Perceived Importance of the Factors Affecting Consumers’ Purchase of Sports Brands

The sports brands and sports product market is an ever growing industry that generates billions of dollars yearly. Sports marketers have constantly faced the challenge of fully understanding consumer behaviors and factors that influences the choice of sports brands and the purchase of its products. This study investigates the importance of sports brand selection factors and how they vary amongst some demographic segments such as gender, age group, education level, sports brand preference, level of engagement in sports and preferred method of shopping (online or stores). The result showed that there is a significant difference between genders with respect to some of the general selection factors. It also showed a significant difference within each of the other demographic segments which are education level, age groups, level of engagement in sports, sports brand preference and preferred method of shopping all with regards to the general selection factors. The study also points out which element within each of the demographic segments places more importance of the general selection factor. Keywords: Brands, sports, sports brands, selection factors