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In 2012, athletic apparel drove sales of more than US $66 billion with a five-year growth rate of over 32% from 2007 to 2012 (Euromonitor, 2013). While there is limited research in this area, Smith (2008) contends that athleticism has become commercialized, influencing consumption of fitness related goods. However, there is not a clear understanding of how consumption differs between athletic and non-athletic consumers. To this end, the purpose of this study is to compare athletic and non-athletic consumers in terms of consumer decision-making styles, shopping channel choices, and purchase intentions of athletic apparel. Furthermore, this study also investigates the interrelationships among consumer decision-making styles, shopping channel choices, and purchase intentions related to athletic apparel.

A Comparative Study between Athletic and Non-Athletic Consumers:Consumer Decision-Making Styles, Shopping Channel Choices, and Purchase Intentions