Impact of branding on behaviour decision of customers in buying running shoes (in conditions of the Slovak Republic)

Abstract

The purpose of this study is to investigate factors that influence the Slovaks athletic footwear purchase. This research will aid in gaining insights in Slovakians consumer behaviour, motives behind purchase decision of sport shoes and understand the dynamics of purchase decision with regard to the sports shoes and thereby help in formulating customised marketing strategies. Three hundred and thirty three people participated in the study. A questionnaire was spread among runners in Slovakia. An on-line version was circulated for online-respondents and a paper version was distributed to middle and long distance runners on their training spots. We also had respondents from University Students of Physical Education and Sport. Throughout the review of literature and the conduction of a pilot study several characteristics were considered; gender, price, colour, style, brand name, comfort, quality and monthly income. Marketers and advertising managers can utilise the findings of this study to communicate with the Slovak consumers more effectively.