Generation Generation Differences To the Brand Loves and consumer behaviors that are not contemplated: Case Study of Sports Shoes Brands

Main Article Content

Salinee Chaiwattanaporn
Phollapruet Ruangcharas

Abstract

shoes of consumers 2) To compare compulsive buying behaviors and brand loves of sports shoes between different generation consumers 3) To investigate the relationship between brand loves and compulsive buying behaviors of consumers. The data from the study was derived from collected questionnaires with 477 males and females aged between 18-72 years old who had used to buy sports shoes. Statistics such as Frequency, Percentage, Mean, Standard Deviation, Chi-Square test, One-way Analysis of Variance and Pearson's product moment correlation were used for data analysis. The research instruments were individual questionnaires. The findings were as follows: (1) consumers had compulsive buying behaviors of sports shoes at middle level in all aspects. They felt that some brands of sport shoes drove the feeling of much desire to buy Next to, the reason that they chose to buy those sports shoes because of their deep feelings as a stimulus. For price of sports shoes, they purchased sports shoes with an average price per pair of 3,000-3,999 baht, During the past 1 year, they bought sports shoes 5 pairs or less, Cash and credit card was the most payment form that consumer used to buy shoes. Finally, a majority of consumers bought sports shoes from the store and online shopping through websites. (2) Overall, consumer loved sport shoe brands at the high level for Nike and Adidas. Be love in uniqueness’ and consumers pleasure, Consumers in different generations were different in almost all aspects of sports shoes compulsive buying behaviors and brand loves at a significance level of 0.01. (3) Brand Loves of sports shoes has a positive relationship with sports shoes compulsive buying behavior of consumers at a significance level of 0.01. With suggestions that the results of the study should be the concept of love in the brand to apply to marketing communication in order to make consumers love the brand by creating storytelling to tell the story of the brand. In which the content can use the identity of the brand that is unique and different from other brands, creating stories to make consumers feel fun or impressed will make consumers feel together with the brand until the recognition of good feelings leads to Brands in the hearts of consumers. In addition, it is found that consumers have the most unconscious buying behavior by wanting to possess that product. Which the brand must know the needs Of consumers, understand customer groups and various information By making inquiries, getting to know the target group directly, and using different types of questions In order to extract what consumers or target groups think of into Customer Insight in order to develop and improve products The hypothesis test results Found that Generation Baby Boomers have a love for the brand of sports shoes and have a more unconscious buying behavior than all generations, that is, sports shoes are the products that this group of people decide to buy because of the use Work and also popular to wear on a daily basis instead of other shoes because it has a modern style Can be worn in every situation. Therefore, manufacturers should produce products to meet the needs, suitable for ages and various uses. As consumers in this generation are ready to pay for good value products Reasonable price, and always want to look good image.

Downloads

Download data is not yet available.

Article Details

How to Cite
Chaiwattanaporn, S., & Ruangcharas, P. (2021). Generation Generation Differences To the Brand Loves and consumer behaviors that are not contemplated: Case Study of Sports Shoes Brands. Journal of Management Science Chiangrai Rajabhat University, 16(1), 59-85. Retrieved from https://so03.tci-thaijo.org/index.php/jmscrru/article/view/212665
Section
Research Articles
Author Biographies

Salinee Chaiwattanaporn, Salijung52@gmail.com

DBA. (Doctoral of Business Administration),  Faculty  of  Management ,  Shinawatra  University. (2016).  Currently is an independent researcher

Phollapruet Ruangcharas

DBA. (Doctoral of Business Administration),  Faculty  of  Management ,  Shinawatra  University. (2015).  Currently is an independent researcher.

References

Brand Buffet website, (2018). Through 6 Thai people and 4 ways to Brand “Madjai” consumers without brand Loyalty, Retrieved August 17, 2018. From https://www.brandbuffet.in.th /2018/04/ brand-health-asset-valuation-yr-thailand.

Cochran, W. G. (1953). Sampling techniques. John Wiley.

Carroll, Barbara A., & Ahuvia, Aron C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letter, 17, 79-89.

Edwards, E. (1993). Development of a new scale for measuring compulsive buying behavior. Financial Counseling and Planning, 4, 67-84.

Faber R, O’Guinn T. (1992). A clinical screener for compulsive buying. Journal of Consum Research. 19(3), 459–469.

Heinrich, D., Albrecht, C. M., & Bauer, H. H. (2012). Love actually? Measuring and exploring consumers’ brand love. Consumer-Brand Relationships–Theory and Practice. London: Routledge, 137-150.

Ivanova, A., & Smrikarov, A. (2009). The New Generations of Students and the Future of e-Learning in Higher Education. Paper presented at the International Conference on e-Learning and the knowledge Society-e-Learning'09, Berlin, Germany. [online] Accessed from: http://www.iit.bas.balesf/ docs/ publications.

Jirabunma, P. (2013). Brand Value that influences the decision to buy Honda cars of Consumers in Bangkok. Journal of Marketing and communication, 1(2), (April - June 2013). 282–295. (in thai)

Lee, John A. (1977). A Typology of the Styles of Loving. Personality and Social Psychology Bulletin, 3 (Spring), 173-182.

Likert, Rensis. (1967). “The Method of Constructing and Attitude Scale”. In Reading in Fishbeic, M (Ed.), Attitude Theory and Measurement (pp. 90-95). New York: Wiley & Son.

Marketeer website, (2018). Healthy trend of sports equipment market grown, Retrieved October 24, 2018. From https://marketeeronline.co/archives/29133.

Ministry of Interior, (2018). Information Center raayngaansukhphaaphkhnaithy, Retrieved January 4, 2020. From resource.thaihealth.or.th.

Niyomsart, S. (2015). Brand love, Brand loyalty and word of mouth: A case of AirAasia. Master of Business Administration. Faculty of Management Science. Khon Kaen University. (in Thai)

Oakley, (2014). MARKETING AUTOMATION: A GROWING NEED, Retrieved March 22, 2019 From: https://themarketingagenda.com/2014/10/01/the-need-for-marketing-automation.

Paisalpanit, C. (2011). Influences of materialism and self-consciousness on generation Y’s compulsive buying behavior. Master of Arts (Communication) Program in Communication Arts, Faculty of Communication Arts, Chulalongkorn University. (in Thai)

Phetlorlearn, T. (2013). Crazy to Shopping, Retrieved March 22, 2019. From https://www.posttoday.com/life /life/ 266322.

Sara Dee Dee.Com website, (2018). What products are sold to Gen X, Retrieved September 22, 2018. From www.sara-dd.com/ index.php?option=com_content&view=article&id=1103:-gen-x-&catid=40: marketing-article&Itemid=71.

Sinacharoen, V. (2015). Factors affecting customer decision on buying ADIDAS sport shoes in Bangkok and Metropolitan area. Master of Business Administration, Faculty of Commerce and Accountancy. Thammasat University. Bangkok. (in Thai)

Salinas, G. (2009). The international brand valuation manual. West Sussex, UK: John Wiley & Sons.

Sirapanit, B. (1998). Exercise for the Elderly. Bangkok: Villagers. (in Thai)

Siritorn, C. (2011). Media Exposure and innovation adoption of Generation X and Generation Y consumers.

Master of Arts (Communication) Program in Communication Arts, Faculty of Communication Arts, Chulalongkorn University. (in Thai)

Siriwattanaset, S. (2015). Factors affecting customer satisfaction on buying NIKE sport shoes in Bangkok and
Metropolitan area. Master of Business Administration, Faculty of Commerce and Accountancy. Thammasat University. Bangkok. (in Thai)

Smethailandclub website, (2018). What is the behavior of Thai consumers in 2018? SME should know. Retrieved August 17, 2018. From http://www.smethailandclub.com/trick-2522-id.html.

Somsinsawad, K. (2006). The exposure of the marketing communication tools of Nike sports shoes and the decision to buy sports shoes of consumers in Bangkok. Master of Arts Journal (mass communication)., Faculty of Journalism And mass communication, Thammasat University. (in Thai)

Sternberg, R. J. (1986). A triangular theory of love. Psychological Review, 93, 119-135.

Supaphan, P. (2016). Brand equity and brand personality affecting the decision to purchase athletic footwear of customer in Bangkok. Master Business Administration, Faculty of Business Administration, Bangkok University. (in Thai)

Thai PBS website, (2016). Trending trend Pressure up the shoe market to 30%. Runners find new challenges.
Avoid the city to "Trail Running". Retrieved September 24, 2018. From https://news.thaipbs.or.th/content /250369.

Thaveechokanan, N. (2014). Product value and marketing factors affecting the decision to buy running shoes

Of consumers in Bangkok. (Independent Study, Master's Degree). Faculty of Commerce and Accountancy, Thammasat University,. (in Thai)

Thomson, M., Maclnnis, D.J. & Park, C.W. (2005). The Ties That Bind: Measuring the Strength of Consumers’

Emotional Attachments to Brands. Journal of Consumer Psychology, 15, 77-91.

Vatcharasatien, S. (2013). Consumer decision–making style of generation Y. Master of Arts (Communication)

Program in Communication Arts, Faculty of Communication Arts, Chulalongkorn University. (in Thai)

Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self expressive brands: brand love and

WOM outcomes. Journal of Product & Brand Management, 23(1), 33–42.

Wanichbancha K. (2011). Using SPSS for window for data analysis, Bangkok: Chulalongkorn University Book Center. (in Thai)