Customers Buying Behavior And Preference Towards International Branded Sports Shoes

Abstract

This paper study the factors influencing buying international sports shoes. There are four different brands of international sports shoes were selected for this study are Nike, Puma, Adidas, and Reebok. The data was collected from international branded sport shoe users. Radar chart, Hendry Garett ranking test, and Pearson correlation were applied to find out the strength of international branded shoes individually and also find out the consumer buying behavior and brand preferences for the international branded sports shoes. It is concluded that quality, comfortableness, price, and innovation played a major role in the purchase aspects. The strength of each brand is gauged based on that Reebok had performance, price and comfort identity; quality, advertisement, and design for Nike; performance, quality, advertisement, design for Adidas; and Puma for advertisement, packaging, innovation, and marketing activities were the highest identity for each brand. Advertisement, customized sports shoes available on the internet, suggested by friends and family, endorsed by celebrities are highly influenced by the customers' buying behavior towards sports shoes.