The impact of marketing in sport footwear industry on contrasting consumer behavior within the United Kingdom
Introduction.
This research work will focus on the investigation of the marketing influence on consumer
behavior among two main trainers’ brand competitors: Nike and Adidas.
The purpose of the research Is to understand the strongest side of both brand and purchasing making-decision. It is generally agreed today that giant companies have rivals. For instance: Disney and Time Warner, Zara and H&M, Apple and Samsung, BMW and Mercedes, Nike and Adidas. One of the main point of their competitive advantage is the performance, and how they attract their customers by quality and marketing. From the 20th century, people has touched with the issue with sport trainers, which it is better to buy, and on which aspect should be concentrated. Because, in the world of rapidly changes and highly competitiveness in sport industry. Annually, the global sport companies are creating the newest footwear models for various sport and daily life, with the latest technologies, innovation, comfortability and design
Rationale
The audience for this research:
Professional Athletes (because it is important for them to know about sport footwear and preferences from various sport players)
Sport amateurs (it is interesting for them to know the preferences in sport shoes for professional athletes and public)
General public (it is important to know the reason of purchasing specific sport shoes brand)
This research is important because in the current daily life with high-tech development in sport marketing and footwear industry, it is difficult to distinguish why some people prefer Nike and others Adidas. What is the main reason? The impact of advertising? The quality of trainers? Trend, Design or Comfortability? The researcher will investigate and provide the results of this research.
Influence of sport marketing on consumer behavior
According to an article in the www.telegraph.co.uk., 2015, Britain’s sport industry plays an
important role in the country’s economy. The gross national product consists of almost 2% and
around 3% of the common consumer consumption in 2015. Moreover, the proportion of people,
who occupy in sport industry is around 2% of the overall quantity of workers. Sport segment in
the United Kingdom is supporting over 450,000 jobs and a £20bn industry during the last five
years (2011-2015). Experts suppose that it is the start line, not finish; and believe that the sector
will be growing.
As regarding to Funk, Alexandris and McDonald (2016, p.5), they state that as an academic
sphere, consumer behavior appeared in the beginning of 1980’s from different subjects such as
economics, anthropology, psychology, sociology, etc. In consequences of exacerbation between
various sport markets, the sport marketing has started to develop rapidly. Therefore, the learning
of consumer’s consumption and behavior of unique goods and services (in sport market) is one of the important aim and component of sport marketing. Consumption is a form of activity, within
the scope of people, who has used a consumption of goods with variety methods. The analysis of
consumer behavior at the sport market is an essential aspect in marketing manager’s work. It
allows to: be engaged in marketing; to improve sport products; to track the influence of price’s
dynamic at the market; and provide a customer satisfaction of each market’s segments.
Turning again to the www.theguardian.com , the biggest interest for the last times has
provoked in the consumption of “The highest echelon” at the sport market, which include:
sponsorships, the sailing of rights for live sport matches, fee for player’s rent as well as their
purchasing and rewards. However, the amateurs of sport prefer to spend money not only as viewer, but also as participants in the tournaments. In other words, consumer behavior at the sport market not lay into the one of defined standard models, because the consumers the same as many as sport items, and there are also different. The level of interest in sport and loyalty from fans for their favorite teams also widely differ. Some people prefer to watch sport on TV and sometimes enjoy watching at the stadium/court, others buy a season ticket and try to not miss any matches. The same with trier preferences with apparel and footwear. (Shank and Lyberger, 2015, p.15)
Research model and process
The research model of this work will be based on primary research which include:
