Title: Market Perception Analysis of TYR
Perception in marketing is a very crucial element in creating a positive association in the minds of consumers towards the product and services that a company offers. What consumers think and feel about the product that is offered is equally important as to what the product actually delivers. Thus, manipulating the perception of the products, creating a positive image of it in the consumers’ minds will allow perception to be swayed positively towards the company.
The sport industry segment model – Product type model
Pitts, Fielding, and Miller (1994) developed a segmentation model of the sports industry based on three product segments. The first being (1) Sports performance, followed by (2) Sport production …show more content…
Perceived quality basically means the consumers’ opinion towards the ability of the product or service offered in fulfilling their expectations.
This study proves the dominant role of perceived quality on consumer satisfaction and purchase intentions. When consumers have high perceived quality of the product, they will be satisfied and are more likely to purchase it again.
Apart from that, it was also mentioned that external cues such as price, brand name and objective quality information are found to have a relation in a consumer’s perception of product quality and product evaluations (Rao and Monroe, 1989; Dodds, 2002).
In terms of pricing, according to Yee & Sidek (2008), price is considered as the most important consideration for the average consumers. In general, the first instinct that a consumers would do when browsing a product is to look at the price. This is because; price is one of the focal points in consumers’ judgements (Jones, …show more content…
Similarly to general products, there are several factors that affect the perception of consumers on swimwear product. Swimwear is not just clothing that is worn for the purpose of swimming; it is also what people wear to be seen in at the beach, pool, spas, and health clubs (Newberry, 2009).
In a research project about consumer behaviour in the sport of swimming, under purchasing behaviour, it was mentioned that overall comfort of a swimsuit was the most important reason in the purchase decision. For avid swimmers, durability of the swimwear was more important than the cost. As for recreational swimmers those who are still learning to swim, brand name was their least important factor in their swimwear purchasing decision.
A National Panel Data (NPD) study reported that Fit and comfort was the most important characteristics in a swimwear purchase as claimed by 9 of 13 women in the study.
The swimwear attributes they rated as extremely or very important were as follows: fit (99%), comfort (96%), quality/durability (84%), price (72%), style (60%), fibre/fabric (58%), and brand
Perception in marketing is a very crucial element in creating a positive association in the minds of consumers towards the product and services that a company offers. What consumers think and feel about the product that is offered is equally important as to what the product actually delivers. Thus, manipulating the perception of the products, creating a positive image of it in the consumers’ minds will allow perception to be swayed positively towards the company.
The sport industry segment model – Product type model
Pitts, Fielding, and Miller (1994) developed a segmentation model of the sports industry based on three product segments. The first being (1) Sports performance, followed by (2) Sport production …show more content…
Perceived quality basically means the consumers’ opinion towards the ability of the product or service offered in fulfilling their expectations.
This study proves the dominant role of perceived quality on consumer satisfaction and purchase intentions. When consumers have high perceived quality of the product, they will be satisfied and are more likely to purchase it again.
Apart from that, it was also mentioned that external cues such as price, brand name and objective quality information are found to have a relation in a consumer’s perception of product quality and product evaluations (Rao and Monroe, 1989; Dodds, 2002).
In terms of pricing, according to Yee & Sidek (2008), price is considered as the most important consideration for the average consumers. In general, the first instinct that a consumers would do when browsing a product is to look at the price. This is because; price is one of the focal points in consumers’ judgements (Jones, …show more content…
Similarly to general products, there are several factors that affect the perception of consumers on swimwear product. Swimwear is not just clothing that is worn for the purpose of swimming; it is also what people wear to be seen in at the beach, pool, spas, and health clubs (Newberry, 2009).
In a research project about consumer behaviour in the sport of swimming, under purchasing behaviour, it was mentioned that overall comfort of a swimsuit was the most important reason in the purchase decision. For avid swimmers, durability of the swimwear was more important than the cost. As for recreational swimmers those who are still learning to swim, brand name was their least important factor in their swimwear purchasing decision.
A National Panel Data (NPD) study reported that Fit and comfort was the most important characteristics in a swimwear purchase as claimed by 9 of 13 women in the study.
The swimwear attributes they rated as extremely or very important were as follows: fit (99%), comfort (96%), quality/durability (84%), price (72%), style (60%), fibre/fabric (58%), and brand