A Study of Brand Equity on Badminton Shoes Brand

• Main Authors: LEE, CHIN-HAN, 李金翰
• Other Authors: Liang, WEN-KE
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/g2u8bj

碩士 === 南臺科技大學 === 應用英語系 === 106 === In recent years, people started paying more and more attention to healthcare, however doing exercising is one way of maintained healthy. Many people choose badminton as their regular activity. There are much equipment needed in order to play badminton, for example, racquets, badminton shows, badminton clothes and shuttlecocks. However many badminton manufacturers are facing increasingly heavy pressure from competition. It has been an issue for the badminton manufacturers to seek how the clients do the decision making while purchasing, and improve customer satisfaction and maintain customer royalty. Therefore, this study aims to (1) investigate what kind of demographic factor will affect the most to customers’ decisions on purchasing badminton shoes; (2) what is the key factor of customers’ decisions when purchasing badminton shoes; (3) discover how many competition groups will from after analyzing the customers’ decisions. The research framework for this study through literature review carried out a questionnaire investigation on the customers of badminton lovers in Taiwan by convenience sampling, and tested this framework via descriptive statistical analysis, ANOVA. The study comes to the following conclusions: (1)age group and education level will affect the most to customers’ decisions on purchasing badminton shoes ; (2)brand awareness is taking a big impact when consumer doing the decision ; (3) according to the descriptive statistics there are two competition groups within four popular badminton manufacturers in Taiwan.