Exploración del mercado estadounidense de consumidores de ropa interior deportiva colombiana

Abstract

This research sought to know the American consumers of sports underwear. To achieve this goal, a survey is conducted online, with a sample of 145 American consumers who evaluated the characteristics of sports underwear, the importance of these in their purchasing decisions and the perception they have about the country brand of Colombia, based on concepts such as attitudes, purchase decision and product qualities. As a result, it was found that millennials (men and women between 21 and 40 years old) are the generation that cares most for their underwear and, specially, that it is made of 100% cotton, which makes them an ideal market for this category. Likewise, within the most relevant characteristics when choosing underwear are the functionality (usually related to comfort), the material and the design. Unlike the previous characteristics, the price has little influence on the purchase decision. Most respondents report a positive attitude toward the country brand of Colombia, but not at in a high level, so it is recommended to avoid focusing on this communication during marketing efforts of this category in the United States. The findings provide information on important factors in the decision making of American consumers in relation to sports underwear, to achieve successful developments and sales of these products in the United States.