Selecting a sportswear brand on a marketplace based on the process of hierarchy analysis

The relevance of the research topic is due to the increasing role of e-commerce, in particular marketplaces, in the formation of new consumer preferences related to the choice of goods and services of many competing brands. The purpose of the article is to study the problems of choosing goods of a certain group (sportswear) on the marketplace based on the method of hierarchy analysis. The theoretical basis of the study was the works of domestic and foreign scientists in the field of digitalization of markets, development of marketplaces, as well as motives of consumer behavior. When conducting the empirical part of the study, the methods of sociological survey and hierarchy analysis were used. Well-known brands of sportswear acted as alternatives in constructing the hierarchical structure. Based on the sociological study, the criteria that respondents focus on when buying sportswear were determined: accurate size chart, stylish design, ergonomics of materials, price and loyalty programs, availability of very large and very small sizes, a large line of accessories, sports equipment. Using the hierarchy analysis method, the authors constructed pairwise comparison matrices of brands based on ranking the importance of factors that respondents use when making a purchase. The most significant factors were ergonomic materials and stylish design. The resulting matrix with weight criteria can be useful for both sportswear manufacturers and marketers involved in the sports industry. 

1. Ecommerce Statistics (2024): Global Data. URL: https://www.demandsage.com/ecommerce-statistics/ (date of access: 30.11.2024).

2. Statistics of marketplaces in Russia (November 2024). URL: https://inclient.ru/marketplaces-stats / (date of access: 12.12.2024).

3. Golovkina S.I., Valebnikova N.V., Chupina A.D. Risks and ethical aspects of artificial intelligence // Russian Online Economic Journal. 2023. No. 3. URL: https://www.e-rej.ru/upload/iblock/6ee/fphttib0b8tu0wyonsn4cin5ncu43nzo.pdf (date of access: 13.12.2024).

4. Zagornaya T.O., Kosogovsky B.V. Approaches to the concept of "big data" and the main areas of their application // New in economic cybernetics. 2022. No. 3. Pp. 136–144.

5. Akbar S., James T.P. Consumers’ attitude towards online shopping: factors influencing employees of crazy domains to shop online // Journal of Management and Marketing Research. 2014. Vol. 14. Pp. 1–11. амарского государственного

6. Examining customer intentions to purchase intelligent robotic products and services in Taiwan using the theory of planned behavior / Y.H. Tai, P.T.T. Nwachukwu, B.A. LePage, W.T. Fang // BMC Psychol. 2024. Vol. 12 (1).

7. Handoyo S. Purchasing in the digital age: a meta-analytical perspective on trust, risk, security, and eWOM in e-commerce // Heliyon. 2024. Vol. 10 (8).

8. Consumers' decision-making process on social commerce platforms: online trust, perceived risk, and purchase intentions / G. Lazaroiu, O. Neguriţa, I. Grecu [et al.] // Front Psychol. 2020. Vol. 11.

9. Nguyen H.N., Nguyen A.D. Assessing interactions among omnichannel attributes, customer per- ceptions, customer experience, channel selection // Journal of Distribution Science. 2022. Vol. 20 (3). Pp. 1–11.

10. Mostafa R., Kasamani T. Brand experience and brand loyalty: Is it a matter of emotions? // Asia Pacific Journal of Marketing and Logistics, ahead-of-print. 2020. Vol. 33 (4). Pp. 1033–1051.

11. Rahman Z.A., Susila I. The impact of brand experience to the brand loyalty mediated by emotional brand attachment // Advances in Economics, Business and Management Research : proceedings of the International conference on economics and business studies (ICOEBS 2022). 2022. Vol. 218. Pp. 280–287.

12. How reviews and ratings affect clients’ buying decisions. URL: https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2024/07/11/how-reviews-and-ratings-affect-clients-buying-decisions/ (date of access: 06.12.2024).

13. Impact of video ad formats on YouTube on consumer behaviour Neelam Raut / N. Singh, P. Bhandare, S. Sane, V. Karad // The Empirical Economics Letters. 2024. Vol. 22. Pp. 37–53.

14. Faza S., Putri E., Buitenzorgy M. Towards a greener future: factors impacting eco-friendly shopping bag adoption in retail sector // Journal of Consumer Sciences. 2024. Vol. 9. Pp. 428–450.

15. Ke Y. To what extent does blind box marketing affect peoples consuming behavior? // Journal of Applied Economics and Policy Studies. 2024. Vol. 10. Pp. 73–87.

16. Vernikov A.V., Kurysheva A.A. Ostentatious consumption in debt: the example of passenger cars // Economic Sociology. 2021. Vol. 22, No 5. Pp. 11–39.

17. Golovkina S.I., Zhilinkova I.N. The model of shared consumption as a trend of the world economy // Management of the development of economic systems : collection of scientific papers of the All-Russian scientific and practical conference, St. Petersburg, December 14-15, 2022 / scientific editing: E.A. Milskaya. St. Petersburg : Publishing and Printing Association of Higher Educational Institutions. 2022. Pp. 3–11.

18. Mancheva I.K. The study of the motivation of luxury goods consumption based on factor analysis // Herald of Omsk University. Series "Economics". 2022. Vol. 20, No. 2. Pp. 36–46.

19. Strizhak A.Yu. Modern trends in the consumption of luxury goods in countries with market economies // Bulletin of the Institute of Economic Research. 2021. No. 2 (22). Pp. 65–71.

20. Strizhak A.Yu., Mancheva I.K. The influence of socio-cultural factors on demonstrative consumption: a theoretical analysis // Bulletin of Tomsk State University. Economy. 2022. No. 58. Pp. 5–23.

21. Strizhak A.Yu., Mancheva I.K. From demonstrative overconsumption to sustainable consumption: the concept of transition // Bulletin of the Volga State Technological University. Series: Economics and Management. 2022. No. 2 (54). Pp. 25–34.

22. Pekarskaya O.A. Improving the competitiveness of hotel services enterprises // Journal of Legal and Economic Studies. 2015. No 2. Pp. 184–188.

23. Pekarskaya O.A. The main factors in the formation of legal psychology of the population // Actual problems of psychology of law enforcement: concepts, approaches, technologies (Vasilievskie Readings – 2018) : proceedings of the international scientific and practical conference, St. Petersburg, March 29–30, 2018 / edited by Yu.A. Sharanov, V.A. Shapoval ; compiled by M.A. Kutyrev. St. Petersburg : St. Petersburg University of the Ministry of Internal Affairs of the Russian Federation. 2018. Pp. 307–312.