The Study of Consumer Preferences for Basketball Shoes by Conjoint Analysis

Abstract

Basketball is a popular sport all over the world In Taiwan it is easy to find basketball courts in the streets and alleys Basketball shoes can be worn during exercise Moreover they are important commodities that not only can be integrated into daily life but also can represent the trend culture Therefore sports brands are constantly innovating various basketball shoes to attract consumers Through conjoint analysis this research expects to clarify product attributes that consumers will pay attention to when purchasing basketball shoes and then find the best portfolio of attributes of basketball shoes This research shows that price brand feet protection appearance and style are the most important product attributes that consumers will take into considerations when purchasing basketball shoes Among them price and brand are relatively important products attributes in different ethnic groups This study hopes that the conclusions can provide basketball shoes manufacturers some strategies to get closer to their consumers

Date of Award	2020
Original language	English
Supervisor	Shuang-shii Chuang (Supervisor)