축구화 소비자의 제품선택기준이 상표충성도에 미치는 영향

Abstract

This study was to analyze and approach theoretically to the variables related to the brand loyalty and the consumer`s behavior regarding soccer shoes targeting on the members of amateur soccer clubs, then was to investigate the primary factor of the selection standard influencing on the brand loyalty. 600 subjects were selected on amateur soccer clubs located in kyung-gi area by using the cluster sampling with questionnaire. With 20 exceptions caused by the lack of the reliability, only the data for 580 subjects was used, then the final data was completed through the process of tally, coding, and punching. The examining method on the questionnaire was made up of 17 questions for the general characteristics, 4 questions for the brand loyalty, and 17 questions for the selection standard. With investigating the reliability of the brand loyalty, it was Cronbach` α=.7543. With analyzing the primary factor of the selection standard was divided into 5 subordinate factors (reputation, quality, price, marketing, and purchasing convenience), the reliability of that was .6723-.8184. In order to consolidate all the variables, the analysis of reliability, the factor analysis, and frequency through the SPSS win 11.0 statistics program were used. In order to verify the main purpose of this study, the one-way ANOVA, and the multiple regression were used as well. The following conclusion was drawn through procedures which were described above. First, Through the analysis of the difference among primary factors of the selection standard depending on the general characteristics of soccer-shoes consumer, 20`s consumers have more consideration to all the factors than 30-40`s, and university(graduate) students do more than other people who is in other job categories. The well-educated people consider more the reputation, the quality and the marketing factor than the less-educated people. People in the high-income brackets consider more the quality and purchasing convenience. On the other hand, people in the low-income brackets consider more the price factor than others as well. Second, through the analysis regarding the influence of the selection standard of the soccer-shoes consumer on the brand loyalty, the subordinate factor of the selection standard influences on the brand loyalty, and the quality out of the subordinate factors is proved the most important factor. then the brand loyalty is influence by the reputation, the price. and the purchasing convenience in order.