Anta Sports Products Purchase Decision and Influencing Factors Analysis

This study provides an in-depth analysis of consumer purchase decisions and influencing factors for Anta sports products, a leading Chinese sportswear brand. The research aims to offer strategic insights for Anta and other sports brands in their marketing, product promotion, and brand development. Utilizing Porter's Five Forces Model, the study examines the competitive landscape of China's sports goods market, highlighting the challenges and opportunities faced by Anta, particularly in the context of market competition and industry trends. The analysis includes a SWOT examination of Anta, identifying strengths such as diversified brand advantages and strong main business and asset flow, while also addressing weaknesses like investment risks and inventory price decline risks. The study further explores consumer behavior, focusing on psychological factors such as motivation and personality, and how these influence purchasing decisions. External environmental factors, notably age, are also considered in relation to consumer attitudes and preferences. The research concludes with strategic recommendations for Anta, emphasizing the need for a differentiated product system, experiential and interactive marketing, and optimized online and offline marketing channels to enhance market presence and operational efficiency.