Brand awareness, brand preference and brand loyalty of sport apparel amongst select ethnic groups in Sarawak / Mohamad Dolhardhi Ebon

Sport consumers are overwhelmed by choice and marketers have addressed this problem by differentiating their product by differentiating their products or services through branding. However, understanding consumers is difficult for marketers because of the increasing variety of consumers' ethnic origins. This study investigated whether there are branding differences amongst select ethnic groups in Sarawak. A study of 120 consumers of Malay, Chinese and Others Ethnic from different background and occupation was conducted using questionnaire at shopping mall, sport specialty store and sport arena. Respondents were asked to rate 8 brand awareness factors, 8 brand preference factors, 4 brand loyalty factors and 4 consumer habits factors in relation to sport apparel brands.