Sports Shoes Brand Perception Study
Background of the Sports Shoes Brand Perception Study
A sports shoe manufacturer
Research Objectives
Our client would like to find out the following:
- Understand sports market landscape and trends: Gain insights into market dynamics, participant preferences, and emerging trends within the key Asia markets to inform strategic decision-making and product development efforts.
- Measure marketing and communication effectiveness: Evaluate the impact and reach of marketing campaigns across various channels to optimize resource allocation and enhance brand visibility and engagement among target audiences.
- Track brand health & performance including Brand Awareness, Brand Perception and Ownership: Monitor key brand health metrics such as awareness, perception, and ownership to assess market positioning and identify areas for improvement in brand strategy and communication.
- Loyalty and Purchase Intention: Assess customer loyalty, while also assessing future purchase behavior and market potential to drive business growth.
- Business expansion investigation: Market outlook and consumer behaviour investigations and future business strategy development.
Approach
We conducted 2 online focus groups each in Malaysia and Thailand. Each focus group lasted 90minutes where we recruited 8 respondents to sit 6 per group.
Findings of the Sports Shoes Brand Perception Study
From the results, we found some similarities and differences between Malaysia and Thailand consumers:
Malaysia:
- Design and aesthetics play a significant role, with the participants expressing a strong preference for sports shoes that are both visually appealing and functional.
- Quality is another key factor as the participants prefer sports shoes of higher quality, such that they are willing to pay a higher price for them.
- Participants prefer to get information about sports shoes from various online sources such as TikTok, Instagram, and other social media channels.
- While online sources provide valuable information, the experience of trying the shoes in physical stores remains crucial.
Thailand:
- Price plays a significant role, as participants seek a balance between cost and value. Promotions and discounts are key to their buying decisions.
- Comfort is a key factor in choosing sports shoes, with participants emphasising the importance of good features in enhancing sports performance, providing support and preventing injuries during sports activities.
- Similar to Malaysia, participants prefer to get information about sports shoes from various online sources such as TikTok, Instagram, and other social media channels.
- Also similar to Malaysia, when it comes to purchasing methods, the participants prefer offline to online. Physical stores allow for trying on shoes to ensure the right fit and comfort, which is crucial given the limitations of online sizing and quality assessments.
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