|dc.description.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||en_US