Category - Ephrem Habtemichael REDDA

The sports footwear sector is a lucrative market, particularly among Generation Y consumers. The aim of this research is to determine the factors that influence the customer satisfaction level of sports footwear brands among South African Generation Y. The study used a quantitative research method and followed a descriptive research design. Six of the nine independent variables, namely brand association, perceived quality, style, comfort, brand name and price, were found to have a statistically significant impact on Generation Y consumers’ satisfaction levels with sports footwear brands, while three of the nine variables, namely brand image, colour and endorsement, produced an insignificant impact on customer satisfaction levels of the same age cohort. Marketers of the sports footwear brands that were not identified as favourite brands in the study are advised to evaluate their marketing strategies and manufacturing processes. Those sports brands identified as favoured brands by...