Study on the factors affecting the purchase behaviour of consumers of sports shoes

The project is a study of consumer behaviour in the purchase of sports shoes with recommendations based on the evaluation of results from the research conducted. The text is sub-sectioned into several main chapters. These chapters are respectively the Introduction, Literature Review, Methodology, Results and Analysis, Survey Findings and the Recommendations chapter. The Literature Review covers the past studies conducted by academics and other professionals in the field of consumer behaviour in the purchase of different type of products. It also includes a review of how external environmental factors can influence consumer behaviour. The chapter on Methodology will elaborate on the various statistical tests that were employed, the manner in which primary and secondary research were conducted as well as other procedures pertaining to the information gathering techniques used in the course of the study. The data compiled from the surveys were analyzed in the chapter Results and Analysis. These results were then related to the current marketing programmes and strategies employed by several sports shoes companies in the chapter on Survey Findings. The Recommendations chapter is based on the evaluation of the current marketing strategies employed by the major industry players in the sports shoes industry and a comparison study with the findings by the authors was ·made. Further recommendations were made while taking into consideration gender differences in the development of futu ~, e marketing strategies. The intention of this report is to provide readers with information on local consumer behaviour and decision making process in the purchase of sports shoes and recommendations that may be useful in the development of marketing strategies in future.BUSINES