Adidas Case Study Consumer Behaviour Essay

1314 Words Oct 27th, 2012 6 Pages
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
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At the product choice stage, the teenager has purchased white pair of Adidas Core Lows. These were chosen as the teenager was ultimately happier with these shoes than any other shoe. The combination of looks, comfort and price outweighs any competing Nike shoe and therefore makes the Adidas Core lows the obvious decision.
Finally, the teenager will evaluate his purchase decision and this will go one of three ways being equitable, ideal and expected performance. In his case it is ideal as he decided the shoes have the best possible product performance. Internally he is comfortable in his shoes and thinks he looks good because externally he has been receiving compliments from his peers.

Section two – Positioning Strategies

The product position is the way the product is defined by consumers on important qualities. This is the place the product occupies in consumers’ minds relative to competing products. Although Adidas and Nike are very similar they have different positioning strategies and these are discussed below.
High CSR
Low CSR
High brand heritage
Low brand heritage
ADIDAS
NIKE
High CSR
Low CSR
High brand heritage
Low brand heritage
ADIDAS
NIKE

Obviously it is very hard to separate two large global brands because they are so similar. Using corporate social responsibility and brand heritage on the perceptual map is a good way to differentiate the two.
It has come to light that both companies have used sweatshops in
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