Question

**How the product defines the consumer identity at adidas

**How the web is changing consumer behavior at adidas

**How adidas studies consumer behavior

**How the product and commercial messages appeal to consumer senses at adidas

**How consumers learned about adidas

no just questions to answer them

Answer 1

Answer

consumer identity in Adidas

The company was started by Adolf Dassler in his mother's house; he was joined by his elder brother Rudolf in 1924 under the name Dassler Brothers Shoe Factory. Dassler assisted in the development of spiked running shoes (spikes) for multiple athletic events

Product safety and consumer-safe products are of highest importance to adidas.

Product safety is an imperative! As a company adidas have to manage the risk of selling defective products that may result in injury to consumers and/or impair our image. To mitigate this risk, we have company-wide product safety policies in place that ensure we consistently apply physical, chemical product safety and conformity standards across all brands of the company. To ensure product quality and consumer-safe products, all materials and product samples have to pass a rigid compliance process and are tested in accordance with standardised material and product testing specifications and procedures.

Web is changing at Adidas

Adidas’s five-year strategy that issued in 2015 has the name “Creating the New”. Describing itself as a digital company, Adidas wants to be the world’s best sporting apparel brand. In order to achieve this, they use subsequent digitalization as the key part of their marketing strategy. For the “Best” means designing, building and selling the best sports goods in the world. The company spends 90% of its marketing budget on digital campaigns and social media.

With this well-implemented strategy, the company wants to topple its main competitor Nike from the crown. Brand’s e-commerce channel is the fastest-growing revenue channel and all the production processes as digitized as possible. Changing consumer behaviors with digital transformation also changes the way how Adidas works. Technology helps the company to build more direct relationships with their customers.

Adidas Studied Consumer Behaviour

This contains information regarding the global brand Adidas in relation to the consumer’s decision making process and its positioning strategy. The consumer decision making process section which goes into how a consumer would end up purchasing an Adidas product.

The aim of Adidas is to give the best footwear to their customers which has the combination of technology and design. These products are not need based. In fact, the shoes are bought by customers to satisfy their wants and desires. Similarly, the apparel’s are targeted towards comfort during heavy activity. However, although the main target is sports, the apparel’s are frequently used as a style statement by youngsters.

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 of Adidas Studied the Consumer Behaviour.

How the product and commercial messages appeal to consumer senses at adidas

Adidas, because of its style, design and promotions uses skimming prices as well as competitive pricing. For run of the mill products, Adidas uses competitive pricing keeping in mind competitors like Nike, Reebok and Puma. ... The target customer for Adidas is the upper middle class as well as high end customers.

Apparel’s of Adidas constantly use skimming price and are higher priced due to brand equity of Adidas in the apparel’s market. The target customer for Adidas is the upper middle class as well as high end customers. Adidas never uses penetrative pricing because that will affect the brand equity of Adidas. In fact, the higher price point helps in the price quality approach and psychologically, customers think that a higher price will mean better quality as well. Thus, Adidas rarely drops its prices.

Conclusion

Above are the Consumer Identity at Adidas company and consumer Behaviour and web changing and study of the Adidas company.