A Study on Brand Loyalty of Sports Shoes─ A Student Survey on Basis of Tamkang University

• Main Authors: Chan-Chia Liang, 梁展嘉
• Other Authors: 陳定國
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/20926948406410967453

碩士 === 淡江大學 === 管理科學研究所碩士班 === 93 === The loyalty of consumers is the key for the successful business activity. Therefore enterprises need to notice consumers demand to control the market revenue. Kotler mentioned that today most companies try their best to get the loyalty from consumers because it costs more to attract new consumers than keep the old consumers. Therefore how to get the consumers back is the hot issue in the marketing area. The research uses the simple random sample of students in the Tamkang University to explore the loyalty of consumers in the sneakers market. The sneakers market is focused on the five famous sneakers brand, Nike, Adidas, New balance, Reebok, Converse, in this research. There are two objectives in this study. It is as following. 1 Based on the questionnaire the researcher can divide two groups of consumers. One is high loyalty to the sneakers brand. The others are low loyalty to it. According to these data, the research analyzes the elements of affecting the loyalty of consumers. 2 Exploring the relation among the Consumer Characteristics、Purchasing Styles、Product Attributes and Brand Loyalty of Sports Shoes to make the marketing strategy of sneakers brands.