A RESEARCH ON THE BUYING BEHAVIOR OF GLOBAL SPORTS CLOTHING BRAND CONSUMERS

Abstract

Aim: This research is a cross sectional study which is designed to examine the factors that effect on the consumers’ purchasing behaviors of global sportswear brands. Method: By applying the simple random sampling method, the sample size was determined as (n) = 550 when the number of people in the population (N)=1500 (total number of students in the Faculty of Sports Sciences). The Socio-Demographic Characteristics Form and the 5-point Likert-type Consumer Purchasing Behavior Scale consisting of 7 sub-dimensions developed by Sproles and Kendall (1986) and adapted into Turkish by Bikari (2013) were applied to 550 students who made up the study group by the researcher. Results: The students prefer the most popular global brands which have the largest share in the market. The results also showed that the age, class and income do not affect the preferences. It has been found that there is a positive relationship between brand loyalty, purchasing preferences, perfectionism, fashion orientation, shopping attitude, brand awareness and quality orientation and purchasing styles. It has also found that according to the gender variable there is meaningful difference about the purchasing preferences, fashion orientation and brand awareness dimensions but there is not a meaningful difference for brand loyalty, perfectionism, attitude towards shopping and quality orientation. Conclusion: According to the results, It has been determined that purchasing styles do not differ according to sports brand preferences, there is a positive relationship between brand loyalty, purchasing preferences, perfectionism, fashion oriented, shopping attitude, brand awareness and quality orientation and purchasing styles.