The Singapore Consumer Purchasing Choices Between Adidas and Nike Research Paper

The Singapore Consumer Purchasing Choices Between Adidas and Nike Products - Research Paper Example The ability to reach a specific segment and market with a variety of products alters the success of a corporation. The concept of relating to the target market and building a strategy that offers a complete marketing technique makes a difference in how individuals respond to the product or service offered. The basis of success for any product is created from the perception of consumption which occurs. This results from purchase behaviors that are identified by a variety of factors, including social relationships, cultural affiliations and understanding of the product. It is noted that different purchasing choices occur in groups and segments of individuals that are interested in a given product. When looking at Singapore youth between the ages of 18 – 25, there is a specific set of trends and behaviors that are associated with purchases (Temasek, 2007: 3). This is not only defined by a variety of consumption patterns but also remains specific with types of products, such as sp orts apparel and shoe brands. An area which highlights the significance of communication toward products and results in purchase behavior is with differences in purchases of Adidas and Nike by Singapore youth. Examining this difference shows the correlation between affiliations to a product and the type of communication which is used. This research paper will examine the trends in purchases between Adidas and Nike products by Singapore youth, specifically to define purchase behaviors and how this relates to the marketing strategies and communication of a product. ... Examining this difference shows the correlation between affiliations to a product and the type of communication which is used. This research paper will examine the trends in purchases between Adidas and Nike products by Singapore youth, specifically to define purchase behaviors and how this relates to the marketing strategies and communication of a product. 1.1 Background Both Adidas and Nike products are building an international reputation based on the sports products offered by the corporation. The approach to both companies is to offer sportswear to women and men that are living more active lifestyles. This is combined with shoes, shirts and other apparel that fits with new lifestyles for each individual. This is followed by creative lines that are being developed with the products, including creative and urban wear that helps to create a sense of identity. The approach that Adidas and Nike are taking is quickly turning into products that fit with identity. When the economic down turn began, both companies altered their strategy, specifically because not as much demand was available for the shoe products. To alter this, they created and developed strategies to enhance the products with new shoe styles and marketing schemes based on having shoes that created identity for every occasion. When this began, there was an expansion into foreign markets with different approaches on how to change the revenue back into the profit while reaching individuals interested in a variety of apparel. The approach of both firms is to actively work toward new target markets that are based on cultural and social affiliations and which can begin to turn the downturn of the traditional