CONSUMER ATTITUDE TOWARDS BRAND ADIDAS

Abstract

The global sportswear market is highly competitive, and is one of the most heavily branded areas in the global apparel market (Tong and Hawley, 2009). The sportswear brands are dedicated to create strong brand equity and build brand loyalty through creating strong and distinctive brand personality. Sportswear brand personality enhances the effectiveness of marketing communications efforts (Arora and Stoner, 2009; Brakus et al., 2009). In India, sportswear brands such as Nike, Adidas, Reebok, Puma, Umbro and Fila are popular among sportswear consumers. Sportswear has become a common and popular category among young people as it identifies them with a more relaxed lifestyle, greater versatility and comfort. This has prompted manufacturers like Nike and Adidas to start expanding their business particularly in Asia as it has the potential to give them higher volume of sales for their products (Wong, Foong Yee and Sidek, Yahyah, 2008). In this paper, we are going to observe the consumer attitude towards brand adidas. An attitude in marketing terms is defined as a general evaluation of a product or service formed over time (Solomon, 2008). An attitude satisfies a personal motive—and at the same time, affects the shopping and buying habits of consumers. Dr Lars Perner (2010) defines consumer attitude simply as a composite of a consumer’s beliefs, feelings, and behavioural intentions toward some object within the context of marketing. A consumer can hold negative or positive beliefs or feelings toward a product or service. A behavioural intention is defined by the consumer’s belief or feeling with respect to the product or service.