2) Author
Darshil Shah
3) Introduction
Adidas, Puma, Nike, and New Balance are leading global sportswear brands offering footwear, apparel, and accessories. These brands compete strongly in terms of quality, brand image, pricing, and innovation. Consumer preference plays a crucial role in determining brand success in the highly competitive sportswear market. This study focuses on understanding consumer preferences towards these brands.
4) Objective
The main objective of this study is to analyze consumer preference towards Adidas, Puma, Nike, and New Balance and identify the factors influencing their purchase decisions.
5) Literature Review
Literature Review 1
According to Abesco (2020), consumer preference is influenced by factors such as brand image, product quality, price, and promotional activities. Strong brand positioning helps companies gain customer loyalty and competitive advantage in the market.
Literature Review 2
Abesco (2021) stated that survey-based research using structured questionnaires is an effective method to measure consumer perception and preference. Statistical analysis of primary data helps companies understand customer expectations and improve marketing strategies.
6) Data Collection
Primary data was collected using a Google Forms questionnaire. The survey was conducted among 40 respondents to understand their preferences towards Adidas, Puma, Nike, and New Balance. The questionnaire included questions related to brand preference, price sensitivity, quality perception, comfort, and overall satisfaction. The collected data was compiled and analyzed using simple statistical tools such as percentages and charts.
7) Data Analysis
Example Analysis:
Out of 40 respondents:
Nike was preferred by 14 respondents (35%)
Adidas was preferred by 12 respondents (30%)
Puma was preferred by 9 respondents (22.5%)
New Balance was preferred by 5 respondents (12.5%)
Interpretation:
The analysis shows that Nike is the most preferred brand, followed by Adidas and Puma. New Balance has comparatively lower preference among respondents. Factors such as brand image, comfort, and perceived quality were found to be the major reasons influencing consumer choice. The results indicate that strong branding and product performance play an important role in consumer decision-making.
8) Conclusion
Based on the survey results, it can be concluded that Nike and Adidas enjoy higher consumer preference, indicating strong brand loyalty and market presence. Puma holds a moderate position, while New Balance has scope for improvement in awareness and promotion. Companies should focus on innovation, pricing strategies, and marketing communication to enhance consumer preference and market share.
9) References
Abesco, R. (2020). Consumer Preference and Brand Choice. Abesco Publications.
Abesco, R. (2021). Marketing Research Methods. Abesco Research Journal.