Comparative Assessment of Consumer Perception on Sports Brands Using Data Mined from Online Communities

Abstract

Sportswear industry in recent times has become pretty much prominent and the sports wears have become common in all age group people as it helps them in a comfortable stylish living and greater adaptability. Due to the increase in the demand of Sport wears, bigger manufacturing companies like adidas, Puma, Nike, Fila and Reebok have expanded their business and online sales specifically in India. The current research study collects and does assessment of user experiences, reviews or comments from e-commerce sites, blogs and various social media platforms. Also, the study compares four brand analysis parameters (BAP) namely Brand Name, Product Quality, Service Quality and Mobile App/Website with respect to five sports brands which includes adidas, Nike, Puma, Reebok and Fila. On the basis of consumer’s reviews and comments, data accumulation was done and further the mined data from various platforms was divided into positive and negative comments. Using statistical approach the data was distributed among postive and negative comments with respect to four mentioned brand analysis parameters of each sports brand. Once segregation was done, research was carried forward and final comparison was done on all five sports brands with respect to each BAP. The research did the comparative assessment of consumer perception regarding selecting sports brands using Netnography and Text Mining from data being mined from online communities.