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ADIDAS Predator College bag

THE FOLLOWING SET OF QUESTIONS WERE ASKED TO THE CUSTOMER
r What was the need to buy the product?

The need was the old bag was outdated, need to be trendy, status
symbol and lastly to carry the book and laptop.

r Who bought/purchased the product for you?

Purchased the bad himself, saved money to purchase the bag, self
financed.

How did you come to know about the product?

r Came to know about the product through advertisements, print
ads, and the ads and poster outside the Adidas showroom (had
visited the showroom)
r Time frame of the inquiry of the product and the purchase, when
did you purchase the product after inquiry?
I bought the bag the very next day after I inquired about it and was
sure I wanted the same one. I wanted to be sure about all the
features, quality, and design and then only buy the product.

r Does anyone from your college/class use the same brand?

Yes

r Any past experiences with the product or the brand? If yes, what
were those purchases? A bag, clothes, shoes, watches?
Yes, I have had past experiences with the Adidas brand. I have shoes
and clothes from the same brand.
r Are you loyal to the brand?
Yes, (but latter contradicted to his own statement)

r Did the price play a role in buying the product and what was your budget?
Yes it did play a role, I bought the bag for Rs.1699. and my budget was Rs. 2500

r Why did you buy a bag worth Rs. 1699 when your budget was Rs. 2500?
I bought the bad because of the graphic designs of the bag, the colour, and the
comfort which it provided. So all these qualities for a lesser price, a quite a
good deal than spending Rs.2500.

r Why not other brands Like Nike, VIP, Puma etc.?

Well got influenced by the poster and ads of Adidas and also they are the
Sponsors of Manchester United team socks and I am a quite a big fan of the
football club.

r Are you happy and satisfied with the product?

Till now happy with the product. I am really satisfied with my purchase.
r The people who played a role in influencing you to buy the product?
More notably it was me, I and my need to be trendy and have a branded college
bag the main reason. The people who influenced my decision were my peers,
close mates.

r Will you prefer to go for the same brand or similar product again in the future?
Depends.
(Note: Contradicting to his previous point about being brand loyal)

r 



r The respondent Mr. Ashish Nayak was a bit confused on his brand status. At
first he mentioned that he is brand loyal for Adidas. He buys only Adidas
products but he·s other accessories and apparels like slippers, watches and
even the watch suggested otherwise as they were of other brand. From this
what we can conclude is that he is not brand loyal to any brand he is just brand
conscious. To be trendy and well within his high end peers.
!

r High Involvement Decision making
r leading to a mixture of habit (brand loyalty) and complex decision making
process.
r More of a complex decision making

Problem ecognition/ Informtion Informtion

Need cquiition Proceing
roul

Comprtive
Pot-Purche
vlution/
vlution
Purche

    
r Single most important factor in making a product High Involvement one
r Buy product and services that reflect self image

r In this case the respondent has been trend conscious

r Has a self image of being status oriented and elite or in marketing terms
branded.

6

1. Consumers past experiences
2. Consumer motives
 The respondent here is driven by the need for status symbol, be trendy.
 Lookin for a good grphics bag, colour, badge value
3. Environmental influences
 Peers, friend circle.
6
 66

r Ashish here seeks hedonic needs.

r Hedonic needs ² to achieve pleasure satisfaction and content
from the product
r More associated with emotions or fantasies derived from
consuming the product
r In this case the respondent purchases the bag ² old bag outdated

r Need to be trendy, the status and happiness and attitude of owning

branded products, self image among his peers,
 6  66  6
r Exposure to and perception of information and its retention in
memory
r Advertisements, print ads,

r Visited the Adidas showroom ² attracted by the large poster

(print ad) outside.
r 
 
m Consumer evaluates different brands before purchaseing and
selecting the one that best suits their needs
mpurchase the very next day after being interested in the product
m not much brand evaluation done as purchased it on a first look basis
and on the brand name
m also Adidas being sponsors of Manchester United Football Club Socks
and apparels also intimated to purchase the product
r r6
!!"
r Type of information sought from general product information
to specific brand information
r More reliance on information on price or availability, with less
reliance on product specific information.
r Brand loyal consumers ² more self confident about their
choice
r More likely to perceive a higher level of risk in the purchase
and repeat purchasing the same brand to reduce risk
r More likely to be store loyal
 6  6#6 6 6
6
6  !!

r Purchase and use many products in social setting

r Environmental factors ² advertisements, print ads, peer
influence,
r Psychological ² being trendy, latest labels, fashion and lifestyle.

Why consumer acted the way she/he did?

m Bit confused on his brand status
m He maintain he is brand loyal but he seems to be not as all his
other apparels and fashion are of different brand
m He not sure whether he will purchase products from the same
brand in the future.
m He is more brand conscious
r This happens as a result of a mix of being brand loyal (habit)
and captivating the complex decision making process.
r Extinction and boredom from the brand as a result that the
product doesn·t meet costumer expectation.
r Information processing is limited

r Continues satisfaction results in high probability that the

consumer will repurchase the product
r Extinctions of the link between brand usage and positive
rewards
r Hence the consumer shifts to a complex decision making and
consider other alternatives