Influence of Sport Product Packaging on Consumer Decision Making here the Case Study of Li-Ning Basketball Shoes in China

The packaging of sportswear products in the past is to ensure the safety of transporting products. Now, function of packaging is to ensure more on heathy purpose and modern elements. This study uses quantitative research. Which aims to explore the influence of sports product packaging on consumers’ decision making at Li-Ning basketball shoes in China. This research was conducted in Guangzhou. attempts the deductive research method. Self-managed questionnaires were used to collect data on Chinese people. The collected data is numerical data. The overall purpose of the research is to study the factors of packaging that influences Chinese consumer’s decision making. The target population of this research are current Chinese customers of Li-Ning basketball shoes who has the experience with Li-Ning basketball shoes product. The customers will be selected in Guangzhou City of China and have the experience with Li-Ning’s basketball shoes. The total number of customers is 400 LiNing’s customers. The results show that product attributes, product design and product materials are significantly related to Chinese consumers' decision making for the LiNing’s basketball product