Consumer Insights on Sports Shoe Purchases & Brand Awareness
We assisted an online shopping site for fitness equipment to gain insights on sports shoe purchase drivers and journey, consumer awareness, usage and brand awareness
The problem: A reputed online shopping site for gym equipment was keen to conduct a research activity to gain various insights about sports show usage and purchase behaviour, purchase journey, brand awareness and recall, etc. We were happy to conduct a survey for the client and provide them some deep insights about sports shoe purchase and key strategic Go-To-Market action points.
Key actions and solution
1. Our study approach was primarily qualitative research: dyads and in-depth interviewsthat covered 5
Dyads of competitor brand users & 10 In-depth interviews of users of client brand from database
2. Our target respondents were:
- Male, 25-35 years old, belonging to NCCS A1 socio-economic segment
- Must own at least two or more sportsshoes
- Purchasers of listed brands of sportsshoes online in last 6 months(including client brand)
3. Some of the key areas included in our research coverage were:
- Major drivers and motivation for using Sports Shoes
- Use case and role of each shoe (used for running, going to office, casual wear, etc.)
- Frequency of using sportsshoes & occasions(how many times a day it is used, when & where)
- Parameters consumers keep in mind before buying (E.g., Price, Design, Comfort, Brand, type)
- Indicators of these parameters
- Decisionmaking process before buying the sportsshoe-things consumerslook for before buying
- Majorsources of information referred to before purchase
- How frequently it is bought and factors affecting purchase intent/behavior
- Brand awareness, association and preference of various brands as per occasion
- Deep-dive about client brand – spontaneous association and major characteristics
The result
- Our set of deliverables to the client included an overview of category understanding as well as a complete set of Key Go-To-Market Actionable recommendations covering specific areas like promotions and marketing and suggestions relating to product modifications and variation. etc. The adoption of these actionable recommendations enabled the client to develop a set of strategic plans for capturing newer customers and gaining substantial market share.
