Influence of Demographic Factors on the Buying Behaviour of Sports Apparel Consumers in Johannesburg

Sive Maqula, Ankit Katrodia

Abstract

Establishing the factors that influence consumer buying behavior is an important marketing and managerial function. The aim of this study was to determine the influence of demographic factors such as gender, race, age and education level on the purchasing behavior of sports apparel in Johannesburg, South Africa. In addition, the study investigated the preferred options and the reasons for buying sports apparel. A quantitative research approach was adopted. The data were collected using a closed-ended online questionnaire, and 70 responses were obtained. The study found that demographic factors had no significant influence on the buying behavior of sports apparel in Johannesburg. The results also indicated that there was no significant difference between purchasing sports apparel for participating in physical activities and casual wear. Moreover, no significant difference was found between those who preferred stores inside shopping malls and those who preferred stores in shopping centers. This means that managers may either decide to locate their sports apparel stores inside shopping malls or in shopping centres, depending on commercial viability. Also, marketers can consider using similar marketing communications strategies for all demographic groups to minimize advertising costs. Owing to the limited research on sports apparel consumption in Johannesburg, the findings of this study have provided useful insights for marketers to consider. These include the effect of demographic factors, consumer preferences, and ways in which consumers prefer to buy sports apparel.

 

Keywords: consumer behaviour, purchase intention, Generation X and Y.

 

DOI: https://doi.org/10.55463/hkjss.issn.1021-3619.61.31


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