Consumer Behaviour and Loyalty When Purchasing Sporting Goods


  • Tina Vukasović ISSBS and University of Primorska
  • Aleksander Petrič



purchase behaviour, consumer decision-making, consumer loyalty, sporting goods


Purpose: More and more people are involved in sports and active leisure, purchases related to sporting goods therefore increase. Due to diverse offer of sports equipment on the market, customers are becoming more and more demanding, and companies have found themselves facing a multitude of competing providers. The purchase is influenced by various factors, which consumers first analyse in detail and then make a purchase decision. The main purpose of this study is therefore to present the factors, namely how and on what basis consumers make their choices in a wide range of sports equipment, and what they pay more attention to when making further purchases and purchase decisions.

Study design/methodology/approach: We conducted a quantitative survey using an online questionnaire. The questionnaire was published on the 1KA web portal, emailed to friends and acquaintances and shared on social networking sites (Instagram, Facebook). 215 people took part in the survey,

Findings: We found that respondents buy sporting goods for leisure, hiking, cycling, running, fitness and skiing. They carry out their purchases physically in the shop. The most frequently purchased sporting goods brands, namely Nike and Adidas, are also their favourite sporting goods brands. Respondents describe their brand as having to be of high quality, trustworthy and offer the most for the price. We found that respondents often do not know which brand they were going to buy, even just before entering the store. Once they find a suitable brand, almost half of them find it difficult to switch.

Originality/value: Based on the results, we present some recommendations for companies selling different brands of sporting goods.