College Students' Movement Brand Loyalty Factors

With the high-speed development of the sports products industry, the competitionsbetween the major sports brands become fierce, and in this case the enterprises which want tokeep advantages in competition and get absolute development, should focus on therelationships with their consumers-the consumer’s brand loyalty. Consumers loyalty is veryimportant to the long-term development of the enterprises. Now the subject is how to cultivateand promote the consumers’ loyalty of the certain brand. Nowadays, more and more collegestudents take part in sports and their demands for sports products increase. As one of theimportant group of sports product, how to increase the loyalty of college students becomemore important to sports enterprise.The thesis includes six parts. In the first part, the origin, purpose and significance ofresearch is introduced to the readers. The second part is the review of the domestic andforeign studies about brand loyalty. The next part is the methods using in the thesis. Thefourth part mainly elaborated relevant concepts and theories as theoretical basis the research,and then the analysis of the result is presented in the fifth part. The final part is the summaryand suggestion of the thesis.The investigation tells that college students’ sports products consumption level haveincreased with the growth of personal economic conditions. TV and internet advertisementhas the most influence to them. College students still often buy sports shoes and clothes fromstores and malls. Most of the college students belong to moderate loyalty, highly loyal andlow-grade loyalists are less; Male students are more loyal than female ones. College students’loyalty increases with the increase of the economic condition. The durability, comfort level,price, regular promotional activities and brand awareness of the products have importantinfluences to them. In view of the survey of the influence factor of college students loyalty,the marketing strategy to promote the loyalty of the college students is the follow points:1.Do research about the college students’ consumption and improve the quality of the products.Increase the brand loyalty through adjusting the price and promoting methods. Strengthen thepublicity of the brand to shape good brand images. Meanwhile, the enterprises should findways to improve the convenience of the purchase. Finally, set up a good brand reputation.