Adidas Puma Nike

i

The Influence of Brand Marketing on Customers’ Purchase

Incentives: Cases of ADIDAS, NIKE, and PUMA in Taiwan

By

葉琇婷 Hsiu-Ting ,Yeh

王毓萱 Yu-Hsuan ,Wang

張喬惠 Chiao-Hui ,Chang

葉渝婷 Yu-Ting ,Yeh

Department of Applied English

Ming Chuan University

Kweishan, Taoyuan, Taiwan

June, 2011

ii

Abstract

The keen competition on consumer market nowadays has increased the cost and

marketing rapidly. As noted, the brand is one of the key points to competition for

growth because similarity of products from different companies has been increasing.

In this sense, marketing strategy can be seen as the main reasons for competition and

maintaining customers.

Most people including college students tend to purchase well-known brands and

their buying incentives are strong. In order to know their motivation better, we take

college students as participants in this research. Among all the products, sports shoes

are one of daily necessities for most people, and many sport companies invite

well-known persons as representative. Among many sports brands, ADIDAS, NIKE

and PUMA have highly market share. Therefore, this research takes ADIDAS,

NIKE, and PUMA as examples and to conduct an investigation on the connection

between consumer response and marketing strategies of companies.

iii

Table of Contents

Abstract ………………………………………………………………………...……….ⅰ

Table of Contents ..…………………………………………………………………......ⅱ

I. Introduction …………………………………………………………………… 1

1.1 Background ……………………………………………………………..... 1

1.2 Purpose of Study …………………………………………………………. 2

1.3 Research Questions ……..………………………………………..……… 2

1.4 Hypotheses …………………………………………………..…………… 2

1.5 Significance ………………………………………………………...…….. 3

1.6 Expected Results ……………………………………………………..…... 3

1.7 Research Framework …………………………………………………..... 3

II. Literature Review …………………………………………………..…………. 4

2.1 Brand loyalty ……………………………………....…………………….. 4

2.2 Celebrity ……………………………..………………………..………….. 5

2.3 Advertisement …………………………………..……………...………… 6

2.4 Service ……………………………………………………..…..…………. 6

2.5 Placement Marketing ………………………………..…..………………. 7

III. Methodology ……………………………………………………..….……….. 10

3.1 Materials ……………………………..………………………….……… 10

3.2 Questionnaire Design ……………..…………....…………….………… 10

3.3 Participants ………………………………………..………..…………... 12

3.4 Procedure …………………………………………....………………….. 12

3.5 Data analysis ………………………..……..……………………………. 13

3.6 Timeline to Complete the Study ……………..…..…………………….. 13

3.7 Statistic Result ………………………....…………..…………………… 14

3.7.1 Background Information …………...…………..……………… 14

iv

3.7.2 Well-known persons …………………...…………...…………... 18

3.7.3 Advertisement ………………………..….…………………….... 19

3.7.4 Limited edition ………............….....……......…………………... 20

3.7.5 Service …...……........................…...………...…..........…...……. 21

3.7.6 Placement marketing ……………….………..…………...……. 22

IV. Discussion and Result …….......…………..………..……….......…………… 23

4.1 ADIDAS …………………………………….………………………….. 23

4.2 NIKE …………………....…………………………………………….... 39

4.3 PUMA ……………………………...…..........………………………….. 54

4.4 Discussion ……………………………….....…..…..…………………… 69

V. Conclusion ………………………………………………………..……….….. 73

5.1 Summary ………………………....……………………………..…….... 73

5.2 Research Findings ……………………………......……………………. 73

5.3 Contributions …………………………………....………..……………. 74

5.4 Research Limitations …………………………………..……………… 75

5.5 Future Agenda …………………………………...…...……………….. 75

VI. Reference …………………………………………….......……...…………… 77

VII. Index .…………………….……………….………..………….……………… 79

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Chapter One

Introduction

1.1 Background

With the popularity and innovation of sports products, no matter in public space

or on TV, most customers can receive product information at anytime. They may be

influenced by mass media to increase purchase incentives; however, many companies

have similar products in market both in the appearances and in the functions, as they

continually respond to the customers’ demands. Therefore, how to catch potential

customers’ eyes and make them consume again has been the key of success in brand

marketing.

According to Bee and Kahle’s (2006) study, three characters for understanding

the relationship of formation and maintenance have been noticed, including

compliance, identification and internalization. Research studies also found a

significant relationship between a company’s corporate image and customers’

willingness to purchase the products (Pope& Voges, 2000). Besides, their results also

showed a significant relationship between brand name and incentive to purchase the

product. Clarke and Mannion (2006) noted that sports marketers may be compelled

to adapt current marketing approaches because of the differences in cultural values

and general consumer behavior. The research also revealed that sports marketers

comprehend a successful marketing plan in the Asian-American population.

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1.2 Purpose of Study

The purpose of this study is to examine the relationship among three different

brands in their marketing, the way of new products’ promotion and customers’

purchase incentives.

1.3 Research Questions

Here are two questions in this research:

1. In what ways do customers get the information of new products?

2. What factors will affect the customers’ purchase incentive?

1.4 Hypotheses

Hypothesis 1: Hiring well-known persons as the brand representative could stir the

purchase incentive of college students.

Hypothesis 2: Creative advertisement will affect the purchase incentive of college

students.

Hypothesis 3: The limited edition of products will affect the purchase incentive of

college students.

Hypothesis 4: Service provided by service personnel may have a close relationship

with purchase incentive.

Hypothesis 5: Placement Marketing on TV program will influence college students’

purchase incentive.

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1.5 Significance

This study will provide the business with practical suggestions and references to

promote the brand management and increase customers’ responses. Furthermore,

business might be more aware of the fact that fashion is a kind of indicator and need

to have more creative ideas on new products.

1.6 Expected Results

In this research, we expect to find if marketing strategies of sports brands will

affect incentives of customers. On the aspect of identification of customer will affect

purchase incentive mostly. Moreover, we are eager to find if advertisement including

mass media, placement marketing, and advertisement sponsor will affect each others.

Celebrity and fashion element are the main factors to affect and attract college

students to buy new products.

1.7 Research Framework

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Chapter Two

Literature Review

This chapter will investigate the previous researches, including the importance

of marketing strategies. These researchers found these factors related to purchase

incentive of customer.

2.1 Brand loyalty

Brand loyalty is referred to customers’ commitments to repurchase. It presents

that customers continue to use the brand and repeat buying the product or service or

other positive behaviors. Aaker (1984) presents that brand loyalty as a fundamental

concept in strategic marketing. Now, brand loyalty has been used extensively in

marketing. There are three types of brand loyalty: After-sale guarantee, Identification

of customer and corporate image.

Research studies found a significant relationship between a company’s

corporate image and customers’ willingness to purchase that company’s products

(Pope& Voges, 2000). According to Chuang and Lee (n.d.), the word “customer” is

the central idea in Customer Relationship Management. When the enterprises work,

they take the three steps- obtaining customers, enhancing the number of customers,

and maintaining the number of customers, expanded into four central relationships

which enterprises hope to accomplish customers’ satisfaction. According to the

developed relationship between enterprises and customers, they can be divided into

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Customer Capture, Customer Purchase, Customer Service and Customer Analysis.

2.2 Celebrity

In their study, Bush, Martin and Bush’s (2004) examined the relationship

among athlete role models, teenagers’ purchase incentives and behaviors. And they

noted advertisers spend millions of dollars on hiring famous athletes to promote their

products. For advertisers, there are great potential at target markets- teenagers.

Because teenagers have been became a part of Generation Y, who were born between

1977 and 1994. Researchers investigated whether sports celebrity affect teenagers’

purchase incentives and behaviors. This study has found teenagers select products

depending on mass media. They also found sports celebrities have positive influence

on teenagers’ brand loyalty.

Teenagers play an important factor for advertisers doing marketings. It is

important to make sponsors know the impact of sport celebrity (Bush, Martin and

Bush’s, 2004).Some researchers found three most influential source affecting

customers’ purchase incentives, brand attitudes and attitudes towards the

advertisement are celebrity trustworthiness, celebrity expertise, and celebrity

attractiveness ( Amos, Holmes & Strutton, 2008, p.209)

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2.3 Advertisement

Advertising means a way of marketing communication to persuade potential

customers to buy products or particular brand. It usually includes the name of a

product or service, products’ benefits, even memorable slogan to attract customers’

eyes. Creative advertisements are interesting and always stay customers’ mind.

Advertisements became prospering in the late 19th and early 20th. There is diversity

of mass media to promote products, such as newspapers, magazines, television, radio,

billboards or direct mail. Moreover, in modern society, internet has become a new

trend for shopping. It has been considered as one of the key factors to affect and

attract customers shopping online, Wang (2010).

2.4 Service

Chuang and Lee (n.d.) stressed that companies whose aim to sell products must

also provide service to customers, including before-sale service and after-sale

guarantee which are valuable and important to customers. After-sale service means

the need to meet any requirements from customers after selling, which is essential to

hold brand loyalty of customers. Therefore, enterprises must take it seriously to deal

with the management regarding after-sale service. Also, the research shows that the

management related to satisfaction of customers is significant to the Customer

Relationship Management. When enterprises carry out Customer Relationship

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Management, the customer service should contain establishing service system,

after-sale service management and the survey of customer’s satisfaction. The elements

are valuable to achieve customers’ satisfaction. After-sale service is tightly connected

with the satisfaction of customers to the brand.

According to Bee and Kahle’s (2006) study, there are three qualities for

understanding the relationship of formation and maintenance, including compliance,

identification and internalization. Bee and Kahle also shows that relationship is the

most important and powerful aspects of sports marketing; moreover, Kalakota and

Robinson’s (1999) research proposed the ideal architecture of customer relationship

which is accomplished by obtaining customers, enhancing the number of customers,

and maintaining the number of customers. However, it needs to be used through

another function of management, such as sale and service to reach customers’ satisfy

and accomplish the framework of customers’ relationship.

2.5 Placement Marketing

Based on Boucher, Brunet and Fredette’s (2008) research, advertisers always

look for new channels or techniques to publicize their messages, and brand placement

becomes a new form of communication. Furthermore, traditional media are failing

promptness. Brand Placement has been practiced in the film and television industry.

The purpose of this plan is to enhance brand recognition and cause an impact on

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purchasing incentive. The research also shows that there are three factors affect

customers’ attitudes to products purchasing. The first one is ”recall”, information that

novel captures people’s attention easily, and it is also easier to remember. Second,

“brand recognition” will increase people’s impression to the brand in an individuals’

recall. The final factor is “state of mind”, and it will affect individuals’ behavior.

Applying Brand Placement as a way to promote the products, it makes an influence

on customers’ memories.

Meenaghan (2001) found multiple elements of brand identity are beneficial for

establishing the brand image. In order to achieve brand image effects, one of better

way to reach is marketing communication which is the most important part. However,

commercial sponsorship is growing rapidly in marketing communication. Nowadays,

commercial sponsorship is similar with advertisement in sponsorship investment. It

increases the profile and image by sponsors. As this study indicates, there are three

levels in image development. At the product brand level such as Coca-Cola and the

Olympic Games. Coca-Cola increases brand image by sponsoring the famous sport

games. In sponsor activity, advertisements convey some messages to intensify

people’s impression on product.

Mason (2005) noted that investigating how customers’ attitudes are formed and

change are important and it is benefit to build an effective sport sponsorship. Also,

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researcher found attitudes can be divided into three components which are affective,

cognitive, and behavior. However, brand belief has a relationship to customers’

cognitive on product. Although sponsorship is an indirect way to promote, dealer can

reinforce corporate image in customers’ mind through plenty of activities, games, and

rate of exposure. Therefore, corporate sponsorship increases customers’ awareness

and impact customers’ attitudes.

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Chapter Three

Methodology

As shown on our research motivation and literature review, we have focused on

investigating teenagers’ motivation when purchasing new products and its

relationship with brand marketing strategies. This research will compare the

relationships marketing management and customers’ purchase incentives among

Adidas, Nike, and Puma.

3.1 Materials

We will use questionnaires as a tool to do this research. The questionnaire was

a revised version of the questionnaire designed by Liu (2004) in order to explore the

relationship among brand associations, brand loyalty, and customer response-with

sports shoes. The questionnaire was designed to know what factors will influence

teenagers’ purchase incentives.

3.2 Questionnaire Design

According to the hypothesis, the questionnaire is divided into five parts which

contains seventy-five questions in total. At first, we investigate the background

information of interviewees about gender, grade, average purchase period, the way of

getting information, and average allowance per month. In the following are five parts-

well-known persons, advertisement, limited edition of products, service, and

placement marketing.

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Part I contained five questions about well-known persons’ personal charming,

popularity, social appearance, recommendation, and professional knowledge. This

research will investigate how these factors influence teenagers’ purchase incentives.

Part II contained five questions about product effect, high exposure rate, slogan,

attraction, and preference of advertisement. This research will investigate how these

factors influence teenagers’ purchase incentives.

Part III contained five questions about unique style, effect of peers, superiority,

design, and celebrity endorsement of limited edition. This research will investigate

how these factors influence teenagers’ purchase incentives.

Part IV contained five questions about personnel attitude, after-sale, return and

exchange goods, provide new information, and send peripheral products of service.

This research will investigate how these factors influence teenagers’ purchase

incentives.

Part V contained five questions about high exposure rate, plot, hot topic, and

advertisement billboard of placement marketing. This research will investigate how

these factors influence teenagers’ purchase incentives.

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3.3 Participants

Because of the time limitation in the study, we used stratified random sampling.

We have selected students of Ming Chuan University at Taoyuan campus as the

subject in this research due to the fact that college student are the main consumer

group of sport brand market. We will investigate the students of Department of

Applied English at MCU. The participants were grouped into 4 groups from different

levels. Each group would have fifty students. In this research, our participants are all

Department of Applied English students age between 18 and 22. The interviewees are

mainly in female because the ratio of female to male is 8:2 in Department of Applied

English. Due to the test surrounding, the test subjects of junior are less than other

grades.

3.4 Procedure

First of all, we redesign questionnaire based on the original version by Liu

(2004). This research questionnaire will be distributed formally to two hundred

participants on December 1st, 2010. Then, pick up a class for each grade. We will

provide these questionnaires to the students to finish it in the class about ten minutes.

After one month, we retrieve forty-five invalid and one hundred fifty-five valid

questionnaires.

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3.5 Data Analysis

With the valid questionnaires, we will use EXCEL to analyze data and verify

each research hypothesis. Based on the results, we generate the related charts and

examine the influence of marketing strategies on college students’ purchase behavior

in sport brand products to show percentage of each question, and to count. Doing so

would make the results of research more specifically.

3.6 Timeline to Complete the Study

Table3.1

Month 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 11th 12th

Literature Review

Literature Classification

Questionnaire Design

Questionnaire Revise

Data Collection

Results and Statistic

Discussion and

Conclusion

Paper Writing

Hand in Paper

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3.7 Statistics Results

3.7 .1 Background Information

Figure3.1-Gender

According to figure 3.1, 79% (123 persons) of the interviewees were female.

21% (32 persons) of them were male.

Figure3.2-Grade

According to figure 3.2, 23% (36 persons) of the interviewees were freshman,

33% (51 persons) of them were sophomore, 14% (22 persons) of them were junior,

and 30% (46 persons) were senior.

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Q ： How often do you buy sports product?

Figure3.3

According to figure 3.3, 31% of the interviewees (48 persons) would buy sports

products half a year to one year. 23% (36 persons) would buy sports products half a

year.

Q：How do you get information about sports product?

Figure3.4

According to figure 3.4, 34% (103 persons) of the interviewees would get

information from store. 24% (73 persons) of them got information from Internet. 18%

(56 persons) of them would be influenced by TV Ads.

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Figure3.5 -Allowance per month

According to figure 3.5, 35%(54 persons) of the interviewees have allowance per

month under NT$ 3000, 34%(53 persons) of the interviewees are NT$ 3001~5000,

20%(31 persons) of the interviewees are NT$ 5001~7500, 8%(12 persons) of the

interviewees are NT$ 7501~10000, 3%(5 persons) of the interviewees are above NT$

10001.

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Q ：How much do you think reasonable for spending sports products?

Figure3.6

According to figure 3.6, 90% (140 persons) of the interviewees would spend

under NT $ 3000 on sports products, 6% (10 persons) of them spend NT$ 3001~5000,

2% (3 persons) of them spend NT$ 5001~7500, 1% (1 persons) of them spend NT$

7501~10000, 1% (1 persons) of them spend above NT$ 10001.

Figure3.7-Preference for ADIDAS, NIKE and PUMA

According to figure 3.7, 63% (98 persons) of the interviewees’ favorite is

ADIDAS, 29% (45 persons) of them secondary favorite is NIKE, 5% (8 persons) of

them third favorite is PUMA, 3% (4 persons) is others.

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3.7.2 Well-known persons

Figure 3.8- Statistics of well-known persons

According to figure 3.8, most interviewees agree personal charming of

well-known persons will most influence their purchase incentives. In ADIDAS, there

are 105 interviewees choose personal charming of well-known persons. In NIKE,

there are 96 interviewees choose personal charming of well-known persons. In

PUMA, there are 77 interviewees choose personal charming of well-known persons.

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

1.personal charming of well-known persons

2.popularity of well-known persons

3.social appearance of well-known persons

4.recommendation of well-known persons

5.professional knowledge of well-known persons

ADIDAS NIKE

PUMA

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3.7.3 Advertisement

Figure 3.9- Statistics of advertisement.

According to figure 3.9, most interviewees agree product effect in the Ads will

most influence their purchase incentives. In ADIDAS, there are 132 interviewees

choose the product effect in the Ads. In NIKE, there are 124 interviewees choose the

product effect in the Ads. In PUMA, there are 99 interviewees choose the product

effect in the Ads.

1. product effect in the Ads

2. high exposure rate of Ads

3. slogan of Ads

4. Ads attraction.

5. preference of Ads

ADIDAS NIKE

PUMA

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

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3.7.4 Limited edition

Figure 3.10- Statistics of limited edition.

According to figure 3.10, most interviewees agree the design of limited edition

will most influence their purchase incentives. In ADIDAS, there are 127

interviewees choose the design of limited edition. In NIKE, there are 116 interviewees

choose the design of limited edition. In PUMA, there are 89 interviewees choose the

design of limited edition.

ADIDAS NIKE

PUMA

1. the unique style of limited edition

2. the influences from peers.

3. the superiority of limited edition

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

4. the design of limited edition

5. the limited edition with celebrity

endorsement

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3.7.5 Service

Figure 3.11- Statistics of service.

According to figure 3.11, most interviewees agree the attitude of service personnel

and after-sale service will most influence their purchase incentives. In ADIDAS, there

are 135 interviewees choose the after-sale service. In NIKE, there are 134

interviewees choose t the attitude of service personnel. In PUMA, there are 113

interviewees choose the attitude of service personnel

ADIDAS NIKE

PUMA

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

1. the attitude of service personnel

2. after-sale service

3. the service about returning and exchanging goods

4. the seller initiative to provide new product information

5. sending peripheral products

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3.7.6 Placement marketing

Figure 3.12- Statistics of placement marketing.

According to figure 3.12, most interviewees agree the high exposure rate of placing

products in movies/ dramas and the hot topic of product in the movie/ drama will most

influence their purchase incentives. In ADIDAS, there are 87 interviewees choose

the high exposure rate of placing products in movies/ dramas and the hot topic of product in

the movie/ drama. In NIKE, there are 90 interviewees choose the high exposure rate of

placing products in movies/ dramas. In PUMA, there are 64 interviewees choose the

high exposure rate of placing products in movies/ dramas.

ADIDAS NIKE

PUMA

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

1. the high exposure rate of placing products in movies/ dramas

2. placing product in the movie/ drama

3. the hot topic of product in the movie/ drama

4. the billboard of product at the competition arena

5. the advertising of product placement

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Chapter Four

Results and Discussion

This chapter describes research the data according to the valid questionnaires. Then

test would be carried out to ascertain the relationships among well-known persons,

advertisement, limited edition, service, and placement marketing in the case of sport

brand- Adidas, Nike, and Puma.

4.1 ADIDAS

Part One- Well-known persons

Figure 4.1-The personal charming of well-known persons will influence

customers’ purchase incentives

3% (4) 10% (15)

20% (31)

59% (92)

8% (13) Strongly Dissatisfied

Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the personal charming of

well-known persons. According to figure 4.1, most interviewees (59%+8%, 105

persons) chose “satisfied” and only 13% (19 persons) of them chose

“dissatisfied”.

2. Analysis: More than two-thirds agree that the personal charming of well-known

persons will influence their purchase incentives.

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Figure 4.2-The popularity of well-known persons will influence customers’

purchase incentive

3% (4)12% (19)

33% (52)43% (66)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the popularity of



“dissatisfied”.

2. Analysis: More than half of interviewees agree that the popularity of well-known


Figure 4.3-The social appearance of well-known persons will influence


2% (3) 10% (15)

35% (55)45% (70)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the social appearance of



“dissatisfied”.

2. Analysis: More than half of interviewees agree that the social appearance of

well-known persons will influence their purchase incentives.

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Figure 4.4-The recommendation of well-known persons will influence customers’

purchase incentives

1% (2)20% (31)

34% (53)

38% (58)

7% (11)Strongly Dissatisfied

Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the recommendation of


persons) chose “satisfied”, and only 21% (33 persons) of them chose

“dissatisfied”.

2. Analysis: More than half of interviewees agree that the recommendation of


Figure 4.5-The professional knowledge of well-known persons will influence

customers’ purchase incentive.

2% (4) 12% (18)

46% (71)

34% (53)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the professional knowledge

of well-known persons. According to figure 4.5, 40% (62 persons) of interviewees

chose “satisfied”, and only 14% (22 persons) of them chose “dissatisfied”.

2. Analysis: Based on the chart, it showed that most students think that the

professional knowledge of well-known persons will not affect their purchase

incentives.

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According to the statistics in part one, the personal charming of well-known

persons influences customers’ purchase incentives the deepest.

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Part two- Advertisement

Figure 4.6-The product effect in the Ads will influence customers’ purchase

incentives

0% (0) 1% (1)14% (22)

72% (112)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the product effect in the

Ads. According to figure 4.6, most interviewees (72%+13%, 132 persons) chose

“satisfied”, and only 1% (1 person) of them chose “dissatisfied”.

2. Analysis: More than two-thirds agree that the product effect in the Ads will

influence their purchase incentives.

Figure 4.7- The high exposure rate of Ads will influence customers’ purchase

incentives

1% (2)11% (17)

24% (37)

54% (83)


Dissatisfied

Neutral

Satisfied

1. Result: The chart was about the degree of influence of the high exposure rate of


“satisfied” and only 12% (19 persons) of them chose “dissatisfied”.

2. Analysis: More than half of interviewees agree that the high exposure rate of Ads

will influence their purchase incentives.

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Figure 4.8-The slogan of Ads will influence customers’ purchase incentives

3% (4)12% (19)

39% (61)

38% (59)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the slogan of Ads.

According to figure 4.8, most interviewees (38%+8%, 71 persons) chose


2. Analysis: More than half of interviewees agree that the slogan of Ads will


Figure 4.9-Customers will increase their purchase incentives by Ads

attraction

1% (1) 11% (17)

21% (32)

53% (83)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of Ads attraction. According

to figure 4.9, most interviewees (53%+14%, 105 persons) chose “satisfied” and

only 12% (18 persons) of them chose “dissatisfied”.

2. Analysis: More than two-thirds agree that they will increase their purchase

incentives by Ads attraction.

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Figure 4.10- The preference of Ads will influence customers’ purchase incentives

2% (3) 11% (18)

28% (43)

49% (76)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the preference of Ads.



2. Analysis: More than half of interviewees agree that the preference of Ads will


According to the statistics in part two, product effect in the Ads influences

customers’ purchase incentives the deepest.

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Part three- Limited edition

Figure 4.11-The unique style of limited edition will influence customers’

purchase incentives

2% (3) 15% (24)

17% (26)

44% (68)

22% (34) Strongly DissatisfiedDissatisfiedNeutralSatisfiedStrongly Satisfied

1. Result: The chart was about the degree of influence of the unique style of limited

edition. According to figure 4.11, most interviewees (44%+22%, 102 persons)


2. Analysis: More than half of interviewees agree that the unique style of limited

edition will influence their purchase incentives.

Figure 4.12-It will increase customers’ purchase incentives to buy limited edition

by the influences from peers

3% (4) 16% (25)

21% (32)

45% (70)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of peers. According to figure

4.12, most interviewees (45%+15%, 94 persons) chose “satisfied” and only 19%

(29 persons) of them chose “dissatisfied”.

2. Analysis: More than half of interviewees agree that they will increase their

purchase incentives to buy limited edition by the influences from peers.

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Figure 4.13-The superiority of limited edition will influence customers’ purchase

incentives

3% (4) 15% (24)

25% (39)41% (63)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the superiority of limited


chose “satisfied” and only 18% (28 persons) of them chose “dissatisfied”.

2. Analysis: More than half of interviewees agree that the superiority of limited


Figure 4.14-The design of limited edition will influence customers’ purchase

incentives

1% (1) 5% (8)12% (19)

55% (85)


Dissatisfied

Neutral

Satisfied

1. Result: The chart was about the degree of influence of the design of limited



2. Analysis: More than two-thirds agree that the design of limited edition will


- 32 -

Figure 4.15-The limited edition with celebrity endorsement will influence


3% (5) 18% (28)

32% (50)

34% (52)

13% (20)Strongly DissatisfiedDissatisfiedNeutralSatisfiedStrongly Satisfied

1. Result: The chart was about the degree of influence of the limited edition with

celebrity endorsement. According to figure 4.15, 47% (72 persons) of

interviewees chose “satisfied”, and 21% (33 persons) of them chose “dissatisfied”.

2. Analysis: Based on the chart, most students think that the limited edition with

celebrity endorsement will not influence their purchase incentives.

According to the statistics in part three, the design of limited edition influences


- 33 -

Part four- Service

Figure 4.16-The attitude of service personnel will influence customers’ purchase

incentives

1% (1) 10% (16)6% (9)

44% (69)


1. Result: The chart was about the degree of influence of the attitude of service

personnel. According to figure 4.16, most interviewees (44%+39%, 129 persons)


2. Analysis: More than two-thirds agree that the attitude of service personnel will


Figure 4.17-After-sale service will influence customers’ purchase incentives

3% (5) 18% (28)

32% (50)

34% (52)


1. Result: The chart was about the degree of influence of after-sale service.


“satisfied” and 21% (33 persons) of them chose “dissatisfied”.

2. Analysis: More than two-thirds agree that after-sale service will influence their


- 34 -

Figure 4.18-The service about returning and exchanging goods will influence


0% (0) 3% (5)14% (22)

49% (76)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of service about returning and

exchanging goods. According to figure 4.18, most interviewees (49%+34%, 148

persons) chose “satisfied” and only 3% (5 persons) of them chose “dissatisfied”.

2. Analysis: More than two-thirds agree that service about returning and exchanging

goods will influence their purchase incentives.

Figure 4.19-The seller initiative to provide new product information will

influence customers’ purchase incentives

1% (2) 1% (2)

31% (47)

46% (71)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the seller initiative to

provide new product information. According to figure 4.19, most interviewees

(46%+21%, 104 persons) chose “satisfied” and only 2% (4 persons) of them chose

“dissatisfied”.

2. Analysis: More than half of interviewees agree that the seller initiative to provide

new product information will influence their purchase incentives.

- 35 -

Figure 4.20- Sending peripheral products will influence customers’ purchase

incentives

0% (0) 2% (3)

19% (29)

55% (86)


Dissatisfied

Neutral

Satisfied

1. Result: The chart was about the degree of influence of sending peripheral products.



2. Analysis: More than two-thirds agree that sending peripheral products will


According to the statistics in part four, after-sale service influences customers’

purchase incentives the deepest.

- 36 -

Part Five- Placement marketing

Figure 4.21-The high exposure rate of placing products in movies/ dramas will


2% (3)9% (14)

33% (51)48% (75)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


placing products in movies/ dramas. According to figure 4.21, most interviewees

(48%+8%, 87 persons) chose “satisfied” and 11% (17 persons) of them chose

“dissatisfied”.

2. Analysis: More than half of interviewees agree that the high exposure rate of

placing products in movies/ dramas will influence their purchase incentives.

Figure 4.22-Customers’ purchase incentives will be influenced by placing

product in the movie/ drama

2% (3) 10% (16)

36% (55)43% (67)

9% (14)Strongly DissatisfiedDissatisfiedNeutral

1. Result: The chart was about the degree of influence of placing product in the

movie/ drama. According to figure 4.22, most interviewees (43%+9%, 81 persons)

chose “satisfied” and 12% (19 persons) of them chose “dissatisfied”.

2. Analysis: More than half of interviewees agree that their purchase incentives will

be influenced by placing product in the movie/ drama.

- 37 -

Figure 4.23-The hot topic of product in the movie/ drama will influence


3% (4)13% (21)

28% (43)45% (70)


Dissatisfied

Neutral

Satisfied

1. Result: The chart was about the degree of influence of the hot topic of product in

the movie/ drama. According to figure 4.23, most interviewees (45%+11%, 87

persons) chose “satisfied” and 16% (25 persons) of them chose “dissatisfied”.

2. Analysis: More than half of interviewees agree that the hot topic of product in the

movie/ drama will influence their purchase incentives.

Figure 4.24-The billboard of product at the competition arena will influence


3% (4)18% (28)

38% (59)

35% (54)


Dissatisfied

Neutral

Satisfied

1. Result: The chart was about the degree of influence of the billboard of product at

the competition arena. According to figure 4.24, 41% (64 persons) of interviewees


2. Analysis: Based on the chart, most people think that the billboard of product at the

competition arena will not influence their purchase incentives.

- 38 -

Figure 4.25-The advertising of product placement will more influence customers’

purchase incentives than general advertising

1% (2) 15% (23)

45% (69)

32% (50)


Dissatisfied

Neutral

Satisfied

1. Result: The chart was about the degree of influence of the advertising of product

placement. According to figure 4.25, 39% (61 persons) of interviewees chose


2. Analysis: Based on the chart, it showed that most people think that the advertising

of product placement will not more influence their purchase incentives than

general advertising.

According to the statistics in part five, the high exposure rate of placing products

in movies/ dramas and the hot topic of product in the movie/ drama influence


- 39 -

4.2 NIKE


Figure 4.26- The personal charming of well-known persons will influence


2% (3) 12% (18)

26% (41)

52% (80)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




“dissatisfied”.

2. Analysis: More half of interviewees agree that the personal charming of



purchase incentives

2% (3) 12% (19)

36% (55)44% (68)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




“dissatisfied”.

- 40 -

2. Analysis: More than half of interviewees agree that the popularity of well-known




2% (3)8% (13)

36% (55)46% (71)


Dissatisfied

Neutral

Satisfied




“dissatisfied”.

2. Analysis: More than half of interviewees agree that the social appearance of


Figure 4.29-The recommendation of well-known persons will influence


2% (4) 16% (25)

37% (57)

39% (60)


Dissatisfied

Neutral

Satisfied



persons) chose “satisfied”, and only 18% (29 persons) of them chose

“dissatisfied”.

- 41 -


recommendation of well-known persons will not affect their purchase incentives.



3% (5)12% (19)

44% (68)

36% (55)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the professional

knowledge of well-known persons. According to figure 4.30, 41% (63 persons)

of interviewees chose “satisfied”, and only 15% (24 persons) of them chose

“dissatisfied”.



incentives.

According to the statistics in part one, the personal charming of well-known

persons influences customers’ purchase incentives the deepest.

- 42 -



incentives

1% (2) 5% (8)

14% (21)

67% (104)


Dissatisfied

Neutral

Satisfied



“satisfied”, and only 6% (10 persons) of them chose “dissatisfied”.

2. Analysis: More than two-thirds agree that the product effect in the Ads will



incentives

1% (2) 12% (19)

32% (49)48% (75)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied






- 43 -


2% (3) 11% (17)

40% (62)36% (56)


Dissatisfied

Neutral

Satisfied




2. Analysis: More than half of interviewees agree that the slogan of Ads will


Figure 4.34-Customers will increase their purchase incentives by Ads attraction

2% (3)11% (17)

16% (25)

63% (97)

8 % (13) Strongly Dissatisfied

Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than two-thirds agree that they will increase their purchase

incentives by Ads attraction.

- 44 -

Figure 4.35-The preference of Ads will influence customers’ purchase incentives

3% (5)9% (13)

28% (43)

52% (81)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied








- 45 -



purchase incentives

2% (3) 13% (20)

21% (32)

45% (70)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than half of interviewees agree that the unique style of limited




2% (3)13% (20)

25% (38)

50% (78)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


4.37, most interviewees (50%+10%, 94 persons) chose “satisfied” and only 15%

(23 persons) of them chose “dissatisfied”.


purchase incentives to buy limited edition by the influences from peers.

- 46 -


incentives

3% (4) 16% (25)

28% (44)39% (60)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than half of interviewees agree that the superiority of limited



incentives

1% (3) 7% (20)

17% (38)

50% (78)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than half of interviewees agree that the design of limited edition


- 47 -



3% (5)20% (31)

28% (44)34% (52)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied








- 48 -

Part four- Service


incentives

0% (0) 3% (4) 11% (17)

52% (81)

34% (53)

Strongly Dissatisfied

Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than three-fourths agree that the attitude of service personnel will


Figure 4.42-After-sale service will influence customers’ purchase incentive

1% (2) 3% (4) 12% (18)

55% (86)

29% (45)

Strongly Dissatisfied

Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: Almost two-thirds agree that after-sale service will influence their


- 49 -



1% (2) 4% (6)14% (22)

50% (77)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than three-fourths agree that service about returning and

exchanging goods will influence their purchase incentives.



1% (1) 3% (5)

24% (37)

50% (78)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




“dissatisfied”.

2. Analysis: More than two-thirds agree that the seller initiative to provide new

product information will influence their purchase incentives.

- 50 -


incentives

1% (2) 3% (4)

22% (34)

52% (81)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than two-thirds agree that sending peripheral products will


According to the statistics in part four, the attitude of service personnel influences


- 51 -


Figure 4.46- The high exposure rate of placing products in movies/ dramas will


3% (5) 10% (16)

28% (44)47% (72)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


placing products in movies/ dramas. According to figure 4.46, most interviewees

(47%+12%, 90 persons) chose “satisfied” and 13% (21 persons) of them chose

“dissatisfied”.

2. Analysis: More than half of interviewees agree that the high exposure rate of

placing products in movies/ dramas will influence their purchase incentives.



2% (4) 13% (20)

32% (49)43% (65)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


movie/ drama. According to figure 4.47, most interviewees (43%+10%, 77


2. Analysis: Half the interviewees agree that their purchase incentives will be

influenced by placing product in the movie/ drama.

- 52 -



2% (3) 17% (26)

31% (49)42% (65)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


the movie/ drama. According to figure 4.48, most interviewees (42%+8%, 77


2. Analysis: Half the interviewees agree that the hot topic of product in the movie/

drama will influence their purchase incentives.



2% (3)

19% (30)

36% (56)

38% (58)


Dissatisfied

Neutral

Satisfied






- 53 -



3% (5) 17% (27)

39% (60)

34% (52)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied








in movies/ dramas and the hot topic of product in the movie/ drama influence


- 54 -

4.3 PUMA


Figure 4.51- The personal charming of well-known persons will influence


4% (7)13% (20)

33% (51)

39% (60)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




“dissatisfied”.

2. Analysis: Half the interviewees agree that the personal charming of well-known



purchase incentives

4% (7)18% (28)

37% (57)

32% (49)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




“dissatisfied”.

- 55 -

2. Analysis: Based on the chart, it showed that most people think that the popularity

of well-known persons will not more influence their purchase incentives.



4% (7)14% (22)

43% (66)

32% (49)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


well-known persons. According to figure 4.53, 39% (63 persons) of interviewees


2. Analysis: Based on the chart, it showed that most students think that the social

appearance of well-known persons will not affect their purchase incentives.

Figure 4.54-The recommendation of well-known persons will influence


5% (7)24% (37)

39% (61)

26% (41)6% (9) Strongly Dissatisfied

Dissatisfied

Neutral

Satisfied

Strongly Satisfied


well-known persons. According to figure 4.54, 32% (50 persons) of interviewees



recommendation of well-known persons will not affect their purchase incentives.

- 56 -



4% (7)17% (26)

49% (76)

25% (39)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the professional knowledge

of well-known persons. According to figure 4.55, 30% (46 persons) of




incentives.

According to the statistics in part one, the personal charming and the popularity of

well-known persons influences customers’ purchase incentives the deepest.

- 57 -



incentives

2% (3)11% (17)

23% (36)

55% (85)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than half of interviewees agree that the product effect in the Ads



incentives

3% (5) 16% (24)

30% (47)

43% (66)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied






- 58 -


5% (8) 12% (19)

43% (67)

33% (51)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


According to figure 4.58, 40% (61 persons) of interviewees chose “satisfied” and

17% (27 persons) of them chose “dissatisfied”.

2. Analysis: Based on the chart, it showed that most students think that the slogan of

Ads will not influence their purchase incentives.

Figure 4.59-Customers will increase their purchase incentives by Ads attraction

4% (6)12% (18)

30% (47)45% (70)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied





purchase incentives by Ads attraction.

- 59 -

Figure 4.60-The preference of Ads will influence customers’ purchase incentives

4% (7)12% (18)

32% (49)42% (66)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied








- 60 -



purchase incentives

2% (3) 20% (31)

31% (48)

34% (53)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


edition. According to figure 4.61, 47% (73 persons) of interviewees chose


2. Analysis: Based on the chart, it showed that most students think that the unique

style of limited edition will not influence their purchase incentives.



3% (5)23% (36)

30% (46)

33% (51)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


4.62, 44% (68 persons) of interviewees chose “satisfied” and 26% (41 persons) of

them chose “dissatisfied”.

2. Analysis: Based on the chart, it showed that most students think that they will not

increase their purchase incentives to buy limited edition by the influences from

peers.

- 61 -


incentives

5% (7)

22% (34)

32% (50)

33% (51)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


edition. According to figure 4.63, 41% (64 persons) interviewees chose “satisfied”

and 27% (41 persons) of them chose “dissatisfied”.


superiority of limited edition will not influence their purchase incentives.


incentives

3% (5)14% (21)

26% (40)

42% (65)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than half of interviewees agree that the design of limited edition


- 62 -



4% (6)20% (31)

42% (65)

24% (37)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied



interviewees chose “satisfied” and 24% (37 persons) of them chose “dissatisfied”.





- 63 -

Part four- Service


incentives

2% (3) 5% (8)20% (31)

45% (69)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than two-thirds agree that the attitude of service personnel will


Figure 4.67-After-sale service will influence customers’ purchase incentives

2% (3) 4% (6)22% (34)

50% (77)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than two-thirds agree that after-sale service will influence their


- 64 -



2% (3) 2% (3)

24% (38)

51% (79)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than two-thirds agree that service about returning and exchanging

goods will influence their purchase incentives.



3% (4) 6% (10)

32% (50)

43% (67)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




“dissatisfied”.

2. Analysis: More than half of interviewees agree that the seller initiative to provide

new product information will influence their purchase incentives.

- 65 -


incentives

3% (4) 4% (6)

30% (47)

46% (71)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied




2. Analysis: More than half of interviewees agree that sending peripheral products


According to the statistics in part four, the attitude of service personnel influences


- 66 -


Figure 4.71- The high exposure rate of placing products in movies/ dramas will


3% (5) 15% (23)

41% (63)33% (52)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


placing products in movies/ dramas. According to figure 4.71, interviewees 41%

(64 persons) chose “satisfied” and 18% (28 persons) of them chose “dissatisfied”.

2. Analysis: Based on the chart, it showed that most students think that the high

exposure rate of placing products in movies/ dramas will not influence their




4% (6) 18% (29)

42% (65)

28% (43)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


movie/ drama. According to figure 4.72, 36% (55 persons) of interviewees chose


2. Analysis: Based on the chart, it showed that most students think that their

purchase incentives will not be influenced by placing product in the movie/

- 67 -

drama.



3% (5)17% (27)

41% (63)

32% (49)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied


the movie/ drama. According to figure 4.73, 39% (60 persons) interviewees chose


2. Analysis: Based on the chart, it showed that most students think that the hot topic

of product in the movie/ drama will influence their purchase incentives.



3% (4)19% (30)

48% (75)

25% (39)


Dissatisfied

Neutral

Satisfied

Strongly Satisfied






- 68 -



4% (6)

15% (24)

48% (74)

27% (42)6% (9) Strongly Dissatisfied

Dissatisfied

Neutral

Satisfied

Strongly Satisfied








in movies/ dramas influence customers’ purchase incentives the deepest.

- 69 -

4.4 Discussion

Figure4.76 - ADIDAS

1. Well-known persons - personal charming

2. Advertisement - product effect

3. Limited edition - design

4. Service - after-sale service

5. Placement marketing - the high exposure rate in movies/ dramas

From this study, there are three sport brands to be discussed. The first brand is

ADIDAS. The questionnaire result shows the personal charming of Well-known

persons ( 67% ), the product effect in the Ads ( 85% ) , the design of limited edition

( 82% ), the after-sale service ( 87% ), and the high exposure rate of placing products

in movies/ dramas ( 56% ) are the most influential factors to teenagers’ purchase

incentive in five parts.

- 70 -

Figure4.77 - NIKE




4. Service - attitude of service personnel


The second brand is NIKE. The questionnaire result shows the personal

charming of Well-known persons ( 60% ), the product effect in the Ads ( 80% ), the

design of limited edition ( 75% ), the attitude of salesman ( 86% ), and the high

exposure rate of placing products in movies/ dramas ( 58% ) are the most influential

factors to teenagers’ purchase incentive in five parts.

- 71 -

Figure4.78 - PUMA




4. Service - attitude of service personnel


The third brand is PUMA. The questionnaire result shows the personal charming

of Well-known persons ( 50% ), the product effect in the Ads ( 64% ), the design of

limited edition ( 57% ), the attitude of salesman ( 73% ), and the high exposure rate of

placing products in movies/ dramas ( 41% ) are most influence teenagers’ purchase

incentive in five parts.

There is high percentage of interviewees agree that personal charming of

well-known persons, the product effect in the ads, the design of limited edition, and

the high exposure rate of placing products in movies/ dramas will affect customers’

purchase incentives most in each five part among ADIDAS, NIKE, and PUMA.

- 72 -

Therefore, research group found that ADIDAS, NIKE, and PUMA have high

homogeneity from the data.

- 73 -

Chapter Five

Conclusion

5.1 Summary

This study investigates the marketing strategies of three major sports brands and

their influence on customers’ purchase incentives. In this study, researchers use five

parts (well-known persons, advertising, limited products, service, and placement

marketing) to discuss which factor in each part most influences the purchase

incentives of young groups. The survey aims to understand how marketing techniques

used by three major sports brands--ADIDAS, NIKE, PUMA--maintain their

competitiveness and high market share.

5.2 Research Findings

In this study, our research group found that the personal charming and popularity

of well-known person, the product effect in the Ads, the design of limited edition, and

the high exposure rate of placing products in movies and television will affect

customers’ purchase incentives most among three major sports brands-ADIDAS,

NIKE, and PUMA. In addition, interviewees think that the attitude of service

personnel of NIKE and PUMA will affect their purchase incentives most. Thus, it can

be seen that the three major sports brands in this study have high homogeneity.

The study shows that most interviewees chose personal charming the section of

well-known persons. Males prefer NIKE ̧and females prefer ADIDAS. Take NIKE,

- 74 -

for example; its spokesperson is Michael Jordan, and its advertising of goods focuses

mainly on men shoes. In relation to this, ADIDAS’s spokesperson is Rainie Yang, and

its advertising of goods focuses chiefly on woman’s sportswear. Therefore, the

preference for sports brand may be affected.

In this study, customers’ brand preference is ADIDAS (63%), NIKE (29%), and

PUMA (5%). It is worth noting that the percentage among PUMA and the other two

brands is dramatically different. This study shows that PUMA has a much lower

favorability with interviewees.

According to survey results, the money to buy sports products per month is

limited so that money within 3000 dollars was generally accepted by the young group.

In addition, most young people receive new sport information from stores and the

Internet.

5.3 Contributions

This study helps to illuminate the effectiveness of three major sports brands’

marketing strategies with the public. International marketing strategies are a key

element of the brands’ success. The research group is from the Department of Applied

English and it concentrated in international trade, so this research is related to

business track, not only accumulating our expertise knowledge in the field of business,

but also providing juniors research reference in the future.

- 75 -

5.4 Research Limitations

Due to the funding limitations of this study, the research population was

restricted to students (freshman, sophomore, junior and senior) in the Department of

Applied English at Ming Chuan University. Thus, this study can only offer a sample

and cannot fully deduce young consumer preferences in Taiwan. Moreover, the ratio

of female to male is 8:2 in the Department of Applied English. Because the majority

of interviewees are female, the ratio is unbalanced.

Due to time limitations, when the research group took random samplings of

junior students, the attendance at the class was small. Thus, the numbers of juniors are

less than those of other grades.

5.5 Future Agenda

This study focuses on five parts--well known persons, advertisement, limited

edition, service and placement marketing--in order to examine the influence of brand

marketing on customers’ purchase incentive. However, there are still other factors

influencing customers’ purchase incentives, and the research group suggests future

researchers to focus on other factors such as pop culture, promotion and enterprise

culture.

The research population is only restricted to students in the Department of Applied

English at Ming Chuan University. The research group suggests future researchers to

- 76 -

deliver questionnaires in other areas, to compare the differences between the data and

results, to add more samplings in future questionnaires, to conduct further interviews

and to discuss other sports brands in their research.

- 77 -

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