INFLUENCE OF PRODUCT QUALITY ON CONSUMER PERCEPTION WHEN CHOOSING A SPORTS BRAND

Snezana Ristevska-Jovanovska

Abstract


This paper examines the impact of product quality on shaping consumer perception when selecting a sports brand. The research investigates three key aspects: the intrinsic quality of the product, its origin, and the innovation incorporated into its design. A quantitative survey was conducted with 174 valid responses, collected between January and March 2024 in the Republic of North Macedonia, providing a detailed analysis of consumer perceptions of various sports brands in the market. The results, validated through applying the Kruskal-Wallis test, reveal statistically significant differences in brand evaluations. Notably, brands that maintain consistent quality and integrate innovative features are more likely to secure consumer trust and foster loyalty. Moreover, the study emphasizes the importance of authentic brand presentation and high product standards as drivers of positive consumer experiences. This research significantly contributes to brand management theory and provides practical recommendations for market positioning strategies. Its insights are valuable for academics and practitioners, aiming to enhance competitiveness in today’s dynamic business environment. These findings underscore the need for sports brands to innovate while maintaining high quality, ensuring they meet consumer demands in a competitive marketplace. This overview establishes the theoretical foundation for the research, which will examine in detail the key aspects of product quality and its impact on consumer perception.


Keywords


Quality evaluation, Brand awareness, Product, Consumer perceptions, Sport brand

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DOI: http://dx.doi.org/10.12709/mest.13.13.02.12

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