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
