Investigating the impact of social influence on the purchasing behavior of sports apparel among athletes in Indore division

• Vijay Francis Peter

  Author

• Titiksha Panwar

  Author

• Shaijal Gehlot

  Author

The current research sought to examine the effect of social influence on the purchasing decisions of sports apparel among athletes in the Indore Division. A random sampling approach was used to select 102 athletes aged between 17 to 25 years. Data were gathered through a self-constructed and expert validated questionnaire consisting of 18 statements on a five-point Likert scale, ranging from “Strongly Agree” to “Strongly Disagree”. Descriptive statistics were applied to analyse the responses, which were presented in percentage form. The results indicated that most athletes held a positive view regarding the role of social influence in their purchasing behaviour. The majority of respondents concurred that elements such as peer recommendations, family preferences, celebrity endorsements, and the apparel choices of their role models significantly influenced their buying decisions. The study found that social factors paly a significant role in the selection of clothing for athletes. Brand awareness and purchase motivation are enhanced by this action. Even so, people are sometimes influenced by brand rather than actual buying decisions. This can be misleading. The findings suggest that teachers, coaches, and marketers can utilize these social effects to enhance awareness campaigns and marketing strategies. Additional research could involve examining other areas or comparing athletes in urban and rural settings to gain more insight into how people purchase sports clothing. 

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