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Target Market The target market for high involvement running shoe is aiming on adult generations 18-40 years old and having higher income. Running shoes can be differentiation to four consumer segments Sporty, Elite sports, Everyday wearers, and Fashion sports. The sporty market segment is the sports shoe market. These consumers are actively involved in fitness or sports on a regular basis. They are usually looking for a good quality sports shoe that has the performance required to support them in their chosen field of activity. They are most interested in well-known brands that offer higher quality shoes. They are willing to pay a higher price (within reason) for a suitable product. For consumer in the elite sports market segment are highly committed to a particular sport, and probably train more than 10 hours per week. Some may be professional athletes, but the majority are serious competitors in their chosen sport. They are particularly interested in shoes that are designed for a particular function (such as running, cycling, basketball, and so on) and typically seek out more modern innovations and technologically-advanced products. This will be a high involvement purchase decision for these consumers and will tend to be relatively brand loyal as a result. The everyday wearers market segment is a very mainstream market. It consists of a wide variety of people who are looking to purchase sports shoes to wear on day to day lifestyle basis. Because they do not wear the shoes for any specific sporting purpose, they are less concerned with the actual quality and performance specifications. They are most interested in comfortable shoes that represent good value for money. They tend to be quite attracted to very well-known brands because they consider that to be a safe, low risk choice. The fashion sports market segment is an emerging segment that is looking for sporty looking fashion shoe. They do NOT buy the product for its sports function, but for its style, look and brand image (for their social/self identity).As this market tends to be teenagers, young adults and young professionals, they want brands that are unique to themselves, not brands that their parents wear.

Step 1 Consumers require running shoes for various purpose under different circumstances. For example: He or She might be an athlete person and therefore might require running shoes. To avoid blisters and other pains. “ Running shoes are kind and gentle on your feet throughout any running exercise. They are developed specifically with forward motion in mind”. Running shoes may also be used by people who train in the gym, people who go on hikes. On the other hand, some people such as the younger generation may wear running shoes as an everyday style. Mainly, the need of running shoes would be far sporty and athlete people who would require proper shoes in under to run property.

Step 2 For high involvement products, consumers are more likely to use an external search. Consumer may ask their friends opinions that have been ever buying the same product. Which one is better to use or the price is more reasonable. Read reviews in consumer reports are also a way to having information search for consumer. It was an answer to the product whom consumer has buy. Besides that, consulting several web sites and visit several dealerships is the most consumer go through to search information. Consumers will obtain many knowledge form the search, for example knowing that how much space you need? It may seem strange, but you actually want to make sure you have a full thumbnail’s worth of empty space in the front of the shoe when you first try it on. “Almost 90 percent of the people who come in to get fitted for a shoe with me are wearing them too small,” said

McQuade. “When you run, your feet swell and expand, and you want to be able to accommodate that in a shoe. You never want your toes or foot to be impeded by the shoe.” Brand and Model Price Polarising features Adidas Ultra Boost X

RM780.00

Cool design, Pricey

Nike Free RN Flyknit

RM529.00

Lightweight, Different Shape is too narrow

New Balance Foam 1080 v7

Fresh RM639.00

Reebok Z Dual Rush RM397.00 2.0

Step 3 colour

options,

True-to-size, Comfortable, Durability Lower price, Durability

Nike 

The Nike Free RN Flyknit is another Nike shoe model that attempts to deliver the feeling of being close to the ground. Similar to its predecessor, its aim is to make runners feel a sense of freedom when running. To an extent, the shoes have achieved this goal with its lightweight and flexible design. and is available in different color options. The shape of the shoe is narrower than other shoe models. And the upper material felt too coarse and stif. Conversely, there were consumers who had concerns with some of its components, with some of them even complaining of injuries while wearing it.

Adidas Designed for a perfect fit. Energy return for every step. Lightweight sock-like fit. Ultimate breathability and flexibility.

  

Generally, the feedback for the Adidas Ultra Boost X was positive. Many runners enjoyed this running shoe’s performance on the roads. They also welcomed its cool design and its lightweight nature.

although this running shoe was a bit pricey, it was worth the purchase because of what it offered.it’s considered to be great for running, for workouts and for casual walks.

New Balance  

This shoe felt true-to-size, some users stated. Wearing this shoe all day didn’t cause any discomfort, according to several reviewers.

The New Balance Fresh Foam 1080 v7 had many supporters. Runners who wanted an efficient, neutral shoe apparently received it in the form of this update. They welcomed its color schemes, its responsive underfoot platform, and its general performance. On the other hand, there were complaints about the durability of its sole unit. A purchaser reported that the shoes had broken down after only 5 weeks of use.

Reebok The Dual Rush 2.0 uses a lightweight and breathable mesh that keeps the foot comfortable and

 secure.



There were runners who felt blisters forming as they wore the shoe over time.

Many runners welcomed the low-cut design, which was intended to encourage more freedom of movement for the foot. Some runners criticized the durability of this shoe as some parts began to break apart easily. It The Z Dual Rush 2.0 from Reebok is a comfortable daily shoe that anyone can pick up and enjoy.

doesn’t have stability mechanics, but it can still ofer protection & efficacy for the runner’s performance.

Step 4 Consumers will analyse and understand the product before they purchased. The factors might influence the consumer I think is their friend, neighbours, colleagues and so on. People of the same social class often share common values, lifestyles, ways of thinking and life goals, and affect their buying behaviour. Since each society has a different class, its needs also have a corresponding level. Even if the income level of the same person, its different classes, living habits, ways of thinking, buying motivation and consumer behaviour also has significant differences. Therefore, business and marketing staff, according to the social class market segmentation, and then choose their own target market. Need to refer to a certain living environment, people in order to extend and develop life to reflect the desire of objective things. People's needs determine the goals of people's behaviour. Step 5 After the purchase, the consumer might experience dissonance about their purchase and be alert to information that supports their decision. Consumer sometimes regret their decisions made. It mainly occurs due to a large number of alternatives available, good performance of alternatives or attractiveness of alternatives, and other. The marketers sometimes need to assure the consumer that the choice made by them is the right one. The seller can mention or even highlight the important features or attributes and benefits of the product to address and solve their concerns if any.A high level of post-purchase dissonance is negatively related to the level of satisfaction which the consumer draws out of product usage. To reduce post-purchase dissonance, consumers may sometimes even return or exchange the product. Conclusion Recommendation With regard to our thorough analysis of the consumer decision making process, it would be profitable for the Addidas company to invest in thorugh market research in order to gain proper knowledge of the potential market and to successfully identify the consumer needs and wants. Upon finding all the relevant information on satisfying their consumer’s needs Addidas should develop marketing strategies accordingly. We recommend Addidas to invest on heavy advertising to keep up with the competitors in the running shoe market and also to maintain their customer base in order to earn higher profits and satisfy the customers...