Analysing the consumer behaviour and the influence of brand loyalty in purchasing sportswear products

17th World Textile Conference AUTEX 2017 - Shaping the Future of Textiles

Erdumlu, N.^1 ; Saricam, C.^1 ; Tufekyapan, M.^1 ; Cetinkaya, M.^1 ; Donmez, A.C.^1

Istanbul Technical University, Faculty of Textile Technologies and Design, Department of Textile Engineering, Turkey^1

关键词: Apparel products;    Brand loyalty;    Customerbase;    Socio-demographic characteristics;   

Others  :  https://iopscience.iop.org/article/10.1088/1757-899X/254/17/172010/pdf
DOI  :  10.1088/1757-899X/254/17/172010

来源: IOP

【 摘 要 】

Brand loyalty is an important term that defines the relationship between customer and it is important for the retailers to have a large loyal customer base. Specifically, sportswear products seem to be one of the most convenient apparel product categories to develop loyalty for the consumers. In this study, it was aimed to analyse the profile of sportswear consumers and their loyalty towards the leading sportswear retailers in Turkey. For this aim, a survey was conducted among 190 participants aged between 18 and 40, and the socio-demographic characteristics of the consumers were explored. The results revealed that more than half of the participants (54.74%) identified themselves as loyal customers in terms of sportswear products. The loyal consumers stated that they would continue to buy from these brands in the future and recommend to others. Expressing the reason for loyalty, the majority of the participant related their loyalty to the satisfying products offered by this brand. However, the participants seem likely to switch to the other brands if the other brands offer attractive promotions.