Chapter 6: Consumer Decision
Making
With consumer preferences always changing, marketers must
understand their consumer’s desires in order to make profitable decisions. This
is why studying the market is essential for a future of a company to succeed.
This is what brought a company like Adidas into existence. Seeing a need for
performance goods was their first and biggest decision that would sky rocket
the company to one of the biggest shoe providers around the world.
On the other hand consumer needs aren’t the only options
marketers such as Adidas look at. With the start of Adidas Originals, the
company was now being influenced by cultural background. In the 1980’s rap
group Run-DMC where big fans of Adidas and were popularized by their Adidas
track suit and superstars sneakers without laces. They appreciated the company
so much they made a single titled “My Adidas” which blew up and got the group
there own sneaker with Adidas. This would be the start of Adidas collaborations
with those other than athletes.
Adidas is a world renounced brand that continues to evolve
and reach out to meet the needs of consumers. They have three main brands under
the Adidas name; Reebok, which became the brand of fitness, Taylor Made,
Adidas’ golfing franchise, and lastly Adidas, the branch that handles
performance and fashion. They will continue to grow and make decisions that
will be our world’s leading brand in shoes
