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The Back Of The Book

PRICE AND BRAND NAME KEY COMPONENTS OF APPAREL PURCHASES

          From January to December 1999, the ESPN Sports Poll
     asked respondents who had purchased sports logoed clothing
     within the three months prior to their interview about the
     importance of brand name and price in their decision to
     purchase the items.  The following table shows the
     importance of these two factors among four separate age
     groups: 12-17 year olds, 18-24 year olds, 25-34 year olds
     and 35-44 year olds.  ESPN Sports Poll notes that the
     importance of brand name decreases as age increases, while
     importance of price increases with age, with the exception
     of 45-54 year olds (ESPN Sports Poll).

                                    AGE OF RESPONDENT
IMPORTANCE OF BRAND         12-17   18-24   25-34   35-44   45-54
   NAME OF ITEM   
                       n=    502     618     788     741     455
Not at all important        15.0%    19.5    24.1    19.5    26.0
Not so important            13.9%    14.0    14.9    15.8    16.7
Somewhat important          32.3%    32.4    32.1    38.3    33.4
Very important              38.8%    34.1    28.9    26.5    24.0

 IMPORTANCE OF PRICE
      OF ITEM
                       n=    504     622     788     745     460
Not at all important         9.8%     8.9     8.2     5.0     5.5
Not so important            10.8%     7.5     4.3     4.5     8.4
Somewhat important          37.6%    40.7    35.3    35.6    42.3
Very important              41.9%    43.0    52.2    54.9    43.8

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