A critical analysis of factors affecting the purchasing of replica football kits by young consumers in south Derbyshire
Cardiff Metropolitan University
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This study investigates the effects on children and their parents of British football club's marketing, the pressures put on parents by children in purchasing situations and vice versa. The study focuses specifically on the purchasing of replica football kits by the 11-14 age group in South Derbyshire. The purpose of the study is to analyse the buying roles, choice of club to support and general views on replica football kits. The sample consists of 421 children aged 1 1 - 14 from a local school with a large catchment area. The sample is researched using quantitative questionnaires and analysed using SNAP survey software. Results show that the marketing mix relates to the replica football kit in the price, product and promotion areas. Furthermore, children are the initiators of the purchase and parents are the buyers of the replica kit. A child's choice of football club to support can be from family influences or outside influences, both of which are equally represented in the sample. The study reveals that differences in marketing approaches to different genders are necessary as females are more socially conscious in fashion term than males. Therefore the longevity of a product can take two forms; actual longevity and perceived longevity. The study concludes that the replica kit is not market orientated, as it is not what the consumer wants in price or reproduction. To further the study it is recommended that qualitative research is carried out from a club perspective, and greater quantitative research is carried out on a wider geographical scale.
BSc (Hons) sport, PE and Recreation
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