Olivia Dunigan
MKTG 3012-001
Consumer Behavior Presentation
09/21/2015
Consumer Insight 1-2
Consumption of Tennis Shoes and Consumer Behavior
Of all the major fads and trends surging through pop culture, none is more prevalent than flashy footwear.
Mainly with athletic sneakers, the footwear industry has experienced a major influx in the demand for the
output of iconic shoes. Within the sneaker category are subcategories that supply needs for all consumers.
There are shoes for sports, running, casual etc. Brands such as Nike, Reebok, Adidas, and New Balance
take place all over the globe which make them popular to a variety of consumers. Naturally so, when it
comes to certain brands, consumers tend to behave differently and sometimes erratically. The aim of this
report will reflect what makes a certain tennis shoe brand so popular and why it makes consumers behave
in a certain way.
When shopping for a particular sneaker there is a lot of things to consider. Questions as far as durability,
style, comfort, popularity and more all go into rather a consumer will purchase a brand’s tennis shoe or
not. Consumers tend to always face difficulties when it comes to why they favor one brand over the other.
Studies show that definite emotions toward a particular brand is what makes them more likely to buy its
products. This reflects the meaning of consumer behavior which is “is the study of the processes involved
