Study on Brand Preference in Sports Apparel in Young Consumers

Transcription

1 Study on Brand Preference in Sports Apparel in Young Consumers Yayati Shinde & Sadaf Khan 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, annova, 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, etc. This study will help companies to select effective models for targeting customers with an aim to retain them. INTRODUCTION The apparel industry of India comprises sales of Men wear, Women wear and Children wear. Within the current marketing environment, competition between products and services is becoming increasingly tough. In order to face the offensive of competition, branding was introduced by for marketers in this industry to have a clear understanding of Indian companies as a marketing strategy to differentiate a number of branded apparels. The present study primarily focuses on how consumers evaluate branded apparels based on factors like price, quality, durability comfort, etc. Within the context of this study, customer perceptions regarding branded sports apparels were tested considering their brand awareness, price, quality perception and overall brand attitude. This research throws light on consumer behavior focusing on the following areas: the frequency of purchases of branded sports apparels, important feature consider while buying, most possessed brands, purchase behavior, place of purchase, average spend, Consumer market for fashionable sports apparel has become more varied by in surge of designer brands, store brands, personalization and advertisements in the global market place of today. There is an increase in positive attitude towards western brands. This study examines the insights of gender perspective and throws light on shopping habits, brand awareness, brand preference of young consumers in the apparels segment. It focuses on the differences in the shopping orientations of male and female shoppers with respect to the various buying behavior dimensions divided into different attributes. The results gathered can be a useful ingredient for the marketer to strategize on the basis of sport perspective. The relationship between consumer s decision-making styles and their choice between domestic and imported brand apparel is investigated using a sample of Indian consumers. The objective is to know the factors affecting purchase decision taking Sports apparel as base. Empirical findings are calculated using survey technique, chi square test, t-test, and annova with a sample of 81 participants in Mumbai. The objective of this paper is to analyze the significance of demographic profile of consumers affecting the purchase decision of branded sports apparel and to observe

2 from gender perspective the consumer awareness about different sport apparel brands available in the Indian market and also to find out whether there is a significant difference in total expenditure on branded apparels done by males v/s females, different age groups, etc. The results exhibit no significant differences in the brand awareness, shopping frequency and shopping expenditure between males and females. INDUSTRY GROWTH RATE Apparel market size projections from 2012 to 2025, by region (in billion U.S. dollars) Region CAGR Australia Brazil Canada China EU Global 1,105 2,110 5 India Japan Rest of the World Russia This statistic depicts apparel market size projections from 2012 to 2025, by region. The apparel market is expected to grow from USD 45 billion in 2012 to USD 200 billion in LITERATURE REVIEW 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 like brand name, durability, price, comfort, etc. play a significant role in influencing the buyers perception about the product. A survey conducted among 81 potential buyers of sports apparel revealed that national brand sports garments (e.g. Puma, Reebok, Nike and Adidas) were better evaluated than private brand sport apparels and that consumers gave more favorable evaluations of a sport apparel offered in a sports shop over a similar product available in a department store, shopping malls, etc. However, results revealed that the impacts of some factors on buyer s buying behavior were affected on other factor. First, the perception of private brands relative to national brands was significantly improved when the corresponding sports products were offered in a sports shop rather than in a

3 department store, suggesting that store brands of sports products such as t-shirts and athletic shoes have better chances of successfully competing with national brands if they are associated with a specialized store. Second, the study showed that the impact of brand name and price depended on the type of usage of potential buyers. When the intended usage situation was sport practice, price did not impact on product evaluation. However, when the intended usage situation was for pleasure, offering a price discount on a private brand t-shirt was threat to the national brand. This result suggests that sports marketing communication strategies should be adapted to buyers on the basis of their usage profile. Thus, marketing communications directed at the pleasure segment should emphasized product quality at a good price whereas those directed at the sport practice segment should stress product performance in relation to sport activity. This suggests also that manufacturers of national brand sports garments should not be concerned by the price competition of private brands as long as they position themselves as producers of products dedicated to sport activity. RESEARCH OBJECTIVES In this research paper, we discuss important considerations in the development of a research question and hypothesis and in defining objectives for research. By the end of this article, the reader will be able to appreciate the significance of constructing a good research question and developing hypotheses and research objectives for the successful design of a research study. To understand the consumers brand preference for sports. To know from where does consumer prefer buying their sports apparel. To understand the buying behavior of the consumer. To know the approx. spending of consumers on Branded apparels. RESEARCH METHODOLOGY 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 analyzed using statistical tools like frequency charts, pie diagrams etc. 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 Liker 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. This study began with a review of literature already available as research papers and articles. The variables identified were as follows:

4 Independent variables like age, gender. Dependent variables like most preferred brand, average spend on sports apparel, factors affected while buying sports apparel like brand, durability, style, comfort, quality and buying behavior whether through online medium, exclusive shops, malls, retail outlets, etc. A primary survey was undertaken to ascertain the relationships and dependency. Sample survey was conducted and the youth was targeted as sample audience. We collected the data through online questionnaire target to college students, sporty audience, specially the youth. The data then available was analyzed with the help of analytical tools like t-test, z-test, p-test, annova, chisquare test and regression analysis was done to understand the dependency and relation of various factors. The sample was comprised of both men and women and quality data was obtained, by rigorous study we understood the consumers attitude while purchasing sports gear products. SAMPLE DEMOGRAPHICS: Majority of the respondents are in the age group of 21years to 23years. Gender ratio for the research is 31 females per 50 males. Age Gender

5 DATA ANALYSIS & INTERPRITATION: Major Findings Apparels [On an average how much do you spend on sports gear?] Majority of respondents spend between 1,000 3,000 on sports apparel. Does your brand preference change according to sports? For 65% of the respondents brand preference is based on the sports that they are involved in

6 Apparels [Which brand of sports gear do you prefer?] 38% of the respondents select NIKE for sports shoes. Apparels [Which category you prefer when it comes to sports gear?] Youth prefer buying Branded sports apparel over Non-branded ones.

7 HYPOTHESIS TESTING HYPOTHESIS I H o: The average amount spent on sports apparel is less than or equal to Rs. 3,000 H a: The average amount spent on sports apparel is more than Rs. 3,000 N Ho: µ 3000 A Ha: µ < 3000 alpha df T left tail test x' Mean 2, T t test Standard Error A 0.1 Median 1, P 0.1 Mode 1, s Standard Deviation 1, C Sample Variance 1,280, O x' 2, Kurtosis (1.03) µ 3, Skewness 0.19 x'-µ (975.31) Range 3, sqrt(n) 9.00 Minimum s 1, Maximum 4, s/sqrt(n) Sum 164, t observed (7.76) n Count (7.76) Confidence Level(90.0%) p A 0.1 D The observed value doesn t lie between the acceptance region it lies in rejection area. Hence, we should reject the null hypothesis. Conclusion: Thus, the average amount spent on sports apparel is less than Rs. 3,000/-. Business Decision Further research should be conducted to determine the higher limit spend on sports apparel. This would enable brand managers to segment and target their products more effectively.

8 HYPOTHESIS - II ch o : Average preference across gender is same. ch a : Average preference across gender is Not same. rh o : Average preference across sports gear is same. rh a : Average preference across sports gear is Not same. Sports shoes Apparels Accessories & gear Female Male Anova: Two-Factor Without Replication Conclusion: SUMMARY Count Sum Average Variance ANOVA Source of Variation SS df MS F P-value F crit Alpha Decision Rows Accept the NULL Columns Reject the NULL Error Total For rows, we accept the NULL hypothesis because P-value is greater than Alpha. For column, we reject the NULL hypothesis because P-value is less than Alpha. Business Decision: In this annova test, we found out that the preference for product category under sports gears is same. But preference across genders is not the same. Companies should focus on providing different product categories for genders so as to make the customers more brand loyal.

9 HYPOTHESYS III Step-1 : Fo Never Sometimes Always Grand Total % Female % Male % Grand Total % Step-2 : Fe Never Sometimes Always Grand Total Female Male Grand Total Step-3 : {(Fo-Fe)^2/Fe} Never Sometimes Always Grand Total Female Male Grand Total N Ho: Change of brand during sale is independent of gender A Ha: Change of brand during sale is NOT independent of gender T chi square test 2 2 T right tail test A 0.1 P 0.9 C 4.61 O 2.37 P 0.31 A 0.1 D Accept the null hypothesis Conclusion: Change of brand during sale is independent of gender. Business Decision: As the analysis shows that change of brand during sale is independent of gender, so the companies should create more brand loyalty among the customers during sales period so as to retain customers and so that the existing customers do not switch over brands.

10 CONCLUSION The theoretical research has disclosed that there are different aspects that affect the brand preference for sports apparel in young consumers. Further research should be conducted to determine the higher limit spend on sports apparel. This would enable brand managers to segment and target their products more effectively. Factors like age, gender, sale, purpose of use, product features, place of purchase plays an important role in brand preference. Brand managers should focus on building brand loyalty among their existing customers, so that the customers do not switch brands. We also found out that the preference for product category under sports gears is same. But preference across genders is not the same. Companies should focus on providing different product categories for genders so as to make the customers more brand loyal. Today s youth is more brand conscious, brand managers to segment and target their products accordingly. Companies should also keep in mind the environmental factors that affect the brand preference. Visibility of product, marketing strategies and brand awareness plays a key role in the purchase decision of the customers. There is a vast opportunity in the marketing and media space for young adults. As the analysis shows that change of brand during sale is independent of gender, so the companies should create more brand loyalty among the customers during sales period so as to retain customers and so that the existing customers do not switch over brands. LIMITATIONS OF THE RESEARCH The data collection was carried out only through e-forms due to short time available to conduct the research. Hence, the respondent sample may not be a true representation of the population. For the same reason the research findings may not be universally applicable. REFERENCES