A research on the buying styles of Global Sports Clothing brand consumer

Today, the consumers have many alternatives about the products they think to purchase. Brands are one of the important elements which effect on the consumers' preferences. This research is a cross sectional study which is designed to examine the factors that effect on the consumers' purchasing behaviors of global sportswear brands. The study group of this research consists 500 students who are from Muğla Sıtkı Koçman University. The students were from Sports Sciences Faculty and they were from Sports Management, Coaching Education, Physical Education and Sports Teaching and Recreation departments. Socio-Demographic Characteristics Form and a 5-point Likert-type Consumer Buying Behavior Scale consisting of 7 sub-dimensions developed by Sproles and Kendall (1986) and adapted to Turkey by Bikari (2013) were applied to the study group by the researcher. The students prefer the most popular global brands which have the largest share in the market. The results also showed that the age, class and income do not affect the preferences. It has been found that there is a positive relationship between brand loyalty, purchasing preferences, perfectionism, fashion orientation, shopping attitude, brand awareness and quality orientation and purchasing styles. It has also found that according to the gender variable there is meaningful difference about the purchasing preferences, fashion orientation and brand awareness dimensions but there is not a meaningful difference for brand loyalty, perfectionism, attitude towards shopping and quality orientation. According to the results, It has been determined that purchasing styles do not differ according to sports brand preferences, there is a positive relationship between brand loyalty, purchasing preferences, perfectionism, fashion oriented, shopping attitude, brand awareness and quality orientation and purchasing styles. Keywords: Sport, Sportswear Brand, Consumer Behavior, Consumer Purchasing Style, Global Sportswear Brand