ISSN

2321-5763 (Online)
0976-495X (Print)


Author(s): Shaeril Michael Almeida, Arson Jokim D’Souza, Tenzin Dolma

Email(s): shaeril.michael.almeida@christuniversity.in , Arsonjdsouza24@gmail.com , Tenzindolma7194@gmail.com

DOI: 10.5958/2321-5763.2018.00087.2   

Address: Shaeril Michael Almeida1, Arson Jokim D’Souza2, Tenzin Dolma3 1Associate Professor, Christ University, Bengaluru, 560029, India 2,3Research Scholar, Christ University, Bengaluru, 560029, India *Corresponding Author

Published In:   Volume - 9,      Issue - 1,     Year - 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. Sports-wear 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.


Cite this article:
Shaeril Michael Almeida, Arson Jokim D’Souza, Tenzin Dolma. Brand Loyalty of Students towards Sports Accessories. Asian Journal of Management. 2018; 9(1):555-558. doi: 10.5958/2321-5763.2018.00087.2


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DOI: 10.5958/2321-5763 


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