CONSUMER BEHAVIOUR AND NEURO MARKETING

ASSIGNMENT- I

Study of Consumer Behavior attributes towards the brand Adidas

Submitted to
Dr. HarleenSahni

Submitted by
Ananya S. Bhattacharjee
Lucky Kumar
Swati Raval
Vidhi Parikh

Department of Fashion Management Studies

NIFT Gandhinagar
November 2019
 TABLE OF CONTENTS

1. INTRODUCTION

1.1 Background 2

1.2 Objectives 3

2. LITERATURE REVIEW

2.1 Factors of Consumer Behavior 5

2.2 Perception 7

2.3 Motivation 13

2.4 Group Influence 18

3. INTRODUCTION TO THE BRAND – ADIDAS 23

4. DATA ANALYSIS 30

5. CONCLUSION 53

6. REFERENCES 54

7. ANNEXURE 56

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 Study of Consumer Behavior attributes towards the brand Adidas

1. INTRODUCTION

1.1 Background

The global sportswear market has grown to over 348 billion U.S. dollars in 2017[ CITATION
Sta18 \l 1033 ].Global brands are now combining “fashion and fitness” into their design process,
as the consumer demand for “24/7” active looks grows. Key segments of the sportswear industry
have therefore been driven into a shift to casual sportswear [CITATION Sta181 \t \l 1033 ]. Sports
and Fitness Industry Association (2008) divided the sportswear market into three segments:
“active sports clothing (apparel designed and specifically purchased for use in active sports),
sports clothing (fitness-oriented apparel bought for general lifestyle usage), and licensed sports
clothing (lifestyle apparel bearing team or league logos)”. Casual sportswear targets the mass
market and this segment’s offerings include active sports clothing and fitness-oriented apparel
for general lifestyle usage. This includes everything from basic products, such as inexpensive
sport socks, to high end designer pieces, such as golf sweaters or premium street wear sneakers.

Given the increased focus on activewear, the category is evolving, with consumer demand now
redefining what is known as sportswear. The intended use of products from this category is
changing, therefore the traditional definition of the category no longer applies. Brands can now
find themselves entering unchartered waters with the emergence of athleisure and the changing
concept of sportswear from utilitarian driven use to its new identity, as lifestyle offerings. The
demand of the consumers has spurred brands to deliver on them. Brands like Nike, Adidas who
were at the forefront of the sportswear industry have long since pivoted in their approach to
meeting customer demands and how they deliver it to them. Consumer behavior studies have
risen to prominence as a result of brand attempts at understanding what drives their consumers.
Companies now adopt a customer centric approach to develop their products and market them.

The shift in the consumer usage of products from these categories has also influenced how they
are now marketed. Sponsorship deals with leading athletes is no longer enough to gain new
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customers and retain old ones. In order to conquer a larger target than those interested in sports,
brands have understood that they need to associate themselves to other persons of influence. This
is reaffirmed by the fact that brands are now pursuing associations and partnerships with non-
related to sports celebrities[CITATION Ken15 \y \t \l 1033 ]. The constantly growing sportswear
segment in a time when retailing activities have seen a slump is further proof of the success that
these brands enjoy by rethinking their approach and is testimony to the growing appetite of
consumers when it comes to athletic inspired apparel and footwear[ CITATION Vin151 \l 1033 ].
Consumption behaviors have now evolved to accommodate new kinds of consumers , the
sportsmen and the non-sportsmen.

As mentioned above there is evidence to prove that the consumption of sportswear is not
anymore dedicated to the only practice of sports. There is an indication that sportswear
consumers may be motivated by other factors to justify their purchase. There is merit in
exploring the concepts of consumer behavior and its attributes to understand the motivations and
other influencing factors that now dictate behavior towards sportswear purchase, thereby
establishing the objectives of this study.

1.2 OBJECTIVES

Recognizing the vast scope of consumer behavior studies, in this study we focus on the attributes
of consumer behavior – the attributes are i) Perception ii) Motivation iii) Group influence.
In the favor of a more focused approach to research and to aid understanding and extract
learnings from these concepts, this study has further chosen to focus on the brand Adidas, while
examining shift consumption patterns of its consumers. The objectives of the research are as
follows:
 To study the perception of consumers towards sportswear considering the changing
nature of the category and the emergence of athleisure w.r.t Adidas.
 To understand the motivational drivers of consumers when it comes to brand choice
decision
 To study the influence of reference groups on the purchase decision of the consumer.

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2. LITERATURE REVIEW

Consumer behavior is broadly defined as the study of individuals, or organizations and the
processes consumers use to search, select, use and dispose of products, services, experience, or
ideas to satisfy needs and its impact on the consumer and society. It involves the psychological
processes that consumers go through, in recognizing needs, finding ways to meet those needs,
making purchase decisions, interpret information, make plans, and implement these plans. It is a
multi-disciplinary concept as it blends elements from psychology, sociology, social anthropology
and economics. It attempts to understand the decision-making processes of buyers, both
individually and in groups. Consumer behavior studies further involves studying characteristics
of individual consumers such as demographics and behavioral variables to understand people's
wants. It also tries to assess influences on the consumer from groups such as family, friends,
reference groups, and society in general. [CITATION Sod \l 1033 ]

As mentioned above consumer buying behavior refers to the selection, purchase and
consumption of goods and services for the satisfaction of their wants. As a result, here are
different processes involved that shape consumer behavior. Each of the processes the consumer
engages in and his individual characteristics constitute factors that influences the consumer and
dictates his buying behavior. A purchase decision is the result of each of these factors. Studying
factors influencing consumer behavior are integral to the concept, and they can be classified as
follows : i) Internal or psychological factors ii) Social Factors iii) Cultural Factors iv) Economic
Factors v) Personal Factors.

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 Source : [ CITATION NRa16 \l 1033 ]
To fulfill the purpose of this study we will be examining the psychological factors of motivation
and perception and the personal, social, and cultural factors in the context of group influence.
These factors make up the basis of the Model of Buying Behavior, where all of these factors are
further categorized into sources of stimuli to the consumer, intrinsic characteristics of the
consumer that ultimately give rise to the consumers purchase decisions. The model of buying
behavior is shown below.

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 Model of Buyer BehaviorSource: [ CITATION NRa16 \l 1033 ]
According to this model, stimuli in the form of both the external environment and the elements
of the marketing mix enter the buyer’s ‘black box’ and interact with the buyer’s characteristics
and decision processes to produce a series of outputs in the form of purchase decisions.

2.1 FACTORS OF CONSUMER BEHAVIOR

The buying behavior of consumers is influenced by a number of internal or psychological

factors. The most important ones Motivation and Perception.

Motivation : Motive can be defined as an inner urge (or need) that moves a person to take
purchase action to satisfy two kinds of wants viz. core wants and secondary wants. Therefore,
motivation is the force that activates goal-oriented behavior that impels individuals to satisfy
their needs. [ CITATION NRa16 \l 1033 ]

Perception : Perception is the process by which individuals select, organize, and interpret stimuli
into a meaningful and coherent picture of the world. Different individuals may be exposed to the
same stimuli, but how each person recognizes, selects, organizes, and interprets these stimuli is a
highly individual process based on each person’s own needs, values, expectations and their own
realities. Perception plays a key role in how all of the stimuli mentioned above are received and
the realities the individual is faced with is shaped.[CITATION Leo16 \t \l 1033 ]

Social factors: The social factors influencing consumer behavior are a) Family, b) Reference
Groups, c) Roles and status.
 Family: The type of family i.e. Nuclear or Joint family impacts the liberty to make
decisions as a smaller family would mean more autonomy in decision making in contrast
to joint family setting. Family members can strongly influence the buyer behavior,
particularly in the Indian context. The tastes, likes, dislikes, lifestyles etc. of the members
are rooted in the family buying behavior.
 Reference groups : A group is two or more persons who share a set of norms and whose
relationship makes their behavior interdependent. A reference group is a group of people

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 with whom individuals associate. These groups can strongly influence attitudes, values
and behavior directly or indirectly.
 Roles and status: Each individual plays a set role in society. The responsibilities borne by
them influences their consumer behavior. Each role carries a status. People choose
products that communicate their role and status in society.

Cultural factors:Cultural factors consist of a) Culture, b) Subculture and c) Social class.

 Culture : Culture is a set of beliefs and values that are shared by most people within a
group. Culture is the most fundamental determinant of a person’s want and behavior. An
individual acquires a set of values, perception preferences and behaviors through his or
her family and other key institutions. These values and conditioning form the basis of
their culture. Culture influences considerably the pattern of consumption and the pattern
of decision-making.
 Sub – Culture : Each culture consists of smaller sub-cultures that provide more specific
identification and socialization for their members. Sub-culture refers to a set of beliefs
shared by a subgroup of the main culture. Sub- cultures also form important market
segments.
 Social class : Consumer behavior is determined by the social class to which they belong.
Social class is not determined by a single factor, such as income but it is measured as a
combination of various factors, such as income, occupation, education, authority, power,
property, ownership, lifestyles, consumption, pattern etc.

Personal factors : Personal factors also influence buyer behavior. The important personal
factors, which influence buyer behavior, are a) Age, b) Occupation, c) Income and d)
Lifestyle
 Age : People buy different products at different stages in their life cycle.
 Occupation: The profession of an individual can influence their buying behavior. Motives
for purchase varies across different groups.
 Income : Income forms the basis for purchasing power an individual enjoys. Different
levels of income reflect different buying patterns and the value individuals perceive from
the products they intend to purchase.

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  Lifestyle : An individual’s way of living is expressed in the activities they undertake,
their interests and opinions. It also influences how they interact with their environment.
[ CITATION NRa16 \l 1033 ]

2.2 PERCEPTION

The Internal influences that have effect on consumer behavior consist of an individual’s
perception, learning, memory, motives, personality, emotions and attitudes. [ CITATION Del10 \l
1033 ]

Perception is the process by which people select, organize, and interpret sensations, i.e.
theimmediate response of sensory receptors (such as the eyes, ears, nose, mouth, and fingers) to
such basic stimuli as light, color, odor, texture, and sound. Anything that activates a receptor is
called a stimulus. The study of perception focuses on what we add to raw sensations in order to
give them meaning. Each individual interprets the meaning of a stimulus to be consistent with
their unique experiences, biases and needs.

The perception process[ CITATION Del10 \l 1033 ]

Perception simply put is the process of (i) selecting, (ii) organizing, and (iii) interpreting
information inputs in order to produce meaning that would aid in consumption decision-making.[
CITATION Nnm12 \l 1033 ]

Process of Perception:
1. Exposure: Exposure occurs when a stimulus comes within the range of someone’s
sensory receptors—sight, smell or touch. Consumers may either tend to concentrate on
certain stimuli while being completely unaware of others, or they may even go out of
their way to ignore certain messages.
2. Attention : Attention refers to the extent to which processing activity is devoted to a
particular stimulus. This varies depending on the stimulus, its characteristics and the
mental state of the recipient at the time. Consumers often are in a state of sensory

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 overload, where they are exposed to more information than they can process. Therefore,
attention involves honing in on and processing a few stimuli among the other stimuli the
individual is exposed to.
3. Interpretation: Interpretation refers to the meaning that one assigns to sensory stimuli.
People differ in terms of the stimuli they perceive and the meanings they assign to these
stimuli as well. Interpretation can be described as the way people comprehend
information based upon the particular stimulus, the situation and themselves.
Interpretation can be often referred to as perceptual relativity as it is a relative process
that cannot be perceived as absolute[CITATION Del10 \t \l 1033 ].

Perception and the process of development of perception is essential to the processing of

information and consumer decision making. The three stages mentioned above constitute the
perception process where a very small amount of information is processed during the stage of
exposure and attention, making them highly selective.

Information Processing[ CITATION Del10 \l 1033 ]

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The interpreation stage is individualistic, with individual charcateristics, experiences
,expectations, needs , desires and context influencing how the information is interpreted.
Emotional responses to stimuli also affect the information interpretation process. All of the
above mentioned stages combined with the intended use of a product, the motivational drivers
behind accquiring the product influence the purchase and consumption decision of the consumer.

Factors influencing perception of a brand

Along with internal factors, there are a number of other factors that influences a consumers
perception of a brand. They are as follows:
Quality : Quality is one of the factors that consumers consider when making their brand choice
decisions, and quality forms an integral part of a brand’s identity.

Price: Price is a determining factor in brand choice and perception in two ways with the
consumer choosing lower prices to escape financial risk or going for higher prices assuming that
the higher prices reflect better quality.

Influence: Advice of other people have an effect on consumers buying behavior. The degree of
influence on the consumer varies from consumer to consumer.

Advertising: Advertising is essential in creating brand awareness and is a channel of

communication for the brand with the consumer. Therefore this channel makes for perception
formation and brand choice decisions.

Packaging: Packaging of products are a tool to assert the brands physical presence. Given the
psychological factors at play in the perception process, brands utilizing this tool optimally tend
to benefit by being chosen by the consumer.

Convenience: The ease with which the consumer can locate, purchase and easy availability of
products of a brand, influence the perceptions of the brand and the consumers choice.
Convenience is of particular importance with low- involvement products.[ CITATION MYL03 \l
1033 ]

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Brand equity and consumer perception

The factors mentioned are instrumental in building the brand equity for a brand. Where, brand
equity is the added value endowed on products and services. It may be reflected in the way
consumers think, feel, and act with respect to the brand, as well as in the prices, market share,
and profitability the brand commands for the firm.[CITATION Phi12 \l 1033 ]Brand awareness,
Brand image , Brand loyalty and Perceived Value of the brand offerings constitute aspects of
brand equity that influences consumer perceptions.

Brand awareness : The degree of consumers’ familiarity with a brand is referred as Brand
awareness. Aaker [ CITATION DAA00 \l 1033 ] and Keller [ CITATION Kev02 \l 1033 ]said that a
vital element of brand equity is brand awareness.
Brand image: Engel Blackwell and Miniard [CITATION Rog17 \l 1033 ] referred to brand image
as the combined effect of brand association or consumers perception of the “brands tangible and
intangible association”.

Brand loyalty:Odin et al (2001)[ CITATION YOd01 \l 1033 ] stated that brand loyalty can either be
behavioral or attitudinal. Behavioral loyalty comprises of repeated purchases of the brand,
whereas Attitudinal loyalty involves consumers developing a sense of attachment to a product.

Perceived Value: Kotler and Keller [CITATION Phi12 \l 1033 ]define customer perceived value as
"the difference between customer's evaluation of all the benefits and all the costs of an offering
and the perceivedalternatives".Perceived value is individual and subjective, which means that it
varies among consumers.

Zeithaml[ CITATION VAZ88 \l 1033 ] described consumer perceived value (CPV) as a perceived
value, meaning it is the consumer’s overall valuation of the usefulness of a product based on the
perception of what is received and what is given. Consumer perceived value (CPV) has come to
be regarded as a multi dimensional concept, surveys were conducted at the pre and post
purchases stages of consumers. The findings from these surveys were subjected to factor analysis

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and four distinct dimensions of CPV were established. These dimensions were social, functional,
and emotional values , these values are considered as significant consumer perceieved values.
[ CITATION JCS01 \l 1033 ].They are also referred to as consumer choice values. All four have
been found to have significant explanatory power for consumer attitudes and behaviors.

Four dimensions of CPV

Emotional value The utility derived from the feelings or
affective states that a product generates

Social value (enhancement of social self- The utility derived from the product’s ability
concept) to enhance social self-concept

Functional value (price/value for money) The utility derived from the product due to
reduction of its perceived short-term and
long-term costs
Functional value (performance/quality) The utility derived from the perceived
quality and expected performance of the
product
Source : Sweeney & Soutar (2001).

Emotional Value :is defined as a benefit resulting from the feelings or affective states (i.e.
pleasure or enjoyment) that a product or service generates in the customer. This could be from
experiencing something new or different, or by buying a desired product[ CITATION JCS01 \l
1033 ]. Because of the high competition and saturation of the market, consumers expect to be
positively, emotionally and memorably affected at each level of their commercial presence.

Social Value :A product is said to have social value if it can connect consumers with other social
groups and create worth. [ CITATION JSh91 \l 1033 ]Consumers that are under the influence of
social value do not give priority to the actual functions or features of products but are attracted to
the product if it can raise their social status, satisfy their desires and shape their social images.

Functional value (price/value for money) :Price significantly influences customers’ choice and

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occurrence of purchase. The price of a product is the most important point of consideration for a
customer. Where loyal customers of a brand are willing to pay more for its products in
comparison to less invested customers of a brand. The customers perceived value on price differs
from customer to customer and affects their purchase intention. If the perceived costs of the
product are smaller than the values, consumers will purchase that product.

Functional value (performance/quality) :Perceived quality means consumer perception of the

quality of a product or service[ CITATION RTs06 \l 1033 ].The quality a product is a perceived to
possess influences a customers product purchase, by giving them a reason to purchase the
product and forming a basis for distinguishing the product from other competitive brands.

In the context of purchase decisions, the consumer price perception is said to have an influence
on the product bias, however, in the context of consumer satisfaction, which is obtained after the
product is bought, perceived quality is an influential factor – the higher is perceived quality, the
higher are consumer’s purchase intentions[ CITATION ACh02 \l 1033 ]. Therefore quality and
purchase intentions are correlated and can be used to predict purchase intentions.

2.3 MOTIVATION
According to Webster’s New Collegiate Dictionary, a motive is "something (a need or desire)
that causes a person to act." Motivate, in turn, means "to provide with a motive," and motivation
is defined as "the act or process of motivating." Thus, motivation is the act or process of
providing a motive that causes a person to take some action. In most cases motivation comes
from some need that leads to behavior that results in some type of reward when the need is
fulfilled.[ CITATION Sha11 \l 16393 ]
The term motivation can be used in different ways, but in essence it refers to any sort of general
drive or inclination to do something[ CITATION Bau071 \l 16393 ]. According to various theories,
motivation may be rooted in a basic need to minimize physical pain and maximize pleasure, or it
may include specific needs such as eating and resting, or a desired object, goal, state of being,
ideal, or it may be attributed to less apparent reasons such as altruism, selfishness, morality, or
avoiding mortality. Conceptually, motivation should not be confused with either volition or
optimism [ CITATION Sel901 \l 16393 ].Motivation is said to be intrinsic or extrinsic.

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A person has many needs at any given time. Some needs are biogenic; they arise from
physiological states of tension such as hunger, thirst, discomfort. Other needs are psychogenic;
they arise from psychological states of tension such as the need for recognition, esteem, or
belonging. A motive is a need that is sufficiently pressing to drive the person to act [ CITATION
kot02 \l 16393 ]
a) Intrinsic Motivation
Intrinsic motivation refers to motivation that comes from inside an individual rather than
from any external or outside rewards, such as money or grades. Motivation, meanwhile,
is identified as “an inner drive that reflects goal-oriented arousal”[ CITATION Mon111 \l
16393 ].A motive is an internal energizing force that orients a person’s activities toward
satisfying needs or achieving goals (Ferrell, 2011).
b) Extrinsic Motivation
Extrinsic motivation comes from outside of the individual. Common extrinsic
motivations are rewards like money and grades, coercion and threat of punishment.
Competition is in general extrinsic because it encourages the performer to win and beat
others, not to enjoy the intrinsic rewards of the activity.

The motivation process

Motivation refers to the processes that cause people to behave as they do. From a psychological
perspective motivation occurs when a need is aroused that the consumer wishes to satisfy.
Motives drive purchases and all other human behaviour (except reflexes)[ CITATION MCN07 \l
16393 ]. The result of motivation will arise by convincing the consumer to purchase the firm
products from a specific retailer[ CITATION Abd11 \l 16393 ].Once a need has been activated, a
state of tension exists that drives the consumer to attempt to reduce or eliminate the need. A
major part of the motivation component is the individual’s goal structure. The individual goals
then, provide the motivation to seek out and purchase a product that will meet the consumer’s
need. In other words, the goal of purchasing is to satisfy a need, and the satisfaction of that need
provides the motivation behind the shopping activity of the consumer. These personal and
cultural factors combine to create a want, which is one manifestation of a need.The specific route
to drive reduction is culturally and individually determined. Once the goal is attained, tension is
reduced and the motivation recedes. Motivation can be described in terms of its strength, or the
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pull it exerts on the consumer, and its direction, or the particular way the consumer attempts to
reduce motivational tension[ CITATION Bet791 \l 16393 ].Once motivation is present, and reaches
a sufficient level to warrant further activity, the consumer moves into the attention phase of the
process. During the attention phase, the consumer will direct their attention to information or
stimuli that is relevant to the given goal or motivation that they are currently attending to. The
shift in activity, from simply attending to a stimulus in the environment to actively seeking
information, moves the consumer from the attention phase to the information acquisition phase.
This need may be utilitarian (a desire to achieve some functional or practical benefit, or it may be
hedonic (an experiential need, involving emotional responses or fantasies. The distinction
between the two is, however, a matter of degree. The desired end-state is the consumer’s goal.
Marketers try to create products and services that will provide the desired benefits and permit the
consumer to reduce this tension.

Weather the need is utilitarian or Hedonic, a discrepancy exists between the consumer’s present
state and some ideal state. This gulf creates a state of tension. The magnitude of this tension
determines the urgency the consumer feels to reduce the tension. This degree of arousal is called
a drive. A basic need can be satisfied in any number of ways, and the specific path a person
chooses is influenced both by his or her unique set of experiences and by the values instilled by
cultural, religious, ethnic or national background [ CITATION Sol061 \l 16393 ].
Activated need ultimately becomes expressed in buying behaviour and consumption in the form
of two types of expected benefits illustrated in the figure.

[ CITA
TION Kir01 \l 16393 ]

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A) Utilitarian Benefits
They are objective, functional product attributes[ CITATION Eng901 \l 16393 ].Utilitarian
benefits are defined as those pertaining to instrumental and functional benefits that are closer to
necessities than luxuries.
B) Hedonic (Experiential) Benefits
They encompass emotional responses, sensory pleasures, daydreams and aesthetic
considerations[ CITATION Hır82 \l 16393 ][CITATION Placeholder1 \l 16393 ][ CITATION
sha111 \l 16393 ][ CITATION Eng90 \l 16393 ]. Hedonic benefits are defined as those pertaining
to aesthetic and experiential benefits that are often labelled as luxuries.

[ CITATION Wil10 \l 16393 ]

There is an arousal of need so urgent, that the bearer has to venture in search to satisfy it. This
leads to creation of tension, which urges the person to forget everything else and cater to the
aroused need first. This tension also creates drives and attitudes regarding the type of satisfaction
that is desired. This leads a person to venture into the search of information. This ultimately
leads to evaluation of alternatives where the best alternative is chosen. After choosing the
alternative, an action is taken. Because of the performance of the activity satisfaction is achieved
which than relieves the tension in the individual.
Maslow’s theory of motivation

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Maslow has introduced his Theory of Human Motivation which basically can be divided into two
types, the Basic needs and the Growth Needs. The Basic Needs includes the physiological needs
and the safety needs.

[C
ITATION Ais17 \l 16393 ]
Basic needs
There are certain conditions which are immediate prerequisites for the basic needs satisfactions.
Danger to these is reacted to almost as if it were a direct danger to the basic needs themselves.
Physiological needs are the biological needs of the human being for air, water, food, shelter and
so on. These are the needs that human being will seek for and satisfy before the other needs in
the growth needs will emerge. Physiological needs are the human instinct to survive.
When all physiological needs are satisfied and no longer controlling thoughts and behaviours, the
needs for security can become active. Adults have little awareness of their needs for security
except in times of emergency or periods of disorganization in the social structure. The feature of
the needs for safety can be seen clearly in infants.[ CITATION Yah11 \l 16393 ]
A) Physiological Needs: Represents the most basic, instinctual needs vital for survival, such as
the need for water, air, food, sex and sleep.
B) Security Needs: Comprises of needs for safety, security, stability, protection, order, and
freedom from fear and anxiety.
Growth needs
Maslow also presents a hierarchy of needs which can be divided into growth needs. One must
satisfy lower basic needs before progressing on to meet higher level growth needs. One these
needs have been reasonably satisfied, one may be able to reach the highest level called self-

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actualization. Maslow’s hierarchy in Growth needs includes the need for love and belonging
esteem, understanding and knowledge, aesthetics and self- actualization. In the levels of these
five needs, the person does not feel the second need until the demands of the first have been
satisfied, and so on.

Social Needs: Include the needs for

belongingness, love and affection,
mostly satisfied through involvement
in personal relationships as well as
through social, community or religious
groups.
4) Esteem Needs: Primarily of two
types: esteem derived from others and
self-esteem. The former comprises of
externally derived esteem based on
reputa-
tion, admiration, status, fame,
prestige, social success and all
characteristics of
how others think and react to people.
Self-esteem, on the other hand, results
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from internal feelings of adequateness
and worthiness based on the
confidence
and feelings of being secure inside, in
a person.
5) Self-actualizing Needs: The highest
level of Maslow’s hierarchy, it essen-
tially connotes “becoming all that one
is capable of becoming” (Maslow,
1970).
Such people tend to be self-aware,
concerned with personal growth, less
con-
cerned with the opinions of others and
interested in fulfilling their potential.
Social Needs: Include the needs for
belongingness, love and affection,

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mostly satisfied through involvement
in personal relationships as well as
through social, community or religious
groups.
4) Esteem Needs: Primarily of two
types: esteem derived from others and
self-esteem. The former comprises of
externally derived esteem based on
reputa-
tion, admiration, status, fame,
prestige, social success and all
characteristics of
how others think and react to people.
Self-esteem, on the other hand, results
from internal feelings of adequateness
and worthiness based on the
confidence

Page | 20
and feelings of being secure inside, in
a person.
5) Self-actualizing Needs: The highest
level of Maslow’s hierarchy, it essen-
tially connotes “becoming all that one
is capable of becoming” (Maslow,
1970).
Such people tend to be self-aware,
concerned with personal growth, less
con-
cerned with the opinions of others and
interested in fulfilling their potential.
Social Needs: Include the needs for
belongingness, love and affection,
mostly satisfied through involvement
in personal relationships as well as
through social, community or religious
groups.
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4) Esteem Needs: Primarily of two
types: esteem derived from others and
self-esteem. The former comprises of
externally derived esteem based on
reputa-
tion, admiration, status, fame,
prestige, social success and all
characteristics of
how others think and react to people.
Self-esteem, on the other hand, results
from internal feelings of adequateness
and worthiness based on the
confidence
and feelings of being secure inside, in
a person.
5) Self-actualizing Needs: The highest
level of Maslow’s hierarchy, it essen-

Page | 22
tially connotes “becoming all that one
is capable of becoming” (Maslow,
1970).
Such people tend to be self-aware,
concerned with personal growth, less
con-
cerned with the opinions of others and
interested in fulfilling their potential.
Social Needs: Include the needs for
belongingness, love and affection,
mostly satisfied through involvement
in personal relationships as well as
through social, community or religious
groups.
4) Esteem Needs: Primarily of two
types: esteem derived from others and

Page | 23
self-esteem. The former comprises of
externally derived esteem based on
reputa-
tion, admiration, status, fame,
prestige, social success and all
characteristics of
how others think and react to people.
Self-esteem, on the other hand, results
from internal feelings of adequateness
and worthiness based on the
confidence
and feelings of being secure inside, in
a person.
5) Self-actualizing Needs: The highest
level of Maslow’s hierarchy, it essen-
tially connotes “becoming all that one
is capable of becoming” (Maslow,
1970).
Page | 24
Such people tend to be self-aware,
concerned with personal growth, less
con-
cerned with the opinions of others and
interested in fulfilling their potential.
C) Social Needs: Include the needs for belongingness, love and affection, mostly satisfied
through involvement in personal relationships as well as through social, community or religious
groups.
D) Esteem Needs: Primarily of two types: esteem derived from others and self-esteem. The
former comprises of externally derived esteem based on reputation, admiration, status, fame,
prestige, social success and all characteristics of how others think and react to people. Self-
esteem, on the other hand, results from internal feelings of adequateness and worthiness based on
the confidence and feelings of being secure inside, in a person.
E) Self-actualizing Needs: The highest level of Maslow’s hierarchy, it essentially connotes
“becoming all that one is capable of becoming”[ CITATION Mas70 \l 16393 ]. Such people tend to
be self-aware, concerned with personal growth, less concerned with the opinions of others and
interested in fulfilling their potential.

2.4 GROUP INFLUENCE

Each consumer is a member of a culture, various subcultures, and a social class; with most of
them belonging to a number of different groups while wanting to belong to other groups. A
group is defined as two or more individuals who share a set of norms, values, or beliefs and
interact to accomplish individual or mutual goals. A group becomes a reference group when an
individual identifies with it so much that he or she takes on many of the value, attitudes or
personal standards of group members. Reference groups are groups that serve as sources of

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comparison,influence, and norms for peoples’ opinions, values, andbehaviors[ CITATION Leo15 \l
1033 ].
The degree of reference group influence varies across product and brands with factors such as (1)
the visibility to the group, (2) the necessity/non- necessity nature of the product, (3) the level of
commitment the individual feels to a group, (4) the relevance of the behavior to the group, and
(5) degree of individual’s confidence in his own judgement in the purchase situation. Groups can
be classified depending on various criteria, like affiliation, type and frequency of contact and the
attraction to the group both positive and negative. The types of groups are as follows:
Types of groups
i) Primary and Secondary groups : Primary groups are groups individuals meet most
often for example : family, friends, and close colleagues. Primary groups consist of a low
number of members which allows for face to face contact, and this ensures member
participation. This investment in the group is reflected in the cohesiveness and reciprocity the
group displays, which determines similar behaviors and beliefs within the group.

Secondary groups are formed by persons that meet occasionally and have certain common
interests. These groups have lower influence on the attitudes' formation and the behavior's
control but can have influence within the common activity of the group.

ii) Membership and symbolic groups :A group to which a person belongs to, or
realistically can join, is called a membership group.the group of men with whom a young
executive plays poker weekly would be consideredhis membership group.

A symbolic groupis a group to which an individual is unlikely to belong, but whose values
and behaviors that person adopts. For instance, professional tennis players may constitute a
symbolic group for an amateur tennis player, who identifies with certain players and imitates
their behavior (e.g., by purchasing a specific brand of tennis racquet or tennis shoe).

iii) Affiliation group and dissociative groups: Affiliation groups to which individuals
aspire to be a part of and want to belong to. These groups can have immense influence on
behavior as the subject is more willing to adopt the behavior of the group in order to be
affiliated or gain membership to the group.

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 Dissociative Groups are groups to which an individual does not want to belong to, and this
aversion can negatively affect the behavior. The individual avoids certain products or
behavioral aspects in order to not be assimilated by the dissociative group. Both the groups
mentioned are defined subjectively and vary from group to group.

iv) Official groups and informal groups: Official groups have a structure, rules and a
known list of members for example – associations, clubs. Members are expected to uphold
and abide by these rules and the members' behavior is regulated during his affiliation to the
group. The quality of the member can mean privileges or responsibilities to satisfy group
expectations.

Informal groups are less structured, based on friendships and lack rules and any statutes.
These groups display place emphasis on conformity within the group, higher than official
groups. There is a more rigorous behavioral standard and larger reference domain than
official groups.

v) Implicit groups: Implicit groups display implicit affiliations, because of the age, gender,
culture, or education. They are sometimes named category groups. They seemingly have no
influence on member behavior as there is no structure and an element of voluntariness, the
pressure to conform with the group however does influence behavior. (for example, the way
teenagers and older people dress). [ CITATION Pui08 \l 1033 ]

Consumption-related groups
There are consumption-related groups that influence consumers’ attitudes and behavior , they
include - friendship groups, shopping groups, virtual communities, and advocacy groups.
[ CITATION Leo15 \l 1033 ]
i) Friendship groups: These groups result from the basic drive of people to socialize, to seek
and maintain friendships and engage in interactions with others. Friends therefore fulfill a
wide variety of needs. Friendships provide companionship, security and support. An

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 individual’s interactions with friends and the groups they are part of, align with their beliefs
and develop common values.

ii) Shopping groups: People enjoy shopping together to reduce their perceived risk. There is
a tendency to consult with members of their circle or ask for opinions on a product from
someone they deem to have expertise on the product in question. In instances where none of
the members of the shopping group knows much about the product under consideration (such
as an expensive home entertainmentcenter), members may feel more confident with a
collective decision. Referral programs are important element of shopping groups.

iii) Virtual groups / Online communities: A virtual group is a community of persons that
interact on-line on various themes of common interest or specific activities. The shared love
for these interests is a unifying factor for these virtual groups. Given the emergence of
internet platforms to share information and reviews, these groups have grown in number.

iv) Advocacy groups: Advocacy groups are consumption focused aimed at assisting
customers in making decisions and support consumers’ rights.

Factors impacting reference group influence

the impact of reference groups on the behavior of individuals is subjective in nature and it varies
across people, product, service offerings and situational factors. However, there are factors that
affect the impact reference group influence on people. These factors are :

• Information and experience:The amount of knowledge and experience an individual

possessesor has the capacity to possess determines the impact that the reference group
can generate. An individual well acquainted with, or having prior experience of a product
or service is less likely to get influenced by the opinions of others. Similarly, an
individual with little knowledge of the same would be more likely to seek advice from
their primary and secondary groups.
• Power, credibility and trustworthiness: A reference group possessing these attributes is
more successful in influencing people. . A person who looks towards reference groups for

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 information and advice about product and service offerings as also brands, always
examines the credibility and trustworthiness of the group.The probability of he being
persuaded by such reference groups is high.
• Conformance with group and social approval: When a consumer is socially motivated
and actively seeks social validation , he is given to conforming with the advice given by
members of his reference groups. This is due to a need to be identify with people he
admires or aspires to be associated with.
• Visibility and conspicuousness of the product: When a product offering is visible and
conspicuous, such that it relates to esteem and is status revealing (fashion apparel, carpets
and upholstery, jewelry and other luxurious items), the consumer tends to be conscious
while purchasing it especially because of reaction of others (fear of social disapproval,
social embarrassment). Similarly, when the product is low on public visibility and
conspicuousness, one is less likely to be influenced by their reference groups. [CITATION
npt \y \t \l 1033 ]

Reference group influence on the consumption process

• Informational influence – the reference group is used as an informational source in the
different stages of the decisional process. This type of influence appears when an
individual uses the behaviors and opinions of the reference group members as reliable
informational sources. This influence is based either on the similarity of buyer's desires
and preferences with the ones of the group members or on the recognition of the group
recommendations' quality.
• Normative influence (utilitarian influence) – the reference group establishes the level
of norms, values and aspirations of an individual in the process of consuming products
and services. It is obvious when a person respects the rules and expectations of a group in
order to gain a reward or to avoid a sanction. The normative influence is used in the ads
that promise the social acceptance or popularity in consequence to using a certain product
or suggests disapproval or rejection from the group if a certain product is not used
(usually hygiene products);
• Identification influence (value-expressive influence) - the reference group is used to
validate, by comparison, the consumer's opinions, attitudes, norms and actual behavior.

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 The individual behaves in a manner consistent with the group’s values because the
individual’s values and the group’s values are the same.

The influence of the reference groups is not as powerful for all types of products or consume
activities. For example, the low complexity products, for which the identified risk is low and can
be tested before buying them are unlikely to be influenced by the reference groups. The impact
of the reference groups can vary: reference group might determine the choosing of a certain
category of products instead of other (healthy food instead of fast-food) and can further influence
the option for the trademark (Peugeot car or Toyota car).
Some reference groups include persons that the consumers know and have contact with, while
others are made of persons with whom he might identify or admire. Because people have the
tendency to compare themselves with others, they consider similar, many marketing activities
include ordinary persons sustaining positive opinions about a certain products.

3. INTRODUCTION TO THE BRAND – ADIDAS

Adidas is a German multinational company and is one of the largest sportswear manufacturers in
the entire world. According to their official website, Adidas was founded in 1949 by Adolf
Dassler, an avid soccer player of his time, who initially only made sports shoes in his mother’s
laundry room. However, today, Adidas has turned into household name known and loved by
many across the world. The key product categories under Adidas are mainly for the sports;
soccer, basketball, track and field, workout gear, and mainly any other outdoor activities. Adidas
is said to work with around 800 independent factories from around the world that manufacture
products in more than 55 countries.

Adidas and their consumers

Adidas’s customers mainly comprise of upper class and upper-middle class. More specifically,
they target young adults and children who have a keen interest and passion for fitness and sports.
However, Adidas acknowledges the fact that in order to be successful across various customer
segments; they need to go above and beyond the act of mass production and mass marketing. To
do this, they aim to identify and understand individual consumer motives and goals related to
sports, consumer lifestyle and fitness, as well as consumer involvement in Adidas as a brand

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which helps them create meaningful products and experiences for their consumers that can build
a lasting impression and in return create brand loyalty.
Adidas aims to fulfill a consumer’s product specific goal in which the purchase of their product
can help the consumer see themselves as a better athlete capable to do anything and in turn
improve their self-image. Consumers might be interested in how the quality of the products by
Adidas differs from its competitors, how much they cost and how much risk is entailed
depending on the purchase. To please these kinds of customers, Adidas creates advertisements
for high involvement purchaser’s which require cognitive thinking and so they have a lot of
information present regarding functionality and specifications of the product. However, those
who see Adidas as a low involvement product, or purchase the product solely for its image and
prestige rather than functionality follow a more peripheral route to persuasion. Adidas pursues
such consumers through packaging, celebrity endorsement.
Mission and vision
Vision
To nurture a financially strong, growth oriented group through leadership and innovation and to
widen future options by entering newly emerging industries where the potential seems enormous.
Mission
Their mission is to work together, respecting each other, their skills and knowledge to:-
 To build higher quality of products and services and continually strive to enhance
customer satisfaction.
 To improve customer retention and loyalty.
 To gain a competitive advantage and larger market share.
 To eliminate scrap, waste, defects and errors.
 To create a great place to work.

Company’s objectives
Adidas' main objective is to become the best sports brand in the world. The company aims to be
a leader in developing the sports industry, and also set high standards for other similar
companies. Adidas also aims to help athletes perform at their highest level, and make innovative
products modeled on the athlete's needs.

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Within Adidas, cooperation is an important factor because products that are made aren’t created
by one person but by many in a team. There are many executives within Adidas that possibly
have their own mindset of what to do.

Consumer behaviour and marketing strategies

Understanding consumer behavior is basic for marketing strategy formulation. Consumer’s
reaction to this strategy determines the organizations’ success or failure. In this competitive
environment organizations can survive only by offering more customer value - difference
between all the benefits derived from a total product and all the costs of acquiring those benefits
- than competitors. Providing superior customer value requires the organization to do a better job
of anticipating and reacting to the customer needs than the competitor. Marketing strategy is
basically the answer to the question: How will company provide superior customer value to its
target market? The answer to this question requires formulation of marketing - mix – product,
price, place and promotion - strategies. The right combination of these elements meets customer
expectation and provides customer value.

Consumer behaviour and product positioning

Product positioning is placing the product, service, company, or shop in the mind of consumer or
target group. Through positioning marketers seek the right fit between a product and desired
customer benefits. The right positioning means understanding the consumer perception process
in general and perception of company‘s product in particular. For example, Samsung brand is
perceived as premium brand by few customers and value-driven brand by others in the market,
but marketer must find out what makes their target market to perceive differently and position it
accordingly.

Consumer behaviour and marketing research

Studying consumer behavior enables marketing researchers to predict how consumers will react
to promotional messages and to understand why they make the purchase decision they do.
Marketers realized that if they know more about the consumer decision making criteria, they can
design marketing strategies and promotional messages that will influence consumers more
effectively. The importance of consumer behaviour made marketers to think of a separate branch

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in marketing research - Consumer research, to deal exclusively for consumer related issues. The
current focus of consumer research is on study of underlying needs and motives in taking
purchase decisions, consumer learning process and attitude formation process.
Adidas Business Model:
Adidas business model is highly focused on creating innovative products designed to meet
consumer needs. Rather than investing in product endorsements, the company attempts to
demonstrate its value by creating a high performance product line based on the specific needs of
athletes and consumers. Further it focuses on faster product creation and production by
continuously improving the infrastructure, processes and systems. Additionally they also
emphasize on significantly reduced complexity on a group level by streamlining the global
product range, consolidating the warehouse base as well as harmonizing above market-service.
The ambition to deliver the best branded shopping experiences at all consumer touch points.
Innovative speed models in supply chain to respond quickly to consumer needs. This strategy has
motivated investors from around the world to purchase Adidas common stock and the company
has shown consistent growth for many years.
Based on information in Adidas-Salomon (2004a) with the use of latest technologies they
produce products which enhances performances of players and they focus on sports such as
football, tennis, basketball and even training shoes which are used by anyone with the ability to
run. They updated the running shoes with ClimaCool, a system designed to ventilate, and a3, an
energy management technology for footwear that guides and drives an athlete’s foot through
each stride.

There are countless historic sporting achievements that have taken place in adidas products.
These include:
• Jesse Owens’ 4 gold medals in Berlin 1936.
• Cassius Marcellus Clay (Muhammad Ali) taking gold in the boxing light-heavyweight division
at Rome 1960.
• Dick Fosbury’s revolutionary new back-first high jump technique at Mexico 1968, known as
the ‘Fosbury Flop’.
• Gymnast Nadia Comaneci’s perfect 10 at Montreal 1976.

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Positioning
Adidas has its own unique brand positioning in the mind of customers. For instance, one of the
images of Adidas is those who want to wear light shoe should go for Adidas, rather than going
for other brands. Other positioning of Adidas in customer’s mind is basketball shoes, this is
because generally basketball players wears it because of its unique design and light weight.
As a market-orientated organisation adidas continuously identifies and reviews consumers’ needs
to ensure its products meet these needs. It aims to exceed customer expectations by adapting its
product portfolio to meet the changing needs of consumers. It is this focus on its customers,
teamed with product and marketing innovation, that plays a key role in adidas’ success.
Strategic cities
Six cities (London, Los Angeles, New York, Paris, Shanghai, and Tokyo) which shapes the
consumers’ perception, trends, and buying decisions have strategic importance for Adidas. In
Europe, they focus on selling especially soccer products, but the US is a key country for other
subsidiaries like basketball and baseball. North America is the biggest market in the sporting
goods industry, and its total share is 40%.
London Olympics
For adidas, London is a key focus for the sportswear market, for both performance sportswear
and sports fashion. This market sets more trends than anywhere else in the country. London
Olympics 2012 gave adidas a platform to target this audience but with a global reach. The
sponsorship deal obtained by adidas was the broadest set of sportswear rights in Olympic history.
It became the Official Sportswear Partner of the London Games and the exclusive licensee of all
branded (adidas + London 2012) and event branded (London 2012 only) clothing.
From these rights adidas set four key marketing objectives:
• To ensure a clear association as Sportswear Partner of London 2012, Team GB and
Paralympics GB.
• To engage and excite the 14-19 year old audience in order to drive brand preference in the UK.
• To deliver a Licensed Product Return on Investment (ROI) (branded and event branded
licensee rights).
• To become the most talked about sports brand in 2012.
A major aspect of this sponsorship deal was the athletes’ kit. The kit provided the opportunity to
be innovative and excite the target audience whilst creating products to meet commercial sales

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targets. Market research undertaken by adidas showed the youth audience wanted something
‘untraditionally British’. Designer Stella McCartney fulfilled this brief with her deconstructed
union flag design.

Adidas campaigns
‘Take the Stage’ campaign.
The acronym AIDA is useful when planning promotional activity, promotion should aim to:
• initiate awareness amongst consumers
• generate interest for and desire to have the product
• ensure action to purchase.
Above-the-line activity for adidas’ campaign included TV adverts that showcased the best UK
talent across sport, street and style. The adverts contained carefully planned product placement.
Amongst those featured were David Beckham, Wretch 32 and Derrick Rose. In addition to a
significant outdoor media spend, adidas featured artist impressions of athletes on 17 London
Metro front pages. TV adverts featuring athletes such as Jessica Ennis and Tom Daley were used
to rally support for Team GB. In these adverts athletes shared their intimate goals, fears and
thoughts, something which was dramatically different to other sponsors of London 2012. It uses
a wide range of promotional activities to create deeper engagement with its audience, mixing
traditional media with an innovative use of social and digital channels. The scale of the
activation of this campaign was an industry first. Its TV adverts aimed to drive consumers to a
website where they could demonstrate their talents for a chance to meet their idols. Through
‘Project 32’, adidas had already rewarded 32 talented youngsters in London with the chance to
meet leaders in their chosen fields, such as the sporting and musical industry, giving
undiscovered talent the chance to ‘Take the Stage’.
Television Advertisement
Adidas uses different media vehicles which can pop up its advertisement on television; it uses
various sports channels like Star Sports, ESPN. Most ads are played all through NBA games,
Football and cricket. Adidas original ads has celebrities like David beck ham, Agyness den, the
objective of the ad was about launching of new Star Wars collection which includes cool, funky
clothes and shoes so ad was a bit cool and musical type specially made for age group of 12-25,
about funky and cool apparels which adolescents like to be dressed in.

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Internet
Adidas uses internet in many ways to reach its target audience, it created its own website
(adida.com) with exclusive digital content where one can access all the information about the
company including company back ground, products, sales, new launches etc. Other than this
Adidas also used windows messenger game platform in order to promote its Predator and f50
boots to the age group of 15- 24 years old males which was the most effective advertisement
strategy as it helped the company to increase 14 % brand ratings by gamers. Additionally, popup
ads can also be found on Google, yahoo, espy home pages etc.
Outdoor advertisement
The organization uses various ground-breaking outdoor advertisement such as billboard soccer’s,
expansive wall scrappers, topiary styled billboards etc. In Japan, Adidas came up with unique
outdoor advertisement concept where two footballers were hung wearing harness and have to
play football for 10 minutes. The objective was to grab the attention of the people towards the
billboard and Adidas was successful in doing that as shown in figure, traffic around that froze for
about 70 minutes. Other extremely effective concept of outdoor advertisement was made in
Germany in 2006 during fifa world cup, a huge arc like structure with Oliver Khans image was
put across the road, the objective of this concept was to grab attention of the vehicles passing by.
Adidas’ Digital Marketing Strategy
Speed
High-speed manufacturing is one of the essential parts of Adidas’ digital marketing strategy.
They digitized the production process with 3D printing technology and robotics at Speed factory
in Ansbach. Futurecraft 4D shoes that crafted with light and oxygen are one successful example
of the brand’s advanced technology.
The purpose of the manufacturing process is to deliver the most innovative and personalized
running shoes for every athlete. The sporting goods brand always tries to meet the high demand.
Created with innovation and collaboration, the fresh and desirable products always ready for
customers where and when they want them to purchase.
Open-source innovations and collaborations
Adidas opens its doors and calls all the creative including athletes, consumers and partners to
learn, create, share and shape future sports and sports culture. They try to bring cool products to

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the market. Parley For the Ocean cooperation is a part of that initiative which includes producing
3 new Ultra Boost models from plastic waste from the sea.

The brand also collaborates with world-famous football players, athletes and singers to inspire.
“Calling All Creators” campaign created by 72AndSunny is a great example of that collaboration

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4. DATA ANALYSIS
Objective:
 To study the perception of consumers towards sportswear, taking into consideration the
changing nature of the category and the emergence of athleisure w.r.t Adidas
 To understand the motivational drivers of consumers when it comes to brand choice
decision
 To study the influence of reference groups on the purchase decision of the consumer..

Overview:
i. Descriptive Statistics
ii. Hypothesis Testing
iii. Factor Analysis
iv. Interpretation

Demographic factors:

1. Age Group: This study aims to study the perception of consumers towards sportswear, taking
into consideration the changing nature of the category and the emergence of athleisure w.r.t
Adidas. In order to get in depth evaluation, this segment has been further categorized into six
groups Below 20, 20-29, 30-39, 40-49, 50-59, 60 and above.

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Above pie chart indicates that out of total 52 respondents, 39 respondents belong to the age
groups between 20 to 29 years (young age) and 11 respondents belong to the age groups between
30-39years (middle age).

2. Profession: The respondents have been grouped based on their profession. Those who are
students, doing service, business and other IT professions and households as well. The aim was
to check if the influencing factors differed based on their profession.

Below pie chart indicates that out of total 52 respondents, 16 are students, 28 are in service, 7 are
in business and 1 housemaker.

3. Annual Family Income: There is always a strong relationship between income and
consumption. Hence this information was captured to understand the influence of the factors on
different income levels. Below pie chart indicates that out of 52 respondents, 16 respondents
have an income level above 20 lakhs, 8 respondents are between 15 to 20 lakhs,10 respondents
are between 10 to 15 lakhs and 20 respondents between 6 to 10 lakhs.

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Descriptive Statistic :

Descriptive statistics are useful for describing the basic features of data, for example, the
summary statistics for the scale variables and measures of the data. In a research study with large
data, these statistics may help us to manage the data and present it in a summary table.

1. How frequently do you buy Adidas products?

In this question we have asked people how frequently they buy Adidas products. The results will
help us understand the consumption frequency of different sportswear and athleisure products
and will help us understand their attitude towards these products.

In the above pie chart, out of 52 respondents, 38 respondents buy Adidas products once in 6
months, 9 respondents buy them fairly frequently(quarterly) and 6 respondents buy them
regularly.

2. What kind of products do you buy most frequently?

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In this question we have asked people what kind of products they frequently buy from Adidas.
The results will help us understand whether people know about the wide range of products
offered by Adidas.

In the above pie chart, out of 52 respondents, 29 respondents buy Adidas shoes, 13 respondents
prefer shopping from clothing section, 8 from active wear and 3 respondents buy accessories and
sports equipment.

SECTION-A (Perception)
In the below section we have asked consumers to represent their opinion using tick marks in the
space provided for the following statements. The results will help us understand consumer
perception towards sportswear, taking into consideration the changing nature of the category and
the emergence of athleisure w.r.t Adidas.

Sl. Strongl Agre Neutra Disagre Strongly

No. y e l e Disagre
Agree (2) (3) (4) e
(1) (5)
1. I prefer Adidas products because I
find them to be the best in quality
2. I believe that the prices of Adidas
products are justified.
3. I favor products from Adidas
because it’s a reputed brand and

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 meets my expectations.
4. I tend to stick to the brand I like for
buying sportswear and casual
sportswear.
5. I prefer Adidas products because the
brand values reflect mine.
6. I find Adidas’ promotional activities
engaging and in line with its
evolving image.

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Best Quality 52 1 5 2.08 .926
Justified prices 52 1 5 2.71 .957
Reputed brand 52 1 5 2.13 .971
Brand Loyalty 52 1 4 2.17 .944
Reflection of Brand value 52 1 5 2.60 1.089
Engaging Promotional 52 1 5 2.37 .971
activities.
Valid N (listwise) 52

From the Descriptive Statistics mentioned above on the factors affecting consumer perception
towards sportswear. The top 3 are as follows:
1. Best Quality- People strongly agree to the fact that superior quality is one of the driving
factors for sportswear purchases. The quality of raw materials used and the excellent
workmanship of the employees contribute to the functional value which is a very
important dimension of athleisure.
2. Brand Loyalty- People agree to the fact that the brand reputation and history are enough
to influence customers’ buying decisions. This result helps us to understand that good
reputation is enough for consumers to stick to their desired brand for their purchases.

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 3. Justified Prices- This shows that people think that the products offered by Adidas are
better than its competitors. They feel that Adidas products are trend driven and hence
their prices are justified.

Best Quality

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 14 1.4 26.9 26.9
Agree 24 2.4 46.2 73.1
Neutral 12 1.2 23.1 96.2
Strongly Disagree 2 .2 3.8 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Justified prices

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 5 .5 9.6 9.6
Agree 17 1.7 32.7 42.3
Neutral 19 1.9 36.5 78.8
Disagree 10 1.0 19.2 98.1
Strongly Disagree 1 .1 1.9 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Reputed brand

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 15 1.5 28.8 28.8
Agree 19 1.9 36.5 65.4
Neutral 16 1.6 30.8 96.2

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 Strongly Disagree 2 .2 3.8 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Brand Loyalty

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 14 1.4 26.9 26.9
Agree 20 2.0 38.5 65.4
Neutral 13 1.3 25.0 90.4
Disagree 5 .5 9.6 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Reflection of Brand value

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 9 .9 17.3 17.3
Agree 15 1.5 28.8 46.2
Neutral 19 1.9 36.5 82.7
Disagree 6 .6 11.5 94.2
Strongly Disagree 3 .3 5.8 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Engaging Promotional activities

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 11 1.1 21.2 21.2
Agree 16 1.6 30.8 51.9
Neutral 22 2.2 42.3 94.2
Disagree 1 .1 1.9 96.2
Strongly Disagree 2 .2 3.8 100.0

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 Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

INTERPRETATION:

From the above descriptive analysis tables we can infer the following results:
The results show that 46.2% people agree to the fact that they perceive Adidas to have the best
quality products.
The results show that almost 40% people that price range offered by the brand are justified for
the products offered and 36% people are neutral about it.
The results show that almost 55% people think that Adidas is a reputed brand and hence they
purchase sportswear from it.
The results show that almost 40% people agree to the fact that they stick to the brand for buying
sportswear and casual sportswear.
The results show that 30% people agree that they prefer Adidas products because the brand
values reflect theirs.
The results show that only 42% people find Adidas’ promotional activities engaging and in line
with its evolving image.

SECTION-B (Motivation)
In the below section we have asked consumers to represent their opinion using tick marks in the
space provided for the following statements. The results will help us understand the motivational
drivers of consumers when it comes to brand choice decision
Sl. Strongl Agre Neutra Disagre Strongly
No. y e l e Disagre
Agree (2) (3) (4) e
(1) (5)
1. I prefer Adidas products as I aspire
to become fit.
2. I adapt active wear in my clothing

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 choices because it reflects my sense
of style and it is fashionable
3. I prefer Adidas products because of
its exclusivity.
4. I find Adidas products comfortable
to use while engaging in activities
5. The brand offerings are versatile and
functional in nature.
6. I am inclined to making impulsive
purchase decisions regardless of the
intended use of the product.

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Aspire to be fit 52 1 5 2.69 1.058
Reflection of style 52 1 4 2.40 .955
Exclusivity 52 1 5 2.63 1.103
Comfortable 52 1 5 2.04 .949
Versatility and functionality 52 1 4 2.10 .774
Impulsive purchase 52 1 5 2.67 1.167
decisions
Valid N (listwise) 52

From the Descriptive Statistics mentioned above on the motivating factors affecting the purchase
of sportswear goods. The top 3 are as follows:

1. Versatility and functionality- Adidas has best design, great appeal and a strong brand
image which is an important motivation for consumers to buy their products. They derive
pleasure and hedonic value by consumption of these brands.
2. Comfortable - They derive pleasure and comfort by consumption of Adidas products.
Consumers find Adidas products comfortable to use while engaging in activities

3. Reflection of Style- Consumers admire Adidas products because of their trendy products.
They adapt active wear in their clothing choices because it reflects their sense of style
and is fashionable

Page | 46
 Aspire to be fit

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 7 .7 13.5 13.5
Agree 16 1.6 30.8 44.2
Neutral 17 1.7 32.7 76.9
Disagree 10 1.0 19.2 96.2
Strongly Disagree 2 .2 3.8 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Reflection of style

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 9 .9 17.3 17.3
Agree 21 2.1 40.4 57.7
Neutral 14 1.4 26.9 84.6
Disagree 8 .8 15.4 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Exclusivity

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 8 .8 15.4 15.4
Agree 17 1.7 32.7 48.1
Neutral 16 1.6 30.8 78.8
Disagree 8 .8 15.4 94.2
Strongly Disagree 3 .3 5.8 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Comfortable

Frequency Percent Valid Percent Cumulative Percent

Page | 47
Valid Strongly Agree 16 1.6 30.8 30.8
Agree 23 2.3 44.2 75.0
Neutral 9 .9 17.3 92.3
Disagree 3 .3 5.8 98.1
Strongly Disagree 1 .1 1.9 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Versatility and functionality

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 12 1.2 23.1 23.1
Agree 24 2.4 46.2 69.2
Neutral 15 1.5 28.8 98.1
Disagree 1 .1 1.9 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Impulsive purchase decisions

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 9 .9 17.3 17.3
Agree 15 1.5 28.8 46.2
Neutral 16 1.6 30.8 76.9
Disagree 8 .8 15.4 92.3
Strongly Disagree 4 .4 7.7 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

INTERPRETATION:

From the above descriptive analysis tables we can infer the following results:
The results show that only 30% people agree to the fact that they buy Adidas products as they
aspire to become fit.

Page | 48
The results show that almost 57% people adapt active wear in their clothing choices because it
reflects their sense of style and is fashionable.
The results show that almost 48% people feel that exclusivity of the product is a dominant factor
affecting the image of Adidas goods. Everyone in this world wants to look different and to
impress others by their unique selection of goods
The results show that almost 75% people agree to the fact that superior quality and comfort is
one of the driving factors for sportswear good purchases.
The results show that 46% people feel that products offered by Adidas are versatile and
functional in nature.
The results show that only 28% people areinclined to making impulsive purchase decisions
regardless of the intended use of the product.

SECTION C (Group influence)

In the below section we have asked consumers to represent their opinion using tick marks in the
space provided for the following statements. The results will help us understand how group
influences consumers towards their purchase intention towards sportswear and athleisure.
Sl. Strongl Agre Neutra Disagre Strongly
No. y e l e Disagre
Agree (2) (3) (4) e
(1) (5)
1. I patronize the brand because my
favorite celebrities endorse its
products.
2. I take the opinions of my peers into
consideration when deciding to
purchase any product from the
brand.
3. My need for the products of the
brand is influenced by my
environment and the class of society
I identify with.
4. I look for reviews and feedback on

Page | 49
 products by experts before making a
purchase decision.
5. I choose Adidas as the brand is a
mainstay in cultures I identify with.
(e.g. sports, fitness, music, fashion
etc)

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Celebrity endorsements 52 1 5 3.06 1.290

Opinion of peers 52 1 5 2.63 1.138

Class of society 52 1 5 2.69 1.147

Experts' feedback 52 1 5 2.13 .971

Mainstay in culture 53 1 5 2.34 1.018

Valid N (listwise) 52

From the Descriptive Statistics mentioned above there were factors which indicated how group
influence affects the intention to purchase sportswear products. The top 3 are as follows:

1. Experts’ feedback- Consumers heavily look for reviews and feedback on products by
experts before making a purchase decision.
2. Mainstay in culture- Consumers believe that Adidas as a brand reflects the essence of
sports, fitness, music and fashion.

3. Celebrity Endorsement- Consumers admire Adidas products because their favorite

celebrities endorses all the products.

Celebrity endorsements

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 8 .8 15.4 15.4
Agree 9 .9 17.3 32.7
Neutral 15 1.5 28.8 61.5

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 Disagree 12 1.2 23.1 84.6
Strongly Disagree 8 .8 15.4 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Opinion of peers

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly agree 9 .9 17.3 17.3
Agree 16 1.6 30.8 48.1
Neutral 15 1.5 28.8 76.9

Disagree 9 .9 17.3 94.2

Strongly Disagree 3 .3 5.8 100.0

Total 52 5.2 100.0

Missing System 947 94.8

Total 999 100.0

Class of society

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 8 .8 15.4 15.4
Agree 16 1.6 30.8 46.2
Neutral 16 1.6 30.8 76.9
Disagree 8 .8 15.4 92.3
Strongly Disagree 4 .4 7.7 100.0
Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Experts' feedback

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 13 1.3 25.0 25.0
Agree 26 2.6 50.0 75.0
Neutral 7 .7 13.5 88.5
Disagree 5 .5 9.6 98.1
Strongly Disagree 1 .1 1.9 100.0

Page | 51
 Total 52 5.2 100.0
Missing System 947 94.8
Total 999 100.0

Mainstay in culture

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly Agree 11 1.1 20.8 20.8
Agree 21 2.1 39.6 60.4
Neutral 15 1.5 28.3 88.7
Disagree 4 .4 7.5 96.2
Strongly Disagree 2 .2 3.8 100.0
Total 53 5.3 100.0
Missing System 946 94.7
Total 999 100.0

INTERPRETATION:

From the above descriptive analysis tables we can infer the following results:
The results show that only 38% people disagree to the fact that they buy Adidas products as their
favorite celebrities endorses its products.
The results show that almost 47% people take the opinions of their peers into consideration when
deciding to purchase any product from the brand.
The results show that almost 45% people feel that their need for the products of the brand is
influenced by their environment and the class of society they identify with.
The results show that almost 75% people look for reviews and feedback on products by experts
before making a purchase decision.
The results show that nearly 40% people can see Adidas as a brand which shows their
association with groups in terms of sports, music, fitness and fashion.

Hypothesis Testing

CHI SQUARE TEST-1

Page | 52
Ho: There exists no relationship between the sportswear and athleisure products consumers and
age.
H1: There exists a relationship between the sportswear and athleisure products consumers and
age.

Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
Pearson Chi-Square 2.261 3 .520
Likelihood Ratio 3.706 3 .295
N of Valid Cases 52
a. 6 cells (75.0%) have expected count less than 5. The minimum
expected count is .12.

Since the significance value > 0.05, we accept Ho and conclude that there is no relation
between sportswear and athleisure products consumers and age.

CHI SQUARE TEST- 2

Ho: There exists no relationship between the sportswear and athleisure products consumers and
profession.

H1: There exists a relationship between the sportswear and athleisure products consumers and
profession

Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
Pearson Chi-Square 1019.857 8 .000
Likelihood Ratio 410.373 8 .000
N of Valid Cases 999

Page | 53
 a. 10 cells (66.7%) have expected count less than 5. The minimum
expected count is .01.

Since the significance value < 0.05, we accept H1 and conclude that there is a relation
between sportswear and athleisure products consumers and profession.

CHI SQUARE TEST- 3

Ho: There exists no relationship between the sportswear and athleisure products consumers and
annual family income.
H1: There exists a relationship between the luxury brand consumer sportswear and athleisure
products consumers and annual family income.

Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 1024.498a 8 .000
Likelihood Ratio 410.844 8 .000
N of Valid Cases 999
a. 8 cells (53.3%) have expected count less than 5. The minimum
expected count is .05.

Since the significance value < 0.05, we accept H1 and conclude that there is a relation
between sportswear and athleisure products consumers and annual family income.

Factor Analysis
Factor analysis is a technique to reduce data and summarizing data. For the purpose of realizing
the objectives of this research, the factor analysis method was used to assess perception of
consumers towards sportswear, taking into consideration the changing nature of the category and
the emergence of athleisure w.r.t Adidas

Techniques adapted:

Page | 54
a. Correlation Matrix: The correlation table exhibits the Pearson correlation coefficient
signifying the strength of relation between all the variables chosen for the study. It was
established that there was no problem of singularity in data as none of the correlation coefficients
were more than 0.8.

b. Kaiser-Meyer-Olkin test: The Kaiser-Meyer-Olkin test [CITATION Kai70 \t \l 1033 ] is

applied to study the sample adequacy. The acceptable value for KMO tests is 0.5 and higher
values

c. Bartlett’s test of sphericity:

The test may be used to check if there is a redundancy in the variables considered and can the
analysis be conducted in a fewer variables. For suitability of data, the Bartlett’s statistic must be
significant (which means p<0.05).

Table: KMO & Bartlett’s Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .794
Bartlett's Test of Sphericity Approx. Chi-Square 612.927
df 190
Page | 55
Sig. .000
d. Total Variance
This table lists the Eigen values linked with each factor before and after extraction and also after
rotation. The eigenvalue for a given factor measures the variance in all the variables which is
accounted for by that factor. The first six components with Eigen values more than 1 were
extracted which defines 74.716% of variance.

Table: Total Variance Explained

Total Variance Explained
Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
Com % of % of
pone Varianc Varian Cumulative % of Cumulative
nt Total e Cumulative % Total ce % Total Variance %
1 8.216 41.078 41.078 8.216 41.078 41.078 6.252 31.259 31.259
2 1.850 9.249 50.328 1.850 9.249 50.328 2.931 14.655 45.914
3 1.450 7.250 57.578 1.450 7.250 57.578 1.694 8.469 54.383
4 1.299 6.496 64.074 1.299 6.496 64.074 1.378 6.892 61.274
5 1.114 5.570 69.644 1.114 5.570 69.644 1.371 6.857 68.132
6 1.014 5.072 74.716 1.014 5.072 74.716 1.317 6.585 74.716
7 .878 4.390 79.107
8 .706 3.530 82.636
9 .550 2.751 85.388
10 .511 2.556 87.944
11 .463 2.313 90.257
12 .429 2.147 92.404
13 .372 1.860 94.264
14 .262 1.308 95.571
15 .237 1.185 96.756
16 .192 .958 97.713
17 .151 .757 98.470
18 .127 .637 99.107
19 .092 .462 99.569
20 .086 .431 100.000
Extraction Method: Principal Component Analysis

Page | 56
 Graph: Scree Plot

Using Kaiser’s Criteria (components with squared deviance > 1) only the first six components
were deemed important. These explained approximately 74.716% of the variation in the data
thus offering a valuable insight into the majority trends in the data.

e. Rotated Component Matrix:

Shows the factor loadings for each variable. Across each row the factor on which the variable
loaded most strongly on was selected. Variables with loadings < .500 were discarded.
The factor loadings indicate how the extracted factor is associated with the initial variables used
as input for the analysis. Higher factor loadings indicate higher representation of the variables by
the factor and lower value are not considered representative. Negative factor loadings indicate
that a particular factor represents the opposite of the variable chosen for study.Rotation causes
the factors to differentiate more clearly which is essential to facilitate interpretation.

Rotated Component Matrixa

Page | 57
 Component
1 2 3 4 5 6
Purchase sportswear .185 .054 .037 .858 -.024 .141
Frequency of purchase -.163 -.220 -.396 -.354 .500 .124
Preferred product category -.008 -.066 .163 .043 .871 -.089
Best Quality .809 .169 -.115 .045 -.045 -.131
Justified prices .644 -.030 .102 -.027 -.331 .043
Reputed brand .875 .062 .041 .073 -.085 .195
Brand Loyalty .181 .024 .880 .033 .087 .119
Reflection of Brand value .777 .245 .254 .133 .062 .004
Engaging Promotional .758 .080 .302 .077 .078 .295
activities.
Aspire to be fit .729 .412 .189 .021 .203 -.010
Reflection of style .173 .697 .231 .323 -.052 -.131
Exclusivity .701 .435 .123 .148 -.168 -.042
Comfortable .817 .161 .027 .026 .068 .236
Versatility and functionality .556 .074 .403 .370 .122 .037
Impulsive purchase .320 .538 .440 -.420 -.078 .214
decisions
Celebrity endorsements .553 .530 .162 -.090 -.284 -.234
Opinion of peers .099 .742 -.090 -.032 .040 .436
Class of society .257 .832 -.044 -.002 -.110 .131
Experts' feedback .125 .153 .133 .107 -.067 .854
Mainstay in culture .786 .250 .195 .146 -.175 -.048
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 8 iterations.

The factors were examined conceptually and it was inferred that the factors represent
fourfactors attributes.

Table: Components extracted from factor analysis

Social and Personal value Cultural value and style Loyalty Group Influence

Page | 58
Best Quality Opinion of peers Brand Loyalty Experts' feedback

Justified prices Class of society

Reputed brand Reflection of style

Reflection of Brand value Impulsive purchase

decisions

Engaging Promotional

activities.

Aspire to be fit

Exclusivity
Comfortable

Versatility and functionality

Celebrity endorsements

Mainstay in culture

f. Communality:
The communality of a variable indicates what proportion of variation in input variables has been
explained by the extracted variables. Higher communality values indicate that the analysis
explains the variable better. Values greater than 0.7 are considered ideal for smaller samples.
 The communalities of a variable are calculated by summing up the squared loadings for that
variable.
 The communality of a variable indicates what proportion of variation in input variables has
been explained by the extracted variables.
 Higher communality values indicate that the analysis explains the variable better [CITATION
Adv \l 1033 ]. Values greater than 0.7 are considered ideal for smaller samples and 0.6 for
larger samples[CITATION Kai74 \t \l 1033 ].
Table: Communalities

Communalities
Initial Extraction
Purchase sportswear 1.000 .795

Page | 59
 Frequency of purchase 1.000 .622
Preferred product category 1.000 .799
Best Quality 1.000 .717
Justified prices 1.000 .538
Reputed brand 1.000 .821
Brand Loyalty 1.000 .831
Refelction of Brand value 1.000 .750
Engaging Promotional 1.000 .772
activities.
Aspire to be fit 1.000 .780
Reflection of style 1.000 .693
Exclusivity 1.000 .748
Comfortable 1.000 .755
Versatility and functionality 1.000 .630
Impulsive purchase 1.000 .813
decisions
Celebrity endorsements 1.000 .756
Opinion of peers 1.000 .762
Class of society 1.000 .789
Experts' feedback 1.000 .802
Mainstay in culture 1.000 .772
Extraction Method: Principal Component Analysis.

Thus for choosing the bases for Cluster Analysis, we have chosen Quality (.717), Reputed Brand
(.821), Loyalty (.831), Reflection (.750), Promotional Activities (.772), Aspire to be fit (.780),
Exclusivity(.748), Comfortable (.755), Purchase decision (.813), Celebrity endorsement (.756),
Opinion of peers(.762), Class of society (.789), Experts feedback (.802), Mainstay in culture
(.772).

5. CONCLUSION

Athleisure wear is basically casual clothing designed to be worn both for exercising and for
general use. As a fashion trend, it is a trend in which activewear; clothes designed for athletic

Page | 60
activities are worn for other purposes such as work clothes, casuals, to school or social
occasions.

Athleisure only became widespread in 2016 when key influencers Beyoncé and Rihanna
introduced athleisure to the mainstream with the help, respectively, of Puma and Topshop.
Celebrities are major fashion influencers all over the world. Through the descriptive analysis
performed on the sample data, we found out how Celebrity Endorsements done by Adidas which
is considered a part of Group influence plays a major role in consumer’s buying decisions.
Further, factor analysis test and cummunality test helped to showed how this factor can be
related to their social and personal values.

Athleisure is gaining popularity rapidly, especially amongst the millenials, that is because these
products combine aspects of style, functionality and comfort. Away from the gym, streets,
runway and parties, athleisure is gradually becoming accepted as work wear. A lot of people are
switching from the conventional formal look in suits and ties. Through descriptive analysis we
found out that versatility, functionality and comfort are the most important motivational drivers
towards the purchase of Adidas products.

A change in lifestyle leading to daily need to stay fit has made Athleisure a trend. Wellness is
more about the state of mind. Wellness products like yoga pants give the wearer an association
with a healthy activity, whether they’re actually doing the activity or not. It’s a look that
expresses an aspiration for health and positive thinking. Through factor analysis tests, we found
that customers tend to buy these athleisure wear because they aspire to be fit.

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7. ANNEXURE

QUESTIONNAIRE ON
The study of Consumer Behavior attributes of perception, motivation and group influence
towards the brand Adidas

Dear Respondents,
Thank you for participating in this survey. The survey is a study on attributes of consumer
behavior of the brand Adidas. You are requested to answer the questions below to the best of
your ability and understanding. The information provided by you is strictly confidential and will
be used only for academic research purposes.

PERSONAL INFORMATION
(i) Name:

(ii) Contact number/ E-mail id :

(iii) Age: Below 20 ( ) ; 20 -29 ( ) ; 30-39 ( ); 40-49( ) ; 50 -59 ( ) ; 60 and above ( )

Please tick the appropriate answer:

(iv) Gender : Male ( ) ; Female ( ) ; Other ( )

(v) Profession : Student ( ) ; Business ( ) ; Service ( ) ; Sports ( ) ; Homemaker ( )

(vi) Annual family income : 6 - 10 Lacs ( ) ; 10 -15 lacs ( ) ; 15 - 20 lacs ( ) ;20 lacs and above ( )

SECTION-A

Please answer the following questions by marking the option you deem appropriate with a tick
():

1. How frequently do you buy Adidas products?

Page | 64
 Once in a while ( )Regularly ( )Fairly frequently ( )

2. What kind of products do you buy most frequently?

Sports equipment ( )Active wear ( )Shoes ( )Clothing ( )Accessories ( )

SECTION-B (Perception)
Directions: State your opinion using tick marks in the space provided for the following
statements. Each statement cannot have more than one response.

Sl. Strongl Agre Neutra Disagre Strongly

No. y e l e Disagre
Agree (2) (3) (4) e
(1) (5)
1. I prefer Adidas products because I
find them to be the best in quality
2. I believe that the prices of Adidas
products are justified.
3. I favor products from Adidas
because it’s a reputed brand and
meets my expectations.
4. I tend to stick to the brand I like for
buying sportswear and casual
sportswear.
5. I prefer Adidas products because the
brand values reflect mine.
6. I find Adidas’ promotional activities
engaging and in line with its
evolving image.

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 SECTION-C (Motivation)

Sl. Strongl Agre Neutra Disagre Strongly

No. y e l e Disagre
Agree (2) (3) (4) e
(1) (5)
1. I prefer Adidas products as I aspire
to become fit.
2. I adapt active wear in my clothing
choices because it reflects my sense
of style and it is fashionable
3. I prefer Adidas products because of
its exclusivity.
4. I find Adidas products comfortable
to use while engaging in activities
5. The brand offerings are versatile and
functional in nature.
6. I am inclined to making impulsive
purchase decisions regardless of the
intended use of the product.

SECTION D( Group influence )

Sl. Strongl Agre Neutra Disagre Strongly

No. y e l e Disagre
Agree (2) (3) (4) e
(1) (5)
1. I patronize the brand because my
favorite celebrities endorse its
products.
2. I take the opinions of my peers into
consideration when deciding to
purchase any product from the

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 brand.
3. My need for the products of the
brand is influenced by my
environment and the class of society
I identify with.
4. I look for reviews and feedback on
products by experts before making a
purchase decision.
5. I choose Adidas as the brand is a
mainstay in cultures I identify with.
(e.g. sports, fitness, music, fashion
etc)

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