The Influence of Brand Marketing on Customers Purchase Incentives: Cases of ADIDAS, NIKE, and PUMA in Taiwan

By

Hsiu-Ting ,Yeh Yu-Hsuan ,Wang Chiao-Hui ,Chang Yu-Ting ,Yeh

Department of Applied English Ming Chuan University Kweishan, Taoyuan, Taiwan June, 2011

Abstract The keen competition on consumer market nowadays has increased the cost and marketing rapidly. As noted, the brand is one of the key points to competition for growth because similarity of products from different companies has been increasing. In this sense, marketing strategy can be seen as the main reasons for competition and maintaining customers. Most people including college students tend to purchase well-known brands and their buying incentives are strong. In order to know their motivation better, we take college students as participants in this research. Among all the products, sports shoes are one of daily necessities for most people, and many sport companies invite well-known persons as representative. Among many sports brands, ADIDAS, NIKE and PUMA have highly market share. Therefore, this research takes ADIDAS,

NIKE, and PUMA as examples and to conduct an investigation on the connection between consumer response and marketing strategies of companies.

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Table of Contents
Abstract .... Table of Contents ........

I.

Introduction 1 1.1 Background ..... 1 1.2 Purpose of Study . 2 1.3 Research Questions .... 2 1.4 Hypotheses .. 2 1.5 Significance ..... 3 1.6 Expected Results ..... 3 1.7 Research Framework ..... 3

II. Literature Review ... 4 2.1 Brand loyalty ...... 4 2.2 Celebrity ...... 5 2.3 Advertisement ..... 6 2.4 Service ..... 6 2.5 Placement Marketing ..... 7 III. Methodology ..... 10 3.1 Materials ... 10 3.2 Questionnaire Design ....... 10 3.3 Participants ....... 12 3.4 Procedure ...... 12 3.5 Data analysis ..... 13 3.6 Timeline to Complete the Study ...... 13 3.7 Statistic Result ...... 14 3.7.1 Background Information ..... 14
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3.7.2 3.7.3 3.7.4 3.7.5 3.7.6

Well-known persons ......... 18 Advertisement ....... 19 Limited edition .......................... 20 Service ............................................... 21 Placement marketing ....... 22

IV. Discussion and Result .................. 23 4.1 4.2 4.3 4.4 V. ADIDAS ... 23 NIKE ........ 39 PUMA ............... 54 Discussion ......... 69

Conclusion ..... 73 5.1 5.2 5.3 5.4 5.5 Summary .......... 73 Research Findings ....... 73 Contributions ....... 74 Research Limitations .. 75 Future Agenda ........ 75

VI. Reference .......... 77 VII. Index ...... 79

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Chapter One Introduction 1.1 Background With the popularity and innovation of sports products, no matter in public space or on TV, most customers can receive product information at anytime. They may be influenced by mass media to increase purchase incentives; however, many companies have similar products in market both in the appearances and in the functions, as they continually respond to the customers demands. Therefore, how to catch potential customers eyes and make them consume again has been the key of success in brand marketing. According to Bee and Kahles (2006) study, three characters for understanding the relationship of formation and maintenance have been noticed, including compliance, identification and internalization. Research studies also found a significant relationship between a companys corporate image and customers willingness to purchase the products (Pope& Voges, 2000). Besides, their results also showed a significant relationship between brand name and incentive to purchase the product. Clarke and Mannion (2006) noted that sports marketers may be compelled

to adapt current marketing approaches because of the differences in cultural values and general consumer behavior. The research also revealed that sports marketers comprehend a successful marketing plan in the Asian-American population.
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1.2 Purpose of Study The purpose of this study is to examine the relationship among three different brands in their marketing, the way of new products promotion and customers purchase incentives. 1.3 Research Questions Here are two questions in this research: 1. In what ways do customers get the information of new products? 2. What factors will affect the customers purchase incentive? 1.4 Hypotheses Hypothesis 1: Hiring well-known persons as the brand representative could stir the purchase incentive of college students. Hypothesis 2: Creative advertisement will affect the purchase incentive of college students. Hypothesis 3: The limited edition of products will affect the purchase incentive of college students. Hypothesis 4: Service provided by service personnel may have a close relationship with purchase incentive. Hypothesis 5: Placement Marketing on TV program will influence college students purchase incentive.
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1.5 Significance This study will provide the business with practical suggestions and references to promote the brand management and increase customer s responses. Furthermore, business might be more aware of the fact that fashion is a kind of indicator and need to have more creative ideas on new products. 1.6 Expected Results In this research, we expect to find if marketing strategies of sports brands will affect incentives of customers. On the aspect of identification of customer will affect purchase incentive mostly. Moreover, we are eager to find if advertisement including mass media, placement marketing, and advertisement sponsor will affect each others. Celebrity and fashion element are the main factors to affect and attract college students to buy new products.

1.7 Research Framework

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Chapter Two Literature Review This chapter will investigate the previous researches, including the importance of marketing strategies. These researchers found these factors related to purchase incentive of customer. 2.1 Brand loyalty Brand loyalty is referred to customers commitments to repurchase. It presents that customers continue to use the brand and repeat buying the product or service or other positive behaviors. Aaker (1984) presents that brand loyalty as a fundamental concept in strategic marketing. Now, brand loyalty has been used extensively in marketing. There are three types of brand loyalty: After-sale guarantee, Identification of customer and corporate image. Research studies found a significant relationship between a companys corporate image and customers willingness to purchase that companys products (Pope& Voges, 2000). According to Chuang and Lee (n.d.), the word customer is the central idea in Customer Relationship Management. When the enterprises work, they take the three steps- obtaining customers, enhancing the number of customers, and maintaining the number of customers, expanded into four central relationships which enterprises hope to accomplish customers satisfaction. According to the developed relationship between enterprises and customers, they can be divided into
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Customer Capture, Customer Purchase, Customer Service and Customer Analysis. 2.2 Celebrity In their study, Bush, Martin and Bushs (2004) examined the relationship among athlete role models, teenagers purchase incentives and behaviors. And they noted advertisers spend millions of dollars on hiring famous athletes to promote their products. For advertisers, there are great potential at target markets- teenagers. Because teenagers have been became a part of Generation Y, who were born between 1977 and 1994. Researchers investigated whether sports celebrity affect teenagers purchase incentives and behaviors. This study has found teenagers select products depending on mass media. They also found sports celebrities have positive influence on teenagers brand loyalty. Teenagers play an important factor for advertisers doing marketings. It is important to make sponsors know the impact of sport celebrity (Bush, Martin and Bushs, 2004).Some researchers found three most inf luential source affecting customers purchase incentives, brand attitudes and attitudes towards the advertisement are celebrity trustworthiness, celebrity expertise, and celebrity attractiveness ( Amos, Holmes & Strutton, 2008, p.209)

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2.3 Advertisement Advertising means a way of marketing communication to persuade potential customers to buy products or particular brand. It usually includes the name of a product or service, products benefits, even memorable slogan to attract customers eyes. Creative advertisements are interesting and always stay customers mind. Advertisements became prospering in the late 19th and early 20th. There is diversity of mass media to promote products, such as newspapers, magazines, television, radio, billboards or direct mail. Moreover, in modern society, internet has become a new trend for shopping. It has been considered as one of the key factors to affect and attract customers shopping online, Wang (2010). 2.4 Service Chuang and Lee (n.d.) stressed that companies whose aim to sell products must also provide service to customers, including before-sale service and after-sale guarantee which are valuable and important to customers. After-sale service means the need to meet any requirements from customers after selling, which is essential to hold brand loyalty of customers. Therefore, enterprises must take it seriously to deal with the management regarding after-sale service. Also, the research shows that the management related to satisfaction of customers is significant to the Customer Relationship Management. When enterprises carry out Customer Relationship
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Management, the customer service should contain establishing service system, after-sale service management and the survey of customers satisfaction. The elements are valuable to achieve customers satisfaction. After-sale service is tightly connected with the satisfaction of customers to the brand. According to Bee and Kahles (2006) study, there are three qualities for understanding the relationship of formation and maintenance, including compliance, identification and internalization. Bee and Kahle also shows that relationship is the most important and powerful aspects of sports marketing; moreover, Kalakota and Robinsons (1999) research proposed the ideal architecture of customer relationship which is accomplished by obtaining customers, enhancing the number of customers, and maintaining the number of customers. However, it needs to be used through another function of management, such as sale and service to reach customers satisfy and accomplish the framework of customers relationship. 2.5 Placement Marketing Based on Boucher, Brunet and Fredettes (2008) research, advertisers always look for new channels or techniques to publicize their messages, and brand placement becomes a new form of communication. Furthermore, traditional media are failing promptness. Brand Placement has been practiced in the film and television industry. The purpose of this plan is to enhance brand recognition and cause an impact on
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purchasing incentive. The research also shows that there are three factors affect customers attitudes to products purchasing. The first one is recall, information that novel captures peoples attention easily, and it is also easier to remember. Second, brand recognition will increase peoples impression to the brand in an individuals recall. The final factor is state of mind, and it will affect individuals behavior. Applying Brand Placement as a way to promote the products, it makes an influence on customers memo ries. Meenaghan (2001) found multiple elements of brand identity are beneficial for establishing the brand image. In order to achieve brand image effects, one of better way to reach is marketing communication which is the most important part. However, commercial sponsorship is growing rapidly in marketing communication. Nowadays, commercial sponsorship is similar with advertisement in sponsorship investment. It increases the profile and image by sponsors. As this study indicates, there are three levels in image development. At the product brand level such as Coca-Cola and the Olympic Games. Coca-Cola increases brand image by sponsoring the famous sport games. In sponsor activity, advertisements convey some messages to intensify peoples impression on product . Mason (2005) noted that investigating how customers attitudes are formed and change are important and it is benefit to build an effective sport sponsorship. Also,
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researcher found attitudes can be divided into three components which are affective, cognitive, and behavior. However, brand belief has a relationship to customers cognitive on product. Although sponsorship is an indirect way to promote, dealer can reinforce corporate image in customers mind through plenty of activities, games, and rate of exposure. Therefore, corporate sponsorship increases customers awareness and impact customers attitudes.

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Chapter Three Methodology As shown on our research motivation and literature review, we have focused on investigating teenagers motivat ion when purchasing new products and its relationship with brand marketing strategies. This research will compare the relationships marketing management and customers purchase incentives among Adidas, Nike, and Puma. 3.1 Materials We will use questionnaires as a tool to do this research. The questionnaire was a revised version of the questionnaire designed by Liu (2004) in order to explore the relationship among brand associations, brand loyalty, and customer response-with sports shoes. The questionnaire was designed to know what factors will influence teenagers purchase incentive s. 3.2 Questionnaire Design According to the hypothesis, the questionnaire is divided into five parts which contains seventy-five questions in total. At first, we investigate the background

information of interviewees about gender, grade, average purchase period, the way of getting information, and average allowance per month. In the following are five partswell-known persons, advertisement, limited edition of products, service, and placement marketing.
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Part I contained five questions about well-known persons personal charming, popularity, social appearance, recommendation, and professional knowledge. This research will investigate how these factors influence teenagers purchase incentives. Part II contained five questions about product effect, high exposure rate, slogan, attraction, and preference of advertisement. This research will investigate how these factors influence teenagers purchase incentives. Part III contained five questions about unique style, effect of peers, superiority, design, and celebrity endorsement of limited edition. This research will investigate how these factors influence teenagers purchase incentives. Part IV contained five questions about personnel attitude, after-sale, return and exchange goods, provide new information, and send peripheral products of service. This research will investigate how these factors influence teenagers purchase incentives. Part V contained five questions about high exposure rate, plot, hot topic, and advertisement billboard of placement marketing. This research will investigate how these factors influence teenagers purchase incentives.

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3.3 Participants Because of the time limitation in the study, we used stratified random sampling. We have selected students of Ming Chuan University at Taoyuan campus as the subject in this research due to the fact that college student are the main consumer group of sport brand market. We will investigate the students of Department of Applied English at MCU. The participants were grouped into 4 groups from different levels. Each group would have fifty students. In this research, our participants are all Department of Applied English students age between 18 and 22. The interviewees are mainly in female because the ratio of female to male is 8:2 in Department of Applied English. Due to the test surrounding, the test subjects of junior are less than other grades. 3.4 Procedure First of all, we redesign questionnaire based on the original version by Liu (2004). This research questionnaire will be distributed formally to two hundred participants on December 1st, 2010. Then, pick up a class for each grade. We will provide these questionnaires to the students to finish it in the class about ten minutes. After one month, we retrieve forty-five invalid and one hundred fifty-five valid questionnaires.

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3.5 Data Analysis With the valid questionnaires, we will use EXCEL to analyze data and verify each research hypothesis. Based on the results, we generate the related charts and examine the influence of marketing strategies on college students purchase behavior in sport brand products to show percentage of each question, and to count. Doing so would make the results of research more specifically. 3.6 Timeline to Complete the Study Table3.1 Month
1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 11th 12th

Literature Review

Literature Classification

Questionnaire Design

Questionnaire Revise Data Collection

Results and Statistic

Discussion and Conclusion Paper Writing

Hand in Paper - 13 -

3.7 Statistics Results 3.7 .1 Background Information Figure3.1-Gender

According to figure 3.1, 79% (123 persons) of the interviewees were female. 21% (32 persons) of them were male. Figure3.2-Grade

According to figure 3.2, 23% (36 persons) of the interviewees were freshman, 33% (51 persons) of them were sophomore, 14% (22 persons) of them were junior, and 30% (46 persons) were senior.

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Q How often do you buy sports product? Figure3.3

According to figure 3.3, 31% of the interviewees (48 persons) would buy sports products half a year to one year. 23% (36 persons) would buy sports products half a year. QHow do you get information about sports product? Figure3.4

According to figure 3.4, 34% (103 persons) of the interviewees would get information from store. 24% (73 persons) of them got information from Internet. 18% (56 persons) of them would be influenced by TV Ads.

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Figure3.5 -Allowance per month

According to figure 3.5, 35%(54 persons) of the interviewees have allowance per month under NT$ 3000, 34%(53 persons) of the interviewees are NT$ 3001~5000, 20%(31 persons) of the interviewees are NT$ 5001~7500, 8%(12 persons) of the interviewees are NT$ 7501~10000, 3%(5 persons) of the interviewees are above NT$ 10001.

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Q How much do you think reasonable for spending sports products? Figure3.6

According to figure 3.6, 90% (140 persons) of the interviewees would spend under NT $ 3000 on sports products, 6% (10 persons) of them spend NT$ 3001~5000, 2% (3 persons) of them spend NT$ 5001~7500, 1% (1 persons) of them spend NT$ 7501~10000, 1% (1 persons) of them spend above NT$ 10001. Figure3.7-Preference for ADIDAS, NIKE and PUMA

According to figure 3.7, 63% (98 persons) of the interviewees favorite is ADIDAS, 29% (45 persons) of them secondary favorite is NIKE, 5% (8 persons) of them third favorite is PUMA, 3% (4 persons) is others.
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3.7.2 Well-known persons Figure 3.8- Statistics of well-known persons

ADIDAS

NIKE

PUMA

1.personal charming of well-known persons 2.popularity of well-known persons 3.social appearance of well-known persons 4.recommendation of well-known persons 5.professional knowledge of well-known persons According to figure 3.8, most interviewees agree personal charming of well-known persons will most influence their purchase incentives. In ADIDAS, there are 105 interviewees choose personal charming of well-known persons. In NIKE, In

there are 96 interviewees choose personal charming of well-known persons. PUMA, there are 77 interviewees choose personal charming of well-known persons.

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3.7.3 Advertisement Figure 3.9- Statistics of advertisement.

ADIDAS

NIKE

PUMA

1. product effect in the Ads 2. high exposure rate of Ads 3. slogan of Ads 4. Ads attraction. 5. preference of Ads According to figure 3.9, most interviewees agree product effect in the Ads will
most influence their purchase incentives. In ADIDAS, there are 132 interviewees

choose the product effect in the Ads.

product effect in the Ads. effect in the Ads.

In NIKE, there are 124 interviewees choose the

In PUMA, there are 99 interviewees choose the product

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3.7.4 Limited edition Figure 3.10- Statistics of limited edition.

ADIDAS

NIKE

PUMA

1. the unique style of limited edition 2. the influences from peers. 3. the superiority of limited edition

4. 5.

the design of limited edition the limited edition with celebrity endorsement

According to figure 3.10, most interviewees agree the design of limited edition
will most influence their purchase incentives.

In ADIDAS, there are 127

interviewees choose the design of limited edition. In NIKE, there are 116 interviewees choose the design of limited edition. In PUMA, there are 89 interviewees choose the
design of limited edition.

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3.7.5 Service Figure 3.11- Statistics of service.

ADIDAS

NIKE

PUMA

1. the attitude of service personnel 2. after-sale service 3. the service about returning and exchanging goods 4. the seller initiative to provide new product information 5. sending peripheral products According to figure 3.11, most interviewees agree the attitude of service personnel
and after-sale service will most influence their purchase incentives.

In ADIDAS, there

are 135 interviewees choose the after-sale service. interviewees choose t the attitude of service personnel. interviewees choose the attitude of service personnel

In NIKE, there are 134 In PUMA, there are 113

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3.7.6 Placement marketing Figure 3.12- Statistics of placement marketing. ADIDAS NIKE PUMA

1. the high exposure rate of placing products in movies/ dramas 2. placing product in the movie/ drama 3. the hot topic of product in the movie/ drama 4. the billboard of product at the competition arena 5. the advertising of product placement According to figure 3.12, most interviewees agree the high exposure rate of placing
products in movies/ dramas and the hot topic of product in the movie/ drama will most

influence their purchase incentives.

In ADIDAS, there are 87 interviewees choose

the high exposure rate of placing products in movies/ dramas and the hot topic of product in the movie/ drama.

In NIKE, there are 90 interviewees choose the high exposure rate of In PUMA, there are 64 interviewees choose the

placing products in movies/ dramas.

high exposure rate of placing products in movies/ dramas.

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Chapter Four Results and Discussion

This chapter describes research the data according to the valid questionnaires. Then test would be carried out to ascertain the relationships among well-known persons, advertisement, limited edition, service, and placement marketing in the case of sport brand- Adidas, Nike, and Puma.

4.1 ADIDAS Part One- Well-known persons Figure 4.1-The personal charming of well-known persons will influence customers purchase incentives
8% (13) 3% (4) 10% (15) 20% (31)

59% (92)

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the personal charming of well-known persons. According to figure 4.1, most interviewees (59%+8%, 105 persons) chose satisfied and only 13% (19 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that the personal charming of well-known persons will influence their purchase incentives.

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Figure 4.2-The popularity of well-known persons will influence customers purchase incentive
9% (14) 43% (66) 3% (4) 12% (19) 33% (52) Strongly Dissatisfied

Dissatisfied
Neutral Satisfied

Strongly Satisfied

1. Result: The chart was about the degree of influence of the popularity of well-known persons. According to figure 4.2, most interviewees (43%+9%, 80 persons) chose satisfied and only 15% (23 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the popularity of well-known persons will influence their purchase incentives. Figure 4.3-The social appearance of well-known persons will influence customers purchase incentives
8% (12) 2% (3) 10% (15) 35% (55) Strongly Dissatisfied Dissatisfied 45% (70)

Neutral
Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the social appearance of well-known persons. According to figure 4.3, most interviewees (45%+8%, 82 persons) chose satisfied and only 12% (18 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the social appearance of well-known persons will influence their purchase incentives.
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Figure 4.4-The recommendation of well-known persons will influence customers purchase incentives
7% (11) 1% (2)

20% (31)

38% (58)
34% (53)

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the recommendation of well-known persons. According to figure 4.4, most interviewees (38%+7%, 69 persons) chose satisfied, and only 21% (33 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the recommendation of well-known persons will influence their purchase incentives. Figure 4.5-The professional knowledge of well-known persons will influence customers purchase incentive.
6% (9) 2% (4)

12% (18)

Strongly Dissatisfied Dissatisfied

34% (53)

Neutral
Satisfied 46% (71) Strongly Satisfied

1. Result: The chart was about the degree of influence of the professional knowledge of well-known persons. According to figure 4.5, 40% (62 persons) of interviewees chose satisfied, and only 14% (22 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most students think that the professional knowledge of well-known persons will not affect their purchase incentives.
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According to the statistics in part one, the personal charming of well-known persons influences customers purchase incentives the deepest.

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Part two- Advertisement Figure 4.6-The product effect in the Ads will influence customers purchase incentives
13% (20)
0% (0) 72% (112) 1% (1) 14% (22)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the product effect in the Ads. According to figure 4.6, most interviewees (72%+13%, 132 persons) chose satisfied, and only 1% (1 person) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that the product effect in the Ads will influence their purchase incentives. Figure 4.7- The high exposure rate of Ads will influence customers purchase incentives
10% (16) 11% (17) 1% (2)
24% (37)

Strongly Dissatisfied
Dissatisfied Neutral

54% (83)

Satisfied

1. Result: The chart was about the degree of influence of the high exposure rate of Ads. According to figure 4.7, most interviewees (54%+10%, 99 persons) chose satisfied and only 12% (19 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the high exposure rate of Ads will influence their purchase incentives.

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Figure 4.8-The slogan of Ads will influence customers purchase incentives

8% (12) 38% (59) 3% (4) 12% (19)

Strongly Dissatisfied
Dissatisfied

Neutral 39% (61)

Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the slogan of Ads. According to figure 4.8, most interviewees (38%+8%, 71 persons) chose satisfied and only 15% (23 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the slogan of Ads will influence their purchase incentives. Figure 4.9-Customers will increase their purchase incentives by Ads attraction
1% (1) 11% (17) 21% (32)

14% (22)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied

53% (83)

Strongly Satisfied

1. Result: The chart was about the degree of influence of Ads attraction. According to figure 4.9, most intervie wees (53%+14%, 105 persons) chose satisfied and only 12% (18 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that they will increase their purchase incentives by Ads attraction.

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Figure 4.10- The preference of Ads will influence customers purchase incentives
10% (15) 2% (3)
11% (18)

Strongly Dissatisfied
Dissatisfied

28% (43) 49% (76)

Neutral
Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the preference of Ads. According to figure 4.10, most interviewees (49%+10%, 91 persons) chose satisfied and only 13% (21 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the preference of Ads will influence their purchase incentives. According to the statistics in part two, product effect in the Ads influences customers purchase incentives the deepest.

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Part three- Limited edition Figure 4.11-The unique style of limited edition will influence customers purchase incentives
22% (34)
2% (3) 15% (24) Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

17% (26)

44% (68)

1. Result: The chart was about the degree of influence of the unique style of limited edition. According to figure 4.11, most interviewees (44%+22%, 102 persons) chose satisfied, and only 17% (27 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the unique style of limited edition will influence their purchase incentives. Figure 4.12-It will increase customers purchase incentives to buy limited edition by the influences from peers
15% (24) 3% (4) 16% (25)

Strongly Dissatisfied
Dissatisfied

21% (32)
45% (70)

Neutral
Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of peers. According to figure 4.12, most interviewees (45%+15%, 94 persons) chose satisfied and only 19% (29 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that they will increase their purchase incentives to buy limited edition by the influences from peers.

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Figure 4.13-The superiority of limited edition will influence customers purchase incentives
16% (25) 3% (4) 15% (24)

Strongly Dissatisfied
Dissatisfied

Neutral
41% (63) 25% (39) Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the superiority of limited edition. According to figure 4.13, most interviewees (41%+16%, 88 persons) chose satisfied and only 18% (28 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the superiority of limited edition will influence their purchase incentives. Figure 4.14-The design of limited edition will influence customers purchase incentives
27% (42) 1% (1) 5% (8) 12% (19) Strongly Dissatisfied Dissatisfied Neutral Satisfied

55% (85)

1. Result: The chart was about the degree of influence of the design of limited edition. According to figure 4.14, most interviewees (55%+27%, 127 persons) chose satisfied, and only 6% (9 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that the design of limited edition will influence their purchase incentives.

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Figure 4.15-The limited edition with celebrity endorsement will influence customers purchase incentives
13% (20) 3% (5) 18% (28) Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

34% (52) 32% (50)

1. Result: The chart was about the degree of influence of the limited edition with celebrity endorsement. According to figure 4.15, 47% (72 persons) of interviewees chose satisfied, and 21% (33 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, most students think that the limited edition with celebrity endorsement will not influence their purchase incentives. According to the statistics in part three, the design of limited edition influences customers purchase incentives the deepest.

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Part four- Service Figure 4.16-The attitude of service personnel will influence customers purchase incentives
1% (1) 39% (60) 10% (16) 6% (9) Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

44% (69)

1. Result: The chart was about the degree of influence of the attitude of service personnel. According to figure 4.16, most interviewees (44%+39%, 129 persons) chose satisfied and only 10% (16 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that the attitude of service personnel will influence their purchase incentives. Figure 4.17-After-sale service will influence customers purchase incentives
13% (20) 3% (5) 18% (28)

34% (52) 32% (50)

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of after-sale service. According to figure 4.17, most interviewees (34%+13%, 72 persons) chose satisfied and 21% (33 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that after-sale service will influence their purchase incentives.

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Figure 4.18-The service about returning and exchanging goods will influence customers purchase incentives
34% (52)
0% (0) 3% (5)

14% (22)

49% (76)

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of service about returning and exchanging goods. According to figure 4.18, most interviewees (49%+34%, 148 persons) chose satisfied and only 3% (5 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that service about returning and exchanging goods will influence their purchase incentives. Figure 4.19-The seller initiative to provide new product information will influence customers purchase incentives
21% (33)
1% (2) 1% (2) 31% (47) Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

46% (71)

1. Result: The chart was about the degree of influence of the seller initiative to provide new product information. According to figure 4.19, most interviewees (46%+21%, 104 persons) chose satisfied and only 2% (4 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the seller initiative to provide new product information will influence their purchase incentives.

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Figure 4.20- Sending peripheral products will influence customers purchase incentives
24% (37)
0% (0) 55% (86) 2% (3)

Strongly Dissatisfied
Dissatisfied Neutral

19% (29)

Satisfied

1. Result: The chart was about the degree of influence of sending peripheral products. According to figure 4.20, most interviewees (55%+24%, 123 persons) chose satisfied and only 2% (3 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that sending peripheral products will influence their purchase incentives. According to the statistics in part four, after-sale service influences customers purchase incentives the deepest.

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Part Five- Placement marketing Figure 4.21-The high exposure rate of placing products in movies/ dramas will influence customers purchase incentives
8% (12) 2% (3)

9% (14)

Strongly Dissatisfied Dissatisfied

Neutral Satisfied Strongly Satisfied

48% (75)

33% (51)

1. Result: The chart was about the degree of influence of the high exposure rate of placing products in movies/ dramas. According to figure 4.21, most interviewees (48%+8%, 87 persons) chose satisfied and 11% (17 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the high exposure rate of placing products in movies/ dramas will influence their purchase incentives. Figure 4.22-Customers purchase incentives will be influenced by placing product in the movie/ drama
9% (14) 2% (3) 10% (16) 36% (55)

Strongly Dissatisfied Dissatisfied Neutral

43% (67)

1. Result: The chart was about the degree of influence of placing product in the movie/ drama. According to figure 4.22, most interviewees (43%+9%, 81 persons) chose satisfied and 12% (19 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that their purchase incentives will be influenced by placing product in the movie/ drama.
- 36 -

Figure 4.23-The hot topic of product in the movie/ drama will influence customers purchase incentives
11% (17) 3% (4) 13% (21)

Strongly Dissatisfied
Dissatisfied

45% (70)

28% (43)

Neutral

Satisfied

1. Result: The chart was about the degree of influence of the hot topic of product in the movie/ drama. According to figure 4.23, most interviewees (45%+11%, 87 persons) chose satisfied and 16% (25 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the hot topic of product in the movie/ drama will influence their purchase incentives. Figure 4.24-The billboard of product at the competition arena will influence customers purchase incentives
6% (10) 3% (4)

18% (28)

Strongly Dissatisfied
Dissatisfied Neutral

35% (54)

38% (59)

Satisfied

1. Result: The chart was about the degree of influence of the billboard of product at the competition arena. According to figure 4.24, 41% (64 persons) of interviewees chose satisfied and 21% (32 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, most people think that the billboard of product at the competition arena will not influence their purchase incentives.

- 37 -

Figure 4.25-The advertising of product placement will more influence customers purchase incentives than general advertising
7% (11) 32% (50) 1% (2) 15% (23)

Strongly Dissatisfied
Dissatisfied Neutral

45% (69)

Satisfied

1. Result: The chart was about the degree of influence of the advertising of product placement. According to figure 4.25, 39% (61 persons) of interviewees chose satisfied and 16% (25 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most people think that the advertising of product placement will not more influence their purchase incentives than general advertising. According to the statistics in part five, the high exposure rate of placing products in movies/ dramas and the hot topic of product in the movie/ drama influence customers purchase incentives the deepest.

- 38 -

4.2 NIKE Part One- Well-known persons Figure 4.26- The personal charming of well-known persons will influence customers purchase incentives
8% (13) 2% (3) 12% (18) 26% (41) 52% (80)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the personal charming of well-known persons. According to figure 4.26, most interviewees (52%+8%, 93 persons) chose satisfied and only 14% (21 persons) of them chose dissatisfied. 2. Analysis: More half of interviewees agree that the personal charming of well-known persons will influence their purchase incentives. Figure 4.27-The popularity of well-known persons will influence customers purchase incentives
6% (10) 2% (3) 12% (19)

Strongly Dissatisfied
Dissatisfied

44% (68)

Neutral
36% (55) Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the popularity of well-known persons. According to figure 4.27, most interviewees (44%+6%, 78 persons) chose satisfied and only 14% (22 persons) of them chose dissatisfied.
- 39 -

2. Analysis: More than half of interviewees agree that the popularity of well-known persons will influence their purchase incentives. Figure 4.28-The social appearance of well-known persons will influence customers purchase incentives
8% (13) 2% (3) 8% (13)

Strongly Dissatisfied
Dissatisfied

46% (71)

36% (55)

Neutral

Satisfied

1. Result: The chart was about the degree of influence of the social appearance of well-known persons. According to figure 4.28, most interviewees (46%+8%, 84 persons) chose satisfied and only 10% (16 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the social appearance of well-known persons will influence their purchase incentives. Figure 4.29-The recommendation of well-known persons will influence customers purchase incentives
6% (9) 2% (4) 16% (25) 39% (60) 37% (57)

Strongly Dissatisfied
Dissatisfied Neutral

Satisfied

1. Result: The chart was about the degree of influence of the recommendation of well-known persons. According to figure 4.29, most interviewees (39%+6%, 69 persons) chose satisfied, and only 18% (29 persons) of them chose dissatisfied.
- 40 -

2. Analysis: Based on the chart, it showed that most students think that the recommendation of well-known persons will not affect their purchase incentives. Figure 4.30-The professional knowledge of well-known persons will influence customers purchase incentives
5% (8) 3% (5) 12% (19)

Strongly Dissatisfied
Dissatisfied

36% (55)

Neutral
44% (68) Satisfied Strongly Satisfied

1.

Result: The chart was about the degree of influence of the professional knowledge of well-known persons. According to figure 4.30, 41% (63 persons) of interviewees chose satisfied, and only 15% (24 persons) of them chose dissatisfied.

2.

Analysis: Based on the chart, it showed that most students think that the professional knowledge of well-known persons will not affect their purchase incentives. According to the statistics in part one, the personal charming of well-known

persons influences customers purchase incentives the deepest.

- 41 -

Part two- Advertisement Figure 4.31-The product effect in the Ads will influence customers purchase incentives
13% (20) 1% (2) 5% (8) 14% (21)

Strongly Dissatisfied
Dissatisfied Neutral

67% (104)

Satisfied

1. Result: The chart was about the degree of influence of the product effect in the Ads. According to figure 4.31, most interviewees (67%+13%, 124 persons) chose satisfied, and only 6% (10 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that the product effect in the Ads will influence their purchase incentives. Figure 4.32- The high exposure rate of Ads will influence customers purchase incentives
7% (10) 48% (75) 1% (2) 12% (19) 32% (49)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the high exposure rate of Ads. According to figure 4.32, most interviewees (48%+7%, 85 persons) chose satisfied and only 13% (21 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the high exposure rate of Ads will influence their purchase incentives.

- 42 -

Figure 4.33-The slogan of Ads will influence customers purchase incentives

11% (17) 2% (3) 11% (17)

Strongly Dissatisfied
Dissatisfied

36% (56)

Neutral

40% (62)

Satisfied

1. Result: The chart was about the degree of influence of the slogan of Ads. According to figure 4.33, most interviewees (36%+11%, 73 persons) chose satisfied and only 13% (20 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the slogan of Ads will influence their purchase incentives. Figure 4.34-Customers will increase their purchase incentives by Ads attraction
8 % (13) 2% (3)

11% (17) 16% (25)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied

63% (97)

Strongly Satisfied

1. Result: The chart was about the degree of influence of Ads attraction. According to figure 4.34, most interviewees (63%+8%, 110 persons) chose satisfied and only 13% (20 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that they will increase their purchase incentives by Ads attraction.

- 43 -

Figure 4.35-The preference of Ads will influence customers purchase incentives

8% (13) 3% (5) 9% (13) 28% (43)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied Strongly Satisfied

52% (81)

1. Result: The chart was about the degree of influence of the preference of Ads. According to figure 4.35, most interviewees (52%+8%, 94 persons) chose satisfied and only 12% (18 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the preference of Ads will influence their purchase incentives. According to the statistics in part two, product effect in the Ads influences customers purchase incentives the deepest.

- 44 -

Part three- Limited edition Figure 4.36-The unique style of limited edition will influence customers purchase incentives
19% (30) 2% (3) 13% (20) 21% (32)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied Strongly Satisfied

45% (70)

1. Result: The chart was about the degree of influence of the unique style of limited edition. According to figure 4.36, most interviewees (45%+19%, 100 persons) chose satisfied, and only 15% (23 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the unique style of limited edition will influence their purchase incentives. Figure 4.37-It will increase customers purchase incentives to buy limited edition by the influences from peers
10% (16) 2% (3) 13% (20) 25% (38) 50% (78) Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of peers. According to figure 4.37, most interviewees (50%+10%, 94 persons) chose satisfied and only 15% (23 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that they will increase their purchase incentives to buy limited edition by the influences from peers.

- 45 -

Figure 4.38-The superiority of limited edition will influence customers purchase incentives
14% (22) 3% (4) 16% (25)

Strongly Dissatisfied
Dissatisfied

Neutral
39% (60)

28% (44)

Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the superiority of limited edition. According to figure 4.38, most interviewees (39%+14%, 82 persons)

chose satisfied and only 19% (29 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the superiority of limited edition will influence their purchase incentives. Figure 4.39-The design of limited edition will influence customers purchase incentives
25% (16) 1% (3) 50% (78) 7% (20) 17% (38)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the design of limited edition. According to figure 4.39, most interviewees (50%+25%, 94 persons) chose satisfied, and only 8% (23 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the design of limited edition will influence their purchase incentives.

- 46 -

Figure 4.40-The limited edition with celebrity endorsement will influence customers purchase incentives
15% (23)
3% (5)

20% (31)

Strongly Dissatisfied
Dissatisfied

Neutral 34% (52)

28% (44) Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the limited edition with celebrity endorsement. According to figure 4.40, 49% (75 persons) of interviewees chose satisfied, and 23% (36 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, most students think that the limited edition with celebrity endorsement will not influence their purchase incentives. According to the statistics in part three, the design of limited edition influences customers purchase incentives the deepest.

- 47 -

Part four- Service Figure 4.41-The attitude of service personnel will influence customers purchase incentives
0% (0) 34% (53) 3% (4) 11% (17)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied

52% (81)

Strongly Satisfied

1. Result: The chart was about the degree of influence of the attitude of service personnel. According to figure 4.41, most interviewees (52%+34%, 134 persons) chose satisfied and only 3% (4 persons) of them chose dissatisfied. 2. Analysis: More than three-fourths agree that the attitude of service personnel will influence their purchase incentives. Figure 4.42-After-sale service will influence customers purchase incentive
1% (2) 29% (45) 3% (4) 12% (18)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied 55% (86) Strongly Satisfied

1. Result: The chart was about the degree of influence of after-sale service. According to figure 4.42, most interviewees (55%+29%, 131 persons) chose satisfied and only 4% (6 persons) of them chose dissatisfied. 2. Analysis: Almost two-thirds agree that after-sale service will influence their purchase incentives.

- 48 -

Figure 4.43-The service about returning and exchanging goods will influence customers purchase incentives
31% (48) 1% (2) 4% (6)

14% (22)

50% (77)

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of service about returning and exchanging goods. According to figure 4.43, most interviewees (50%+31%, 125 persons) chose satisfied and only 5% (8 persons) of them chose dissatisfied. 2. Analysis: More than three-fourths agree that service about returning and exchanging goods will influence their purchase incentives. Figure 4.44-The seller initiative to provide new product information will influence customers purchase incentives
22% (34) 1% (1) 50% (78) 3% (5) 24% (37)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the seller initiative to provide new product information. According to figure 4.44, most interviewees (50%+22%, 112 persons) chose satisfied and only 4% (6 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that the seller initiative to provide new product information will influence their purchase incentives.

- 49 -

Figure 4.45- Sending peripheral products will influence customers purchase incentives
22% (34) 1% (2) 52% (81) 3% (4)

22% (34)

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of sending peripheral products. According to figure 4.45, most interviewees (52%+22%, 115 persons) chose satisfied and only 4% (6 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that sending peripheral products will influence their purchase incentives. According to the statistics in part four, the attitude of service personnel influences customers purchase incentives the deepest.

- 50 -

Part Five- Placement marketing Figure 4.46- The high exposure rate of placing products in movies/ dramas will influence customers purchase incentives
12% (18) 3% (5) 10% (16)

47% (72)

28% (44)

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the high exposure rate of placing products in movies/ dramas. According to figure 4.46, most interviewees (47%+12%, 90 persons) chose satisfied and 13% (21 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the high exposure rate of placing products in movies/ dramas will influence their purchase incentives. Figure 4.47-Customers purchase incentives will be influenced by placing product in the movie/ drama
10% (12) 2% (4) 13% (20) 32% (49) Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

43% (65)

1. Result: The chart was about the degree of influence of placing product in the movie/ drama. According to figure 4.47, most interviewees (43%+10%, 77 persons) chose satisfied and 15% (24 persons) of them chose dissatisfied. 2. Analysis: Half the interviewees agree that their purchase incentives will be influenced by placing product in the movie/ drama.
- 51 -

Figure 4.48-The hot topic of product in the movie/ drama will influence customers purchase incentives
8% (12) 2% (3) 17% (26) Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

42% (65)

31% (49)

1. Result: The chart was about the degree of influence of the hot topic of product in the movie/ drama. According to figure 4.48, most interviewees (42%+8%, 77 persons) chose satisfied and 19% (29 persons) of them chose dissatisfied. 2. Analysis: Half the interviewees agree that the hot topic of product in the movie/ drama will influence their purchase incentives. Figure 4.49-The billboard of product at the competition arena will influence customers purchase incentives
5% (8) 38% (58) 2% (3) 19% (30)

Strongly Dissatisfied
Dissatisfied Neutral

36% (56)

Satisfied

1. Result: The chart was about the degree of influence of the billboard of product at the competition arena. According to figure 4.49, 43% (66 persons) of interviewees chose satisfied and 21% (33 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, most people think that the billboard of product at the competition arena will not influence their purchase incentives.

- 52 -

Figure 4.50-The advertising of product placement will more in fluence customers purchase incentives than general advertising
7% (11) 34% (52) 3% (5) 17% (27)

Strongly Dissatisfied
Dissatisfied Neutral

Satisfied
39% (60) Strongly Satisfied

1. Result: The chart was about the degree of influence of the advertising of product placement. According to figure 4.50, 41% (63 persons) of interviewees chose satisfied and 20% (32 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most people think that the advertising of product placement will not more influence their purchase incentives than general advertising. According to the statistics in part five, the high exposure rate of placing products in movies/ dramas and the hot topic of product in the movie/ drama influence customers purchase incentives the deepest.

- 53 -

4.3 PUMA Part One- Well-known persons Figure 4.51- The personal charming of well-known persons will influence customers purchase incentives
11% (17) 4% (7) 13% (20) 39% (60) 33% (51) Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the personal charming of well-known persons. According to figure 4.51, most interviewees (39%+11%, 77 persons) chose satisfied and only 17% (27 persons) of them chose dissatisfied. 2. Analysis: Half the interviewees agree that the personal charming of well-known persons will influence their purchase incentives. Figure 4.52-The popularity of well-known persons will influence customers purchase incentives
9% (14) 32% (49) 4% (7)

18% (28)

37% (57)

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the popularity of well-known persons. According to figure 4.52, most interviewees (32%+9%, 63 persons) chose satisfied and only 22% (35 persons) of them chose dissatisfied.
- 54 -

2. Analysis: Based on the chart, it showed that most people think that the popularity of well-known persons will not more influence their purchase incentives. Figure 4.53-The social appearance of well-known persons will influence customers purchase incentives
7% (14) 32% (49) 4% (7)

14% (22)

Strongly Dissatisfied
Dissatisfied Neutral

Satisfied
43% (66) Strongly Satisfied

1. Result: The chart was about the degree of influence of the social appearance of well-known persons. According to figure 4.53, 39% (63 persons) of interviewees chose satisfied and 18% (29 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most students think that the social appearance of well-known persons will not affect their purchase incentives. Figure 4.54-The recommendation of well-known persons will influence customers purchase incentives
26% (41) 6% (9) 5% (7)

24% (37)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied 39% (61) Strongly Satisfied

1. Result: The chart was about the degree of influence of the recommendation of well-known persons. According to figure 4.54, 32% (50 persons) of interviewees chose satisfied and 29% (44 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most students think that the recommendation of well-known persons will not affect their purchase incentives.
- 55 -

Figure 4.55-The professional knowledge of well-known persons will influence customers purchase incentives
5% (7) 4% (7)

17% (26)

25% (39)

49% (76)

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the professional knowledge of well-known persons. According to figure 4.55, 30% (46 persons) of interviewees chose satisfied, and 21% (33 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most students think that the professional knowledge of well-known persons will not affect their purchase incentives. According to the statistics in part one, the personal charming and the popularity of well-known persons influences customers purchase incentives the deepest.

- 56 -

Part two- Advertisement Figure 4.56-The product effect in the Ads will influence customers purchase incentives
9% (14)
2% (3) 11% (17)

Strongly Dissatisfied
Dissatisfied

23% (36) 55% (85)

Neutral
Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the product effect in the Ads. According to figure 4.56, most interviewees (55%+9%, 99 persons) chose satisfied and only 13% (20 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the product effect in the Ads will influence their purchase incentives. Figure 4.57- The high exposure rate of Ads will influence customers purchase incentives
8% (13) 43% (66) 30% (47) 3% (5) 16% (24)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the high exposure rate of Ads. According to figure 4.57, most interviewees (43%+8%, 79 persons) chose satisfied and only 19% (29 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the high exposure rate of Ads will influence their purchase incentives.

- 57 -

Figure 4.58-The slogan of Ads will influence customers purchase incentives

7% (10) 5% (8) 12% (19)

Strongly Dissatisfied
Dissatisfied

33% (51)

Neutral
Satisfied 43% (67) Strongly Satisfied

1. Result: The chart was about the degree of influence of the slogan of Ads. According to figure 4.58, 40% (61 persons) of interviewees chose satisfied and 17% (27 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most students think that the slogan of Ads will not influence their purchase incentives. Figure 4.59-Customers will increase their purchase incentives by Ads attraction
9% (14) 4% (6)

12% (18)

45% (70)

30% (47)

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of Ads attraction. According to figure 4.59, most interviewees (45%+9%, 84 persons) chose satisfied and only 16% (24 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that they will increase their purchase incentives by Ads attraction.

- 58 -

Figure 4.60-The preference of Ads will influence customers pu rchase incentives

10% (15) 4% (7) 12% (18) Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

42% (66)
32% (49)

1. Result: The chart was about the degree of influence of the preference of Ads. According to figure 4.60, most interviewees (42%+10%, 81 persons) chose satisfied and only 16% (25 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the preference of Ads will influence their purchase incentives. According to the statistics in part two, product effect in the Ads influences customers purchase incentives the deepest.

- 59 -

Part three- Limited edition Figure 4.61-The unique style of limited edition will influence customers purchase incentives
13% (20) 2% (3) 20% (31) Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

34% (53)
31% (48)

1. Result: The chart was about the degree of influence of the unique style of limited edition. According to figure 4.61, 47% (73 persons) of interviewees chose satisfied and 22% (34 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most students think that the unique style of limited edition will not influence their purchase incentives. Figure 4.62-It will increase customers purchase incentives to buy limited edition by the influences from peers
11% (17) 3% (5)
23% (36)

33% (51) 30% (46)

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of peers. According to figure 4.62, 44% (68 persons) of interviewees chose satisfied and 26% (41 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most students think that they will not increase their purchase incentives to buy limited edition by the influences from peers.
- 60 -

Figure 4.63-The superiority of limited edition will influence customers purchase incentives
8% (13) 5% (7) 22% (34)

Strongly Dissatisfied
Dissatisfied

33% (51)

Neutral
Satisfied 32% (50) Strongly Satisfied

1. Result: The chart was about the degree of influence of the superiority of limited edition. According to figure 4.63, 41% (64 persons) interviewees chose satisfied and 27% (41 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most students think that the superiority of limited edition will not influence their purchase incentives. Figure 4.64-The design of limited edition will influence customers purchase incentives
15% (24) 3% (5) 14% (21) 26% (40) 42% (65)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the design of limited edition. According to figure 4.64, most interviewees (42%+15%, 89 persons) chose satisfied and only 17% (26 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the design of limited edition will influence their purchase incentives.

- 61 -

Figure 4.65-The limited edition with celebrity endorsement will influence customers purchase incentives
10% (16) 4% (6)

24% (37)

20% (31)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied 42% (65) Strongly Satisfied

1. Result: The chart was about the degree of influence of the limited edition with celebrity endorsement. According to figure 4.65, 34% (53 persons) of interviewees chose satisfied and 24% (37 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, most students think that the limited edition with celebrity endorsement will not influence their purchase incentives. According to the statistics in part three, the design of limited edition influences customers purchase incentives the deepest.

- 62 -

Part four- Service Figure 4.66-The attitude of service personnel will influence customers purchase incentives
28% (44)
2% (3) 5% (8) 20% (31) Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

45% (69)

1. Result: The chart was about the degree of influence of the attitude of service personnel. According to figure 4.66, most interviewees (45%+28%, 113 persons) chose satisfied and only 7% (11 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that the attitude of service personnel will influence their purchase incentives. Figure 4.67-After-sale service will influence customers purchase incentives
22% (35)
2% (3) 4% (6)

22% (34)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied 50% (77) Strongly Satisfied

1. Result: The chart was about the degree of influence of after-sale service. According to figure 4.67, most interviewees (50%+22%, 112 persons) chose satisfied and only 6% (9 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that after-sale service will influence their purchase incentives.

- 63 -

Figure 4.68-The service about returning and exchanging goods will influence customers purchase incentives
21% (32) 2% (3) 2% (3) 24% (38)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied

51% (79)

Strongly Satisfied

1. Result: The chart was about the degree of influence of service about returning and exchanging goods. According to figure 4.68, most interviewees (51%+21%, 111 persons) chose satisfied and only 4% (6 persons) of them chose dissatisfied. 2. Analysis: More than two-thirds agree that service about returning and exchanging goods will influence their purchase incentives. Figure 4.69-The seller initiative to provide new product information will influence customers purchase incentives
16% (24)
3% (4) 6% (10) 32% (50) 43% (67) Strongly Dissatisfied Dissatisfied

Neutral
Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the seller initiative to provide new product information. According to figure 4.69, most interviewees (43%+16%, 91 persons) chose satisfied and only 9% (14 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that the seller initiative to provide new product information will influence their purchase incentives.

- 64 -

Figure 4.70- Sending peripheral products will influence customers purchase incentives
17% (27) 3% (4)

4% (6)
30% (47)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied 46% (71) Strongly Satisfied

1. Result: The chart was about the degree of influence of sending peripheral products. According to figure 4.70, most interviewees (46%+17%, 98 persons) chose satisfied and only 7% (10 persons) of them chose dissatisfied. 2. Analysis: More than half of interviewees agree that sending peripheral products will influence their purchase incentives. According to the statistics in part four, the attitude of service personnel influences customers purchase incentives the deepest.

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Part Five- Placement marketing Figure 4.71- The high exposure rate of placing products in movies/ dramas will influence customers purchase incentives
8% (12) 33% (52) 3% (5) 15% (23) 41% (63) Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

1. Result: The chart was about the degree of influence of the high exposure rate of placing products in movies/ dramas. According to figure 4.71, interviewees 41% (64 persons) chose satisfied and 18% (28 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most students think that the high exposure rate of placing products in movies/ dramas will not influence their purchase incentives. Figure 4.72-Customers purchase incentives will be influenced by placing product in the movie/ drama
8% (12) 4% (6) 18% (29)

Strongly Dissatisfied
Dissatisfied

28% (43)

Neutral
Satisfied

42% (65)

Strongly Satisfied

1. Result: The chart was about the degree of influence of placing product in the movie/ drama. According to figure 4.72, 36% (55 persons) of interviewees chose satisfied and 22% (35 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most students think that their purchase incentives will not be influenced by placing product in the movie/
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drama. Figure 4.73-The hot topic of product in the movie/ drama will influence customers purchase incentives
7% (11) 32% (49) 3% (5)

17% (27)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied

41% (63)

Strongly Satisfied

1. Result: The chart was about the degree of influence of the hot topic of product in the movie/ drama. According to figure 4.73, 39% (60 persons) interviewees chose satisfied and 20% (32 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most students think that the hot topic of product in the movie/ drama will influence their purchase incentives. Figure 4.74-The billboard of product at the competition arena will influence customers purchase incentives
5% (7) 3% (4)

25% (39)

19% (30)

Strongly Dissatisfied
Dissatisfied

Neutral
Satisfied 48% (75) Strongly Satisfied

1. Result: The chart was about the degree of influence of the billboard of product at the competition arena. According to figure 4.74, 30% (46 persons) of interviewees chose satisfied and 22% (34 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, most people think that the billboard of product at the competition arena will not influence their purchase incentives.

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Figure 4.75-The advertising of product placement will more influence customers purchase incentives than general advertising
6% (9)

27% (42)

4% (6) 15% (24)

Strongly Dissatisfied
Dissatisfied Neutral

Satisfied
48% (74) Strongly Satisfied

1. Result: The chart was about the degree of influence of the advertising of product placement. According to figure 4.75, 33% (51 persons) of interviewees chose satisfied and 19% (30 persons) of them chose dissatisfied. 2. Analysis: Based on the chart, it showed that most people think that the advertising of product placement will not more influence their purchase incentives than general advertising. According to the statistics in part five, the high exposure rate of placing products in movies/ dramas influence customers purchase incentives the deepest.

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4.4 Discussion Figure4.76 - ADIDAS

1. 2. 3. 4. 5.

Well-known persons - personal charming Advertisement - product effect Limited edition - design Service - after-sale service Placement marketing - the high exposure rate in movies/ dramas

From this study, there are three sport brands to be discussed. The first brand is ADIDAS. The questionnaire result shows the personal charming of Well-known persons ( 67% ), the product effect in the Ads ( 85% ) , the design of limited edition ( 82% ), the after-sale service ( 87% ), and the high exposure rate of placing products in movies/ dramas ( 56% ) are the most influe ntial factors to teenagers purchase incentive in five parts.

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Figure4.77 - NIKE

1. 2. 3. 4. 5.

Well-known persons - personal charming Advertisement - product effect Limited edition - design Service - attitude of service personnel Placement marketing - the high exposure rate in movies/ dramas

The second brand is NIKE. The questionnaire result shows the personal charming of Well-known persons ( 60% ), the product effect in the Ads ( 80% ), the design of limited edition ( 75% ), the attitude of salesman ( 86% ), and the high exposure rate of placing products in movies/ dramas ( 58% ) are the most influential factors to teenagers purchase incentive in five parts.

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Figure4.78 - PUMA

1. 2. 3. 4. 5.

Well-known persons - personal charming Advertisement - product effect Limited edition - design Service - attitude of service personnel Placement marketing - the high exposure rate in movies/ dramas

The third brand is PUMA. The questionnaire result shows the personal charming of Well-known persons ( 50% ), the product effect in the Ads ( 64% ), the design of limited edition ( 57% ), the attitude of salesman ( 73% ), and the high exposure rate of placing products in movies/ dramas ( 41% ) are most influence teenagers purchase incentive in five parts. There is high percentage of interviewees agree that personal charming of well-known persons, the product effect in the ads, the design of limited edition, and the high exposure rate of placing products in movies/ dramas will affect customers purchase incentives most in each five part among ADIDAS, NIKE, and PUMA.
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Therefore, research group found that ADIDAS, NIKE, and PUMA have high homogeneity from the data.

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Chapter Five Conclusion 5.1 Summary This study investigates the marketing strategies of three major sports brands and their influence on customers purchase incentives. In this study, researchers use five parts (well-known persons, advertising, limited products, service, and placement marketing) to discuss which factor in each part most influences the purchase incentives of young groups. The survey aims to understand how marketing techniques used by three major sports brands--ADIDAS, NIKE, PUMA--maintain their competitiveness and high market share. 5.2 Research Findings In this study, our research group found that the personal charming and popularity of well-known person, the product effect in the Ads, the design of limited edition, and the high exposure rate of placing products in movies and television will affect customers purchase incentives most among three major sport s brands-ADIDAS, NIKE, and PUMA. In addition, interviewees think that the attitude of service personnel of NIKE and PUMA will affect their purchase incentives most. Thus, it can be seen that the three major sports brands in this study have high homogeneity. The study shows that most interviewees chose personal charming the section of well-known persons. Males prefer NIKE and females prefer ADIDAS. Take NIKE,
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for example; its spokesperson is Michael Jordan, and its advertising of goods focuses mainly on men shoes. In relation to this, ADIDASs spokesperson is Rainie Yang, and its advertising of goods focuses chiefly on womans sportswear. Therefore, the preference for sports brand may be affected. In this study, customers brand preference is ADIDAS (63%), NIKE (29%), and PUMA (5%). It is worth noting that the percentage among PUMA and the other two brands is dramatically different. This study shows that PUMA has a much lower favorability with interviewees. According to survey results, the money to buy sports products per month is limited so that money within 3000 dollars was generally accepted by the young group. In addition, most young people receive new sport information from stores and the Internet. 5.3 Contributions This study helps to illuminate the effectiveness of three major sports brands marketing strategies with the public. International marketing strategies are a key element of the brand s success. The research group is from the Department of Applied English and it concentrated in international trade, so this research is related to business track, not only accumulating our expertise knowledge in the field of business, but also providing juniors research reference in the future.
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5.4 Research Limitations Due to the funding limitations of this study, the research population was restricted to students (freshman, sophomore, junior and senior) in the Department of Applied English at Ming Chuan University. Thus, this study can only offer a sample and cannot fully deduce young consumer preferences in Taiwan. Moreover, the ratio of female to male is 8:2 in the Department of Applied English. Because the majority of interviewees are female, the ratio is unbalanced. Due to time limitations, when the research group took random samplings of junior students, the attendance at the class was small. Thus, the numbers of juniors are less than those of other grades. 5.5 Future Agenda This study focuses on five parts--well known persons, advertisement, limited edition, service and placement marketing--in order to examine the influence of brand marketing on customers purchase incentive. However, there are still other factors influencing customers purchase incentives, and the research group suggests future researchers to focus on other factors such as pop culture, promotion and enterprise culture. The research population is only restricted to students in the Department of Applied English at Ming Chuan University. The research group suggests future researchers to
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deliver questionnaires in other areas, to compare the differences between the data and results, to add more samplings in future questionnaires, to conduct further interviews and to discuss other sports brands in their research.

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Reference Aaker, D. (1984). Developing Business Strategies, N.Y. :John Wiley & Sons Inc. Amos, C., Holmes, G., & Strurron, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness. International Journal of Advertising, 27(2), 209-234. Retrieved from http://hull.aug.edu/thoughtLeadership/research/Amos-Holmes-Strutton-IJA-2008 .pdf

Bush, J..A., Martin, A.C., & Bush, D.V. (2004). Sports Celebrity Influence on the Behavioral Iintentions of Generation Y. Journal of Advertising Research 44 (1): 108118. Bee, C.C., & Kahle, L.R. (2006). Relationship marketing in sports: A functional approach. Sport Marketing Quarterly, 15, 102-110.

Clarke, ., & Mannion, R. (2006). Marketing sport to Asian-American consumers. Sport Marketing Quarterly, 15, 20-28. Forest Boucher, A., Brunet, J. et Fredette, M. (2008), Brand Placement in Virtual Environments: Impact of Flow on Brand Recognition and Recall, Les Cahiers du GERAD, G-2008-75. Kalakota, R.& Robinson, M.,(1999), E-Business :Roadmap for Success,1st ed., U.S.A, Mary T. OBrien.
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Mason, K. (2005). How Corporate Sport Sponsorship Impacts Consumer Behavior. The Journal of American Academy of Business, Cambridge, 7(1), 32-35 Meenaghan, T. (2001), Understanding Sponsorship Effects, Psychology & Marketing, 18(2), 95-122 Meenaghan, T., & Shipley, D. (1999). Media effect in commercial sponsorship. Europe Journal of Marketing, 33, 328-347.

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