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OF ADIDAS SPORTSWEAR.
The aim of this paper is to analyse various factors that affect the level and reason
for brand loyalty of the customer of Adidas sportswear. Specially it seeks to answer the
following question.
Hypothesis
This paper intends to critically analyze the factors that influence sportswear customer
brand loyalty towards specific brand. The following hypotheses are consequent on the
basis of factors that influence brand loyalty.
Ho: There is no significant difference between factors including style, price, quality and
brand name of Adidas sportswear.
Theoretical Framework
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The theoretical framework of this research is as follows.
This provides insight about level and reason of brand loyalty based on theory derived, by
reviewing advertisement on Adidas sportswear people will get the information about the
product. First in the style, Visual appearance of a produce product creates affection to
customer influencing to purchase is termed as style, Price, is the money spent to purchase
a product. When a customer gets loyal to specific product, price does not obstruct him to
purchase but to create loyal customer brand need to offer quality product providing
superior value for money. Product quality, Product quality that affects brand loyalty of
Adidas customer includes durability and performance of fabrics, color , size, cutting,
finishing, functionality ,and comfort features of sports wear, Brand name, Brand name is
the establishment and nourishment of identity, image, and quality over the long period of
time. Attributes of brand image in case of Adidas sports wear includes good reputation,
attractive brand image, this research framework would be a big help for both sellers and
consumer parts.
Very loyal
QUESTIONNAIRES
Loyal
Somewhat loyal
INPUT
FACTORS/REASONSFOR
BRAND LOYALTY
PROCESS
Price
Stlye
Quality
Brand name
OUTPUT
Figure 1.
Research Study on the level and reasons of brand loyalty of Adidas
sportswear.
The purpose of this research is to investigate how the respondents are influenced by level
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and reasons of brand loyalty of Adidas. Brand loyalty is important for an organization to
ensure that its product is kept in the minds of consumer and prevent them from switching
to other brands. Researchers show that it is not easy to obtain and maintain consumer
loyalty for companys product because there are many forces drawing consumer away
such as competition, consumer thirst for variety, etc . The figure above shows that there
are four , only five are shown in the figure above of brand loyalty which are price, style,
quality and brand name.
Significance of the Study
The outcome of the study of research on the level and reasons of brand loyalty of
Adidas sportswear will benefit the company.
Company- The result of this study will help the marketing strategy of Adidas
sportswear.
Customer The study will help the customer to understand when any new local
company enters into the market rather gaining much knowledge about the characteristics
and usefulness of the product.
Future researchers This study may serve as guide or reference for any related
research.
Competitors The study will help to gathered some information that they can
make their own strategy for their company.
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Related literature
Sportswear brands like Umbro, Puma, Reebok, Fila and Adidas are popular to sportswear
customers. Young people take Sportswear as a general and popular category because it is
identified by them with a greater flexibility, comfort and more relaxed lifestyle.
Manufacturers such as Adidas and nike started expanding their business definitely in the
Asia to achieve higher sales volime for their products. Lot of companies tries to increase
brand loyalty among their customers particularly in sportswear industry. Brand loyalty is
defined as a customers careful or careless decision which is represented by the
willingness or attitude of repurchasing continuosly a definite brand. The final goal of
marketing is popularly known as the brand loyalty. Brand loyalty suggests a customer
pledge of repurchasing the product of the brand through repeatedly purchasing a service
or a product and positives attitudes like promising word from them. This suggest that the
repeated purchase decision is greatly dependent on the performance quality of the product
or service and trust.
Foreign study
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This study investigates brand loyalty and other brand performance metrics in the UK
sportswear market. It utilizes consumer purchase data kindly provided by Taylor Nelson
Sofres. The study finds that empirical regularities discovered by Andrew Ehrenberg and
colleagues apply to sportswear brands - including iconic brands such as Nike and Adidas.
The main findings are that (1) sportswear brands enjoy polygamous loyalty from their
buyers; (2) the market exhibits the classic double jeopardy pattern whereby smaller
brands have slightly lower loyalty; (3) consumers switch between sports brands
approximately in-line with their market share; and (4) a brands performance with respect
to any demographic-based consumer sub-group is approximately the same as it is in the
population generally. That is, sportswear brands tend not to have markedly different
appeal to particular demographic segments. Therefore, even iconic brands and selfexpressive, emblematic product categories show predictable patterns in brand
performance. These well-documented empirical patterns should be used by research
providers and brand managers to contextualize brand performance.
Local study
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This study which began in August of last year revealed that among Filipino teens, the top
brand is Bench, followed by Jollibee, Nike, Jag Jeans, Adidas, Natasha, Nokia, Coke,
Avon, and Tribal. On the other hand, for Filipinos in their early twenties, Jag takes the
number one spot followed by Bench. Lee and Levis also made it into the top 10 for this
age group.
The TRU Study 2012 Philippines Edition is composed of 1,200 face-to-face interviews of
Filipinos from age 12-24 spanning across A,B,C,D and E households across the nation
including urban and rural areas. It is a valuable resource for companies to understand the
behaviors, preferences and purchasing habits of teens, ensuring that their strategies and
marketing campaigns communicate to and are relevant to their target audience.
The study also showed that Filipino teens average weekly spending is now estimated at
Php327, amounting to a total annual value of Php268.8 billion, roughly 18% higher from
last years Php278 average spending per week. On the Filipino young adults segment
which is just about half of the teen population, theres an estimated Php322 billion
spending capacity
Research Design
The proponents use descriptive method for research. In this method, the researcher
interacts with the participant, uses surveys or interviews to collect the necessary
information. The researcher will use this method because of its productive ability in
future possibilities as well as good provision of basis in decision making and the best
methods for collecting information that will demonstrate relationship and describe the
world as it exists.
Respondents
The researcher used purposive sampling:
Purposive sampling- The respondents of the study are choose based on their
knowledge of the information required by the researcher.
Secondary data is using information that has already been produced by other people.
A secondary data is used by person usually not present at the event and relying on
primary source documents for information. Secondary source usually analyse and
interpret. Finding out about research that already exist will help from new research.
Percentage
Percentage= f / N x 100 %
Likert scale- is a psychometric scale commonly involved in research that
employs questionnaires. It is the most widely used approach to scaling responses
in survey research, such as that the term is often used interchangeably with rating
scale, or are accurately the likert-type scale, even though the two are not
synonymous.
RANGE
0.0 - 1
REMARKS
Strongly disagree
1.01 - 2
Disagree
2.01 - 3
Agree
3.01 - 4
Strongly agree
Analysis of Variance
Sum of Square
Total
TSS
SSB
(column)
SSW
(error)
df
k-1
k(n1)
nk-1
Mean Square
2
___SSB ___
S1 =
k-1
Tabular f
2
S1
S2 = __SSW___
k(n-1)
f ay1,y2
f =_________
2
S2