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ADPRAC3 - UAI Study of Athletic Shoes ACCEL (2AD4) ©JOVIEDAY

ADPRAC3 - UAI Study of Athletic Shoes ACCEL (2AD4) PRESENTATION BY © JOVIE DAYON

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ADPRAC3 - UAI Study of Athletic Shoes ACCEL (2AD4) ©JOVIEDAY

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  1. UAI Study of Athletic Shoes Advertising Practice 3: Consumer Behavior

  2. Introduction • Awareness • Product Usage • Purchase • Attitude • Product and Brand Image • Key Findings

  3. The basic rules of Basketball was first written by Dr. James Naismith, in early December of the year 1891. He was a professor and instructor at “YMCA”. He was trying to keep his gym class active on rainy day and thought of basketball as a vigorous indoor game during winter in New England. History

  4. Introduction The Athletic Shoe Industry is an industry where top brands like Nike, Adidas, Converseand such compete with each other to be able to market their products, to professionals and everyday people alike. Brands compete with each other by using their strong points to be able to outplay their competition.

  5. Introduction • Awareness • Product Usage • Purchase • Attitude • Product and Brand Image • Key Findings

  6. Awareness TOP 2 Brands

  7. Awareness When it came to awareness, Nike was the ultimate winner. It was mentioned first 80% of the time. Adidasgot the second place having 20%. FIRST MENTION

  8. Awareness TOP 5 Brands

  9. Awareness Adidas and Reebok lead the other mention, with 38% and 25% respectively. And1, Converse and Puma fell behind since they got 19%, 18%, and 13%. SECOND MENTION

  10. Awareness TOP 5 Brands

  11. Awareness Fila and Kswiss lead the aided mention, with 39% and 31% respectively. Puma, Converse and Accel fell behind since they got 28%, 26%, and 25%. AIDED MENTION

  12. FIRST MENTION SECOND MENTION Awareness AIDED MENTION

  13. Awareness Overall, 100% of the respondents are aware of Nike, Adidas, Reebok, And 1, Converse, as well as Puma. Though Nike was obviously the most well known brand, next to that came Adidas. While Reebok, And1, Converse and Puma were indicated as aided brands.

  14. Awareness

  15. Television remains the most effective media to know about athletic shoe brands, with 32% answering that they have seen most of the ads in Television Commercials. 28% heard, or knew about it through their peers & family. 20% through Print Ads, 8% during sales/promotions, 8% seen on displays, and 2% on Billboards and on the Internet. Awareness

  16. Introduction • Awareness • Product Usage • Purchase • Attitude • Product and Brand Image • Key Findings

  17. Product Usage

  18. Product Usage It shows here that 30% of the respondents owns 2 pairs of shoes. 16% owns 5 pairs,14% owns 4 pairs, 12% owns 3 pairs, 8% with 1 pair of athletic shoes.

  19. Product Usage

  20. Product Usage Nike not only being the most popular brand, It also is the most used brand of shoes with a staggering 54%. Adidas follows with 30%, and the rest trails behind with 2%

  21. Product Usage

  22. Product Usage 32% of the respondents uses Accel, 20% uses Adidas, another 10% uses Puma and 8% uses Anta. And lastly Converse and Sketchers tying at 4%.

  23. Product Usage

  24. Product Usage These are the top 10 brands that the respondents are using. All in all, 25.74% of our respondents uses Adidas,23.53% uses Accel, 20.59% uses Nike, 7.35% uses Puma, Anta in the fifth place with 5.88%.

  25. Product Usage

  26. Product Usage Most of our respondent’s are avid basketball players so the result was really high for everyday use with 56%, Weekly with 24%, if needed 6%. Once & Twice weekly and once monthly with 4%, and the least usage is twice a monthly, with only 2%.

  27. Introduction • Awareness • Product Usage • Purchase • Attitude • Product and Brand Image • Key Findings

  28. Purchase

  29. Purchase 66% of the respondents bought their shoes in Sports Shops. Department stores comes in second with 22%. Others purchased their shoes in Warehouses or direct shoe outlets with 10% and through Online buying with only 2%.

  30. Purchase

  31. Purchase The last time they bought an athletic shoes, 41 of the respondents answered that they had a brand in mind with a total of 82%. 9 of them answered that they had no brand in mind at all with 18%.

  32. Purchase

  33. Purchase Nike topped at number 1 being the most wanted brand in mind with 48%. Adidas on the 2nd with 24%. 18% of the respondents had no brand in mind at all. Mizuno, Converse, Asics, and Sketchers followed with 4%, and 2%s respectively.

  34. Purchase

  35. Purchase 40% of the respondent limit their budget to 1k-3k php up to 4k+ php. 20% are very willing to pay for any price for their wanted brand of athletic shoes. None of the respondents will buy for a shoes less than 1k php.

  36. Purchase

  37. Purchase When it comes to influencing purchase decisions, TVCs comes out first with 34%. 24% are influenced through their Peers & Family, 18% influenced by Print Ads, 12% are influenced by sales/promotions, 4% were influenced by Billboards, impulse buying and shoe’s attributes.

  38. Introduction • Awareness • Product Usage • Purchase • Attitude • Product and Brand Image • Key Findings

  39. Attitude

  40. Attitude When it comes to shoes, comfort is of utmost importance. As with any footwear, the first rules should always be fit and comfort, and basketball shoes are no exception to those rules. That is why there’s no doubt that Comfort leads among all the other attributes, with 38% votes from our athlete respondents.

  41. Introduction • Awareness • Product Usage • Purchase • Attitude • Product and Brand Image • Key Findings

  42. Product & Brand Image Here we will show you the shoe attributes’ individual standing, even the summary of all the attributes and the average results in accordance to our respondent’s vote. From Very Important (4), to Quite Important (3), Little Important (2) and down to the Not That Important (1).

  43. VERY IMPORTANT Product & Brand Image 90% of the respondents say that Comfort, Durability and Quality is the MOST important attribute they look for in an athletic shoes, thus ranking it as Very Important.

  44. Product & Brand Image

  45. QUITE IMPORTANT Product & Brand Image 42% of the respondents say that the impact of Advertisement in buying an athletic shoes is Quite Important to them.

  46. Product & Brand Image

  47. LITTLE IMPORTANT Product & Brand Image 34% of the respondents say that Popularity is of Little Importance to them in purchasing an athletic shoes.

  48. Product & Brand Image

  49. NOT THAT IMPORTANT Product & Brand Image 8% of the respondents say that Sales/ Promotions is Not That Important for them.

  50. Product & Brand Image

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