Examining Consumer-Purchasing Behaviour Towards Valuable Sportswear Brands: The Social Representation Theory Perspective

Yahya Manna


This study examined consumer purchasing behaviour towards valuable sportswear brands from the perspective of social representation theory. The study reveals more purchasing intentions for Adidas than Puma among consumers and e-consumers in Saudi Arabia. The consumer purchasing behaviour is dependent on social representation, attitude, and preferences. Mediating factors for consumer purchasing behaviours include social class, age, gender, education level, and living area. The study further established that customers or e-consumers association with the valuable sportswear of either Adidas or Puma require online or offline stores to build trust, enhance touch, and maximize the experience to inform consumer purchase decision-making. The study recommends proper alignment of the marketing processes with contemporary developments such as e-commerce to resonate with different consumer groups. The Internet has changed the way companies create a brand presence in stores, online shops, or social media. Different customer segments in Saudi Arabia showed diverse consumer purchasing behaviours towards branded t-shirts or shoes of Adidas and Puma. Further studies should focus on purchasing behaviours towards other sportswear brands beyond the Saudi Arabian market.

Keywords: Consumer purchasing behaviours; social representation; valuable sportswear brands; online stores; in-stores; e-consumers

DOI: 10.7176/JMCR/60-03

Publication date:September 30th 2019

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ISSN 2422-8451

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