Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS ADIDAS PRODUCT IN MADURAI CITY.

DHIBAKAR.B, MOHAMED ASLAM.P, DR.P.ISWARYALAKSHMI

Abstract

Consumer behaviour is essential for companies to effectively tailor their marketing strategies and product offerings for over 80 years Adidas has been part of the world of sports on every level, delivering state-of the-art sports footwear, apparel and accessories. Today, with total net sales of 6.1 billion and net income of 208 million, Adidas - Salomon is a global leader in the sporting goods industry and offers the broadest portfolio of products. Adidas-Salomon products are available in virtually every country of the world. Strategy is simple: continuously strengthen our brands and products to improve our competitive position and financial performance. This paper aim to analyse the consumer buying behavior towards adidas product in Madurai city.

Keywords

COMPETITIVE POSITION, FINANCIAL PERFORMANCE, MARKETING STRATEGIES, PORTFOLIO OF PRODUCT BUYING BEHAVIOUR.

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References

1. Schiffman, L. G., & Kanuk, L. L. (2010).Consumer Behavior. Pearson Prentice Hall.This book provides a comprehensive understanding of the psychological, social, and emotional factors influencing consumer decision-making, which is crucial for understanding Adidas consumer behavior.

2. Ajzen, I. (1991).The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.Ajzen’s theory helps understand how attitudes, subjective norms, and perceived behavioral control influence purchase decisions, which can be useful for analyzing Adidas consumers.

3. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2005).Consumer Behavior. Cengage Learning.This book discusses detailed models of consumer behavior, which you can apply to Adidas product purchases, taking into account personal and psychological factors.