An examination of consumers' perceptions of six athletic apparel

Apparel Brand Perceptions:

An examination of consumers’ perceptions of six athletic apparel brands

Katelyn Conway

A THESIS

submitted to

Oregon State University

Honors College

in partial fulfillment of

the requirements for the

degree of

Honors Baccalaureate of Science in

Merchandising Management

(Honors Scholar)

Presented June 15, 2017

Commencement June 2018

AN ABSTRACT OF THE THESIS OF

Katelyn Conway for the degree of Honors Baccalaureate of Science in Merchandising

Management presented on June 15, 2017. Title: Apparel Brand Perceptions: An

examination of consumers’ perceptions of six athletic apparel brands

Abstract Approved: _____________________________________________________________

Kathy Mullet

Brands are becoming more relevant in today’s society, especially in order to

differentiate among competitors and in the eyes of the consumer. As a result of this

relevance, it is becoming increasingly more difficult to maintain a strong brand

perception among consumer markets. Therefore, it is fundamental for brands to

understand how consumers perceive them and if this aligns with how brands want

to be perceived.

The purpose of this thesis is to understand the importance of branding and

brand perception. An online survey was conducted to determine the perception of

six apparel companies regarding ten characteristics.

Key Words: Athletic brands, consumer perceptions

Corresponding e-mail address: [email protected]

©Copyright by Katelyn Conway

June 15, 2017

Apparel Brand Perceptions:

An examination of consumers’ perceptions of six athletic apparel brands

Katelyn Conway

A PROJECT

submitted to

Oregon State University

University Honors College

in partial fulfillment of

the requirement for the

degree of

Honors Baccalaureate of Science in Merchandising Management

(Honors Scholar)

Presented June 15, 2017

Commencement June 2018

Honors Baccalaureate of Science in Merchandising Management project of Katelyn

Conway presented on June 15, 2017.

APPROVED:

_________________________________________________________________________________________________

Kathy Mullet, Mentor, representing College of Business

_________________________________________________________________________________________________

Brigitte Cluver, Committee Member, representing College of Business

_________________________________________________________________________________________________

Ann Vong, Committee Member, representing College of Business

_________________________________________________________________________________________________

James Coakley, Associate Dean, representing College of Business

_________________________________________________________________________________________________

Toni Doolen, Dean, University Honors College

I understand that my project will become part of the permanent collection of Oregon

State University, University Honors College. My signature below authorizes release

of my project to any reader upon request.

_________________________________________________________________________________________________

Katelyn Conway, Author

ACKNOWLEDGEMENTS

There are so many people to acknowledge for their continuous support

throughout my thesis research and writing process. I would like to thank Kathy

Mullet for her mentorship, support and guidance. I would like to recognize my

family for their consistent encouragement throughout my life. Lastly, thank you to

my close friends and Kappa Alpha Theta sorority sisters for being so supportive.

Go Beavs

TABLE OF CONTENTS

Chapter 1 Introduction .................................................................................................... 1

Definition of Terms ............................................................................................. 1

Assumptions ......................................................................................................... 2

Chapter 2 Review of Literature .................................................................................... 3

Brand Perception …………………………………………………………………... 3

Nike ........................................................................................................................... 5

Adidas ...................................................................................................................... 6

Under Armour ..................................................................................................... 8

Champion .............................................................................................................. 9

Athleta ..................................................................................................................... 11

Puma ........................................................................................................................ 11

Chapter 3 Methodology .................................................................................................. 14

Survey ..................................................................................................................... 14

Participants .......................................................................................................... 19

Chapter 4 Results .............................................................................................................. 20

Chapter 5 Conclusion ..................................................................................................... 36

Recommendations and Limitations ............................................................ 37

References ........................................................................................................................... 38

Appendices ......................................................................................................................... 40

LIST OF FIGURES

Figure 2.1: Advertisement for Nike……………………………………………………. 5

Figure 2.2: Advertisement for Adidas. ………………………………………………. 7

Figure 2.3: Advertisement for Adidas………………………………………………… 7

Figure 2.4: Under Armour Advertisement………………………………………….. 9

Figure 2.5: Advertisement for Champion…………………………………………… 10

Figure 2.6: Advertisement for Champion…………………………………………… 10

Figure 2.7: Advertisement for Athleta………………………………………………... 12

Figure 2.9: Advertisement for Puma………………………………………………….. 13

Figure 4.1: Question 1. Includes all of the rankings for the brand

most shopped at……………………………………………………………………………….. 20

Figure 4.2: Question 2. Includes ranking for brands that would be chosen

if money was not a consideration……………………………………………………… 21

Figure 4.3: Question 3. Includes all of the rankings for the occasion athletic

apparel is most worn for…………………………………………………………………… 22

Figure 4.4: Question 4. Includes all of the rankings for fit…………………… 24

Figure 4.5: Question 6. Includes all of the rankings for social

responsibility…………………………………………………………………………………… 25

Figure 4.6: Question 7. Includes all rankings for quality……………………… 26

Figure 4.7: Question 8. Includes all rankings for durability…………………. 27

Figure 4.8: Question 9. Includes all rankings for comfort……………………. 28

Figure 4.9: Question 10. Includes all rankings for overall value…………… 29

LIST OF FIGURES (continued)

Figure 4.10: Question 11. Includes all rankings for innovation……………. 30

Figure 4.11: Question 12. Includes all rankings for style……………………... 31

Figure 4.12: Question 13. Includes all rankings for fabric…………………… 32

Figure 4.13: Question 14. Includes all rankings for function……………….. 33

Figure 4.14: Question 15. Includes gender identity…………………………….. 34

Figure 4.15: Question 17. Includes all age ranges……………………………….. 35

CHAPTER 1

INTRODUCTION

Brand perception is owned by consumers, not brands. Regardless of a

company’s message, whatever consumers are thinking and saying about a brand,

becomes the brand (Smith, 2015). Brand perception is an extremely vital factor in

the success of a company, especially in today’s era where the industry is becoming

increasingly more competitive. Therefore, it is crucial for companies to develop a

brand that is perceived as different and competitive. For a majority, if not all of

companies that have succeeded in the market put the consumer at the forefront of

all decision-making processes. With this in mind, it is fundamental that brands

understand how their consumers realistically perceive them, not how brands want

to be perceived by their consumers.

The purpose of this study is to determine consumer perceptions and

preferences of six athletic apparel brands including: Nike, Adidas, Under Armor,

Champion, Athleta, and Puma. Perceptions will be revealed through analysis of

specific garment/product and brand characteristics.

DEFINITION OF TERMS

● Comfort: Positive interaction between the textile product and the body;

includes aspects related to physical, physiological, and psychological factors

(Kadolph, 2007).

● Durability: The length of time a textile product will be useable for its

intended purpose (Kadolph, 2007).

● Fabric: The material from which the garment is created with.

● Fit: The ability for a garment to allow freedom of movement, and have an

attractive appearance on the body.

● Function: How well a product does what it is designed to do (Kadolph, 2007).

● Innovation: Something new released to the public for approval and adoption.

● Overall Value: Relationship between price and quality.

● Quality: A complex concept used to describe the degree to which a process,

material, product, or service possesses desirable physical or intangible

attributes (Kadolph, 2007).

● Social Responsibility: The idea that businesses should balance profit-making

activities with activities that benefit society; it involves developing

businesses with a positive relationship to the society in which they operate

(Dragonette, 2017).

● Style: A design with a distinct appearance.

ASSUMPTIONS

1. Participants are familiar with the brands identified in the survey.

2. Participants are familiar with the characteristics identified in the survey.

3. The order of ranking questions may have influenced the responses.

4. All participants’ responses were not based on gender identity.

CHAPTER 2

REVIEW OF LITERATURE

The purpose of this study is to determine the brand perception of six athletic

brands. The review of literature will concentrate on the six selected brands and

explain the advertising and media promotion that each company has provided to the

public. Consumers often base their perception about a brand from both use of the

particular brand but also are influenced by the advertising or message which the

company provides to consumer.

Brand Perception

Consumers have a significant influence on brand perception, brand concept

management plays a vital role in creating a sustainable brand. It is suggested that

there are three stages that allow consumers to perceive brand value. These three

stages include introduction, elaboration, and fortification. Introduction is the stage

that allows consumers to understand brand image, which often occurs during

market entry. Elaboration is the stage that enables consumers to perceive the

brand’s increasing value. During this stage, positioning strategies should focus on

enhancing the value of the brand in comparison to its competitors. Lastly,

fortification is the stage that generalizes the product to other products created by

the specified company. Although fortification is the final stage, Park, Jaworski, and

MacInnis suggest that the elaboration stage should continue throughout the life of

the brand (Jaworski, MacInnis, Park, 1986).

A significant factor to consider when moving towards understanding a

consumer is to analyze consumer purchase behavior. In this particular study, it is

important to understand how consumers evaluate quality, as well as the specific

criterion that consumers utilize to evaluate a product during the purchasing

process. In a separate study conducted to understand consumer perceptions of

clothing quality, it was found that 75% of the informational cues were used by

consumers, which can include cues such as fabric, fashion, performance, and hand.

While 36% of consumers relied on expectations of a high-quality garment in their

purchase decision, such as how long the garment should last and the positive feeling

experienced when wearing the garment (Herbst, 2010). Given that the informational

cues were the most significant to the consumer in the purchase process, this study

will also focus on informational cues.

Another study that examined women specific consumer purchase behavior

examined the specific criteria utilized by consumers. Respondents identified that

the style attribute was the most important, followed by price, retail store, and lastly,

brand. It was also concluded that there is a relationship between age and style as

well as age and brand (North, 2010).

The six athletic brands selected for the study are Nike, Adidas, Champion,

Puma, Under Armour and Athleta. Each of these brands will be discussed as to the

mission and advertising promotion which the company provides in their websites

and media.

Nike

Nike, which also owns Jordan, Hurley, and Converse was founded in 1964

and is headquartered in Beaverton, Oregon. The company prides itself on its culture

of invention. It has a research lab that focuses on product innovation, known as the

Nike Blue Ribbon Studio. According to their website, Nike also focuses heavily on

community involvement and implementing positive change on a local and global

level (“About Nike”, 2017).

Nike recognizes that sustainability and business growth are complementary.

With that being said, the company is striving towards a low-carbon growth economy

and reevaluating their supply chain processes.

Nike’s mission is to bring inspiration and innovation to every athlete* in the

world. *If you have a body, you are an athlete (“About Nike”, 2017). This mentality is

present in several of their advertisements (Figure 2.1).

Figure 2.1: Advertisement for Nike. From “About Nike” by Nike, 2017, Retrieved

from http://about.nike.com/

Adidas

Adidas was established in 1949 in Herzogenaurach, Germany, where its

headquarters are still located to this day. The company considers itself to employ a

multi-brand strategy through both mass and niche markets by engaging athletes and

fashionistas with their distinct and versatile products. In addition, Adidas is

comprised of “more than 55,000 [employee] in over 160 countries, we produce

more than 778 million product units every year and generate sales of € 17 billion

(all figures relate to 2015)” (“Adidas Official Website”, 2017). Adidas also prides

itself on each of their internal brands (Adidas, Reebok, and TaylorMade)

complementing one another to add to the value of their product.

The guiding principles in which Adidas strives to live by include:

strengthening their brands and products to remain competitive, staying consumer-

focused, being leaders in innovation and design, delivering “outstanding financial

results” (“Adidas Official Website”, 2017), and lastly, remaining a global

organization that is socially and environmentally responsible.

Adidas official mission statement is, “The Adidas Group strives to be the

global leader in the sporting goods industry with brands built on a passion for

sports and a sporting lifestyle” (“Adidas Official Website”, 2017). The

advertisements convey the lifestyle mentality Adidas has further been adopting in

recent years, featuring celebrities such as Snoop Dawg. The term “all original”

featured in Figure 2.2 refers to the original, throwback styles that Adidas began the

company by producing. These styles have become retro in a sense and are being

seen as lifestyle products today. However, Adidas still promotes the athletic side of

their company as well, which can be seen in Figure 2.3 with a soccer cleat.

Figure 2.2: Advertisement for Adidas.

From “Adidas Original ‘All Originals’ Ad Campaign”, 2011, Retrieved from

http://www.sneakerwatch.com/article/5265/adidas-originals-all-originals-ad-

campaign

Figure 2.3: Advertisement for Adidas.

From “There Will Be Haters”, 2015, Retrieved from

http://adsoftheworld.com/media/online/adidas_there_will_be_haters

Under Armor

Under Armour was founded in 1996 in Georgetown, Washington DC with the

purpose to create a superior performance T-shirt. The headquarters are now

located in Baltimore, Maryland. Although it all began with a T-shirt, the company

has included technologies in their product assortment where consumers should

wear HeatGear when it’s hot, ColdGear when it’s cold, and AllSeasonGear between

extreme weathers.

The four main pillars that Under Armour has built and grown their

foundation is to make a great product, to tell a great story, to provide great service,

and build a great team.

Under Armour identifies that they seek to comply with United States laws

(not identified), as well as their personal Code of Conduct. Their compliance is

broken down on several levels including but not limited to nondiscrimination,

harassment or abuse, forced and child labor, exports, and sustainable business

practices (“Our Mission”, 2017).

Their mission statement is, “To make all athletes better through passion,

design and the relentless pursuit of innovation” (“Our Mission”, 2017). This

mentality is demonstrated in Figure 2.4 by picturing powerful athletes and

encouraging their customers to reach their highest capabilities.

Figure 2.4: Under Armour Advertisement.

From “Ad of the Day: Under Armour Hypnotically Captures the Army of Athletes

Inside Each Star” by Richards, K., 2015, Ad Week, Retrieved from

http://www.adweek.com/brand-marketing/ad-day-under-armour-hypnotically-

captures-army-athletes-inside-each-star-166511/

Champion

HanesBrands (Hanes), which owns Champion among several other brands

and was founded in 1901 based in Winston-Salem, North Carolina. The company has

approximately 65,300 employees in more than 40 countries. Unlike many U.S.

apparel brands, “Hanes primarily operates its own manufacturing facilities. More

than 90 percent of the apparel units that we sell worldwide and in the United States

are manufactured in our own plants or those of dedicated contractors”

(“HanesBrands Inc”, 2017). The company prides itself on its corporate responsibility

program. In the future, Hanes has goals to reduce energy use, carbon emissions, and

water use while it publicly reports its progress on these goals each year.

Through its advertisements, Champion prides itself on innovative

performance apparel, as well as outfitting athletes on and off the field or gym. These

statements embody Champions’ and Hanes mission to deliver high quality,

comfortable sportswear clothing. This mentality is carried through with their

advertisements by stating exactly that, which is seen in both Figure 2.5 and Figure

2.6.

Figure 2.5: Advertisement for Champion.

From “Champion Women’s Jersey V-neck Tee”, 2017, Retrieved from

https://www.amazon.com/Champion-Womens-Jersey-V-neck-

Tee/dp/B00HWF7JZ0

Figure 2.6: Advertisement for Champion.

From “Champion Women’s Jersey V-neck Tee”, 2017, Retrieved from

https://www.amazon.com/Champion-Womens-Jersey-V-neck-

Tee/dp/B00HWF7JZ0

Athleta

Gap Inc., which owns Athleta among other brands, was founded in 1969 by

creating a pair of jeans that were the perfect fit. It wasn’t until recent years in 2008

that Gap acquired Athleta.

Athleta is a female focused sportswear apparel brand that strives to

empower women of all ages to find balance in life through exercise and mental

health. Through its advertising, Athleta encourages its customers to believe in

themselves. In one of Athleta’s advertisements, the company attempts to define

beauty as energy, strength, and motion. Athleta inspires its customers to be active

because it’s an essential part of who they are.

Athleta’s slogan is “The Movement Movement”, which is striving to enact

change in its customers, as well as its potential customers to move (“About Gap Inc”,

2017). Overall, the brand centers itself around inspiring and fueling women. This

mentality can be seen in each of their advertisements in Figure 2.7.

Puma

The Puma Group, which was established in 1948 and owns Puma, Cobra Golf and

Dobotex. The company distributes its products in more than 120 countries, employs

more than 11,000 people worldwide, and is headquartered in Herzogenaurach,

Germany, the same city as Adidas. In 2016, footwear accounted for 43.4% of its total

sales, apparel with 38.3% of sales, and accessories with 18.3% (“About Puma”,

2017).

Figure 2.7: Advertisement for Athleta.

From “Athleta”, Lentz J., n.d., Retrieved from

http://cargocollective.com/joshleutz/Athleta

The brand stands for four core values: brave, confident, determined, and

joyful. Through these core values, the company has multiple product lines. Puma’s

product portfolio includes Teamsport, Running and Training, Golf, Motorsport,

Sportstyle, and Accessories. Puma has also stated that sustainability is an important

value. In addition, the company believes that the future is female, in reference to the

future of their currently booming female consumer.

In 2014, Puma created a strategic plan for the years to come in order to

thrive in the industry. These strategies included repositioning Puma as the Fastest

Sports Brand in the world and create brand heat, improve the product engine,

optimize the distribution quality, increase the speed of Puma’s organization, and

lastly, to renew the IT infrastructure.

Puma’s advertisements predominantly focus on the promotion of their gear

through celebrities. The advertisement in Figure 2.9 aligns with Puma’s current

strive towards promoting women in accordance with the future is female mentality.

Figure 2.9: Advertisement for Puma.

From “Kylie Jenner Stars in First Puma Ad, Reveals New Sneaker Style”, by Fashion

Gone Rogue, 2016, Retrieved from http://www.fashiongonerogue.com/kylie-

jenner-puma-2016-ad-campaign/

CHAPTER 3

METHODOLOGY

Prior to data being collected, each of the six companies was researched from

an advertisement and company perspective. This research revealed that each of the

companies come from a rich and unique history.

Following the background research, it was unclear as to what the consumer

perceptions and preferences were regarding the comparison of each company.

Therefore, it was recognized that there is a need for further investigation.

Survey

An online survey was developed to determine the brand perception . The

survey consisted of 18 questions. The survey poses basic questions such as

demographic details, as well as questions where the user is asked to rate on a scale

their preferences for each of the six companies (Appendix A).

Questions 1 through 3 were focused on understanding the overall brand

preference, as well as end use for the products purchased. Question 1 focused highly

on overall brand preference, while Question 2 focused on aspirational brand

preference, where the consumer may not be able to afford it but they would

purchase it if money allowed. Lastly, Question 3 focused on end use intentions of

purchased products.

These questions were asked first in order to understand overall brand

preference before breaking down the components of a brand and its products into

separate questions and diving deeper into the details.

Questions 5 to 14 were set up as rankings of each of the characteristics,

which were important in understanding brand perception. Each of the

characteristics was determined as important.

Question 5: Fit

Question 5 asked the participants to rank the six companies on “fit”. It was

assumed that participants have an understanding of what good and bad fit is. In this

study, fit was defined as the ability for a garment to allow freedom of movement,

and have an attractive appearance on the body. This would be important for brand

perception in that if a consumer is not happy with the fit of the garment for

whatever reason, it would reflect poorly on the brand.

Question 6: Social Responsibility

Question 6 asked the participants to rank the six companies on “social

responsibility”. It was assumed that participants have a basic knowledge of what

social responsibility is. In this study, social responsibility was defined as the idea

that businesses should balance profit-making activities with activities that benefit

society; it involves developing businesses with a positive relationship to the society

in which they operate. This is significant for brand perception because many

consumers are beginning to factor levels of corporate social responsibility into their

purchase decision and can be a driving factor for many consumers.

Question 7: Quality

Question 7 asked the participants to rank the six companies on “quality”. It

was assumed that participants have an understanding of what quality is. In this

study, quality is defined as a complex concept used to describe the degree to which a

process, material, product, or service possesses desirable physical or intangible

attributes. This is important for brand perception in that if a consumer does not

perceive a brand to have high quality, it is likely that strong brand loyalty will not

develop over time; however, if the consumer perceives a brand to produce high

quality products, they will likely return.

Question 8: Durability

Question 8 asked the participants to rank the six companies on “durability”.

It was assumed that participants have an understanding of what durability is. In this

study, durability is considered to be the length of time a textile product will be

useable for its intended purpose. This would be significant for brand perception

because if products do not last very long, consumers are likely to perceive a brand

poorly.

Question 9: Comfort

Question 9 asked the participants to rank the six companies on “comfort”. It

was assumed that participants have an understanding of what comfort is. In this

study, comfort is considered a positive interaction between the textile product and

the body; includes aspects related to physical, physiological, and psychological

factors. This is important for brand perception because consumers prefer products

that are comfortable, especially with athletic products, and will associate a positive

perception with the brand.

Question 10: Overall Value

Question 10 asked the participants to rank the six companies on “overall

value”. It was assumed that participants have an understanding of what overall

value is in regards to products and brands. In this study, overall value is considered

the relationship between price and quality. This is significant in brand perception in

that if a consumer believes they are receiving the overall best value for a product

and brand for the given price, they are likely to have positive perceptions of a brand.

Question 11: Innovation

Question 11 asked the participants to rank the six companies on

“innovation”. It was assumed that participants have an understanding of what

innovation is. In this study, innovation is considered something new released to the

public for approval and adoption. This is important for brand perception because

several companies pride themselves on being innovative, but if consumers do not

see the brand as innovative, then the brand is not achieving a high enough level of

innovation in the eyes of the consumer.

Question 12: Style

Question 12 asked the participants to rank the six companies on “style”. It

was assumed that participants have an understanding of what style is. In this study,

style is defined as a design with a distinct appearance. This is significant for brand

perception in that consumers are likely to purchase products that they feel good in

and that feel express their personal style well.

Question 13: Fabric

Question 13 asked the participants to rank the six companies on “fabric”. It

was assumed that participants have an understanding of what fabric is. In this study,

fabric is defined as the material from which the garment is created with. This is

important for brand perception in that fabric choice can have physical,

psychological, and physiological comfort factors associated and are especially

essential for athletic use.

Question 14: Function

Question 14 asked the participants to rank the six companies on “function”. It

was assumed that participants have an understanding of what function is. In this

study, function refers to how well a product does what it is designed to do. This is

significant for brand perception in that consumers want their products to perform

and function as they are advertised as and if a discrepancy occurs, brand perception

can decrease.

Questions 15 to 18 were demographic questions to obtain information about

the participants regarding the identified gender, age range, field of study, and state

and or country of origin.

Before the survey could be distributed, the survey needed to be approved by

the Oregon State University Institutional Review Board (IRB). During this step, there

were several forms that were required and the board reviewed the survey itself

(Appendix B, Appendix C).

Participants

After IRB approved the survey, the survey was distributed among various

Design and Human Environment (DHE) courses of college-aged students with a

variety of fields of study. This variation allowed for the data collected to be broad

and less specific to one type of student. As stated in the IRB approval, students in

the DHE courses would be more likely to know the brands and the garment

characteristics in which they were asked to rank.

The survey was open from March 6th to May 11th for respondents.

CHAPTER 4

RESULTS

Following the distribution of the survey and data collection, there was a total

of 48 survey respondents. The data was analyzed and formatted into charts. Ten

garment and brand characteristics were identified as important to determine brand

perception. Subjects were asked to rank each of the six companies as to their

perception of each characteristic. The survey results for each question are as

follows. Additional rank information and analysis will be provided as necessary:

Question 1. Rank the brands you most shop in order. 1 being most shopped at,

5 being least shopped at.

Figure 4.1: Question 1. Includes all of the rankings for the brand most shopped at.

Rank #1: For being most shopped at, Nike is ranked number one with a 61.36%,

compared to Adidas ranking number two at 25%. Puma is ranked at 0%, Under

Armour ranks at 4.55%, Athleta ranks at 2.27%, and Champion ranks at 6.82%.

It is apparent through this data that Nike is the leading brand for being most

shopped at, with Adidas following in being the second most shopped at.

Question 2. If money wasn’t an object, what brand would you purchase?

Figure 4.2: Question 2. Includes ranking for brands that would be chosen if money

was not a consideration.

If money was not an object, 45.45% of respondents would purchase Nike.

This is followed by Adidas with 38.64%. Next, Athleta and Under Armour are tied

with 6.82%, Puma is at 2.27%, and lastly, Champion is ranked at 0%.

Through this data, it is evident that Nike and Adidas rank the highest in brands

that would be purchased if money was not a concern. Athleta and Under Armour are

perceived similarly in this context and Puma and Champion are not very relevant to

consumers in this category.

Question 3. When you buy clothes from athletic brands (example: Nike), what

occasion do you most often wear them for?

This question the respondents were to rank in order, 1 being the most, 3

being the least., for each of the following activites:-Exercise, Every day and Relaxing

in my home

Figure 4.3: Question 3. Includes all of the rankings for the occasion athletic apparel

is most worn for.

Rank #1: “Every day” use is ranked the highest at 45.95%, with “exercise” not

too far behind with 35.14%. “Relaxing in my home” is ranked lowest at 18.92%.

Rank #2: “Exercise” is ranked the highest at 45.95%, with “everyday” use at

29.73%, and “relaxing in my home” being close behind with 24.32%.

Rank #3: “Relaxing in my home” is ranked the highest at 56.76%, “every day”

use is ranked at 24.32%, and lastly, “exercise” is ranked at 18.92%.

This specific data provides insight into what the consumer is looking for in a

product and its end use. With the recent rise in athleisure, it does not come as a

surprise that “every day” is ranked the highest in the #1 ranking. It is common for

athletic wear to be worn for exercise, so it is also not surprising that exercise was

the highest ranked in the #2 ranking.

Question 4. For questions 5-14, please put in order, best to worst, the brand

that best provides the following characteristics:

Question 4 was developed from the characteristics which were identified in

the literature as contributing to brand perception. Question 5-14 are the

characteristics of Fit,Social Responsibility ,Quality, Durability, Comfort, Overall

Value, Innovation, Style, Fabric, and Function. The results of each characterics will

be given and discussed.

Question 5. Fit

Rank #1: Nike is ranked highest at 62.5% for the best fit, followed by Adidas

at 20%. Under Armour is ranked third at 7.5% and Champion is ranked next at 5%.

Athleta and Puma are tied at 2.5%.

Rank #2: Adidas is ranked highest at 60%, followed by Nike and Athleta tied

for 12.5%. Under Armour is ranked third again at 10%, followed by Champion at 5%

and Puma at 0%.

The second ranking in provided as Adidas takes a substantial jump over Nike.

Nike is ranked the first highest overall, however if rankings #1 and #2 were to be

combined, Adidas would not be far behind Nike. Therefore, it can be determined

that Nike is the leading brand in fit; however, Adidas is a close second.

Figure 4.4: Question 4. Includes all of the rankings for fit.

Question 6. Social Responsibility

Rank #1: Adidas is ranked highest at 32.56%, with Nike following second

highest at 25.58%. Athleta and Puma are tied next at 16.28%, while Under Armour

and Champion are tied last at 4.65%.

Rank #2: Puma is ranked highest at 25.58%. Nike and Adidas are tied for

second highest with 20.93%. Under Armour and Athleta are tied at 11.63% and

Champion is lowest ranked at 9.3%.

This data is surprising in that Athleta and Puma have consistently ranked

lower in all other characteristics; however, these brands appear to be more highly

regarded in social responsibility. Nike and Adidas are still front runners, but fall

behind in this category.

Figure 4.5: Question 6. Includes all of the rankings for social responsibility.

Question 7. Quality

Rank #1: Nike scored highest in quality at 37.21%, with Adidas not far

behind at 30.23%. Under Armour was ranked the next highest at 18.6%, followed by

Athleta at 9.3%. Puma ranked at 4.65% and Champion ranked lowest at 0%.

Rank #2: Adidas ranked the highest at 39.53%, with Nike following at

27.91%. Under Armour is next with 16.28%, followed by Puma and Champion tied

at 6.98%, and lastly, Athleta is ranked at 2.33%.

This data is interesting because Champion is ranked at 0% in the number one

ranking; however, it is ranked higher than Athleta in the number two ranking.

Additionally, Nike and Adidas switched significantly in the second ranking, but are

still the top two brands in this characteristic.

Figure 4.6: Question 7. Includes all rankings for quality.

Question 8. Durability

Figure 4.7: Question 8. Includes all rankings for durability.

Rank #1: Nike ranked the highest at 37.21%, followed by Adidas at 34.88%.

Under Armour ranked third at 18.6%, while Athleta ranked at 2.33% and Champion

at 0%.

Rank #2: Adidas ranked the highest at 37.21%, with Nike following at

27.91%. Under Armour took a jump to 25.58%, followed by Champion ranking at

4.65%. Athleta and Puma tied last at 2.33%.

This data identifies that Nike and Adidas are regarded as having the best

durability in its products. Under Armour scored higher in this characteristic than it

has in most others, signifying that Under Armour may be stronger in the durability

of its products than most other characteristics.

Question 9. Comfort

Figure 4.8: Question 9. Includes all rankings for comfort

Rank #1: Athleta ranked highest at 29.55% for comfort, followed by Nike at

27.27%. Adidas was third at 20.45%, followed by Champion at 13.64%. Under

Armour was ranked at 6.82%, and lastly, Puma was ranked at 2.27%.

Rank #2: Nike scored highest at 40.91%, followed by Adidas at 29.55%.

Puma scored third highest at 11.36%. Athleta was ranked at 9.09%, and lastly,

Champion was ranked at 2.27%.

This data is surprising because Athleta, which has been scoring relatively low

in all categories, was ranked as number one for comfort. As a number two ranking,

Nike took an impressive lead in numbers and Athleta took a massive decline.

Overall, it appears that consumers believe Athleta has the greatest perceived

comfort.

Question 10. Overall Value

Figure 4.9: Question 10. Includes all rankings for overall value.

Nike was ranked the highest in overall value at 45.45%, while Adidas ranked

at 29.55%. Under Armor and Athleta tied for third at 9.09%, followed by Champion

at 6.82%, and lastly, Puma at 0%.

This information is relatively consistent with all other characteristic

responses because Nike is the highest ranked in the number one ranking and Adidas

is second highest. It is apparent that consumers find Nike to have the greatest

overall value in its products.

Question11. Innovation

Figure 4.10: Question 11. Includes all rankings for innovation.

Nike ranked highest in innovation at 59.09%, followed by Adidas at 31.82%.

Under Armour and Puma tied for third at 4.55% and Champion and Athleta were

both ranked at 0%.

This data indicates that consumers strongly perceive Nike to be the most

innovative brand. This perception may be highly influenced by marketing

techniques.

Question 12. Style

Figure 4.11: Question 12. Includes all rankings for style.

Adidas ranked the highest at 43.18%, followed by Nike at 38.64%. Next

ranked is Puma at 6.82%, followed by Under Armour and Athleta tied for fourth at

4.55%. Lastly, Champion is ranked at 2.27%.

This information suggests that consumers perceive Adidas as the most

stylish brand. In recent years, Adidas has positioned their brand to focus more on

style and athleisure than on athletic gear, therefore, this positioning has been well

received by this group of consumers.

Question 13. Fabric

Figure 4.12: Question 13. Includes all rankings for fabric.

Rank #1: Nike ranked highest for fabric at 67.44%, followed by Under

Armour at 18.6%. Adidas ranked third highest at 6.98%, followed by Puma at

4.65%. Athleta ranked at 2.33%, followed by Champion at 0%.

Rank #2: Adidas ranked the highest at 48.84%, followed by Nike and Under

Armour tied for second at 18.6%. Athleta ranked third highest at 9.3%, followed by

Champion at 4.65% and Puma ranked at 0%.

This data implies that Nike is the frontrunner in fabric usage and Adidas is a

runner up, as it was highly ranked number two.

Question14. Function

Figure 4.13: Question 14. Includes all rankings for function.

Rank #1: Nike ranked highest in function with 65%, followed by Adidas at

17.5%. Under Armour ranked third at 15%, followed by Champion at 2.5%. Athleta

and Puma both ranked at 0%.

Rank #2: Adidas ranked highest at 35%, followed by Nike at 22.5%. Under

Armour ranked third at 20%, followed by Athleta at 15%. Puma is ranked at 5% and

Champion is ranked at 2.5%.

This data conveys that Nike products have an obvious higher perceived

function and Adidas has the second highest function.

Question 15. What is the gender you most identify with?

Figure 4.14: Question 15. Includes gender identity.

A majority of the respondents are female (77.27%), while a small portion are

male (20.45%) and 2.27% of respondents identify otherwise.

Question 16. What is your major?

This is a write-in response question, where the majority of respondents

study Merchandising Management. Other majors included Apparel Design, Graphic

Design, Interior Design, Digital Communications, Civil Engineering, Renewable

Materials, Public Health, Kinesiology, Agricultural Business Management, and Music

Production.

Question 17. Select your age range.

The respondents were to select from a grouping of ages, which were: 18-20;

21-24; 25-30; and 30+. Older ages were not targeted as respondents .

Figure 4.15: Question 17. Includes all age ranges.

59.09% of respondents are ages 21-24, while 29.55% are ages 18-20. 6.82%

of respondents are 30+ and 4.55% of respondents are ages 25-30.

Question 18. What country are you from? If you are from the United States,

what state are you from?

This is a write-in response question. Majority of the respondents are from

Oregon. Other respondents from the United States are from California, Washington,

Georgia, Hawaii, Alaska, and Arizona. Respondents from other countries include

South Korea and Tokyo, Japan. This information aids in understanding the target

market this data represents.

CHAPTER 5

CONCLUSIONS

It is apparent through the survey responses that Nike and Adidas are

frontrunner brands in all areas. Both Nike and Adidas were consistently ranked

number one and two in almost all questions regarding garment characteristics, as

well as brand perception overall.

On the other hand, Champion was consistently the lowest ranked company

throughout the survey. In addition, Athleta was relatively low in all areas except

social responsibility and comfort. Similarly to Athleta, Puma was ranked relatively

low throughout the survey, as well. Puma was similar to Athleta with ranking higher

in social responsibility.

After compiling all of the data, overall brand preference of the six brands

seems to occur in the following order: Nike, Adidas, Under Armour and Athleta, and

Puma and Champion. Nike and Adidas were consistently the top two companies,

while Under Armour and Athleta seemed to trade off in being the third most

preferred brand. Lastly, Puma and Champion were also interchangeable as the two

brands also tended to alternate in lowest brand preference.

These results may have been influenced by how popular and well known

brands are. For example, Nike is a very well known brand across the world, while

Athleta is not as well known. This consumer and participant knowledge could

greatly impact brand perception, as well as the results of the survey conducted.

Through these results, it can be suggested that companies such as Nike and Adidas

are doing an exceptional job at providing strong informational cues, as well as

implementing rigid and successful brand concept management.

Recommendations and Limitations

The methodology to this process produced its limitations. Limitations include

but are not limited to: only questioning Oregon State University students in DHE

courses, the wording or order of questions may have produced bias, the survey was

only accessible to those who had access to the appropriate technology, and

ultimately, brand recognition was not determined through this research process. If

brand recognition had been determined, there may be further explanation for the

responses. Therefore, if further research and investigation is to be conducted, it is

recommended to determine and understand brand recognition of respondents in

order to gain insight into varied responses.

As for the companies which did not perform as well as others, it is

recommended that the companies focus on the stages of their brand concept

management, specifically the elaboration and fortification stages, as well as

enhancing their informational cues during the production and buying stages as

these were the most important factors for consumers during their purchase

decision. From the previous results, it is apparent that the advertisements and

produced image for companies such as Champion, are not being perceived as

intended by its consumers.

REFERENCES

"About Gap Inc", 2017, Gap Inc. Retrieved March 15, 2017, from

http://www.gapinc.com/content/gapinc/html/aboutus/ourstory.html

"About Nike", 2017, Nike. Retrieved March 15, 2017, from http://about.nike.com/

"About Puma", 2017, Puma. Retrieved March 14, 2017, from

http://about.puma.com/en/this-is-puma

“Adidas Official Website”, 2017, Adidas. Retrieved March 13, 2017, from

http://www.adidas.com/us/?cm_mmc=AdieSEM_Google-_-trademark-

general-b-exact-_-trademark-x-x-general-_-

adidas&cm_mmca1=us&cm_mmca2=e&ipd=0&gclid=CIyQo-

vJndMCFRRgfgod4I4OMg&gclsrc=aw.ds&dclid=CIK4yuvJndMCFRN6Ygodog8

O6g

Dragonette, L. (2017). Social Responsibility. Retrieved June 07, 2017, from

http://www.investopedia.com/terms/s/socialresponsibility.asp

"HanesBrands Inc", 2017, HanesBrands. Retrieved March 16, 2017, from

http://www.champion.com/webapp/wcs/stores/servlet/CustomEspotPage

View?catalogId=11051&langId=-

1&storeId=10702&espotName=CorporateLanding#ourco

Herbst, F., & Burger, C. (2010). Attributes used by young consumers when assessing

a fashion product: A conjoint analysis approach. Journal of Family Ecology

and Consumer Sciences /Tydskrif vir Gesinsekologie en

Verbruikerswetenskappe,30(1). doi:10.4314/jfecs.v30i1.52825

Jaworski, J. B., Maclnnis, J. D., Park, C. W. (1986). "Strategic Brand Concept-Image

Management." Journal of Marketing, 50.4 : 135.

Kadolph, S. J. (2007). Quality assurance for textiles and apparel. New York: Fairchild

Publications.

North, E., Vos, R. D., & Kotzé, T. (2010). The importance of apparel product

attributes for female buyers. Journal of Family Ecology and Consumer Sciences

“Our Mission", 2017, Under Armour. Retrieved March 17, 2017, from

http://www.uabiz.com/company/about.cfm

Smith, K. (2015, November 25). The Importance of Brand Perception. Retrieved

March 13, 2017, from https://www.brandwatch.com/blog/marketing-the-

importance-of-brand-perception/

APPENDICS

APPENDIX A

SURVEY

Consumers’ Perception of Six Athletic Brands Survey

Explanation of this Study

Purpose. The purpose of this study is understand consumers’ perceptions of six

athletic brands

Activities. You are being asked to complete an online survey in which you will rank

the six brands on various characteristics, such as fit and overall value.

Time. The survey will take no longer than 20 minutes.

Voluntariness. Participation is voluntary; there is no penalty for choosing not to

participate or for leaving the study at any time. You are free to skip any questions or

activities. Your decision to take part, or not take part in the research will not impact

your grades, your relationship with your professors nor your standing at the

university

Contact information: You may contact Dr Kathy Mullet, the PI and course

instructor, if you have questions regarding this study. Dr Mullet’s email is

[email protected]. If you have questions about your rights or welfare

as a participant, please contact the Oregon State University Human Research

Protection Program (HRPP) office, at (541) 737-8008 or by email at

[email protected]

1 Rank the brands you shop most in order. 1 being most shopped at, 5 being least

shopped at.

______ Nike (1)

______ Adidas (2)

______ Puma (3)

______ Under Armor (4)

______ Athleta (5)

______ Champion (6)

2 If money wasn't an object, what brand would you purchase?

❍ Puma (1)

❍ Nike (2)

❍ Under Armor (3)

❍ Adidas (4)

❍ Champion (5)

❍ Athleta (6)

3 When you buy clothes from athletic brands (example: Nike), what occasion do you

most often wear them for? Rank in order, 1 being the most, 3 being the least.

______ Exercise (1)

______ Every day - the clothes I buy are my new jeans (2)

______ Relaxing in my home (3)

4 For questions 5-14, please put in order, best to worst, the brand that best provides

the following characteristics: -Fit-Social Responsibility -Quality-Durability -

Comfort -Overall Value-Innovation-Style-Fabric-Function

5 Fit

______ Nike (1)

______ Adidas (2)

______ Champion (3)

______ Athleta (4)

______ Puma (5)

______ Under Armor (6)

6 Social Responsibility

______ Puma (1)

______ Champion (2)

______ Nike (3)

______ Under Armor (4)

______ Athleta (5)

______ Adidas (6)

7 Quality

______ Under Armor (1)

______ Nike (2)

______ Puma (3)

______ Adidas (4)

______ Champion (5)

______ Athleta (6)

8 Durability

______ Adidas (1)

______ Under Armor (2)

______ Nike (3)

______ Athleta (4)

______ Champion (5)

______ Puma (6)

9 Comfort

______ Athleta (1)

______ Puma (2)

______ Champion (3)

______ Adidas (4)

______ Nike (5)

______ Under Armor (6)

10 Overall Value

______ Champion (1)

______ Nike (2)

______ Puma (3)

______ Under Armor (4)

______ Adidas (5)

______ Athleta (6)

11 Innovation

______ Adidas (1)

______ Puma (2)

______ Nike (3)

______ Under Armor (4)

______ Athleta (5)

______ Champion (6)

12 Style

______ Champion (1)

______ Nike (2)

______ Under Armor (3)

______ Adidas (4)

______ Puma (5)

______ Athleta (6)

13 Fabric

______ Under Armor (1)

______ Nike (2)

______ Athleta (3)

______ Puma (4)

______ Champion (5)

______ Adidas (6)

14 Function

______ Nike (1)

______ Puma (2)

______ Adidas (3)

______ Champion (4)

______ Athleta (5)

______ Under Armor (6)

15 What is the gender you most identify with?

❍ Male (1)

❍ Female (2)

❍ Different identity (please state)

❍ I do not wish to answer (3)

16 What is your major?

17 Select your age range

❑ 18-20 (1)

❑ 21-24 (2)

❑ 25-30 (3)

❑ 30+ (4)

18 What country are you from? If you are from the United States, what state are you

from?

APPENDIX B

CONSENT FORM

Project Title: Consumers’ Perceptions of Six Athletic Brands

Principal Investigator: Dr. Kathy Mullet

Student Researcher: Katelyn Conway

Version Date: 03-01-2017

Explanation of this Study

Purpose. The purpose of this study is to understand consumers’ perceptions of six

athletic brands

Activities. You are being asked to complete an online survey in which you will rank

the six brands on various characteristics, such as fit and overall value.

Time. The survey will take no longer than 20 minutes.

Voluntariness. Participation is voluntary; there is no penalty for choosing not to

participate or for leaving the study at any time. You are free to skip any questions or

activities. Your decision to take part, or not take part in the research will not impact

your grades, your relationship with your professors nor your standing at the

university

Contact information: You may contact Dr Kathy Mullet, the PI and course

instructor, if you have questions regarding this study. Dr Mullet’s email is

[email protected]. If you have questions about your rights or welfare

as a participant, please contact the Oregon State University Human Research

Protection Program (HRPP) office, at (541) 737-8008 or by email at

[email protected]

Consent: By continuing with this online survey, you consent to your anonymous

answers being used to complete this study. Thank you.

https://oregonstate.qualtrics.com/jfe5/preview/SV_1Z8P6bEdeLGSpcF

APPENDIX C

Recruitment Post for Canvas

Survey of Consumers’ Perceptions of Six Athletic Brands

Purpose. The purpose of this study is to understand consumers’ perceptions of six

athletic brands.

You are being asked to complete an online survey in which you will rank the six

brands on various characteristics, such as fit and overall value.

Contact information: You may contact Dr Kathy Mullet, the PI and course instructor,

if you have questions regarding this study. If you have questions about your rights or

welfare as a participant, please contact the Oregon State University Human Research

Protection Program (HRPP) office, at (541) 737-8008 or by email at

[email protected]

Survey link: https://oregonstate.qualtrics.com/jfe5/preview/SV_1Z8P6bEdeLGSpcF