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Title and Abstract (5%) Title to include: A concise indication of the research question/problem. Abstract to include: A concise summary of the empirical study undertaken.

Introduction and literature review (25%) To include: outline of context (theoretical/conceptual/applied) for the question; analysis of findings of previous related research including gaps in the literature and relevant contributions; logical flow to, and clear presentation of the research problem/ question; an indication of any research expectations, (i.e., hypotheses if applicable).

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To include: details of the research design and justification for the methods applied; participant details; comprehensive replicable protocol.

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Discussion and Conclusions (30%) 1 To include: collation of information and ideas and evaluation of those ideas relative to the extant literature/concept/theory and research question/problem; adoption of a personal position on the study by linking and combining different elements of the data reported; discussion of the real-life impact of your research findings for coaches and/or practitioners (i.e. practical implications); discussion of the limitations and a critical reflection of the approach/process adopted; and indication of potential improvements and future developments building on the study; and a conclusion which summarises the relationship between the research question and the major findings.

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Rebecca Leader 20024167

SM

What factors influence females when purchasing athletic footwear?

Steven Osborne

Cardiff School of Sport

DISSERTATION ASSESSMENT PROFORMA: Empirical 1

CARDIFF METROPOLITAN UNIVERSITY

Prifysgol Fetropolitan Caerdydd

CARDIFF SCHOOL OF SPORT

DEGREE OF BACHELOR OF SCIENCE (HONOURS)

SPORT MANAGEMENT

2014-5

WHAT FACTORS INFLUENCE FEMALES WHEN PURCHASING ATHLETIC TRAINERS?

(Dissertation submitted under the Sport Marketing area)

REBECCA LEADER

ST20024167

NAME: REBECCA LEADER

STUDENT NUMBER: ST20024167

CARDIFF SCHOOL OF SPORT

CARDIFF METREPOLITAN UNIVERSITY

What factors influence females when purchasing athletic footwear?

Cardiff Metropolitan University Prifysgol Fetropolitan Caerdydd

Certificate of student

By submitting this document, I certify that the whole of this work is the result of my individual effort, that all quotations from books and journals have been acknowledged, and that the word count given below is a true and accurate record of the words contained (omitting contents pages, acknowledgements, indices, tables, figures, plates, reference list and appendices). I further certify that the work was either deemed to not need ethical approval or was entirely within the ethical approval granted under the code entered below. Ethical approval code: 14/5/191U_____________ (enter code or 'exempt') Word count: 10542 Name: Rebecca Leader Date: 19th March 2015

Certificate of Dissertation Supervisor responsible I am satisfied that this work is the result of the student’s own effort and was either deemed to not need ethical approval (as indicated by 'exempt' above) or was entirely within the ethical approval granted under the code entered above. I have received dissertation verification information from this student Name: Date: Notes: The University owns the right to reprint all or part of this document.

Contents:

Chapter Title Page

List of Tables

Acknowledgments i

Abstract ii

Chapter 1 Introduction

1.1 Rationale of the study 1

1.2 Aims and objectives 1

1.3 Research plan and structure 2

Chapter 2 Literature Review

2.1 Introduction 3

2.2 Consumer Behaviour 3

2.3 Purchasing decisions 5

2.4 Purchasing decisions in women 8

2.5 Purchasing decisions in sport 9

2.6 Footwear decision making 9

2.7 Research Methodologies, Limitations and Unanswered Questions 10

2.8 Expectations of the Research Study: Aims, Objectives and Hypothesis 11

Chapter 3 Methodology

3.1 Introduction 12

3.2 The Research Design 12

3.3 Instruments 13

3.4 Pilot study 13

3.5 Sample 14

Page

3.6 Procedure 15

3.7 Data analysis 15

3.8 Validity and Reliability 15

3.9 Ethical Considerations 16

Chapter 4 Results

4.1 Introduction 17

4.2. Participants general information 17

4.3 Purchasing habits 17

4.4 Fashion influence 19

4.5 Customer service 20

4.6 Comfort 21

4.7 External purchasing influences 23

4.8 Quality 24

4.9 Brand 25

4.10 Impulsive buy 26

4.11 Price 26

4.12 Top three influencing factors 27

4.13 Bottom three influencing factors 28

Chapter 5 Discussion

5.1 Introduction 29

5.2 Top three factors 29

5.2.1 Brand 29

5.2.2 Colour 30

5.2.3 Comfort 31

Page

5.3 Bottom three factors 31

5.3.1 Impulsive buy 31

5.3.2 Discount 32

5.3.3 Confused by over-choice 32

5.4 Limitations 33

5.5 Theoretical implications 34

5.6 Practical implications 34

5.7 Future recommendations 34

Chapter 6 Conclusion

6.1 Introduction 35

List of references

Appendices Page

Appendix A: Questionnaire A1

Appendix B: Pilot questionnaire B1

Appendix C: Participant consent form C1

Appendix D: Participants information sheet D1

List of Tables

Number Tables title Page

Table 1 Age of the participants 13

List of Figures

Number Figure title Page

Figure 1 Consumer Decision Process Model 6

Figure 2 How many pairs of athletic trainers do you own? 18

Figure 3 When did you last purchase a new pair of athletic trainers? 18

Figure 4 Does recent fashion have an influence on your purchase? 19

Figure 5 If yes, what style? 20

Figure 6 Does good customer service in a store change your view 20

on whether you are going to purchase?

Figure 7 If yes, what factors? 21

Figure 8 If the pair of athletic trainers you wanted were 22

uncomfortable. Would you still purchase them or

seek to buy another pair?

Figure 9 Top three most important factors when purchasing 22

Figure 10 Does the opinion of your friends and family influence you 23

when purchasing a certain style of trainer?

Figure 11 If yes, who? 23

Figure 12 When it comes to purchasing athletic trainers, I ensure they 24

are of the highest quality?

Figure 13 I will purchase a pair of athletic trainers because they are 25

made by a well-known brand.

Figure 14 If true, which brands? 25

Figure 15 I take my time when deciding which athletic trainers 26

to purchase?

Figure 16 I have a budget when it comes to purchasing athletic 27

trainers?

Figure 17 The top 3 most important factors when purchasing 27

athletic trainers.

Figure 18 The bottom three most influential factors when purchasing 28

athletic trainers.

i

ACKNOWLEDGEMENTS

On the completion of my dissertation, I would like to thank my dissertation supervisor

Steven Osborne for his support in helping me write this study. Without Steve, I would not

be able to achieve the standard of work I hope for.

I would also like to thank the participants who answered my questionnaires, which helped

me to complete this study.

Finally, I would like to thank the students of Cardiff Metropolitan for providing a helpful

learning environment.

ABSTRACT

The main purpose of this study is to explore the purchasing decisions that women make

when acquiring athletic trainers. The dissertation studies the most influential factors and

the least influential factors which women consider when purchasing athletic trainers.

Questionnaires were distributed to 100 female participants (n=100) between the ages 18

to 22, which included closed questions. The questionnaire was structured in three

sections; one section with three questions about the participants general purchasing

habits, second section with eight questions included the participant’s opinion on general

purchasing factors. Following this, the participants were asked to rate their top three

influences, and their bottom three influences. The questions included; brand, price,

customer service, external influences and comfort and the results will then be statistically

analysed. The sample population was chosen through convenience and purposive

sampling within a university environment. The study revealed that the main three factors

which influenced the female participants when purchasing athletic trainers were, colour

(n=78), comfort (n=84) and brand influence (n=77). Also found were three factors which

were not influential; discount (n=61), confused by over-choice (n=69) and impulsive buy

(n=80). Completing this study adds to the current purchasing decision literature.

Following the proposed method a limitation of the study has been found. A comparison of

gender could be carried out to investigate the different types of gender purchasing habits.

This would contribute to a deeper understanding of genders and progresses the study

further. By completing this, it offers retailers and athletic footwear designers with advice

about what consumers desire.

Key words: (4/5 key words throughout your study)

Purchasing – The process of acquiring products and services to satisfy a need or desire.

Decision making – The process of making a choice.

Athletic trainers/footwear – A pair of trainers, which can be worn during general fitness. For example, the gym.

1

CHAPTER ONE

INTRODUCTION

2

1.1. Rational of study Sport apparel such as clothing and footwear is one of the most active sectors of the sports

market, with a potential growth to £3.75 million in 2014 (Walmsley, 2014). This reveals that

sport products is worth investigating due to the ever-increasing sector with both clothing

and footwear (Sport England, 2007). Sport footwear is slowly becoming a universal part of

a modern day wardrobe, gradually being worn more than suits and skirts (Salazar, 2008).

The choice of sports footwear for any sporting participants has expanded, resulting in a

valid study about this sector (Beech and Chadwich, 2013).

Consumer behaviour is defined as the process where customers purchase products, and

the reason why they purchase (Solomon, Bamossy, Askgaard and Hogg, 2013). Many

companies need to learn what their consumers want to ensure they continue to purchase

trainers. When a new trainer is released by a store, the aim of the company is to ensure it

creates a passion for the consumer to purchase (Gill, 2011). By completing this thrill for

the consumer there is a chance the consumer will spend large amounts of money (Gill,

2011). A company who have done this successfully is Nike; who now dominate the

footwear market worldwide (Salazar, 2008). With an increase in female purchasing, this

has a clear influence on an increased spend to all companies who supply sports clothing;

including Nike and other competitors (Walmsley, 2014).

Consumer purchasing decision is the process based on internal and external influences

which effect a purchase (Schiffman, Kanuk and Hansen, 2012). The behavioural process

for this is known as the purchase behaviour. This involved a trial purchase, where the

consumers evaluate a product through use. Followed by a repeat purchase, when the

consumer approves of the product and seeks another product (Schiffman et al., 2012).

These two factors all contribute to the purchasing decisions of athletic trainers, which is

primarily what the study explores.

2.2. Aims and Objectives Following a brief of background information, a research study has been proposed. The

overall aim of the study is to explore ‘What factors effect female students when purchasing

athletic trainers?’

3

To increase the strength of this study, some objectives have been set in aim to achieve the

research question proposed.

To identify the three main factors effecting the purchasing decision of consumers

when selecting athletic trainers.

To identify the three factors which do not effect the purchasing decision of

consumers when selecting athletic trainers

Understand the literature and theories based around consumers purchasing

behaviour and purchasing.

1.3. Research plan and structure

The study was conducted to add to the previous literature linked to purchasing athletic

trainers and what customers desire from athletic trainers.

Chapter two of this study will investigate previous literature related to the subject

proposed, which will be used in a later section of the dissertation to aid the discussion of

results. The literature review will focus on journals, books and websites to gain knowledge

to complete this study fully. Studies similar to this study were examined to help to establish

key areas for exploration.

An outline of how the study was carried out is presented in chapter three. This

demonstrates what method was used throughout the study, the type of research chosen

and its suitability. The sample size and use of questionnaires are furthermore explored.

Chapter four and five formulates the results and discussion section of the study, where the

results are displayed and comparisons between results and literature have been

conducted. Included in this section is the limitations, implications and the future

recommendations to improve the footwear industry.

CHAPTER TWO

LITERATURE REVIEW

3

2.1 Introduction

Consumer behaviour reflects the process of the consumer’s decisions including the

purchase decision, intake of the product or service and reasons why the specific decision

was made (Hoyer and MacInnis, 2007).

The aim of this section is to underpin any previous literature, which can be evaluated to

give an understanding of the proposed research study. Firstly, an understanding of

different consumer behaviours will be explored, ultimately researching the reasons why

people purchase trainers and under what circumstances. Consumer Behaviour is a

process which individuals take when purchasing, using or disposing of products (Solomon,

Russell-Bennett and Previle, 2013). There will be an understanding of purchasing

decisions within consumer behaviour and how this has an effect on women. Purchasing

decisions are the exact moment when the purchase is being made and the decisions of

the specific product type they want (Solomon, et al., 2013). The following section will

concentrate on purchasing decisions within the footwear sector, ultimately exploring the

factors that are considered when buying footwear. Eight factors were discovered during a

number of previous purchasing decision studies (Zeng 2008; Bae, 2004) giving a broad

understanding about footwear purchases. Even though there is not a large number of

literature around the research question, these sections will give a better understanding

about what the proposed question entails.

2.2 Consumer Behaviour

Consumer behaviour is a broad area of purchasing products and services with many

identified theories over the last 50 years (Tanksale, Neelam and Venkatachalam, 2014;

Ducatte, 2009; Summers, Lorterapong and Morgan, 2006). It is described as the factors

which influence the process of purchasing, using and searching for a product they expect

to satisfy their needs (Hansen, Schiffman and Kanuk, 2013). Patch (2006) states that it

can also be defined by; what consumers buy, why they buy it and how they buy it.

Many researchers define consumer behaviour as simply; the process to purchasing a

product or service (Hoyer and MacInnis, 2007). East, Wright and Vanhuele (2008) stated

that there is a strong link between marketing and consumer behaviour, as they believe that

marketing is a customer of consumer behaviour. For example marketing practices include

4

factors such as; price, aromas in the store, brand recognition and extension of brands

(Hoyer and MacInnis, 2007). There are four different specific models that are used to

define different consumer behaviours.

Olshavsky and Granbois (1979) introduce The Cognitive Model; this model assumes that

customers make decisions on beliefs on their pros and cons before purchasing the product

or service. Although this is a valid reason, critics have stated that the model does not take

into consideration the fact that a decision sometimes is not concluded when a purchase is

made (Olshavsky and Granbois, 1979). Thus potentially creating an unreliable model for

some physiological studies (Oliver, 1980; LaBarbera and Mazursky, 1983).

The reinforcement model (East et al., 2008) takes into consideration the control of the

external environment, for example changing the atmosphere in a shop, or any friends who

are influencing the purchase. However, even though the store has a good atmosphere, a

number of customers do not feel influenced by this type of stimulus (East et al., 2008).

The Habit model (East et al., 2008) is controlled by the work of the store with the

packaging, brand or logo. For example, Danjour and Whebber (2005) stated that when

people purchase a pair of trainers from a well known brand it is because they are a well-

known with a vast amount of people buying trainers from them. Although, even though this

seems like a successful way to purchase trainers, sometimes the assumptions of these

brand are not true and people make wrong purchasing decisions based on this (Jacoby

and Kyner, 1973).

The final model identifies all of these factors; Consumer Styles Inventory (Sproles and

Kendall 1986). Sproles And Kendall (1986) developed a valid instrument towards the

decision-making styles of consumer, this is commonly known as the Consumer Styles

Inventory. Questionnaires about all aspects of consumer behaviour were distributed to 482

students, and a factor analysis technique was carried out. Sproles and Kendall (1986)

outlined eight consumer decision-making traits: Perfectionism is defined as the awareness

and desire for high quality products. Price/value conscious is the awareness of the best

value for money products. Brand consciousness is defined as the need or desire of to

purchase well known brands. Novelty fashion consciousness is the awareness of new

styles, changing fashions and attract styling. Recreational is defined as the enjoyment of

shopping and quick shopping trips. Impulsive is defined as the act of unplanned

5

purchasing. Confused by over choice is the feeling of confusion from a selection of

products, brands, stores and consumer information, and lastly brand-loyal/habitual is the

consumers favourite brand and always returning to the same store (Sproles and Kendall,

1986). However, this study looks at a both genders, restricting the potential comparison

between male and female views and the depth of the study for both genders (Tanksale et

al., 2014).

Many other researchers have used this studies inventory theory to help with their own

study (Canabal, 2002; Fan and Xiao, 1998). These studies had different outcomes

depending on where the study was conducted and the age of the participants. For

example, Canabal (2002) studied South Indian consumers where as Fan and Xiao (1998)

studied Chinese students. Both studies have brand consciousness, High Quality

Conscious and Perfectionist as their top choices, however ‘confused by overchoice’ is

more common in Canabal’s (2002) study in comparison to Fan and Xiao (1998).

As time progressed a development of this study has been carried out. Zeng (2008)

developed Sproles and Kendall’s (1986) study by adapting the questionnaire to make it

suitable to find information about online marketing. The purpose of the research was to

gain an understanding of the decision-making style and the relationships between

decision-making characteristics and online apparel shopping in China. An online survey

based upon the Consumer Style Inventory was administrated to college students from five

different cities in China. 261 questionnaires were collected and analysed using a T-Test.

The survey stated that seven out of the eight consumer style inventory were identified, the

one not stated was novelty fashion consciousness (Zeng, 2008). The disadvantage of this

study is the vast amount of random participants that Zeng (2008) chose, potentially leading

to the results being unreliable due to the lack of knowledge of the participants.

2.3 Purchasing Decision

To understand the reasons why people purchase their trainers, the retailers should be

aware of the purchasing decision (Sproles and Kendall, 1986) of their consumers and what

factors influence them when investing in new products (Heinritz, 1947). Retailers need to

be aware of the different types of consumers to make the correct choices within the

business to sell the products (Solomon et al., 2013). The difference between purchasing

decisions and consumer behaviour is the specific detail into looking at the factors of the

6

product or service, rather than the external factors (East et al., 2008). Decision-making is

the ability to make the decision alone, and to not be influenced by others (East et al.,

2008).

Blackwell, Miniard and Engel (2006) developed a Consumer Decision process model that

describes the purchasing process in eight simple steps. The model is shown in figure 1.

Figure 1: Consumer Decision Process Model (Blackwell, Miniard and Engel, 2006).

Eight factors in this model describe how purchasing decisions are made (Blackwell et al.,

2006). To begin, needs and desires are identified and recognized. Blackwell et al (2006)

describes this process in eight simple stages. The search for the correct information about

the product or service whether it is internal or external is the carried out. For example, an

internal feeling relates to remembering facts or experiences with the product or service,

where as external feelings relate to newspaper articles about the specific product or

service. The pre-purchase of evaluation alternatives that requires an analysis of products

to decide which would be best for the customers need (Blackwell et al., 2006). Following

Post-consumption

evaluation

Final choice is made

and product is

purchased

Pre-purchase evaluation

of alternatives

Consumption of the

product

Need is recognized

Information is sought:

search of external

sources

Antecedents of need:

drives, desires,

situational factors

Divestment

7

this, the product is bought and an evaluation is carried out to ensure it is fulfilling their

needs. When purchased, a post-consumption evaluation is undertaken to summarise

whether the project was worth the money or if there were any problems with the product.

Finally to finish off the process, the residue of the product or service is destroyed. Even

though this study has many researchers to support this, it does not consider the motivation

that an individual has to go out and purchase the product or service they desire (Blythe,

2007).

Many researchers (Ducatte, 2006; Thagunna and Khanal, 2013) have completed their own

study about purchasing decisions. Mafini and Dhurup (2014) conducted a study to develop

a typology of South African Generation Y consumers and their purchasing decisions. A

self-administrated survey was conducted with basic questions about the participant as well

as questions about the purchasing decisions. Mafini and Dhurup’s (2014) results

suggested that quality conscious, brand conscious, novelty seekers, hedonistic, confused

my over-choice factors were the main key factors that affect this age group when

purchasing. A disadvantage of this study is the place the questionnaire was distributed; as

it was completed after the participants had been shopping it could lead to unreliable

results, unlike Tanksale et al (2014) who distributed their questionnaires during a lesson

with plenty of participation time.

Following the previous study, Tanksale et al (2014) identified the decision making styles of

young Indian consumers in the age range 18 to 21 years, and to see if these styles are

similar to those found in previous studies. 254 undergraduate students were given a

questionnaire during their lesson to answer and return. The results showed a variety of

results compared to Mafini & Dhurup (2014). The main points that were found are; quality

conscious, novelty fashion conscious, brand conscious, habitual, brand loyalty and

confused by over-choice were the post common. These factors are similar to Mafini and

Dhuru (2014) meaning the validity of both of these studies are high. However, they have

only specified one country, leaving a gap in the market for a study to be completed in the

United Kingdom (Tanksale, et al., 2014).

8

2.4 Purchasing Decisions in Women

Many researchers (Tanksale et al., 2014; Mafini and Dhurup, 2014; Zeng, 2008) do not

specify the gender they are using, making it harder for any fair analysis to be taken out.

Women have recently been purchasing products and services in many industries that they

usually wouldn’t 50 years ago (Barletta, 2003). An example of this is household goods

purchases as they are mostly completed by the women (Blythe, 2007). Women are guided

by communal goals (Hoyer and MacInnis, 2007) of forming relationships and nurturing

comfortable relations with others. For example, to be emotional, home orientated and

relatively submissive (Hoyer and MacInnis, 2007).

Thagunna and Khanal (2013) conducted a study identifying the various dimensions of

buying behaviours of Nepalese women whilst making purchasing decision. 100 women of

a different background and age were distributed questionnaires in a variety of shops.

These results showed that value identification, customer service & lifestyle are the

influential factors that affect women when purchasing (Thagunna and Khanal 2013). This

study demonstrates depth as all aspects of purchasing is considered, for example; social,

psychological and the environment (Schiffman et al., 2012). However it is a small sample

size influencing the reliability and validity of the results. It is also only been carried out in

Nepal that could display completely different results to any other country (Mafini and

Dhurup, 2014). For example, Canabal (2002) found differences between Chinese students

and South Indian participants when completing similar studies. Others have completed

similar studies about gender stating similar factors (Bakewell and Mitchell, 2003).

Due to the switch in consumer gender, many marketing companies focus on the female

market, more than they do male (Blythe, 2007) however, sexual orientation can be a huge

influence because it is an important factor of consumer behaviour and purchasing

decisions (Blythe, 2007). For example, if a woman is more masculine, they are more likely

to react to a male approach to marketing (Hoyer and MacInnis, 2007). Females are more

likely to pay attention to detail, through a thorough examination of the advert, where as

males are more likely to get an over all feel of the advert and judge the product from that

aspect (Hoyer and MacInnis, 2007). These all are factor that will lead to both genders

purchasing decisions.

9

2.5 Purchasing decisions in sports

The purchasing decisions within the sport sector studies have similar outcomes to the

purchasing decisions within women studies. However some sporting decisions are based

upon events and services as well as products (Funk, 2008). It is found that in sports

products, brands have a high level of influence on the purchasing decisions (Carlson,

Donavan and Cumiskey, 2008).

Bae (2004) has completed a study concentrating on the shopping pattern difference of

physically active Korean and American university consumers for athletic apparel,

supporting Carlson et al (2008) study. 1,720 samples were taken between both Korea and

America who were all enrolled at two specific universities. Questionnaires were distributed

throughout the universities via the lecturers. Bae (2004) in presenting his results have

shown that both universities showed different shopping patterns on recreation, confusion,

impulse, price, brand consciousness and quality. These factors are ideally similar to the

other purchasing decisions however consumers are paying attention to detail as opposed

to purchasing any type of athletic apparel (Thagunna and Khanal, 2013). An advantage of

this study is the choice of convenience sampling, which is the ability to choose a sample

that is there and ready to participate (Fink, 1995). However, this study does not consider

the whole population, only students who are enrolled within a university in either two

countries, leading to a lack of validity and reliability within the larger population (Bae,

2004).

2.6 Footwear purchasing decisions

To understand purchasing decisions successfully, the type of product purchased will need

to be reviewed. Footwear purchase decisions have a variety of different outcomes. Mainly

concentrating on general purchasing or consumer behaviour, two studies have been

identified (Ducatte, 2006; Lyons, Jackson, Newton and Singleton, 2011).

Ducatte (2006) completed a study to determine the primary factors that contribute to the

final purchasing decision in women’s footwear. 200 men and women were distributed

questionnaires whilst shopping in a retail shoe store. The results stated that 81% of

participants said that comfort was the most important, and only 2% said that other people’s

opinion affected their purchasing decision (Ducatte, 2006). Due to the large sample size,

10

this study is reliable to the nature of the question asked; as a result of this clear answers

can be found. However, due to the variety of the footwear studied it could lead to

insignificant knowledge about each different shoe, for example Lyons et al (2011) study

concentrated on students who have a lot of knowledge about specific athletic shoes. This

means the questions asked might not have been specific enough to the type of information

needed, whereas Lyons et al (2011) concentrated on athletic footwear ensuring specific

answers were discovered. Also both males and females answered this questionnaire, not

taking into consideration the differences between male and females purchasing decisions

(Forbes, 2012).

This study has been progressed by Lyons et al (2011). His study was carried out

concentrating on specifically athletic shoes. The purpose of this study was to determine

the factors influencing African-American millennials when purchasing athletic shoes.

Questionnaires were distributed randomly to a mixture of university students during their

lectures. The results showed that the most influential factors effecting both male and

female when purchasing athletic shoes were; comfort, colour, quality and the style of the

shoe. A T-test was then carried out identifying that there were no significant differences

between male and females on each individual factor, concluding that male and females do

not have any significant differences when it comes to purchasing athletics shoes (Lyons et

al., 2011).

2.7 Research Methodologies, Limitations and Unanswered Questions

After a critique of the literature above, opposing methodologies were used. The research

conducted by Sproles and Kendall (1986) discovered and invented the Consumer Styles

Inventory is used or adapted in a variety of previous studies (Zeng, 2008; Mafini and

Dhurup, 2014). These theories use a variety of different samples. A sample is a

compartment of a particular population (Gratton and Jones, 2004). Bae (2004) selected

convenience sampling as the sample of choice, based on the nature of the study. A

limitation of this sampling is exclusion of a number of participants is not available when the

instrument was distributed, leading to unreliable results for the population. In contradiction,

Ducatte (2006) used random sampling to collect data affecting the whole choice of

population from the complete target population (Armour and Macdonald, 2012). An

advantage of using this sample is it provides an equal test for everyone to participate to

gain reliable results.

11

Throughout the literature, fresh and interesting knowledge and information has been

discovered; yet a variety of questions are left unanswered due to the limited studies

carried out under this specific topic area. Tanksale et al (2014) and Mafini and Dhurup

(2014) both explore the purchasing factors for young adults in, this incorporates the correct

age range of the proposed research study, however it does not take into consideration the

area of purchasing footwear or sportswear. Although, Bae (2004) explores the sporting

concepts related to the purchasing decisions of sporting products. However it is not

specific to any type of sporting apparel, meaning the study is looking at a large amount of

products leading to unreliable results for specific products of apparel. Lyons et al (2011)

study concentrates on athletic shoes and valid results were identified from this study,

however the focus of the study was athletes within the African-American community in

America. Having a small population in a country leads to invalid results due to lack of

participants and does not take into consideration the different views of other countries.

2.8 Expectations of the Research Study: Aims, Objectives and Hypothesis

From this literature, it is evident that there is primary research that needs underpinning.

Firstly, the aims of the research study is to identify the three main factors that affect the

purchasing decision when buying trainers for the gym, what three factors don’t affect the

purchasing decision, and lastly underpinning the previous literature and theories. The

research objectives for this study are to identify and learn about the factors of an athletic

shoe, leading to the consumers purchasing decision by taking into consideration the

factors discovered in this literature review. To fully understand the learning outcomes, a

hypothesis needs to be identified. A hypothesis is the predicted result based on previous

knowledge and is testable to support or object the research (Gratton and Jones, 2004).

The hypothesis of this primary study is that the three main factors that affect purchasing

decision will be; brand, colour and comfort, and the three factors that do not effect

purchasing decision will be; discount, confused by over-choice and impulsive buy.

CHAPTER THREE

METHODOLOGY

12 1

3.1 Introduction

Research methodology is the overall principle to guide any research project and identifies

the tools used to gather vital information known as data (Dawson, 2009). Research is used

to revise and establish theories, determine facts and to discover a plan for the future,

based on the collected data (Armour and Macdonald, 2012). The two types of data are

Quantitative and Qualitative; Quantitative research concentrates on any type of research

that can be measured with statistical analysis (Creswell, 2002), whereas qualitative

research is observing people’s opinions, views and beliefs on a specific subject (Armour

and Macdonald, 2012). Quantitative research helps to develop theories and knowledge

through surveys ensuring a holistic approach is taken. Quantitative research is collected in

this study allowing the researcher to gain a specific answer from female students to gain

knowledge about the topic asked. Primary and secondary data are the two ways which

data can be found. Primary data gains information through interviews, questionnaires and

observations, whereas secondary data collects data through documents such as;

magazines, government documents and newspapers (Gratton and Jones, 2004). However

for this study secondary data may not be reliable due to the changing economy, which

could lead to invalid data. Primary data will be used for this study as it gains in-depth and

reliable data which will lead to clear and concise responces.

3.2 The Research Design

The research design is the arrangement of how the hypothesis, questions and objectives

of the research are answered (Moule and Goodman, 2009). The main research question is

“The factors which affect females when purchasing athletic footwear”. Cross sectional

research is used to determine this. Cross-sectional is defined as the ability to collect data

at one point in time (Creswell, 2008).

The data required to complete the research aims are “What are the three main factors”

and the “three less important factors when females purchase trainers”; the participants

purchasing decision; the age of the participant; how often new trainers are purchased. To

achieve these outcomes, deductive research was carried out which is a process which

specifically begins with theory and an understanding of the topic and broadens out to the

confirmation that the theories were correct (Moule and Goodman, 2009) By doing this, the

types of questions asked allow for a specific answer.

13 1

3.3 Instruments

The type of method used is Questionnaires (Appendix A). Questionnaires are used in

descriptive research by obtaining information by asking participants questions instead of

observing their behaviour (Thomas, Nelson and Silverman, 2005). Closed ended

questions were used to provide reliable and accurate data without any misinterpretations,

providing no opportunities for elaborate answers. However, a potential issue is that the

participants may want to explain their opinion of why they have chosen specific answers,

rather than choosing answers with no explanation. Questionnaires are useful for the

researcher as it collects data in large quantities, which ensures the data is accurate, where

as interviews are specific groups and only a small amount of data can be collected.

Questionnaires can allow for either; theory development, pattern behaviour or in depth

responses (Gratton and Jones, 2004). The main advantage of using questionnaires is the

prevention of the researches input in the participants answer, avoiding tampering with the

data. Other advantages such as; they are useful for large amounts of data collection, they

are cost effective if completed online or distributed in small numbers if needed to, and the

participants responses are confidential as the participants do not have to be identified.

However, due to no contact between the researcher and the participant, Moule and

Goodman (2009) suggests there is an increase in the questionnaire response time.

Another limitation for a questionnaire is the method of sampling choice. Due to the

convenience sampling many participants could be excluded when the distribution process

is being carried out which has potential to produce unreliable results.

3.4 Pilot study

A pilot study is used to validate the research to ensure the test is accurate for the chosen

participants and to confirm that suitable results would be discovered (Thomas et al., 2005).

The advantage of completing a pilot study is it tests the amount of time taken to complete

the questionnaire (Gratton and Jones, 2004) and the ability that the pilot study has to

practice the data analysis of the study. Practicing the data analysis section of the study

before it is carried out helps with any potential problems and ensures the correct data is

collected.

14 1

The sample type used for the pilot study were five students from a variety of universities.

This number of sample were used because it is representative of the age group of the

study and helped with any underlying issues with the questions. Both male and female

student completed the pilot study as a pilot sample does not need to represent the

proposed research study, but it should originate from similar target groups (Armour and

Macdonald, 2012). When the pilot study was complete, many amendments were made

and the methodological issues were corrected (Appendix B). Re-wording of questions was

a main aspect that was changed, along with changing the colour of the boxes and

ensuring the questionnaire aim was clear. Once these amendments were made, the

questionnaires were ready to be released to the participants to start the data collection

process.

3.5 Sample

A sample is a subset of a population, which are selected through sampling procedures (De

Vaus, 2007). Convenience sampling was the method of sampling used, involving a sample

of individuals who are ready, available and have the correct knowledge to achieve the

aims and objectives of the study (Fink, 1995). Convenience sampling is used due the

nature of the research question; a wide amount of people who have some knowledge if not

more about the topic allowing for the participant to supply specific responses. Purposive

sampling was also used as the participants were chosen because they have a knowledge

of purchasing athletic footwear.

The sample selected were female undergraduate students who are active within a gym

environment. These participants aged from 18-22 and 100 questionnaires were distributed

allowing for valid data to be collected. The advantage of using convenient sampling is the

ability for the study to be biased is very low due to the convenience and amount of the

participants. It also gains information from participants who have the sufficient knowledge

of the topic area, which ensures the validity and reliability of the study is obtained.

However, this type of sampling could take time for participants to complete and return

under a small time window, which could cause a delay in the data collection process.

15 1

3.6 Procedure

Questionnaires were used in this research and due to the direct contact between the

researcher and the participants these questionnaires were physically handed out

throughout Cardiff Metropolitan University and any female that tailored the specific

participant requirements. The response time was quick and meant the return time for the

questionnaire was fast due to the personal contact with each participant. A consent form

was distributed with the questionnaire to every participant illustrating what the study was

about, ensuring the participant was aware on how to answer the questions asked. After all

the information was gathered, the data was analysed.

3.7 Data analysis

O’Leary (2004) stated that both quantitative and qualitative data can be analysed through

statistical analysis. The results from 100 self-administrated questionnaires were placed

into Microsoft Excel (Microsoft Excel for Mac 2011, version 14.4.8) to be analysed,

whereby the questions were all coded through numbers and tallied (O’Donoghue, 2013).

These results will then be percentage results and will then be placed into graphs to a clear

understanding. Both the mean and the standard deviation will be considered on question

one, this will also be completed through Microsoft Excel using ‘STDEVP’ followed by the

cell numbers relevant (O’Donoghue, 2013). Data will be presented in graphs and pie

charts, ready for analysis.

3.8 Validity and Reliability

Validity is defined as evidence that the instrument used is correct to gain the knowledge,

which the research study wants to discover (Kumar, 2011). Reliability indicates the study

is useable for any other researchers to repeat. Ensuing the normalisation of a quantitative

research study is achievable due to the ability to control the external environment when

distributing the data, allowing the answers to be relatable. However, due to the small

sample size for this type of research study a general assumption cannot be predicted. For

example, 100 participants were involved which does not accommodate for the whole

population. Smith (2010) states that a study is more reliable when there is a larger the

number of participants in comparison to a small study. The selection needs to be high to

increase the validity of the study. Due to this statement, the number of participant’s chosen

16 1

for this study is as large as it can be. To ensure the study is valid and reliable all the

participants will receive the same questionnaire and have the same amount of time to

complete it.

3.9 Ethical Considerations

Before the questionnaire is distributed a consent form (Appendix C) and information sheet

(Appendix D) was presented to the participant. This ensured that their participation within

the study was completely voluntary and they do not have to complete the questionnaire if

they did not desire to. If the questionnaire was to be completed they are given the chance

to answer in their own time to ensure they are not rushed. The participants will be given a

chance to complete the questionnaire anonymously with their name and age protected

with an opportunity to gain further information and advice about the study should they

wish.

CHAPTER FOUR

RESULTS

17

4.1. Introduction

The following chapter discusses the data analysed from the questionnaires that have been

collected through the method of coding, explained in the methodology. Using the data

gathered, a brief overview of the data discovered will be identified. All questions have been

placed into relevant themes; General information, purchasing habits, fashion influence,

customer service, comfort, external influences, quality, brand, impulsive buy, price, top

three most influential factors and the three least influential factors. Questions asked were

relevant to help to gain knowledge about the proposed research study. Creswell (2008)

suggests that all data should be placed into themes to make a clear analysis, via tables

and graphs.

4.2. Participants general information

Question 1 identifies the age of the participants to give a brief overview of the type of

population that the study is concentrating on. All participants were women aged 18 to 22

years, who have an experience in purchasing trainers.

Table 1. Age of participants

Age (Years) 18 19 20 21 22

Quantity 18 18 28 32 9

The age of the participants chosen were between 18 and 22 years. Previous studies such

as Tanksale et al (2014), Bae (2004) and Lyons et al (2011) all concentrate on university

aged participants, where as Ducatte (2006) concentrates on women only. In total there

were 100 participants who completed this study with the mean age and standard deviation

being (19.91 . 7.78). Standard deviation measures the dispersion of the sample size

(O’Donoghue, 2013). This shows that the majority of the participants are within age 19 to

20.

4.3. Purchasing habits

Purchasing habits of the population have an important role when purchasing trainers

(Heinritz, 1947). To gain an understanding of the participant’s habits, question 2 and 3

from the questionnaire were asked. 100 participants (100%) responded to these questions

with a variety of answers given. The results are shown in figure 2 and figure 3.

18

Figure 2: How many pairs of athletic trainers do you own?

When asked, “How many pairs of athletic trainers do you own?” the respondents answered

one of three answers; 0-2, 3-5 and 5+. As shown in figure 2, the participant’s results show

that 76% (n=76) participants own three pairs of trainers or more. Leaving 24% of

participants with 0-2 pairs of trainers. In figure 3 below, a further question is asked to

progress the information.

Figure 3: When did you last purchase a new pair of athletic trainers?

Figure 3 shows the time when the last purchase of each participant took place. This was

also asked to help to give some information about the participants purchasing habits. The

participants were asked the question “When did you last purchase a new pair of athletic

0

5

10

15

20

25

30

35

40

45

50

0-2 3-5. 5+

Participants

This month

1-3 months

3-9 months

9 months

26%

30%

32%

12%

19

trainers?”, and were given four different responses to choose from; this month, 1-3

months, 3-9 months and 9 months. 88% of the participants bought their trainers within the

last 9 months, leaving 12% of the participants purchasing trainers in 9 or more months. In

conclusion to this theme, the majority of the participants own 3 or more pairs of trainers,

however 62% of participants purchased them within the last three months. In 2014, 64% of

fitness participants purchased an item of sports equipment within that year (Walmsley,

2014).

4.4. Fashion influences Sproles and Kendall (1986) discovered “fashion consciousness” when conducting his

study, his study concluded that fashion consciousness was one of his top eight factors

when purchasing. The results of question 4 is shown in figure 4 where 100 participants

answered a question to aid understanding about this topic.

Figure 4: Does recent fashion have an influence on your purchase? When answering question 4 of the questionnaire, participants responded to one out of the

following answers; yes, sometimes and no. 39% (n=39) of the participants answered “yes”,

39% (n=39) of the participants answered “sometimes” and 22% (n=22) of participants

answered “no’. From the participants who answered ‘yes’, and a small percentage who

answered ‘sometimes” they were asked a further question with examples to choose from.

This contradicts Zeng (2008) who stated during his study that fashion consciousness was

not an important factor to the majority of his participants.

Yes

Sometimes

No

39%

22%

39%

20

Figure 5: If yes, what style?

Above is the response to progress the question 4. The participants responded with a

number of answers, with 88 responses. Four options were given; Bright colour, barefoot

sole, slip-on and other. Bright colour has a clear dominance on this question, with 55 of the

participants choosing this as their option. In contrast, only six of the participants chose

“slip-on” as their answer.

4.5. Customer service Customer service is an important factor in purchasing decisions (Thagunna and Khanal,

2013). Question 5 helps to gain an understanding of customer service and the participants

view on whether they feel it has an influence on their purchasing.

Figure 6: Does good customer service in a store change your view on whether you

are going to purchase?

0

10

20

30

40

50

60

Bright Colour Barefoot Sole Slip-on Other

Participants

55%

20%

7% 6%

21

Question 5 focuses on customer service when purchasing athletic trainers. In the first

section of the question a “yes” and “no” answer was required. 56% of the participants

stated that customer service does have an effect on whether they purchase or not, where

as the remaining 44% of participants would still purchase the trainers even if the customer

service was poor. Thagunna and Khanal (2013) supports this by stating that customer

service is an influential factor for women when purchasing products.

Following from the previous question, a further question was asked to gain understanding

or the types of customer service that has the biggest influence.

Figure 7: If yes, what factors?

Of the 56 participants who chose the answer “yes” in the previous question, they were

then asked a further question to gain a deeper understanding. The participants were asked

what factor influences them the most out of four options; polite staff, knowledge of staff,

quick service and other. 83 responses were collected with constant results; knowledge of

staff was chosen by 42% of the population, 31% of the population chose “polite staff” and

25% of the population stated “quick service”.

4.6. Comfort

Comfort is a key factor when purchasing athletic trainers (Ducatte, 2006). The following

questions were asked to investigate how important comfort is when purchasing athletic

trainers.

0

5

10

15

20

25

30

35

40

Polite Staff Knowledgeof Staff

QuickService

Other

Number ofParticipants

26

35

21

1

22

Figure 8: If the pair of athletic trainers you wanted were uncomfortable. Would you

still purchase them or seek to buy another pair?

Figure 8 shows the graph of results from a comfort based question. 100 participants

answered the question, with 86% of them stating that they would seek another pair of

trainers if the original were uncomfortable. This result is supported by question 12 of the

questionnaire, where the participants were asked to to state their top three most important

factors when purchasing athletic trainers.

Figure 9: Top 3 most important factors when purchasing

In figure 9 the results of question 12 are shown, stating that comfort is the highest chosen

factor when the participants were asked to choose their top three. 100 participants

completed this question with 79% of participants choosing comfort as one of their top three

choices. Ducatte (2006) supports this statement stating that comfort is the most important

when purchasing athletic trainers.

Purchase orignal

No, seek anotherpair86%

14%

0102030405060708090

Participants results

23

4.7. External purchasing influences

Decision-making is the ability to make a decision without others input (East et al., 2008)

however many people are influenced by others. The following question tests this theory to

gain further information about whether the participants are influenced by others.

Figure 10: Does the opinion of your friends and family influence you when

purchasing a certain style of trainer?

N=100 (100%) participants responded to this question with three possible answers; yes,

always, sometimes and no, never. 26% of the participants answered with “yes”, 42%

answered with sometimes and the remaining 32% stated “no”. After this question a further

sub question was asked to all the participants who answered “yes, always” and

“sometimes”. Figure 11 below shows these results.

Figure 11: If yes, who?

Yes, Always

Sometimes

No, Never

26%

42%

32%

0

5

10

15

20

25

30

35

40

Family Friends Both

Number of Participant

24

62 out of 100 participants answered this sub question, of these participants all of them

either answered “yes” or “sometimes” in the previous question. 60% (n=37) of the

participants have stated that both friends and family influence them when purchasing

athletic trainers. However only 8% (n=5) of participants only take into consideration their

families’ opinions, meaning that family is the lowest influencing external factor in

comparison to their friends. Riley (2012) disagrees with this, as he states that family

influence is the most important factor when purchasing.

4.8. Quality (8)

Quality of athletic trainers is a factor that needs to be taken into consideration when

purchasing (Mafini and Dhurup’s, 2014). The following question asks the participants

about whether they look for quality in an athletic trainer.

Figure 12: When it comes to purchasing athletic trainers, I ensure they are of the

highest quality?

100 participants completed this question with two potential answers; true and false. 76%

(n=76) answered “true” with the other 24% (n=24) answering “false”. Canabal (2002) and

Fan and Xiao (1998) both agree with this trend by stating that the Quality of the product

being important throughout their sample size.

True.

False.76%

24%

25

4.9. Brand (7, 12, 13)

Brand conscious appears in Sproles and Kendall (1986) study, and as a result is one of

the most important factors that participants look at when purchasing athletic trainers. 100

participants completed this question displayed in figure 13 below.

Figure 13: I will purchase a pair of athletic trainers because they are made by a well-

known brand.

77% of the 100 participants answered with “true”, with 23% (n=23) of the participants

answering “false”. Mafini and Dhurup’s (2014) agree with this trend, stating that they brand

consciousness was ranked top in their study. Out of the participants who answered “yes”,

a further question was asked. This question and results are shown in figure 14.

Figure 14: If true, which brands?

0

10

20

30

40

50

60

70

Nike Adidas Asics UnderArmour

Other

Number of Participants

True.

False.

23

77%

26

From the 77 (77%) participants who answered the previous question “yes”, they were

given options of the different type of brands which they would purchase. The participants

could choose from a variety of brands, and had the ability to choose more than one brand.

Altogether the participants made 153 choices throughout the different brands stated. 43%

(n=66) of the graph was Nike dominated, with Adidas coming second with 29% (n=44) of

the population market.

4.10. Impulsive buy (10, 12, 13) Impulsive buy is a factor that was discovered by Sproles and Kendall (1986). Questions

10, 12 and 13 all contribute to finding out more information about the participants impulsive

buy opinions. Figure 15 shows the question that was asked to find out this information.

Figure 15: I take my time when deciding which athletic trainers to purchase?

100 (100%) participants answered this question with 80% (n=80) of them answering “yes”.

From these results it shows that a high number of participants take their time when

purchasing athletic trainers. This is supported in figure 8, where participants answered

their top three priorities when purchasing athletic trainers. Four participants chose

“Impulsive buy” as their top priority, leaving 96 participants not prioritising this factor. Anic,

Ciunova-Suleska and Rajh (2010) agree with this, as impulsive buy was voted 6 out of 8

as the most important.

4.11 Price Price is an influential factor on the decision to purchase athletic trainers (Hoyer and

MacInnis, 2007). Question 11 on the questionnaire helps to gain an understanding of the

participant’s decision towards the price of athletic trainers and whether they are willing to

pay large amounts.

True.

False.80%

20%

27

Figure 16: I have a budget when it comes to purchasing athletic trainers? When asked the question, the participants had an option of; true and false. 100 (100%)

participants answered this question, with 61% (n=61) answering “true”. Sproles and

Kendall (1986) found that Price was chosen as one of the main factors which came up

when delivering his study. Hoyer and MacInnis (2007) also agree with this as they state

that price is a marketing practice which needs to be addressed in order for stores to

progress.

4.12. Top three influential factors

The final questions included in the questionnaire was a ranked question, where

participants were asked to chose their top three important factors when purchasing athletic

trainers

Figure 17: The top 3 most important factors when purchasing athletic trainers.

100 participants completed this question, choosing three answers of their choice.

Analysing the results show that 26% (n=79) of the participants chose comfort in their top

True.

False.

0

10

20

30

40

50

60

70

80

90

Participants results

61%

39%

28

three, closely followed by colour with 21% (n=64) and 20% (n=62) for brand. Whereas

confused by over-choice, impulsive buy and discount did not present very highly

throughout the sample population. Sproles and Kendall (1986) agree with this as he states

that impulsive buy and confused by over-choice are both associated under the same style

of shopper.

4.13. Bottom three influential factors Following from question 11 of the questionnaire, a further question was asked to identify

the participant’s least important factors when they purchase athletic trainers.

Figure 18: The bottom three most influential factors when purchasing athletic trainers. 100 (100%) participants completed this question by choosing three answers. As figure 16

states that comfort, colour and brand are the top, this is supported by figure 18 with the

same three factors being chosen as the least important with only 15% (n=46) of the

choices between all three options. Confused by over-choice, impulsive buy and discount

are voted the least influential by the participants; with 59% (n=179) of the results.

0

10

20

30

40

50

60

70

80

Participant results

CHAPTER FIVE

DISCUSSION

29

5.1. Introduction

The purpose of this study is to identify the factors effecting the consumer’s decisions when

purchasing athletic trainers. This section is a discussion of the results with the aim to

answer the research objectives; identify the top three factors which affect purchasing

decisions, identify the bottom three factors which affect purchasing decisions when

purchasing athletic trainers and to understand the literature and theories based around

consumers. Followed by the limitations and recommendations of the study.

5.2. Top three factors

Through conducting questionnaires to 100 female participants and collecting their results,

the outcomes were then analysed to recognise themes in order help to answer the

research objectives. The results revealed that brand (n=77), colour (n=78) and comfort

(n=84) were the top influences when purchasing athletic trainers and impulsive buy (n=80),

discount (n=61) and confused by over-choice (n=69) were the least influential factors.

5.2.1. Brand

As shown in the results, 77% (n=77) of the participants agree with the statement “I will

purchase a pair of athletic trainers because they are made by a well-known brand”. This

indicates that the majority of the participants would purchase athletic trainers because they

are created by a brand of their choice. Danjour and Whebber (2005) agree by stating that

consumers only purchase products from certain brands due to the recommendation of

others or the high quality experience they have had previously. If a participant has a good

pair of branded trainers, they are more likely to purchase from them again. However, due

to the type of population sample that participated in the study, there could be an effect on

the results collected. Every day new styles, colours and brands of trainers surround all the

participants in this particular study; therefore their results could be slightly different to

another sample (Bae, 2004). Mafini and Dhyrup (2014) support these results as they state

that brand conscious was one of the main key factors found in their study. An implication

of this theory is that the manufacturers of athletic footwear will find it challenging to design

a new product. Due to the lack of information about style from what the consumer desires,

designing a product that all consumers are satisfied with can be difficult.

30

To all the participants who agree with the previous question were then asked to choose

which brand they prefer. The results showed that 43% (n=66) of the figure was “Nike”

dominated, closely followed by Adidas with 29% (n=44) of the graph. Carlson, Donavan

and Cumiskey (2008) state that brands have a high influence on purchasing decisions.

From these results, it is clear that Nike is dominating the branding sector (Elliott and

Leonard, 2004). The outcome of this question backs up Sproles and Kendall (1986) as he

states that the participants have a habit to always return to the same store every time. Bae

(2004) also found throughout his study that his participants voted Nike as their top brand.

Following this result, a further question was asked to rate how high brand comes in

comparison to eight other factors. From the results, brand was voted in the top three

factors, which influence the participants when purchasing athletic trainers (64%). From

these results, in comparison to other factors, brand clearly was an influential factor.

However, brand maintenance needs to be considered to ensure the level of standard

expected from the consumers is completed (Heding, Knudtzen and Bjerre, 2008). If this is

not completed, consumers will purchase from rival companies who can provide them with

the service or product that they desire.

5.2.2. Colour The results have shown that 78% (n=78) of participants either do, or sometimes purchase

trainers because of the fashion. 55% (n=43) of these participants chose bright colours as

their further answer; this was the highest result in this question. This displays the current

trends which athletic trainer stores have followed. Gradually colours are becoming an

important element for athletic trainers, with a variety of different colours in the footwear

market (Heard, 2015). Lyons et al (2011) supports this statement as when he carried out

the same question, he discovered that both male and female participants chose colour as

one of their most influential factors. An assumption of this result is that as the number of

people who are purchasing coloured footwear is increasing, the more consumers also

want purchase similar colours. Moreover, trying to wear the most vibrant colours to

compete with each other on who has the brightest trainers.

Following this result, colour was also tested when compared to other influencing factors.

64 (64%) participants stated that colour was one of their top three influencing factors, this

result was the second highest overall score. In contrast to this set of results, Zeng (2008)

has stated that fashion consciousness was not taken into consideration when his

participants answered his questionnaire. This could be caused by the wide sample

31

(n=43,217) size that was chosen for the study, leading to unreliable results through

different opinions from participants who have no knowledge in the research subject.

5.2.3. Comfort As shown in the results, 84% (n=84) state that comfort is very important when purchasing

athletic trainers. The high percentage of these results could be due to the fact the

participants will wear the trainers for a long amount of time, and will be doing exercise

when wearing them. If these are not comfortable, the participants will not be satisfied with

the product. The result of this study is supported by Ducatte (2006) as he states that 81%

of participants voted comfort as the most important. However, even though the study looks

at women’s footwear, both male and female participants were asked. This shows that both

male and female consider comfort when purchasing athletic trainers (Ducatte, 2006).

Following this question, the participants had to choose their top three influences. Comfort

was the highest voted factor with 79 (79%) participants choosing this as one of their top

three influential factors. An assumption to this statement is the fact that participants do not

want their feet to hurt whilst they are wearing trainers, and will ensure they check this

before purchasing their athletic trainers. To support this, Lyons et al (2011) stated that

comfort was one of the most influential factors, which were discovered in their study.

However, many stores do not market their products by stating that they are comfortable

(Oser, 2005). For example, Nike promote their trainers as ‘performance’ trainers, rather

than comfortable trainers.

5.3. Bottom three factors

To answer the research objectives, questionnaires were distributed and analysed. The

results of this questionnaire revealed that impulsive buy, discount and confused by over-

choice were the least influential factors when purchasing athletic trainers.

5.3.1. Impulsive buy The participants were asked whether they took time when purchasing their athletic

trainers. 80% (n=80) agreed with this statement, meaning that the majority of participants

do not impulsive buy. This assumes that the participants who have agreed with this

statement do not want to spend money on a pair of athletic trainers that they are indecisive

about. Bae (2004) disagrees with this statement as he discovered that impulsive has a

32

great tendency throughout his study. The cause of these conflicting results could be a

result of the differing sample types. Both male and female participants partook this study,

leaving the results unreliable from gender differences. However, the age of the participants

were aged 18 to 22 allowing for a small sample age range (n=1663). Showing that the

difference between countries has an impact on impulsive buy.

Another question was asked to progress this statement further. Participants were asked

to choose their least influential factors; which resulted in impulsive buy as a high priority.

64% (n=64) stated that impulsive buy is one of their least influential factors. An assumption

of these results could be that the participants purchase athletic trainers which are most

suitable for their needs, as opposed to athletic trainers which do not satisfy this need. This

implies that marketing for products will have to be worthy to ensure the consumers

understand the different products a store or brand sells. Funk (2008) stated that marketing

is a key to selling products, if completed correctly there is evidence that it has increased

purchasing figures. This could be a result of the consumers understanding the product that

is being sold.

5.3.2. Discount

Discount has been questioned throughout this questionnaire. The results showed that 61%

of participants have a budget when purchasing athletic trainers, demonstrating the

purchasing habits of the participants. The 61% represents individuals with limited funds to

purchase the trainers they require. Bae (2004) supports this by identifying that price has a

high tendency throughout his study. Therefore, being offered a discount for these athletic

trainers provides an opportunity to purchase a higher range of quality trainers within their

budget.

The final question when the participants were asked to rate their least influential factors.

46 participants chose discount as one of their bottom three factors. The assumption of

these results are that participants do not want to purchase expensive athletic trainers with

a chance that they are not getting enough for their money.

5.3.3. Confused by over-choice

As shown in the results, confused by over-choice was a factor at the bottom of the

participant’s choice of least influential factors. 69 participants chose confused by over-

33

choice as one of their three influencing factors. Sproles and Kendall (1986) supports this

theory as he found that confused by over-choice is one of his top eight factors that he

found in his study. A suggestion for these results demonstrates that the participant is so

overwhelmed by the amount of products on the market, that they find the decision making

process hard to purchase. They then do not purchase athletic trainers because of this

reason. An implication of this is that retailers can display their products thoroughly, with

lots of different options to catch the consumer’s eye (Juanjuan, Hae, Jieun, Kara, Hye-

Young and Kim, 2013). This way, the consumer will not feel confused about what product

to purchase.

5.4 Limitations

After the study was completed and the learning objectives have been identified, there are

still some limitations which could be adapted if the study was repeated. The limitations of

the study will be acknowledged in this section.

100 questionnaires were distributed to women within the ages 18 to 22, this was perceived

to be an accessible amount of participants. However, to cover the whole population of

ages 18 to 22, more questionnaires would need to be distributed. Although the results

found were reliable, the amount of data collected was minor in comparison to a large

questionnaire based study. To improve, the sample size could increase to allow for more

reliable and valid data.

As identified in chapter three, only women participants were chosen to complete the study.

By only choosing one gender, it does not take into consideration other gender purchasing

habits. For future research, both genders could be considered and a potential comparison

could be made between genders.

Another limitation is the depth of the questions asked. While the pilot study was carried out

to examine the understanding of the questions, some of the influential factors could have

been expanded. To overcome this, the questions could have been displayed on a Likert

scale. A few more questions on each influencing factor could have been asked to gain a

deeper understanding.

34

It could be apparent that the use of convenience sampling could be a limitation of the

study. This could lead to a sample with a lack of knowledge for the subject asked. To

overcome this, judgmental sampling could have been used to maximize validity and

enhance the results reliability.

5.5. Theoretical Implications From researching previous studies, this study answers a gap in all the previous literature.

Both women, age and occupation all come into consideration within this study, meaning

that results add to the wide variety of results that is already published.

5.6. Practical Implications

The results that have been discussed during the study have proposed practical

implications for relevant subjects. This study helps the stores that sell athletic trainers to

give them an idea of what type of trainers their target market looks for. Thus, helping them

to design and choose specific trainers to stock in their store. Which will eventually boost

their sales to increase profit.

5.7. Future recommendations When completing this study numerous times, many recommendations could be taken into

consideration to ensure the study is used in the most influential way.

The first recommendation would be to study on male participants as well as female. If this

is done, a comparison between the genders can be analysed and completed. By

completing this, it gives the reader an understanding of a variety of different purchasing

habits as well as an understanding of different genders.

To further this study, the questions could also be used for other types of athletic trainers.

For example, football boots, or netball trainers. This way, the trainer types will be more

specific and can help retailers understand the needs of their consumers.

Further questions could be asked to gain information about the external environment when

purchasing, This could go second hand with this data to help the retailers to understand

what they need to be doing throughout their store, online and products.

CHAPTER SIX

CONCLUSION

35

6.1 Introduction

The final chapter concludes the dissertation, identifying the findings of the study in a brief

summary. All three objectives are answered throughout this section, along with some

relation to industry and theory.

Examining purchasing decisions is a vital area of review to enhance the understanding of

athletic trainer purchasing. Primarily, because purchasing decision has such a wide variety

of literature (Sproles and Kendall, 1986), the aim of this study was used to discover the

factor, which influence females when purchasing athletic trainers. The participants were

distributed questionnaires to produce raw and reliable data. Six key themes were identified

from the results; comfort, colour, brand, discount, confused by over-choice and price.

Key findings showed that the top three factors when purchasing athletic trainers were

comfort (n=79), colour (n=64) and brand influence (n=62). Ducatte (2006) supports these

findings as he states comfort was the most influential factor when completing his study.

Lyons et al (2011) agrees, as he states that colour was a main influence from his study.

Finally, (Carlson et al., 2008) backs up brand influence by stating that it does have a

significant influence on purchasing decisions. This data will help the sport footwear

industry to understand what the consumer desires. For example, to design a trainer that is

comfy and colourful. Undertaking this advice, there has potential to be an increase in sales

for the company.

Three of the least influential factors were also considered. Confused by over-choice,

impulsive buy and discount were the bottom three influencing choices, which were voted

by the participants. Confused by over-choice (n=69), impulsive buy (n=64) and discount

(n=46). Sproles and Kendall (1986) agrees with the findings, stating that confused by over-

choice, impulsive buy and discount was not ranked highly throughout his study. This adds

to previous literature about purchasing (Lyons et al., 2011; Bae, 2004). Not only does the

literature improve, retailers can also take this into consideration when marketing their

products. As impulsive buy and confused by over-choice are both psychological

influences, this means marketing strategies should be clear so consumers are sure of

what to purchase and whether they actually need or desire the product.

36

Through researching, collecting raw data and carrying out analysis to produce results, the

research proposed was successfully completed. As the sporting goods sector had a

potential growth of £3,75 million in 2014 (Walmsley, 2014), this affects the number of

purchasing decisions made each year by consumers. Resulting in an increase of the

amount of athletic trainers being produced. From researching in this type of sector it helps

to develop the current literature available, as well as improving the knowledge of retailers

who produce the athletic trainers.

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APPENDICES

APPENDIX A: Sample questionnaire

A-1

Study on purchasing decisions in athletic trainers By voluntarily completing this questionnaire about purchasing fitness trainers, your identity will be kept anonymous.

First please answer a few questions about yourself:

1. How old are you?

2. How many pairs of athletic trainers do you own?

3. When did you last purchase a new pair of athletic trainers?

Think about a time when you were in a store purchasing athletic trainers.

4. Does recent fashion have an influence on your purchase?

If yes, what?

If other, state here _______________________________________

5. Does good customer service in a store change your view on whether you are going to purchase?

If yes, what is the influence which changes your view?

If other, state here________________________________________

6. If the pair of athletic trainers you wanted were uncomfortable. Would you still purchase them or seek to buy another pair?

7. Does the opinion of your friends and family influence you when purchasing a certain style of trainer?

Is yes, who?

8. When it comes to purchasing athletic trainers, I ensure they are of the highest quality?

18 21 20 19 22

0 - 2 3 - 5 5 +

This month 1-3 months 3-9 months 9 months +

Yes No Sometimes

No Yes

No, I would seek another pair Yes, I would purchase the

original trainers

Yes, always

Sometimes No, never

Bright Colour Barefoot sole Slip-on Other

Polite staff Quick service Knowledge of staff Other

Friends Family Both

A-2

9. I will purchase a pair of athletic trainers because they are made by a well-known brand.

If true, which brands?

If other, state here_____________________________

10. I take my time when deciding which athletic trainers to purchase.

11. I have a budget when it comes to purchasing athletic trainers.

Think back to when you last bought a pair of athletic trainers.

Brand

Colour

Comfort

Confused by over choice

Discount

Fashion

Impulsive Buy

Price

Thank you for completing this survey.

In this column, number the

boxes from 1-3 of being most

important when purchasing

trainers.

12. In this column number

the boxes from 1-3 of

being least important

when purchasing trainers.

13.

True False

False True

False True

True

False

Nike Adidas Asics Under Armour Other

APPENDIX B: Pilot questionnaire

B-1

Study on purchasing decisions in trainers

By completing this questionnaire about purchasing trainers your identity will be kept anonymous and is completely voluntary.

First we would like to ask a few questions about you.

1. How old are you?

2. What year of study are you in?

3. Many trainers do you own?

4. When did you last purchase a new pair of trainers?

Think back

to when

you last bought a pair of fitness trainers.

Impulsive Buy

Confused by over choice

Discount

Brand

Colour

Fashion

Price

Comfort

Thank you for completing this survey.

18 21 20 19 22

2 1 3 4

0 - 2 3 - 5 5 +

In this row, number 1-3 the

factors which influences

you the most when

purchasing trainers.

In this row, number 1-3 the

factors which don’t

influences you the most

when purchasing trainers.

This month 1-3months 3-9 months 9 months +

APPENDIX C: Participant consent form

C-1

PARTICIPANT CONSENT FORM

Title of Project: “What factors effect females when purchasing athletic footwear?” Name of Researcher: Rebecca Leader

Participant to complete this section: Please initial each box.

1. I confirm that I have read and understand the information sheet for this evaluation study. I have had the opportunity to consider the information, ask questions and have had these answered satisfactorily.

2. I understand that this study is voluntary and that it is possible to stop taking part at any time, without giving a reason.

3. I also understand that if this happens my relationship with UWIC, or our legal

rights, will not be affected. 4. I understand that information from the study may be used for reporting purposes,

but I will not be identified.

5. I agree to take part in this study. Signature of participant: _________________________________________ Date:____________

Name of person taking consent:

_________________________________________ Date:_____________

Signature of person taking consent:

_________________________________________

APPENDIX D: Participant information form

D-1

Participant Information Sheet Title of Project: What factors effect females when purchasing athletic footwear? Ethics Approval Number: Dear Participant As my final study at Cardiff Metropolitan University is undertaken, I will look at the factors which effect active females when purchasing trainers which are appropriate for the gym environment. Myself, Rebecca Leader, will lead the study. Your participation in the research project: Why you have been asked You have been selected because of your experience of purchasing trainers for this type of environment. What would happen if you agree to join the study? If you agree to join the study, there is one simple thing to complete.

1. You will receive a short questionaire in order to complete and return. The choice? If you do not want to participate in the study, you have every right not too. This study is a voluntary study, which means if at any point and for any reason you want to drop out, you can. Any risks? There aren’t any clear risks concerning your health and well-being. However if a question concerns you, you can leave the question blank. What happens to the results of the questionnaire? Your answers from the questionnaire will be analysed and used for the results in the study that I am working on. These answers will be confidential. The benefits from participating? The key benefit which you will gain is that it can give you an insight of what factors effect the purchasing decision of females just like yourself and may even help you when buying your next pair of trainers. What happens next? Enclosed are consent forms and the questionnaire for you to fill in and sign. If you do agree to participate in this study, the consent forms and inventories should be completed and returned. Your Privacy: This study and any relevant people working with it will ensure your privacy is respected. By taking careful steps we can ensure that your identify will be guarded throughout the study. The consent forms will be stored securely away from the questionnaire, which you fill in. At the end of the study all of the information that is gathered will be destroyed. However, due to Cardiff Metropolitans requirements, the consent forms will be obtained for ten years. Further information If you have any questions about the research or how we intend to complete, please contact ask me at any point. Rebecca Leader

07835902579 st20024167@outlook.cardiffmet.ac.uk or rebeccaleader94@gmail.com