A survey conducted by Sportsbransjen, the Norwegian sporting goods industry association, has shown that the name of the retail store means relatively little to consumers in Norway. The survey asked 1,000 Norwegians about their attitudes toward the sporting goods chains. The results showed that the majority of consumers did not care which store they bought from, as long as they carried the desired products and high-quality brands, and provided prices were competitive.
About 39 percent of those surveyed said that the actual banner of the sporting goods retail chain made absolutely no difference to them, and 29 percent indicated that it was of little importance. Only two percent of those surveyed responded that it was very important. In total, 68 percent of the participants did not think that it mattered which chain they bought sporting goods from and only 17 thought that it was important.
