DETERMINATION OF CONSUMER PERCEPTIONS FOR SPORTS SHOE BRANDS

ABSTRACT Perceptual mapping is a method of analysis that allows graphical representation of consumer perceptions of brands. It is also interesting to make them understandable as consumer perceptions are important to achieve a competitive position. In this study, it was tried to determine the consumer perceptions related to the brands of sports shoe because of consumer's interest level is high in general. For this purpose, perceptual mapping analysis are used in the study with multidimensional scaling method. According to the perceptual mapping results, Adidas, Puma and Nike brands use, quality, durability, comfort; New Balance brand footwear; The Superga brand is closely associated with color, lifestyle reflection, elegance, pattern and design. In addition, Nike and Adidas brands are perceived as similar brands. Keywords: Multidimensional Scaling, Perceptual Mapping, Positioning, Sneakers, Fashion. JEL Codes: M30, M31, M3