What factors influence females when purchasing athletic footwear?

Abstract

The main purpose of this study is to explore the purchasing decisions that women make when acquiring athletic trainers. The dissertation studies the most influential factors and the least influential factors which women consider when purchasing athletic trainers. Questionnaires were distributed to 100 female participants (n=100) between the ages 18 to 22, which included closed questions. The questionnaire was structured in three sections; one section with three questions about the participants general purchasing habits, second section with eight questions included the participant’s opinion on general purchasing factors. Following this, the participants were asked to rate their top three influences, and their bottom three influences. The questions included; brand, price, customer service, external influences and comfort and the results will then be statistically analysed. The sample population was chosen through convenience and purposive sampling within a university environment. The study revealed that the main three factors which influenced the female participants when purchasing athletic trainers were, colour (n=78), comfort (n=84) and brand influence (n=77). Also found were three factors which were not influential; discount (n=61), confused by over-choice (n=69) and impulsive buy (n=80). Completing this study adds to the current purchasing decision literature. Following the proposed method a limitation of the study has been found. A comparison of gender could be carried out to investigate the different types of gender purchasing habits. This would contribute to a deeper understanding of genders and progresses the study further. By completing this, it offers retailers and athletic footwear designers with advice about what consumers desire. Key words: (4/5 key words