Senior Honors Projects, 2010-current

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Date of Award

Spring 2018

Document Type

Thesis

Degree Name

Bachelor of Business Administration (BBA)

Department

Department of Marketing

Advisor(s)

Theresa B. Clarke

Irvine Clarke III

David Shonk

Abstract

Since the turn of the century, many things have changed around the world, with a focus on the athletic apparel and fashion industries. Using Fowler’s (1999) research regarding the attributes sought in sports apparel, this study serves as a replication to determine how attributes sought in sports apparel have evolved. Online surveying through Qualtrics was utilized for data collection. The research explored the trend of Athleisure and the rising demand for versatile clothing. The role of gender and its associated differences significantly influenced the attributes sought in sports apparel. In addition, this study explored three additional attributes that consumers evaluate when making purchasing decisions. Findings indicate that consumer preferences of attributes sought in sports apparel products have evolved over the past 18 years and the prevalence of gender differences is strongly influencing consumer behavior in this product category.

Available for download on Saturday, April 11, 2020

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