Factors Determining the Role of Brand in Purchase Decision of Sportswear

Today’s sportswear industry is flourishing in India. International brands are entering into the market and people are purchasing different brands of sportswear which results in increment of competition among all companies of sportswear. The purchase decision of a customer is influenced by various factors. Brand plays an important role in determining the purchase decision of sportswear as it has good quality, price, style, service quality and durability, brand name, suitability, comfortability etc. which gives satisfaction to the customers. These all things change the mindset of a customer and make them brand loyal or brand switcher. The objective of this study is to analyse the various factors that determine the role of the brand in purchase decision of sportswear and to identify the most important and least important factor in purchasing branded sportswear. For this study, a structured questionnaire with 5-point Likert scale is used in which 150 respondents participated. The data has been collected from 150 respondents in which most of the respondents are male with the age group of 20 – 30 years, with maximum educational qualification of Under graduation and Nike as their most preferred brand. The findings revealed that brand value plays a vital role in influencing customer to be brand loyal contrasting to it brand pricing is the least important factor which is considered by the customers while purchasing sportswear