A critical examination of what influences the purchasing decisions of sport supplement consumers.
Cardiff Metropolitan University
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In order for the marketing process to be successful the organisation must identify what the consumers actually want. Once this is identified the products should sell themselves, as they will be so well known by the consumer. Being appealing to a customer is a fundamental component to skilful marketing (Kotler, 1997., Hoye & Ebrary, 2009., Drucker, 1999). Consequently, due to the increasing participation levels in sport, the use of sport supplements is growing accordingly (Mintel, 2013, Sport England 2013). The following study explores the main factors that influence the purchasing decision of sport supplement consumers, in relation to the purchasing influences from both advertising, recommendations, beliefs and motives. A total of 9 interviews were conducted, matching the desired requirements for the specific sample that consisted of sport supplement consumers only. The study findings showed that there is a significant connection between sport supplement use and consumers who play sport at a high level. These sport supplement consumers were also found to be clearly influenced by their coaches, peers and role models. It was found that the sport supplement consumers in the study showed a recurring theme of being heavily influenced to purchase through social media advertisements, with specific fondness of the supplements being tailored to them specifically, whilst also being reassured that they are safe. Regardless of the influences affecting the decision to purchase and the fact that sport supplement consumers need reassurance on the safety of the products, it was also found that there seems to be little knowledge amongst the consumers about the safety of the supplements that they are using and whether or not they produce the benefits that they claim.
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