Brand Loyalty of Adidas

Impact of brand loyalty on sportswear customers: a case study of Adidas.

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Acknowledgement At first, I am really grateful to Almighty ALLAH for making this research possible for us within restricted period time. I would like to acknowledge my sincere thanks to the respectable supervisor who has provided inspiration to me & grant his full support to overcome with the entire condition for submitting a successful comprehensive report. Then, I would like to pay my cordial thanks to the Management of surveyed stores at the very outset for affording me the best opportunity to work for this project. I express my earnest gratitude to my representative, Mr. Monirul, who provides his kind assistance and precious suggestion to bring out the responsibilities upon my shoulders and gather all information from different resources in the UK.

I would like to express my special thanks to Mr. Shafi for assisting me in organizing my project and lastly all of the friends who have provided their assistance to me directly or indirectly all the time.

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Abstract Brand loyalty creates long term relationship between customer and brand. The purpose of this paper is to identify impact of brand loyalty on Adidas customers. As a sportswear brand, Adidas requires to offer competitive marketing mix comprises of high product quality, competitive price, attractive promotion mix, convenient environment, efficient service, strong brand image, diversified style to customers with a view to making them satisfied and loyal. To reveal how these factors influences customers of Adidas to get loyal, conducted a structured survey on 100 customers in there different stores of Adidas in Stratford, London. The survey comprises of eight sections and responses are collected in 5 point Llikert Scale. Deductive research approach and quantitative research strategy is chosen for conducting this research. Different statistical analysis such as percentage, mean, mean average, Cronbach’s Alpha, ANOVA, Pearson correlation is conducted. The research found that in the British environment there are six important factors of brand loyalty that are; name of the brand, quality of product, price, promotion, service quality and environment influences the customers significantly to get loyal towards Adidas sportswear.

Key words: Brand Loyalty, Customers, Adidas.

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Contents Acknowledgement..................................................................................................................ii Abstract.................................................................................................................................iii Chapter 1 Introduction...............................................................................................................1 Research Background.............................................................................................................1 Rationale of the Research:......................................................................................................2 Statement of the Problem.......................................................................................................2 Research Aim:.........................................................................................................................3 Research Objective:................................................................................................................3 Research Questions.................................................................................................................4 Organization Background.......................................................................................................4 Research Structure..................................................................................................................5 Chapter 2 Literature Review:.....................................................................................................7 Brand Loyalty.........................................................................................................................7 Factors of Brand Loyalty......................................................................................................10 Brand Name......................................................................................................................10 Quality of product.............................................................................................................11 Price..................................................................................................................................12 Style..................................................................................................................................13 Store Environment............................................................................................................13 Promotion..........................................................................................................................14 Quality of service..............................................................................................................15 Hypotheses...........................................................................................................................15 Chapter 3 :Methodology..........................................................................................................17 Research Approach:..............................................................................................................17 Research strategy:.................................................................................................................18 Theoretical Framework.........................................................................................................20 Data Collection Method:......................................................................................................21 Sampling technique:.........................................................................................................22 The Sample.......................................................................................................................22 Research Instrument.............................................................................................................23 Data Analysis........................................................................................................................24 Ethical consideration:...........................................................................................................24 Limitations:...........................................................................................................................24 4

Chapter 4 Critical Analysis......................................................................................................26 Product Quality.....................................................................................................................26 Style......................................................................................................................................26 Brand Name..........................................................................................................................27 Store Environment................................................................................................................27 Service Quality.....................................................................................................................28 Promotion.............................................................................................................................29 Price......................................................................................................................................29 Cronbach’s Alpha.................................................................................................................33 ANOVA................................................................................................................................34 Hypothesis Test.....................................................................................................................35 Chapter 5 : Findings, Conclusion and Recommendations.......................................................37 Findings................................................................................................................................37 Conclusion............................................................................................................................41 Recommendation..................................................................................................................42 Further research suggestions:...............................................................................................43 Quality aspect of this research:.............................................................................................43 References................................................................................................................................45 Appendix 1: Survey Questionnaire..........................................................................................49 Appendix 2: Survey results......................................................................................................55

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List of Figures and Tables Figure 3.1: Research Approach Figure 3.2: Quantitative research Table 1.1: Research Structure Table 3.1: Quantitative vs. Qualitative research Table 3.2: Theoretical Framework Table 3.3: Demographic profile of the sample Table 4.1: Responses in percentage Table 4.2: Ranking Factor of Brand Loyalty Table 4.3: Reliability Analysis (Cronbach’s Alpha) of Factor of Brand Loyalty Table 4.4 Income Level versus Factors of Brand Loyalty Table 4.5 Races versus Factors of Brand Loyalty Table 4.6 Significance of brand loyalty factors with brand loyalty

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Chapter 1 Introduction Research Background

In every part of the world consumers always tend to choose different services and products without knowing much about that product’s specification and the proper usage of that product. Consumers are purchasing intentionally different brands which they haven’t used before. In some cases, they buy without having much understanding about that new product. Besides it is very hard to understand for every consumer about the characteristics of that new product or service and this causes perplexity among the purchasers for obtaining information about a new company which has entered into the market recently. For instance, it will take huge time for the customers to understand when any new local company enters into the market rather gaining much knowledge about the characteristics and usefulness of that product (Ray 2003). Consumer behaviour is a comprehensive learning of knowing what people purchase, how usually they purchase, what time consumers want to buy in addition to most importantly why customers purchase (Kotler 1994). In this marketing study there are different kinds of elements involved exclusively like materials from psychology, sociology, economics, anthropology and socio psychology. This tries to observe the process of the decision making of the buyer both individually and combined. To understand needs of the people it studies different characteristics of every customer for example psychographics, behavioural and demographics variables. According to Kotler, 1994 it assesses the significant influences on the customer from different groups for example reference groups, family friends and from the society in general. For instance when a consumer makes decision to purchase a shoe, then they usually go first for the family decision besides its satisfaction level, comfort, quality and price. To buy the identical product each member of the family may don’t contain the equal attitude towards that product, different members in a family may show different lists of choice to purchase a same thing. Therefore we see that in a similar group of people, buyer activities can be totally not the same, (Kotler 1994). Hence the justification of this research ensures providing an improved understanding of purchasing performance of the sports goods consumer. The purpose of this study is to discover matters which influence the customers to purchase sports goods of Adidas.

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Rationale of the Research: There is relationship between customers’ satisfaction and brand loyalty. To create loyal customer base, firm need to pay high attention on customer preference over time. A brand need to offer competitive marketing mix that is regarded to the customers as better than competitor competing in the same industry and that mix influences customers to get to that particular firm. This paper will reveal how brand loyalty influences customers in sportswear industry. Customers’ demand and preferences are highly flexible particularly in fashion industry. Customers’ preferences also depended on social background, age, gender, income, race and some other diameters. To understand brand loyalty, a researcher need to critically analyse and study different customer choice related issues. By explaining those issues, a researcher now can simplify the influence of brand loyalty on Adidas customer to different stakeholders of the company and this research. This research will shed light on impact of brand loyalty on sportswear customers of Adidas.

Statement of the Problem

This study mainly spotlights on different features of brand loyalty building among the sportswear customers and how recent strategies on marketing are used in the industry of clothing companies. Classically public relations and marketing professionals think branding and use of mass media as a great way for increasing the visibility of brands which allow them to show up and build loyalty among the consumers is to be said brand. According to Ross and Harradine (2007), brand is an identifiable product, service, place or person which is augmented in such a process that the user or buyer pick out unique added value which relevantly equivalent with their intended need most strongly. In addition, to face the competition the results of sustaining these added values help the firm largely.

According to the Keller brand awareness is the capacity to recognize the brand under various circumstances. It is a combination of brand recognition and recalling the brand. Brand awareness is very important since it enhances the chance of the brand being selected from a set of consideration which eventually supports brand associations and to build the brand image (Kwang-Ho et al. 2011).

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Gustafsson defined that for increasing the loyalty of the customer, an extensive array of programs should be built up and implemented exclusively. By targeting buyers' useful and financial advantages such as different kinds of discount, mileage, coupon programs etc. are set.

Though these types of fidelity programs are very required but not necessarily it simultaneously increases the multifaceted loyalty of the customer. A customized marketing strategy that changes by each diverse type of loyalty is entirely required for increasing customer loyalty (Kwang-Ho et al. 2011). For the sportswear customers a longer lasting brand loyalty can be made by using a kind of grass root customer marketing in place of mass media marketing. This paper will try to reveal how different marketing strategy of Adidas can create more loyal customers. Research Aim: The aim of this paper is to analyse various factors of brand loyalty that persuade customers of sportswear in Adidas. Research Objective: To develop loyal customers group, a sportswear company need to offer satisfactory marketing mix for customers that comprises different factors such as better product quality, enhanced service quality, comfortable store environment, attractive promotion, reputed brand name, diversified style, competitive price etc (Yee and Sidek 2011). So, all these factors influence customers to get loyal toward a sportswear brand. Now, the researcher intend to identify what factors actually influences customers of Adidas to get loyal and how, with a view to fulfilling this intention he has identified following broader objective; 

To identify and critically evaluate factors influencing brand loyalty in sportswear

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company particularly brand loyalty of Adidas customers To identify and critically evaluate relationship between price and brand loyalty in

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Adidas To identify and critically evaluate relationship between product quality and brand

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loyalty in Adidas To identify and critically evaluate relationship between brand image and brand quality

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in Adidas To identify and critically evaluate relationship between promotion and brand loyalty in Adidas 3

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To indentify and critically evaluate relationship between service quality and brand

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loyalty in Adidas To indentify and critically evaluate relationship between store environment and brand

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loyalty in Adidas To indentify and critically evaluate relationship between style and brand loyalty in

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Adidas To recommend strategy to improve brand loyalty in Adidas.

Research Questions Following are the research question of this paper; 

What are the factors influencing brand loyalty in sportswear company particularly

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brand loyalty of Adidas customers? What is the relationship between price and brand loyalty in Adidas? What is the relationship between product quality and brand loyalty in Adidas? What is the relationship between brand image and brand quality in Adidas? What is the between promotion and brand loyalty in Adidas? What is the relationship between service quality and brand loyalty in Adidas? What is the relationship between store environment and brand loyalty in Adidas? What is the relationship between style and brand loyalty in Adidas? What are recommended strategies to improve brand loyalty in Adidas?

Organization Background

Adidas is one of the largest and very popular sports brands in all over the world. After the Nike Company, Adidas ranks second in the sports products. Adidas is manufacturing a large variety of sporting equipments, shoes and apparels and numerous types of sports products. Adidas is a German multinational company based in Herzogenaurach, Bavaria, Germany. Adidas wants to help everyone play better from famous athletes to school kids. This company sells these items in more than 170 countries directly. On December 31, 2012 the Adidas group employed 46,306 people, every year this company is getting a big turnover which amounts near about 6 billion Euros. From this data we can easily understand that it is one of the biggest, dependable and most exclusive companies in the world. The Adidas company’s history is very unusual and unpredictable. No one could even picture that it will reach such heights during the time of its formation. At the beginning, it was opened by two brothers 4

Adolf Dassler and Rudolf Dassler. Formerly it was a shoe factory in Germany. After the end of World War II, in 1947, 2 brothers became separated and a new company came which became known to all over the world. Adolf named it Adidas which is a abbreviation of Adi Dasler and his brother Rudolf Dassler also opened a company which is now also eminent and named it Puma. Both of these two companies became very popular and had a everlasting rivalry in the sportswear market. Adidas has a unique emblem which is three parallel strips. In the past, it produced only footwear and sneakers and now it produces an array of sporting goods such as track suits, different accessories and many more. Products which are seen by this cool logo are always characterized by best quality, practicality and reliability because this Company issues warrant for every product’s model.

Though things produced by this company are trendy and stylish but most importantly they are valued for their functional factor. There are many prominent athletes who use the products of Adidas Company because the commodities that Adidas produce are some of the finest in this world. Celebrated people who choose the Adidas: Muhammed Ali, David Beckham, Michel Platini , Zinedine Zidane, Stefan Edberg, Steffi Graf, Joe Frazier, Gunda Swann. Adidas has its own slogan which is- "Impossible is possible". Like their motto this company has made possible lots of unthinkable events with its triumphant march and which has changed the fortune of many people.

Research Structure Table 1.1: Research Structure Chapter Name Description Introduction This chapter provides a brief description and outline of the research. Under this chapter researcher described background of the research, rationale of the research, statement of the problem, research aim, objectives, questions, organization background Literature review

and research structure. This chapter provides insight about brand loyalty and factors of brand loyalty. Based on theory derived after critical review of 5

literature, researcher developed hypothesis at the end of this Methodology

chapter. This chapter deals with the methods chosen to conducts the whole research. This chapter includes, research approach, research strategy, theoretical framework, data collection method, research instrument, data analysis, ethical consideration, and

Analysis

limitations of research. This chapter analysed data as per result obtained from survey data. Percentage, mean, mean average, C’Alpha, ANOVA, Pearson correction are presented in different tables and analyses

Findings & Conclusion

critically. This part provides insight about findings of analysis as well as conclusion, recommendation, further research scope and quality aspect of this paper.

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Chapter 1 Literature Review:

In UK, sportswear brands like Umbro, Puma, Reebok, Nike, Fila and Adida are popular to sportswear customers. Young people take Sportswear as a general and popular category because it is identified by them with a greater flexibility, comfort and more relaxed lifestyle. Manufacturers such as Adidas and Nike started expanding their business definitely in the Asia to achieve higher sales volume for their products.

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Lot of companies tries to increase brand loyalty among their customers particularly in sportswear industry. Brand loyalty is defined as a customer’s careful or careless decision which is represented by the willingness or attitude of repurchasing continuously a definite brand. The final goal of marketing is popularly known as brand loyalty (Sasser and Reichheld, 1990). Brand loyalty suggests a customer’s pledge of repurchasing the product of the brand through repeatedly purchasing a service or a product and positive attitudes like promising word from them. This suggests that the repeated purchase decision is greatly dependent on performance quality of the product or service and trust (Holbrook and Chaudhuri, 2001).

Brand Loyalty

Brand loyalty has many operational definitions. Normally, brand loyalty is defined as how strong customer’s preference is towards a brand comparing to similar options available in the market. This is often determined based on price volatility or repeat purchase behavior (Brandchannel.com, 2006). Anyway, according to Kasper and Bloemer (1995) actual brand loyalty have six necessary factors that are: 1) the non-random (that is biased); 2) behavioral expression or purchase; 3) over time response; 4) decision-making units; 5) out of a set of such brands the comparison of comparing to one or more alternative brands; and (6) a function of psychological processes

When customers have a high relative attitude toward the brand the actual brand loyalty exists that is and repurchase behavior show that. Firms can consider This kind of loyalty is a great asset for firms because of customer’s willingness to pay higher prices, less cost of serving and opportunity of bringing new customers to the firm (Sasser and Reichheld, 1990). Brand 8

loyal customers do not try any kind of evaluated approaches, the known brand is simply chosen by them in terms of some positive evaluations about it. Experience of past with the certain brand under consideration stems this overall positive evaluation on the brand.

According to Amine (1998) in her literature brand loyalty can be described by two main approaches: first one is behavioral, that tells that the repurchasing a brand by a customer over time indicates loyalty of them; second perspective is the perspective from attitude that supposes that a necessary condition of brand loyalty is consistent buying but it is not enough to prove ‘authentic’ brand loyalty. It should be supported by a favorable attitude towards the brand that ensures that the further continuation of this behavior.

Therefore, brand loyalty is a function of attitude as well as behavior. A customer’s preference to purchase a particular brand within available alternative product category is defined as brand loyalty. It occurs when customers understand that at the right price the brand proposes the right level of quality or image, product features. This idea is the fundamental of new purchasing habits. Primarily, a trial product of the brand will be purchased by customers after that when the purchase is satisfactory to the customers, they form habits to repurchase that brand continuously as the product seems safe and familiar.

In line with Jacoby and Kyner (1973), there are differences in the middle of recurrence behaviour of purchasing and loyalty towards brand. According to them, the set of six essential as well as mutually satisfactory conditions can be defined as brand loyalty. They explained the combination of six factors i.e. non-random, behavioural reaction, expression over time, some unit’s decision making process, in comparison to some other brands and finally is the function regarding the psychological (evaluation, decision making etc.) procedures. They added that statements of inclination or else aim of buying i.e. verbal reports of loyalty are not enough to explain loyalty. In order to consider brand loyalty, verbal reports must be pooled with the customers’ loyal behaviour of purchasing. This article provides me a broad meaning of brand loyalty applicable in the work place and hence, the article is very much crucial to this research.

In accordance with Tucker (1964), to know details about brand loyalty, one must consider the way it has been developed. He further said that in terms of branded products, brand loyalty is 9

regarded as the biased purchasing behaviour. He also has made an exciting aspect that he points to the Psychology Theory which says that one might learn of loving what he selects as instantly he might learn of choosing what he loves. Tucker argued that regardless of any special differences among the various brands, some customers will get more loyal to any specific brand. Even if the products of various brands are same, they will also continue choosing products from a certain brand. These happenings are more common in case of sportswear industry. If two sportswear stores serve the same sportswear, people will get more loyal to any of the brands due to the connection made between them and the brand.

On the other hand, in line with Fournier (1998), factors leading towards durability as well as stability of the relationship between consumers and the brand/s over time period. She investigated that the six factors lead towards maintaining a strong brand relationship. These six factors are: self-connection, passion and love, commitment, interdependence, brand partner quality and finally, intimacy. Fournier also revealed that through significant brand as well as actions of consumers, the quality brand relationship can be evolved. Hence, the reciprocity principal is applicable in case of quality brand relationship. This principal is applicable in case of all other relationships. The essence of reciprocity principal is that if someone treats the brand well by the way of becoming loyal to that brand, then the brand will also repeat it by becoming faithful to its customers. This notion is also related with the example of sportswear industry. In sportswear industry, customers get loyal to the specific sportswear stores as they mean that store will behave them well by becoming available when their customers need them and by providing more personalized coffee.

One process relates that the experts of marketing are using specification of loyalty by market segmentation for a specific product/service. Market segmentation is the procedure in which marketing experts divide the whole market into various segments depending on the apparent quality of product/service as well as cost. After that, the experts habitats various kinds of customers into each of the segment of products they will buy most. This tool is very much effective for the companies which aim at the advertising of their products to a specific consumer group.

Bucklin (1995) used a process presenting the segmentation which is precise to a solo brand at the time instead of the categories. The models apprehend marketing actions i.e. promotion, 10

price or advertising. The assumption of the model is that the market reaction is followed by a curve shaping “S”. For instance, the response of a household toward a change in price in case of a strongly favored brand will be small. Hence, this event will be taken place in the in the steeper middle portion of the market response curve. However, Y desired brand will be higher and this will place it on flatter part of the response curve. The non-linear portion reveals the sensitivity of brand specified prices for the individual household. By using all the information gathered from their model, they were capable for creating brand specified segments in the market through the way of making groups of the households having same reaction to the price changes. The result of the study is relevant for all categorized brands and this permits managers for obtaining the eye view of the brand regarding their competition as well as product. The study should permit managers assessing the opportunities to target various groups of customers. However, the study is specifically relevant with my research as the products they used was ground coffee as well as that could help to look at the customer response towards marketing activity in the industry of specialty coffee.

Another study was conducted by Starr and Rubinson (1978) in this regard. They revealed that brands having high repeat rate must possess higher percentage of shares approaching from loyal customers. Again, brand having a high repeat rate must possess low price elasticity in terms of demand. Another result was also found that brands are very much substitutable which can be measured through high switching rate in comparison to the market share of substitutable brands.

Again, a unique model was used by Hamer and Muniz (2001) for studying oppositional behavior of brand loyalty in the social environments. The researchers used newsgroups of Usenet the function of which was similar to electronic bulletin boards for tracking people’s saying regarding their preferred brand/s and also regarding the competing brand/s. they got oppositional loyalty is revealed in two ways mainly. In the first case, customers will outline their preferred product categories by what they consumed and did not consume. In the second case, customers will reveal their disagreement towards the competing brand/s as well as start playful competitions with the consumers of competing brand/s. in many cases; the second one is followed by the first one. Therefore, the study reflects the fact that some of the customers 11

develop a portion of the meaning of the brand as well as their distinctiveness from the opposition towards competing brand/s. this article will focus on the instances of sportswear.

Factors of Brand Loyalty

Customers’ brand loyalty towards particular sportswear brands is influenced by seven factors (Lau et al. 2006). The factors includes: name of brand, quality of product, style, price, environment of store, promotional activities and quality of service. Brand Name

Popular brand names can propagate higher recall of advertised benefits and more product benefits than brand names which are not popular (Keller, 2003). Alternatives are available and different unfamiliar brand names in the market. Major famous brand names are trusted by customers. Customers are attracted by famous brand images and brand names that lead them to purchase repeatedly the brand and reduce switching behaviors related to price (Foster and Cadogan, 2000). Again, links to the brand’s self-representing utilities of differentiation are given by brand personality. This is crucial for brands that are consumed in a social setting and have minor physical differences where a visible image is created about the customer by brand itself.

In contrast, to facilitate customer recognition, fashion press and fashion magazines reinforce better pictures and describe the designer’s collections to the total extent (Colborne, 1996). Generally customers have ability to evaluate every product and brand name attributed (Keller, 2003). Undoubtedly, this information is mandatory for marketing managers for taking information based decisions about differential advantages, repositioning of product and positioning of product.

A brand identity development and creation of an image and is called brand name which is a costly and time killing process (Thakor and Kohli, 1997). A mandatory part of the process is brand name development

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A brand’s image is based on its name. Brand name is important for the firm to accelerate repeat purchasing habit and encourage customers about purchasing the product. An overall perspective tends customers to perceive the product related to the brand name when all the satisfaction and attributes experienced by the buying and using the product.

Quality of product

Quality of product includes the functions and features of a service or product that carries on its capability to satisfy implied or stated needs. In other sense, or ‘conformance to requirement” or “fitness for use” define the product quality (Russell and Taylor, 2006).

Depending on the touchable quality of the product sold, customers can switch among different brands or repeatedly purchase from single brands. According to Frings (2005), the elements of quality of product of fashion products consist of measurement of size, fitting or cutting, the performance of the product, color, material and function. Fitting is an important thing in garment selection because the customers’ general appearance is ideally increased by some fitted garments such as aerobic wear and swimsuit.

As material affects the texture, hand feel as well as different performance factors of the product is important in quality of product. Again, color is related to personality by customers and they can reject or select a fashion for color. When the color doesn’t attract them and fade their own color, the fashion will be rejected by them. (Frings, 2005).

Quick-dry, waterproof, breathable, lightweight, odor-resistance and antimicrobial and lastly durability are included in functional attributes in sportswear. For example, some customers wear sportswear for leisure and sports and some for heavy work, as a lot of movement is needed, while in purchasing sportswear durability is also an important factor (Garvin, 1988).

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Quality consciousness or Perfectionist is one kind of demand for and awareness of high quality products, as well as the need of makeing the perfect or best choice instead of purchasing the first available brand or product (Kendall and Sproles, 1986). Therefore quality related characteristics are also performance related.

Price

Customer consider price as the most important factor (Cadogan and Foster 2000). As customers who are highly brand loyal are ready to pay a additional price for their favourite brand, price can not affect their purchase intention easily.

According to Evans et al 1996 and Keller, 2003, as customers strongly trust in the value and price of their preferred brands, they would not evaluate and compare prices with other available brands. By comparing price with values and incurred costs customers can build satisfaction. If the projected utilities of the product are more than cost, this is seen that customers would buy the product.

For avoiding the risk of any change it is favorable to loyal customers to pay a higher price and they wish to pay higher price in exchange of the perceived high risk (Yoon and Kim, 2000). Basically, loyal customers are made more tolerant to price by service loyalty created by long-term service loyalty, therefore loyal customers are discouraged from comparing price with other products by shopping here and there. According to De Ruyter et al., 1999, price is becoming a center point in customers’ assessments of value offering increasingly along with their overall judgment of the retailer.

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Customer’s choice and incidence of purchase are significantly influenced by price (Bucklin et al. 1998). He emphasized that households buy products earlier than needed and switch brands because of discount pricing. Price is explained as compensation for something and quantity of payment. It implies that price is an exchange ratio among products that is paid for one another. Value positioning of companies or product is also reached to the market by price. At the lowest price finding the best value choice or buying at sale prices is defined as Price consciousness (Kendall and Sproles, 1986). Moreover, before deciding on the retail price attractiveness, generally customers estimate market price against an internal perceived price. Style

Style can be described as visual outlook including line, silhouette and other details by which customer’s perception is affected to the brand (Frings, 2005). Style is a created list of clothing approaches that is and has been collected (Littrell and Abraham, 1995).

Customers’ evaluation relies on the customers’ level of fashion awareness, so condition of judgment is their opinion of what is fashionable currently. Fashion conscious and loyal customers are attracted by brands that supply stylish sportswear. Fashion followers and leaders generally buy and repeatedly continue to purchase highly fashionable fashion garments in stores. They and their ego achieve satisfaction by wearing the latest style and fashion.

Duff (1999) conducted a research that investigated women’s sportswear’s niche market, the findings presented that sportswear purchasers getting more careful about fashion and more stylish products were more demanded; additionally customers like to wear different attires in different occasions.

Generally consciousness of fashion is described as an consciousness about new styles, attractive styling and fashion change, along with the willingness to purchase anything trendy and exciting (Sproles and Kendall, 1986).

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Store Environment

According to Omar (1999), store longevity and retail marketing success is dependent on the store environment most significantly. Brand loyalty is affected by favorable approaches of the store which includes in-store stimuli, layout of store and location of store to some extent. Number of outlets and store location are important in changing customer pattern of buying. Highly accessible store and satisfactory service to customers can create loyal customers (Evans et al., 1996). Therefore, customer’s decision making is influenced by a store’s atmosphere which is one of the factors.

The incitement in the store, like the characteristic of other salespeople and shoppers colors, signs, displays, merchandise and shelf space, store layout, noises, temperature and smells affect customers and provide as elements of apparel attributes ( Littrell and Abraham, 1995), alternatively, customer’s satisfaction with the brand and decision making is affected by it (Evans et al., 1996). On the contrary, attitudes and behavior is affected by the background music that is played in the stores (Milliman, 1982). Higher sales volume is leaded by The slow-beat musical selection as customers spend more money and time in a supporting atmosphere.

Having loyal customers has many benefits to the retailers. Loyalty of customers can produce a positive operating expense benefit for retailers (Huddleston et al.2004). Moreover, they emphasized that the expense of collecting new customers is five times to six times higher than retaining present customers. Customers who are loyal creates low expense for retailers comparing to generating new customer, can enhance their spending of purchase, they have customer longevity and price premiums are acceptable to them. Research done by Chang and Lin (2003) expressed that purchasing behavior is significantly affected by the channel convenience of the brands. This indicates that while purchasing low involvement products the how accessible the product/brand in the store is crucial. Customers will rather choose another brand instead of going another store only for finding the product of the brand.

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Promotion

Promotion is a kind of communication with customers which is a marketing mix component. The use of sales promotions, advertising, publicity and personal selling is included in promotion. According to Evans et al., 1996, definition of advertising is an impersonal information representation in mass media regarding a product, store, company or brand. Customers’ beliefs, attitudes and images to brands and products are greatly affected and their buying behavior is influenced by it . Promotion, especially by advertising, can assist setting perceptions or ideas in the customers’ minds and assist distinguishing products among other brand’s products.

A significant element of a firm’s marketing strategy is known as promotion (Rowley 1998). With respect to offered products promotion is a way of communicating with customers, and it is used to encourage sales or purchase of a service or product also. Most of the companies use tools of sales promotion to advocate public relation and advertising activities. They are focused to customers as ultimate users. She also claimed that one of the vital components of the marketing mix is promotion which includes marketing directly, advertising; personal selling, sales promotion; sponsorship, publicity and public relations that has a vital role in determining market success and profitability. Quality of service

In which customers’ expectations is corresponded and that satisfies their requirements and needs is defined as quality of service (Gronroos, 1990). One type of personal selling is quality of service that involves direct communication between potential buyers and salespeople. When customers are assured of definite privileges of service and like the provided service, they like to shop at certain stores.

The effect of customer-salespeople relationships usually result to long lasting introduction of customers to the brand or store. Belief in salesperson seems to link with total concept of the service quality of the store, as a result, customers being totally satisfied with the stores lastly. Moreover, customers’ evaluation of service and experience, and ultimately customer’s brand 17

loyalty is affected by personalization that includes, responsiveness, personalization, tangibles and reliability significantly ( Leung and To, 2001).

There are three dimensions of the service quality of as customers perceive technical or outcome dimension, image and functional or process dimension (Gronroos 1990). Again, according to Allaway and Richard (1993) only using functional quality attributes to describe or forecast customers’ behavior may have low predictive validity and be a misspecification of quality of service. Hypotheses

This

paper intends to critically analyze factors that influence sportswear customer brand

loyalty towards a specific brand. The following hypotheses are consequent on the basis of factors that influence brand loyalty.

H1: There is positive and significant correlation between brand loyalty and product quality on sportswear consumer.

H2: There is positive and significant correlation between brand loyalty and style on sportswear consumer.

H3: There is positive and significant correlation between brand loyalty and brand name on sportswear consumer.

H4: There is positive and significant correlation between brand loyalty and store environment on sportswear consumer.

H5: There is positive and significant correlation between brand loyalty and service quality on sportswear consumer.

H6: There is positive and significant correlation between brand loyalty and promotion on sportswear consumer.

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H7: There is positive and significant correlation between brand loyalty and price on sportswear consumer.

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Chapter 2 : Methodology In this study different criteria and guidelines of logical research methodology has been maintained. In this chapter of this paper we will demonstrate the precise methodology that was followed to facilitate this research ahead. Research Approach: In this stage of a research paper we have to make decision what are basis of chosen theory which may be found either by learning or included in that specific literature. Here we can follow a inductive approach or deductive approach. In an inductive approach one needs to gather data, then scrutinize it and lastly develop a proper theory based on the outcome of the analyzed data. In a deductive approach one need to develop a hypothesis from the relevant theory and develops analysis strategies for testing the hypothesis in order to accept otherwise to refuse it. (Saunders et al. 2009, page: 124). Figure 3.1: Research Approach

Source: Bryman & Bell (2007).

This paper has chosen deductive approach as it firstly builds up hypothesis from a recognized theory, secondly expresses the hypothesis in prepared terms, thirdly conducts hypothesis testing, next analyses the specific results of that inquiry and finally confirmed targeted theory 21

on the basis of the findings or results of the test. Here highly structured methodology has been made to support imitation for making high level of reliable guarantee to follow deductive approach. Research strategy: Bryman & Bell defined research strategy as a general orientation to the performance of conducting a business research. There are mainly two different types of research strategy which are quantitative and qualitative research. Both qualitative and quantitative researches are diverse from each other not only on the basis of ontological and epistemological foundations but also on the basis of quantification and measurement of the results (Bryman & Bell 2007, page- 28). Quantitative research: Quantitative research is generally exercised in deductive approach. The aim of the quantitative study is to do a test of a hypothesis for establishing a theory. The result of quantitative research analysis is mostly in numbers and quantify. One more characteristic of this kind of research is sample size is extremely large here. In quantitative research there is a very low level of chances of biasness in the explanation from the researchers since here statistical methods are used largely for analyzing the results.

22

Figure 3.2: Quantitative research

Source: Bryman & Bell (2007)

This paper is quantitative research for total 11 reasons which include everything from theory building to the last step of writing the findings and conclusions. Qualitative research: Qualitative research is totally the opposite picture of the quantitative research in nearly every aspect of comparison. In inductive research we mostly use qualitative method where on the basis of research observation we try to generate a theory, (Bryman & Bell 2007, page: 28).

23

Table 3.1: Quantitative vs. Qualitative research

Source: (Hulley et al. 2007) This study has used quantitative research rather qualitative research. This research mainly focuses with numbers in addition to comprehensive use of ratios to calculate as well as explore these figures along with numbers. Researcher has selected deductive approach that is directly related with quantitative research strategy and in previous section researcher has argued behind its selection. Researcher has selected this strategy keeping in mind the research questions and objectives. Theoretical Framework Theoretical framework of a study is based on secondary data. Theoretical framework is designed base on literature reviewed that provide full insight in understanding of research questions and solving them (Collis & Hussey 2009). The theoretical frame work of this research is as follows Table 3.2: Theoretical Framework Diameter Price

Description Price is the money spent to purchase a product. When a customer gets loyal to specific product, price does not obstruct him to purchase but to create loyal customer a brand need to offer quality product providing superior value for

Promotion

money. Promotion is attracting customers towards a product using different media of promotion. Attracting advertisement and attractive window display in store

Style

promote a customer to purchase sportswear. Visual appearance of a produce that creates affection to customers influencing him to purchase is termed as style. In case of fashion brand, different trendy, 24

fashionable and flexible style with exclusive attributes that suits best with consumers’ look are significant features of styles that results in brand loyalty Service quality

toward a particular fashion brand. Service quality refers to that service which meets customer need and satisfies them. For providing quality service that create loyal customers, Sportswear brand need to train sales personnel well who should be eager to help

Store environment

customers, should be polite and friendly, should pose sober appearance. Store environment internal is layout of stores and facilities offered by an entity that help to make customers to become loyal towards specific brand. Store location, number of stores, interior design and look, and in-store stimuli are

Product quality

significant components of store environment influencing brand loyalty. Product quality is features and attributes of a product or service that has the ability to satisfy customers’ requirement. Product quality that affects brand loyalty of Adidas customers includes durability and performance of fabrics, colour, size, cutting, finishing, functional quality, and comfort features of

Brand name

sportswear. Brand name is the establishment and nourishment of identity, image, and quality over the long period of time. Attributes of brand name in case of Adidas sportswear includes good reputation, attractive brand image, representation of personality and aristocracy and offering high quality products at high price griping economics of scales that ultimately results in brand loyalty.

Data Collection Method:

Data is called the foundation of information from where researchers try to find required information for answering the questions mentioned in the research (Rubin, R.B. et al. 2010). To collect pertinent information researchers use mainly primary and secondary sources of data. Primary data is collected or perceived straight from the first time experience. This researcher collected primary data from structured survey with customers of Adidas who were briefed on the purpose of the study. To collect secondary data researcher has gone through books, articles, journals, and exclusive web-based data. Sampling technique: Sample is a subset of total population which is selected for representing the whole population with the help of statistical inference and making judgment from the entire population on the 25

basis of that chosen sample. There are mainly two types of approaches for sampling the first one is probability and the other one is non probability approach (Bryman & Bell 2007, page: 182). In the probability sampling approach every unit of population has the equivalent possibility of being chosen which are included in the sample and their possibility of selection is always greater than zero. This sampling approach eliminates any types of biasness in the sample selection process and diminishes the chance of sampling error. In non probability sampling approach possibility of choice of elements is not recognized and some population elements have no probability of being selected as a sample of that population (Swisher 2010). This researcher used simple random sampling because this sampling is most representative of total population where everyone of the population has equal chance of selection. The Sample

Respondents are comprises of multiple ethnicity, namely British, other European, Chinese, Indian and USA, who were selected from three stores located in Stratford, London UK. These stores were selected because those were larger stores in this district compared to other stress. Sample size is 100 respondents including both man and woman. The survey is conduction over time frame of 15 days and researcher went personally to targeted respondents in different three targeted location. 100 sets of survey questionnaires were distributed among respondents in Stratford, London UK and data is collected in Likert Scale. The demographic profile of all respondents is presented in table 3.2. Table 3.3: Demographic profile of the sample Diameters Gender Races

Age

Educational qualification

Range Male: Female: British Other European Indian Chinese USA 18-22: 23-27: 28-32: 32 and above: Bellow High School

Valid Respondents 65 35 35 24 16 12 13 28 51 12 9 14

Percentage 65.0 35.0 35.0 24.0 16.0 12.0 13.0 28.0 51.0 12.0 9.0 14.0

26

Income:

High School/College Undergraduate Postgraduate PhD: £10,000 and bellow £10,001-15,000 £15,001- 20000 £20,001-25,000 £25,001 and above

21 36 23 6 45 20 21 9 5

21.0 36.0 23.0 6.0 45.0 20.0 21.0 9.0 5.0

Remark: Total sample size N=100

The structure of the questionnaire is clear, easy to understand, and straightforward to ensure that the respondents could answer the questions with ease. Research Instrument

A research instrument is tools that are used to measure a given phenomenon. Interview, survey, paper and pencil tests are the examples of research instrument. This researcher uses survey research tool to measure the impact of brand loyalty on customer of Adidas. A selfadministered questionnaire in English was developed and divided into eight sections: product quality, price, promotion, service quality, store environment, style, brand name and demographic characteristics.

Data Analysis

Descriptive analysis is used to analyze the background as well as the respondents’ profiles pertaining to their evaluation of brand loyalty. The common measures such as the total, mean, 27

frequency and percentage are used to analyze the data gathered through the questionnaires. Frequencies such as mean and percentage analysis were used to obtain the factors that influenced respondents’ brand loyalty.

ANOVA is an appropriate test for hypothesis testing when there are more than two groups measured on an interval scale. In this study, ANOVA is used to determine whether there is any significant relationship between independent variables (brand name, product quality, price, style, promotion, service quality and store environment) and income and race of the respondents. One-way ANOVA is a single-factor, fixed-effects model to compare the effects of one factor (Malhotra, 2007). This means that One-way ANOVA is used to determine the variability of the sample values by looking at how much the observation within each group varies as well as how much the group means varies.

Pearson Correlation was seen as appropriate to analyse the relationship between the two variables which were interval-scaled and ratio-scaled. Furthermore, correlation coefficients reveal magnitude and direction of relationships which are suitable for hypothesis testing (Malhotra, 2007). The researcher used Pearson correlation to test seven independent variables (brand name, product quality, price, style, promotion, service quality and store environment) that influenced consumer brand loyalty and to test if a relationship existed between the independent and dependent variables. Ethical consideration: The researcher ensures that human participant this research will not be harmed psychologically or physically. Participants in this research are voluntary and subject and purpose of the research are informed to them. The researcher has not any intention to misinterpret responses collected from participants. The researcher will also secure participants privacy and confidentiality. Limitations:

Major limitation of this paper is that results of this paper are based on responses collected from survey on customers and analysis and findings will be based on customers’ opinion what may differ from management point of view. This researcher assumes that respondents answered accurately and correctly. Survey uses five points Likert scale to record customers’ 28

opinion that is not absolute measure of human feelings but only a comparative measure. This paper has chosen sample of 100 responses because of time limitation and cost effectiveness though researcher intended to survey higher reflective sample of the population. There is words limit too.

29

30

Chapter 3 Critical Analysis

This chapter analyses data collected from sample survey on customers. For analysing data different data analysis tools such as percentage, mean, mean average, Cronbach’s Alpha, ANOVA, Pearson correlation are used based on methodology has just developed. Product Quality Product quality indicates features and attributes of a product and service that has the ability to satisfy customer needs.

Product quality that affects brand loyalty of Adidas customers

includes durability and performance of fabrics, colour, size, cutting, finishing, functional quality, and comfort features of sportswear. Respondents, profile of survey in percentage indicates that 33% customer scored 5 (Strongly agree) regarding that Adidas products last longer compared to other brands, 35% scored 4 (Agree), 20% scored 3 (Neutral) and rest expressed negative opinion. Consumers’ profile of survey in parentage shows that 36% consumer scored 5(strongly agree) regarding that the materials used by Adidas are comfortable, 33%scored 4(agree), 19% scored 3 (Neutral) and 12% opine negatively about comfortable. Clients, profile of survey in percentage indicates that 34% consumer scored 5 (strongly agree) regarding that Adidas has products of diverse colour,32% scored 4 (agree), 20% scored 3 (Neutral) and 14% express in negative word. Final consumers, profile of survey in percentage indicates that 34% consumer scored 5 (strongly agree) regarding that the products of Adidas have good functional quality, 32% scored 4 (agree), 20% scored 3 (Neutral) and others response negatively. Style Style is visual appearance of a produce that creates affection to customers resulting in purchasing decision. In case of fashion brand, different trendy, fashionable and flexible style with exclusive attributes that suits best with consumers’ look are significant features of styles that results in brand loyalty toward a particular fashion brand. Ultimate users’ profile of survey in percentage indicates that 34% consumer scored 5 (strongly agree) regarding that The Adidas has different styles, 31% scored 4 (agree), 22% scored 3 (Neutral) and 14% express negatively. Ultimate Clients, profile of survey in percentage indicates that 36% consumer scored 5 (strongly agree) regarding that Product styles of Adidas do suit me well, 31

33% scored 4 (agree), 17% scored 3 (Neutral) and express negatively like 14%. Final Clients’ profile of survey in percentage indicates that 32% consumer scored 5 (strongly agree) regarding that Product styles of Adidas have exclusive attributes,31% scored 4 (agree), 22% scored 3 (Neutral) and not express positively like 15%. Final consumers’ profile of survey in percentage indicates that 32% consumer scored 5 (strongly agree) about that Product styles of Adidas are trendy and fashionable,32% scored 4 (agree), 20% scored 3 (Neutral) and not opines positively like 16%. Brand Name Brand name is the development and nourishment of identity, image, and quality over the long period of time. Attributes of brand name in case of Adidas sportswear includes good reputation, attractive brand image, representation of personality and aristocracy and offering high quality products at high price griping economics of scales that ultimately results in brand loyalty. Final respondents, profile of survey in percentage indicates that 30% customer scored 5 (Strongly agree) regarding that Adidas is a well reputed brand, 33% scored 4 (Agree), 23% scored 3 (Neutral) and others like 14%expresse negatively. Ultimate respondents, profile of survey in percentage indicates that 31% customer scored 5 (Strongly agree) regarding that the brand Image of Adidas encourages me to purchase, 35% scored 4 (Agree), 22% scored 3 (Neutral) and rest like 12%expresse negatively. Users, profile of survey in percentage indicates that 24% customer scored 5 (Strongly agree) regarding that I do choose Adidas regardless of price, 29% scored 4 (Agree), 25% scored 3 (Neutral) and others not express positively like 22%. Respondents’ profile of survey in percentage indicates that 29% customer scored 5 (Strongly agree) regarding that Adidas represents my own aristocracy and personality, 32% scored 4 (Agree), 21% scored 3 (Neutral) and rest of them like 18% express negative opinion.

Store Environment Store environment implies the surroundings of building and facilities offered by an entity which creates loyalty towards a specific brand. Store location, number of stores, interior 32

design and look, and in-store stimuli are significant components of store environment influencing brand loyalty. Respondents customers, profile of survey in percentage indicates that 29% customer scored 5 (Strongly agree) regarding that Adidas stores located at convenience places, 33% scored 4 (Agree), 24% scored 3 (Neutral) and rest of them like 14% not expressed positive words. Respondents users, profile of survey in percentage indicates that 33% customer scored 5 (Strongly agree) regarding that Outlets of Adidas are sufficient, 33% scored 4 (Agree), 17% scored 3 (Neutral) and 17% not expressed positive opinions. Finally, respondents’ profile of survey in percentage indicates that 28% customer scored 5 (Strongly agree) regarding that interior exhibit of Adidas stores are nice-looking, 30% scored 4 (Agree), 19% scored 3 (Neutral) and rest of the respondents like 23% express negative words. Respondents customers, profile of survey in percentage indicates that 26% customer scored 5 (Strongly agree) regarding that Colour and music inside Adidas outlets are attractive, 27% scored 4 (Agree), 22% scored 3 (Neutral) and rest people like 25% express negatively.

Service Quality Service quality refers to that service which is in line with customer expectations and that satisfies customer’s required demand. For providing quality service that create loyal customers, Sportswear brand need to train sales personnel well who should be eager to help customers, should be polite and friendly, should pose sober appearance. Final respondents customers, profile of survey in percentage indicates that 30% customer scored 5 (Strongly agree) regarding that Salesperson in Adidas stores is trained well, 32% scored 4 (Agree), 18% scored 3 (Neutral) and rest Respondents customers like 20% not express positively in their opinions. Ultimate respondents customers, profile of survey in percentage indicates that 28% customer scored 5 (Strongly agree) regarding that Salesperson in Adidas stores is eager to help, 29% scored 4 (Agree), 20% scored 3 (Neutral) and rest Ultimate respondents customers like 23% say negatively in their opinions when survey. Final respondent Users, profile of survey in percentage indicates that 28% customer scored 5 (Strongly agree) regarding that Salesperson in Adidas stores is polite and friendly, 30% scored 4 (Agree), 18% scored 3 (Neutral) and others like 24%not express positively in their opinion while surveying. Finally respondents’ clients, profile of survey in percentage indicates that 27% customer scores 5 (Strongly agree) regarding that Salesperson in Adidas stores shows sober appearance, 28% scored 4 (Agree), 19% scored 3 (Neutral) and other respondents express negative comment in their opinions. 33

Promotion Promotion is marketing communication mix that referred as communication with customer through push or pull marketing. Attracting advertisement and attractive window display in store promote a customer to purchase after that (s)/he becomes loyal if (s)/he gets satisfied. Clients’ profile of survey in percentage indicates that 29% consumer scored 5 (strongly agree) regarding that Advertisements of Adidas are attractive,31% scored 4 (agree), 19% scored 3 (Neutral) and rest 21%

respondents express in negative words in their opinions.

Respondents’ profile of survey in parentage shows that 28% consumer scored 5(strongly agree) regarding that advertisements of Adidas promote me to purchase,30%scored 4(agree), 20% scored 3 (Neutral) and 22% opines negatively in their speech about advertisements of Adidas promote me to purchase. Final respondent Users time of survey, profile of survey in percentage indicates that 26% customer scored 5 (Strongly agree) regarding that Window displays in Adidas stores are attractive, 29% scored 4 (Agree), 20% scored 3 (Neutral) and others express not positively in their opinion at the time of survey.

Price Price is vital factor to measure brand loyalty as high loyal customer is less price sensitive and less loyal customer is high price sensitive. When a customer gets loyal to specific product, price does not obstruct him to purchase but to create loyal customer a brand need to offer quality product providing superior value for money. Customers’ profile of survey in percentage indicates that 23% customer scored 5 (Strongly agree) regarding that Increase of price does not obstruct me to purchase, 25% scored 4 (Agree), 23% scored 3 (Neutral) and others express negatively like 29%time of survey. Finally, respondents’ profile of survey in percentage indicates that 26% consumer scored 5 (strongly agree) regarding that Adidas provides superior value for money, 29% scored 4 (agree), 20% scored 3 (Neutral) and others response negatively in their opinions. Table 4.1: Responses in percentage 5

4

3

2

1 34

Product

Q.01

Adidas products last longer compared to

33

35

20

8

4

Q.02

other brands The materials

are

36

33

19

9

3

Q.03 Q.04

comfortable. Adidas has products of diverse colour. The products of Adidas have good functional

34 34

32 32

20 20

10 10

4 4

Q.01

quality. Adidas has different styles.

34

31

22

9

4

Q.02 Q.03

Product styles of Adidas do suit me well. Product styles of Adidas have exclusive

36 32

33 31

17 22

8 10

6 5

Q.04

attributes. Product styles of Adidas are fashionable and

32

32

20

10

6

Q.01

trendy. Adidas is a well reputed brand.

30

33

23

10

4

Q.02

Brand Image of Adidas encourages me to

31

35

22

7

5

Q.03 Q.04

purchase. I do choose Adidas regardless of price. Adidas represents my own aristocracy and

24 29

29 32

25 21

12 10

10 8

Store

Q.01

personality. Adidas stores located at convenience places.

29

33

24

9

5

Environment

Q.02 Q.03

Outlets of Adidas are sufficient. Interior exhibit of Adidas stores are nice-

33 28

33 30

17 19

11 15

6 8

Q.04

looking. music and Colour inside Adidas outlets are

26

27

22

16

9

Service

Q.01

pretty. Salesperson in Adidas stores is trained well.

30

32

18

13

7

Quality

Q.02 Q.03

Salesperson in Adidas stores is eager to help. Salesperson in Adidas stores is polite and

28 28

29 30

20 18

16 14

7 10

Q.04

friendly. Salesperson in Adidas stores shows sober

27

28

19

17

10

Quality

Style

Brand Name

used

by

Adidas

appearance. Promotion

Q.01

Advertisements of Adidas are attractive.

29

31

19

13

8

Q.02

Advertisements of Adidas promote me to

28

30

20

13

9

Q.03

purchase. Window displays in Adidas stores are

26

29

20

14

11

attractive. Price

Q.01

Increase of price does not obstruct me to

23

25

23

17

12

Q.02

purchase. Adidas provides superior value for money.

26

29

20

15

10 35

The result obtained based on answers of respondents’ from mean average score of brand loyalty attributes which is presented in Table 3. As per over result, the most significant factor is product quality. In the UK customers mainly choose product quality as the major factor that encourages them to be loyal toward Adidas. It is also observed from this research that the UK and Hong Kong customer loyalty behaviour are similar as consumers of both countries consider that the product quality is the most significant factor influencing their brand loyalty (Yee & Sidek 2008). A research on brand loyalty of sportswear by Lau et al. (2006) found that brand name and style influences brand loyalty behaviour of hard-core loyal costumers’ in the Hong Kong environment where communication mix influences brand switchers. So this research reveals that the mean average indicates product quality as the most vital parameter of brand loyalty in Adidas. Style, brand name, store environment, service quality, promotion, price is the consecutively next vital parameter of brand loyalty in Adidas sportswear customers. Table 4.2: Ranking Factor of Brand Loyalty Factors

Q.

Questions

Mean

Ranking

Product

No. Q.1

Adidas products last longer compared to other

3.85

1

Q.2 Q.3 Q.4

brands The materials used by Adidas are comfortable. Adidas has products of diverse colour. The products of Adidas have good functional

3.90 3.82 3.87

Quality

quality. Mean Average Adidas has different styles. Product styles of Adidas do suit me well. Product styles of Adidas have exclusive attributes. Product styles of Adidas are fashionable and trendy. Mean Average

Style

Q.01 Q.02 Q.03 Q.04

Brand

Q.01 Q.02

Adidas is a well reputed brand. Brand Image of Adidas encourages me to

3.86 3.82 3.85 3.75 3.74 3.79 3.75 3.80

Q.03 Q.04

purchase. I do choose Adidas regardless of price. Adidas represents my own aristocracy and

3.45 3.64

Name

2

3

36

personality. Mean Average Store

Q.01

Adidas stores located at convenience places.

3.66 3.72

Environm

Q.02 Q.03

Outlets of Adidas are sufficient. Interior exhibit of Adidas stores are nice-

3.76 3.55

Q.04

looking. music and Colour inside Adidas outlets are

3.45

ent

4

pretty. Mean Average Service

Q.01

Salesperson in Adidas stores is trained well.

3.62 3.65

Quality

Q.02 Q.03

Salesperson in Adidas stores is eager to help. Salesperson in Adidas stores is polite and

3.55 3.52

Q.04

friendly. Salesperson in Adidas stores shows sober

3.48

5

appearance. Mean Average Promotion

Q.01

Advertisements of Adidas are attractive.

3.55 3.60

Q.02

Advertisements of Adidas promote me to

3.55

Q.03

purchase. Window displays in Adidas stores are attractive. Mean Average

Price

Q.01

Increase of price does not obstruct me to

Q.02

purchase. Adidas provides superior value for money. Mean Average

3.45 3.53 3.30

6

7

3.46 3.38

Cronbach’s Alpha

Cronbach’s Alpha (coefficient alpha = α) results of each variable are listed in of Table 2. The result of Alpha varies from 0 to 1 where 1 represents the highest internal reliability and 0 represents the lowest internal reliability. According to Garson (2002), standard Alpha score is 0.7 or above though some researchers consider 0.6 as standard score. After testing seven independent variables as factors of brand loyalty, this observed that all variables are resulted internally reliable and scored above standard of 0.7. This is also observed that components of all dimensions of brand loyalty resulted Alpha score of 0.7034 which is above the standard. 37

Table 4.3: Reliability Analysis (Cronbach’s Alpha) of Factor of Brand Loyalty

Independent Variables

Alpha

Product Quality

0.7545

Style

0.7352

Brand name

0.7631

Store Environment

0.7389

Service Quality

0.7243

Promotion

0.7498

Price

0.7124

Brand Loyalty

0.7034

ANOVA

One-Way ANOVA is tested between the factors of brand loyalty and income level. This test is conducted with a view to finding out the significance of relationship between factors of brand loyalty and income level. Table 4 represent the results of ANOVA test between factors of brand loyalty and income level. Four variables are observed to result significant positive relationship with income level which are product quality (.008), brand name (.001), service quality (.009) and promotion (.005). The overall results represents that the UK customer consider quality of product, quality of service, brand name, and promotion as factors of brand loyalty in case of Adidas sportswear. The high income customers tend to get more loyal to Adidas brand compared to low income customers. This is also revealed that the UK customers behave similarly to Hong Kong customers in case of branded sportswear because they tendency to favour brand names in buying sportswear (Lau et al 2006; Yee & Sidek 2008). Table 4.4 Income Level versus Factors of Brand Loyalty

38

Income

Product

Style

Quality

Store

Service

Promo

Price

Name

Environ

Quality .009

.005

.246

.008

.955

.001

ment .095

12.152

10.185

14.473

13.374

14.413

12.288

7.578

bellow £10,001-

14.472

11.930

15.700

14.423

15.726

13.368

8.332

15,000 £15,001-

15.584

12.523

16.800

15.478

16.589

14.832

9.567

20000 £20,001-

16.252

13.287

17.587

16.680

17.663

15.728

10.824

25,000 £25,001

17.500

14.219

18.542

17.532

18.523

16.145

12.553

Sig. Mean

Brand

£10,000 and

and above

Another one way ANOVA is conducted between races and parameters of brand loyalty with a view to finding out significance of relationship between races and factors of brand loyalty. Result represents that only two variables, brand name (.005 and price (.000) are significant. The result reveals that the UK customers significantly consider brand name and price as factor of brand loyalty towards Adidas in relation to races (Emadzadeh & Derakhshide 2012). This also found that Indian and Chinese customers highly favour brand name of Adidas and UK and USA customers favour brand name of Adidas less compare to Indian and Chinese. Table 4.5 Races versus Factors of Brand Loyalty

Product

Style

Quality Sig.

.625

.195

Brand

Store

Service

Name

Environment

Quality

.005

.595

.124

Promo

Price

.254

.000

39

British Other

17.337 16.987

18.783 17.112

17.670 17.450

15.920 15.754

15.742 13.422

12.284 11.883

9.563 9.354

European Indian Chinese USA

16.039 16.304 18.162

16.189 16.550 19.889

16.163 16.965 18.285

14.764 15.135 16.374

14.520 15.121 15.926

10.868 11.232 12.957

7.627 8.894 9.823

Hypothesis Test

Table 6 represent the result of hypothesis test. The research results show that customers favour Adidas when they observe function or benefits derived from sportswear is positive and this satisfaction influence them to favour the brand (Emadzadeh & Derakhshide 2012). For measuring relationship between the brand loyalty diameters and brand loyalty, significance of relationship among them is measured. The correlation of r=0.302 is considered a reasonable correlation (Cohen 1988). The result shows high correlations among variables of brand loyalty and brand loyalty presented in Table 6.

Table 4.6 Significance of brand loyalty factors with brand loyalty

Variables Product quality Style Brand name Store environment Service quality Promotion Price

Pearson Correlation .701 .538 .602 .785 .631 .788 .856

Sig. (2-tailed)a .001 .169 .003 .002 .000 .005 .001

Significant at 0.01 level (a)

40

Product quality is found to have high positive correlation with brand loyalty at significance level .001 so hypotheses one is supported. Brand name is also found to represent high positive correlation with brand loyalty at significant level .003 so hypotheses three is supported. Store environment, service quality, promotion and price are observed to have high positive correlation with brand loyalty at significance level less than 0.01 and hypotheses four; five, six and seven are supported. So, quality of product, store environment, brand name, service quality, price and promotion are related significantly in decision making process of Adidas customer. Though style represent positive correlation with brand loyalty, it is insignificant as significance level is greater than 0.01. So, there is no significant correlation between style and brand loyalty so, second hypothesis is rejected.

Chapter 4 : Findings, Conclusion and Recommendations Findings This chapter of this paper represents the critical factors found after analysis in previous chapter. This aim of the paper is to find out the impact of brand loyalty on Adidas customers. Based on deductive research approach theoretical framework is constructed consisting of seven diameters; price, product quality, style, promotion, brand name, service quality, store environment that comprise the mix of brand loyalty as per Yee and Sidek (2011). Analysis using different statistical tools on theses diameters is summarized bellow consecutively. Price is the money spent to purchase a product. In this paper customers’ about spending of money to buy Adidas product is examined and found

as high loyal customer is less price

sensitive and less loyal customer is high price sensitive. When a customer gets loyal to 41

specific product, price does not obstruct him to purchase but to create loyal customer a brand need to offer quality product providing superior value for money. Statistics of respondents regarding the price perspective presented in frequency distribution table in chapter four indicates that 71 percent customers thinks that price does not obstruct them to purchase from out of Adidas thou price is pretty high there even 23% customers whose income is high think that price does not obstruct them in purchasing decision at all. Profile of respondents about the value of money in exchange of product represents 75% respondents believe that Adidas provide superior value for money. Mean average score of price diameter is 3.38 which is representative value of all responses and can be replaced with all responses under this diameter. So majority of customers believe price is considerable in Adidas. The analysis finds high internal consistency among response and high correlation between price and brand loyalty. The study shows a significant positive relationship between brand loyalty and price in Adidas. Many customers (29%) considers price as an important factor that sometimes obstructs them to buy in Addis. Customers who have higher income are less sensitive to price and lower income customers highly price sensitive. This is also found that Indian and Chinese customers are high price sensitive and British and USA customers are fewer prices sensitive. Anyway, customers who have high brand loyalty were found less price sensitive. This finding indicates that customers satisfied with the products of a brand are willing to purchase products of that brand even if they have to pay relatively higher price. Product quality is features and attributes of a product or service that has the ability to satisfy customers’ requirement. Product quality that affects brand loyalty of Adidas customers includes durability and performance of fabrics, colour, size, cutting, finishing, functional quality, and comfort features of sportswear. Profile of respondents regarding durability of Adidas product compared to other products indicates 88% customers believe that Adidas products are durable and 12% response negatively. 88% respondents believe that fabrics used by Adidas are comfortable to wear. Colour collection of Adidas is rich as per comments profile of 86% respondents. 89% respondents think that Adidas products have good functional quality. Mean average score of production quality diameter is 3.86 that indicates representative the representative value of product quality diameter and this value can be replace with all responses under this diameter. This indicates all respondents’ score products quality as 3.86 in scale of 5 that indicates product quality is first vital matter of brand loyalty to customers based on mean scores. This research found a significant positive relation between product quality and brand loyalty in Adidas. This is observed high internal 42

consistency among responses and high correlation between product quality and brand loyalty. This is found that high income people deserve more high quality product and lower income people think quality of product is satisfactory. High income people favored product quality more as diameter of brand loyalty compared to lower income people. This is also found that Indian and Chinese customers think quality of products is at satisfactory level but British, Other European and USA customers think that product quality is subject to more improvement and they favoured product quality more significant diameter of brand loyalty compared to other races. Visual appearance of a produce that creates affection to customers influencing him to purchase is termed as style. In case of fashion brand, different trendy, fashionable and flexible style with exclusive attributes that suits best with consumers’ look are significant features of styles that results in brand loyalty toward a particular fashion brand. Customers profile about differentiation in style represents that 87% respondents commented that Adidas provides diverse styles in their products. High income customers tend to recommend more diversified style in product line in Adidas compared to less income customers. British, European and USA customers also demands more diversified style. 86% respondents think that styles of Adidas suits them well and 14% think that styles does not suits them well who are of high income and European or USA customers who demand more suitable styles in product line of Adidas. 85% respondents think that Adidas products have attractive styles and analysis find that higher income and USA, British and European customers deserve more attractive styles. 84% respondents believe that products styles of Adidas are trendy and fashionable but few customers of high income group and USA, British and Europe demand more trendy and fashionable products. Mean average of promotion diameter is 3.6 that indicates representative value of all responses under style diameter meaning each respondent scores style as 3.6 in scale of 5. There is high internal consistently among responses under style diameter and there is high correlation between style and brand loyalty. USA, British and European customers favoured style more as diameter of brand loyalty compared to Indian and Chinese. High income group also favoured style as factor of brand loyalty compared to low income group. Anyway, it is found there is no significant correlation between style and brand loyalty. Among the selected seven diameters, respondents do not regard style as an significant factor for becoming loyal to Adidas brand. Promotion is attracting customers towards a product using different media of promotion. Attracting advertisement and attractive window display in store promote a customer to 43

purchase sportswear. Respondents’ profile regarding the attractiveness of advertisement shows that 79% customers think that advertisement of Adidas is attractive to them. 75% believe window display in Adidas store is attractive. 78% consider that advertisement promote them to purchase. Promotion is ranked as sixth important factors of brand loyalty based on mean average. Mean average scores of promotion is 3.53 that indicates each respondent scored different factors of promotion parameter as 3.53 in scale of 5. Reliability analysis indicates there is high internal consistency among responses of customers and there is high correlation between promotion and brand loyalty. This is found that lower income customers favour promotion as factor of brand loyalty less compared to higher income customers. This is also found that USA, British and European customers favour promotion as diameter of brand loyalty compared to Indian and Chinese customers. It is found that there is a positive relationship between promotion and brand loyalty. In calculating customer’s brand loyalty promotion is considered as a very important factor. The use of advertising, sales promotion, personal selling and publicity is included in it. According to the research done, male participants spend less time in reading product labels than female respondents before purchasing a product. Brand name is the establishment and nourishment of identity, image, and quality over the long period of time. Attributes of brand name in case of Adidas sportswear includes good reputation, attractive brand image, representation of personality and aristocracy and offering high quality products at high price griping economics of scales that ultimately results in brand loyalty. Analysis shows that 86% respondents believe that Adidas is well reputed brand. 88% consumers thinks that brand image encourage them to purchase from Adidas. 22% customers sometimes does not purchase form Adidas because of high price. 82% customers think that product of Adidas is sign of own aristocracy and personality. Brand name is the third diameter among seven diameters of brand loyalty based on mean average score of responses. This is found that mean average score is 3.66 which is representative to all responses under this diameter. There is found high internally consistency among responses under diameter of brand name and there is high correlation between brand name and brand loyalty. This paper finds that USA, British and European customer prefers brand name compared to Indian and Chinese customers. This is also found that high income people prefer brand name compared to low income group. Finally there is significant positive relationship between brand name and brand loyalty.

44

Service quality refers to that service which meets customer need and satisfies them. For providing quality service that create loyal customers, Sportswear brand need to train sales personnel well who should be eager to help customers, should be polite and friendly, should pose sober appearance. Profile of respondents about salesperson training attributes of service quality parameter indicates that 80% customers believe that salespersons in Adidas stores are trained well. 77% percent customers think that sales persons in Adidas stores have helpful mentality. 76% customers commented that sales person in Adidas store is friendly and polite. 74% respondents believe that Adidas salesman has sober appearance. The researcher ranked service quality as fifth diameter of brand loyalty among seven diameters based on mean average score obtained. Mean average score is 3.55 which indicates that all respondents ranked service quality as 3.55 in scale of 5. Here is high internal consistency among responses und the diameter of service quality and the service quality is highly correlated with brand loyalty. This is found that high income customers favour service quality as factor of brand loyalty compared to low income customers. This is also found that USA, British and European favour service quality as vital factor of brand loyalty compared to Indian and Chinese customers. The research finds a significant positive correlation between quality of service and brand loyalty. To influence and encourage customers to patronize a store, quality of service is a very important factor. The findings tell that good relation between salesperson and customer can create a long term relationship with the store. Meanwhile, customer’s confidence on salesperson is considered to affect customer’s total perception of the store’s service that determines customer’s overall satisfaction on the store. Store environment internal is layout of stores and facilities offered by an entity that help to make customers to become loyal towards specific brand. Store location, number of stores, interior design and look, and in-store stimuli are significant components of store environment influencing brand loyalty. Customers profile regarding the store environment indicates that 86% respondents think that stores are located at convenient place. 83% thinks than numbers of outlets are sufficient. 77% believe that internal environment of Adidas is attractive. 75% customers regard colour and music inside store are attractive. Store environment is ranked as fourth diameter of brand loyalty among seven diameters based on mean average score of responses. Mean average of this diameter is 3.62 that indicate all respondents ranked store environment as 3.62 on scale of 5. Analysis found that there is internal consistency among responses collected in Likert Scales and there is high correlation between store environment and brand loyalty. USA, British and European customers are found to consider store 45

environment highly as diameter of brand loyalty compared to Indian and Chinese customers. This is also found that high income group highly favour store environment as factor of brand loyalty compared to low income customers. This research finds significant positive correction between the brand loyalty and store environment. Store environment is diameter of customers’ brand loyalty in Adidas.

In summary, researcher noticed that while purchasing products, customers pay much attention to different diameters of brand. This research ultimately reveals that price, product quality, store environment, promotion, service quality, brand name have significant correlation with brand loyalty but style has insignificant relationship with brand loyalty. So price, store environment, product, promotion, brand name and service quality influence sportswear customers to be loyal to Adidas.

Conclusion

The research was conducted with the objective of finding the impact of brand loyalty on sportswear customers particularly on customers of Adidas brand. Brand loyalty is vital for a firm because it ensures that customers will keep in mind its product and ensures that they will not shift to other brand’s product. From the research we found that gaining and maintaining customer’s loyalty is not easy. There are many forces that leads customers away like such as competition, customers’ interest for variation and so on. According to the implications of the study, it is found that in the British environment there are six important factors of brand loyalty appropriate for the environment that are; name of the brand, quality of product, price, promotion, service quality and environment of Adidas. To convert a general customer loyal customer to a brand, quality of product is a crucial factor. It is noticed that quality of product is also a significant factor in some countries like Hong Kong and Malaysia. Thus, this study also shows that British prefer six diameters of brand loyalty more as significant factors influencing customers buying decision compared to others related factors concerned with brand loyalty. Except style, all the factors showed a significant positive relationship with brand loyalty. Unavoidably, the Adidas is successful entity in managing brand loyalty by offering large potential in the sportswear market where there is increase in sporting activities and high demand of sportswear. 46

Recommendation

There are 173 sportswear brands in UK market and the market is competitive where supplier of sportswear has power to switch buyer as they have number of options and can deal with different companies to offer same product at same price grabbing high profit margin. Adidas should plan for joint venture of backward linkage business with countries like Bangladesh, India where labour cost is cheap. Thus Adidas may reduce production cost and power of supplier may offer more completive price taking high profit margin.

Quality product forces customers to pay high price and they can be imposed by the product quality of others competitors. Now the consumers have more options to buy a customised product of their choice because of product line horizontal and vertical extensions. To avoid this treat, Adidas should position in the market more strongly offering diversified style of product line of high quality. Product of Adidas is also little customised from world’s number one brand Nike as a result they losses customer trust for some products what hamper brand loyalty of customers to this company. Adidas can pay more attention on product quality and need to in invest more in Research and Development to unique and innovative product to premium customers. By offering innovative product experience to customers the firm may develop strong brand association with people. So should add technology based product line in the industry of sportswear to become a market leader.

As a premium brand Adidas products will not suit with local athletes who are not willing to pay premium price. To reposition as brand for everyone Adidas need to target high price sensitive customer segment and can position Rebook that is acquired by Adidas earlier to this segment. Adidas may also develop strategic partnership with local brand and it need to improve promotion attract customers. Service quality and store environment is subject to more improvement as per research findings and thus Adidas can become Word’s number one brand leaving Nike behind.

Further research suggestions:

47

Findings of this research are comparable with research results on influence of brand loyalty on consumers of sportswear conducted by Yee and Sidek (2011). That paper was found product quality is the most vital factor for brand loyalty. That paper also found other significant factors of brand loyalty which are same as finding of this paper. So this paper creates the scope of further research on brand loyalty of sportswear and fashion product as other luxury products. In that case researcher suggests for choosing larger sample size and taking opinion from management point of view using interview with executives besides survey on customers. Quality aspect of this research: Quality research uses sound and strong research design to solve the research question of a study. There are there criteria for evaluating quality of a quantitative study such as reliability, validity and generalisability. Reliability: Reliability is mainly concerned with reliability of assessment of a phenomenon or concept. It actually indicates the repeatability of finding derived from research (Bryman & Bell, 2007, p.163). Reliability can be termed as consistency of the findings of research and implementing similar data collection tools and sampling procedures to analyse the observed findings (Saunders et al., 2009). As per reliability aspect of quantitative research, findings of this paper can be repeated using same analysis procedure and data collection tool. Same result will be found if data is collected using simple random sampling and in-person survey data tool designing question on similar diameters using five point multi level Likert Scale. Validity: Validity of a research implies to answer or measure same research problem what was intended to measure (Golafshani, 2003, p 599). This research finding is similar with research problem. The objective of this paper is to find the impact of brand loyalty on Adidas customers which has similarity with research findings. Generalisability:

The degree to which findings of a research study carried out using specific sample size from a population can be useful or functional to a large population or the whole population is termed as Generalisability of a research (Saunders et al., 2009). This research is Generalisabile as findings regarding the loyalty behaviour of Adidas customer in England are similar to loyalty

48

behaviour of sportswear customer in Malaysia and Hong Kong environment (Lau et al. 2006; Yee & Sidek 2008).

49

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Appendix 1: Survey Questionnaire Dear participant, I am a student at London School of Commerce in UK. Currently, I am working on my dissertation, where my objective is to investigate consumers´ opinions regarding brand loyalty of Adidas sportswear. This questionnaire is the backbone of my paper and I would be very thankful if you would take 10 minutes to honestly answer to it. Please consider that the questionnaire is totally anonymous. Thank you in advance for your help!

QUESTIONNAIRE Section 1: Product Quality Q.01 Adidas products last longer compared to other brands Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Q.02 The materials used by Adidas are comfortable. Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Disagree 2

Strongly Disagree 1

Q.03 Adidas has products of diverse colour. Strongly Agree 5

Agree 4

Neutral 3

Q.04 The products of Adidas have good functional quality. Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Section 2: Style Q.05 Adidas has different styles. Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree 55

5

4

3

2

1

Disagree 2

Strongly Disagree 1

Disagree 2

Strongly Disagree 1

Q.06 Product styles of Adidas do suit me well. Strongly Agree 5

Agree 4

Neutral 3

Q.07 Product styles of Adidas have exclusive attributes. Strongly Agree 5

Agree 4

Neutral 3

Q.08 Product styles of Adidas are fashionable and trendy. Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Section 3: Brand Name Q.09 Adidas is a well reputed brand. Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Q.10 Brand Image of Adidas encourages me to purchase. Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Disagree 2

Strongly Disagree 1

Q.11 I do choose Adidas regardless of price. Strongly Agree 5

Agree 4

Neutral 3

Q.12 Adidas represents my own aristocracy and personality. Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree 56

5

4

3

2

1

Section 4: Store Environment Q.13 Adidas stores located at convenience places. Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Neutral 3

Disagree 2

Strongly Disagree 1

Disagree 2

Strongly Disagree 1

Q.14 Outlets of Adidas are sufficient. Strongly Agree 5

Agree 4

Q.15 Interior exhibit of Adidas stores are nice-looking. Strongly Agree 5

Agree 4

Neutral 3

Q.16 Music and Colour inside Adidas outlets are pretty. Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Section 5: Service Quality Q.17 Salesperson in Adidas stores is trained well. Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Disagree 2

Strongly Disagree 1

Q.18 Salesperson in Adidas stores is eager to help. Strongly Agree 5

Agree 4

Neutral 3

Q.19 Salesperson in Adidas stores is polite and friendly. 57

Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Q.20 Salesperson in Adidas stores shows sober appearance. Section 6: Promotion Q.21 Advertisements of Adidas are attractive. Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Disagree 2

Strongly Disagree 1

Q.22 Advertisements of Adidas promote me to purchase. Strongly Agree 5

Agree 4

Neutral 3

Q.23 Window displays in Adidas stores are attractive. Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Section 7: Price Q.24 Increase of price does not obstruct me to purchase. Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Q.25 Adidas provides superior value for money. Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

Section 8: Socio – Demographic 26. What is your Gender?

58

Gender

✓

Male Female

27. What is your race? Races

✓

British Other European Indian Chinese USA

28. What is your annual total household income? Income

✓

£10,000 and bellow £10,001-15,000 £5,001- 20000 £20,001-25,000 £25,001-30,000 £30,000 and above

The questionnaire is finished. Thank you again for you help!

59

60

Appendix 2: Survey results Adidas products last longer compared to other brands

Comments

Scores

Frequency

Percent

CP

Strongly Agree

5

33

33

33

Agree

4

35

35

68

Neutral

3

20

20

88

Disagree

2

8

8

96

Strongly Disagree

1

4

4

100

100

The materials used by Adidas are comfortable. The materials used by Adidas are comfortable. Comments Scales Frequency Strongly Agree 5 36 Agree 4 33 Neutral 3 19 Disagree 2 9 Strongly Disagree 1 3 100

Percent 36 33 19 9 3

CP 36 69 88 97 100

Adidas has products of diverse colour. Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

Frequency 34 32 20 10 4 100

Percent 34 32 20 10 4

CP 34 66 86 96 100

Percent 34

CP 34

The products of Adidas have good functional quality. Comments Strongly Agree

Scales 5

Frequency 34

61

Agree Neutral Disagree Strongly Disagree

4 3 2 1

33 22 8 3 100

33 22 8 3

67 89 97 100

Scales 5 4 3 2 1

Frequency 34 31 22 9 4 100

Percent 34 31 22 9 4

CP 34 65 87 96 100

Percent 36 33 17 8 6

CP 36 69 86 94 100

Percent 32 31 22 10 5

CP 32 63 85 95 100

Adidas has different styles.

Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Product styles of Adidas do suit me well.

Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

Frequency 36 33 17 8 6 100

Product styles of Adidas have exclusive attributes. Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

Frequency 32 31 22 10 5 100

Product styles of Adidas are trendy and fashionable. 62

Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

Frequency 32 32 20 10 6 100

Percent 32 32 20 10 6

CP 32 64 84 94 100

Frequency 30 33 23 10 4 100

Percent 30 33 23 10 4

CP 30 63 86 96 100

Frequency 31 35 22 7 5 100

Percent 31 35 22 7 5

CP 31 66 88 95 100

Frequency 24 29 25 12 10 100

Percent 24 29 25 12 10

CP 24 53 78 90 100

Adidas is a well reputed brand.

Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

Brand Image of Adidas encourages me to purchase.

Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

I do choose Adidas regardless of price.

Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

63

Adidas represents my own aristocracy and personality.

Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

Frequency 29 32 21 10 8 100

Percent 29 32 21 10 8

CP 29 61 82 92 100

Frequency 29 33 24 9 5 100

Percent 29 33 24 9 5

CP 29 62 86 95 100

Frequency 33 33 17 11 6 100

Percent 33 33 17 11 6

CP 33 66 83 94 100

Percent 28 30 19

CP 28 58 77

Adidas stores located at convenience places.

Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

Outlets of Adidas are sufficient.

Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

Interior exhibit of Adidas stores are nice-looking.

Comments Strongly Agree Agree Neutral

Scales 5 4 3

Frequency 28 30 19

64

Disagree Strongly Disagree

2 1

15 8 100

15 8

92 100

Percent 26 27 22 16 9

CP 26 53 75 91 100

Percent 30 32 18 13 7

CP 30 62 80 93 100

Percent 28 29 20 16 7

CP 28 57 77 93 100

Colour and music inside Adidas outlets are attractive.

Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

Frequency 26 27 22 16 9 100

Salesperson in Adidas stores is trained well.

Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

Frequency 30 32 18 13 7 100

Salesperson in Adidas stores is eager to help.

Comments Strongly Agree Agree Neutral Disagree Strongly Disagree

Scales 5 4 3 2 1

Frequency 28 29 20 16 7 100

Salesperson in Adidas stores is polite and friendly. 65

Comments Strongly Agree

Scales 5

Frequency 28

Percent 28

CP 28

Agree Neutral Disagree Strongly Disagree

4 3 2 1

30 18 14 10 100

30 18 14 10

58 76 90 100

Salesperson in Adidas stores shows sober appearance.

Comments

Scales

Frequency

Percent

CP

Strongly Agree

5

27

27

27

Agree

4

28

28

55

Neutral Disagree Strongly Disagree

3 2 1

19 17 10 101

19 17 10

74 91 101

Advertisements of Adidas are attractive.

Comments Strongly Agree

Scales 5

Frequency 29

Percent 29

CP 29

Agree Neutral Disagree Strongly Disagree

4 3 2 1

31 19 13 8 100

31 19 13 8

60 79 92 100

Advertisements of Adidas promote me to purchase.

Comments Strongly Agree

Scales 5

Frequency 28

Percent 28

CP 28

Agree Neutral Disagree

4 3 2

30 20 13

30 20 13

58 78 91

66

Strongly Disagree

1

9 100

9

100

Window displays in Adidas stores are attractive.

Score Strongly Agree

Score 5

Frequency 26

Percent 26

CP 26

Agree Neutral Disagree Strongly Disagree

4 3 2 1

29 20 14 11 100

29 20 14 11

55 75 89 100

Percent 23 25 23 17 12

CP 23 48 71 88 100

Increase of price does not obstruct me to purchase.

Score Strongly Agree Agree Neutral Disagree Strongly Disagree

Score 5 4 3 2 1

Frequency 23 25 23 17 12 100

Adidas provides superior value for money. Score Strongly Agree Agree Neutral Disagree Strongly Disagree

Score 5 4 3 2 1

Frequency 26 29 20 15 10 100

Percent 26 29 20 15 10

CP 26 55 75 90 100

67