Short answer
Prioritize building a strong, positive brand image and fostering a favorable consumer attitude, as these are the most impactful factors in driving purchase intention for branded sportswear.
- Field
- Innovation & Markets
- Source
- International Journal of Academic Research in Business and Social Sciences (2023)
- Method
- Quantitative correlational study
- Sample
- 250 participants
- Evidence
- Strong effect
Consumers' intention to purchase branded sportswear is significantly influenced by their attitude towards the product, social norms, perceived control over purchasing, price, and crucially, the brand's image. This innovation & markets research insight is drawn from a 2023 study published in International Journal of Academic Research in Business and Social Sciences. Using Quantitative correlational study with 250 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize building a strong, positive brand image and fostering a favorable consumer attitude, as these are the most impactful factors in driving purchase intention for branded sportswear.
Brand image and perceived value are key drivers of sportswear purchase intention.
Consumers' intention to purchase branded sportswear is significantly influenced by their attitude towards the product, social norms, perceived control over purchasing, price, and crucially, the brand's image.
International Journal of Academic Research in Business and Social Sciences · 2023
Key Findings
- 01Attitude, subjective norm, perceived behavioural control, price, and brand image all have a significant positive relationship with purchase intention for branded sportswear.
- 02Attitude emerged as the most dominant factor influencing purchase intention.
Application
Design takeaway
Prioritize building a strong, positive brand image and fostering a favorable consumer attitude, as these are the most impactful factors in driving purchase intention for branded sportswear.
How to apply
When designing marketing strategies for sportswear, consider how to positively influence consumer attitudes through endorsements, aspirational imagery, and highlighting product benefits. Also, ensure pricing is perceived as fair value for the brand's image and quality.
Project actions
- 01When researching consumer behaviour, consider using established psychological theories like the Theory of Planned Behavior.
- 02Ensure your data collection method (e.g., surveys) is designed to capture nuanced attitudes and perceptions.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilized a robust statistical analysis (Pearson correlation and Multiple Linear Regression).
- +Investigated multiple relevant factors influencing purchase intention.
Limitations
The findings are specific to a university student population and may not apply to older adults or different cultural contexts. The study relies on self-reported data, which can be subject to bias.
Reliability & validity
The use of established scales for attitude, subjective norm, and perceived behavioral control (often derived from the Theory of Planned Behavior) would enhance reliability and validity. The sample size of 250 is adequate for statistical analysis, but a larger, more diverse sample would improve generalizability.
Think critically
How might the influence of 'subjective norm' and 'perceived behavioural control' differ across various age groups or cultural contexts when purchasing sportswear?
Design Principles
"Consumer purchase intention is a complex interplay of personal beliefs, social influences, perceived feasibility, economic factors, and brand perception."
Understanding these drivers is essential for developing effective marketing strategies and product positioning for sportswear brands. Designers and marketers can leverage this knowledge to create products and campaigns that resonate with target audiences, ultimately influencing purchasing decisions.
What This Means for Your Design
People are more likely to buy branded sports clothes if they like them, their friends like them, they can afford them, and the brand has a good reputation. Liking the clothes the most is the biggest reason they'll buy.
How to use in your project
- 1.Reference this study when discussing factors influencing consumer choice in your design project, particularly if your product targets a similar market or relies on brand perception.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that consumer purchase intention for branded sportswear is significantly influenced by a combination of factors including personal attitude, subjective norms, perceived behavioral control, price, and brand image. Notably, a positive attitude towards the product itself often emerges as the most dominant driver, suggesting that for designers and marketers, cultivating a desirable product perception is paramount to influencing purchasing decisions within this market segment.
Source
International Journal of Academic Research in Business and Social Sciences
Factors Affecting UPM Students' Purchase Intention for Branded Sportswear
journal · 2023
View sourceQuestions About This Research
- What does the research say about brand image and perceived value are key drivers of sportswear purchase intention?
- Prioritize building a strong, positive brand image and fostering a favorable consumer attitude, as these are the most impactful factors in driving purchase intention for branded sportswear. Evidence: International Journal of Academic Research in Business and Social Sciences (2023).
- Why does "Brand image and perceived value are key drivers of sportswear purchase intention." matter for design?
- Understanding these drivers is essential for developing effective marketing strategies and product positioning for sportswear brands. Designers and marketers can leverage this knowledge to create products and campaigns that resonate with target audiences, ultimately influencing purchasing decisions.
- How can designers apply this research?
- Prioritize building a strong, positive brand image and fostering a favorable consumer attitude, as these are the most impactful factors in driving purchase intention for branded sportswear.
- What were the main findings?
- Attitude, subjective norm, perceived behavioural control, price, and brand image all have a significant positive relationship with purchase intention for branded sportswear.. Attitude emerged as the most dominant factor influencing purchase intention.
- What research method was used?
- Quantitative correlational study with 250 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from International Journal of Academic Research in Business and Social Sciences.
- What should I do differently in my next project?
- When designing marketing strategies for sportswear, consider how to positively influence consumer attitudes through endorsements, aspirational imagery, and highlighting product benefits. Also, ensure pricing is perceived as fair value for the brand's image and quality.
- What are the limitations?
- The study was conducted among university students, which may limit the generalizability of findings to other demographics. The focus was on branded sportswear, and findings might differ for unbranded or generic athletic apparel.