Consumer Awareness of Women's Apparel

2008 ABR & TLC Conference Proceedings Orlando, Florida, USA

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Consumer Awareness Of Under Armour’s

Women’s Fitness Apparel Line Tiana Barnes, Morgan State University

Sarah Hockaday, Morgan State University

Binta Abubakar, Morgan State University

Abstract

Consumer awareness is the driving force behind sales and is crucial in the measurement of a

products success. Consumer’s attitude, buying behavior, and sense of brand equity are all

determinates and products of their perceived awareness. In this study, we measure the level of

awareness of Under Armour’s women’s product line and consumer attitude and purchase

behavior of this target market. A total of 150 surveys were distributed in Maryland and surround

areas, for the purpose of this paper, respondents from the Baltimore/Washington metropolitan

area were surveyed. The survey was conducted to gain insights on consumer’s awareness of the

women’s line. In the study, we attempt to understand what attributes consumers look for when

purchasing fitness apparel and the buying trends of the consumers. The pretested survey was

descriptive in nature, a conceptual literature was posited and the questions were developed from

these literatures. SPSS was utilized for data processing and analysis purposes. The Initial finding

of our paper supports our proposed hypotheses that awareness is a major determinant of purchase

behavior.

Key words: Awareness, Attitude, Buyer Behavior, Brand Equity

Introduction

Under Armour, created in 1995, is a line of clothing designed specifically for athletes. Its purpose is to pull

moisture away from ones skin ultimately keeping athletes dry during the course of a game, workout, practice, etc.

Many thought this brand would fail, mostly because it faced competition from brands that were established in the

market, i.e. Nike, Reebok, Adidas, etc. In 1996, Under Armour developed five other product lines, Cold Gear,

Loose Gear, Turf Gear, AllseasonGear, and Street Gear. The rationale behind this was to take into consideration all

climates; thus allowing the company to broaden their target market because they would be able to reach (1) several

different types of athletes, and (2) cater to athletes who face various climates within a season. In recent years, Under

Armour’s women’s line of products has failed to meet the same success of its women’s line. Research was

conducted to gage consumer’s awareness of the product line, attitudes towards the Under Armour brand and other

national brands, and the buying behavior of the consumer. Past research suggests a definitive correlation between

consumer awareness, attitude and buying behavior. We hypothesize that consumers are unaware of Under Armour’s

women’s product line. Some research o objectives are: 1. Gage consumer’s aware of Under Armour’s women’s

products, 2. Determine what factors are important to consumers when purchasing fitness apparel.3. Identify the

behavioral trends of consumer’s that purchase sports apparel.

Literature Review

It is believed that consumer awareness of a brand should enhance the buying of the brand. (Liang, Liu, and Tsai

2007) In this study, a questionnaire was designed to investigate product and brand awareness, and consumer

attitudes. Researchers believed that subliminal advertising in movies would have an affect on the consumer’s

awareness of a particular product or brand, thus affecting attitude and buying behavior. Product placement in

movies was not a high-profile growth area until the late 1970’s. Since 1982, when sales of Reese’s Candy Pieces

increased by 65% following placement in the movie E.T., this advertising strategy began to attract the notice of

advertisers and marketing managers. (Liang, Liu, and Tsai, 2007). This same type of research can be found in the


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study conducted on the effect of corporate sponsorship on consumer behavior. Corporate sports sponsorship is one

of the many tools marketers have at their disposal to try and reach consumers and influence them to buy their

products and yet one of the least discussed forms of marketing communications addressed in the marketing

literature. (Mason 2005) In this study, discussion ensues about the affect of corporate sport sponsorship on attitudes

of consumers and how it in turn affects consumer behavior. The study found that sponsorship seems to affect the

affective component of an attitude by creating a positive association between the consumer’s sport team and the

company’s product. This increase in awareness of the product and the link between the purchaser’s sports team,

creates an increase in the likelihood of purchase of the particular product.

Other factors such as store brands versus non store brands can have an affect on consumer attitude and behavior.

(Harcar, Kara and Kucukemiroglu 2006) This research examines the factors influencing consumers’ purchase

behavior of store brands. Examined is the decision to purchase a store brand using a conceptual model, which

incorporates a number of variables that are hypothesized to influence store brand purchase decisions. Results

confirm the relationships between store brand purchase and value consciousness, previous experience, and consumer

perceptions. Given the store brands have become a global phenomenon, it is recommended to replicate this study in

the international domain to examine relationships between consumers’ perceptions and purchase behaviors in

markets in which store brands have greater market shares.

A study conducted in China sought to obtain insights on how consumers form attitudes towards different mobile

phone brands. (Chongyan, Liaogana, and Zi’an 2007) This study recognizes that brand equity is a company’s most

valuable intangible asset. This theory of brand equity is seen as a multidimensional concept that consists of brand

loyalty, brand awareness, perceived quality, brand associations, and other assets. Strong brand equity means that

consumers have high brand awareness, maintain a favorable brand image, perceive high quality, and are loyal

towards the brand. A study was conducted among business students at a major Chinese university about phone

brands. Research concluded that brand image is one of the most important attributes by a consumer’s preference.

Researchers believe this is due to the heavy value foreign companies place upon brand image, and value. The

research model based on the above literature review of awareness, attitude, and buyer behavior is presented in

Figure 1.

Figure 1: Research Model

Proposed Hypotheses

H1: Product awareness and buying behavior are positively correlated.

H2: Consumer attitude and buying behavior are positively related

H3: Awareness is positively related to the female gender.

Awareness

Attitude

Buyer Behavior

Brand Equity


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Research Design

Descriptive research was conducted to gage consumer awareness, attitude and behavior towards the Under Armour

brand. Descriptive research refers to a set of procedures that describe marketing variables. These variables are

displayed through descriptive research by answering who, what, why and how questions. This mode of research is

used to describe such things as consumers’ attitudes, intentions, and behaviors, or the number of competitors and

their strategies. The target population for our study is males and females that shop for women’s fitness apparel. The

sampling unit is males and females between the ages of 18 to 40. The extent of our sampling area is the

Baltimore/Washington metropolitan vicinity with a sampling time of October 2007. We will be utilizing the

sampling without replacement technique. Non-probability and judgmental sampling will also be incorporated.

According to Twine and Ruckman’s (2005) study to test consumer awareness, the survey method was chosen.

Based on this research, our study will conduct surveys to gage consumer’s awareness of the brand and gain insight

pertaining to consumer attitude and buyer behavior. The cross-tabulation method of measurement was used to

understand how the dependent variables relate to other variables in the model.

Results

Demographics

The survey was administered to males and females in and around the Baltimore/Washington metropolitan area, with

52 percent (%) of the respondents being female and 48% being male. Respondents ranged in age from 18 to over 41

with 36% of the respondents being between 18 and 25 years of age. In addition, 28% of respondents gross between

$21,000 and $30,000 per year, followed by 26% grossing between $31,000 and $40,000.

Table 1: Household income before taxes?

Income Level Frequency Percent Valid Percent

Under $20,000 5 10.0 10.0

$21,000- $30,000 14 28.0 28.0

$31,000- $40,000 13 26.0 26.0

$41,000- $50,000 7 14.0 14.0

$51,000- $60,000 2 4.0 4.0

$61,000 - $70,000 3 6.0 6.0

$71,000 - $80,000 1 2.0 2.0

Above $80,000 5 10.0 10.0

Total 50 100.0 100.0

Table 2: Gender

Gender Frequency Percent Valid Percent

Male 24 48.0 48.0

Female 26 52.0 52.0

Total 50 100.0 100.0

Hypothesis 1:

Consumer awareness and buying behavior are positively correlated. This supports the hypothesis that consumer

awareness and buying behavior are correlated. 51% of respondents are aware of the product line. Of this 51%, 47%

purchase fitness apparel often. Using cross tabulation, the hypothesis is proven correct. Consumer awareness and

buying behavior are positively correlated.


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Table 3: Are you aware that Under Armour has a female product line

How often do you purchase fitness apparel?

Response Always Very Often Often Almost Never Never Total

Yes 1 0 11 12 2 26

No 2 1 9 3 9 24

Total 3 1 20 15 11 50

Hypothesis 2:

Consumer attitude and buying behavior are positively related

Using cross tabulation, the study found that consumers who are purchasing fitness apparel often are also driven by

price and comfort of the product. 33% of the participants stated that they exercise often and of this 33%, 32%

describe comfort as the most important aspect of purchasing fitness apparel. Also, the same 33% of participants

who exercise often, 44% of them are purchasing a sports apparel brand that was not listed. Of this 44%, 67% wrote

in the brand Under Armour in the space provided. This supports the hypothesis that consumer attitude and buying

behavior are positively related.

Table 4: factors you consider when selecting fitness apparel, comfort?

I purchase fitness apparel from the following brands, other brand Total

Importance of Factor-

Comfort Very Often Often Almost Never Never

First most important 2 7 2 7 18

Second most important 1 3 3 5 12

Third Most important 1 4 3 5 13

Fourth Most Important 0 1 0 0 1

Fifth Most Important 0 0 0 1 1

Sixth Most Important 0 0 0 2 2

Seventh Most Important 0 1 0 1 2

Eight Most Important 0 0 1 0 1

Total 4 16 9 21 50

Hypothesis 3:

Awareness is positively related to the female gender. In the study, 51% of the participants polled were females.

60% of these females are aware that Under Armour has a female product line in stores. This proves the studies third

and final hypothesis. Since females are the target market for the product line, this is great news. 23% of females

have seen Under Armour advertisements on television, 48% have seen them in magazines, and 10% have seen them

on billboards (Tables 6 and 7).

Table 5: Are you aware that Under Armour

Please indicate your gender

Response Male Female Total

Yes 16 10 26


5

No 8 16 24

Total 24 26 50

Path Model

In this research the aim was to describe the patient attitudes, behaviors, and other factors, considered by doctors

when estimating cancer patients' worry about how the disease may develop and the desire for information about the

disease and its treatment. Data was gathered through semi-structured interviews with 19 doctors regarding 29

patients within endocrine oncology and hematology care, and the data were analyzed by content analysis. The

findings illustrate that estimating patients' worry and desire for information is a multifaceted and complex task, and

that doctors consider not only the patients' verbal and nonverbal cues, but also factors, such as their own

professional knowledge and experience, contextual factors, and patients' demographical variables. The awareness of

potentially important patient cues and other factors may aid doctors in their efforts to gain insight about their

patients' emotions and informational needs. (Fröjd et al, 2007)

Discussion and Managerial Implications

There are a number of implications for managers in these findings. To maximize the effects of advertisement on

awareness, managers must first attempt to increase the “rate of exposure” of consumers to placed products (Tsai et al

2007). Although hypothesis one is proven to be true, awareness and buying behavior are positively correlated; they

are still lacking exposure to advertisements in the marketplace. Managers should attempt to match their

advertisements to the consumers who are likely to purchase their products. This also proves that a lack of awareness

leads to lack in product sales. Hypothesis two, that consumer attitude and buying behavior are positively related to

consumer awareness is also found to be true. Consumers were found to be fond of fitness apparel that was

comfortable over all other factors administered. Management should focus on making certain that consumers are

aware of how comfortable the product is and all the benefits of utilization of the brand. Lastly, hypothesis three,

awareness is positively related to gender was also proven true. 52% of the participants in the study were female and

of this 52 %, 81% of them saw advertisements for the line on television, magazines, or billboards. Managers must

focus on expanding the products target market. Advertisements should be produced that portray to its target market

its benefits, and how they not only aid the professional female athlete, but also the avid jogger, hiker, or aerobics

instructor.

Conclusion

There are some limitations to this study. The sample was small and confined to that of the Baltimore/Washington

area. More questions regarding awareness of the product could have been discussed including, awareness of the

men’s brand, product displays in stores and product testing. In addition, questions in the buying behavior and

demographics section should have included more options and more precise directions. In conclusion, future

research is needed into the effects of advertisement of consumer awareness, buying behavior and attitude. By

studying how advertisement effects consumer awareness, buying behavior and attitude, researchers can conclude

why consumers who are aware products do not purchase them when given the opportunity. Perhaps such research

will be able to uncover the principles that lie behind successful product placement and increasing sales.

Table 6: Advertisements

Please indicate your gender Total

Response Male Female

Yes 7 6 13

No 17 20 37


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Total 24 26 50

Table 7: Aware of Under Armour launched

Please indicate your gender Total

Response Male Female

Yes 3 1 4

No 21 25 46

Total 24 26 50

References

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Fröjd, Camilla RN, Lampic, Claudia, Larsson, Gunnel, Birgegård Gunnar, and Essen,Louise von 2007) “Patient

Attitudes, Behaviors, and other Factors Considered by Doctors when Estimating Cancer Patients’ Anxiety and

Desire for Information,” Scandinavian Journal of Caring Sciences Vol. 21 (4), pp. 523–529.

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Harcar, Talha, Kara, Ali, and Kucukemiroglu. (2006) “Consumer’s Perceived Value and Buying Behavior of Store

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ED.

Mason, Kevin. (2005) “How Corporate Sport Sponsorship Impacts Consumer Behavior,” The Journal of American

Academy of Business, Cambridge, Vol. 7 (1), pp. 32-35

Tsai, Ming-Tiem, Liang, Wen-ko, and Liu, Mei-Ling. (2007) “The Effects of Subliminal Advertising on Consumer

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Twine, C. and Ruckman, J.E. (2005) “Fiber Brand Promotion and Consumer Product Awareness: Case study of

Tactel.” Journal of Fashion Marketing and Management, Vol. 9 (3), pp.330-341

Under Armour Website (2007)


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Consumer Awareness of Women's Apparel