Basketball Shoe Brand Preference of the Young Basketball Enthusiasts in Hong Kong

Abstract

LANGUAGE NOTE | Document text in English; abstract also in Chinese. The study attempts to investigate the choice preference of basketball shoe brands as perceived by the young basketball players in Hong Kong. A survey questionnaire was designed with content validity being established. The data for this study were collected from 240 young basketball enthusiasts in Hong Kong. Data were treated utilizing descriptive statistics mainly in terms of frequency counts and percentages. Chi-square statistic was used to determine the gender differences in various variables. Nike is the most dominant basketball shoe brand as indicated by the respondents. Male subjects chose the basketball shoe products because of the ‘comfortableness' and ‘price', whereas shoe ‘style' is the females' first choice. Kobe Bryant, Michael Jordan, and Lebron James were identified as the top three most popular NBA players who are endorsers to basketball shoe brands. The use of NBA to promote basketball shoe branding in Hong Kong appears to have further room for development. The present finding provides some insight and understanding about the basketball shoe products and market in Hong Kong. 本研究旨在探討本港年青籃球愛好者對籃球鞋品牌的喜好，研究以問卷調查方式進行，共收集了240名年青籃球愛好者的意見並進行統計分析。結果顯示：Nike是最受歡迎的品牌；「舒適」和「價錢」是男性受訪者喜歡選購籃球鞋的原因；而女性則喜愛籃球鞋的款式。高比拜仁、米高佐敦及勒邦占士的贊助品牌是最受年青籃球愛好者所喜歡的。