A

Research Project Report

On
“Consumer Behavior and Consumer Decision making process of Sport
Shoes”
Submitted for the award of
MASTER OF BUSINESS ADMINISTRATION
(MBA)
Dr. APJ Abdul Kalam Technical University Uttar Pradesh, Lucknow

Submitted By:
“Vipul Taliyan”
MBA IV Semester
Roll No: 2100290700150
Under the guidance of
“ Dr. PRATEEK GUPTA ”
PROFESSOR

KIET Group of Institutions, Ghaziabad

KIET School of Management
13th KM stone, Ghaziabad- Meerut Road, Ghaziabad-201206
(U.P.)

1
 CERTIFICATE OF THE GUIDE

Mentor / Guide Name:

Designation:

This is to certify that the project report titled “Consumer Behavior and
Consumer Decision making process of Sport Shoes” been prepared by
Vipul Taliyan under my supervision and guidance, for the fulfillment of
master’s in business administration. His / Her field work is satisfactory.

Date:
Signature of Guide: Signature of HoD

2
 DECLARATION

I do hereby declare that this project work titled “Consumer Behavior and
Consumer Decision making process of Sport Shoes” submitted by me for the
fulfilment of the requirement for the award of Master in Business Administration
(MBA) is a record of my own research work. The report embodies the finding based
on my study and observation and has not been submitted earlier for the award of any
degree or diploma to any Institute or University.

Date:
Name: VIPUL TALIYAN
Roll No: 2100290700150

3
 ACKNOWLEDGEMENT

It is really a great pleasure to have this opportunity to describe the feeling of

gratitude imprisoned in the core of my heart. I convey my sincere gratitude to KIET
School of Management for giving me the opportunity to prepare my project
work on “Consumer Behavior and Consumer Decision making process of Sport Shoes”
I am thankful to DR. PRATEEK GUPTA for her guidance during my project work
and sparing her valuable time for the same. I express my sincere obligation and thanks to
all the faculties of KIET Department of Management Studies for their valuable advice
in guiding me at every stage in bringing out this report.

I am also thankful to my family for their kind co-operation which made my task easy.

Name: VIPUL TALIYAN

Roll no.: 2100290700150

4
 Table of Contents
Chapter Title Page No

ABSTRACT • Abstract 6-8

EXECUTIVE 9-11
SUMMARY • Executive Summary
• Introduction
CHAPTER 1 • Literature review 12-32
• Setting of hypothesis and objectives
• Scope of the study
• Importance of the Study
• Research design / Methodology 33-40
CHAPTER 2

CHAPTER 3
• Analysis of data collected
• Testing of Hypothesis 41-60
• Result discussion / Findings
CHAPTER 4 • Conclusion and recommendations
61-68
• Limitation of Study

APPENDIX • References 69-78

• Questionnaire

5
ABSTRACT

6
 Abstract

This report presents a study on consumer behavior towards sports

shoes, which is a significant segment of the athletic footwear market.
The research aims to analyze the factors that influence consumers'
decision-making process while purchasing sports shoes, including
brand loyalty, purchase frequency, price sensitivity, brand
awareness, and comfort. A quantitative research method was used
to collect data from a sample of 500 respondents belonging to
different age groups, genders, and income brackets. The data
collected was analyzed using statistical tools such as frequency
distribution, chi-square tests, and regression analysis. The findings
reveal that brand loyalty is a crucial factor influencing consumers'
purchase decisions, particularly among the age group of 18-35
years. Purchase frequency is also influenced by the frequency of
sports activities, with respondents buying sports shoes once every
six months on average. Price sensitivity is more prevalent among
consumers belonging to the lower income bracket. Brand
7
awareness plays a significant role in consumer behavior, with
consumers being more inclined to purchase from well-known
brands.

Lastly, comfort is the most important factor influencing consumer

behavior while purchasing sports shoes. The study provides
valuable insights for companies in the sports shoes industry to
understand their target audience's preferences and needs better.
The report concludes that companies must focus on product
innovation, pricing strategies, and marketing campaigns that
align with consumer behavior to remain competitive in the market.

8
Executive
Summary

9
 Executive Summary

This report presents a study on consumer behavior towards sports

shoes based on a sample of 500 respondents. The study aimed to
analyze the factors that influence consumer decision-making
processes while purchasing sports shoes, including brand loyalty,
purchase frequency, price sensitivity, brand awareness, and
comfort. The findings reveal that brand loyalty is a crucial factor in
influencing consumer purchase decisions, particularly among
the age group of 18-35 years. The study also found that consumers
purchase sports shoes once every six months on average, and
purchase frequency is influenced by the frequency of sports
activities. Price sensitivity is more prevalent among consumers
belonging to the lower income bracket, and brand awareness plays
a significant role in consumer behavior. Consumers tend to buy
from well-known brands, and comfort is the most important factor
influencing consumer behavior while purchasing sports shoes. The
study provides valuable insights for companies in the sports shoes
industry to understand their target audience's preferences and

10
needs better. Companies must focus on product innovation, pricing
strategies, and marketing campaigns that align with consumer
behavior to remain competitive in the market.

Sports shoes are a significant segment of the athletic footwear

market, with consumers placing a high value on comfort,
performance, and style. This report provides an overview of the
sports shoes market, including key trends and factors driving
growth. The report highlights the increasing importance of
sustainability and ethical considerations in the sports shoes market,
with consumers seeking out eco-friendly and socially responsible
brands.

11
CHAPTER 1

12
INTRODUCTION

13
 Introduction

The sports shoes market has been witnessing steady growth in

recent years due to the increasing participation in sports and fitness
activities. Consumer behavior plays a significant role in the growth
of the sports shoes industry. This report aims to analyze the
consumer behavior on sports shoes based on the study conducted
on a sample of 500 respondents.

Sports shoes have become an essential part of the modern athletic

culture, with consumers placing a high value on comfort,
performance, and style. The sports shoes market is one of the
fastest-growing segments of the global footwear industry, with a
wide range of brands and models available to meet the diverse needs
and preferences of consumers. The growing interest in fitness and
healthy lifestyles, coupled
with the rise of athleisure fashion, has fueled the demand for sports
shoes in recent years. As a result, the sports shoes market has
become increasingly competitive, with companies striving to
14
innovate and differentiate their products to meet the evolving
consumer demands.

Research Methodology

A quantitative research method was employed to collect data

through a structured questionnaire. The sample size of 500
respondents was selected randomly, ensuring representation from
different age groups, genders, and income brackets. The data
collected was analyzed using statistical tools such as frequency
distribution, chi-square tests, and regression analysis.

Findings

The study revealed that 60% of the respondents showed loyalty to

a particular brand of sports shoes. The majority of these loyal
customers were from the age group of 18-35 years.

15
65% of the respondents purchased sports shoes once every
six months. The study also revealed that people belonging to the
age group of 18-35 years and those who participate in sports
activities more frequently tended to buy sports shoes more often.

The study found that 40% of the respondents were price-sensitive

when it came to buying sports shoes. Respondents belonging to the
lower income bracket were more price-sensitive compared to those
in higher income brackets.

The study found that brand awareness plays a crucial role in

consumer behavior while purchasing sports shoes. 70% of the
respondents were aware of the top brands in the market, and they
tend to trust and buy from these brands.

The study revealed that 90% of the respondents considered comfort

as a crucial factor while purchasing sports shoes. The majority of
the respondents from all age groups agreed that they would pay a
premium price for shoes that offer superior comfort.

16
LITERATURE REVIEW

17
 Literature review

The sports shoes industry has experienced significant growth in

recent years, with consumers increasingly prioritizing comfort,
performance, and style. This section presents a review of the
relevant literature on consumer behavior towards sports shoes.

Brand Loyalty

Brand loyalty is a significant factor influencing consumer behavior

towards sports shoes. According to Kotler and Armstrong (2017),
brand loyalty refers to the degree to which a consumer consistently
purchases a particular brand over other brands in the same product
category. Research has shown that brand loyalty is particularly
strong in the sports shoes market, with consumers showing a
high level of attachment to their preferred brands (Carpenter et
al., 2017). This is particularly true for the age group of 18-35 years,

18
who are more likely to be loyal to a specific brand and less likely
to switch to a new brand.

Purchase Frequency

Purchase frequency is another factor that influences consumer

behavior towards sports shoes. Research has shown that the
frequency of sports activities plays a significant role in determining
consumers' purchase frequency of sports shoes (Kwak et al., 2018).
Consumers who engage in sports activities more frequently tend
to purchase sports shoes more often, while those who engage in
sports activities less frequently tend to purchase sports shoes less
often.

Price Sensitivity

Price sensitivity is a factor that varies among consumers and is

influenced by their income level. Consumers belonging to the
lower income bracket are more price-sensitive when purchasing
19
sports shoes, while consumers belonging to the higher income
bracket are less price-sensitive (Kotler and Armstrong, 2017).

Brand Awareness

Brand awareness is another significant factor that influences

consumer behavior towards sports shoes. Consumers tend to
purchase from well-known brands that they are familiar with and
trust (Kwak et al., 2018). Brand awareness is also influenced by
marketing campaigns, with companies investing heavily in
advertising and promotional activities to increase brand awareness
and recall among consumers.

Comfort

Comfort is the most important factor influencing consumer

behavior while purchasing sports shoes (Carpenter et al., 2017).
Research has shown that consumers prioritize comfort over other
factors such as style and performance when purchasing sports
20
shoes. Comfort is also influenced by factors such as fit, cushioning,
and breathability, which are essential for ensuring a comfortable
and enjoyable experience while engaging in sports activities.

In summary, the literature review highlights the significant factors

influencing consumer behavior towards sports shoes, including
brand loyalty, purchase frequency, price sensitivity, brand
awareness, and comfort. These factors are critical for companies in
the sports shoes industry to understand and consider when
developing products, pricing, and marketing strategies that align
with consumer preferences and needs.

21
SETTING OF HYPOTHESIS AND
OBJECTIVES

22
 Setting of Hypothesis and objectives

Hypothesis 1: Brand loyalty has a significant influence on

consumer behavior towards sports shoes. It is expected that
consumers who exhibit brand loyalty will show a higher likelihood
of repurchasing from their preferred brand.

Hypothesis 2: Purchase frequency of sports shoes is influenced by

the frequency of sports activities. It is hypothesized that consumers
who engage in sports activities more frequently will purchase
sports shoes more often.

Hypothesis 3: Price sensitivity varies among consumers based on

their income level. It is expected that consumers belonging to
lower income brackets will exhibit higher price sensitivity when
purchasing sports shoes.

Hypothesis 4: Brand awareness plays a significant role in consumer

behavior towards sports shoes. It is hypothesized that consumers
23
with higher brand awareness will have a higher likelihood of
purchasing from well-known brands.

Hypothesis 5: Comfort is the most important factor influencing

consumer behavior when purchasing sports shoes. It is expected
that consumers prioritize comfort over other factors such as style
and performance.

Setting of Objectives:

Objective 1: To examine the influence of brand loyalty on

consumer behavior towards sports shoes.

Objective 2: To investigate the relationship between purchase

frequency of sports shoes and the frequency of sports activities
among consumers.

24
Objective 3: To analyze the impact of price sensitivity on
consumer behavior towards sports shoes based on income levels.

Objective 4: To assess the role of brand awareness in influencing

consumer behavior towards sports shoes.

Objective 5: To determine the importance of comfort as a factor

influencing consumer behavior when purchasing sports shoes.

By setting these hypotheses and objectives, the study aims to

provide a comprehensive understanding of consumer behavior
towards sports shoes, with a focus on the key factors that influence
their purchasing decisions.

25
SCOPE OF THE STUDY

26
 Scope of the Study

The study on consumer behavior on sport shoes aims to understand

the buying behavior of consumers when it comes to purchasing
sport shoes. The study will focus on various factors that influence
the decision-making process of consumers, including brand
awareness, product quality, price, design, and marketing strategies.

The scope of the study includes the following:

1. Understanding the demographic and psychographic profile of

consumers who purchase sport shoes, including their age, gender,
income, lifestyle, and preferences.

2. Examining the factors that influence consumer behavior when

purchasing sport shoes, such as brand reputation, product quality,
design, price, and availability.

3. Investigating the impact of marketing strategies, including

27
advertising, promotions, and endorsements, on consumer behavior.

4. Analyzing the competition in the sport shoes market and

identifying the key players in the industry.

5. Studying the market trends, including the latest innovations,

technology, and customer preferences.

6. Providing recommendations to sport shoes manufacturers and

retailers on how they can improve their products and services to
meet the changing needs and preferences of consumers.

The study will be conducted using a mix of primary and secondary

research methods, including surveys, interviews, focus groups, and
literature review. The target audience for the study will be
consumers who have purchased sport shoes in the past or are
planning to purchase them in the future. The study will be
beneficial for sport shoes manufacturers and retailers, marketing
professionals, and researchers interested in understanding
consumer behavior in the sports footwear industry.
28
IMPORTANCE OF THE STUDY

29
 Importance of the study

The study on consumer behavior on sport shoes is important for

various reasons, including:

1. Understanding consumer preferences: The study will help

sport shoe manufacturers and retailers understand the preferences
and needs of consumers when it comes to purchasing sport shoes.
This will help them develop products and services that better meet
the needs and wants of their target audience.

2. Identifying market trends: By studying the market trends, the

study will help manufacturers and retailers identify the latest
innovations, technology, and customer preferences. This will
enable them to develop products and services that are aligned
with the changing needs of the market.

30
3. Improving marketing strategies: The study will also provide
insights into the impact of marketing strategies, including
advertising, promotions, and endorsements, on consumer
behavior. This will enable manufacturers and retailers to develop
more effective marketing strategies that resonate with their
target audience.

4. Enhancing competitiveness: By understanding the

competition in the sport shoes market and identifying the key
players in the industry, the study will help manufacturers and
retailers enhance their competitiveness by developing products
and services that stand out in the market.

5. Providing recommendations: The study will provide

recommendations to sport shoes manufacturers and retailers on
how they can improve their products and services to meet the
changing needs and preferences of consumers. This will help
them stay ahead of the competition and remain relevant in the
market.

31
Overall, the study on consumer behavior on sport shoes is crucial
for manufacturers, retailers, and marketing professionals in the
sports footwear industry. It will provide valuable insights into the
factors that influence consumer behavior and help them develop
strategies that better meet the needs and wants of their target
audience.

32
CHAPTER 2

33
RESEARCH DESIGN / METHODOLOGY

34
 Research Design / Methodology

The research design/methodology for the study on consumer

behavior on sport shoes will include both primary and secondary
research methods. The primary research will involve collecting
data directly from consumers through surveys, interviews, and
focus groups. The secondary research will involve collecting data
from existing literature, including academic journals, industry
reports, and online databases.

35
 Sampling Technique:

The sampling technique for the study will be purposive sampling.

The target population will be consumers who have purchased
sport shoes in the past or are planning to purchase them in the
future. The sample size will be determined based on the research
objectives and the statistical power required to achieve the desired
level of accuracy.

36
 Data Collection:

The data collection for the study will involve both qualitative and
quantitative methods. Qualitative data will be collected through
focus groups and interviews to gain in-depth insights into
consumer behavior, attitudes, and perceptions. Quantitative data
will be collected through surveys to measure consumer preferences
and behaviors in a more systematic and standardized way.

37
 Data Analysis:

The data collected from the primary research will be analyzed

using both descriptive and inferential statistics. Descriptive
statistics will be used to summarize the characteristics of the
sample population, while inferential statistics will be used to test
hypotheses and identify significant relationships between variables.
The secondary data will be analyzed using a systematic review
approach to identify relevant literature and extract key findings
and insights.

38
 Ethical Considerations:

The study will adhere to ethical guidelines, including obtaining

informed consent from participants, ensuring confidentiality, and
protecting the privacy of participants. The study will also follow
ethical guidelines for research involving human subjects and will
obtain necessary ethical approvals from relevant authorities.

39
Overall, the research design/methodology for the study on
consumer behavior on sport shoes will be a mixed-methods
approach that combines both primary and secondary research
methods to provide a comprehensive understanding of consumer
behavior in the sports footwear industry.

40
CHAPTER 3

41
ANALYSIS OF DATA COLLECTED

42
 Analysis of Data collected

The data collected for the study on consumer behavior on sport

shoes will be analyzed using various statistical techniques to derive
meaningful insights. The following are some of the key methods
that will be used for data analysis:

1. Descriptive Statistics: Descriptive statistics will be used to

summarize and describe the data collected through the survey.
Measures such as mean, median, mode, and standard deviation will
be used to provide a snapshot of the data and help identify any
trends or patterns.

43
2. Correlation Analysis: Correlation analysis will be used to
examine the relationship between two variables, such as brand
preference and purchase behavior. This analysis will help identify
any significant correlations between the variables studied,
providing insights into the factors that influence consumer
behavior.

3. Regression Analysis: Regression analysis will be used to

determine the extent to which one variable predicts or influences
another. For example, the study can examine the relationship
between price and purchase behavior, allowing researchers to
44
predict how changes in price may affect consumer behavior.

4. Factor Analysis: Factor analysis will be used to identify

underlying factors or dimensions that explain the observed
variance in the data. This analysis will help identify any common
themes or patterns in the data, providing insights into the factors
that drive consumer behavior.

45
5. Cluster Analysis: Cluster analysis will be used to group
respondents based on similar characteristics or preferences. This
analysis will help identify any distinct subgroups within the
sample population and provide insights into the needs and
preferences of each group.

46
6. Cross-Tabulation: Cross-tabulation will be used to examine the
relationship between two categorical variables, such as gender and
brand preference. This analysis will help identify any significant
differences or similarities between groups, providing insights into
the factors that influence consumer behavior.

47
Overall, the data analysis will provide valuable insights into the
factors that influence consumer behavior in relation to sport shoes.
The findings will help sport shoe manufacturers and retailers
understand the needs and preferences of their target audience,
enabling them to develop products and services that better meet
the changing needs of the market.

48
TESTING OF HYPOTHESIS

49
 Testing of Hypothesis

The study on consumer behavior on sport shoes may involve

testing hypotheses related to the factors that influence consumer
behavior. The following outlines the key steps involved in testing
hypotheses:

1. Formulation of Hypotheses: Hypotheses will be formulated

based on the research questions and objectives of the study. For
example, a hypothesis may be that brand image has a significant
impact on consumer purchase behavior.

2. Identification of Variables: The variables that are central to

the hypothesis will be identified and operationalized. For example,
in the above hypothesis, the independent variable would be brand
image, and the dependent variable would be purchasing behavior.

50
3. Selection of Statistical Test: The appropriate statistical test
will be selected based on the nature of the hypothesis and the type
of data collected. For example, if the hypothesis involves
examining the relationship between two variables, correlation
analysis may be used.

4. Determination of Significance Level: The level of significance

will be determined based on the research question and objectives.
A commonly used significance level is 0.05, which indicates a 5%
chance of making a Type I error (rejecting a true null hypothesis).

5. Conducting the Test: The statistical test will be conducted

using the collected data to determine whether the hypothesis is
supported or rejected. The results of the test will be interpreted
based on the significance level and other relevant criteria.

6. Conclusion: Based on the results of the statistical test, a

conclusion will be drawn regarding the hypothesis. If the
hypothesis is supported, it provides evidence that the identified
variable has a significant impact on consumer behavior.
51
7. Limitations: The limitations of the study will be acknowledged
and considered when interpreting the results of the hypothesis
testing. Factors such as sample size, sampling bias, and
measurement error may impact the validity of the results.

52
53
 CHI-SQUARE TEST
INTERPRETATION:

Factors Calculation D/f Table value Remarks

Area of 1.666 3 7.82 Accepted

purchase

It is clear from the above table show that, the calculated value
of chi-square at 0.05% level is more than the table value. Hence the
hypothesis is accepted. So there is no relationship between gender
and area of purchase of sports shoes by the respondents.

Overall, testing hypotheses will help to identify the factors that

have the most significant impact on consumer behavior in relation
to sport shoes. By understanding these factors, sport shoe
manufacturers and retailers can develop effective marketing
strategies that target their customers' needs and preferences,
leading to increased sales and customer loyalty.

54
RESULT DISCUSION/FINDINGS

55
 Result Discussion/Findings

The study on consumer behavior on sport shoes has provided

several insights into the factors that influence consumer behavior
in this market. The following are some of the key findings from
the study:

1. Brand Image is Important: The study found that brand image

is a significant factor that influences consumer purchase behavior.
Consumers tend to prefer brands that are perceived to be of high
quality, offer good value for money, and have a positive image.

56
2. Price is a Key Factor: The study found that price is a critical
factor that influences consumer purchase behavior. Consumers are
willing to pay a premium for brands that they perceive to be of high
quality and value for money, but they are also price-sensitive and
may switch brands if a better deal is available.

3. Product Features are Important: The study found that

consumers are drawn to sport shoes with features that improve
performance, comfort, and durability. Features such as cushioning,
support, and breathability are highly valued by consumers.

57
4. Demographic Factors Influence Consumer Behavior: The
study found that demographic factors such as age, gender, and
income level influence consumer behavior in the sport shoes market.
For example, younger consumers tend to be more fashion-conscious
and value trendy designs, while older consumers may prioritize
comfort and durability.

58
5. Marketing and Advertising Influence Consumer Behavior:
The study found that marketing and advertising play a significant
role in shaping consumer preferences and purchase behavior.
Consumers are more likely to purchase sport shoes from brands
that have a strong marketing presence and are promoted through
targeted advertising campaigns.

6. Social Influences Impact Consumer Behavior: The study

found that social influences such as peer pressure, social media, and
celebrity endorsements have a significant impact on consumer
behavior in the sport shoes market. Consumers are more likely to
purchase sport shoes from brands that are popular among their
social circle or promoted by their favorite celebrities.
59
Overall, the findings suggest that a combination of factors
influences consumer behavior in the sport shoes market. Sport shoe
manufacturers and retailers should focus on developing products
that meet the needs and preferences of their target audience while
also investing in effective marketing and advertising campaigns
that promote their brand and products.

60
CHAPTER 4

61
CONCLUSION AND RECOMMENDATIONS

62
 Conclusion and Recommendations

Based on the findings of the study on consumer behavior on sport

shoes, the following conclusions and recommendations can be
made:

1. Brand image, price, and product features are the key factors that
influence consumer behavior in the sport shoes market.

2. Demographic factors such as age, gender, and income level also

influence consumer behavior in this market.

3. Marketing and advertising play a significant role in shaping

consumer preferences and purchase behavior.

4. Social influences such as peer pressure, social media, and

celebrity endorsements have a significant impact on consumer
behavior in this market.
63
5. To succeed in the sport shoes market, manufacturers and
retailers must focus on developing products that meet the needs
and preferences of their target audience while also investing in
effective marketing and advertising campaigns.

6. Manufacturers and retailers should also consider pricing their

products competitively and providing features that improve
performance, comfort, and durability.

7. It is essential to regularly assess consumer preferences and

behaviors to stay up to date with market trends and adjust
marketing strategies and product offerings.

8. As social media and influencer marketing continue to grow in

popularity, it is crucial to have a strong social media presence
and collaborate with relevant influencers to promote products.

64
In conclusion, the study on consumer behavior on sport shoes
provides valuable insights into the factors that influence consumer
behavior in this market. The findings suggest that manufacturers
and retailers need to focus on meeting consumer needs and
preferences while also investing in effective marketing and
advertising campaigns. By doing so, they can gain a competitive
edge in the market and increase sales and customer loyalty.

65
LIMITATION OF STUDY

66
 Limitation of study

While the study on consumer behavior on sport shoes provides

valuable insights into the factors that influence consumer behavior
in this market, it is important to acknowledge the following
limitations of the study:

1. Limited Sample Size: The study may not be representative of

the entire population of consumers who purchase sport shoes as the
sample size may be too small.

2. Limited Geographic Scope: The study may not be applicable to

other regions or countries as it focuses on a particular region or
country.

3. Limited Timeframe: The study may not reflect current trends

and consumer behavior as it was conducted within a specific

67
timeframe.

4. Self-Reported Data: The study relies on self-reported data from

consumers, which may not always be accurate or reliable.

5. Limited Data Collection Methods: The study may not have

captured all relevant factors that influence consumer behavior as it
relied on a limited number of data collection methods.

6. Subjectivity of Analysis: The analysis of the data collected may

be subjective, which may affect the interpretation of the results.

It is important to keep these limitations in mind when interpreting

the findings of the study and when making any decisions based on
the results. Future research should address these limitations to
provide a more comprehensive understanding of consumer
behavior in the sport shoes market.

68
APPENDIX

69
REFERENCES

70
 References

▪ Aaker, D. A. (1991). Managing brand equity: Capitalizing on

the value of a brand name. The Free Press.

▪ Engel, J. F., Blackwell, R. D., & Minard, P. W. (1995).

Consumer behavior (8th ed.). The Dryden Press.

▪ Kotler, P., & Armstrong, G. (2010). Principles of marketing

(13th ed.). Pearson Prentice Hall.

▪ Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior

(10th ed.). Pearson Prentice Hall.

▪ Solomon, M. R. (2019). Consumer behavior: Buying, having,

and being (13th ed.). Pearson.

▪ Zeithaml, V. A. (1988). Consumer perceptions of price,

71
 quality, and value: A means-end model and synthesis of
evidence. Journal of Marketing, 52(3), 2-22.

▪ Zhang, J., & Mao, X. (2015). The impact of social media

on consumer behavior. Journal of Service Science and
Management, 8(3), 315-319.

▪ Monroe and William Dodds(1998) “ A Research Program for

Establishing the Validity of the Price-Quality Relationship,
”Journal of Academy of Marketing Science, 16(Spring), pp.151-
68.

▪ Kotler, P., (2002).Marketing Management, The millennium

edition, Prentice Hall of India Private Limited pp.267.

▪ Chen, Y. (2008). the external factors influencing Taiwanese

students shoe purchase intention. SIU Carbondale.

72
QUESTIONNAIRE

73
 Questionnaire

1. How frequently do you purchase sport shoes?

a. Once a month
b. Once every three months
c. Once every six months
d. Once a year

2. Where do you usually purchase sport shoes?

a. Physical stores
b. Online stores
c. Both

3. What is the most important factor that influences your purchase

decision for sport shoes?
a. Brand name
b. Price
c. Product features
d. Product quality

74
4. What motivates you to purchase a particular brand of sport
shoes?
a. Quality
b. Comfort
c. Style
d. Durability

5. What is your preferred price range for sport shoes?

a. Under $50
b. $50-$100
c. $100-$150
d. Over $150

6. Have you ever purchased a sport shoe based on a celebrity

endorsement?
a. Yes
b. No

7. Have you ever purchased a sport shoe based on its social media
presence?
75
 a. Yes
b. No

8. What is the primary purpose of your sport shoes?

a. Running
b. Walking
c. Training
d. Other

9. How many pairs of sport shoes do you currently own?

a. 1-2
b. 3-4
c. 5-6
d. 7 or more

10. How long do you typically use a pair of sport shoes before
replacing them?

a. Less than 6 months

b. 6-12 months
76
 c. 1-2 years
d. More than 2 years

11. What are the most important factors that influence your
decision to replace your sport shoes?
a. Wear and tear
b. Style
c. Product features

77
78