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Bachelor Thesis in Business Administration

Evaluation of Factors Affecting the Decision-Making Process of Sneaker Purchase among

Chinese Post 90s Consumers

BACHELOR DEGREE PROJECT

THESIS WITHIN: Business Administration

NUMBER OF CREDITS: 15hp

PROGRAMME OF STUDY: International Management

AUTHORS: Siyi Chen, Tuoyu Liu & Yuhao Su.

TOTOR: Anders Melander, Ziad El-Awad

JÖNKÖPING May 2022

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Table of Contents

Abstract ......................................................................................................................................................... 6

1. Background ............................................................................................................................................... 8

2. Problem Formulation .............................................................................................................................. 10

3. Research Purpose .................................................................................................................................... 11

Research Question .................................................................................................................................. 12

4. Frame of Reference ................................................................................................................................. 12

4.1. Literature review .............................................................................................................................. 12

Introduction ......................................................................................................................................... 12

4.1.1. Factors affecting consumer buying behavior ............................................................................ 14

4.1.2. Five-stage consumer decision making process ......................................................................... 27

5. Methodology and Method ....................................................................................................................... 33

5.1. Methodology .................................................................................................................................... 33

5.1.1. Research Philosophy ................................................................................................................. 34

5.1.2. Research Approach ................................................................................................................... 34

5.2. Methods............................................................................................................................................ 35

5.2.1. Primary data collection ............................................................................................................. 35

5.2.2. Sampling ................................................................................................................................... 36

5.2.3. Interview ................................................................................................................................... 37

5.2.4. Interview Questions .................................................................................................................. 37

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5.2.5. Data Analysis ............................................................................................................................ 38

5.2.6. Ethical Considerations .............................................................................................................. 38

5.3. Ethics ............................................................................................................................................... 39

5.3.1. Anonymity and Confidentiality ................................................................................................ 39

5.3.2. Credibility ................................................................................................................................. 39

5.3.3. Transferability ........................................................................................................................... 39

5.3.4. Dependability ............................................................................................................................ 40

6. Empirical Findings & Analysis ............................................................................................................... 40

6.1. Empirical Findings ........................................................................................................................... 40

6.1.1. Need recognition ....................................................................................................................... 40

6.1.2. Information search .................................................................................................................... 41

6.1.3. Evaluation of alternatives .......................................................................................................... 43

6.1.4. Purchase decision ...................................................................................................................... 45

6.1.5. Post-purchase behavior ............................................................................................................. 46

6.2. Analysis............................................................................................................................................ 47

6. 2. 1 Personal factors ........................................................................................................................ 47

6.2.2 Economic factors........................................................................................................................ 49

6.2.3 Psychological factors ................................................................................................................. 50

6.2.4 Social factors .............................................................................................................................. 52

6.2.5 Cultural factors ........................................................................................................................... 53

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7. Conclusion .............................................................................................................................................. 53

7.1. Practical Implications and Theoretical Contributions ...................................................................... 55

7.2. Limitations ....................................................................................................................................... 55

7.3. Future Research ............................................................................................................................... 55

References ................................................................................................................................................... 56

Appendices .................................................................................................................................................. 66

Appendix 1: Coding Process ................................................................................................................... 66

Appendix 2: Interview Questions ........................................................................................................... 69

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Acknowledgments

First of all, we would like to thank our supervisor Dr. Ziad El-Awad for his help, constructive

feedback and effective guidance throughout the research process. By using his expertise and

valuable advice, we received very useful insights while conducting our research and successfully

completed the paper.

Secondly, we would like to thank the examiner Dr. Anders Malander for taking his time and

spending extra energy on us. An additional defense was arranged for us because we submitted

the thesis late.

Thirdly, we sincerely thank those respondents (group37 & group55 (2021)) who were willing to

take their valuable time to participate in the study and provide us with valuable insights.

We would also like to thank the participants in the workshop group. We received constructive

criticism from them during the seminar. These constructive suggestions help us finish this article

better.

Finally, we thank the course guidance of business school for helping us get this opportunity to

test our knowledge.

Thank You!

Siyi Chen, Tuoyu Liu & Yuhao Su

May 2022

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Abstract

Title

Evaluation of Factors Affecting the Decision-Making Process of Sneaker Purchase among

Chinese Post 90s Consumers.

Background

Sneakers have become an essential part of the younger generation's wardrobe in today's society,

reflecting the millennial drive for comfort and leisure. It ultimately portrays a playful and stylish

image among post-90s consumers. In the colossal sneaker market, various factors influence

consumers' purchasing decisions.

Purpose

The study's objective is to analyse the factors affecting the decision making process of Chinese

post-90s consumers in purchasing sneakers. It explores factors behind consumers' purchasing

behaviors that are special and different from those of consumers in other parts of the world in the

vast market of China. The study focuses on strengthening the knowledge on the topic.

Additionally, the study will provide information on what drives China's post-90s consumers'

buying decisions on sneakers. Marketers will be able to analyse the factors and come up with

services or sneaker products that satisfy consumers. The paper will summarize the factors that

influence consumers' purchasing decisions of sneakers by combining literature surveys and

interviews.

Method

Semi-structured interviews with 12 respondents were conducted. Through the analysis and

coding of the interview, the key influencing factors in consumer decision-making are identified.

The literature review analysed the five steps of consumer decision-making progress.

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Conclusion:

Consumers make purchase decisions primarily based on their liking for products. Marketers

should reasonably position the product range that consumers like and recommend them. Friends'

recommendations and discussions influence consumers' purchasing behavior. Establishing good

product experience and after-sales service in the marketing process affects brand reputation.

Key terms: Sneaker, Chinese consumer, Five-stage consumer decision-making process,

Sneaker market, Consumer behaviour

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1. Background

Sneakers have become a vital part of the outfit for the younger generation. The living

standards of millennials have developed with the perpetual increase in the need to dress better

every day. Sneakers are a unification of fashion, style, and international culture. The fashion

world continues to evolve and transform with the rise in the influence of social and cultural

issues on clothing and apparel adoptions (Hancock, 2019). Sneakers have been positioned in a

sophisticated corporate boardroom. The demand for sneakers is on a surge. The total global

market of sneakers was valued at approximately $79 billion and is estimated to increase to

$119.5 by 2026 (Statista, 2022). Sneakers are, therefore, the ultimate number one choice of every

millennial’s feet ware.

Sneakers have evolved as a status symbol for millennials. These expensive shoes are

considered a must-have for youngsters. They reflect the drive of comfort and leisure for them.

The shoes depict a lively and trendy image (Hoffower, 2019). The root of the sneaker culture

appears male dominant with less projection from women (Salvano, 2019). The culture of

sneakers is drawn from the varied aspects of contemporary society, such as athletics, music,

celebrities, and fashion. Basketball players and hip-hop musicians of the music industry are the

most prominent developers of sneaker culture. It reflects that athletics, music players, and

celebrities have been perpetual influencers of the evolution and growth of sneaker culture. In

China, celebrity endorsement is a prominent strategy for sneakers promotion.

Several popular companies in China make sneakers. The strategy and vision of these

companies are relatively similar, and each company controls the demand for customers. The

popular sneaker brands in China are Li-ning, Peak, ANTA, 361̊̊ , Xtep, Nike, Adidas, Puma,

Under Armour, and Fila (Liu, 2019). The youngsters of China are fuelling the sneaker market.

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Nike's revenue in China rose from $940 million in 2009 to $4,262 million in 2019 (BI, 2020).

The company also launched self-lacing HyperAdapt 1.0 shoes with pressure sensors insoles that

trigger upon placing the foot inside and allow automatic lacing (Nike's, 2016).

Additionally, the sales of ANTA sneakers have increased as the sneaker brand possesses

qualities like excellent traction, effective cushioning set-up, premium upper, and a fantastic fit.

The Li-ning sneakers possess Tetris-like traction, sweat proof-sole, durable, flexible knit, and

upper high-end midsole. The upper high-end midsole technologies are like foam, deliver good

cushioning, and are lightweight.

As the Chinese millennials search for products to individualize themselves from their

peers, brands have successfully invested in customization and artist collaboration. For instance,

Nike built a "Nike by You" zone in Shanghai flagship store that allowed consumers to customize

parts of their shoes, including sole, straps, cloth, and laces (La Torre, 2018). Customization

options provide accurate data on consumers' purchasing habits and style preferences. Although

sneakers are a big business globally, the Chinese market offers companies and brands to

diversify in adjacent areas.

Collectivism, risk aversion, and power distance are the key aspects to drive sneaker sales

in Chinese culture. The Chinese market is the largest business market in Asia; hence it is

profitable for companies to make sneakers (Hung et al., 2011). The market demand and financial

returns in China are so high that many companies want to invest in it. Therefore, even though

sneakers were developed in the US market, American companies have expanded in the Chinese

market. The resultant companies have increased their profit margins by taking advantage of

market demand. Many experts believe that the demand for sneakers in the Chinese market was

not so high, but sneakers in the Chinese market.

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The increase in sneaker productivity has been directly proportional to their sales. It is

predicted that the consumption of sneakers in China will surpass all the countries worldwide in

the future (BI, 2020). The brand setters consider China to be the perfect market for global

expansion with the big spending estimated by young sneakerheads of China. The CEO of GOAT

and StockX has experienced robust demand for a personalized experience in the sneaker industry.

They visualize tremendous growth in China. Many companies in the Chinese market do not

place much importance on customer demand for sneakers development. Companies use their

technology and creativity to introduce products into the market that attract consumers. The high

demand for sneakers in the Chinese market will make companies experience challenges

developing them. They need to understand the current demand. The study's main objective is to

analyse factors affecting purchasing decisions of sneakers among Chinese post 90s consumers.

2. Problem Formulation

Impulse buying among Chinese consumers is high. According to Lai (2017), the rate of

impulsive buying of clothing in China was higher than that of the U.K. China’s GDP per capita

is lower than that of the U.K. Chinese people are easily manipulated by their friends when

making purchase decisions. Rao (2018) shows that the trends of impulsive buying in China will

keep on increasing, such as, in the JD 618 two-week shopping festivals, some consumers bought

five pairs of new shoes. Around 53% of individuals cited that social media was their highest

cause of shopping unconsciously (Rao, 2018). Social media has been designed to make buying

easy and integrate e-commerce.

Many factors are presumed to cause impulsive buying behavior among Chinese people.

The fear of missing out, satisfaction to receive new items, and the buying journey that has

become more seamless are some of the features that have increased buying impulsively in the

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market (Rao, 2018). Various brands are actively creating their brand value with the development

of the sneaker market in China. Top brands are the most preferred ones when people make a

buying decision. Price and brand type are the topmost priorities of consumers before making a

purchase decision (Moschis & Churchill, 1979). Intermediaries' services have taken advantage of

China's impulsive buying behavior. The youth do not care when the market price is higher than

the sale price. Their only aspirations are show-offs. That has made them susceptible to irrational

purchase behaviors.

An item's feeling to a consumer is also a determining factor for purchase. Nike released

sneakers in 2018 with the same colors as the 1995s. The only difference between them was the

shoe material, and the price was $220 (Denny, 2020). The price is lavish, but consumers

purchased it due to the shoes' feeling. Collectors and hobbyists are the primary buyers of such

shoes. The ordinary consumer cannot afford them. The trending hip-hop culture has made

sneakers the latest fashion (Graeber, 2005). That has highly influenced most customers to buy

sneakers.

Many studies have focused on looking at the factors affecting purchasing of sneakers

worldwide or in Asian markets. This study focuses on China since it is a rapidly growing market

and post 90s consumers who are the target consumers by the sneaker companies (BI, 2020). The

post 90s consumers prefer famous sneaker companies, which are international firms (Rao, 2018).

This study will develop findings that help local companies leverage consumer needs and market

information.

3. Research Purpose

The study's objective is to analyse the factors affecting the decision-making process of

Chinese post-90s consumers in purchasing sneakers. It explores factors behind consumers'

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purchasing behaviors that are special and different from those of consumers in other parts of the

world in the vast market of China. China is among the most significant market globally, but the

research on its sneaker market is not very specific and not up to date. The study focuses on

strengthening the knowledge on the topic.

Additionally, the study will provide information on what drives China's post-90s

consumers' buying decisions on sneakers. It will provide more information on factors affecting

consumers in every decision-making process, contributing to broader knowledge. Marketers will

be able to analyse the factors and come up with services or sneaker products that satisfy

consumers. The paper will summarize the factors that influence consumers' purchasing decisions

of sneakers by combining literature surveys and interviews. The factors will offer a prediction of

the future consumer market of sneakers. Therefore, the direction discussed will be consumers'

shopping behavior in the sneaker market. However, it is not possible to predict that consumers

will skip buying decisions and make impulsive purchases. The type of consumer does not fit the

study's range of expectations. The research gap filled is factors that lead to Chinese post-90s

consumers' buying behavior in the purchase decision-making process of sneakers.

Research Question

What factors affect the decision-making process of sneaker purchase among the Chinese post-

90s consumers?

4. Frame of Reference

4.1. Literature review

Introduction

This section synthesizes a review of relevant literature on the factors affecting consumers'

decision-making process in the sneaker market. The steps taken to conduct a literature review

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were coming up with the topic; "Evaluation of Factors Affecting the Decision-Making Process of

Sneaker Purchase among Chinese Post 90s Consumers,' and defining the research question.

Doing that enables the coming up with relevant keywords and phrases that would be used to

search for sources. The selection of databases was made.

Making a list of keywords was the first step in the literature search. The research question

developed them. Every concept, variable, and synonym relevant was written down. Others were

learned as the search continued. Databases used for literature search were the library’s catalog,

google scholar, Econlit, and JSTOR. Boolean operators such as AND OR narrowed the search.

Abstracts were read to ensure they were relevant to the study. The bibliography for chosen

studies was studied to come up with relevant references. For credibility, peer-reviewed studies

and scholarly sources were used. For authenticity, the number of citations a study exhibited was

considered.

Studies focused on consumer behavior, the decision-making process, and the factors

affecting purchasing decisions for sneakers were utilized. Other studies considered were those

that dealt with textiles and footwear and excluded non-related. Other exclusion criteria used were

for exclusion of sources not in English. Type of publications such as letters, personal opinions,

and non-educational content was not considered. The review has been organized into themes, the

factors affecting consumer buying behavior, and the five-stage consumer decision-making

process. Therefore, a thematic structure has been applied.

The study will evaluate factors affecting the purchasing behavior of post-90s consumers

in China sneaker market. Many studies have been done on the sneaker market, but there are few

ones done in the context of the Chinese market and post-90s consumers. The sneaker market is

highly propelled by the 90s consumers hence the need to develop factors affecting their

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purchasing decisions to be used by businesses and expand e-commerce. The Chinese market is

rapidly growing, and since the customers prefer famous brands, the study's findings will enable

local companies to find information for competition (Rao, 2018).

4.1.1. Factors affecting consumer buying behavior

Buying behaviors is the decision-making process. It is the action of buying and

consuming products and services. Consumer buying behavior is the buying behavior of the

consumer. The below are factors that affect consumer buying behavior:

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1. Psychological factors

They are also referred to as internal factors, motivation, perception, learning, and attitude

(Ramya & Ali, 2016).

Motivation

Motivation is the pressure to take action to meet demand or obtain satisfaction. When it

comes to consumer behavior, the way to get satisfaction is to buy (Stanton, 1995). The needs that

drive people's actions are divided into biological and psychological needs. Biological ones are

physical coldness, thirst, and hunger. The psychological needs include satisfying vanity and the

need for respect. Motivation begins with the need for satisfaction. Maslow's hierarchy model of

needs describes five levels of needs: psychological needs, safety and security, love and

belonging, self-esteem, and self-actualization. The needs of the lower levels must first be met

before the higher-level needs are attained (Maslow, 1943). Psychological factors are the most

basic requirements.

Perception

Human perception involves the sense of direction and balance. Perception is subject to

subjectivity (Ramya & Ali, 2016). Everyone has a unique concept. For example, some people

will order takeaway when hungry while others cook. The perception of sneakers among

consumers is paramount for decision-making.

Learning

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Learning is the change of behavior after gaining new knowledge and experience

(Batkoska & Koseska, 2012). Learning can be generated from experience, knowledge, and skills

in consumer behavior. When buying a product, one needs to gain a deeper understanding through

experience (Rangaiah, 2021). According to Rani (2014), learning is through action. For example,

before going to a restaurant to eat, one visits a review website to check the restaurant’s rating.

The sneaker companies should have a good rapport and establish nice relationships with

consumers.

Beliefs and attitude

Individuals' attitudes and beliefs about something can change buying decisions

consciously or unconsciously. For example, some people firmly believe that coffee can help

them refresh their minds, while others prefer tea because they think coffee is harmful to their

health (Rangaiah, 2021). The consistent approach of marketers is that they change consumers'

perceptions of brands through changing customers' beliefs and attitudes (Rani, 2014). The

sneakers' beliefs and attitudes are from past experiences, which new companies in the market can

take advantage of by ensuring customer satisfaction.

Past experience

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Rosengren et al. (2010) state that many brand identity factors will impact consumers.

That includes the brand name, brand logo, and brand slogan. Through that, a brand establishes

brand awareness to consumers. The first step to establishing brand awareness is brand

recognition. The logo, name, and slogan of the brand are remembered after popularity is

achieved. Top-of-mind awareness is attained at a higher level. When people think of the item,

they will first think of a certain brand. For example, when one thinks of soda, Coca-Cola comes

to mind. Also thinking of fast food McDonald’s is the first to be thought. Sneakers are associated

with Nike. Thus, studying the experience of Nike’s sneakers will enable the study to understand

what consumers have been gaining from it so that other companies may employ it and improve

to compete with it.

Consumer expectations

Consumer expectations are behaviors or responses that the consumer expects when

contacting a company. Consumers expect basic parameters such as quality and fair price, but

contemporary consumers expect higher parameters such as positive packaging, personalized

relationships, and cross-channel connectivity participation. Companies must understand

consumers' expectations and produce products that meet them. The more satisfied the client is

with the product, the higher its demand and the more profitable it will be in the market.

Companies must assess consumer expectations in order to increase their marketing and sales.

China is the largest market globally with the largest population in the world. The market is a big

growth opportunity for sports shoe manufacturing companies (Statista, 2021). All companies

making shoes for the market are utilizing luxurious technology.

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Companies are increasing productivity by developing innovative strategies to make

sneakers. They are making good use of advertising strategies to meet and control the needs of

consumers, which help attract them (TextileFuture, 2021). Customers have different

expectations of the products they shop like good service and reasonable prices (Shipton et al.

2017). Today's customers have higher expectations for businesses such as responsive

services, personalized interactions, and connected digital experiences. If a Chinese sneaker

company fails to meet the customers' expectations, they will avoid buying. Meeting

customers' expectations is very important for companies, therefore the need for in-depth

research on meeting customers' needs in the market.

2. Social factors

Humans are social animals; hence, behavior patterns and preferences will greatly

influence people around (Ramya & Mohamed, 2016). A family is two or more people living

together who may have blood relations, common income, housing, and similar values (“Family

influence,” 201̊̊9). Social factors include Family, Reference Groups, Roles, and status. There are

two types of families, nuclear and joint families. A nuclear family refers to a small family with

more freedom of individual decision-making. A joint family is a family with a larger scale and

preference for joint decision-making (Ramya & Mohamed, 2016). The family has a great

influence on personal consumption decisions. For example, when young, one will learn from

their parents about consumption habits.

The unmarried men do not know the information about women’s perfume, but after

marriage, they get to learn, and they will determine the purchase decision of their partners

(Juneja, 2022). The reference group is one or more people who share a set of norms. They have a

great influence on purchasing decisions. The status of a person, such as being a student, is an

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example of a reference group. In the student group, the roles and behaviors of everyone will

conform to that of the group. Therefore, their buying behavior will be similar. Friends are a good

example of the role as a social factor. Recommendations from friends play a key role in buying

behavior. Every person has a different role and status in society. For example, the buying

behavior of a CEO and his subordinates in a company are different (Jisana, 2014).

Social identity is a self-concept based on a person's membership in a particular group.

Specific groups often influence consumers in the purchase process. The groups are culture,

subculture, social class, family, and friends. Since 1980, a special class of sneakerheads has

appeared on the market (Matthews et al. 2021). When an individual establishes identity in a

group, the sense of identity will lead to his consumer behavior. Knowing social characteristics

that affect the consumers will enhance sneaker marketing.

3. Cultural factors

Cultural factors include culture and sub-culture. According to Ramya and Mohamed

(2016), cultural factors are indispensable. It influences decision-making and consumption

patterns. As children grow up, they acquire their values and perceived preferences. Marketers

need to understand the culture. They should set and change marketing plans according to

different cultural backgrounds and trends. Social class is determined by each person's family

background, occupation, and location, which affects the consumption level (Rangaiah, 2021).

Consumers will consider whether they are novel and fashionable enough when buying shoes.

Men's sneakers have developed from pure functionality to being wildly sought after by people

today.

Sneakers have begun to occupy a dominant position in the footwear industry. Sneaker

enthusiasts have created a sneaker subculture (Cunningham, 2008). For the group, a pair of shoes

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is not just for wear but represents status and fame. Consumers buy sneakers, not for wear but for

collection (Cunningham, 2008). Many people have started devoting themselves to buying the

newest and rarest sneaker. In recent years, the rise of high street fashion has extended the

sneakers subculture.

Brand

Brand recognition is a gradual process. When consumers choose a product, they consider

the brand more than the product itself. Brand recognition influences the consumer's decision

(Rubini, 2010). Product and brand awareness are the factors that influence consumer purchases.

The relationship between the two is shown in figure 1 below. Price differentiation occurs when a

company deliberately differentiates its products from its competitors and highlights its unique

qualities and differences from the competitors' products. At this time, the market is a commodity

market. Price differentiation is when a brand charges different prices for different customers. For

instance, Nike's pricing for different regions is different for the same product. It also set the price

much higher than similar products because of the brand. At this time, the market is the branded

market.

Figure 1,

Branded markets versus commodity markets

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(Rubini, 2010)

Brand loyalty is a consumer's positive association with a brand (Kopp, 2021). It measures

the customer's preference for a certain brand when purchasing an agreed product. This process

can be conscious or unconscious (Rubini, 2010). Brand loyalty is a part of brand value. It is

converted into a premium, and consumers are willing to pay. When a company has established

brand awareness, brand positioning, and brand loyalty through marketing, including sponsorship,

advertising, events, together with celebrity marketing, consumers are not only buying products,

but the experience, emotion, trend, and style attached to it. Consumers are willing to pay 80

euros for Nike sneakers when ordinary sneakers only cost 25 euros (Rubini, 2010).

4. Economic factors

The economic environment of the market or country greatly influences consumers'

buying habits and decisions. An adequate money supply and active consumer purchasing power

signify economic stability in prosperous countries. A strong and healthy economy can give

consumers more confidence to buy, while a recessionary economy shows market instability. The

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uncertainties are particularly evident in the weakening of consumer purchasing power and the

rise in unemployment (Rangaiah, 2021). Income determines the purchase behavior of consumers.

However, income refers to the disposable income consumers remain after meeting their basic

living needs (Ramya & Mohamed, 2016). The income will be used to buy daily necessities or

luxuries.

An increase in disposable income is seen in consumer shopping, which indicates

individual living standards. With improved living standards, consumers will spend more on

shopping (Rangaiah, 2021). Household income can also affect economic factors. Household

income includes the income level of the entire family. When families meet their basic needs,

their surplus income reflects their purchasing power and influences their purchasing behavior.

They buy necessities, branded goods, luxury goods, and staples (Rangaiah, 2021). In addition,

expected income will lead consumers to make purchase decisions. When expected incomes rise,

consumers make more purchases. Conversely, when expected income decreases, they reduce

their impulse to buy (Ramya & Mohamed, 2016).

Savings generated from individual income affects individual purchase behavior. When

consumers decide to save more, they spend less on other things. For example, when consumers

save money at certain times, they spend less on shopping (Rangaiah, 2021). Unpredictable

economic features such as business cycle, inflation, and current assets reflect consumers'

purchasing decisions. Current assets are assets that can be realized quickly and without loss.

When consumers have enough liquid assets, they make buying decisions (Ramya & Mohamed,

2016). Consumers are more likely to spend more on luxury goods and shopping. When current

assets are reduced, expenditures on such projects are lowered.

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Personal and family income

The young people born in the 1990s consider product prices. Their budget is not

sufficient as most are either students or junior employees. Since price is an essential feature for

consumers, manufacturers need to consider it. The main determinant of purchasing behavior is

an individual's economic ability (Myers et al. 1971). Consumers' purchasing behavior predicts

their potential purchasing types. High-income individuals know more about product brands than

low-income earners (Keiser & Kuehl, 1972). More product information increases their

subconscious impulse to buy new products. The price factor is influenced by the interaction

between supply and demand in production. Secondary market trading in Sneakers has become

common. Due to limited distribution and excessive hype, the price of various sneakers began to

skyrocket, causing consumers' dissatisfaction.

Based on the concept of supply and demand in the economy, the prices of sneaker

products adjust and fluctuate in the market where it is sold. When the supply of producers equals

consumers' demand, the market is in equilibrium. However, to better promote their products to

consumers, companies form differentiation strategies through unique distribution channels and

product innovation to achieve profit objectives. The success of Adidas in recent years has been

largely attributed to its spokesperson Kanye West. The products are produced in limited

quantities; hence the resale price is high. Consumers like products with limited supplies. The

demand for products is affected by the supply function. The scarcity of products causes

consumers to reject products that are not limited (Lynn & Harris, 1997). Exclusion leads to

consumers' desirability of limited products. There is a correlation between the scarce products in

the sneaker market and consumers' purchasing behaviors. Consumers prefer simple decision-

making processes rather than complex determinants for products with scarcity. They only make

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purchase decisions based on a few characteristics they identify. Such consumers assume that

scarcer types and higher prices mean high quality. They measure their decision against the price

standard (Stavkova et al. 2008).

5. Personal factors

The basic formation idea of individual factors is that each consumer has unique

characteristics (Horská & Sparke, 2007). The development of personality and the formation of

personal values come from parents' interaction with significant others in the social environment.

The values formed to shape the different ideologies and beliefs. These factors vary from person

to person, and they cause consumers to have different cognition and behavior (Rangaiah, 2021).

Ideology is the basis for consumers to make purchases. Purchases are similar to the people or

things that individuals encounter. They reflect the collective cultural and social influence.

Moreover, internal variables affect individual purchasing behavior. They are age, financial status,

occupation, lifestyle, and personality.

Consumers have different purchasing tastes in different age stages. The tastes change

with preferences. Young people are more interested in buying colorful clothes (Juneja, 2022). In

contrast, older people are more likely to opt for decent clothing and subtle design. Singles are

more likely to spend their money on entertainment and enjoyment. People who have a family

will consider buying more things to help their family and secure their future. Therefore, age

changes are important factors affecting consumers' purchasing behaviors. Differences in

economic conditions determine the spending power of individuals and families. Households with

higher incomes and savings tend to buy more expensive products.

On the other hand, households with low income and saving capacity will buy cheap

goods. People with lower or middle income will spend more money on basic needs such as

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education, food, and clothing (Rangaiah, 2021). An individual's propensity to buy is proportional

to his monthly income.

There exist differences in purchasing behaviors of different professions. The consumer's

occupation reflects lifestyle and purchasing decisions. Consumers buy relevant and suitable

things for their careers (Rangaiah, 2021). For example, the purchase behavior of doctors,

teachers, and business people reflects the consumption demand of various industries. Their

identity and nature of work directly affect the products brands they choose. High-paying

professionals spend more money to buy brand-name products to ensure their noble status and

elegant temperament. Low-level employees would not buy designer suits and ties because they

cannot afford the high expenses.

Austrian psychologist Alfred Adler proposed the concept of lifestyle in 1929 (Juneja,

2022). It refers to the way individuals live in society. For successful upper-class people, wearing

designer clothes is essential and assists them to maintain the social class they represent. Thus,

consumers' lifestyles are linked to their perceptions, social relationships, and surroundings. In

addition, consumers' purchasing power in lifestyle is reflected in different interests and hobbies.

The interests and hobbies reflect the areas in which consumers prefer to spend their money or the

consumption concept they want to convey. It is not only a reflection of personal taste but also a

prediction of the potential consumption power of different sectors (Ramya & Ali, 2016).

Lifestyle influences purchasing behavior. For example, the buying preferences of vegetarian and

meat lovers are different. Personality also affects consumers' purchasing behavior. Everyone has

their characteristics, which reflect the purchasing behavior of consumers. People who enjoy

sports buy more sports-related products, and pet lovers think more about their pets (Rangaiah,

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2021). When customers want to express their uniqueness, they consider scarce products. Scarce

products maximize the embodiment of consumers' image and characteristics.

Life style and Personality

Limited products are not meant to sell more products but to offer consumers a unique

feeling. They are deliberately produced in insufficient quantities to be sold. The scarcity of the

product is a hype behavior. It increases the desire for the product and the chance that it will not

be available (Stock & Balachander, 2005). Due to the scarcity of products, conspicuous

consumption accounts for a large proportion of the high-end sneaker market. This kind of

consumption is a symbol of the identity of consumers, which is used to express their uniqueness.

People of the class use uniqueness to maintain status and image.

The more expensive unique the products are, the better they reflect the social status of the

buyers and more easily satisfy their sense of wealth. Uniqueness is the most motivating

determinant of conspicuous buying (Wu & Lee, 2016). The value of such a commodity is to the

extent that it is not available (Brock, 1968). Consumers have different attitudes towards different

types of scarce products, that is, the difference between low supply and high demand. Customers

who prefer non-limited products have a higher demand for products. They believe that the value

of goods is on the high quality. Other conspicuous consumers, who prefer low supply, believe

that the value of an item lies in its uniqueness. Wu and Lee's (2016) research shows that

consumers are more inclined to buy products with low supply scarcity and choose products with

high scarcity for others.

The wine thinking experiment of Van Herpen et al. (2014) intuitively reflects that

consumers prefer scarce products when buying products for friends. Three products were ranked

with three different scarcity levels, and the scarcest product was the most favored by consumers

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(Van Herpen et al. 2014). The selection of rare products testifies to the specificity of the product

and its taste (Rangaiah, 2021). Consumers believe that high-quality products are in high demand

and scarce. Therefore, for consumers who want to reflect their particularity, the supply of scarce

products can better express unique taste and maintain a noble image. Therefore, understanding

personal aspects influencing the sneaker market will enhance manufacturing and advertisement

strategies

4.1.2. Five-stage consumer decision making process

Most analyses of consumer behavior are based on two assumptions, the factors affecting

purchasing habits and that they make rational decisions. Rationality refers to their ability to

choose the best option or several among multiple options through continuous decision-making.

There are many models for studying consumer behavior. For example, the consumer behavior

model established by Nicosia (1966) consists of four areas, consumer attitudes, a search,

evaluation process, decision, and outcome. The model was later adjusted by Engel et al. (1968)

to allow consumers to search for information in the problem identification stage and exit the

decision-making process.

Howard & Sheth (1969) proposed a new version, which pointed out four main elements

of variables affected by mobile information flow. They are inputs, marketing, social stimuli,

perceptual constructs, attention and information search, learning constructs including motives,

choice criteria, brand comprehension, leading to an attitude, confidence, intention, and

satisfaction followed by outputs. Outputs are purchase, intention, attitude, brand comprehension,

and attention. Exogenous variables follow the importance of the purchase, consumer background,

reference group, personality characteristics, available time, and financial status. They are

affected by perception and learning rather than information flow (Milner & Rosenstreich, 2013.)

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After continuous improvement it was found that the consumer decision-making process has five

main stages, problem or need recognition, information search, evaluation of alternatives,

purchase decision, and post-purchase behavior. Obtaining information regarding each step in the

sneaker market will enable local companies to utilize it to boost their sales.

Problem/need recognition

Problem or need recognition is the first step in the consumer's purchase decision-making

process. When consumers find a gap between their ideal state and the actual situation (Bakshi,

2012), this stage is also called creating demand because only when the demand is found to be

unsatisfied will the purchase behavior occur. External factors such as culture and reference

groups affect problem recognition (G. Belch & M. Belch, 2004). Marketers will influence

consumers when they are in problem recognition by creating an imbalance between the

consumer's current state and ideal state. They cause consumers to have the urge to consume and

therefore advertise products (Stankevich, 2017).

Factors affecting the desired state include reference groups, novelty speaking, and

thinking, while both states are influenced by financial considerations, previous decisions, family

characteristics, culture, social status, and marketing efforts. Those that affect the actual state are

insufficient category, demand stimulation, and post-purchase evaluation. When consumers

recognize that a problem exists, they recognize a gap between the desired state and the real state.

They look for a way to define it. That is to describe what the problem is. For example, in the case

of sneakers, consumers will see that their old shoes are damaged, so they need to buy new shoes.

However, some complex issues related to status or self-image are difficult to define (Hawkins et

al. 1986). The salesperson may be aware of the problem but cannot describe it. The next step will

commence only when the consumer's potential problems are properly described. The need

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recognition will enable the consumers to come up with the basic necessity for why they desire

the products.

Information search

A consumer's subconscious demand is the beginning of the purchase of products. When

they realize the product will satisfy them, they will want to make a purchase decision. When

young people buy shoes they like, they will use them to express themselves and improve their

aesthetic. Sneakers are utilized as tools to show off to satisfy their status. The intensity of

consumer demand determines the degree of information needed in the search process. Customers

are more likely to make an immediate decision if they have a product or service readily available.

If not, they will do an information search to help them make a product choice.

Customers have the right to obtain the information they need from different sources. The

information can be public or private (Panwar et al. 2019). The means of searching for

information are internal and external. Consumers will search for fragments in their memories

associated with the product. Moreover, customers will try to find similar services or experiences

with similar products. For example, when consumers want to drink water, they will recall where

the nearest supermarkets providing drinks are based on their experience. The consumer then goes

into the supermarket and chooses the drink they want. That is a purchase decision made through

inside information.

External information sources are diverse. Consumers ask around relatives or friends who

know about the products or services they are looking for. If the feedback they get is positive,

then these products will greatly increase the desire of consumers to buy them. Ultimately, this

external information will guide consumers to make purchasing decisions. In addition, they can

get the information they need from magazines, TV, and the internet. For example,

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advertisements on TV or the internet become vital purchase hints when consumers need them.

Repeat customers have a good experience with the product and will always opt for them (Kotni,

2020). Unless dissatisfied with the previous purchase decision, they will search again.

Figure 2,

Buying decision influence

(Paul & Hogan, 2015)

Evaluation of alternative

Figure 2 above presents that different sources of information have various effects on

purchasing decisions. Consumers face a wide range of choices. The purpose of further decision-

making lies in narrowing the range of choices for consumers through the features of products and

helping them make better purchasing decisions. Companies need to find the most effective

sources of information, but they also need to find features that consumers like (Panwar et al.

2019). Customers consider whether the product's price is reasonable if the quality is up to

standard and brand reputation. Consumers will determine from evaluation if the product's

characteristics align with the intention of purchase. Then they will make a purchase decision.

Evaluations of variables contain many forms. That is, brand, quality, usability,

uniqueness of a product are factors consumers consider buying. For example, milk has different

31

characteristics, such as high-fat milk, low-fat milk, and milk alleviating lactose intolerance.

Beverages are classified as either sugar-sweetened or diet drinks. These characteristics have

different needs for consumers (Kotni, 2020). AI models have been applied to predict consumers'

purchasing preferences and determine the impact of the decision-making process (Bae & Kim,

2010). According to Kietzmann et al. (2018), artificial intelligence optimizes consumers'

purchasing behavior to reduce redundant purchasing behavior and excessive consumption.

Individuals mitigate the environmental impact of climate change by making better buying

decisions. As a result, AI will provide effective advice when customers evaluate their purchase

decisions. It is seen that internal variables are key when obtaining market information for

products. Sneaker companies can utilize this by making human touch and enhancing consumers'

relationships to stay on edge.

Purchase behavior

It is the stage where consumers begin to draw an appropriate conclusion about the

product or service they will purchase after collecting all information. It is the ultimate goal of the

entire consumer decision-making. Studies have pointed out that the whole decision-making

process of purchasing a pair of sneakers does not occur in a vacuum but is related to the

underlying cultural background, personal, social, and psychological factors. Shoes are necessities

the factors that affect consumers' buying behavior are divided into four parts, product, place,

price, and promotion. Product factors include brand, quality, design, model, packaging, and

environmental protection. Price factors include low prices, deep discounts, and lower prices than

competitors. The location factor includes the store environment, the price advantage of the shoes

sold, the convenient location of the store, and the limited shoes (Mohan, 2014). Promotional

factors include celebrity endorsement effect, TV advertising, and social media advertising.

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Consumers will buy the products they need after the factors have been considered. Consumers'

family and friends can also influence their purchasing decisions.

Significant aspects that determine the market today include customer expectations, needs,

and desires. Customers choose the shoes they want according to their wishes (Gracia &

Winkelhues, 2016). In order to meet the needs of consumers, two top brands in Europe, Nike and

Adidas, have launched their personalized products, namely "MI Adidas" and "Nike ID" (Gracia

& Winkelhues, 2016). The launch of the products attracted consumers greatly. In order to meet

the needs of more consumers, more companies are beginning to use the marketing method of

mass customization, which enables consumers to customize shoes according to their wishes. The

first person to get customized shoes is David Beckham in the football world. Adidas customized

a pair of exclusive shoes for him and gradually opened people's eyes to this service through

customization. It is not just ordinary people who wear sneakers but also pop stars, business

people, teenagers, children, and athletes.

Post-purchase behavior

Post-purchase behavior is the last step of the whole consumer making-decision, in which

consumers will evaluate whether they are satisfied according to the consumption experience

process. The seller needs to consider whether the process meets the various needs of consumers,

whether the customers are satisfied with the purchase, and how to retain the old customers. Some

consumers have impulse purchases, and they are more likely to have negative emotions after

impulse purchases, which leads to returning goods. A survey of American female consumers

found that they owned an average of 17 pairs of shoes but only wore three pairs regularly

(Dholakia et al. 2018). Impulse purchases result in most people being upset, and some have to

return goods. Some consumers will have several feelings after an extreme purchase: shame,

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regret, and helplessness (Bose et al. 2013). Many people like to buy limited edition shoes in the

Chinese shoe market without proper information about them. Although the consumers buy

blindly, they do not regret after the purchase, and they will be keen on the next release of limited

edition sneakers. In sneaker culture, each limited edition shoe is unique. It is difficult for

consumers to find alternatives, thus no evaluation of alternatives after purchasing a pair.

In conclusion, the literature sources discussed will form a crucial part of the qualitative

analysis. They contain information on factors affecting consumer behavior regarding sneaker

purchases. It will form as a complementary to the interviews that would be done. Moreover, the

literature survey assists in curbing the limitation of the study in terms of geographical and

timelines. Its use is vital to get insights globally as the sneaker market is a worldwide hype. The

thematic analysis provides the study with credential information in the china sneaker market. The

steps in the decision-making process are vital for use in the study to ensure that every factor in

each step will be identified.

5. Methodology and Method

5.1. Methodology

The section elaborates on the research paradigm, research design, and study's approach.

The research design is formulated on the foundation characteristics of the problem, supported by

assumptions and theoretical perspectives. The risks to the selection of research design are drawn

for better understanding. Each method employed for sampling, data collection, and data analysis

has been discussed critically by providing a rationale for the chosen approach. The ethical

considerations have been presented for the study's certainty and trustworthiness.

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5.1.1. Research Philosophy

The research philosophy is an essential component of any research study because it

allows the researcher to have their conclusions. Post-positivism, realism, positivism, and

interpretivism are some of the philosophies included in the study. In research with subjective

nature, often the interpretivism paradigm is chosen. An array of social factors helps define the

solution to the problem, wherein the reality is not simply proven but rather interpreted (Malhotra,

2007). In line with the research question, the interpretive paradigm is chosen as it is not

grounded on the checked facts but instead focuses on phenomena' subjective perspectives and

interpersonal opinions.

The research focuses on investigating the influencing factors of Chinese Post-90s

consumers in purchasing sneakers. Thus, informal and personal research language will be used.

However, since the paradigm is based on personal experiences and opinions, the research is

biased from the perspective of the specific group of respondents used as the sample.

Nevertheless, the dynamic design of the study will allow substantiating the opinions and notions,

which will lead to the fulfillment of the aim of the research (Gill & Johnson, 2010).

5.1.2. Research Approach

The in-depth exploration of insights and understandings of the individuals will seek to

understand the factors influencing the buying decision of sneakers by the post 90s consumer.

Given the exploratory nature of the research, the inductive research approach is best suited. The

study will inform about the factors affecting buying decisions instead of validating them. The

findings drawn up from the data analysis will be new which means that the deductive approach is

not suitable. Moreover, the research is qualitative; it aims to gain insights based on consumers'

thoughts, cognitions and understand their influencing factors. It will accomplish that by

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investigating and analyzing consumers' inner thoughts and their driving force when purchasing

decisions by utilizing the consumer decision-making model.

5.1.3. Research Design

Research design aids in achieving research objectives and the production of meaningful

conclusions. Explanatory, exploratory, and descriptive research designs are used in research

projects. Arrigo (2018) states that choosing the best design mainly depends on the focus of the

research. Therefore the researchers must analyse the type and the topic of the study to use the

best design in the research method. Researchers may fail to meet their goals if the best research

design is not applied. In this case, an exploratory design is chosen because it aids in revising

previously existing hypotheses. It helps lay the foundations for future research. The researcher

chose the design to extend established theories and achieve the desired research outcome. The

explanatory design makes it difficult to conclude, while the descriptive design fails to validate

the research issue statistically. As a result, exploratory design is the best option for the current

study because it is adaptable and changeable for the research topic. Thus, using this research

design, the researchers can help marketers’ better meet consumers' consumption needs by

understanding the factors that affect consumers' purchasing behaviors.

5.2. Methods

5.2.1. Primary data collection

As described, there is a gap in the literature regarding the consumer expectations and

factors affecting the buying behavior for sneakers, particularly in China. Therefore, the research

design has been formulated with an inductive qualitative approach to fill the gap. The section

provides a rationale for the method of data collection and analysis. The interview method is the

most suitable for this study because of its qualitative nature and topic. Focus groups could not be

conducted due to Covid-19 guidelines, which refrain from social gatherings and limit contacts.

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Hence reaching the larger mass audience for quantitative research or in-person interactions was

not possible. Concerns regarding accessibility and possibility led to proceeding with the

qualitative research through interviews while recognizing the limitations of interviews. A smaller

sample size governs the interviews' responses to cope with the feasibility of conducting

interviews with larger masses. Therefore, there are chances that the responses implicate a

particular point of view that might not be agreed upon by others. Hence, the results from this

study will be applicable to post 90s Chinese consumers of sneakers.

5.2.2. Sampling

The study aims at evaluating factors affecting the decision-making process of sneaker

purchase among Chinese Post 90s consumers living in Beijing. The Chinese post 90s consumers

only considered those who love, use, and purchase sneakers before the study. Due to the

representative nature of the study, it is ideal to use the probability sampling technique. The

method allows applying statistical inferences from Chinese post 90s sneaker consumers in

Beijing samples to all sneaker buyers in China. Thus, the technique will enhance the greater

external validity of the study’s findings. The suitability of the technique enabled defining the

strata for data collection purposes. However, if the probability method were not possible, the

quota non-probability sampling would have been applied to get group samples that would

represent the population.

Stratified random sampling was used due to the interpretive paradigm of qualitative

research (Collis & Hussey, 2014). In order to make sure that the respondents were China

residents, the strata were defined. All the participants must have used sneakers for the reliability

of their responses. The interviews focused on both genders to avoid gender-based biased

responses. Moreover, they were selected based on their income status, whereas the middle class

and the wealthy were only utilized since sneakers are fashionable, high-end, and luxurious

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products; thus, their information will be suitable. Twenty-five potential interviewees were

approached via emails and messages requesting interviews. Sixteen interviewees were finalized,

from which interviews of 12 respondents have been transcribed. That is because four of the

interviewees selected abandoned. Quota sampling was rejected due to its lack of representative

nature and extensive finding applicability required for the study.

5.2.3. Interview

The interview types are structured, semi-structured, or unstructured. Semi-structured

interviews have been chosen as they allow directing the research while also ensuring that the

respondents' answers are not influenced or limited to any ideas. It will enable the researchers to

get insights into predetermined questions. A qualitative approach and semi-structured interviews

encourage the interviewees to share their opinions without any biases, which are transcribed and

interpreted. Before conducting interviews, predetermined questions were framed according to the

objectives and research question. Preliminary themes were also constructed based on the

literature review conducted in the previous chapter. The order of the interview decision is to

explain their preferences and the purchasing desire for sneakers in China.

They gradually analyse consumers' purchasing behavior through the five-stage consumer

decision-making process. The respondents are then asked to reflect on their purchases and write

any new ideas at the end of the interview period. To build rapport over video conferencing and

online meetings for the interview, a brief explanation of the topic was circulated before the video

call set-up. That made the process of introducing the research interview easy.

5.2.4. Interview Questions

The semi-structured interview enables the researcher to collect meaningful and subjective

empirical data. Due to the qualitative nature of the study, the data collected is accurate and

provides the interviewer the chance to conclude. All interview questions and answers are

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attached in the appendix. The questions are open-ended and answered according to respondents'

subjective opinions. They are divided into two sections; the first part is to understand the basic

information of interviewees, such as age, gender and knowledge, and interest in sneakers. The

design of the stage is to gauge the respondent's knowledge and experience on the topic for their

answer credibility. The questions in the second part are designed based on the research question.

It was used to create the question to understand the factors that play at each decision-making

process step. Moreover, the result to be obtained will impact the marketing and sales department

of sneaker companies as they will get more information on the consumer decision-making

process, which can be applied to meet consumer needs and boost sales. The interview session

took approximately 120 minutes per respondent.

5.2.5. Data Analysis

The data analysis in this research has been conducted through qualitative thematic

analysis. The themes cannot be necessarily right or wrong as they are based on the conceptions

and understandings of the researcher, which could differ from person to person (Creswell et al.

2007). Once the interviews were transcribed, the responses were coded as attached in Appendix

1. They were grouped and framed according to themes, that is, the factors affecting consumer

purchasing behavior as explained in the literature review section.

5.2.6. Ethical Considerations

With consent from all the interviewees, the interview was conducted under promised

confidentiality. The identities of the interviewees have been kept anonymous for confidentiality.

The consent form included recording and use of data for academic purposes. The research has

secured data from the use of any other purpose than the intended one. All bias was effectively

avoided within the study.

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5.3. Ethics

5.3.1. Anonymity and Confidentiality

According to Coffelt (2017), anonymity and confidentiality refer to the practice of

protecting the privacy of respondents during data collection with analysis. The confidentiality of

personal information for respondents was ensured and together with their anonymity. After

careful consideration, it was decided that information of interviewees to have serial numbers and

gender, excluding names and other personal data. Finally, all interviews will only appear in this

study and will not be disseminated.

5.3.2. Credibility

Reliability refers to the credibility of data in qualitative research. Theoretical concepts

must be universal and transferable, which means that other researchers can use the same methods

and conditions to reach the same conclusions. (Collis & Hussey, 2014) In the study, semi-

structured interviews were utilized to ensure that interviewees would not deviate from the subject

while expressing their opinions. Finally, after transcribing the interview results, they were

recorded, tracked, coded, and themes identified.

5.3.3. Transferability

The transferability of the study is limited to Chinese consumers. Based on the research,

marketers can predict the buying behavior of China's post-90s consumers in the sneaker market.

Since the main scope of the investigation is the sneaker market, there are limitations, like a small

number of interviews that do not confirm that current factors still influence the buying behavior

of a larger group of people. In addition, the study results cannot be used to determine buying

factors affecting other cultural groups around the world. Consumer groups from different

cultures do not conform to the findings of this study. Therefore, the survey and results of this

study are based on Chinese post-90s consumers.

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5.3.4. Dependability

The research content of this article is conducted transparently. All interviews are

recorded and transcribed. Facetime was utilized in the interview process and recorded. The

interview content will be matched with notes and recordings to ensure that the information

presented is reliable. The research was conducted formally.

6. Empirical Findings & Analysis

6.1. Empirical Findings

6.1.1. Need recognition

Comfort has been recognized as consumers' essential aspect, which motivates them to

buy sneakers. The consumers also cited that purchase motivation changes regularly depending on

their situations when making decisions. However, it was noted that sneakers brought comfort and

convenience. The next aspect determined was the consideration of matching with the outfit. It is

highlighted by respondent 2, "Now the purchase motivation is completely different. Now I think

more about whether the shoes look good and whether they can match my clothes." In addition to

the frequent appearance of comfort and matching of the outfit, it is worth mentioning that two of

the interviewees said that compared to the attributes of the shoe itself alone, the sneakers now

have more fashion and trend attributes. "It (sneakers) is no longer a essential for me, but a hobby,

a trendy item."

In addition, lifestyle factors and perception had significant impacts. Four respondents

mentioned that they are affected by economic factors. Their view is that good-looking sneakers

are generally at a premium compared to others, so they have to spend more money. Some will

resell sneakers to make money. For instance, respondent 10 says: "I will think more about its

appreciation space and whether it can bring me profits." Respondents stated they do not count

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the number of sneakers they owned and do not keep count. They mentioned that although their

quantity is not tracked, the more sneakers styles they have, the better they feel.

Regarding annual expenditure on sneakers, roughly, the interviewees suggested their

annual expenditure for sneakers to be within ¥6,000 (1, 7, 8, and 9). On the contrary, the

expenditure on sneakers for respondents (2, 3, and 4) is as high as ¥20,000 to ¥30,000, while the

expenditure on sneakers for respondents 10 and 11 is exceptionally high; respondents 10 said, "I

will spend at least 4000 to 5000 RMB every month to buy sneakers." Thus, the annual

consumption of sneakers may reach as high as ¥50,000.

Income has a significant impact on the respondents' spending on sneakers. Among the 12

interviewees, four were working, so their source of income was personal, and the rest came from

their parents. The respondents financed by parents or families stated having a budget when

buying sneakers. They approximately had a budget of ¥3,000-4,000. It is, however, noted that

many would exceed their budget. Four of them said they would impulsively buy when they liked

the sneakers, exceeding the budget. The other four said that the overspending was to win friends'

approval or sneaker enthusiasts around them. For instance, respondent 2 "If it happens that the

price of sneakers exceeds the acceptable range, you may want these shoes to gain the approval

of others." Two interviewees said that the overspending was due to foreseeing that there would

be financial income in the future. For example, they would sell shoes they did not wear or dislike

for profit. "When I lose the freshness of some sneakers, I will sell them. This will ensure that I

have more sufficient funds to buy new shoes."

6.1.2. Information search

The shopping motivation of interviewees largely came from the need for products. The

source of the needs is the spread of information and inner satisfaction. During the interview, it

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was found that almost two-thirds of the interviewees were willing to spend more time searching

for information to judge their next purchase decision.

Respondent 9 said in the interview that he would choose by contacting the information on

the internet. He thinks there is a lot of information available on shopping apps and can take his

time to choose. Also, he thinks the apps are easy to use and help compare prices. Interviewee 11

also offers his opinion that he thinks the reference information provided by external software can

help avoid wasting more time searching for sneakers. The product introduction pushed by

professional marketing social accounts is worth referring to. In addition, respondent 10

replied, “I will fully understand the product information before buying, and I will deepen my

understanding of various brands and supplement more information related to the product. For

example, sneaker designers, sneaker co-branded artists or celebrity endorsements, etc." He

thought that would help him gather more information to make better purchasing decisions. In

addition, he pointed out the limitations of internal information search. "Because a lot of the new

shoes are sold through different channels. I'm not likely to be able to search internally to get the

latest shoe information and market feedback."

Respondent 8 pointed out that more information meant having a complete understanding

of the product. "Because external information search allows me to have a more detailed

understanding of the product I want to buy. Buying something based solely on one's memories

can be a bad experience." Respondent 2 offered his personal view on internal information search.

"Every shoe is a new experience," he says. "I can't predict how a new shoe will make me feel

based on my internal information search."

Respondent 1 objected, "But not everyone is rejecting insider searches". She thinks

outside information inspires consumers to know about the shoe or brand. She mentioned that past

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experiences motivated her to purchase sneakers. Therefore, she is suspicious of products found

in external searches, especially if a product has positive reviews; buyers have no feedback on the

product's shortcomings. She trusts her purchase experience and product experience. Respondent

4 answered more rationally. She said "I think buying a pair of shoes is more about personal taste

and preference. Whether it's design, technology or price, it's all about catering to consumers."

She urged people not to let the products cloud their judgment and to buy shoes they may not

need.

Other respondents believe that external information search methods generate a large

amount of information, making it hard for them to make purchase decisions. In addition, they

mentioned it was difficult to judge the actual comfort and quality of shoes. Comfortability and

quality of sneakers were the key factors in influencing buying decisions, and through pictures

and material presentations online, it was impossible to gauge the aspects. Thus respondent 7

indicated that he would prefer to make purchases in physical stores based on his experience. It

helps him make quick judgments. He said "I usually go straight to the store. I will buy directly

when the appearance, comfort and price are satisfactory. "

Through that, it was deduced that celebrities and advertisements influenced most

respondents. A few of them relied on their experiences and recommendations from friends to

make purchase decisions. It was realized that the attraction of celebrities and the promotion by

advertisements played key roles in triggering further purchase decisions in the information

search stage.

6.1.3. Evaluation of alternatives

On the selection assessment, it was found that purchase decisions were heavily based on

personal factors. Economic factors were also critical. Great importance was placed on personal

preference for sneaker products. In addition, appearance, comfort, quality, and scarcity

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influenced the choice. A few made decisions to sustain their social status. More than half of the

respondents cited their willingness to pay a premium for their favorite sneakers.

Interviewer 12 was very direct about her evaluation criteria when buying sneakers, and she

explained, "My standard is that the shoe fits my aesthetic, that's all. Because I enjoy buying things that I

like. It makes me feel good." Her essence of shopping was that it would give her a great mood.

Respondents’ 1̊̊0 and 1̊̊1̊̊ reiterated that the market value created by sneakers was essential and how much

they liked the shoes.

Furthermore, the scarcity of sneakers attracts consumers. Respondent 2 said that he rarely buys

regular sneakers. He prefers to buy limited-edition pieces, which he thought better showed his taste and

status. Other respondents who opted for expensive sneakers also thought it was vital to highlight their

status symbols. In addition, respondent 9 indicated that two factors triggered her purchase decision, "1. I

like it very much and wanted it very much at the first time. 2. My status symbol.” When asked about her

budget, the respondent replied that it was not an issue about the cost but how much she liked it and

showed it off. Most of the respondents cited that status symbol was a significant factor when coming

across a sneaker, and they would buy it even if they had not planned.

Many respondents were willing to pay a premium for their favorite sneakers. It was an income

issue for those who were not willing to buy premiums, which they could not afford. Some respondents

thought a premium of more than 20% was affordable. Nevertheless, respondents who liked limited-

edition products thought it was acceptable to pay two to three times, or even ten times, more than the

original price. Respondent 11 mentioned "As long as the concept of the shoe itself fits my aesthetic and I

really like it. Only on this premise will I buy directly, without hesitation. “The price factor did not matter.

Other respondents said it was reasonable to pay a premium for sneakers if the budget allowed. Some

respondents were willing to overspend in advance to buy their favorite sneakers. However, respondent 4

said, “I would consider whether the premium is worth the original quality of the shoes. If it's worth it, I'll

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buy it at a markup. If it's not worth it, I'll choose a similar substitute or give up and wait for the next

opportunity." He mentioned that he always considers the budget.

6.1.4. Purchase decision

Friends were the most determinant of purchase decisions. That was because most of them

had purchase experience. Therefore, they chose to buy based on that. "I will be influenced by

others. And I ask people around me when buying shoes. If my friends say they look good, I will

buy them more quickly and impulsively." "…. influenced by other people. I sometimes see other

people buy them and I really want them.” Notably, a consumer's friends will positively influence

their purchase choice and negatively influence them. A respondent explained that “friends will

dissuade or some platforms will recommend buying other shoe types. I think I am easily

influenced by others.” Thus, social factors are important when making a purchase decision

regarding sneakers.

A few mentioned being affected by income when making purchase decisions. They said

they are limited by high prices and a lack of budget. "Sometimes, I think about whether I have

the same type of shoes, if there are too many, I will consider not buying them. I will also be

shaken because the price is too expensive, but I bought it anyway." The price will limit this type

of consumer; the fundamental reason is their budget which would not be enough to buy. Some

people buy shoes because they estimate a future increase in price. "I'm influenced by others. I

usually discuss with my friends whether the price of this product is going to rise. I will only

consider buying if the price increases. ". A few would purchase for reselling purposes, to make a

profit.

Sneaker designs determined their purchasing as the respondents said that when sneakers'

design concepts do not conform to their aesthetics, they will not buy. That is because they

thought of them not being in line with their dressing style. "I haven't thought about changing the

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purchase decision. Because I think it can help me better match my dress style." "When I

encounter unreasonable factors in the purchase decision, I will cancel the purchase. Especially

the design concept does not meet my expectations, and the price increase is too high will affect

my purchase decision.” Thus, sneaker designs play a major role in their being purchased.

6.1.5. Post-purchase behavior

The after-sales service is a critical determinant of whether the consumer will opt for the

same brand on the next purchase. Factors such as size and fitting play a huge role for customers

during post-purchase. For example, a respondent stated that "Sometimes I regret it when I get the

real thing, because after all, there are still a lot of uncertainties when buying without the real

experience... ". For this category of consumers, they will opt for returns if they are eligible by the

companies.

If the consumers are satisfied with the shoed, they will start to show off to friends by

taking photos and posting to social media immediately after purchasing. One respondent stated “I

will be very happy, and take a photo to show off the new shoes I bought. At the same time, I will

feel sorry for the money spent, because it is really expensive. If I have the opportunity, I will

immediately put it on and walk outside, so that everyone See the new shoes I bought." Another

pointed out that after purchase “I feel very satisfied to get new shoes,". All kinds of signs indicate

that most consumers desire their peers to feel their happiness and make them envious.

Finally, when asked if consumers would recommend their sneakers to their friends, most

of them affirmed. They wanted to make their friends with the same preferences happy. "If it was

a friend who shared my interests, I would recommend it to him." However, some objected as they

presumed everyone’s aesthetic taste was different, could not force it, and did not like matching

with others. “I don't recommend the products I buy to my friends... Because I think everyone has

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a different aesthetic and I don't want to impose my aesthetic on my friends." Sneakers are social

shoes, and the social image is sensitive to their consumers.

6.2. Analysis

Consumers are affected by all the five major factors in the need recognition stage, but

two of them have been realized to be more significant, that is personal and economic factors.

6. 2. 1 Personal factors

Lifestyle and personality

According to Khuong and Duyen (2016), personal factors refer to features specific to

individuals and have nothing to do with others in a similar group. Sneakers are a personal

preference whose characteristics are different. When exploring motivation to buy sneakers, most

consumers have individual factors influencing them. The intention of consumers to purchase

sneakers has long changed from the pursuit of comfort and sports protection to matching them

with clothes. Consumers also consider their trendy attributes. Consumers have changed from

considering essential functions to paying more attention to appearance, fashion, and lifestyle.

Personality features also affect them. Consumers of sneakers are very impulsive regarding their

purchase decision. Despite considering the budget, they still tend to buy expensive sneakers,

"...Price is also part of the (motivation). Wearing expensive shoes makes me feel happier."

Although the consumers strive to keep within their budgets, they still overspend. That has led

them not to consider whether they need the many sneakers, but the thought of more sneakers is

better. Getting the approval of friends or sneaker enthusiasts has become a significant reason for

consumers to buy sneakers, primarily those beyond their budget. Consumers of sneakers are

more concerned about how they wear and look regarding their peers and models.

48

In consumer choice evaluation, personal preference is the primary condition that triggers

them to purchase. Consumers' lifestyle makes them consider whether the purchase decision is

reasonable. Consumers love products not only for their excellent design but also because of

aesthetic standards. Buyers think about whether sneakers represent their social status and

collectible value. Consumers are willing to compromise on price when a product meets their

expectations and appeals to their interests. Many respondents believe that personal liking for a

product determines purchase decisions. For example, consumers will make impulse purchases to

satisfy individual preferences and social status. When rational consumers choose products they

like, they have a budget.

The sales team needs to know consumer preferences regarding comfort, design, and

quality. For example, marketers use AI software models in the background to watch consumers

browse for information such as color and style (Bae & Kim, 2010). Then, gradually, the software

pushes products that meet consumer expectations. That helps consumers quickly filter out

products they do not like and only test products they are interested in. therefore, consumers’

desire to buy products is strong and more accessible for them to make purchase decisions.

In addition, consumers consider whether such a purchase mode affects their lifestyle.

Some consumers consider the budget price and accept the product premium. Another group of

consumers think about their budget and make rational purchasing decisions. They are not willing

to pay expensive premiums. The marketing team can meet their purchase expectations through

reasonable promotional activities. When consumers share their favorite products with friends on

shopping apps, sellers can use software to send coupons to help them make purchase decisions.

That promotes the brand's products and attracts potential consumers.

49

Income highly affects the purchasing capability of consumers. For example, when the

price of sneakers is high, some consumers will give up buying them as they cannot afford them.

From the study's results, most people are provided with pocket money by their parents and use it

to purchase sneakers. Therefore, the sneaker that they buy is determined by the amount of pocket

money. In addition, consumers' personalities affect their purchase behavior (Ramya & Ali, 2016).

Some consumers believe that the value of goods lies in the high quality of the products, so they

pursue sneakers of high value and limit, "... But if I like it, I'll get it at any price." Although the

price may be out of reach, some consumers believe sneakers are worth it. They do not want

anything fancy but consider affordable price and comfort when buying them.

6.2.2 Economic factors

Income expectations (Personal and family)

Consumers consider budget and affordability. The spending on sneakers is increasing

yearly. Thus the budget allocation is constantly growing. When the source of income is personal,

many people say that their spending on sneakers has reached a limit or exceeded the budget is

higher than those who do not have an income source and depend on their families. For instance,

a consumer mentioned, "At present, I feel that these expenses are a bit unbearable... These

consumptions account for 70% of my income." According to Scheer (2010), consumers do not

follow the pattern of the high-income group having low expenditure, while low income has low

spending but has different budget allocations in other product categories. Hence, sneaker

enthusiasts' spend on sneakers is not affected by their income level, but when the disposable

money increases, the cost increases. The Chinese sneaker market has provided opportunities for

many people to earn profits by reselling them, even though that is not their primary source of

income. Interviewee 10 stated, "I buy sneakers almost every month. I feel that I've already have

50

enough shoes, but I still need new sneakers that can be resold." Thus, income expectation affects

sneaker consumption and is specific to the individual's preference. Therefore it presents a

complex relation.

Price is the most considered factor by people depending on their income. Consideration is

whether the degree of personal and family income meets the consumer's purchase desire. A large

proportion of consumers are willing to pay a premium. The premium rate determines their

potential purchasing power. Individuals and families with high incomes will accept high-

premium products (Rangaiah, 2021). Thus, the marketing team should focus on their after-sales

service by offering the best after-sales protection to maintain consumers' brand recognition.

Marketers can preferentially inform customers when offering a higher-priced product. Their

approval of the brand will increase sales.

6.2.3 Psychological factors

Motivation

Consumers' shopping behavior comes from their needs and is influenced by external

information. In the process of information search, the motivation for consumers to make

decisions is the demand for products (Panwar et al. 2019). Their perception will guide them to

choose their favorite products by searching available information. Advertisements, promotions,

and celebrity endorsements are effective methods to attract consumers. Most consumers are

attracted by external publicity. Therefore, excellent advertising and marketing strategies will

attract more consumers' attention.

In addition, the push of various marketing public accounts and the recommendation of

network bloggers play a critical role in gaining consumers' attention. Based on the rapid spread

of the Internet, the way consumers receive information is not limited. From the pattern of

51

consumers' preference for external information search, they are willing to spend more time

shopping on the Internet. Establishing a convenient, fast network marketing model is the

fundamental marketing way brands need to take advantage of. As consumers attach more

importance to brands, marketing teams should develop innovative designs and rich ideas for

promotions. Young consumers pay more attention to trends, product design, and concepts when

searching for information. Therefore celebrity involvement is valuable.

Perception

Consumers make purchase decisions based on product experience. Buyers pay attention

to sneakers' comfort, quality, and color difference. They consult with salespeople to find out

more. They make a purchase decision when the product expectations are met (Ramya & Ali,

2016). Therefore, excellent performance of the product is the key that enterprises need to ensure

to meet. In addition, the services and product introductions provided by physical stores are

considered. For consumers who like to buy offline, the breakthrough to purchase is paying

attention to the sales staff's familiarity with the product and service quality improvement.

Consumers judge if sneakers meet their expectations according to the information they

collect. If it does not meet their expectations, they change their purchase decision (Ramya & Ali,

2016). From the finding, a category of consumers will give up when they find that the sneaker's

design is far from their expectations, "... The design concept didn't meet my expectations..."

Based on such statements, the researchers concluded that consumers would decide to change

their purchases when information mismatches.

52

Beliefs, and attitude

When consumers' demands are satisfied, they are no returns but make more future

purchases. However, when the requirements go unmet, consumers do not return goods but think

deeply about their next purchase (Ramya & Ali, 2016). Consumers will change their purchase

decisions when the sneakers do not match their collected information. They will choose to return.

When they decide whether to return them based on their needs not being met, keywords such as

uncomfortable, found the size is not right, very satisfied, a strong sense of satisfaction, happy to

pay, excited to receive the goods, and enjoy the shoes were identified. The keywords can ensure

that sneakers meet consumer needs, and marketers may use them in the product description. One

of the respondents said, "I think it is very useful for my life and improves the quality of my life. I

wear it every day." When consumers think that sneakers will improve their lives, that belief

consciously and subconsciously encourages them to make more sneaker purchases.

6.2.4 Social factors

Reference

The study's findings suggest that friends influence a large proportion of consumers'

purchase decisions. According to Degun (2017), family and friends have a higher influence on

the purchase decisions of individuals than celebrities. An interviewee stated that friends' opinions

would immediately change consumers' hesitation "... When buying shoes, I will ask people

around me. If my friends say they look good, I will buy them more quickly and impulsively."

Therefore, suggestions from friends, family, and acquaintances greatly influence consumers'

purchasing decisions.

53

6.2.5 Cultural factors

Culture and sub-culture

When the respondents were asked if consumers would recommend their sneaker

purchases to other friends, many affirmed. There are many subcultures within a cultural group,

including the sneaker subculture. In the sneaker culture, values and beliefs of consumers are

identical, and they get recommended on their purchases by friends (Salvano, 2019). For instance,

they will not recommend sneakers to people who do not know about them. As one of the

respondents put in, "I don't usually recommend my shoes to anyone else because everyone has

different tastes......" Therefore, in the group, consumers will exchange experiences with each

other and influence their purchase decisions.

7. Conclusion

By studying the five-stage decision-making process of consumers and the factors that

affect consumers, consumers' purchasing behavior toward sneakers was understood, and new

information was retrieved. The five-stage consumer decision process is an effective method for

analyzing consumer purchasing behavior. Moreover, it has helped researchers investigate factors

influencing consumers' purchasing decisions. Marketers can predict consumers' purchasing

decisions by utilizing the findings. Thus, the shopping needs of consumers have been identified,

and the marketing market expanded.

Personal and economic factors have the most significant influence on consumers in need

recognition. The post-90s consumers consider their demands for products based on their

personalities. The price budget is less important when they buy high-end sneakers. They care

more about their clothes and appearance. These consumers are prone to impulse buying.

Economically, consumers spend more when they have more money to spend.

54

In the information search, the critical aspect that influenced the purchase decision was

psychological factors. Consumers often get to know the products they want from various

advertising campaigns and celebrity endorsements. They are motivated to make other purchase

decisions based on their favorite designs. They value their experience of the product. A good

product experience helps them identify the brand and make quick decisions.

In evaluating alternatives, personal and economic factors are the critical evaluation

conditions. Personal preference triggers consumers to make decisions. By classifying consumers'

preferences, marketers can better predict consumers' purchasing decisions. In addition,

consumers buy impulses to fit in their social status hence unavoidable by many. The budget-

conscious type considers the price. Good after-sale services are the key to keeping high-income

people loyal to a brand.

Recommendation from friends plays a huge role in the purchasing decision. Marketers

must pay attention to the matching of product information. If there is a mismatch, consumers are

likely to change their purchase decision. Some consumers believe that sneakers will bring an

excellent experience to their life in post-purchase behavior. Consumers exchange their buying

experiences with each other in their cultural groups. They learn to make better purchasing

decisions that match their expectations from one another.

Psychological and personal factors influence consumers' purchasing decisions in the

sneaker market. Then consumers will consider the economics. Social and cultural factors are

used as auxiliaries. Consumers make purchase decisions primarily based on their liking for

products. Marketers should reasonably position the product range that consumers like and

recommend products that consumers are interested in based on different brand types. In

consideration of consumers' economic factors, promotional activities and product discounts

55

better reduce price budgets. Establishing a good product experience and after-sales service in the

marketing process affects brand reputation.

7.1. Practical Implications and Theoretical Contributions

According to the research, the five-stage consumer decision-making process has mainly

been used to help marketers understand various consumer steps in making purchase decisions.

The main factors found were psychological, personal, and economical. Therefore, marketers can

design better marketing programs through these factors and develop products that meet the needs

of their consumers. Consumers may benefit as the study provides them with information on

making better purchasing decisions.

7.2. Limitations

Due to the ability range scope of Authors and the Covid-19, researchers did not go to

sneaker shops and other places where sneaker enthusiasts gather to select interviewees. The

samples selected were limited to the Chinese sneaker enthusiasts and sneakers everyday wearers

around the researchers. Although the researchers tried their best to restrict age and gender among

other aspects, group bias may have existed. Due to Covid-19, conducting face-to-face interviews

was not possible. Digital methods were the only alternative to conducting interviews through

zoom. That resulted in problems encountered during the interview, such as; some of the

interviewees did not express themselves clearly and did not understand the meaning of some

questions. It would be very troublesome to explain orally online. In the process of transcription,

it takes much time to make improvements.

7.3. Future Research

Since the research is based on a small number of samples, future studies should broaden

the selection, such as selecting samples from the places where sneaker enthusiasts gather for

56

interviews or using a mixture of qualitative and quantitative methods. With the rapid

development of the world and the gradual improvement of the living standards of young people,

the sneaker market, the luxury goods market, and the fashion brand clothing are market segments

worth exploring. At the same time, future researchers can shift the scope from China to globally.

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Appendices

Appendix 1: Coding Process

Factors sub-factors Codes

Motivation

Tried to buy sneakers at retail price but failedSpiritual needsCushioning characteristics of sneakersSatisfying desire

Perceptionused to be comfortable, now the brandcelebrity effect

Belifs and attitude Make me confident

Social factors Reference Recommended by friend and classmates

Cultural factors Sub-culture

Collection of sneakerslimited editionCommunicate with people who have commoninterests*2

Personal incomeThe cost of sneakers is within the acceptable rangereached the acceptable range or exceeded *2

Family income

More money is spent on sneakers than beforeThe shoes are paid for by parents*2Within the tolerance range *4Has reached the acceptable range or exceeded *2

Income expectations

used to love sneakers, but now only considerreselling them to make money.There is room for appreciationSell it if it loses its freshnessThis pair of shoes has a high market price for resalevalue

Life style

Convenient and comfortableMatching clothes*4Now sneakers have fashion attributesTrendy Supplies

Personality

have not considered whether it is necessary or not,the more the better. *4Pay attention to sneaker styleFocus on designSneakers are a symbolIf I like it, you will be over budget *4Overspending for others' approval (vanity) *4I like rare and valuable sneakers

Internal or Psychological factors

Personal factors

Economic factors

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Factors sub-factors Codes

MotivationCater to consumer needs.Meet your shopping needs. x4

Perception

Past experiences.Celebrity endorsements. The design is novel.Trendsetter.Consult the group of people who have purchased.Combine your own ideas.Expectations don't match reality.Understand basic information. Buy directly.Reference price. The influence of advertising.Attract consumers.Reference value of goods.

Learning

A lot of information gathering. x6Online comments change your mind.Physical store consulting clerk. Comfort of sneakers.Product understanding. Product features.Push from social marketing accounts.Product recommendations. Wear video.

Social factors ReferenceRecommendations from friends and onlinecomments.Consult store sales.

Personal income

The budgeted range of prices.Overdraft in advance.Especially satisfied with the product. Over budget.Consider buying at a markup.More than the original price is acceptable.

Income expectations Resale price. Buy at a markup.

Income

Ignore the budget.Budget constraints.Compare prices.Consider your budget. Capital expenditure living.

Life style Physical store fitting and shopping.

Personality

Good looking. Comfortable. Interested in it.The appearance, comfort and price are satisfactory.Buy directly.I like it very much.

Personal factors

Internal or Psychological factors

Economic factors

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Factors sub-factors Codes

Motivation

Prioritize alternatives.Choose similar alternatives.Meet the need.The impulse of vanity. To show off.Shopping produces pleasure.

Perception

Limited brand.Pay attention to personal feelings.Look, brand, influence.Celebrity endorsements, impulse spending.

Learning Access to information.

Belifs and attitude Consider whether the advice applies.

Reference

Need advice from others.Consider the opinions of others.Accept other people's opinions.Professional advice is convincing.

Role and status Brand effect.

Cultural factors Sub-culture Herd mentality.

Personal incomePremium buying is supported.Premium purchase is accepted.Accept a premium.

Family income Willing to buy at a premium. x2Consider the budget first.The markup is acceptable.

IncomeAccept a premium.Eliminate sneakers you can't afford.Consider your budget.

Life style

Accept a premium.Eliminate sneakers you can't afford.Consider your budget.Make your own decisions.

Personality

Good looking. X4 quality. The x3 prices. Collocation.Gratify vanity.Comfort levels.Self love. X9 design concept.Style. Prefer expensive sneakers.Gather information by color. (Personal preference)Aesthetic.I like it very much. It triggers impulse buying.As expected.Fit your shoe type. (Personal favorite)Market value. Collection significance.

Internal or Psychological factors

Economic factors

Personal factors

Social factors

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Appendix 2: Interview Questions

Part A: General questions about sneaker

General information

Age:

Gender:

1. How often do you wear or buy sneakers?

2. How much do you spend on sports shoes every year? Has it changed since before? Why is that?

3. What factors did you base your decision to buy sneakers on? What's the main reason for

choosing sneakers over other footwear? (From personal preferences, or society, trends, brands,

products themselves, celebrity effect, etc.)

Factors sub-factors Codes

Internal or Psychological factors Perception Different brand choices, no thought of changing the purchase decision

Social factors Reference Influenced by friends *5, friends will drive purchase *2, take professional advice

Personal income too expensive

Income expectations Price increase will buy

Income The price reason, Overruns will be considered

Personality Regardless of the price, generally not affected, want to try other types, will not give up

Economic factors

Personal factors

Factors sub-factors Codes

MotivationUncomfortable, find the size is not right, very satisfied, very satisfied, happy to pay, excited to receive the goods, enjoy the shoes

PerceptionLighting influence, I don't like it, it's too far from what I imagined,Hot selling mode to attract consumers, do not meet expectations, false publicity will be returned

Belifs and attitude Useful for life, improve the quality of life

Culture I don't want anyone wearing the same

Sub-cultureRecommend friends to buy, expensive not recommended,recommended to the same preferences of friends, everyone tastes different

Economic factors Income expectations Fees for resale losses

Income Overspending leads to regret

Life style Keep what fits the design concept

Personality Happy, want to show off, take pictures and upload

Internal or Psychological factors

Cultural factors

Personal factors

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4. Which brands do you like and why? Which brands do you object to, and why? (It can refer to

brand positions, as in the recent Xinjiang Cotton case.)

5. As a Chinese consumer, what changes do you expect in sneaker brands in the future?

6. Are you going to buy limited edition sneakers? Why is that?

7. Do you think the limited edition had a positive or negative impact on you? Why is that?

8. What impact does the limited edition shoe have on the sneaker culture, the market, and

consumer buying decisions? Why is that?

9. Do you like the second-hand shoe trade in China?

10. What do you think of the secondary market for sneakers in China? (Premium, peddling, star

power, national shoe peddling, true/false issues, consumer protection, hype, etc.)

Part B: Consumer decision-making process when purchasing sneakers.

Need recognition:

1. Why do you need sneakers? What impact or benefit can sneakers bring to you?

2. Why did you buy sneakers in the first place? Is the incentive to buy changed now?

3. How many sneakers do you buy a year? Ever wonder if you really need all those sneakers?

4.How much does it cost you to buy sneakers?

5. Is it within your budget? (Salary, income, pocket money) How much of your income is spent

(optional)?

6. If it's beyond your reach, what prompted you to buy it? (optional)

Information search:

Option 1: Collect the information and purchase the product

1. How do you gather information when buying sneakers? Do you search for information

internally or externally? (Individual and collective resources) Why?

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2. What kind of search pattern do you prefer? Why is that?

3. What problems did you encounter in searching for further information? Did these questions

influence your final purchase decision?

4. Do you consider your budget when searching for the products you need? Will you control

your purchasing budget?

5. Do you collect a lot of information before making a purchase decision? Or do you choose to

buy after you know some basic product information?

Evaluation of Alternatives:

1. What do you evaluate when buying sneakers? Why is that?

2. How do you narrow down your options when shopping for sneakers? Do you think it will

work?

3. When buying sneakers, do you take advice from others when they object to your favorite

sneakers? Or do you stick to your own opinion and buy the product?

4. When buying sneakers, if you can't find what you want for a long time, will you consider other

plans? Or are you willing to pay a premium to get the product you want?

5. Do you think about your budget when buying sneakers? If not, what triggers your purchase

decision?

Purchase decision:

1. Where did you buy your sneakers from?

2. During the process of making a purchase decision, did you ever want to change your mind?

Why change/not change?

3. Are you influenced by other people when you make a purchase decision?

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Post-Purchase Behaviour:

1. Do you regret the purchase after you've made it? Have you ever returned anything?

2. How do you feel after buying your favorite sneakers?

3. Do you recommend the products you buy to others?