Background: Since the outbreak of Covid-19, online sales have skyrocketed. More people than ever choose to make their purchases online instead of from a store, due to the wide variety of products and information available, and the low effort required from a consumer. However, it is believed that for some products, such as running shoes, it is more beneficial to visit a physical store. The study will investigate if consumers now prefer purchasing running shoes online, or if offline is still the preferred channel.  

Purpose: The study’s purpose is to provide retailers with sufficient information based on the results of the research to help them tailor their marketing and retailing strategies to consumers and sell running shoes as efficiently as possible.

Method: To answer the research question, the study followed a quantitative approach by distributing a survey to all genders and ages. The data was analysed using frequency statistics, descriptive statistics, and Pearson Correlation to determine if there is a relationship between the five perceived values and preference for purchasing running shoes offline.  

Conclusion: Results of the study show that the functional and emotional values, and partly the social and epistemic values, are the perceived values that influence consumer’s preferences for purchasing running shoes offline the most. Furthermore, the variables comfort, fit and quality, trying on shoes, help and personalised information, attachment, excitement, and knowledge are of high importance.