Analyzing the consumer behavior and assessing influence of store loyalty in purchasing sportswear products

Consumers are highly influenced by their marketing decisions and heavily dependent on it. Factors such as Brand, products’ guarantee, stores from where the purchase is made, loyalty points, free gift with purchase, bargains, prices, service by personnel are the key drivers for arriving at a buying decision. The loyalty among consumers is assessed based on the motional perspective. Consumer loyalty is built by repeat purchases from same store. The current study aims at analyzing the consumer behavior towards purchase of Sports Kits and apparels and understanding the influence of store loyalty when purchasing sportswear Products. This purpose of the study is to capture the insights of consumers, their motives, their choices, their decisions and their differences while purchasing sports kits and apparels. The methodology consisted of both Primary and Secondary data. Tool for data collection: Structured questionnaire, Sample size and sampling frame: 140 respondents. The Target respondents were the residents of College of Military Engineering (CME). The outcome of the analysis identified two kinds of behaviors towards sportswear products. Customers who had Sports drive and preferred sports products. Customers who had strong buying motives and preferred buying Sports products. The store loyalty can be enhanced when the target groups of customers below 35 years, are addressed. Golf & Yoga products will not yield desired Sales. Products to be recycled every 3 months to increase Sales.The price of the Products to be below Rs 4000 to attract Customers Contribution to the body of Knowledge. The study contains all the primary information which is original in nature and is collected by the researcher only.