IMPACT OF SPORTS APPAREL ON CONSUMERS’ PURCHASE INTENTION : A STUDY ON ATHLETES IN KLANG VALLEY / ABDUL HADI BIN A HALEM.
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TextPublication details: Kuala Lumpur : Asia Pacific University, 2020Description: 56 pages : illustrations ; 30 cmSubject(s): Consumer behaviour -- Malaysia | Brand loyalty | Sport clothes | Brand choiceLOC classification: PG-23-0162Online resources: Available in APres - Requires login to view full text. Dissertation note: A project submitted in partial fulfilment of the requirements of Asia Pacific University of Technology and Innovation for the degree of B.A (Hons) in Business Management (UC3F1906BM). Summary: The aim of this study is to examine the consumers’ purchase intention on sports apparel by investigating the impact of social influence, celebrity endorsement and brand awareness on purchasing sports apparel. Generally, the demand for sports apparel is caused by the growing number of sports participation in general population and the increasing acceptance for sports apparel in daily wear. Purchase intention is normally referred to the consumers’ behaviour, attitudes and perceptions as well. The data collected for this study was analysed using the IBM SPSS Software. The data analysis and findings of this study indicate greater impacts of the independent variables which include social influence, celebrity endorsement and brand awareness on the consumers’ purchase intention which represents as the dependent variable. Additionally, this study suggests potential ways for marketers in the business organisations to design effective marketing strategies for the sports apparel segment in the market of Malaysia in order to satisfy the potential customers’ value. The recommendations for business organisations to better influence consumers’ purchase intention are discussed, along with the directions for future research
| Item type | Current library | Collection | Call number | Copy number | Status | Notes | Date due | Barcode |
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APU Library Reference Collection | Undergraduate Theses | PG-23-0162 (Browse shelf (Opens below)) | 1 | Not for loan (Restricted access) | Available in APres | 00018606 |
A project submitted in partial fulfilment of the requirements of Asia Pacific University of Technology and Innovation for the degree of B.A (Hons) in Business Management (UC3F1906BM).
The aim of this study is to examine the consumers’ purchase intention on sports apparel by investigating the impact of social influence, celebrity endorsement and brand awareness on purchasing sports apparel. Generally, the demand for sports apparel is caused by the growing number of sports participation in general population and the increasing acceptance for sports apparel in daily wear. Purchase intention is normally referred to the consumers’ behaviour, attitudes and perceptions as well. The data collected for this study was analysed using the IBM SPSS Software. The data analysis and findings of this study indicate greater impacts of the independent variables which include social influence, celebrity endorsement and brand awareness on the consumers’ purchase intention which represents as the dependent variable. Additionally, this study suggests potential ways for marketers in the business organisations to design effective marketing strategies for the sports apparel segment in the market of Malaysia in order to satisfy the potential customers’ value. The recommendations for business organisations to better influence consumers’ purchase intention are discussed, along with the directions for future research
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