To determine the pain points, motivations, purchase drivers, and channels used by consumers when purchasing running shoes/apparel.
Buying Running Shoes/Apparel
New research has suggested the style, color, and material of the running shoe are the determinative feature for many consumers when purchasing running shoes.
In 2016, the main influence on the purchase of running shoes in the US was whether they are the same brand the consumer always wears. 50% of those surveyed identified this as there first consideration.
Other influences included the recommendation from the salesperson (29%), recommendation from another runner (16%), price (15%), magazine shoe buying guide (7%), online review (6%), online search (5%), saw at event or expo (2%), elite athlete endorsement (1%), ad in magazine (1%), ad online (1%), and other (11%).
For the majority of consumers, their running shoes are purchased at department, discount, specialty-athletic, sporting-goods, and family-footwear stores. Although the price may be higher at specialty stores, they are recommended as there is more likely to be a salesperson who can properly advise the consumer on the right shoe based on the running planned, frequency, and other factors like gait.
The most important factor in the purchase decision is ensuring the running shoe is a proper fit. There is a serious risk of injury if the shoe is ill-fitting or not fit for the running planned.
Features that are evaluated when considering a running shoe include the sole (flexibility and shock absorption), the upper (fits without squashing or slipping), the lacing style, and the general overall style.
45% of running shoe purchases are influenced by the price or look, although the price is becoming less relevant. In 2011, 30% of running shoe purchases were influenced by price. This had fallen to 26% by 2015. This has fallen further, and now only 21% of running shoe purchases are influenced by price.
Consumers place considerable weight on the image conveyed by the brand and style of running shoes they wear.
One out of every five pairs of running shoes purchased is purchased solely for leisure purposes.
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