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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 555) Last page : ( 558)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00087.2

Brand Loyalty of Students towards Sports Accessories

Almeida Shaeril Michael1,*, D'Souza Arson Jokim2,**, Dolma Tenzin2,***

1Associate Professor, Christ University, Bengaluru, 560029, India

2Research Scholar, Christ University, Bengaluru, 560029, India

*Corresponding Author E-mail: shaeril.michael.almeida@christuniversity.in

**Arsonjdsouza24@gmail.com

***Tenzindolma7194@gmail.com

Online published on 2 June, 2018.

Abstract

In today's world, sports have taken a significant position in the entertainment sector. Sports Accessories have taken this as an opportunity to diversify their product lines to reach out to a wider market of consumers. Sportswear has become a fashion statement amongst the younger generation and their loyalty towards every brand differs based on factors like design, price, brand image, etc. This study therefore, focuses on understanding the brand loyalty of the students towards sports Accessories, their buying behavior and the factors that influence these decisions. The population for this study is students in Bengaluru City and the responses have been elicited from 222 students. The responses were received through mailed questionnaires with multiple options to choose the appropriate response and Likert scale. The respondents’ data have been analyzed using statistic tools such as chi-square test, mean and standard deviation. It was found that the quality, price as well as the comfort level plays an important role in determining the brand loyalty in the sports Accessories. Also, the preferred place for having a good shopping experience was in retail stores.

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Keywords

Brand, Loyalty, Sports, Students, and Accessories.

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