An Evaluation of the Determinants of Brand Choice: A Study of Sports Supplements

Abstract

This study aims to understand what drives individuals to choose and purchase certain brands of supplements. It aims to answer the objectives of how individuals feel about themselves, by understanding the concept of the Self. Furthermore the study looks at what motivates an individual and why these stimuli change from person to person. Finally it moves on to understand the effects of Self-monitoring and Self-motivation and how these impact buyer behaviour.