Impact of brand loyalty on sportswear customers: a case study of Adidas.

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Acknowledgement
At first, I am really grateful to Almighty ALLAH for making this research possible for us
within restricted period time. I would like to acknowledge my sincere thanks to the
respectable supervisor who has provided inspiration to me & grant his full support to
overcome with the entire condition for submitting a successful comprehensive report. Then, I
would like to pay my cordial thanks to the Management of surveyed stores at the very outset
for affording me the best opportunity to work for this project.

I express my earnest gratitude to my representative, Mr. Monirul, who provides his kind
assistance and precious suggestion to bring out the responsibilities upon my shoulders and
gather all information from different resources in the UK.

I would like to express my special thanks to Mr. Shafi for assisting me in organizing my
project and lastly all of the friends who have provided their assistance to me directly or
indirectly all the time.

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Abstract
Brand loyalty creates long term relationship between customer and brand. The purpose of this
paper is to identify impact of brand loyalty on Adidas customers. As a sportswear brand,
Adidas requires to offer competitive marketing mix comprises of high product quality,
competitive price, attractive promotion mix, convenient environment, efficient service, strong
brand image, diversified style to customers with a view to making them satisfied and loyal.
To reveal how these factors influences customers of Adidas to get loyal, conducted a
structured survey on 100 customers in there different stores of Adidas in Stratford, London.
The survey comprises of eight sections and responses are collected in 5 point Llikert Scale.
Deductive research approach and quantitative research strategy is chosen for conducting this
research. Different statistical analysis such as percentage, mean, mean average, Cronbach’s
Alpha, ANOVA, Pearson correlation is conducted. The research found that in the British
environment there are six important factors of brand loyalty that are; name of the brand,
quality of product, price, promotion, service quality and environment influences the
customers significantly to get loyal towards Adidas sportswear.

Key words: Brand Loyalty, Customers, Adidas.

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Contents
Acknowledgement ..................................................................................................................ii
Abstract .................................................................................................................................iii
Chapter 1 Introduction ............................................................................................................... 1
Research Background ............................................................................................................. 1
Rationale of the Research:...................................................................................................... 2
Statement of the Problem ....................................................................................................... 2
Research Aim: ........................................................................................................................ 3
Research Objective:................................................................................................................ 3
Research Questions ................................................................................................................ 4
Organization Background ...................................................................................................... 4
Research Structure.................................................................................................................. 5
Chapter 2 Literature Review: ..................................................................................................... 7
Brand Loyalty......................................................................................................................... 7
Factors of Brand Loyalty...................................................................................................... 10
Brand Name ...................................................................................................................... 10
Quality of product ............................................................................................................. 11
Price .................................................................................................................................. 12
Style .................................................................................................................................. 13
Store Environment ............................................................................................................ 13
Promotion ......................................................................................................................... 14
Quality of service.............................................................................................................. 15
Hypotheses ........................................................................................................................... 15
Chapter 3 :Methodology .......................................................... Error! Bookmark not defined.
Research Approach: ............................................................................................................. 17
Research strategy: ................................................................................................................ 18
Theoretical Framework ........................................................................................................ 20
Data Collection Method: ...................................................................................................... 21
Sampling technique: ......................................................................................................... 22
The Sample ....................................................................................................................... 22
Research Instrument ............................................................................................................. 23
Data Analysis ....................................................................................................................... 24
Ethical consideration: ........................................................................................................... 24
Limitations: .......................................................................................................................... 24

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Chapter 4 Critical Analysis ...................................................................................................... 26
Product Quality .................................................................................................................... 26
Style...................................................................................................................................... 26
Brand Name.......................................................................................................................... 27
Store Environment................................................................................................................ 27
Service Quality ..................................................................................................................... 28
Promotion ............................................................................................................................. 29
Price...................................................................................................................................... 29
Cronbach’s Alpha ................................................................................................................. 33
ANOVA ............................................................................................................................... 34
Hypothesis Test .................................................................................................................... 35
Chapter 5 : Findings, Conclusion and Recommendations ....................................................... 37
Findings ................................................................................................................................ 37
Conclusion............................................................................................................................ 41
Recommendation .................................................................................................................. 42
Further research suggestions: ............................................................................................... 43
Quality aspect of this research: ............................................................................................ 43
References ................................................................................................................................ 45
Appendix 1: Survey Questionnaire .......................................................................................... 49
Appendix 2: Survey results ...................................................................................................... 55

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List of Figures and Tables

Figure 3.1: Research Approach ........................................................................................ 17

Figure 3.2: Quantitative research...................................................................................... 19
Table 1.1: Research Structure ............................................................................................. 5
Table 3.1: Quantitative vs. Qualitative research............................................................... 20
Table 3.2: Theoretical Framework ................................................................................... 20
Table 3.3: Demographic profile of the sample ................................................................. 22
Table 4.1: Responses in percentage .................................................................................. 29
Table 4.2: Ranking Factor of Brand Loyalty .................................................................... 31
Table 4.3: Reliability Analysis (Cronbach’s Alpha) of Factor of Brand Loyalty ............ 33
Table 4.4 Income Level versus Factors of Brand Loyalty ............................................... 34
Table 4.5 Races versus Factors of Brand Loyalty ............................................................ 35
Table 4.6 Significance of brand loyalty factors with brand loyalty ................................. 36

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Chapter 1 Introduction

Research Background
In every part of the world consumers always tend to choose different services and products
without knowing much about that product’s specification and the proper usage of that
product. Consumers are purchasing intentionally different brands which they haven’t used
before. In some cases, they buy without having much understanding about that new product.
Besides it is very hard to understand for every consumer about the characteristics of that new
product or service and this causes perplexity among the purchasers for obtaining information
about a new company which has entered into the market recently. For instance, it will take
huge time for the customers to understand when any new local company enters into the
market rather gaining much knowledge about the characteristics and usefulness of that
product (Ray 2003). Consumer behaviour is a comprehensive learning of knowing what
people purchase, how usually they purchase, what time consumers want to buy in addition to
most importantly why customers purchase (Kotler 1994). In this marketing study there are
different kinds of elements involved exclusively like materials from psychology, sociology,
economics, anthropology and socio psychology. This tries to observe the process of the
decision making of the buyer both individually and combined. To understand needs of the
people it studies different characteristics of every customer for example psychographics,
behavioural and demographics variables. According to Kotler, 1994 it assesses the significant
influences on the customer from different groups for example reference groups, family
friends and from the society in general. For instance when a consumer makes decision to
purchase a shoe, then they usually go first for the family decision besides its satisfaction
level, comfort, quality and price. To buy the identical product each member of the family
may don’t contain the equal attitude towards that product, different members in a family may
show different lists of choice to purchase a same thing. Therefore we see that in a similar
group of people, buyer activities can be totally not the same, (Kotler 1994). Hence the
justification of this research ensures providing an improved understanding of purchasing
performance of the sports goods consumer. The purpose of this study is to discover matters
which influence the customers to purchase sports goods of Adidas.

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Rationale of the Research:
There is relationship between customers’ satisfaction and brand loyalty. To create loyal
customer base, firm need to pay high attention on customer preference over time. A brand
need to offer competitive marketing mix that is regarded to the customers as better than
competitor competing in the same industry and that mix influences customers to get to that
particular firm. This paper will reveal how brand loyalty influences customers in sportswear
industry. Customers’ demand and preferences are highly flexible particularly in fashion
industry. Customers’ preferences also depended on social background, age, gender, income,
race and some other diameters. To understand brand loyalty, a researcher need to critically
analyse and study different customer choice related issues. By explaining those issues, a
researcher now can simplify the influence of brand loyalty on Adidas customer to different
stakeholders of the company and this research. This research will shed light on impact of
brand loyalty on sportswear customers of Adidas.

Statement of the Problem

This study mainly spotlights on different features of brand loyalty building among the
sportswear customers and how recent strategies on marketing are used in the industry of
clothing companies. Classically public relations and marketing professionals think branding
and use of mass media as a great way for increasing the visibility of brands which allow them
to show up and build loyalty among the consumers is to be said brand. According to Ross and
Harradine (2007), brand is an identifiable product, service, place or person which is
augmented in such a process that the user or buyer pick out unique added value which
relevantly equivalent with their intended need most strongly. In addition, to face the
competition the results of sustaining these added values help the firm largely.
According to the Keller brand awareness is the capacity to recognize the brand under various
circumstances. It is a combination of brand recognition and recalling the brand. Brand
awareness is very important since it enhances the chance of the brand being selected from a
set of consideration which eventually supports brand associations and to build the brand
image (Kwang-Ho et al. 2011).
Gustafsson defined that for increasing the loyalty of the customer, an extensive array of
programs should be built up and implemented exclusively. By targeting buyers' useful and
financial advantages such as different kinds of discount, mileage, coupon programs etc. are
set.

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Though these types of fidelity programs are very required but not necessarily it
simultaneously increases the multifaceted loyalty of the customer. A customized marketing
strategy that changes by each diverse type of loyalty is entirely required for increasing
customer loyalty (Kwang-Ho et al. 2011). For the sportswear customers a longer lasting
brand loyalty can be made by using a kind of grass root customer marketing in place of mass
media marketing. This paper will try to reveal how different marketing strategy of Adidas can
create more loyal customers.

Research Aim:
The aim of this paper is to analyse various factors of brand loyalty that persuade customers of
sportswear in Adidas.

Research Objective:
To develop loyal customers group, a sportswear company need to offer satisfactory
marketing mix for customers that comprises different factors such as better product quality,
enhanced service quality, comfortable store environment, attractive promotion, reputed brand
name, diversified style, competitive price etc (Yee and Sidek 2011). So, all these factors
influence customers to get loyal toward a sportswear brand. Now, the researcher intend to
identify what factors actually influences customers of Adidas to get loyal and how, with a
view to fulfilling this intention he has identified following broader objective;

 To identify and critically evaluate factors influencing brand loyalty in sportswear

company particularly brand loyalty of Adidas customers
 To identify and critically evaluate relationship between price and brand loyalty in
Adidas
 To identify and critically evaluate relationship between product quality and brand
loyalty in Adidas
 To identify and critically evaluate relationship between brand image and brand quality
in Adidas
 To identify and critically evaluate relationship between promotion and brand loyalty
in Adidas
 To indentify and critically evaluate relationship between service quality and brand
loyalty in Adidas
 To indentify and critically evaluate relationship between store environment and brand
loyalty in Adidas

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  To indentify and critically evaluate relationship between style and brand loyalty in
Adidas
 To recommend strategy to improve brand loyalty in Adidas.

Research Questions
Following are the research question of this paper;
 What are the factors influencing brand loyalty in sportswear company particularly
brand loyalty of Adidas customers?
 What is the relationship between price and brand loyalty in Adidas?
 What is the relationship between product quality and brand loyalty in Adidas?
 What is the relationship between brand image and brand quality in Adidas?
 What is the between promotion and brand loyalty in Adidas?
 What is the relationship between service quality and brand loyalty in Adidas?
 What is the relationship between store environment and brand loyalty in Adidas?
 What is the relationship between style and brand loyalty in Adidas?
 What are recommended strategies to improve brand loyalty in Adidas?

Organization Background
Adidas is one of the largest and very popular sports brands in all over the world. After the
Nike Company, Adidas ranks second in the sports products. Adidas is manufacturing a large
variety of sporting equipments, shoes and apparels and numerous types of sports products.
Adidas is a German multinational company based in Herzogenaurach, Bavaria, Germany.
Adidas wants to help everyone play better from famous athletes to school kids. This company
sells these items in more than 170 countries directly. On December 31, 2012 the Adidas
group employed 46,306 people, every year this company is getting a big turnover which
amounts near about 6 billion Euros. From this data we can easily understand that it is one of
the biggest, dependable and most exclusive companies in the world. The Adidas company’s
history is very unusual and unpredictable. No one could even picture that it will reach such
heights during the time of its formation. At the beginning, it was opened by two brothers
Adolf Dassler and Rudolf Dassler. Formerly it was a shoe factory in Germany. After the end
of World War II, in 1947, 2 brothers became separated and a new company came which

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became known to all over the world. Adolf named it Adidas which is a abbreviation of Adi
Dasler and his brother Rudolf Dassler also opened a company which is now also eminent and
named it Puma. Both of these two companies became very popular and had a everlasting
rivalry in the sportswear market. Adidas has a unique emblem which is three parallel strips.
In the past, it produced only footwear and sneakers and now it produces an array of sporting
goods such as track suits, different accessories and many more. Products which are seen by
this cool logo are always characterized by best quality, practicality and reliability because this
Company issues warrant for every product’s model.
Though things produced by this company are trendy and stylish but most importantly they are
valued for their functional factor. There are many prominent athletes who use the products of
Adidas Company because the commodities that Adidas produce are some of the finest in this
world. Celebrated people who choose the Adidas: Muhammed Ali, David Beckham, Michel
Platini , Zinedine Zidane, Stefan Edberg, Steffi Graf, Joe Frazier, Gunda Swann. Adidas has
its own slogan which is- "Impossible is possible". Like their motto this company has made
possible lots of unthinkable events with its triumphant march and which has changed the
fortune of many people.

Research Structure

Table 1.1: Research Structure

Chapter Name Description
Introduction This chapter provides a brief description and outline of the
research. Under this chapter researcher described background of
the research, rationale of the research, statement of the problem,
research aim, objectives, questions, organization background
and research structure.
Literature review This chapter provides insight about brand loyalty and factors of
brand loyalty. Based on theory derived after critical review of
literature, researcher developed hypothesis at the end of this
chapter.
Methodology This chapter deals with the methods chosen to conducts the
whole research. This chapter includes, research approach,

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 research strategy, theoretical framework, data collection
method, research instrument, data analysis, ethical
consideration, and limitations of research.
Analysis This chapter analysed data as per result obtained from survey
data. Percentage, mean, mean average, C’Alpha, ANOVA,
Pearson correction are presented in different tables and analyses
critically.
Findings & Conclusion This part provides insight about findings of analysis as well as
conclusion, recommendation, further research scope and quality
aspect of this paper.

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Chapter 2 Literature Review:
In UK, sportswear brands like Umbro, Puma, Reebok, Nike, Fila and Adida are popular to
sportswear customers. Young people take Sportswear as a general and popular category
because it is identified by them with a greater flexibility, comfort and more relaxed lifestyle.
Manufacturers such as Adidas and Nike started expanding their business definitely in the
Asia to achieve higher sales volume for their products.
Lot of companies tries to increase brand loyalty among their customers particularly in
sportswear industry. Brand loyalty is defined as a customer’s careful or careless decision
which is represented by the willingness or attitude of repurchasing continuously a definite
brand. The final goal of marketing is popularly known as brand loyalty (Sasser and
Reichheld, 1990). Brand loyalty suggests a customer’s pledge of repurchasing the product of
the brand through repeatedly purchasing a service or a product and positive attitudes like
promising word from them. This suggests that the repeated purchase decision is greatly
dependent on performance quality of the product or service and trust (Holbrook and
Chaudhuri, 2001).

Brand Loyalty
Brand loyalty has many operational definitions. Normally, brand loyalty is defined as how
strong customer’s preference is towards a brand comparing to similar options available in the
market. This is often determined based on price volatility or repeat purchase behavior
(Brandchannel.com, 2006). Anyway, according to Kasper and Bloemer (1995) actual brand
loyalty have six necessary factors that are: 1) the non-random (that is biased); 2) behavioral
expression or purchase; 3) over time response; 4) decision-making units; 5) out of a set of
such brands the comparison of comparing to one or more alternative brands; and (6) a
function of psychological processes
When customers have a high relative attitude toward the brand the actual brand loyalty exists
that is and repurchase behavior show that. Firms can consider This kind of loyalty is a great
asset for firms because of customer’s willingness to pay higher prices, less cost of serving
and opportunity of bringing new customers to the firm (Sasser and Reichheld, 1990). Brand
loyal customers do not try any kind of evaluated approaches, the known brand is simply

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chosen by them in terms of some positive evaluations about it. Experience of past with the
certain brand under consideration stems this overall positive evaluation on the brand.
According to Amine (1998) in her literature brand loyalty can be described by two main
approaches: first one is behavioral, that tells that the repurchasing a brand by a customer over
time indicates loyalty of them; second perspective is the perspective from attitude that
supposes that a necessary condition of brand loyalty is consistent buying but it is not enough
to prove ‘authentic’ brand loyalty. It should be supported by a favorable attitude towards the
brand that ensures that the further continuation of this behavior.
Therefore, brand loyalty is a function of attitude as well as behavior. A customer’s preference
to purchase a particular brand within available alternative product category is defined as
brand loyalty. It occurs when customers understand that at the right price the brand proposes
the right level of quality or image, product features. This idea is the fundamental of new
purchasing habits. Primarily, a trial product of the brand will be purchased by customers after
that when the purchase is satisfactory to the customers, they form habits to repurchase that
brand continuously as the product seems safe and familiar.
In line with Jacoby and Kyner (1973), there are differences in the middle of recurrence
behaviour of purchasing and loyalty towards brand. According to them, the set of six
essential as well as mutually satisfactory conditions can be defined as brand loyalty. They
explained the combination of six factors i.e. non-random, behavioural reaction, expression
over time, some unit’s decision making process, in comparison to some other brands and
finally is the function regarding the psychological (evaluation, decision making etc.)
procedures. They added that statements of inclination or else aim of buying i.e. verbal reports
of loyalty are not enough to explain loyalty. In order to consider brand loyalty, verbal reports
must be pooled with the customers’ loyal behaviour of purchasing. This article provides me a
broad meaning of brand loyalty applicable in the work place and hence, the article is very
much crucial to this research.
In accordance with Tucker (1964), to know details about brand loyalty, one must consider the
way it has been developed. He further said that in terms of branded products, brand loyalty is
regarded as the biased purchasing behaviour. He also has made an exciting aspect that he
points to the Psychology Theory which says that one might learn of loving what he selects as
instantly he might learn of choosing what he loves. Tucker argued that regardless of any
special differences among the various brands, some customers will get more loyal to any
specific brand. Even if the products of various brands are same, they will also continue
choosing products from a certain brand. These happenings are more common in case of
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sportswear industry. If two sportswear stores serve the same sportswear, people will get more
loyal to any of the brands due to the connection made between them and the brand.
On the other hand, in line with Fournier (1998), factors leading towards durability as well as
stability of the relationship between consumers and the brand/s over time period. She
investigated that the six factors lead towards maintaining a strong brand relationship. These
six factors are: self-connection, passion and love, commitment, interdependence, brand
partner quality and finally, intimacy. Fournier also revealed that through significant brand as
well as actions of consumers, the quality brand relationship can be evolved. Hence, the
reciprocity principal is applicable in case of quality brand relationship. This principal is
applicable in case of all other relationships. The essence of reciprocity principal is that if
someone treats the brand well by the way of becoming loyal to that brand, then the brand will
also repeat it by becoming faithful to its customers. This notion is also related with the
example of sportswear industry. In sportswear industry, customers get loyal to the specific
sportswear stores as they mean that store will behave them well by becoming available when
their customers need them and by providing more personalized coffee.
One process relates that the experts of marketing are using specification of loyalty by market
segmentation for a specific product/service. Market segmentation is the procedure in which
marketing experts divide the whole market into various segments depending on the apparent
quality of product/service as well as cost. After that, the experts habitats various kinds of
customers into each of the segment of products they will buy most. This tool is very much
effective for the companies which aim at the advertising of their products to a specific
consumer group.
Bucklin (1995) used a process presenting the segmentation which is precise to a solo brand at
the time instead of the categories. The models apprehend marketing actions i.e. promotion,
price or advertising. The assumption of the model is that the market reaction is followed by a
curve shaping “S”. For instance, the response of a household toward a change in price in case
of a strongly favored brand will be small. Hence, this event will be taken place in the in the
steeper middle portion of the market response curve. However, Y desired brand will be
higher and this will place it on flatter part of the response curve. The non-linear portion
reveals the sensitivity of brand specified prices for the individual household. By using all the
information gathered from their model, they were capable for creating brand specified
segments in the market through the way of making groups of the households having same
reaction to the price changes. The result of the study is relevant for all categorized brands and
this permits managers for obtaining the eye view of the brand regarding their competition as
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well as product. The study should permit managers assessing the opportunities to target
various groups of customers. However, the study is specifically relevant with my research as
the products they used was ground coffee as well as that could help to look at the customer
response towards marketing activity in the industry of specialty coffee.
Another study was conducted by Starr and Rubinson (1978) in this regard. They revealed that
brands having high repeat rate must possess higher percentage of shares approaching from
loyal customers. Again, brand having a high repeat rate must possess low price elasticity in
terms of demand. Another result was also found that brands are very much substitutable
which can be measured through high switching rate in comparison to the market share of
substitutable brands.

Again, a unique model was used by Hamer and Muniz (2001) for studying oppositional
behavior of brand loyalty in the social environments. The researchers used newsgroups of
Usenet the function of which was similar to electronic bulletin boards for tracking people’s
saying regarding their preferred brand/s and also regarding the competing brand/s. they got
oppositional loyalty is revealed in two ways mainly. In the first case, customers will outline
their preferred product categories by what they consumed and did not consume. In the second
case, customers will reveal their disagreement towards the competing brand/s as well as start
playful competitions with the consumers of competing brand/s. in many cases; the second one
is followed by the first one. Therefore, the study reflects the fact that some of the customers
develop a portion of the meaning of the brand as well as their distinctiveness from the
opposition towards competing brand/s. this article will focus on the instances of sportswear.

Factors of Brand Loyalty

Customers’ brand loyalty towards particular sportswear brands is influenced by seven factors
(Lau et al. 2006). The factors includes: name of brand, quality of product, style, price,
environment of store, promotional activities and quality of service.

Brand Name
Popular brand names can propagate higher recall of advertised benefits and more product
benefits than brand names which are not popular (Keller, 2003). Alternatives are available
and different unfamiliar brand names in the market. Major famous brand names are trusted by
customers. Customers are attracted by famous brand images and brand names that lead them
to purchase repeatedly the brand and reduce switching behaviors related to price (Foster and
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Cadogan, 2000). Again, links to the brand’s self-representing utilities of differentiation are
given by brand personality. This is crucial for brands that are consumed in a social setting
and have minor physical differences where a visible image is created about the customer by
brand itself.
In contrast, to facilitate customer recognition, fashion press and fashion magazines reinforce
better pictures and describe the designer’s collections to the total extent (Colborne, 1996).
Generally customers have ability to evaluate every product and brand name attributed
(Keller, 2003). Undoubtedly, this information is mandatory for marketing managers for
taking information based decisions about differential advantages, repositioning of product
and positioning of product.
A brand identity development and creation of an image and is called brand name which is a
costly and time killing process (Thakor and Kohli, 1997). A mandatory part of the process is
brand name development
A brand’s image is based on its name. Brand name is important for the firm to accelerate
repeat purchasing habit and encourage customers about purchasing the product. An overall
perspective tends customers to perceive the product related to the brand name when all the
satisfaction and attributes experienced by the buying and using the product.

Quality of product
Quality of product includes the functions and features of a service or product that carries on
its capability to satisfy implied or stated needs. In other sense, or ‘conformance to
requirement” or “fitness for use” define the product quality (Russell and Taylor, 2006).
Depending on the touchable quality of the product sold, customers can switch among
different brands or repeatedly purchase from single brands. According to Frings (2005), the
elements of quality of product of fashion products consist of measurement of size, fitting or
cutting, the performance of the product, color, material and function. Fitting is an important
thing in garment selection because the customers’ general appearance is ideally increased by
some fitted garments such as aerobic wear and swimsuit.
As material affects the texture, hand feel as well as different performance factors of the
product is important in quality of product. Again, color is related to personality by customers
and they can reject or select a fashion for color. When the color doesn’t attract them and fade
their own color, the fashion will be rejected by them. (Frings, 2005).

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Quick-dry, waterproof, breathable, lightweight, odor-resistance and antimicrobial and lastly
durability are included in functional attributes in sportswear. For example, some customers
wear sportswear for leisure and sports and some for heavy work, as a lot of movement is
needed, while in purchasing sportswear durability is also an important factor (Garvin, 1988).

Quality consciousness or Perfectionist is one kind of demand for and awareness of high
quality products, as well as the need of makeing the perfect or best choice instead of
purchasing the first available brand or product (Kendall and Sproles, 1986). Therefore quality
related characteristics are also performance related.

Price
Customer consider price as the most important factor (Cadogan and Foster 2000). As
customers who are highly brand loyal are ready to pay a additional price for their favourite
brand, price can not affect their purchase intention easily.
According to Evans et al 1996 and Keller, 2003, as customers strongly trust in the value and
price of their preferred brands, they would not evaluate and compare prices with other
available brands. By comparing price with values and incurred costs customers can build
satisfaction. If the projected utilities of the product are more than cost, this is seen that
customers would buy the product.
For avoiding the risk of any change it is favorable to loyal customers to pay a higher price
and they wish to pay higher price in exchange of the perceived high risk (Yoon and Kim,
2000). Basically, loyal customers are made more tolerant to price by service loyalty created
by long-term service loyalty, therefore loyal customers are discouraged from comparing price
with other products by shopping here and there. According to De Ruyter et al., 1999, price is
becoming a center point in customers’ assessments of value offering increasingly along with
their overall judgment of the retailer.

Customer’s choice and incidence of purchase are significantly influenced by price (Bucklin et
al. 1998). He emphasized that households buy products earlier than needed and switch brands
because of discount pricing. Price is explained as compensation for something and quantity of
payment. It implies that price is an exchange ratio among products that is paid for one

12
another. Value positioning of companies or product is also reached to the market by price. At
the lowest price finding the best value choice or buying at sale prices is defined as Price
consciousness (Kendall and Sproles, 1986). Moreover, before deciding on the retail price
attractiveness, generally customers estimate market price against an internal perceived price.

Style
Style can be described as visual outlook including line, silhouette and other details by which
customer’s perception is affected to the brand (Frings, 2005). Style is a created list of
clothing approaches that is and has been collected (Littrell and Abraham, 1995).
Customers’ evaluation relies on the customers’ level of fashion awareness, so condition of
judgment is their opinion of what is fashionable currently. Fashion conscious and loyal
customers are attracted by brands that supply stylish sportswear. Fashion followers and
leaders generally buy and repeatedly continue to purchase highly fashionable fashion
garments in stores. They and their ego achieve satisfaction by wearing the latest style and
fashion.
Duff (1999) conducted a research that investigated women’s sportswear’s niche market, the
findings presented that sportswear purchasers getting more careful about fashion and more
stylish products were more demanded; additionally customers like to wear different attires in
different occasions.

Generally consciousness of fashion is described as an consciousness about new styles,

attractive styling and fashion change, along with the willingness to purchase anything trendy
and exciting (Sproles and Kendall, 1986).

Store Environment
According to Omar (1999), store longevity and retail marketing success is dependent on the
store environment most significantly. Brand loyalty is affected by favorable approaches of
the store which includes in-store stimuli, layout of store and location of store to some extent.
Number of outlets and store location are important in changing customer pattern of buying.
Highly accessible store and satisfactory service to customers can create loyal customers
(Evans et al., 1996). Therefore, customer’s decision making is influenced by a store’s
atmosphere which is one of the factors.
The incitement in the store, like the characteristic of other salespeople and shoppers colors,
signs, displays, merchandise and shelf space, store layout, noises, temperature and smells
affect customers and provide as elements of apparel attributes ( Littrell and Abraham, 1995),
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alternatively, customer’s satisfaction with the brand and decision making is affected by it
(Evans et al., 1996). On the contrary, attitudes and behavior is affected by the background
music that is played in the stores (Milliman, 1982). Higher sales volume is leaded by The
slow-beat musical selection as customers spend more money and time in a supporting
atmosphere.

Having loyal customers has many benefits to the retailers. Loyalty of customers can produce
a positive operating expense benefit for retailers (Huddleston et al.2004). Moreover, they
emphasized that the expense of collecting new customers is five times to six times higher
than retaining present customers. Customers who are loyal creates low expense for retailers
comparing to generating new customer, can enhance their spending of purchase, they have
customer longevity and price premiums are acceptable to them. Research done by Chang and
Lin (2003) expressed that purchasing behavior is significantly affected by the channel
convenience of the brands. This indicates that while purchasing low involvement products the
how accessible the product/brand in the store is crucial. Customers will rather choose another
brand instead of going another store only for finding the product of the brand.

Promotion
Promotion is a kind of communication with customers which is a marketing mix component.
The use of sales promotions, advertising, publicity and personal selling is included in
promotion. According to Evans et al., 1996, definition of advertising is an impersonal
information representation in mass media regarding a product, store, company or brand.
Customers’ beliefs, attitudes and images to brands and products are greatly affected and their
buying behavior is influenced by it . Promotion, especially by advertising, can assist setting
perceptions or ideas in the customers’ minds and assist distinguishing products among other
brand’s products.
A significant element of a firm’s marketing strategy is known as promotion (Rowley 1998).
With respect to offered products promotion is a way of communicating with customers, and it
is used to encourage sales or purchase of a service or product also. Most of the companies use
tools of sales promotion to advocate public relation and advertising activities. They are
focused to customers as ultimate users. She also claimed that one of the vital components of
the marketing mix is promotion which includes marketing directly, advertising; personal

14
selling, sales promotion; sponsorship, publicity and public relations that has a vital role in
determining market success and profitability.

Quality of service
In which customers’ expectations is corresponded and that satisfies their requirements and
needs is defined as quality of service (Gronroos, 1990). One type of personal selling is
quality of service that involves direct communication between potential buyers and
salespeople. When customers are assured of definite privileges of service and like the
provided service, they like to shop at certain stores.
The effect of customer-salespeople relationships usually result to long lasting introduction of
customers to the brand or store. Belief in salesperson seems to link with total concept of the
service quality of the store, as a result, customers being totally satisfied with the stores lastly.
Moreover, customers’ evaluation of service and experience, and ultimately customer’s brand
loyalty is affected by personalization that includes, responsiveness, personalization, tangibles
and reliability significantly ( Leung and To, 2001).
There are three dimensions of the service quality of as customers perceive technical or
outcome dimension, image and functional or process dimension (Gronroos 1990). Again,
according to Allaway and Richard (1993) only using functional quality attributes to describe
or forecast customers’ behavior may have low predictive validity and be a misspecification of
quality of service.

Hypotheses
This paper intends to critically analyze factors that influence sportswear customer brand
loyalty towards a specific brand. The following hypotheses are consequent on the basis of
factors that influence brand loyalty.
H1: There is positive and significant correlation between brand loyalty and product quality on
sportswear consumer.
H2: There is positive and significant correlation between brand loyalty and style on
sportswear consumer.
H3: There is positive and significant correlation between brand loyalty and brand name on
sportswear consumer.
H4: There is positive and significant correlation between brand loyalty and store environment
on sportswear consumer.
H5: There is positive and significant correlation between brand loyalty and service quality on
sportswear consumer.
15
H6: There is positive and significant correlation between brand loyalty and promotion on
sportswear consumer.
H7: There is positive and significant correlation between brand loyalty and price on
sportswear consumer.

16
Chapter 3 : Methodology
In this study different criteria and guidelines of logical research methodology has been
maintained. In this chapter of this paper we will demonstrate the precise methodology that
was followed to facilitate this research ahead.

Research Approach:
In this stage of a research paper we have to make decision what are basis of chosen theory
which may be found either by learning or included in that specific literature. Here we can
follow a inductive approach or deductive approach. In an inductive approach one needs to
gather data, then scrutinize it and lastly develop a proper theory based on the outcome of the
analyzed data. In a deductive approach one need to develop a hypothesis from the relevant
theory and develops analysis strategies for testing the hypothesis in order to accept otherwise
to refuse it. (Saunders et al. 2009, page: 124).

Figure 3.1: Research Approach

Source: Bryman & Bell (2007).

This paper has chosen deductive approach as it firstly builds up hypothesis from a recognized
theory, secondly expresses the hypothesis in prepared terms, thirdly conducts hypothesis

17
testing, next analyses the specific results of that inquiry and finally confirmed targeted theory
on the basis of the findings or results of the test. Here highly structured methodology has
been made to support imitation for making high level of reliable guarantee to follow
deductive approach.

Research strategy:
Bryman & Bell defined research strategy as a general orientation to the performance of
conducting a business research. There are mainly two different types of research strategy
which are quantitative and qualitative research. Both qualitative and quantitative researches
are diverse from each other not only on the basis of ontological and epistemological
foundations but also on the basis of quantification and measurement of the results (Bryman &
Bell 2007, page- 28).

Quantitative research:

Quantitative research is generally exercised in deductive approach. The aim of the

quantitative study is to do a test of a hypothesis for establishing a theory. The result of
quantitative research analysis is mostly in numbers and quantify. One more characteristic of
this kind of research is sample size is extremely large here. In quantitative research there is a
very low level of chances of biasness in the explanation from the researchers since here
statistical methods are used largely for analyzing the results.

18
Figure 3.2: Quantitative research

Source: Bryman & Bell (2007)

This paper is quantitative research for total 11 reasons which include everything from theory
building to the last step of writing the findings and conclusions.

Qualitative research:

Qualitative research is totally the opposite picture of the quantitative research in nearly every
aspect of comparison. In inductive research we mostly use qualitative method where on the
basis of research observation we try to generate a theory, (Bryman & Bell 2007, page: 28).

19
Table 3.1: Quantitative vs. Qualitative research

Source: (Hulley et al. 2007)

This study has used quantitative research rather qualitative research. This research mainly
focuses with numbers in addition to comprehensive use of ratios to calculate as well as
explore these figures along with numbers. Researcher has selected deductive approach that is
directly related with quantitative research strategy and in previous section researcher has
argued behind its selection. Researcher has selected this strategy keeping in mind the research
questions and objectives.

Theoretical Framework
Theoretical framework of a study is based on secondary data. Theoretical framework is
designed base on literature reviewed that provide full insight in understanding of research
questions and solving them (Collis & Hussey 2009). The theoretical frame work of this
research is as follows

Table 3.2: Theoretical Framework

Diameter Description
Price Price is the money spent to purchase a product. When a customer gets
loyal to specific product, price does not obstruct him to purchase but to
create loyal customer a brand need to offer quality product providing
superior value for money.
Promotion Promotion is attracting customers towards a product using different
media of promotion. Attracting advertisement and attractive window
display in store promote a customer to purchase sportswear.

20
Style Visual appearance of a produce that creates affection to customers
influencing him to purchase is termed as style. In case of fashion brand,
different trendy, fashionable and flexible style with exclusive attributes
that suits best with consumers’ look are significant features of styles that
results in brand loyalty toward a particular fashion brand.
Service quality Service quality refers to that service which meets customer need and
satisfies them. For providing quality service that create loyal customers,
Sportswear brand need to train sales personnel well who should be eager
to help customers, should be polite and friendly, should pose sober
appearance.
Store Store environment internal is layout of stores and facilities offered by an
environment entity that help to make customers to become loyal towards specific
brand. Store location, number of stores, interior design and look, and in-
store stimuli are significant components of store environment
influencing brand loyalty.
Product quality Product quality is features and attributes of a product or service that has
the ability to satisfy customers’ requirement. Product quality that
affects brand loyalty of Adidas customers includes durability and
performance of fabrics, colour, size, cutting, finishing, functional
quality, and comfort features of sportswear.
Brand name Brand name is the establishment and nourishment of identity, image,
and quality over the long period of time. Attributes of brand name in
case of Adidas sportswear includes good reputation, attractive brand
image, representation of personality and aristocracy and offering high
quality products at high price griping economics of scales that
ultimately results in brand loyalty.

Data Collection Method:

Data is called the foundation of information from where researchers try to find required
information for answering the questions mentioned in the research (Rubin, R.B. et al. 2010).
To collect pertinent information researchers use mainly primary and secondary sources of
data. Primary data is collected or perceived straight from the first time experience. This

21
researcher collected primary data from structured survey with customers of Adidas who were
briefed on the purpose of the study. To collect secondary data researcher has gone through
books, articles, journals, and exclusive web-based data.

Sampling technique:
Sample is a subset of total population which is selected for representing the whole population
with the help of statistical inference and making judgment from the entire population on the
basis of that chosen sample. There are mainly two types of approaches for sampling the first
one is probability and the other one is non probability approach (Bryman & Bell 2007, page:
182).

In the probability sampling approach every unit of population has the equivalent possibility
of being chosen which are included in the sample and their possibility of selection is always
greater than zero. This sampling approach eliminates any types of biasness in the sample
selection process and diminishes the chance of sampling error. In non probability sampling
approach possibility of choice of elements is not recognized and some population elements
have no probability of being selected as a sample of that population (Swisher 2010). This
researcher used simple random sampling because this sampling is most representative of total
population where everyone of the population has equal chance of selection.

The Sample
Respondents are comprises of multiple ethnicity, namely British, other European, Chinese,
Indian and USA, who were selected from three stores located in Stratford, London UK. These
stores were selected because those were larger stores in this district compared to other stress.
Sample size is 100 respondents including both man and woman. The survey is conduction
over time frame of 15 days and researcher went personally to targeted respondents in
different three targeted location. 100 sets of survey questionnaires were distributed among
respondents in Stratford, London UK and data is collected in Likert Scale. The demographic
profile of all respondents is presented in table 3.2.

Table 3.3: Demographic profile of the sample

Diameters Range Valid Respondents Percentage
Gender Male: 65 65.0
Female: 35 35.0
Races British 35 35.0

22
 Other European 24 24.0
Indian 16 16.0
Chinese 12 12.0
USA 13 13.0
Age 18-22: 28 28.0
23-27: 51 51.0
28-32: 12 12.0
32 and above: 9 9.0
Educational qualification Bellow High School 14 14.0
High School/College 21 21.0
Undergraduate 36 36.0
Postgraduate 23 23.0
PhD: 6 6.0
Income: £10,000 and bellow 45 45.0
£10,001-15,000 20 20.0
£15,001- 20000 21 21.0
£20,001-25,000 9 9.0
£25,001 and above 5 5.0

Remark: Total sample size N=100

The structure of the questionnaire is clear, easy to understand, and straightforward to ensure
that the respondents could answer the questions with ease.

Research Instrument
A research instrument is tools that are used to measure a given phenomenon. Interview,
survey, paper and pencil tests are the examples of research instrument. This researcher uses
survey research tool to measure the impact of brand loyalty on customer of Adidas. A self-
administered questionnaire in English was developed and divided into eight sections: product
quality, price, promotion, service quality, store environment, style, brand name and
demographic characteristics.

23
Data Analysis

Descriptive analysis is used to analyze the background as well as the respondents’ profiles
pertaining to their evaluation of brand loyalty. The common measures such as the total, mean,
frequency and percentage are used to analyze the data gathered through the questionnaires.
Frequencies such as mean and percentage analysis were used to obtain the factors that
influenced respondents’ brand loyalty.
ANOVA is an appropriate test for hypothesis testing when there are more than two groups
measured on an interval scale. In this study, ANOVA is used to determine whether there is
any significant relationship between independent variables (brand name, product quality,
price, style, promotion, service quality and store environment) and income and race of the
respondents. One-way ANOVA is a single-factor, fixed-effects model to compare the effects
of one factor (Malhotra, 2007). This means that One-way ANOVA is used to determine the
variability of the sample values by looking at how much the observation within each group
varies as well as how much the group means varies.
Pearson Correlation was seen as appropriate to analyse the relationship between the two
variables which were interval-scaled and ratio-scaled. Furthermore, correlation coefficients
reveal magnitude and direction of relationships which are suitable for hypothesis testing
(Malhotra, 2007). The researcher used Pearson correlation to test seven independent variables
(brand name, product quality, price, style, promotion, service quality and store environment)
that influenced consumer brand loyalty and to test if a relationship existed between the
independent and dependent variables.

Ethical consideration:
The researcher ensures that human participant this research will not be harmed
psychologically or physically. Participants in this research are voluntary and subject and
purpose of the research are informed to them. The researcher has not any intention to
misinterpret responses collected from participants. The researcher will also secure
participants privacy and confidentiality.

Limitations:
Major limitation of this paper is that results of this paper are based on responses collected
from survey on customers and analysis and findings will be based on customers’ opinion
what may differ from management point of view. This researcher assumes that respondents
24
answered accurately and correctly. Survey uses five points Likert scale to record customers’
opinion that is not absolute measure of human feelings but only a comparative measure. This
paper has chosen sample of 100 responses because of time limitation and cost effectiveness
though researcher intended to survey higher reflective sample of the population. There is
words limit too.

25
Chapter 4 Critical Analysis

This chapter analyses data collected from sample survey on customers. For analysing data
different data analysis tools such as percentage, mean, mean average, Cronbach’s Alpha,
ANOVA, Pearson correlation are used based on methodology has just developed.

Product Quality
Product quality indicates features and attributes of a product and service that has the ability to
satisfy customer needs. Product quality that affects brand loyalty of Adidas customers
includes durability and performance of fabrics, colour, size, cutting, finishing, functional
quality, and comfort features of sportswear. Respondents, profile of survey in percentage
indicates that 33% customer scored 5 (Strongly agree) regarding that Adidas products last
longer compared to other brands, 35% scored 4 (Agree), 20% scored 3 (Neutral) and rest
expressed negative opinion. Consumers’ profile of survey in parentage shows that 36%
consumer scored 5(strongly agree) regarding that the materials used by Adidas are
comfortable, 33%scored 4(agree), 19% scored 3 (Neutral) and 12% opine negatively about
comfortable. Clients, profile of survey in percentage indicates that 34% consumer scored 5
(strongly agree) regarding that Adidas has products of diverse colour,32% scored 4 (agree),
20% scored 3 (Neutral) and 14% express in negative word. Final consumers, profile of survey
in percentage indicates that 34% consumer scored 5 (strongly agree) regarding that the
products of Adidas have good functional quality, 32% scored 4 (agree), 20% scored 3
(Neutral) and others response negatively.

Style
Style is visual appearance of a produce that creates affection to customers resulting in
purchasing decision. In case of fashion brand, different trendy, fashionable and flexible style
with exclusive attributes that suits best with consumers’ look are significant features of styles
that results in brand loyalty toward a particular fashion brand. Ultimate users’ profile of
survey in percentage indicates that 34% consumer scored 5 (strongly agree) regarding that
The Adidas has different styles, 31% scored 4 (agree), 22% scored 3 (Neutral) and 14%
express negatively. Ultimate Clients, profile of survey in percentage indicates that 36%
consumer scored 5 (strongly agree) regarding that Product styles of Adidas do suit me well,
33% scored 4 (agree), 17% scored 3 (Neutral) and express negatively like 14%. Final Clients’
profile of survey in percentage indicates that 32% consumer scored 5 (strongly agree)
regarding that Product styles of Adidas have exclusive attributes,31% scored 4 (agree), 22%
26
scored 3 (Neutral) and not express positively like 15%. Final consumers’ profile of survey in
percentage indicates that 32% consumer scored 5 (strongly agree) about that Product styles of
Adidas are trendy and fashionable,32% scored 4 (agree), 20% scored 3 (Neutral) and not
opines positively like 16%.

Brand Name
Brand name is the development and nourishment of identity, image, and quality over the long
period of time. Attributes of brand name in case of Adidas sportswear includes good
reputation, attractive brand image, representation of personality and aristocracy and offering
high quality products at high price griping economics of scales that ultimately results in brand
loyalty. Final respondents, profile of survey in percentage indicates that 30% customer scored
5 (Strongly agree) regarding that Adidas is a well reputed brand, 33% scored 4 (Agree), 23%
scored 3 (Neutral) and others like 14%expresse negatively. Ultimate respondents, profile of
survey in percentage indicates that 31% customer scored 5 (Strongly agree) regarding that the
brand Image of Adidas encourages me to purchase, 35% scored 4 (Agree), 22% scored 3
(Neutral) and rest like 12%expresse negatively. Users, profile of survey in percentage
indicates that 24% customer scored 5 (Strongly agree) regarding that I do choose Adidas
regardless of price, 29% scored 4 (Agree), 25% scored 3 (Neutral) and others not express
positively like 22%. Respondents’ profile of survey in percentage indicates that 29%
customer scored 5 (Strongly agree) regarding that Adidas represents my own aristocracy and
personality, 32% scored 4 (Agree), 21% scored 3 (Neutral) and rest of them like 18% express
negative opinion.

Store Environment
Store environment implies the surroundings of building and facilities offered by an entity
which creates loyalty towards a specific brand. Store location, number of stores, interior
design and look, and in-store stimuli are significant components of store environment
influencing brand loyalty. Respondents customers, profile of survey in percentage indicates
that 29% customer scored 5 (Strongly agree) regarding that Adidas stores located at

27
convenience places, 33% scored 4 (Agree), 24% scored 3 (Neutral) and rest of them like 14%
not expressed positive words. Respondents users, profile of survey in percentage indicates
that 33% customer scored 5 (Strongly agree) regarding that Outlets of Adidas are sufficient,
33% scored 4 (Agree), 17% scored 3 (Neutral) and 17% not expressed positive opinions.
Finally, respondents’ profile of survey in percentage indicates that 28% customer scored 5
(Strongly agree) regarding that interior exhibit of Adidas stores are nice-looking, 30% scored
4 (Agree), 19% scored 3 (Neutral) and rest of the respondents like 23% express negative
words. Respondents customers, profile of survey in percentage indicates that 26% customer
scored 5 (Strongly agree) regarding that Colour and music inside Adidas outlets are
attractive, 27% scored 4 (Agree), 22% scored 3 (Neutral) and rest people like 25% express
negatively.

Service Quality
Service quality refers to that service which is in line with customer expectations and that
satisfies customer’s required demand. For providing quality service that create loyal
customers, Sportswear brand need to train sales personnel well who should be eager to help
customers, should be polite and friendly, should pose sober appearance. Final respondents
customers, profile of survey in percentage indicates that 30% customer scored 5 (Strongly
agree) regarding that Salesperson in Adidas stores is trained well, 32% scored 4 (Agree), 18%
scored 3 (Neutral) and rest Respondents customers like 20% not express positively in their
opinions. Ultimate respondents customers, profile of survey in percentage indicates that 28%
customer scored 5 (Strongly agree) regarding that Salesperson in Adidas stores is eager to
help, 29% scored 4 (Agree), 20% scored 3 (Neutral) and rest Ultimate respondents customers
like 23% say negatively in their opinions when survey. Final respondent Users, profile of
survey in percentage indicates that 28% customer scored 5 (Strongly agree) regarding that
Salesperson in Adidas stores is polite and friendly, 30% scored 4 (Agree), 18% scored 3
(Neutral) and others like 24%not express positively in their opinion while surveying. Finally
respondents’ clients, profile of survey in percentage indicates that 27% customer scores 5
(Strongly agree) regarding that Salesperson in Adidas stores shows sober appearance, 28%
scored 4 (Agree), 19% scored 3 (Neutral) and other respondents express negative comment in
their opinions.

28
Promotion
Promotion is marketing communication mix that referred as communication with customer
through push or pull marketing. Attracting advertisement and attractive window display in
store promote a customer to purchase after that (s)/he becomes loyal if (s)/he gets satisfied.
Clients’ profile of survey in percentage indicates that 29% consumer scored 5 (strongly
agree) regarding that Advertisements of Adidas are attractive,31% scored 4 (agree), 19%
scored 3 (Neutral) and rest 21% respondents express in negative words in their opinions.
Respondents’ profile of survey in parentage shows that 28% consumer scored 5(strongly
agree) regarding that advertisements of Adidas promote me to purchase,30%scored 4(agree),
20% scored 3 (Neutral) and 22% opines negatively in their speech about advertisements of
Adidas promote me to purchase. Final respondent Users time of survey, profile of survey in
percentage indicates that 26% customer scored 5 (Strongly agree) regarding that Window
displays in Adidas stores are attractive, 29% scored 4 (Agree), 20% scored 3 (Neutral) and
others express not positively in their opinion at the time of survey.

Price
Price is vital factor to measure brand loyalty as high loyal customer is less price sensitive and
less loyal customer is high price sensitive. When a customer gets loyal to specific product,
price does not obstruct him to purchase but to create loyal customer a brand need to offer
quality product providing superior value for money.

Customers’ profile of survey in percentage indicates that 23% customer scored 5 (Strongly
agree) regarding that Increase of price does not obstruct me to purchase, 25% scored 4
(Agree), 23% scored 3 (Neutral) and others express negatively like 29%time of survey.
Finally, respondents’ profile of survey in percentage indicates that 26% consumer scored 5
(strongly agree) regarding that Adidas provides superior value for money, 29% scored 4
(agree), 20% scored 3 (Neutral) and others response negatively in their opinions.

Table 4.1: Responses in percentage

5 4 3 2 1
Product Q.01 Adidas products last longer compared to 33 35 20 8 4

29
Quality other brands
Q.02 The materials used by Adidas are 36 33 19 9 3
comfortable.
Q.03 Adidas has products of diverse colour. 34 32 20 10 4
Q.04 The products of Adidas have good 34 32 20 10 4
functional quality.
Style Q.01 Adidas has different styles. 34 31 22 9 4
Q.02 Product styles of Adidas do suit me well. 36 33 17 8 6
Q.03 Product styles of Adidas have exclusive 32 31 22 10 5
attributes.
Q.04 Product styles of Adidas are fashionable 32 32 20 10 6
and trendy.
Brand Name Q.01 Adidas is a well reputed brand. 30 33 23 10 4
Q.02 Brand Image of Adidas encourages me 31 35 22 7 5
to purchase.
Q.03 I do choose Adidas regardless of price. 24 29 25 12 10
Q.04 Adidas represents my own aristocracy 29 32 21 10 8
and personality.
Store Q.01 Adidas stores located at convenience 29 33 24 9 5
Environment places.
Q.02 Outlets of Adidas are sufficient. 33 33 17 11 6
Q.03 Interior exhibit of Adidas stores are nice- 28 30 19 15 8
looking.
Q.04 music and Colour inside Adidas outlets 26 27 22 16 9
are pretty.
Service Q.01 Salesperson in Adidas stores is trained 30 32 18 13 7
Quality well.
Q.02 Salesperson in Adidas stores is eager to 28 29 20 16 7
help.
Q.03 Salesperson in Adidas stores is polite 28 30 18 14 10
and friendly.

30
 Q.04 Salesperson in Adidas stores shows 27 28 19 17 10
sober appearance.

Promotion Q.01 Advertisements of Adidas are attractive. 29 31 19 13 8

Q.02 Advertisements of Adidas promote me to 28 30 20 13 9
purchase.
Q.03 Window displays in Adidas stores are 26 29 20 14 11
attractive.

Price Q.01 Increase of price does not obstruct me to 23 25 23 17 12

purchase.
Q.02 Adidas provides superior value for 26 29 20 15 10
money.

The result obtained based on answers of respondents’ from mean average score of brand
loyalty attributes which is presented in Table 3. As per over result, the most significant factor
is product quality. In the UK customers mainly choose product quality as the major factor
that encourages them to be loyal toward Adidas. It is also observed from this research that the
UK and Hong Kong customer loyalty behaviour are similar as consumers of both countries
consider that the product quality is the most significant factor influencing their brand loyalty
(Yee & Sidek 2008). A research on brand loyalty of sportswear by Lau et al. (2006) found
that brand name and style influences brand loyalty behaviour of hard-core loyal costumers’ in
the Hong Kong environment where communication mix influences brand switchers. So this
research reveals that the mean average indicates product quality as the most vital parameter
of brand loyalty in Adidas. Style, brand name, store environment, service quality, promotion,
price is the consecutively next vital parameter of brand loyalty in Adidas sportswear
customers.

Table 4.2: Ranking Factor of Brand Loyalty

Factors Q. Questions Mean Ranking
No.
Product Q.1 Adidas products last longer compared to other 3.85 1

31
Quality brands
Q.2 The materials used by Adidas are comfortable. 3.90
Q.3 Adidas has products of diverse colour. 3.82
Q.4 The products of Adidas have good functional 3.87
quality.
Mean Average 3.86
Style Q.01 Adidas has different styles. 3.82 2
Q.02 Product styles of Adidas do suit me well. 3.85
Q.03 Product styles of Adidas have exclusive 3.75
attributes.
Q.04 Product styles of Adidas are fashionable and 3.74
trendy.
Mean Average 3.79
Brand Q.01 Adidas is a well reputed brand. 3.75 3
Name Q.02 Brand Image of Adidas encourages me to 3.80
purchase.
Q.03 I do choose Adidas regardless of price. 3.45
Q.04 Adidas represents my own aristocracy and 3.64
personality.
Mean Average 3.66
Store Q.01 Adidas stores located at convenience places. 3.72 4
Environ Q.02 Outlets of Adidas are sufficient. 3.76
ment Q.03 Interior exhibit of Adidas stores are nice- 3.55
looking.
Q.04 music and Colour inside Adidas outlets are 3.45
pretty.
Mean Average 3.62
Service Q.01 Salesperson in Adidas stores is trained well. 3.65 5
Quality Q.02 Salesperson in Adidas stores is eager to help. 3.55
Q.03 Salesperson in Adidas stores is polite and 3.52

32
 friendly.
Q.04 Salesperson in Adidas stores shows sober 3.48
appearance.
Mean Average 3.55
Promoti Q.01 Advertisements of Adidas are attractive. 3.60 6
on Q.02 Advertisements of Adidas promote me to 3.55
purchase.
Q.03 Window displays in Adidas stores are attractive. 3.45
Mean Average 3.53
Price Q.01 Increase of price does not obstruct me to 3.30 7
purchase.
Q.02 Adidas provides superior value for money. 3.46
Mean Average 3.38

Cronbach’s Alpha
Cronbach’s Alpha (coefficient alpha = α) results of each variable are listed in of Table 2. The
result of Alpha varies from 0 to 1 where 1 represents the highest internal reliability and 0
represents the lowest internal reliability. According to Garson (2002), standard Alpha score is
0.7 or above though some researchers consider 0.6 as standard score. After testing seven
independent variables as factors of brand loyalty, this observed that all variables are resulted
internally reliable and scored above standard of 0.7. This is also observed that components of
all dimensions of brand loyalty resulted Alpha score of 0.7034 which is above the standard.

Table 4.3: Reliability Analysis (Cronbach’s Alpha) of Factor of Brand Loyalty

Independent Variables Alpha

Product Quality 0.7545
Style 0.7352
Brand name 0.7631
Store Environment 0.7389

33
 Service Quality 0.7243
Promotion 0.7498
Price 0.7124
Brand Loyalty 0.7034

ANOVA
One-Way ANOVA is tested between the factors of brand loyalty and income level. This test
is conducted with a view to finding out the significance of relationship between factors of
brand loyalty and income level. Table 4 represent the results of ANOVA test between factors
of brand loyalty and income level. Four variables are observed to result significant positive
relationship with income level which are product quality (.008), brand name (.001), service
quality (.009) and promotion (.005). The overall results represents that the UK customer
consider quality of product, quality of service, brand name, and promotion as factors of brand
loyalty in case of Adidas sportswear. The high income customers tend to get more loyal to
Adidas brand compared to low income customers. This is also revealed that the UK
customers behave similarly to Hong Kong customers in case of branded sportswear because
they tendency to favour brand names in buying sportswear (Lau et al 2006; Yee & Sidek
2008).

Table 4.4 Income Level versus Factors of Brand Loyalty

Income Produc Style Brand Store Service Promo Price

t Name Enviro Quality
Quality nment
Sig. .008 .955 .001 .095 .009 .005 .246
Mean £10,000 12.152 10.185 14.473 13.374 14.413 12.288 7.578
and
bellow
£10,001 14.472 11.930 15.700 14.423 15.726 13.368 8.332
-15,000
£15,001 15.584 12.523 16.800 15.478 16.589 14.832 9.567
- 20000

34
 £20,001 16.252 13.287 17.587 16.680 17.663 15.728 10.824
-25,000
£25,001 17.500 14.219 18.542 17.532 18.523 16.145 12.553
and
above

Another one way ANOVA is conducted between races and parameters of brand loyalty with a
view to finding out significance of relationship between races and factors of brand loyalty.
Result represents that only two variables, brand name (.005 and price (.000) are significant.
The result reveals that the UK customers significantly consider brand name and price as
factor of brand loyalty towards Adidas in relation to races (Emadzadeh & Derakhshide 2012).
This also found that Indian and Chinese customers highly favour brand name of Adidas and
UK and USA customers favour brand name of Adidas less compare to Indian and Chinese.

Table 4.5 Races versus Factors of Brand Loyalty

Product Style Brand Store Service Promo Price

Quality Name Environment Quality

Sig. .625 .195 .005 .595 .124 .254 .000

British 17.337 18.783 17.670 15.920 15.742 12.284 9.563
Other 16.987 17.112 17.450 15.754 13.422 11.883 9.354
European
Indian 16.039 16.189 16.163 14.764 14.520 10.868 7.627
Chinese 16.304 16.550 16.965 15.135 15.121 11.232 8.894
USA 18.162 19.889 18.285 16.374 15.926 12.957 9.823

Hypothesis Test
Table 6 represent the result of hypothesis test. The research results show that customers
favour Adidas when they observe function or benefits derived from sportswear is positive and
this satisfaction influence them to favour the brand (Emadzadeh & Derakhshide 2012). For
measuring relationship between the brand loyalty diameters and brand loyalty, significance of
35
relationship among them is measured. The correlation of r=0.302 is considered a reasonable
correlation (Cohen 1988). The result shows high correlations among variables of brand
loyalty and brand loyalty presented in Table 6.

Table 4.6 Significance of brand loyalty factors with brand loyalty

Variables Pearson Correlation Sig. (2-tailed)a

Product quality .701 .001
Style .538 .169
Brand name .602 .003
Store environment .785 .002
Service quality .631 .000
Promotion .788 .005
Price .856 .001

Significant at 0.01 level (a)

Product quality is found to have high positive correlation with brand loyalty at significance
level .001 so hypotheses one is supported. Brand name is also found to represent high
positive correlation with brand loyalty at significant level .003 so hypotheses three is
supported. Store environment, service quality, promotion and price are observed to have high
positive correlation with brand loyalty at significance level less than 0.01 and hypotheses
four; five, six and seven are supported. So, quality of product, store environment, brand
name, service quality, price and promotion are related significantly in decision making
process of Adidas customer. Though style represent positive correlation with brand loyalty, it
is insignificant as significance level is greater than 0.01. So, there is no significant correlation
between style and brand loyalty so, second hypothesis is rejected.

36
Chapter 5 : Findings, Conclusion and Recommendations

Findings
This chapter of this paper represents the critical factors found after analysis in previous
chapter. This aim of the paper is to find out the impact of brand loyalty on Adidas customers.
Based on deductive research approach theoretical framework is constructed consisting of
seven diameters; price, product quality, style, promotion, brand name, service quality, store
environment that comprise the mix of brand loyalty as per Yee and Sidek (2011). Analysis
using different statistical tools on theses diameters is summarized bellow consecutively.

Price is the money spent to purchase a product. In this paper customers’ about spending of
money to buy Adidas product is examined and found as high loyal customer is less price
sensitive and less loyal customer is high price sensitive. When a customer gets loyal to
specific product, price does not obstruct him to purchase but to create loyal customer a brand
need to offer quality product providing superior value for money. Statistics of respondents
regarding the price perspective presented in frequency distribution table in chapter four
indicates that 71 percent customers thinks that price does not obstruct them to purchase from
out of Adidas thou price is pretty high there even 23% customers whose income is high think
that price does not obstruct them in purchasing decision at all. Profile of respondents about
the value of money in exchange of product represents 75% respondents believe that Adidas
provide superior value for money. Mean average score of price diameter is 3.38 which is
representative value of all responses and can be replaced with all responses under this
diameter. So majority of customers believe price is considerable in Adidas. The analysis finds
high internal consistency among response and high correlation between price and brand
loyalty. The study shows a significant positive relationship between brand loyalty and price
in Adidas. Many customers (29%) considers price as an important factor that sometimes
obstructs them to buy in Addis. Customers who have higher income are less sensitive to price
and lower income customers highly price sensitive. This is also found that Indian and
Chinese customers are high price sensitive and British and USA customers are fewer prices
sensitive. Anyway, customers who have high brand loyalty were found less price sensitive.
This finding indicates that customers satisfied with the products of a brand are willing to
purchase products of that brand even if they have to pay relatively higher price.

Product quality is features and attributes of a product or service that has the ability to satisfy
customers’ requirement. Product quality that affects brand loyalty of Adidas customers

37
includes durability and performance of fabrics, colour, size, cutting, finishing, functional
quality, and comfort features of sportswear. Profile of respondents regarding durability of
Adidas product compared to other products indicates 88% customers believe that Adidas
products are durable and 12% response negatively. 88% respondents believe that fabrics used
by Adidas are comfortable to wear. Colour collection of Adidas is rich as per comments
profile of 86% respondents. 89% respondents think that Adidas products have good
functional quality. Mean average score of production quality diameter is 3.86 that indicates
representative the representative value of product quality diameter and this value can be
replace with all responses under this diameter. This indicates all respondents’ score products
quality as 3.86 in scale of 5 that indicates product quality is first vital matter of brand loyalty
to customers based on mean scores. This research found a significant positive relation
between product quality and brand loyalty in Adidas. This is observed high internal
consistency among responses and high correlation between product quality and brand loyalty.
This is found that high income people deserve more high quality product and lower income
people think quality of product is satisfactory. High income people favored product quality
more as diameter of brand loyalty compared to lower income people. This is also found that
Indian and Chinese customers think quality of products is at satisfactory level but British,
Other European and USA customers think that product quality is subject to more
improvement and they favoured product quality more significant diameter of brand loyalty
compared to other races.

Visual appearance of a produce that creates affection to customers influencing him to

purchase is termed as style. In case of fashion brand, different trendy, fashionable and
flexible style with exclusive attributes that suits best with consumers’ look are significant
features of styles that results in brand loyalty toward a particular fashion brand. Customers
profile about differentiation in style represents that 87% respondents commented that Adidas
provides diverse styles in their products. High income customers tend to recommend more
diversified style in product line in Adidas compared to less income customers. British,
European and USA customers also demands more diversified style. 86% respondents think
that styles of Adidas suits them well and 14% think that styles does not suits them well who
are of high income and European or USA customers who demand more suitable styles in
product line of Adidas. 85% respondents think that Adidas products have attractive styles and
analysis find that higher income and USA, British and European customers deserve more
attractive styles. 84% respondents believe that products styles of Adidas are trendy and

38
fashionable but few customers of high income group and USA, British and Europe demand
more trendy and fashionable products. Mean average of promotion diameter is 3.6 that
indicates representative value of all responses under style diameter meaning each respondent
scores style as 3.6 in scale of 5. There is high internal consistently among responses under
style diameter and there is high correlation between style and brand loyalty. USA, British
and European customers favoured style more as diameter of brand loyalty compared to Indian
and Chinese. High income group also favoured style as factor of brand loyalty compared to
low income group. Anyway, it is found there is no significant correlation between style and
brand loyalty. Among the selected seven diameters, respondents do not regard style as an
significant factor for becoming loyal to Adidas brand.

Promotion is attracting customers towards a product using different media of promotion.

Attracting advertisement and attractive window display in store promote a customer to
purchase sportswear. Respondents’ profile regarding the attractiveness of advertisement
shows that 79% customers think that advertisement of Adidas is attractive to them. 75%
believe window display in Adidas store is attractive. 78% consider that advertisement
promote them to purchase. Promotion is ranked as sixth important factors of brand loyalty
based on mean average. Mean average scores of promotion is 3.53 that indicates each
respondent scored different factors of promotion parameter as 3.53 in scale of 5. Reliability
analysis indicates there is high internal consistency among responses of customers and there
is high correlation between promotion and brand loyalty. This is found that lower income
customers favour promotion as factor of brand loyalty less compared to higher income
customers. This is also found that USA, British and European customers favour promotion as
diameter of brand loyalty compared to Indian and Chinese customers. It is found that there is
a positive relationship between promotion and brand loyalty. In calculating customer’s brand
loyalty promotion is considered as a very important factor. The use of advertising, sales
promotion, personal selling and publicity is included in it. According to the research done,
male participants spend less time in reading product labels than female respondents before
purchasing a product.

Brand name is the establishment and nourishment of identity, image, and quality over the
long period of time. Attributes of brand name in case of Adidas sportswear includes good
reputation, attractive brand image, representation of personality and aristocracy and offering
high quality products at high price griping economics of scales that ultimately results in brand
loyalty. Analysis shows that 86% respondents believe that Adidas is well reputed brand. 88%
39
consumers thinks that brand image encourage them to purchase from Adidas. 22% customers
sometimes does not purchase form Adidas because of high price. 82% customers think that
product of Adidas is sign of own aristocracy and personality. Brand name is the third
diameter among seven diameters of brand loyalty based on mean average score of responses.
This is found that mean average score is 3.66 which is representative to all responses under
this diameter. There is found high internally consistency among responses under diameter of
brand name and there is high correlation between brand name and brand loyalty. This paper
finds that USA, British and European customer prefers brand name compared to Indian and
Chinese customers. This is also found that high income people prefer brand name compared
to low income group. Finally there is significant positive relationship between brand name
and brand loyalty.

Service quality refers to that service which meets customer need and satisfies them. For
providing quality service that create loyal customers, Sportswear brand need to train sales
personnel well who should be eager to help customers, should be polite and friendly, should
pose sober appearance. Profile of respondents about salesperson training attributes of service
quality parameter indicates that 80% customers believe that salespersons in Adidas stores are
trained well. 77% percent customers think that sales persons in Adidas stores have helpful
mentality. 76% customers commented that sales person in Adidas store is friendly and polite.
74% respondents believe that Adidas salesman has sober appearance. The researcher ranked
service quality as fifth diameter of brand loyalty among seven diameters based on mean
average score obtained. Mean average score is 3.55 which indicates that all respondents
ranked service quality as 3.55 in scale of 5. Here is high internal consistency among
responses und the diameter of service quality and the service quality is highly correlated with
brand loyalty. This is found that high income customers favour service quality as factor of
brand loyalty compared to low income customers. This is also found that USA, British and
European favour service quality as vital factor of brand loyalty compared to Indian and
Chinese customers. The research finds a significant positive correlation between quality of
service and brand loyalty. To influence and encourage customers to patronize a store, quality
of service is a very important factor. The findings tell that good relation between salesperson
and customer can create a long term relationship with the store. Meanwhile, customer’s
confidence on salesperson is considered to affect customer’s total perception of the store’s
service that determines customer’s overall satisfaction on the store.

40
Store environment internal is layout of stores and facilities offered by an entity that help to
make customers to become loyal towards specific brand. Store location, number of stores,
interior design and look, and in-store stimuli are significant components of store environment
influencing brand loyalty. Customers profile regarding the store environment indicates that
86% respondents think that stores are located at convenient place. 83% thinks than numbers
of outlets are sufficient. 77% believe that internal environment of Adidas is attractive. 75%
customers regard colour and music inside store are attractive. Store environment is ranked as
fourth diameter of brand loyalty among seven diameters based on mean average score of
responses. Mean average of this diameter is 3.62 that indicate all respondents ranked store
environment as 3.62 on scale of 5. Analysis found that there is internal consistency among
responses collected in Likert Scales and there is high correlation between store environment
and brand loyalty. USA, British and European customers are found to consider store
environment highly as diameter of brand loyalty compared to Indian and Chinese customers.
This is also found that high income group highly favour store environment as factor of brand
loyalty compared to low income customers. This research finds significant positive correction
between the brand loyalty and store environment. Store environment is diameter of
customers’ brand loyalty in Adidas.

In summary, researcher noticed that while purchasing products, customers pay much
attention to different diameters of brand. This research ultimately reveals that price, product
quality, store environment, promotion, service quality, brand name have significant
correlation with brand loyalty but style has insignificant relationship with brand loyalty. So
price, store environment, product, promotion, brand name and service quality influence
sportswear customers to be loyal to Adidas.

Conclusion
The research was conducted with the objective of finding the impact of brand loyalty on
sportswear customers particularly on customers of Adidas brand. Brand loyalty is vital for a
firm because it ensures that customers will keep in mind its product and ensures that they will
not shift to other brand’s product. From the research we found that gaining and maintaining
customer’s loyalty is not easy. There are many forces that leads customers away like such as
competition, customers’ interest for variation and so on. According to the implications of the
study, it is found that in the British environment there are six important factors of brand
loyalty appropriate for the environment that are; name of the brand, quality of product, price,
41
promotion, service quality and environment of Adidas. To convert a general customer loyal
customer to a brand, quality of product is a crucial factor. It is noticed that quality of product
is also a significant factor in some countries like Hong Kong and Malaysia. Thus, this study
also shows that British prefer six diameters of brand loyalty more as significant factors
influencing customers buying decision compared to others related factors concerned with
brand loyalty. Except style, all the factors showed a significant positive relationship with
brand loyalty. Unavoidably, the Adidas is successful entity in managing brand loyalty by
offering large potential in the sportswear market where there is increase in sporting activities
and high demand of sportswear.

Recommendation
There are 173 sportswear brands in UK market and the market is competitive where supplier
of sportswear has power to switch buyer as they have number of options and can deal with
different companies to offer same product at same price grabbing high profit margin. Adidas
should plan for joint venture of backward linkage business with countries like Bangladesh,
India where labour cost is cheap. Thus Adidas may reduce production cost and power of
supplier may offer more completive price taking high profit margin.
Quality product forces customers to pay high price and they can be imposed by the product
quality of others competitors. Now the consumers have more options to buy a customised
product of their choice because of product line horizontal and vertical extensions. To avoid
this treat, Adidas should position in the market more strongly offering diversified style of
product line of high quality. Product of Adidas is also little customised from world’s number
one brand Nike as a result they losses customer trust for some products what hamper brand
loyalty of customers to this company. Adidas can pay more attention on product quality and
need to in invest more in Research and Development to unique and innovative product to
premium customers. By offering innovative product experience to customers the firm may
develop strong brand association with people. So should add technology based product line in
the industry of sportswear to become a market leader.
As a premium brand Adidas products will not suit with local athletes who are not willing to
pay premium price. To reposition as brand for everyone Adidas need to target high price
sensitive customer segment and can position Rebook that is acquired by Adidas earlier to this
segment. Adidas may also develop strategic partnership with local brand and it need to
improve promotion attract customers. Service quality and store environment is subject to

42
more improvement as per research findings and thus Adidas can become Word’s number one
brand leaving Nike behind.

Further research suggestions:

Findings of this research are comparable with research results on influence of brand loyalty
on consumers of sportswear conducted by Yee and Sidek (2011). That paper was found
product quality is the most vital factor for brand loyalty. That paper also found other
significant factors of brand loyalty which are same as finding of this paper. So this paper
creates the scope of further research on brand loyalty of sportswear and fashion product as
other luxury products. In that case researcher suggests for choosing larger sample size and
taking opinion from management point of view using interview with executives besides
survey on customers.

Quality aspect of this research:

Quality research uses sound and strong research design to solve the research question of a
study. There are there criteria for evaluating quality of a quantitative study such as
reliability, validity and generalisability.
Reliability:
Reliability is mainly concerned with reliability of assessment of a phenomenon or concept. It
actually indicates the repeatability of finding derived from research (Bryman & Bell, 2007,
p.163). Reliability can be termed as consistency of the findings of research and implementing
similar data collection tools and sampling procedures to analyse the observed findings
(Saunders et al., 2009). As per reliability aspect of quantitative research, findings of this
paper can be repeated using same analysis procedure and data collection tool. Same result
will be found if data is collected using simple random sampling and in-person survey data
tool designing question on similar diameters using five point multi level Likert Scale.
Validity:
Validity of a research implies to answer or measure same research problem what was
intended to measure (Golafshani, 2003, p 599). This research finding is similar with research
problem. The objective of this paper is to find the impact of brand loyalty on Adidas
customers which has similarity with research findings.
Generalisability:

43
The degree to which findings of a research study carried out using specific sample size from a
population can be useful or functional to a large population or the whole population is termed
as Generalisability of a research (Saunders et al., 2009). This research is Generalisabile as
findings regarding the loyalty behaviour of Adidas customer in England are similar to loyalty
behaviour of sportswear customer in Malaysia and Hong Kong environment (Lau et al. 2006;
Yee & Sidek 2008).

44
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48
Appendix 1: Survey Questionnaire
Dear participant, I am a student at London School of Commerce in UK. Currently, I am
working on my dissertation, where my objective is to investigate consumers´ opinions
regarding brand loyalty of Adidas sportswear. This questionnaire is the backbone of my paper
and I would be very thankful if you would take 10 minutes to honestly answer to it. Please
consider that the questionnaire is totally anonymous. Thank you in advance for your help!

QUESTIONNAIRE
Section 1: Product Quality

Q.01 Adidas products last longer compared to other brands

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.02 The materials used by Adidas are comfortable.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.03 Adidas has products of diverse colour.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.04 The products of Adidas have good functional quality.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Section 2: Style

Q.05 Adidas has different styles.

49
Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

Q.06 Product styles of Adidas do suit me well.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.07 Product styles of Adidas have exclusive attributes.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.08 Product styles of Adidas are fashionable and trendy.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Section 3: Brand Name

Q.09 Adidas is a well reputed brand.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.10 Brand Image of Adidas encourages me to purchase.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.11 I do choose Adidas regardless of price.

50
Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

Q.12 Adidas represents my own aristocracy and personality.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Section 4: Store Environment

Q.13 Adidas stores located at convenience places.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.14 Outlets of Adidas are sufficient.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.15 Interior exhibit of Adidas stores are nice-looking.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.16 Music and Colour inside Adidas outlets are pretty.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Section 5: Service Quality

51
Q.17 Salesperson in Adidas stores is trained well.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.18 Salesperson in Adidas stores is eager to help.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.19 Salesperson in Adidas stores is polite and friendly.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.20 Salesperson in Adidas stores shows sober appearance.

Section 6: Promotion

Q.21 Advertisements of Adidas are attractive.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.22 Advertisements of Adidas promote me to purchase.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.23 Window displays in Adidas stores are attractive.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

52
Section 7: Price

Q.24 Increase of price does not obstruct me to purchase.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Q.25 Adidas provides superior value for money.

Strongly Agree Agree Neutral Disagree Strongly Disagree

5 4 3 2 1

Section 8: Socio – Demographic

26. What is your Gender?

Gender ✓
Male
Female

27. What is your race?

Races ✓
British
Other European
Indian
Chinese
USA

28. What is your annual total household income?

53
Income ✓
£10,000 and bellow
£10,001-15,000
£5,001- 20000
£20,001-25,000
£25,001-30,000
£30,000 and above

The questionnaire is finished.

Thank you again for you help!

54
Appendix 2: Survey results
Adidas products last longer compared to other brands

Comments Scores Frequency Percent CP

Strongly Agree 5 33 33 33
Agree 4 35 35 68
Neutral 3 20 20 88
Disagree 2 8 8 96
Strongly Disagree 1 4 4 100
100

The materials used by Adidas are comfortable.

The materials used by Adidas are comfortable.

Comments Scales Frequency Percent CP
Strongly Agree 5 36 36 36
Agree 4 33 33 69
Neutral 3 19 19 88
Disagree 2 9 9 97
Strongly Disagree 1 3 3 100
100

Adidas has products of diverse colour.

Comments Scales Frequency Percent CP

Strongly Agree 5 34 34 34
Agree 4 32 32 66
Neutral 3 20 20 86
Disagree 2 10 10 96
Strongly Disagree 1 4 4 100

55
 100

The products of Adidas have good functional quality.

Comments Scales Frequency Percent CP

Strongly Agree 5 34 34 34
Agree 4 33 33 67
Neutral 3 22 22 89
Disagree 2 8 8 97
Strongly Disagree 1 3 3 100
100

Adidas has different styles.

Comments Scales Frequency Percent CP

Strongly Agree 5 34 34 34
Agree 4 31 31 65
Neutral 3 22 22 87
Disagree 2 9 9 96
Strongly Disagree 1 4 4 100
100

Product styles of Adidas do suit me well.

Comments Scales Frequency Percent CP

Strongly Agree 5 36 36 36
Agree 4 33 33 69

56
Neutral 3 17 17 86
Disagree 2 8 8 94
Strongly Disagree 1 6 6 100
100

Product styles of Adidas have exclusive attributes.

Comments Scales Frequency Percent CP

Strongly Agree 5 32 32 32
Agree 4 31 31 63
Neutral 3 22 22 85
Disagree 2 10 10 95
Strongly Disagree 1 5 5 100
100

Product styles of Adidas are trendy and fashionable.

Comments Scales Frequency Percent CP

Strongly Agree 5 32 32 32
Agree 4 32 32 64
Neutral 3 20 20 84
Disagree 2 10 10 94
Strongly Disagree 1 6 6 100
100

Adidas is a well reputed brand.

Comments Scales Frequency Percent CP

Strongly Agree 5 30 30 30

57
Agree 4 33 33 63
Neutral 3 23 23 86
Disagree 2 10 10 96
Strongly Disagree 1 4 4 100
100

Brand Image of Adidas encourages me to purchase.

Comments Scales Frequency Percent CP

Strongly Agree 5 31 31 31
Agree 4 35 35 66
Neutral 3 22 22 88
Disagree 2 7 7 95
Strongly Disagree 1 5 5 100
100

I do choose Adidas regardless of price.

Comments Scales Frequency Percent CP

Strongly Agree 5 24 24 24
Agree 4 29 29 53
Neutral 3 25 25 78
Disagree 2 12 12 90
Strongly Disagree 1 10 10 100
100

Adidas represents my own aristocracy and personality.

58
Comments Scales Frequency Percent CP
Strongly Agree 5 29 29 29
Agree 4 32 32 61
Neutral 3 21 21 82
Disagree 2 10 10 92
Strongly Disagree 1 8 8 100
100

Adidas stores located at convenience places.

Comments Scales Frequency Percent CP

Strongly Agree 5 29 29 29
Agree 4 33 33 62
Neutral 3 24 24 86
Disagree 2 9 9 95
Strongly Disagree 1 5 5 100
100

Outlets of Adidas are sufficient.

Comments Scales Frequency Percent CP

Strongly Agree 5 33 33 33
Agree 4 33 33 66
Neutral 3 17 17 83
Disagree 2 11 11 94
Strongly Disagree 1 6 6 100
100

59
Interior exhibit of Adidas stores are nice-looking.

Comments Scales Frequency Percent CP

Strongly Agree 5 28 28 28
Agree 4 30 30 58
Neutral 3 19 19 77
Disagree 2 15 15 92
Strongly Disagree 1 8 8 100
100

Colour and music inside Adidas outlets are attractive.

Comments Scales Frequency Percent CP

Strongly Agree 5 26 26 26
Agree 4 27 27 53
Neutral 3 22 22 75
Disagree 2 16 16 91
Strongly Disagree 1 9 9 100
100

Salesperson in Adidas stores is trained well.

Comments Scales Frequency Percent CP

Strongly Agree 5 30 30 30
Agree 4 32 32 62
Neutral 3 18 18 80
Disagree 2 13 13 93
Strongly Disagree 1 7 7 100

60
 100

Salesperson in Adidas stores is eager to help.

Comments Scales Frequency Percent CP

Strongly Agree 5 28 28 28
Agree 4 29 29 57
Neutral 3 20 20 77
Disagree 2 16 16 93
Strongly Disagree 1 7 7 100
100

Salesperson in Adidas stores is polite and friendly.

Comments Scales Frequency Percent CP

Strongly Agree 5 28 28 28
Agree 4 30 30 58
Neutral 3 18 18 76
Disagree 2 14 14 90
Strongly Disagree 1 10 10 100
100

Salesperson in Adidas stores shows sober appearance.

Comments Scales Frequency Percent CP

Strongly Agree 5 27 27 27
Agree 4 28 28 55

61
Neutral 3 19 19 74
Disagree 2 17 17 91
Strongly Disagree 1 10 10 101
101

Advertisements of Adidas are attractive.

Comments Scales Frequency Percent CP

Strongly Agree 5 29 29 29
Agree 4 31 31 60
Neutral 3 19 19 79
Disagree 2 13 13 92
Strongly Disagree 1 8 8 100
100

Advertisements of Adidas promote me to purchase.

Comments Scales Frequency Percent CP

Strongly Agree 5 28 28 28
Agree 4 30 30 58
Neutral 3 20 20 78
Disagree 2 13 13 91
Strongly Disagree 1 9 9 100
100

Window displays in Adidas stores are attractive.

Score Score Frequency Percent CP

62
Strongly Agree 5 26 26 26
Agree 4 29 29 55
Neutral 3 20 20 75
Disagree 2 14 14 89
Strongly Disagree 1 11 11 100
100

Increase of price does not obstruct me to purchase.

Score Score Frequency Percent CP

Strongly Agree 5 23 23 23
Agree 4 25 25 48
Neutral 3 23 23 71
Disagree 2 17 17 88
Strongly Disagree 1 12 12 100
100

Adidas provides superior value for money.

Score Score Frequency Percent CP

Strongly Agree 5 26 26 26
Agree 4 29 29 55
Neutral 3 20 20 75
Disagree 2 15 15 90
Strongly Disagree 1 10 10 100
100

63