스포츠동호인들의 스포츠용품 브랜드선호도와 구매성향의 차이검증

Abstract

The purpose of this study was to make the comparison of the brand preference for sporting goods for sports community members to accurately know the preferred brands for each community member, and find out in detail of purchase cost with the purchase trend for each sports category to build the foundation of appropriate tailored strategy for the person in charge. Following result is shown on the basis of the purpose of the research. Difference of purpose of exercise following the sports category has slight different in all three categories, but most community members are shown to exercise for health. The brand preference of shows and clothes following the sports category is most preferred for Nike and Adidas for soccer and tennis, and Yonex for badminton. Difference of goods following the sports category would have slight difference for each category, but it is shown to consider significantly for capability, design, manufacture, and experience the most. Difference of purchase place following the sports category is shown to be most frequently made in specialty store and discount store for all three categories. Difference of purchase information following the sports category is shown to obtain from the opinions of community, Internet, friends, and experts. The cost for clothes, shoes and purchase following sports category is shown to be the most frequently purchased between 50,000 won to 100,000 won.