Customer Behaviour Analysis in Sportswear Industry

Customer Behaviour Analysis in Sports fag out IndustryIn the military personnel we live today, businesses and top companies shoot to understand what their companies confuse to offer to their customer and they have to understand the needs of the consumers in their markets. Consumer deportment is the poopvass of privates, groups, or organizations. The way customer buys their product and the shipway they select their particular products in Singapore. (Customer behavior, 2010)Sportswear market is one of the leading markets in the world and the full-sizegest players in the sports wear argon Nike and Adidas these atomic number 18 the biggest market leaders in the world for the creativity and the sports equipments they have to offer to the people. Singapore is a very diverse country with different ethnic backgrounds from places live in Singapore as this is sports loving country as the Youth Olympics were held in Singapore in August 2010, as is the one of the biggest target marke t for the sports equipments as the people of Singapore are sports loving people. Singapore is one of the famous tourist destinations in the world famous for shopping, tourist destination, Santosa beach, and two newly opened CasinosThe Customer behavior of visitors on athletic wear in Singapore is mostly influenced by social, cultural, personal and Psychological factors. (Kotler, Armstrong, Yau Hon Ming, 2009) Consumer behavior is inciteed by many diverse factors for example, what influences you before you buy a product or service? Your friends, your raising, your culture, the media, a role model or influences from certain groups. (Learn Marketing, 2010)On a more personal level, I have perpetu bothy had a deep interest in trying to understand how otherwise people think and what realizes them behave in the way that they do. I feel that in doing this we come more rapidly to understand our own undivided ways and patterns of thought and ways of behavior. Singapore market is growin g rapidly as they have recovered from the economic crisis and the people of Singapore are purchasing the products as they are being influenced as their spending power is more than before as the economy of the country is recovered and Singapore is attracting piles of visitors to Singapore for shopping, Casinos, Travel and leisure. This gives the opportunity to the sports accessories companies a better target market to occupy and generate ways of attracting their target customer.1.1 Objectives of the lookThe main objectives of this research is to understand the factors that are affecting the customer behavior and the way they act while purchasing the product and these factors helps the sportswear companies to know and to understand and predict get behavior of consumers in the market place and what are the trends, behavior of the customer and the way they buy products in the market, from a debauched wear deal Manchester United Jersey to a Football shoes or jogging shoes, it is con cerned not only with what consumers buy, but in addition with why they buy it, when and where and how they buy it. (Himansu. S. M, 2008)Sportswear market is growing in Singapore as the tourism industry is growing rapidly as it is attracting lots of visitors to Singapore. However, a sporting culture in Singapore and the passion for sports excellence and a vast business plan have the potential to produce results well beyond our dreams. The timing is excellent as it has never been before and for the customers and companies active in Singapores sports scene. (Kotler and keller, 2009). The sports market in Asia Pacific is booming. The total value of the market should croak $17 billion in 2009, fit in to a global contemplate by an independent management consulting firm. (Sports Industry, 2009)The factors that influence the customer behavior are spot, office and get on withLifestyle temper and attitudeWe have to understand how these factors play an important role in influencing the customer buying behavior towards buying sports equipments in Singapore.There is big qualifying in the number of visitors coming to Singapore from couple of years and the Singapore market is booming as the figures show thither is vast change in the number of visitors coming to Singapore from the year 2007 to 2010.Figure 1,2,3 Visitor arrive in Singapore 2007 to 2010CUsersDickeyDesktopSnag itVisitordec 07,dec08.pngCUsersDickeyDesktopSnag itVisitor10-23-2010 2-22-36 PM.pngCUsersDickeyDesktopSnag itjuly 2010 visitors.pngSource STB, 2010Research focusThe focus of this research is to understand how Role, Status, Age, Lifestyle and approximatelybodyality and spot of an various(prenominal) and how it plays an important role on buyer mood, conditions that affect the customer behavior when they are purchasing a sportswear product. The reason for coming out with a model is that this gives us an understanding how the visitors in Singapore behave when they are buying sportswear and this will help us to understand the customers better and how they react and what are the factors that influence the consumer behavior of visitors on sportswear in Singapore. harmonize to the research we have derived on this that most of the visitors coming to Singapore are for shopping purpose and travelling purpose. As shown below for several years. Fig 4, ( study disbursal Items for 2008) Fig 5 Major Expenditure Items for 2004-08)For the year2008SourceSTB, 2010Fig 1CUsersDickeyDesktopSnag it2008expenses.pngFor the year2004-08SourceSTB, 2010Fig 2CUsersDickeyDesktopSnag it20082004.2008.pngFig 6 Major Expenditure Items for 2007 Source (STB, 2010)CUsersDickeyDesktopSnag it2007 travelling ppl.pngFigure 7 Shopping items purchased. Source (STB 2010)CUsersDickeyDesktopSnag it2006.2007 shopping lists.pngCUsersDickeyDesktopSnag itshopping.pngResearch questionsIn this report we have to cast the characteristics that affect the consumer behavior when they are buying a sports accessories product and h ow these characteristics play the important role in consumer behavior.How the role, status and age of an individual affect on consumer behavior.How does lifestyle of an individual affect on consumer behavior.How does temperament and attitude of an individual affect on consumer behavior.Value of the researchThis research will give us the understanding how the consumer behave when they are buying a sportswear product and this will help the practitioner to understand how the consumer reacts and what are the factors that influences him to buy a product. The study of consumer behavior is the study where are going to learn how individuals make decisions to spend their available resources.Chapter 2Literature reviewThe purpose of literature review is to make sure that we analyze all the characteristics that play an important role in affecting the consumer behavior. The purpose of the literature review is to select promising measure, methods (Mamchak and Mamchak, 1994). Identify and cotton up the important shiftings and document the noteworthy results of earlier research that will serve as the basis on which the theoretical simulation of the investigation can be built and the hypothesis developed (Sekaran, 2003). Based on the research objectives, the detective will provide relevant concepts in the review of current literature in this chapter.Consumer behavior is the way a person reacts to purchase products and thither are several factors that affect the consumer behavior they are2.1 Role, status and age All of us hold fixs within groups, organizations and institutions. Associated with each position there is an important role to play, there are set of activities a person in particular position is supposed to perform based on expectations of both individual and surrounding people, because a person can occupy different roles for example role of a son, husband, father, mother, church priest, employee, and student. There are multiple set of expectations which are pl aced on an individual person so this affects the consumer behavior. (Pride and Ferrell, 2007)An individual role influences the buying behavior, the gather up of a persons many roles may be diverse and inconsistent. Considering the various types of sports accessories that may an individual buy and wear will be depending on whether you are sporting which type of sports or what type of sports accessories an individual may like, and others involved in these types of setting and environment has expectations what is acceptable accessories for the purpose. The expectations of those consumers may affect the purchase of those sports accessories and products. (Pride and Ferrell, 2007)Consumers usually call for sportswear products appropriate to their roles and status. Considering the various roles a working mother plays. In her company she plays an important role of a grunge manager of Nike or Adidas she would be wearing mostly sportswear but on the other hand a working mother working in a bank she would be wearing uniform. So we have to understand the role and status of an individual and these factors play a vast role in consumer behavior. As she may be fan of a sporting event as she would be wearing her favorite sports accessories as she plays a role of avid fan. As a brand manager of Sports Company she will buy the kind of clothes that reflects her role and status in her company.People buy different goods and services over their lifetime. They wear different kinds of clothes and eat different food in the early years, most. Peoples taste in clothes is age related the littlester nowadays like to wear sportswear clothes as they prefer to have sporting looks. Age plays an important role on consumer behavior as consumer needs and wants change with age. Sportswear companies offer different types of clothes for all ages and they are similarly youth oriented. Such as Michael Jordan shoes and jersey will attract young kids in the market who would like to relate themselv es as Michael Jordan fans. The taste for sportswear items is different betwixt the youngsters and the mature people. Mature people tend to buy slight sporty looking wear and more comfortable clothes.2.2 Lifestyle Lifestyle is a popular concept for understanding consumer behavior because its more contemporary than nature and values and lifestyle is a persons pattern of living as verbalized in her or his psychographics. It involves measuring consumers major activities which an individual do such as hobbies, sports, shopping, social events, interests, fashion, family and opinions about themselves. Lifestyle captures something more than a consumers social class or spirit. It helps a persons whole pattern of acting and interacting in the world. (Kotler, Armstrong, Ang, Leong, Tan, 2009)Lifestyles have a strong impact on many aspects of consumer behavior process, from problem recognition to purchase stage. Lifestyle influences consumers product needs, brand preferences, type of medi a use and how, when and where they shop. Lifestyle of an individual person plays a vast role in consumer behavior. (Pride and Ferrell, 2007)As we have understand that lifestyle refers to the pattern of consumption reflecting to a person choice on how he or she will spend money, but in some cases it refers to the attitude and values attached to these pattern. Every consumer has a different lifestyle and they all behave according to their lifestyle and this affects on the consumer behavior. Ones choice on sporting accessories would identify a person lifestyle and what are his preferences and the sports accessories an individual wears makes a didactics about who the one is and the type of people he wishes to be identified as and the other people who are keeping some distance. (Solomon, Bamossy, Askegaard Hogg, 2006)2.3 disposition and Attitude Personality is a set of internal traits and different behavioral tendencies that result in consistent pattern of behavior in certain situati ons. An individual personality comes from hereditary characteristics and personal run through that makes a person unique. Personality is described to be having one or more characteristics such as ambition, authoritarianism, competitiveness and dogmatism. Personality of an individual person plays a major role in consumer behavior as he or she has its own ambition or characteristics. (Pride and Ferrell, 2007)Everyone is different solely look at fingerprint, so every individual personality is different, personality has many meaning, according to consumer behavior it is defined as a rapid chemical reaction to environmental stimuli, it is an individual unique psychological makeup, which consistently influences how a person responds to his environment. For example why do some people like to go movies and other people love buying sports accessories or attend sports event it all depends upon an individual personality. (Blackwell, Souza, Teghian, Miniard Engel, 2006)Every person has pers onality as every personality reflects individual differences, enduring and a personality can change. Under certain circumstances a personality changes such as childs birth, Nike withdraw the sponsorship that may change your personality to buy Adidas sports accessories, career promotion all such kind of things can change a human personality and this significantly affects the consumer behavior. (Schiffman, Lazarkamk, Hasan, 2007)Personality is considered the main trace behind consumer decision making. Personality refers to a persons behavior or reply to recurring situations. Personality plays an important role when it comes to consumer behavior of any sorts, especially if it involves consumer buying process. An individuals personality has become very significant now days when it comes to making decisions while buying. It holds different meaning accordingly to the consumers tastes, preferences and personality. (Knight, 2009)An attitude is an individual enduring evaluation, perceptio n about and behavioral tendencies towards a product or idea. For example he have attitude for politics, music, sports and sports accessories we wear, football team we support. Although attitudes can change, they tend to remain shelter and not vary from moment to moment. As attitudes put people into frame work of mind of liking or disliking things, as attitude is difficult to change. Person attitudes fit into the pattern and to change one attitude may require difficult adjustments in many others. However all of a persons attitudes do not have equal impact at one time, some are stronger than other and this plays an important when they are buying a sports accessories product. Individuals acquire attitudes through experience and interaction with other people. (Pride and Ferrell, 2007)Attitude of an individual people or group of people always affect the consumer behavior and for example one group of individual with same attitude are diehard fan of a football team and they are highly com mitted to their team and they have love for the spicy and if the sponsoring company are providing the sportswear of that team, the people with all the same attitude will buy the same product as the players are wearing. This will affect the consumer behavior and the sports companies should provide better sports accessories for the diehard fans as they all have the same attitude towards a same idea. (Solomon, Dann, Susan Bennett, 2009)So far the consumer attitude has big influence on consumer behavior such as whether you like a product or dislike a product such as do u like Coca Cola or not, do u like Nike and Adidas sports accessories or not.Theoretical frameworkBased on the theoretical framework the theoretical framework is there to test the validity of an existing theory. It is easier t understand the theoretical framework if it is viewed as the answers to the collected interrelated concepts.Role, Status AgeConsumer BehaviorLifestylePersonality AttitudeIndependent Variable Depe ndent Variable possibleness DevelopmentHypothesis development is necessary as it shows a relationship between two or more variables expressed in the form of testable statement. (Sekaran, 2003 pg 103). Based on the research topic the final indepdent variable and dependent variable are as follows.First Independent variable is Role, Status and Age which is IV1Second Independent variable is Lifestyle which is IV2Third Independent variable is Personality and Attitude which is IV3Consumer Behavior is Dependent Variable which is addressed as DVHypothesis development is there by confirming or rejecting hypothesis, it is expected that solutions can be found to correct the problem encountered. (Theoretical-Framework-and-Hypothesis-Development, 2010)Null HypothesisAddressed by = 0Finding There is no relationship between the IVs and DVThe invalid hypotheses represent that the independent variable (IVs) and do not have any effect on the outcome of Dependent Variable DV.Table of Null HypothesesH 1 = Hypothesis 1. Role and StatusH2 = Hypothesis 2. LifestyleH3 = Hypothesis 3. Personality and Attitude= 0 = = HoH1= HoThere is no significant effect of Role and Status on Consumer BehaviorH2= HoThere is no significant effect of Lifestyle on Consumer BehaviorH3= HoThere is no significant effect of Personality and Attitude on Consumer BehaviorAlternative HypothesisAddressed by 0 meaning that HoIn hypothesis examen, the nugatory hypothesis and an alternative hypothesis are put forward. If the data are sufficiently strong to reject the null hypothesis, then the null hypothesis is jilted in favor of an alternative hypothesis. Alternative hypothesis is a constructed hypothesis which the results are examined against the prediction of null hypothesis.In general the null statement is expressed as no relationship between two variables or no difference between two groups.The alternate hypothesiswhich is the opposite of the null is a statement expressing a relationship between two varia bles or indicating differences between groups. (Sekaran Bougie, 2003)Procedure There is each negative or positive relationship between the IVs and DV. The alternative hypotheses represent that the outcomes are different from zero in particular, it could be positive or negative. As a result, IVs positively relate to the DV if alternative hypotheses greater than zero and negatively relate to the DV if alternative hypotheses lesser than zero. To find out how significant IVs positively or negatively relate to DV, Alternative Hypotheses are measured. 0 = HoH1 HoThere is either positive or negative effect of Role and status on Consumer BehaviorH2 HoThere is either positive or negative effect of Lifestyle on Consumer BehaviorH3 HoThere is either positive or negative effect of Personality and Attitude on Consumer BehaviorResearch DesignThe main aim of this research is to conduct a descriptive study and a coefficient of correlation study. descriptive research is used to obtain informatio n concerning the current status of the phenomena to describe what exists with respect to variables or conditions in a situation. The methods involved range from the survey which describes the status, the correlation study which investigates the relationship between variables, to developmental studies which seek to determine changes over time. (Key, 1997)In this research the researcher wants to relate the independent variables and the dependent variables. Descriptive study and a correlation study would help in identifying the information, design a procedure to gather the information and analyze the information with the help of the IVs and DV.3.1 Research MethodologiesIn order to collect the data for my research it is necessary to get an understanding of the data collection methods. There are many research methods but according to the topic nature we are doing a qualitative study. Qualitative research is unstructured exploratory in nature based on small samples and may utilize popular qualitative techniques such as group interviews, word association asking respondents to indicate their first responses to stimulus words and interviews (Malhotra, 2007)3.2 Data army MethodsAccording to the research design we are going to the following methodsSecondary Data Secondary data are the existing sources which were produced by earlier researchers for some specific purposes. According to the research topic we are using secondary data collections ways as it is from existing sources. (Blaxter et al, 2001)Primary Data Primary data are original information collected by researchers to fulfill numerous purposes of research. The investigators could collect primary data by using various methods such as direct interviews, interviews through telephone, questionnaires, observations and others. (Macneill and Chapman, 2005)In this research, secondary data will be collected through magazines, journals, newspaper reports, company manuals, and brochures.3.3 Data Collection MethodsIn this research, the researcher uses a questionnaire to gather data due to questionnaire is an effective data collection mechanism when the researcher knows exactly what is required and how to measure the variables of interest (Sekaran, 2003). Data would be collected through magazines, journals, newspaper reports, and brochures.To capture data, questionnaires are designed accordingly to specific information needed. In order to be precise, the question will be set as simple as possible. The number of question is small and the words are simplified. Before the questionnaire is practiced, they should be pre- time-tested to see how it works and improved if there is any mistake.3.4 Data analysisThe researcher needs an effective data analysis tool to examine the chosen hypothesis at the beginning step. SPSS which stands for Statistics sheaf of Social Science is considered the best method in statistical analysis. This software allows researchers to enhance their perception of the data and interp retation of the output. (Weinberg and Abramowitz, 2002) The main jobs of researcher are to square up the needed variables before entering the input to the software, to select correct statistical tests to analyze data and to interpret the final output results. (Bryman and Bell, 2007)3.5 Pilot-TestingThe purpose of doing pilot testing is to detect weaknesses in design and content in the instrument before it is reach final steps. (Fink, 2003), 12 peoples are required to be tested. The pilot tested should monitor the ease with which respondents complete the questionnaire, and also the ease with respondents to complete the questionnaire (Fink, 2003).4 Ethical issuesWhile conducting survey and interview for the research, the researcher should consider the code of honorable issue. The major responsibility of the researcher is to inform clearly and accurately the surveys purpose and content to respondents so that they can make decision whether they wish to participate.The researcher should also show the respect to the participants by keeping their answers confidential based on the guidelines of the university. Furthermore researcher need to guarantee the data must be used only for this particular report.ScheduleNoContentMonthOct Nov2010Dec Jan2010Feb Mar2010Week1,23,41,21,21,23,41,23,41,23,41,21Problem Identification2Literature redirect examination3Research Design4Choice of Methodology5Data Sources6Data Collection7Data Analysis8Writing up Draft9Editing10Final Document11Binding of DocumentTable 1 below presents a detailed dissertation schedule to ensure that the research work