Assessment of consumer perception for selecting sports brands through text mining and netnography

Abstract

Sports Apparels are pretty common amongst the young generation people since it provides people with greater flexibility, comfort and ease of use. Looking at the sell trend and bulk purchase of Sports Apparels and Sportswear by people, bigger companies like adidas, Nike, Puma, Reebok and Fila started spreading their business in Asia, specifically in India. With the course of time, a large number of customers have increased who not only are shopping online but also posting their reviews or comments on e-commerce sites, social media platforms, blogs, forums etc. The study assesses three brand analysis factors or parameters i.e. brand name, price and style on five sports brands which includes adidas, Nike, Puma, Reebok and Fila. On the basis of consumer’s online textual data, positive or negative reviews and comments, were segregated with respect to three mentioned brand analysis parameters of each sports brand. The Research was carried out on five sports brands and the final assessment was done accordingly for the three brands analysis parameters namely Brand Name, Price and Style. The research did the assessment of mentioned three factors that is Brand Name, Price and Style forming the consumer perception regarding selecting sports brands through Netnography and Text Mining.