Consumer behaviour in the football boot industry

Abstract

Football boot manufacturers can have an advantage over their competitors if they gain knowledge about the purchase decision-making process of their consumers. It is significant that marketers understand the important criteria of a consumer’s purchase decision. This study aimed to investigate consumer behaviour in the football boot industry, to support football boot manufacturers with information of the purchasing behaviour of their consumers in order to establish product development and novel marketing strategies. The objective of the study was to identify expectations of survey respondents in terms of the factors which influence their purchasing behaviour of football boots in the federal state of Bavaria in Germany. In order to accomplish the objectives of the study, a quantitative study was conducted by means of self-administered questionnaires. A sample of 400 questionnaires was administered. The respondents were purposively selected. Conclusions and recommendations were thereafter drawn from the literature and the findings of the study. The results showed that quality and brand names were the major influential factors in the purchase decision. Adidas was the most popular brand, followed by Nike and Puma. Citing satisfaction with their purchases, consumers were brand loyal and repeated purchases occurred. The research recommended that football boot manufacturers need to invest constantly in its development and quality management program in order to meet consumers’ expectations and international standards.