本研究先採文獻探討方式歸納出消費者購買羽球的考量因素。接著以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五項屬性準則為：1.羽球具品牌知名度；2.羽球很耐用；3.羽球的飛行速度很適當；4.羽球的價格合理；5.羽球飛行穩定性佳等五項屬性準等，五項屬性準則皆通過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，發現在羽球部分，六家羽球品牌可分成二群競爭群，RSL、富利特、摩亞及極限為同一群的競爭的對手；優乃克與勝利為同一群的競爭的對手。本研究根據球拍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產品的品質，提供更多優質羽球給國人挑選使用。

With discussion of literature review, this present study summarized five factors which influence consumer decisions on buying badminton ball. Five factors consisted of brand awareness, very durable, flight speed is adequate, reasonable price, and good flight stability. 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. RSL, Fleet, Mmoa and X-Trm are same group's competitors; Yonex and Victor are same group's competitors. Based on consumer perception and brand positioning, the study offers suggestions to different badminton manufacturers, hoping they improve badminton ball and more better quality shoes are to be found in the market.