The Factors Influencing The Purchase Of Sports Shoes With Foreign Brands

The purpose of this study was to identify the effective factors on purchasing foreign sneakers brands, based on customers attitude. The research Method was descriptive-analytic and the regarding of goals was practical. The research Samples (n=200) was chosen from the customers of foreign sneaker brands in Tehran. Research instrument was a 25 item questionares that used to collect the data, and its reliability was calculated using Kronbach Alpha statistics (α=0.78). Analysis of data was performed by descriptive and inferential statistics and kolmogorov smirnov test .The findings showed that brand s picture, sneaker s quality and design were the main effective factors on sneakers brands purchase.Moreover, there was a significant difference between the classification of men and women s purchase attitudes. Also a significant differences were observed between the absolute mean and output mean of men and women s purchase in brand s picture, quality and price but not in design and advertisement. Regarding the research s findings it could be concluded that paying high attention to brand s picture, quality and sneakers design among manufacturers, can draw customers attention on buying domestic goods rather than the foreign ones.