Using Multiple Correspondence Analysis to Determine the Market Positions of Sports Shoe Brands

• Main Authors: CHEN,HUEI-RU, 陳薈如
• Other Authors: CHEN,KUAN-LIANG
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/74101209424856994673

碩士 === 嶺東科技大學 === 行銷與流通管理系碩士班 === 104 === The annual sales growth rate of sports shoes is gradually increased, and sports shoes become one of must-have supplies for consumers’ leisure life. This study employs the correspondence analysis to explore and to understand the market positions of 8 Taiwanese familiar brands: Nike, Adidas, Puma, Fila, Reebok, Asics, Converse, and New Balance. The results can be used as references of marketing strategies for decision makers of these brands. From the perceptual map of the correspondence analysis, Nike and Adidas are relatively competitive brands of each other and, compared to the other brands, they are leading brands; Fila, Puma, Reebok, and New Balance are brands competitive to one another; while Asics and Converse are two relatively sole brands without competitive brands.