Consumer Insights Through Marketing Analytics: A Brand Strategy Analysis of Major Sports Retailers

Abstract

The rapid growth of the sports retail industry has intensified competition among brands, making consumer understanding a strategic necessity. Marketing analytics has emerged as a powerful tool for extracting actionable consumer insights that influence brand strategy and decision-making. This study examines how marketing analytics contributes to understanding consumer behaviour and how these insights shape brand strategies of major sports retailers. Using primary data collected from sports retail consumers and supported by secondary literature, the study analyses factors such as brand perception, price sensitivity, store experience, and purchase behaviour. The findings reveal that analytics-driven consumer insights play a critical role in brand positioning, customer engagement, and loyalty creation. The study offers practical recommendations for sports retailers to integrate marketing analytics into strategic brand planning.