To gain a better understanding of the brand recognition and perceived brand value of ASICS, I conducted an online survey among the general public.
According to my research, ASICS is a brand that is not widely known, but is gradually gaining popularity. The majority of those who took part were young adults between the ages of 18 and 34. (67%), with the majority of them based in Europe (88%). ASICS has a positive brand image and recognition in Europe, as opposed to Asia and the Americas, which goes to show that the company is well-known in the region. According to the results of my survey, there was a slightly skewed gender ratio, with men preferring it slightly more than women. (56%:42%). Nike was unquestionably the sneaker market leader, closely followed by Adidas, with ASICS coming in third.
When it came to purchasing preferences, the majority of those polled were either a little unsure (31%) or slightly likely (25%) to purchase ASICS sneakers.
Regarding the perception of ASICS as a brand that only caters to marathon runners, 75 percent of those who answered the survey disagreed, believing that the company catered to regular, everyday users as well. When asked if social media and celebrity endorsements had any influence on their purchasing decisions, the vast majority (81%) responded in the negative.
Also, through this survey, I discovered that customers do not place a high value on exclusivity (only 47% indicated that they did), and that they perceive ASICS as a shoe that is more about function than form.
When asked what would encourage or push them to purchase ASICS, the overwhelming majority stated that "price point" was the most important factor in their decision.
Following further investigation, it was discovered that "comfort" was the most important consideration when purchasing ASICS, with "style" a distant second.
Finally, when asked what price range they would be willing to pay for a pair of casual sneakers from ASICS, the price range of 10-50 EUR was by far the most popular, with 51-80 EUR and 81-110 EUR also receiving significant support.
In essence, this online analysis demonstrates that ASICS is perceived as a "comfort, day-to-day use" type of shoe, and the vast majority of customers choose it for its comfort, and they are willing to pay up to 110 EUR for the same reason
Links: https://forms.office.com/Pages/DesignPage.aspx#FormId=5gONt6L2_0yDvoR9GmRT-d_cxq0A0VZMqIcmn9kxJI1UNThEUUlGOUVWOTlNNUZPTjNPME8xQlBETC4u
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