Perception of selected sportswear brands with emphasis on expected benefits and features as prerequisite for customer satisfaction

Abstract

Brand management has an important role in strengthening the loyalty of current customers as well as in attracting new customers. The product brand largely influences consumer buying behaviour. Many customers prefer branded products to non-branded goods in general, while others prefer branded products only when buying some kinds of products. This research is focused on analysis of perception of selected brands of sportswear (Nike, Adidas, Reebok, Under Armour, Puma, Asics, Umbro, Fila, Crivit, Quiksilver) by Slovak customers with an emphasis on expected benefits and features that are expected after buying preferred sportswear brand. The aim of research is to analyse the relationship between selected socio-demographic characters of Slovak citizens (age, gender, economic status, net monthly income, education) and their expected benefits of selected sportswear brands (happiness, lifestyle, attention, finding friend, increasing of social status). The relationship between selected factors was tested on a sample of 2002 respondents from Slovak republic. Information on perception of sportswear brand has been obtained through a survey. The results of the survey were evaluated using appropriate mathematical-statistical methods (correlation analysis, testing of statistical hypotheses). The assumption of a significant impact of the socio-demographic characteristics of the respondents on the expected benefits was confirmed partially.