The Reasearch On Sports Garment Brand Image On The Customer Perception

In the emotional consumption era,a good brand image contributes consumers to buy the products.When satisfied with the brand image,consumers will buy the products again,then,they will become the brand loyal consumers.So,it’s an important subject of study to evaluate the performance of sports garment brand image,Find out the weaknesses in the performance which is the urgent need for improvement.The thesis takes a combination of the theory works and enterprises cases.The main impact of the dimensions of the garment brand image by combing the integration of research results to obtain sports garment brand image.The thesis testifies research with the questionnaires and interviews,discusses the independent variables and selects the test index.Take Nike,Adidas,New Balance,Li Ning,Anta,Xtep as enterprises cases,and then,Questionnaire to domestic consumers,The collected data are tested in the aspects of validity,reliability,ANOVA,t-testing through SPSS.19 Software.This thesis is presented at the following seven chapters in general.Chapter 1 is introduction.The Problems this thesis discussing are put forward.The background of the subject and the practical significances are introduced at first.Then,it briefly discusses the content and the method used in the subject,defines certain essential concepts,constructs the whole framework.Chapter 2 is concept definition and related theories.Sorting out the document referred to brand,consumer perception,consumer satisfaction for the thesis.Then,based on the content of the research,Analyze the brand image associated with the model,brand image comparative studies in detail.Chapter 3 is Sports garment brand image pre-research and research design.First,Take domestic sport garment brand pre-research to determine the object of study;Secondly,Sort out and integrate research results of the garment brand image,in accordance with the main affects dimensions of sports garment brand image,The thesis testifies research with questionnaires and interviews,discusses the independent variables and selects the test index.Finally,design the survey questionnaire.Chapter 4 is Chinese and foreign sports garment brand image perception evaluation and analysis.First,Evaluate the data collected with descriptive statistical analysis: reliability and validity testing,demographic characteristics,buying behavior.Secondly,Analyze the importance of the average sports apparel brand image.Finally,Take a Comparative analysis to the performance of domestic and foreign sports garment brand image.Chapter 5 is Chinese and foreign sports garment brand image IPA comparative analysis.This section is to carry IPA positioning analysis with Li Ning,Anta,special steps,Nike,Adidas and New Balance.Find out the brand outstanding performance and weak performance of brand image.Then,Provide the basis for subsequent management recommendations.Chapter 6 is evaluation of demographic characteristics.This part is mainly characterized by demographic differences,to analyze the factors how to influence consumer perception.Chapter 7 is Conclusions and Implications.Discus the significant conclusions which is found in the thesis.Provide chinese and foreign sports garment brand to improve the image of the work of reference,and also propose limitation of this study and further prospects.Finally,the study found that: Chinese sports garment brand at the consumption environment and style design of the produces,which are the important indicators.Performance badly,need to improve urgently.While foreign sports garment brand at the consumers considered important corporate social responsibility,the relative prices of products,services and facilities on changing three indicators behave badly,need to improve urgently.Take measures to improve the image of Chinese and foreign sports garment brand maintenance made reference comments: Improve opinions Chinese sports garment brand has strengthened grasp of popular style design,select the appropriate store location.Improve foreign sports garment brand image views are to shape good socially responsible image,enhance product value and control costs,improve dressing facilities.