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Title: Consumer behaviour in the football boot industry
Authors: Dettmann, Emanuel
Issue Date: 2011
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.
Description: Submitted in fulfillment of the requirements of the Degree of Master of Technology: Quality, Durban University of Technology, 2011.
Appears in Collections:Theses and dissertations (Management Sciences)

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