engleski

Sport Footwear Trade - Differences between Young Consumers and Middle-aged Consumers

This paper, firstly, explains the strength and structure market of the sport footwear as a specific product group or retail category. Then, it presents the results of the primary research on the consumer attitudes towards purchase of sport footwear. The primary research was conducted by a survey method, with the aim of determining the main features of buying sport footwear such as the frequency of purchases, the location of purchase, the advantages of classic stores and the preferred features of sport footwear as a retail category. The differences in the attitudes of two age groups of consumers are examined: (a) younger consumers (18-39 years) and (b) middle- aged consumers (40-59 years). The study was conducted on a sample of a total of 202 respondents, of whom 110 are members of the young consumer group and 92 are members of the middle-aged group. Finally, conclusions were drawn about the differences in attitudes about sport footwear, the way of buying and purchasing locations between these two groups of respondents.

specialized stores, sports equipment, sport footwear, younger consumers, middle-aged consumers

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