The impact of advertising on consumer buying behaviour in the UK sports nutrition market

Abstract

Purpose: The purpose of this study was to identify whether the advertisement of sports nutrition supplements influences the purchasing behaviours of consumers in the UK market. It will also give an understanding of the other influencing factors on consumer buying behaviour in the sports supplement market. Aims and objectives: The aim of this research project is to investigate to what extent advertisement of sports supplement products influences the purchasing behaviours of consumers in the UK. The objectives of the research are as follows: • To assess what supplements consumers are currently taking through structured questionnaires • To identify what influences UK consumers' decision making when buying supplements • To evaluate what forms of advertising are more effective than others on influencing consumer choice Methodological approach: The research for this study was conducted using two forms of quantitative data collection in the form of both an online questionnaire via social media, and a face-to-face questionnaire conducted by the researcher in a city centre gym. A sample size of 58 was achieved. Findings: It was found in this study that the majority of sports supplement consumers felt in some way influenced by advertisements when making purchasing decisions. The majority of the data agreed with existing literature in this area, however it was found that sources of information from advertisements play a less significant role in the purchase behaviours of consumers in this market. The opinions of friends/family and scientific recommendations play a much larger part in influencing choice. Brand names were identified as being one of the most influential factors, opposed to alternative forms of advertisement such as magazines, television adverts and email. Significance of research: This research adds to the current literature of advertising and consumer behaviour, and gives an insight into the opinions and influences on UK consumers in the sports nutrition market.