IPA Study on Outdoor Product Attributes depending on Perception Differences between MZ Generations

The purpose of this study is to explore the differences in perceptions of the importance and satisfaction of key attributes―functionality, aesthetics, brand, price, and service―of outdoor brands between M generation and Z generation using Importance-Performance Analysis (IPA). For this, a quota random sampling of 500 adults who have ever purchased outdoor sportswear products was performed and the collected data of the 500 adults was used for the final analysis. The results of IPA on attributes of outdoor brands show different patterns in the IPA grid between the two generations. The findings of this study provide useful guidelines for marketers and brand managers to make a guided decision for efficient resource allocation, ultimately developing more effective brand management strategies.