A Comparison of Male and Female Sneaker Collection Behavior

Sneakerheads have become a significant consumer segment and a subculture important to the shoe industry. Sneakers have evolved from being functional and comfortable shoes to a collectible that is purchased as well as traded.... [ view full abstract ]

Sneakerheads have become a significant consumer segment and a subculture important to the shoe industry. Sneakers have evolved from being functional and comfortable shoes to a collectible that is purchased as well as traded. Little is known, formally, about the consumer behavior and attitudes of this group, which includes both males and females.

My research included two stages. The first involved conducting individually designed interviews of both male and female sneakerheads with the objective of finding the attributes, consequences and values at plan in the decision to purchase a collectible sneaker. The second stage of my research involved conducting a survey of male and female sneakerheads resulting in a perceptual map communicating the images sneakerheads hold of the major brands in the collectible sneaker category.