Original scientific paper

Snezana Ristevska-Jovanovska 

https://doi.org/10.46733/PESH2514133rj

Abstract

This paper investigates the role of brand awareness in building brand equity and its impact on consumer purchasing decisions and brand value in the sports market of North Macedonia. The study focuses on consumer attitudes towards sports Brand X, comparing it with well-established international brands such as Brand A, Brand B, Brand C, Brand D, and Brand E. A structured questionnaire was distributed electronically to 110 respondents, with 93 providing effective responses. The findings highlight that enhancing market positioning, broadening the product range, and boosting promotional efforts can significantly increase consumer purchases. The research concludes that a combination of differentiation and cost-based strategies can improve Brand X’s competitiveness, enabling it to effectively satisfy consumer needs while generating profitability. Key insights include the importance of brand awareness in influencing consumer decisions, varying levels of price sensitivity among different consumer segments, and the need for transparent pricing and clear communication of benefits to build consumer trust. Additionally, the study emphasizes the necessity for sports products to meet stringent safety and quality standards, including assessments of composition, physicochemical properties, and safety certifications. These insights provide a strategic framework for positioning Brand X in the competitive sports market, suggesting that focusing on expanding the product range, enhancing promotional efforts, and implementing competitive pricing strategies can strengthen Brand X’s market presence and improve consumer trust.

Key words: Brand awareness, consumer perception, sports brands, pricing strategy

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