This project explored the key factors that influence how and why consumers purchase sports-related products, ranging from social pressures to emotional triggers. Through a mix of real-world interviews and research analysis, I investigated what drives purchasing decisions in the sports consumer market.

As part of the research process, I conducted interviews with individuals from diverse backgrounds and spoke with a sales manager to gain insight into marketing tactics used in the sports retail space. I also visited locations like malls and sporting goods stores to observe shopping behavior firsthand.

This project helped me better understand the complexity of consumer behavior, especially how much our surroundings, habits, and emotional responses play a role in what we buy. I was particularly interested in the impact of brand loyalty and impulsive behavior, and how these differ across age groups and gender. The process of interviewing and analyzing real responses made the research feel very tangible and gave me a much clearer view of how marketers can tailor their strategies to connect with different consumer segments.