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Analysis of Determinant Factors on Purchasing Basketball Shoes of Chinese Basketball Amateurs
The purpose of this study is to use IPA technology to analyze the importance and performance of Chinese basketball amateurs when choosing basketball shoes, so as to identify the basketball shoe products that Chinese basketball amateurs want, so as to determine their main consumption patterns, and formulate accordingly Appropriate marketing strategy.This study provided a total of 963 pieces of basic data for analysis of results.Data processing methods used Windows SPSS 24.0, EXCEL program to conduct frequency analysis, exploratory factor analysis, reliability analysis, independent sample t test, one way analysis of variance, post test, paired sample t test, IPA, etc., and the following conclusions were drawn. First, according to demographic characteristics, the importance and performance differences of domestic sports brand product selection attributes are analyzed, and some selection factors are found to be significantly different.Through the demographic characteristics of Chinese basketball enthusiasts, the importance and performance differences of basketball shoe product selection attributes are analyzed.Among them, there are differences in the importance of gender, age, income, and golf age.There are differences in age performance.According to the difference of importance and performance selection attributes, this paper analyzes the phenomenon accordingly.Overall, the four demographic characteristics of gender, age, income and golf age have an impact on the purchase of basketball shoes by Chinese basketball amateurs .The impact is more obvious.Secondly, this paper further analyzes the importance and performance differences of Chinese basketball amateurs buying basketball shoes.After the corresponding sample ttests were performed on the seven dimensions of the selection attribute, among them, price, as, design, online and offline sales showed the difference in importance and performance.Finally, using IPA to analyze the importance and performance of Chinese basketball amateurs to choose attributes for buying basketball shoes, after analyzing each area in the matrix, according to the characteristics of each area, a corresponding method to strengthen each optional attribute factor is proposed.method. Based on the analysis of the Study results, some suggestions are put forward for the Study of this paper and the marketing of basketball shoes.The Study in this paper is mainly affected by objective factors, and the corresponding data needs to be further refined and classified in the followup Study to improve the analytical ability.At the same time, from the three dimensions of price, sales channels and after sales, it has a great influence on the purchase of basketball shoes by Chinese basketball amateurs, and provides suggestions for the marketing strategy of basketball shoes.
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