A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS ADIDAS PRODUCT IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

Consumer buying behaviour plays a vital role in marketing strategy and brand success. The study focuses on analysing the buying behaviour of consumers towards Adidas products. The research examines factors influencing purchase decisions such as brand image, product quality, price, design, promotional strategies, and customer satisfaction. Primary data was collected through a structured questionnaire distributed among consumers in Madurai city. The study identifies the major determinants that influence customers to prefer Adidas over competing brands. The findings reveal that quality, brand reputation, comfort, and product durability are the most significant factors affecting purchase decisions. The study also suggests measures to improve customer satisfaction and brand loyalty

References

1. https://www.ascionline.in
2. https://www.ftc.gov
3. https://www.consumersinternational.org
4. https://wfanet.org
5. https://www.statista.com

Keywords

Consumer behaviour, Brand preference, Buying decision, Customer satisfaction, Sportswear market.