2008 ABR & TLC Conference Proceedings Orlando, Florida, USA

Consumer Awareness Of Under Armour’s

Women’s Fitness Apparel Line
Tiana Barnes, Morgan State University
Sarah Hockaday, Morgan State University
Binta Abubakar, Morgan State University

Abstract

Consumer awareness is the driving force behind sales and is crucial in the measurement of a
products success. Consumer’s attitude, buying behavior, and sense of brand equity are all
determinates and products of their perceived awareness. In this study, we measure the level of
awareness of Under Armour’s women’s product line and consumer attitude and purchase
behavior of this target market. A total of 150 surveys were distributed in Maryland and surround
areas, for the purpose of this paper, respondents from the Baltimore/Washington metropolitan
area were surveyed. The survey was conducted to gain insights on consumer’s awareness of the
women’s line. In the study, we attempt to understand what attributes consumers look for when
purchasing fitness apparel and the buying trends of the consumers. The pretested survey was
descriptive in nature, a conceptual literature was posited and the questions were developed from
these literatures. SPSS was utilized for data processing and analysis purposes. The Initial finding
of our paper supports our proposed hypotheses that awareness is a major determinant of purchase
behavior.

Key words: Awareness, Attitude, Buyer Behavior, Brand Equity

Introduction

Under Armour, created in 1995, is a line of clothing designed specifically for athletes. Its purpose is to pull
moisture away from ones skin ultimately keeping athletes dry during the course of a game, workout, practice, etc.
Many thought this brand would fail, mostly because it faced competition from brands that were established in the
market, i.e. Nike, Reebok, Adidas, etc. In 1996, Under Armour developed five other product lines, Cold Gear,
Loose Gear, Turf Gear, AllseasonGear, and Street Gear. The rationale behind this was to take into consideration all
climates; thus allowing the company to broaden their target market because they would be able to reach (1) several
different types of athletes, and (2) cater to athletes who face various climates within a season. In recent years, Under
Armour’s women’s line of products has failed to meet the same success of its women’s line. Research was
conducted to gage consumer’s awareness of the product line, attitudes towards the Under Armour brand and other
national brands, and the buying behavior of the consumer. Past research suggests a definitive correlation between
consumer awareness, attitude and buying behavior. We hypothesize that consumers are unaware of Under Armour’s
women’s product line. Some research o objectives are: 1. Gage consumer’s aware of Under Armour’s women’s
products, 2. Determine what factors are important to consumers when purchasing fitness apparel.3. Identify the
behavioral trends of consumer’s that purchase sports apparel.

Literature Review

It is believed that consumer awareness of a brand should enhance the buying of the brand. (Liang, Liu, and Tsai
2007) In this study, a questionnaire was designed to investigate product and brand awareness, and consumer
attitudes. Researchers believed that subliminal advertising in movies would have an affect on the consumer’s
awareness of a particular product or brand, thus affecting attitude and buying behavior. Product placement in
movies was not a high-profile growth area until the late 1970’s. Since 1982, when sales of Reese’s Candy Pieces
increased by 65% following placement in the movie E.T., this advertising strategy began to attract the notice of
advertisers and marketing managers. (Liang, Liu, and Tsai, 2007). This same type of research can be found in the
1
2008 ABR & TLC Conference Proceedings Orlando, Florida, USA
study conducted on the effect of corporate sponsorship on consumer behavior. Corporate sports sponsorship is one
of the many tools marketers have at their disposal to try and reach consumers and influence them to buy their
products and yet one of the least discussed forms of marketing communications addressed in the marketing
literature. (Mason 2005) In this study, discussion ensues about the affect of corporate sport sponsorship on attitudes
of consumers and how it in turn affects consumer behavior. The study found that sponsorship seems to affect the
affective component of an attitude by creating a positive association between the consumer’s sport team and the
company’s product. This increase in awareness of the product and the link between the purchaser’s sports team,
creates an increase in the likelihood of purchase of the particular product.

Other factors such as store brands versus non store brands can have an affect on consumer attitude and behavior.
(Harcar, Kara and Kucukemiroglu 2006) This research examines the factors influencing consumers’ purchase
behavior of store brands. Examined is the decision to purchase a store brand using a conceptual model, which
incorporates a number of variables that are hypothesized to influence store brand purchase decisions. Results
confirm the relationships between store brand purchase and value consciousness, previous experience, and consumer
perceptions. Given the store brands have become a global phenomenon, it is recommended to replicate this study in
the international domain to examine relationships between consumers’ perceptions and purchase behaviors in
markets in which store brands have greater market shares.

A study conducted in China sought to obtain insights on how consumers form attitudes towards different mobile
phone brands. (Chongyan, Liaogana, and Zi’an 2007) This study recognizes that brand equity is a company’s most
valuable intangible asset. This theory of brand equity is seen as a multidimensional concept that consists of brand
loyalty, brand awareness, perceived quality, brand associations, and other assets. Strong brand equity means that
consumers have high brand awareness, maintain a favorable brand image, perceive high quality, and are loyal
towards the brand. A study was conducted among business students at a major Chinese university about phone
brands. Research concluded that brand image is one of the most important attributes by a consumer’s preference.
Researchers believe this is due to the heavy value foreign companies place upon brand image, and value. The
research model based on the above literature review of awareness, attitude, and buyer behavior is presented in
Figure 1.

Figure 1: Research Model

Attitude

Awareness Buyer Behavior

Brand Equity

Proposed Hypotheses
H1: Product awareness and buying behavior are positively correlated.
H2: Consumer attitude and buying behavior are positively related
H3: Awareness is positively related to the female gender.

2
2008 ABR & TLC Conference Proceedings Orlando, Florida, USA
Research Design

Descriptive research was conducted to gage consumer awareness, attitude and behavior towards the Under Armour
brand. Descriptive research refers to a set of procedures that describe marketing variables. These variables are
displayed through descriptive research by answering who, what, why and how questions. This mode of research is
used to describe such things as consumers’ attitudes, intentions, and behaviors, or the number of competitors and
their strategies. The target population for our study is males and females that shop for women’s fitness apparel. The
sampling unit is males and females between the ages of 18 to 40. The extent of our sampling area is the
Baltimore/Washington metropolitan vicinity with a sampling time of October 2007. We will be utilizing the
sampling without replacement technique. Non-probability and judgmental sampling will also be incorporated.
According to Twine and Ruckman’s (2005) study to test consumer awareness, the survey method was chosen.
Based on this research, our study will conduct surveys to gage consumer’s awareness of the brand and gain insight
pertaining to consumer attitude and buyer behavior. The cross-tabulation method of measurement was used to
understand how the dependent variables relate to other variables in the model.

Results

Demographics

The survey was administered to males and females in and around the Baltimore/Washington metropolitan area, with
52 percent (%) of the respondents being female and 48% being male. Respondents ranged in age from 18 to over 41
with 36% of the respondents being between 18 and 25 years of age. In addition, 28% of respondents gross between
$21,000 and $30,000 per year, followed by 26% grossing between $31,000 and $40,000.

Table 1: Household income before taxes?

Income Level Frequency Percent Valid Percent
Under $20,000 5 10.0 10.0
$21,000- $30,000 14 28.0 28.0
$31,000- $40,000 13 26.0 26.0
$41,000- $50,000 7 14.0 14.0
$51,000- $60,000 2 4.0 4.0
$61,000 - $70,000 3 6.0 6.0
$71,000 - $80,000 1 2.0 2.0
Above $80,000 5 10.0 10.0
Total 50 100.0 100.0

Table 2: Gender
Gender Frequency Percent Valid Percent
Male 24 48.0 48.0
Female 26 52.0 52.0
Total 50 100.0 100.0

Hypothesis 1:

Consumer awareness and buying behavior are positively correlated. This supports the hypothesis that consumer
awareness and buying behavior are correlated. 51% of respondents are aware of the product line. Of this 51%, 47%
purchase fitness apparel often. Using cross tabulation, the hypothesis is proven correct. Consumer awareness and
buying behavior are positively correlated.

3
2008 ABR & TLC Conference Proceedings Orlando, Florida, USA

Table 3: Are you aware that Under Armour has a female product line

How often do you purchase fitness apparel?

Response Always Very Often Often Almost Never Never Total
Yes 1 0 11 12 2 26
No 2 1 9 3 9 24
Total 3 1 20 15 11 50

Hypothesis 2:

Consumer attitude and buying behavior are positively related

Using cross tabulation, the study found that consumers who are purchasing fitness apparel often are also driven by
price and comfort of the product. 33% of the participants stated that they exercise often and of this 33%, 32%
describe comfort as the most important aspect of purchasing fitness apparel. Also, the same 33% of participants
who exercise often, 44% of them are purchasing a sports apparel brand that was not listed. Of this 44%, 67% wrote
in the brand Under Armour in the space provided. This supports the hypothesis that consumer attitude and buying
behavior are positively related.

Table 4: factors you consider when selecting fitness apparel, comfort?

I purchase fitness apparel from the following brands, other brand Total
Importance of Factor-
Comfort Very Often Often Almost Never Never
First most important 2 7 2 7 18
Second most important 1 3 3 5 12
Third Most important 1 4 3 5 13
Fourth Most Important 0 1 0 0 1
Fifth Most Important 0 0 0 1 1
Sixth Most Important 0 0 0 2 2
Seventh Most Important 0 1 0 1 2
Eight Most Important 0 0 1 0 1
Total 4 16 9 21 50

Hypothesis 3:
Awareness is positively related to the female gender. In the study, 51% of the participants polled were females.
60% of these females are aware that Under Armour has a female product line in stores. This proves the studies third
and final hypothesis. Since females are the target market for the product line, this is great news. 23% of females
have seen Under Armour advertisements on television, 48% have seen them in magazines, and 10% have seen them
on billboards (Tables 6 and 7).

Table 5: Are you aware that Under Armour

Please indicate your gender
Response
Male Female Total
Yes 16 10 26

4
2008 ABR & TLC Conference Proceedings Orlando, Florida, USA
No
8 16 24
Total
24 26 50

Path Model

In this research the aim was to describe the patient attitudes, behaviors, and other factors, considered by doctors
when estimating cancer patients' worry about how the disease may develop and the desire for information about the
disease and its treatment. Data was gathered through semi-structured interviews with 19 doctors regarding 29
patients within endocrine oncology and hematology care, and the data were analyzed by content analysis. The
findings illustrate that estimating patients' worry and desire for information is a multifaceted and complex task, and
that doctors consider not only the patients' verbal and nonverbal cues, but also factors, such as their own
professional knowledge and experience, contextual factors, and patients' demographical variables. The awareness of
potentially important patient cues and other factors may aid doctors in their efforts to gain insight about their
patients' emotions and informational needs. (Fröjd et al, 2007)

Discussion and Managerial Implications

There are a number of implications for managers in these findings. To maximize the effects of advertisement on
awareness, managers must first attempt to increase the “rate of exposure” of consumers to placed products (Tsai et al
2007). Although hypothesis one is proven to be true, awareness and buying behavior are positively correlated; they
are still lacking exposure to advertisements in the marketplace. Managers should attempt to match their
advertisements to the consumers who are likely to purchase their products. This also proves that a lack of awareness
leads to lack in product sales. Hypothesis two, that consumer attitude and buying behavior are positively related to
consumer awareness is also found to be true. Consumers were found to be fond of fitness apparel that was
comfortable over all other factors administered. Management should focus on making certain that consumers are
aware of how comfortable the product is and all the benefits of utilization of the brand. Lastly, hypothesis three,
awareness is positively related to gender was also proven true. 52% of the participants in the study were female and
of this 52 %, 81% of them saw advertisements for the line on television, magazines, or billboards. Managers must
focus on expanding the products target market. Advertisements should be produced that portray to its target market
its benefits, and how they not only aid the professional female athlete, but also the avid jogger, hiker, or aerobics
instructor.

Conclusion

There are some limitations to this study. The sample was small and confined to that of the Baltimore/Washington
area. More questions regarding awareness of the product could have been discussed including, awareness of the
men’s brand, product displays in stores and product testing. In addition, questions in the buying behavior and
demographics section should have included more options and more precise directions. In conclusion, future
research is needed into the effects of advertisement of consumer awareness, buying behavior and attitude. By
studying how advertisement effects consumer awareness, buying behavior and attitude, researchers can conclude
why consumers who are aware products do not purchase them when given the opportunity. Perhaps such research
will be able to uncover the principles that lie behind successful product placement and increasing sales.

Table 6: Advertisements
Please indicate your gender Total

Response Male Female

Yes 7 6 13
No 17 20 37
5
2008 ABR & TLC Conference Proceedings Orlando, Florida, USA
Total 24 26 50

Table 7: Aware of Under Armour launched

Please indicate your gender Total

Response Male Female

Yes 3 1 4
No
21 25 46

Total 24 26 50

References

Chongyan, Liaogang, Hao, Gao, and Zi’an Liu. (2007) “Customer-Based Equity and Improvement Strategy for
Mobile Phone Brands: Foreign versus Local in Chinese Market,” “International Management Review, Vol. 3 (3),
pp. 76-106

Cowley, Elizabeth, and Mitchell, Andrew. (2005) “The Moderating Effect of Product Knowledge on the Learning
and Organization of Product Information,” Journal of Consumer Research Inc., Vol. 30 (12), pp. 443-454.

Fröjd, Camilla RN, Lampic, Claudia, Larsson, Gunnel, Birgegård Gunnar, and Essen,Louise von 2007) “Patient
Attitudes, Behaviors, and other Factors Considered by Doctors when Estimating Cancer Patients’ Anxiety and
Desire for Information,” Scandinavian Journal of Caring Sciences Vol. 21 (4), pp. 523–529.

Geus, Patrick, and Schmitt, Brad. (2007) “Are brands forever? How Brand Knowledge and Relationships Affect
Current Future Purchases,” Journal of Product and Brand Management, Vol. 15 (2), pp. 98-105.

Harcar, Talha, Kara, Ali, and Kucukemiroglu. (2006) “Consumer’s Perceived Value and Buying Behavior of Store
Brands: An Empirical Investigation,” The Business Review, Vol. 5 (2), pp. 55-62.

Hunt, David and Shehryar, Omar. (2006) “Buying Behavior and Procedural Fairness in Pricing: Exploring the
Moderating Role of Product Familiarity,” Journal of Product and Brand Management, Vol. 14 (4), pp. 271-276.

Malhotra, Naressh, K. (2007) Marketing Research: An Applied Orientation, Pearson Prentice Hall, 5TH ED.

Mason, Kevin. (2005) “How Corporate Sport Sponsorship Impacts Consumer Behavior,” The Journal of American
Academy of Business, Cambridge, Vol. 7 (1), pp. 32-35

Tsai, Ming-Tiem, Liang, Wen-ko, and Liu, Mei-Ling. (2007) “The Effects of Subliminal Advertising on Consumer
Attitudes and Buying Intentions,” International Journal of Management, Vol. 24 (1), pp. 3-14

Twine, C. and Ruckman, J.E. (2005) “Fiber Brand Promotion and Consumer Product Awareness: Case study of
Tactel.” Journal of Fashion Marketing and Management, Vol. 9 (3), pp.330-341

Under Armour Website (2007)

6
2008 ABR & TLC Conference Proceedings Orlando, Florida, USA