<p> </p><p>In light of the resent surge in globalization, and the heightened competition that follows as a result of this, there has been an increase in the importance that is placed into understanding buyer behaviour. This increase has been seen since the realization that by building strong customer relationships it is much easier to reach these through the marketing communications that are put in effect. There are also a number of upsides to enlisting the customers at an early stage in product development, such as creating greater value and a stronger sense of involvement.</p><p>Röhnisch is therefore trying to show a genuine interest in supplying the costumers needs as they adapt and evolve. In order to accomplish this strive towards gaining a deeper understanding into the thoughts and attitudes that precedes the buying behaviour they conduct regular surveys. To complement this, the purpose of this paper will be to determine the actual preferences and buying behaviour of the market segment that Röhnisch has chosen for themselves, and while doing so, keeping an emphasis on loyalty. Furthermore will we take a look at how the company has chosen to act in the different areas that help form loyal behaviour.</p><p> </p><p>In the theoretical segment of this paper we will first provide insight into how loyalty is created and how it may be built. While we are doing this we also try to offer a better understanding of how different types of buying behaviour and loyalty types may affect the direction of future marketing efforts. This will entail the merging of theoretical content gathered from not only business economics but also sociology and psychology that will be fastened into an analytical model in order to apply it onto the focus group and interview results.</p><p>The result of this paper therefore consists of both directly applicable advices on the type of materials to be used and general preferences about training wear but also the understanding that there is a low degree of involvement, and by association, loyalty in this market. As a conclusion stands that Röhnisch needs to improve in two different areas positioning and brand management in order to come to terms with these difficulties.</p><p> </p><p> </p>

In light of the resent surge in globalization, and the heightened competition that follows as a result of this, there has been an increase in the importance that is placed into understanding buyer behaviour. This increase has been seen since the realization that by building strong customer relationships it is much easier to reach these through the marketing communications that are put in effect. There are also a number of upsides to enlisting the customers at an early stage in product development, such as creating greater value and a stronger sense of involvement. Röhnisch is therefore trying to show a genuine interest in supplying the costumers needs as they adapt and evolve. In order to accomplish this strive towards gaining a deeper understanding into the thoughts and attitudes that precedes the buying behaviour they conduct regular surveys. To complement this, the purpose of this paper will be to determine the actual preferences and buying behaviour of the market segment that Röhnisch has chosen for themselves, and while doing so, keeping an emphasis on loyalty. Furthermore will we take a look at how the company has chosen to act in the different areas that help form loyal behaviour.   In the theoretical segment of this paper we will first provide insight into how loyalty is created and how it may be built. While we are doing this we also try to offer a better understanding of how different types of buying behaviour and loyalty types may affect the direction of future marketing efforts. This will entail the merging of theoretical content gathered from not only business economics but also sociology and psychology that will be fastened into an analytical model in order to apply it onto the focus group and interview results. The result of this paper therefore consists of both directly applicable advices on the type of materials to be used and general preferences about training wear but also the understanding that there is a low degree of involvement, and by association, loyalty in this market. As a conclusion stands that Röhnisch needs to improve in two different areas positioning and brand management in order to come to terms with these difficulties.