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Sports Shoes Brand Perception Study
Background of the Sports Shoes Brand Perception Study
A Sports Shoe Manufacturer
Research Objectives
- 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 90 minutes, 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: Participants expressed a strong preference for sports shoes that are both visually appealing and functional.
- Quality: High quality is a key factor, with participants willing to pay a premium for superior products.
- Information sources: Participants prefer to get information from online platforms such as TikTok, Instagram, and other social media channels.
- Shopping preference: Despite valuing online information, trying shoes in physical stores is crucial for a complete experience.
Thailand
- Price sensitivity: Participants focus on finding the right balance between cost and value. Promotions and discounts heavily influence buying decisions.
- Comfort: A key consideration, especially for enhancing sports performance, providing support, and preventing injuries.
- Information sources: Similar to Malaysia, TikTok, Instagram, and other social media platforms are key sources of product information.
- Shopping preference: Like Malaysian consumers, Thai participants prefer purchasing in physical stores to ensure proper fit and comfort.
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