.2 billion in 1997. However based on the Asian economic crisis, this had adversely affected revenues, while regional layoffs were inevitable. Nike also performed well in the European market generating about US$2 billion in sales and a good growth momentum was expected, however, some parts of Europe were only slowly recovering from an economic downturn. In the Americas (Canada and the U.S.A.), Nike experienced a growth rate for several quarters. The U.S. alone generated approximately US$5 billion in sales. The Latin American market at this point was exposed to economic volatility; however Nike still saw them as a market with “great potential for the future”.
When comparing prices, consumers can find the exact same style Nike boot in Adidas and pay a lower price. Essentially what the consumer is paying extra for is the Nike brand. Looking back at my journal you can see I wore the Adidas boots one time, then went out and bought Nike boots. “Brand loyalty is based on an emotional connection toward the brand and a conscious commitment to find this brand each time the consumer purchases from this category.” 112 Brand Promotion I could have worn the Adidas boots for free but I spent the time and money to go purchase the Nike brand. “brand loyalty and advertising work together to create another important economic effect related to pricing flexibility and profits. When consumers are brand loyal, they are generally less sensitive to price increases for the brand.” 45 Advertising and Integrated Brand Promotion Being able to raise prices but still keep the consumer market is very valuable. This is one of the main reasons brands strive to have brand loyal
Main drivers for US profitability has been within women shoes, broken down in sub categories of casual (17%), dress (13%), and athletic (10%) shoes, composing roughly a 40% demand of the market. However, domestically men’s athletic shoes represent 20% of the market and show signs of increase, globally men’s athletic shoes make up 30% of the market. This increase in sales within the athletic sub-category can be lead by the increase in demand for shoes that allow easy, fast movement. Studies show that ages within 18 and 45 in the U.S. have increased physical fitness by 17% since 2006. According to the Outdoor Industry Association, outdoor footwear grew...
This project concentrates on the Nike Sports shoe; Nike is one of most significant shoe manufacturing company worldwide. Sportswear manufactured by Nike is known for quality and is most liked brand of athletes. (Daniel, 2011)
The most problem faced in sports clothing companies include constantly changing fashion style because style changes constantly and most consumer derive high taste and also taste for a particular product changes and also tough competitions and more price conscious shoppers, all this stand to affect the sport clothing industry all over the world
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
People in both ancient and modern societies have enjoyed playing sports in the spare time. The different shapes of athletic equipment, uniforms, and balls such as basketball, baseball, football, and soccer ball are designed differently to serve the purpose of their sports Also, each sport has been developed in various ways.
In reviewing the case of New Balance Athletic Shoe, Inc. it is clear that there are a few major problems that the company is facing. First of all, New Balance falls behind its other major competitors, Nike, Adidas and Reebok, in the area of marketing. Unlike its competitors, New Balance does not undertake celebrity endorsements. This puts them at a disadvantage when it comes to brand building. This also causes the company to lose out somewhat on gaining awareness on a global scale as it lacks endorsements in major sporting events. Most global brand names generate strong brand recognition through celebrity endorsements in sporting events that would give them the needed momentum to carry their brand name further into the global market.
Athletic shoes are worn by many people of different sex, age, and size. Athletic shoes are something that is very comfortable to wear and have give people’s feet the right support. Athletic shoes also help people perform different activities better and at ease, an example is running shoes. Running shoes help people perform the activity of running better. People who do sports such as track wear running shoes so that they can get the right boost from their feet when running and to be able to run for a long amount of time without their foot getting a cramp or their soles not cooperating well with the track. Football and baseball players wear athletic shoes called cleats so that they can get the right amount of traction on the field when their running so that they don’t slip and fall on the slippery