Adidas Case Study Consumer Behaviour
CONSUMER BEHAVIOUR REPORT
CASE STUDY: ADIDAS
EXECUTIVE SUMMARY
This report contains information regarding the global brand Adidas in relation to the consumer’s decision making process and its positioning strategy. The report starts off with a brief introduction followed by the consumer decision making process section which goes into how a consumer would end up purchasing an Adidas product. This is then followed by the positioning strategies section which includes a perceptual map and discusses Adidas’s positioning differences and how it is slightly differently perceived to its main competitor Nike. This is finally followed by a conclusion which sums up the report.
Introduction
The global brand Adidas is a sports clothing manufacturer from Germany which was registered in 1949. They have a large range for both men and women including shoes, hats, leisure and casual wear and an assortment of accessories. Adidas is has millions of customers that go through the consumer decision making process on a daily basis and because of the way that it has positioned itself in the market, consumers regularly decide to buy Adidas products.
Section one – Decision Making Process
Like any other product, when purchasing Adidas sportswear the consumer will go through the five stages of the consumer decision making process. The first stage is need recognition where the consumer realises a difference between his or her current and desired state. The second stage is pre purchase search which is when the consumer Searches for information on ways to solve a perceived problem or fulfil a want or need. This could simply mean they have a heightened attention or may actively search for information. The next stage is evaluation of alternatives. The consumer evaluates their choices as a result of their information search. After this the consumer makes a purchase decision in which they actually buy the product. Finally, the last stage is the outcomes or post purchase behaviour,
CASE STUDY: ADIDAS
EXECUTIVE SUMMARY
This report contains information regarding the global brand Adidas in relation to the consumer’s decision making process and its positioning strategy. The report starts off with a brief introduction followed by the consumer decision making process section which goes into how a consumer would end up purchasing an Adidas product. This is then followed by the positioning strategies section which includes a perceptual map and discusses Adidas’s positioning differences and how it is slightly differently perceived to its main competitor Nike. This is finally followed by a conclusion which sums up the report.
Introduction
The global brand Adidas is a sports clothing manufacturer from Germany which was registered in 1949. They have a large range for both men and women including shoes, hats, leisure and casual wear and an assortment of accessories. Adidas is has millions of customers that go through the consumer decision making process on a daily basis and because of the way that it has positioned itself in the market, consumers regularly decide to buy Adidas products.
Section one – Decision Making Process
Like any other product, when purchasing Adidas sportswear the consumer will go through the five stages of the consumer decision making process. The first stage is need recognition where the consumer realises a difference between his or her current and desired state. The second stage is pre purchase search which is when the consumer Searches for information on ways to solve a perceived problem or fulfil a want or need. This could simply mean they have a heightened attention or may actively search for information. The next stage is evaluation of alternatives. The consumer evaluates their choices as a result of their information search. After this the consumer makes a purchase decision in which they actually buy the product. Finally, the last stage is the outcomes or post purchase behaviour,
References: TEXTBOOKS: Kotler, P., Adam, S., Denize, S and Armstrong, G. (2009) Principles of Marketing, 4th edition, Pearson Education, Sydney, Australia. Schiffman, L. O’cass, A., Paladino, A., D’Alessandro, S. and Bendall, D. (2011) Consumer Behaviour, 5th edition, Pearson Education, Sydney, Australia. Pride, W., Rundle-Thiele, S., Waller, D., Elliott, G., Paladino, A. and Ferrell, O. (2007), Marketing: Concepts and Strategies, 12th edition, Houghton Mifflin, USA.