Dissertation > Culture, science,education, sports > Sports > Sports theory > The relationship between sports and other disciplines

Spotrswear Consumers Purchasing Decision Analysis and Cultivation of Brand Loyalty

Author GuoWengZuo
Tutor PanLi
School Dalian University of Technology
Course Art of Design
Keywords Purchasing decisions Sportswear Bring up brand loyalty Li-NingCompany
CLC G80-05
Type Master's thesis
Year 2013
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Nowadays, sports related consumption has become a large proportion of citizens’ dailycost. The sports domain was developing very fast which is benefit from the holding of2008Beijing Olympic Games and the growing of the consumption capacity. More and morecompanies come into sports clothing domain and there’s keen competition between nativeclothing brands. In2012, the market developed slower and many brands declined in theirperformance, even deficit as Li-Ning reported. Therefore, both the sports market and demandtrend have changed. The consumption conception and purchasing decision to clothing fromcustomers will greatly affect the future development of sports brand in our country.Researching on consumer Psychology of sports clothing and bringing up ordinary consumerson brands are very importance to our country’s sports brand development.According to the depressed status of native clothing market, taking the methods ofquestionnaire, documents covering and database analysis, we analyze the activity of sportsclothing consumption of our country, which includes the consumption frequency,consumption channel, structure, type of products on, preferring factors, consumption motiveand sporting habit, etc. Furthermore, we investigate the relationship between four populationcharacters, six purchasing decision factors and the brand loyalty, and get the conclusions thatthe sex and income will affect much on brand loyalty, but the age and education are not; thefrequency of exercise and purchase, the amount of purchase and the favor on brands willgreat affect the brand loyalty.Then taking Li-Ning brand as a typical case, we investigate on the brand understandingfrom customer, researches on the annual report and documents before, summarize the factorscausing the decline of brand loyalty and performance, points out the direction to improve.After that, we SWOT analyze the strategy of putting on the sub brand of ‘Li-Ningadventure’.Finally, combining the problems domestic sports brand at the time being and thefactors affecting the consuming decision, we propose following suggestion to bring up thebrand loyalty of customers: increase the performance-to-price ratio and pay attention to theresearch and innovation; enhance the membership policy and belongingness from customer; optimize the product structure; rebate to customers and increase their satisfaction; build upcore-competitiveness and brand sense to be well known by customers; enhance theconstruction of basic sports facilities and promote sport consumption; pay attention to themanagement of stores to build up favorable reputation; enhance the propagate and beat thefakes; reasonable allocation between on-line and off-line sale to take the advantage of eachother.

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