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Sineva O.V., Donadoeva L.V. Marketing research to determine the portrait of the target consumer of sports-style shoes. Journal of Clothing Science. 2024; 9(4). Available at: https://kostumologiya.ru/PDF/22TLKL424.pdf (in Russian).

Marketing research to determine the portrait of the target consumer of sports-style shoes

Sineva Olga Vladimirovna
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: Olga-mgudt@mail.ru
ORCID: https://orcid.org/0000-0002-2871-3833
RSCI: https://elibrary.ru/author_profile.asp?id=435847

Donadoeva Lyubov Vasilyevna
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: lubadonadoeva@mail.ru

Abstract. The article presents the result of a theoretical analysis of the current position of the sports shoe market segment, based on these data, its relevance and relevance among potential consumers are revealed. In this regard, marketing research and a survey on the influence of sports style on modern shoes and accessories were conducted, and a portrait of the target audience was compiled. The analysis of the supply and demand of modern sneakers on the Russian market is carried out. Based on a theoretical background on the nature of the market, the reactions of a potential consumer to a new product were studied, as well as the relevance of the target audience of shoes and accessories in the style of «sport chic», its willingness to purchase a unique designer product. Data collection was carried out using one of the most popular methods of marketing research — a survey. In the course of the survey, the authors determined the influence of sports style on modern fashion in shoes and accessories: they determined the relevance of such a niche of goods, the main factors for the acquisition of new models, and determined the opinion on design solutions. The age groups most interested in buying shoes and accessories in the «sport chic» style have been identified. In connection with the global eco-awareness, respondents answered questions concerning the problems of conscious consumption, their attitudes to overproduction and processing, revealed the attitude of consumers to conscious consumption, acutely reflecting the problem of overproduction in the field of light industry, the majority of respondents consider themselves partially conscious consumers, that is, making purchases mainly for primary necessity with rare exceptions.

Keywords: marketing research; footwear; sports style; analysis of the sports style footwear market segment; determination of the target audience

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