Influence of Brand Loyalty on Consumer Sportswear

Very interesting research especially focused on athlete activism. The topic is attractive in the current era when multiple incidents happened and became such a big issue. This study is utilizing strong theoretical framework and abstract includes informative literature review that assists in introducing the purpose. Surely, the presentation will include in-depth insights of how athlete activism is related to athlete brand image and consumer behavior.

Our exploratory research was created to test the theory that college students might buy a sub brand of a major retailer if it was marketed to them correctly. We did this by testing some ideas with college aged students in a marketing research class at Iowa State

After watching the documentary “Merchants of cool”, it became clear that trying to market to teenagers can be very difficult. Trends are always changing, therefore the advertiser’s ideas on how to market their products, must also keep changing. They use what is called “the giant feedback loop” to win over their audience. Companies study teenagers, most of whom are trend setters, and create an alluring image of their products that appeal other teenagers. The products take on the new trend, and as a result, the teenagers buy them. The teens want the products because what they are seeing is an image of what they strive to be. Eventually, the trend will be over, and the cycle repeats itself.

Young children are targeted not just to sell products to, but to generate interest or hype in the product whereby, eventually capturing brand loyalty at a young age. This action is also important for adults too; however advertisers know that adults have already accepted their brand preference and purchasing habits.

Customers of Nike, Under Armour, and Adidas currently living in the D.C. Metropolitan area were asked to complete a survey that asked 4 simple questions about these different brands. The summary asked them to vote on which brand they prefer, wear, trust, and who is currently dominant in the apparel industry. This graph was used to help back up our facts as to why Nike should be chosen to carry apparel for your store. Nike is what the people want. This was based on a poll of 84 participants in total, and 83 for the last questions.

The data was collected with certain procedures. Initially, comprehend the research topic and objective, secondly, sketch the interview question by following the guidelines provided on QUT Blackboard as framework of the research. Subsequently, record and conduct the interview with qualified respondent. Then transcribed the interview conservation and uploaded to the online survey system. Lastly, download three other transcripts from class database of interview transcript.

I take this opportunity to express my sincere thanks and deep gratitude to all those people who extended their whole hearted co-operation and have helped me in completing this project successfully.

Children and teenagers form a good number of the world’s population. Their large numbers means they are a good market for any product that targets them. Their customer loyalty is also outstanding since they do this until they outgrow the product. Companies that sell to this age group usually have to do their marketing once in a while since most of the marketing is done by their clients, the children and teens. Children and teens make this possible by asking their parents to buy them products similar to those of their peers.

In recent years, the beverage and food manufacturing in the United States have viewed aimed children and adolescents as a significant market force. Good marketers are concerned about youth consumers due to

An advertiser of new trend setting products often struggles with choosing a target market but now the choice is becoming clear. The young consumer market has developed itself into an empire in which companies flourish. Boys and girls ages 13-25 set the wave for what is considered cool and what isn’t. As a result, companies have carefully listened to what these “kids” have to say and then tried to develop products and ideas that resemble what they consider to be cool. Companies have focused their products around this up and coming group and by realizing what an impact they make, they have profited and the economy has yielded a substantial return. The question is how

Through our interviews we aimed to understand the consumer-product relationship between individuals and their shampoo brand. As a group we were surprised by the level of brand loyalty individuals have towards their shampoo. A successful marketing campaign should therefore not only take into account the consumer decision making process but also the consumer-product relationship. As it is through exploiting and analyzing this relationship that marketers can capture new customers and retain old customers. Marketing managers should not underestimate the power of the consumer-product relationship even for something as mundane and seemingly unimportant as

Routine Problem Solving Nike's prominent and continuous advertising campaigns ensure that consumers in the youth market are aware of the brand, as greater awareness inevitably leads to greater sales. Once these sales are secures by consumers in the youth market their interest is maintained by further advertising, which leads to repeat purchase. 4.5 Variety

The term “Brand Loyalty” also called as “Customer Loyalty” has been in the business industry since a very long time as a model to be used in conducting business. But it wasn’t until the mid to late 1900’s that the term was actually given its due importance by making it a vital part of advertising and marketing. The concept of marketing evolved substantially from being focused on sales of a product to having Customer satisfaction to be its focal point. Studies further revealed that there was a positive correlation between customer satisfaction and Brand Loyalty.

During research the author found out that perceived brand associations such as brand attitudes, brand image and perceived quality together considered as brand associations may influence the perceptions of consumers towards brands. Further, Aaker in 1991 suggested that these brand associations are the means through which consumers’ memory towards a brand is developed. Aaker has studied these three concept’s relations theoretically and empirically and as such the author of this thesis finds the information regarding these three concepts to be important factors that influence the consumers’ perceptions.

(2006) research of brand loyalty of sportswear brands identified seven factors that can influence consumers. These will be outlined in more detail below. Price is one of the most important factors that can affect brand loyalty. The most price conscious consumers will be affected the most by the pricing techniques offered by stores. Prices conscious people are defined as searching for the best value by buying at sale price or the lowest price available (Sproles and Kendall, 1986). Customers who have high levels of brand loyalty are confident in their favourite store, so much that they are discouraged from evaluating prices in the market from other competitors, as they are very price tolerant (Yee and Sidek,