Identification and Critical Analysis of Factors Affecting Consumer loyalty to Sportswear Brands: A Focus on undergraduate sport students
Cardiff Metropolitan University
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The purpose of this research is to identify and critically analyse factors affecting consumer loyalty to sportswear brands, amongst undergraduate sports student in a University in Wales. The study uses a mixed methodology approach (Denscombe ,2007). A questionnaire was used to identify relevant factors affecting undergraduate student customer loyalty. It was formulated using both open and closed questions in order to collect both Quantitative and Qualitative data. Qualitative data was then categorised for ease of analysis. Additionally, a focus group was used to further explore the reasons behind undergraduate student consumer loyalty in more depth. The results from this study suggest that most students are not loyal to one brand but do move from sportswear brand to sportswear brand. Additionally, the key factors which affect undergraduate Sports students’ consumer loyalty to sportswear brands are: Price, Style, Quality, Brand Name and Promotion/Advertising. Significantly, contextual factors such as, student finances, the use of the internet and wearing the required University sportswear brand have an effect on undergraduate student consumer loyalty to sportswear brands.
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