Impact of Marketing Strategies on the Choice of Sports Goods Among Young Consumers in Kerala

Abstract

Background: The consumer-driven economy depends heavily on marketing strategies to direct youth behavior patterns particularly in developing lifestyle sectors such as sports goods. Youth consumers demonstrate brand awareness through marketing influences as well as emotional responses to advertisements and need peer confirmation to make purchasing decisions. Futher more, it is essential to comprehend these behavioral patterns because they generate commercial results as well as positive social influence.
Objectives: Research investigates which marketing methods between influencer marketing and digital ads and in-store promotions and email campaigns influence most effectively the purchase behavior of young Kerala residents between 18 and 30 years old. The research seeks to determine which strategies prove most successful together with studying how behavioral elements regarding impulse purchases and brand choice and peer impact differ based on geographical regions and demographic groups.
Methods: The study utilized a descriptive cross-sectional population-based survey which operated through five districts in Kerala by implementing stratified random sampling. A total of 420 participants selected through random sampling fulfilled the requirements for the final study group. The research utilized Likert-scale metrics in validated questionnaires to collect data which underwent analysis through SPSS and R. Statistical analysis employed ANOVA, multiple regression, Pearson correlation, and mediation analysis.
Results: Influencer marketing along with digital advertisements proved to be the dominant strategies which affect urban youth who regularly use digital platforms. The most frequent youth behavior involved preferring brands which then came second to impulsive buying and peer-driven choices. Research data demonstrated that regional and educational and income demographic factors produce notable marketing differences which validate segment-specific promotional strategies.
Conclusion: Youth-targeted marketing strategies should combine emotional and social elements with ethical aspects. Market initiatives that present aspirational content through influencer narratives based on cultural themes enable both increased consumer involvement and the support of health-oriented behaviors and societal growth.