投稿類別：英文寫作類

篇名： TEENAGERS AND FAMOUS SPORTS BRANDS

作者： 張簡育函。私立中山工商。綜二 1 班 黃子嘉。私立中山工商。綜二 1 班 李孟穎。私立中山工商。綜二 1 班

指導老師: 劉美華老師

Teenagers and Famous Sports Brands

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I. Introduction

A. Motivation Nowadays, it is easy to see teenagers wearing lots of famous sports products

from head to toes while we are walking on the street; for instance, their clothes, pants, socks, shoes and bags all probably come from famous sports brands, such as NIKE, ADIDAS or PUMA. Although those products seem to be very common in our daily lives, many teenagers never think of why they want to purchase those famous sports products, which motivates us to conduct a study of teenagers’ craziness on famous sports brands.

B. Research Questions

This study aims to explore the following research questions:

1. Why do teenagers like to purchase famous sports brands? 2. What is the teenagers’ brand loyalty to famous sports brands?

C. Methodology

The participants were 500 students, 119 (23.8%) male and 456 (67.4%) female, from Chung Shan Industrial and Commercial Vocational School in Kaohsiung. Figure 1 presents the gender distribution of the participants.

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Figure 1.The Gender Distribution of the Subjects.

In order to achieve the purpose of this study, one questionnaire with 91.2%

valid rate was designed and analyzed for data collection. The questionnaire contained

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eight items. Item 3, 6 and 7 are single choice questions, and Item 2, 4, 5 and 8 are multiple choices questions. Item 1 was designed to gather the subjects’ gender information. Item 2 to 6 aimed to answer the first research question to explore the reason why teenagers want to purchase famous sports brands; Item 7 and Item 8 focused on the second research question to discuss teenagers’ brand loyalty to famous sports brands.

As for the study procedure, first, the researchers searched for relevant

information by means of the Internet and libraries, and started to make a plan for the study. Second, the researchers designed a questionnaire with their advisor. Third, the researchers dispatched 500 questionnaires to some of the second grade students in Chung Shan Industrial and Commercial Vocational School. Finally, the researchers collected the statistical data, analyzed them and made a conclusion.

II. Thesis

This section targets on figuring out the statistical results of the questionnaire. It is discussed in two parts: (a) the reason why teenagers purchase famous sports brands, and (b) the teenagers’ brand loyalty to famous sports brands.

1. The Reason Why Teenagers Purchase Famous Sports Brands

This section includes Item 2 to 6 in the questionnaire, shown in Figure 2 to 6,

to explore the reason why teenagers purchase famous sports brands.

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Figure 2. Item 2 (What kinds of famous sports brands do you have?) Note. 1 = PUMA; 2 =NIKE; 3 = NEW BALANCE; 4 = VANS; 5 = LACOSTE; 6 = K-SWISS; 7 = ADIDAS; 8 = KAPPA; 9 = Others

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In terms of Figure 2, 64.3% of the teenagers (25.8% male and 38.5% female)

have had the experience of purchasing the products of NIKE. What’s more, 40.1% (21.1% male and 19% female) of the teenagers have bought the products of ADIDAS. The results display that male teenagers had more products of ADIDAS than female did. In contrast, female teenagers had more products of NIKE than male did.

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Figure 3. Item 3 (Which famous sports brand do you like the best?) Note. 1 = PUMA; 2 =NIKE; 3 = NEW BALANCE; 4 = VANS; 5 = LACOSTE; 6 = K-SWISS; 7 = ADIDAS; 8 = KAPPA; 9 = Others

As demonstrated in Figure 3, 38.9% male and 24.2% female chose NIKE as their favorite sports brand. Apparently, NIKE was the most popular sports brand among the teenagers probably because NIKE used the slogan “ JUST DO IT ” toattract teenagers’ attention.That is, NIKE succeeded in applying impressive advertisements and star effects.

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Figure 4. Item 4 (According to Item 3, why do you like the certain sports brand?)

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Note. 1 = Quality assurance; 2 =Attractive logo; 3 = Attractive overall design

As for the reason why teenagers chose the certain sports brand, Figure 4 presents that 41% male cared about quality assurance most. However, 35.6% female tended to view the factor of attractive overall design as the crucial reason to buy certain sports brand. Furthermore, 21.7% male and 30.3% female cared about the factor of attractive logo. Therefore, the statistical results show that female teenagers cared more about the attraction of design more than male did. However, male teenagers thought that quality assurance and attractive overall design were more important factors than attractive logo while they were deciding which brand to purchase.

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Figure 5. Item 5 (Why do you want to purchase famous sports brand products?) Note. 1 = Quality assurance; 2 =Star effect; 3 = Media advertisement attraction; 4 = Following the fashion; 5 = Friends’ influence; 6 =Having the topic with friends; 7 = Fancy design; 8 = Acceptable price; 9 = Others

Based on Figure 5, 41% male cared about fancy design most. However, 35% female purchased famous sports brand products on account of being attracted by acceptable price. What’s more, 21.8% male and 22.1% female declared quality assurance was the factor for them to buy famous sports brand products. The results show that fancy design was the most important of all for male. As for female, most of them thought that acceptable price was a vital factor to choose which product they would buy. Furthermore, quality assurance was also another key factor for both genders to purchase their sports brands.

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Figure 6. Item 6 (Whenever the famous sports brands launch new products, what details of the products do you notice the most?) Note. 1 = Material quality; 2 = Design; 3 = Price; 4 = Style

As shown in Figure 6, most of the teenagers (36.3% male and 33% female) noticed the factor of style while they were deciding which sports brand to purchase. It might be the reason that various styles brought different feelings to them. In addition, they probably wanted to choose the most suitable product to match their own personal styles. Interestingly, male teenagers considered style and material quality were principal factors while buying sports brand products. However, female teenagers thought design and price were the top two factors to influence their purchase desire.

2. The Teenagers’ Brand Loyalty to Famous Sports Brands

This section includes Item 7 and 8 to explore the teenagers’ brand loyalty to

famous sports brands. Figure 7 refers to Item 7(Do you regularly pay attention to the newest information of your favorite sports brand?), and Figure 8 presents Item 8 (Why do you continually support your favorite sports brand?) in the questionnaire.

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Figure 7. Item 7 (Do you regularly pay attention to the newest information of your favorite sports brand?)

As it can be seen from Figure 7, 74.7% male didn’t regularly pay attention to the newest information of their favorite sports brand. Similarly, 59% female didn’t, either. On the other hand, 25.2% male and 40.9% female noticed the newest information of their favorite sports brand. Itshows that female caredmore about their favorite sports brand than male. In other words, female had more tendency to observe related information to their favorite sports brands than male.

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Figure 8. Item 8 (Why do you continually support your favorite sports brand?) Note. 1 = Quality assurance; 2 =Star effect; 3 = Media advertisement attraction; 4 = Following the fashion; 5 = Friends’ influence; 6 = Having the topic with friends; 7 = Love in brand; 8 = Fancy design; 9 = Consistence; 10 = Acceptable price; 11 = Others; 12 = Random purchase

From Figure 8 above, 20% male and 24.9% female continually supported their

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favorite sports brands because of fancy design. Both genders agreed that fancy design was the reason that attracted them to keep buying their favorite sports brands. As for the second major factor, both genders held different opinions. 10.9% male chose quality assurance, while 23.9% female chose random purchase. It is possible that teenagers just focused on style while choosing their sports brands without insisting on certain brands. What’s more, the third major factor is following the fashion that 13.9% male chose. On the other hand, 21.1% female chose quality assurance. The statistical results show that not only male but also female cared about fancy design and quality assurance. Obviously, star effect, following the fashion and consistence were the main reasons that male supported the same brand. In contrast, quality assurance, fancy design and random purchase were the mostly-chosen reasons that female continued supporting their favorite sports brands.

To sum up, most of the teenagers preferred NIKE to other famous sports brands.

Second, most teenagers continually supported their favorite sports brands because of fancy design. What’s more, most teenagers wouldn’t regularly pay attention to the newest information of their favorite sports brands. For most teenagers, style is the factor that they would notice most while they got new information of their favorite sports brand products.

III. Conclusion

According to our survey, we got some information about the first research

question. First, NIKE was the most popular sports brands among teenagers. In addition, teenagers wanted to purchase famous sports brand products because of the factors of quality assurance, fancy design, and acceptable price. With regard to the second research question, most teenagers wouldn’t regularly notice the newest information of their favorite sports brand and most of them weren’t accustomed to purchasing the same sports brands. We can conclude from the statistical results of the study that most teenagers didn’t have strong brand loyalty to certain sports brands and they cared more about the style of products instead.

There are several areas waiting for further explorations for future studies. First

and foremost, the equilavent number of both genders is recommended to help gather more objective information for the study. Second, the sample size of participants in this study is not sufficient to represent all of the teenagers in our life, so it is suggested that a wider population and age range of participants can be included in the future studies.

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IV. References

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2. Famous slogans. Retrieved March 25, 2012, from http://www.famousquotes.me.uk/slogans/index.htm

3. NIKE. Retrieved August 10, 2011, from http://www.puma-box.com/nike/

4. PUMA. Retrieved August 10, 2011, from http://www.nicekicks.com/images/puma-clyde-spring-2007-4.jpg

5. The top ten sports business brands of Forbes’s list. Retrieved March 25, 2012, from http://business.transworld.net/74449/news/forbes-names-nike-most-valuable-brand-in-sports/

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