本研究先採文獻探討方式歸納出消費者購買羽球鞋的考量因素。並以15位羽球館消費者進行評定每一考量因素重要性程度，分析結果顯示購買羽球鞋六項屬性準則為：球鞋具品牌知名度、球鞋具舒適感、球鞋很耐穿、球鞋價格合理、球鞋的功能佳（例如避震性及包覆性）、球鞋的樣式好看等，六項屬性準則皆通過Aiken 內容效度與同質性信度考驗，表示適合作為知覺定位分析的準則。本研究再以南部地區15 家羽球館，有效問卷326 份資料進行多元尺度分析，發現在羽球鞋部分，六家品牌可分成二個競爭群，但理想點未落入此二群中，目前領先的品牌為勝利與優乃克。本研究根據羽球鞋知覺定位與競爭分析的結果，分別對各品牌提出一些改善建議，以期望未來業者能提升羽球鞋產品的品質，提供更多優質羽球鞋給國人挑選使用。

With discussion of literature review, this present study summarized six factors which influence consumer decisions on buying badminton shoes. Six factors consisted of brand image, comfortableness, durability, price, function (cushioning and wrapping), and look. Factors were tested using Aiken content validity and homogeneity reliability, which means they were applicable to studies of brand perceptions and positioning. Fifteen consumers were chosen to evaluate the importance of each factor. The studies subjects were consumers selected from 15 badminton stadiums in southern Taiwan, and a total of 326 valid questionnaires were analyzed using multidimensional scaling. The study results showed that 6 different badminton brands may be categorized into 2 groups; however, the optimal value was not found in these groups. The leading brands were still Victor and Yonex. Based on consumer perception and brand positioning, the study offers suggestions to different badminton manufacturers, hoping they improve badminton shoes and more better quality shoes are to be found in the market.