Abstract
Brand management has an important role in strengthening the loyalty of current customers as well as in attracting new customers. The product brand largely influences consumer buying behaviour. Many customers prefer branded products to non-branded goods in general, while others prefer branded products only when buying some kinds of products. This research is focused on analysis of perception of selected brands of sportswear (Nike, Adidas, Reebok, Under Armour, Puma, Asics, Umbro, Fila, Crivit, Quiksilver) by Slovak customers with an emphasis on expected benefits and features that are expected after buying preferred sportswear brand. The aim of research is to analyse the relationship between selected socio-demographic characters of Slovak citizens (age, gender, economic status, net monthly income, education) and their expected benefits of selected sportswear brands (happiness, lifestyle, attention, finding friend, increasing of social status). The relationship between selected factors was tested on a sample of 2002 respondents from Slovak republic. Information on perception of sportswear brand has been obtained through a survey. The results of the survey were evaluated using appropriate mathematical-statistical methods (correlation analysis, testing of statistical hypotheses). The assumption of a significant impact of the socio-demographic characteristics of the respondents on the expected benefits was confirmed partially.
Highlights
Fashion and textile is one of the most growing industries
In order to test the impact of selected socio-demographic characteristics on expected benefits the hypothesis was formulated: H0: There is no dependency between the selected socio-demographic character and the expected benefit
H1: There is a dependency between the selected socio-demographic character and the expected benefit
Summary
Fashion and textile is one of the most growing industries. The global market for sportswear is tremendously booming because of the rising participation in sports activities throughout the predicted period. This industry is the cause of water pollution, toxic chemical use and textile waste These industries are area of interest of many authors. Customer satisfaction affects customer loyalty that was the main object of researches realized by many authors. Study of Erdumlu et al explored the socio-demographic profile of sportswear consumers in Turkey through and analysed their loyalty towards the leading sportswear brands they mostly prefer [5]. Brand loyalty toward sportswear products was the main aim of the study realized by Lu & Xu [6]. Our research is focused on the symbolic and behavioural meaning that cars carry It is not focused on vehicle technical parameters, but on expectations, attitudes, benefits, level of customer satisfaction, etc
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