Publication: Análisis del comportamiento de los consumidores ante el factor precio en el mercado de calzado para corredores
Authors
Burillo, Pablo ; Pérez González, B.
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Publisher
Murcia: Servicio de Publicaciones de la Universidad de Murcia
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DOI
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info:eu-repo/semantics/article
Description
Abstract
En 2013 se vendieron en España 2.274.074 millones de pares de
zapatillas para corredores (cerca de 175 millones de euros). El sector económico del material deportivo para corredores podría estar viviendo su mejor
momento, si no fuera por lo que algunos califican como desaforada guerra de
precios y marcas. Este estudio analiza las percepciones de los consumidores
respecto del mercado del calzado para corredores. Se diseñó y validó un cuestionario dirigido a 274 corredores populares (de 10 km, media maratón o
maratón). Las variables técnicas como comodidad, ligereza, amortiguación
y durabilidad son más apreciadas que el precio. Sólo la estética tiene una
puntuación menor. El precio no es el factor más importante para la decisión
de compra en ninguno de los grupos de encuestados. Los hombres prefieren
un mejor precio que otras características técnicas y estéticas que las mujeres,
así como los corredores más experimentados y de larga distancia.
ABSTRACT: In Spain 2,274,074 million pairs of shoes were sold to runners (about 175 million of euros). The economic sector of sports equipment for runners my be living its best moment except for as outrageous war of brands and prices that some authors describe. This study examines perceptions of consumers regarding the footwear market for runners. It was designes and validated a questionnaire to 274 runners (10 km, half marathon or marathon). The technical variables such as comfort, lightness, cushioning and durability are more appreciated than price. Only the aesthetic has a lower score. The price is not the most important factor in the purchase decision. Men prefer a better price than technical and aesthetic features as well as the most experienced and long distance runners
ABSTRACT: In Spain 2,274,074 million pairs of shoes were sold to runners (about 175 million of euros). The economic sector of sports equipment for runners my be living its best moment except for as outrageous war of brands and prices that some authors describe. This study examines perceptions of consumers regarding the footwear market for runners. It was designes and validated a questionnaire to 274 runners (10 km, half marathon or marathon). The technical variables such as comfort, lightness, cushioning and durability are more appreciated than price. Only the aesthetic has a lower score. The price is not the most important factor in the purchase decision. Men prefer a better price than technical and aesthetic features as well as the most experienced and long distance runners
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