Adidas Basketball 1

Talking Points– What motivates you to buy new Basketball shoes– Brand preference– Celebrity Endorsements

Observation– What brands they linger over– How long they take to decide– If they go straight to a shoe

Interview:CONSUMER BEHAVIOR THEORY: They purchase newbasketball shoes because:

Old pair was breaking down Just wanted a new pair to play in Thought it would look good for wearing out, not necessarily playing in There was a new release from their favorite athlete

“Whenever my old basketball shoes get worn out I go buy new shoes. Brand, comfort, and the athletes that endorse the shoes usually influence my choice.”-Gino Los Reyes

They usually go straight for the shoe they came in for, so obviously they had previous awareness probably from advertising.

They usually go straight for Nike Sometimes they linger over a couple pairs, so decision isn’t always

executed before they get in Consumers aren’t always brand loyal—they said they could be swayed by a really hyped up shoe from Adidas

Identified consumer segments based on feature/benefit desires. Those who seek out:

2. How often do you play basketball every month?

-Average of 4.8 times a month

4. Who is your favorite basketball player? Do you know what brand they wear?

6. What words/associations/reactions come to mind when you think of each of the following brands?

8. Do you feel loyal to your favorite shoe brand? Why or why not?