CUSTOMER PERCEPTION FOR BRANDED SPORT SHOES IN MALAYSIA

Abstract

Sportswear business is rapidly developing in today Malaysia. Sports shoes has turn into a universal and popular type of consumer products as sports shoes provide consumers a more relaxed pattern of living and comfort. Customers wear sports shoes not only in sports events alone, but also at work, home, university or during leisure period. Moreover, customers are critically important for every companies to surviving in the competition era. Positive customer’s perception is enabling to influence customer's purchase intention and behaviour toward branded sport shoes. Customers perception for branded sport shoes could be influence or evaluate by several factors. However, there are many studies has been done to research the customer perception for branded sport shoes in global but there is limited study in Malaysia. Thus, this study is reducing the literature gap to ascertain the factors which influencing customers' perception for branded sport shoes in Malaysia. Brand image, product quality and product price were chosen as the independent variables of this study. The purpose of this research is to investigate whether customers' perception for branded sport shoes in Malaysia will be influenced by factors of brand image, product quality and product price. Relevant literature review is utilizing to figure out and proposed the appropriate measurement methods for this study variables. Other than that, this study's is utilized correlation design as the method of research and convenient sampling method which under non-probability was applied as a self-administered questionnaire to collected data from Malaysians. 384 of sample size will be collected from the questionnaire and 50 participants are utilized for the pilot test. Ensuring the accuracy and reliability of the data collected, a serial of statistical test will be executed by SPSS for this study. Refer to the findings, Hypothesis Three which is the relationship between product price and customer perception was not supported. The research finds significant relationship between brand image and product quality and customer perception. Product quality has a stronger influence on customer perception due to has highest value of beta coefficient. Finally, this study has contribution to both industry and academy like branded sport shoes seller could have better understanding on customer perception and provide more statistical evidence on the context of branded sport shoes industry.