A study on consumers’ motivations for brand-switching according to consumer’s favourite sportswear

Abstract

Marketers are encouraged to develop a marketing programs to aid in customer satisfaction and drive them to be brand loyalists. Therefore, this study is to provide the basic knowledge required to develop a marketing strategies that is associated to consumers’ brand-switching, by looking into consumers’ motivations for brand-switching and according to favourite type of sportswear. 411 respondents, Singaporean between the age of 18 to 35, completed the online survey. One-way ANOVA was conducted for the analysis of data. The results from the study indicated that there is positively significant relationship between motivational factors of brand-switching when purchasing consumer’s favourite sportswear items as compared to purchasing general sportswear items. Additionally, age, gender, occupation and product quality do play an important aspect in influencing consumers to be loyal brand customers. With the increase in sporting activities, sportswear industry is one area which offers vast potential in the consumer market. Hence, comprehensive and positive findings on this topic would definitely impact on consumers and marketers. Further research using quantitative method can be conducted to address a wider sample size and to identify a stronger trends.