An Analysis of Youth's Behaviour Towards Sports Shoes: A Multiple Case Study

Introduction to the World of Sport Shoes

This research paper focuses explicitly on the behavioural approach and perspectives of a youth’s buying behaviour towards sports shoes specifically the branded ones. Unlike the old times, sports shoes nowadays, have established its significance in the market as a necessary product fulfilling the demands of every individual. It doesn't matter with the gender of the youth, and sports shoes are successfully meeting the needs of every youth around the globe. Although, the decision-making process varies from one individual to another. This research module aims to analyse the factors that have an impact on the youth in the process of buying sports shoes and how it affects the market of branded sports shoes. In the case of a youth, the prime factors are like the quality of a product, features of a product, psycho-social influence, the demand of a consumer, price of a product, and ease of availability (Hoyer and MacInnis, 2010). It is understood that everyone wants value for their money after they invest in a product. So, purchasing quality products available at the best affordable price is the primary and necessary concern of the consumer. The analysis and evaluation of the behavioural factors of the customers play a crucial role in the development of a brand. This is because customers behavioural factors influences an individual’s buying decision which is directly linked to the revenue generation of an organisation.

Objectives of the Research

To examine the usefulness of studying the consumers buying behaviour to increase the sale of sports shoes and improvement in marketing strategies.
To understand the mindset of a consumer and to explain the concept of consumer behaviour in the buying process.
To explore the popularity of sports shoes among the youth and to identify the most popular sports shoes among the youth.
To understand the taste of the consumer and examine whether the consumer is inclined towards branded sports shoes or is satisfied with the sports shoes offered by local stores.
To promote either any local store or brand of sports shoes popular among the youth to help the consumers get their desired product and increase the revenue of an organisation.

Research Questions

What is the significance of a brand name in a youth’s decision-making process while buying a sports shoe?
What are the steps and approaches to explain the concept of Consumer Behaviour?
How much fashionable are branded sports shoes among the youth?
How does the satisfaction level of the consumers vary in case of branded and locally available sports shoes?
What is the contribution of consumer behaviour in improving the marketing strategy of a company?
How can the consumer repurchase a product?
What are the steps involved in identifying the demand of the consumers?

Literature Review

To boost the sales of a company, it is very crucial to understand consumer behaviour regarding their perception, attitude, and the decision-making process for a particular product. To establish a better relationship with your consumer, you need to realise that consumer can either be an individual or an organisation. Thus, consumer behaviour can occur either on an individual level or an organisational level (Amin and Amin, 2013). The benefits and usage of a product are relevant to the consumer's needs and acts as an essential and influential factor. Therefore, these factors contribute to an increase in consumption of the products resulting in increased services and better ideas.

Consumer behaviour is not limited to relevance with its impact on society but, it also helps in improving the market strategies adopted by numerous marketers. The various theories of consumer behaviour primarily focus on the preference based on a budget of a consumer and their decision-making process. So, to incline the consumer's decision-making process in favour of an organisation, the consumer's satisfaction level must be the top priority of an organisation. According to multiple theories, consumers are inclined towards spending less but intend on getting the best quality.

It's up to the marketers to decide how they intend to direct their promotional offers to the targeted customers. A better understanding of consumer behaviour leads to the correct prediction of the consumer’s reaction. It also helps to enhance the proposals and marketing strategies that the marketers intend to implement. Some of the necessary steps to know consumer behaviour are as follows:

Estimating the needs of your consumer.
Thorough research to collect essential information.
Alternative evaluation.
Consumer's decision-making before purchasing the product.
Post-purchase behaviour (Ranjbarian, Mahmoodi, and Shahin, 2010).

Marketers can accordingly decide on an effective plan for the promotional programs. Therefore, buying behaviour decisions are classified into three categories: complex buying tendency, dissonance, and variety based decision.

The significant applications of consumer behaviour include marketing strategy, i.e. making successful campaigns and social marketing which deals with communicating the idea of the product to the customer rather than selling something.

Several important factors have a significant impact on consumer behaviour. These factors are cultural, social, personal and psychological factors. When it comes down to an understanding of the action and necessities of an individual, it becomes very crucial to consider that individual's culture. This happens due to the influence of family, cultural background, friends or other factors on an individual. Moreover, disparities in social customs also impact the behavioural pattern.

Social pressures involving confirmation to a particular trend affect the individual decision. Personal factors include the age of an individual, his lifestyle, personality, and perspective. Also, psychological factors include facets like motivation, perception, attitudes and general beliefs.

Methods Adopted to Improve Market Strategies

The tools and techniques that a researcher generally adopts to get appropriate results out of the research are referred to as Research Methodology. To complete research on time and effectively is a challenge to a researcher (Solomon, 2012). Therefore, it creates the requirement of different techniques and strategies for analysis that includes primary and secondary methods of data collection. The researcher arranges these techniques to complete the research efficiently and get a fruitful result out of it. Apart from this, to improve the market strategies, the researcher also adopts a probability method of sampling.

Conclusion and Recommendation

This research paper mainly tackles the behavioural patterns of youth concerning the purchase of branded shoes. The study concludes that brand consciousness among youngsters is very high. Thus, their prime focus is to buy branded shoes at the best affordable price which is a consequence of peer influence. Therefore, consumer behaviour holds a firm place in affecting the market of a product.

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Reference List

Amin, B. and Amin, P. (2013). A Conceptual Framework to Understanding Online Consumer Buying Behaviour. International Journal of Online Marketing, 3(1), pp.47-63.

Hoyer, W. and MacInnis, D. (2010). Consumer behaviour. Australia: South-Western Cengage Learning.

Ranjbarian, B., Mahmoodi, S. and Shahin, A. (2010). Packaging elements and consumer buying decisions. IJBIR, 4(4), p.376.

Solomon, M. (2012). Consumer behaviour. Boston: Prentice Hall.