The Influence of Brand Image on Consumer Behavior and Satisfaction in Purchasing Sports Casual Wear – A Case Study on College Students of HsinChu City
|關鍵字:||運動休閒服;消費者行為;品牌形象;滿意度;Sports casual wear;Consumer behavior;Brand image;Sports casual wear, Consumer behavior, Brand image, Satisfaction|
With the advancement of technology has contributed to the freedom and diversity in people’s lives and as people have become more affluent. The exercise has become a popular lifestyle choice for the masses and also exercise is not synonymous with athletes or competition training; it has become an emblem of health, lifestyle, and a regular part of life for a vast number of people. This has provided a great opportunity for the sports casual wear industry as the number of participants keep on growing in gyms, homes, schools and sports fields all over the world. In addition different types of training and exercise require different types of casual ware and equipment. As the result, it is not only the famous sports brands that are now focusing on gearing their marketing towards sports casual wear, but also a lot of competitors are entering the market because of booming business opportunity. The question now is how to get accurate information on consumer demands and build a resilient brand name and image to face future challenges. The study focuses on the relationships of brand image, consumer behavior and satisfaction of sports casual ware. In order to know if the brand image will affect consumer behavior and satisfaction 442 valid questionnaires were collected from Hsinchu college students for statistical analysis. The results show that demographic variables have significant differences on consumption variables, source of information and purchase motivation, but part of influence on product attributes and brand image. Also, brand image and customer satisfaction have positive correlations. Consequently it is reflected in the study that companies can be benefited by focusing on several target consumer to do market segmentation and to develop different market strategies, or they can cooperate with distributors and have strategic alliances with different business fields. Moreover, virtual channels are becoming one of the most important markets for the future.