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Buyer's Behavior Of Under Armour: Case Study Of Buyers

explanatory Essay
900 words
900 words
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Buyer’s Behavior: Under Armour’s target market is consumers that are involved in physical activities. The demographic age groups that they cater to varies from youth to adults. Their products can with stand any weather condition from cold weather to warm weather, which means their product can be used in any geographic location. These consumers can be either light user like walkers or heavy users like football players. As previously stated, these consumers are involved in some sort of physical activity, and this is a trend that has grown in the past few decades. The trend of participating in physical activities will continue to see growth due to lifestyle changes of the consumers. Since, people are noticing a change in the human life capacity, …show more content…

In this essay, the author

  • Explains that under armour's target market is consumers that are involved in physical activities. their products can stand any weather condition from cold weather to warm weather.
  • Opines that the trend of participating in physical activities will continue to see growth due to lifestyle changes of the consumers. this personal satisfaction will allow brands like under armour and nike to stay in business.
  • Explains that under armour products can be purchased in wholesale stores like dicks sporting goods, sports authority, target, walmart, online, and more.
  • Explains that when customers decide what product or brand they should purchase they consider a few different factors. light users focus on pricing and the look of the products, while heavy users look for performance capabilities.
  • Explains that under armour is the originator of performance apparel, which attracted their first customers, their present customer, and future customers.
  • Explains that companies like under armour and nike are investing a lot of money in big data wearables that allow consumers to track their physical performance throughout their day or during their workouts.
  • Explains that nike, adidas, and under armour are the three largest competitors in the athletic apparel market. nike's market capitalized at $105 billion, while adidas was the second largest competitor.
  • Opines that under armour's innovative strategy could put them into a more competitive position. they could overtake adidas if they continue with their innovation strategy because they're $3.5 billion away.
  • Explains that under armour's goal is to expand their wearable watches and bracelets into built-in sensors that go into the clothing they create.
  • Explains that the brand employs 13,700 people, most of whom are full-time employees. the company is not covered by a collective bargaining agreement in their international locations.
  • Explains that under armour uses multiple third party manufactures overseas. they don't have a long-term contract with these manufacturing companies.
  • Opines that if employees are dissatisfied, it may become problematic for the company because of the lack of contracts to protect their intellectual property.
  • Explains that the company has a high overall customer orientation, which pushes them to always create products for their consumers. if they change to low customer orientation, they will lose customers and the bigger companies will crush their business.
  • Opines that under armour is willing to embrace change. they are an innovative company that is constantly changing to produce products that satisfy their consumer needs.

Due to the various options of distribution channels their prices vary. Consumers take that into consideration when purchasing their products. When customers decide what product or what brand they should purchase they consider a few different factors. Light users focus on pricing and the look of the products. Whereas, heavy users look for performance capabilities. Does the provide them with what they need during their activity? The reason consumers select Under Armour is because the brand is innovative. They’re constantly creating new products. Under Armour is the originator of performance apparel. That is what attracted their first customers, their present customer, and future customers. Add that with their marketing, and that is what helps make the company what it is today. Companies like Under Armour and Nike are investing a lot of money in big data wearables. This line of products allows consumers to track their physical performance throughout their day or throughout their workouts. Under Armour provides their consumers with bigger company’s like …show more content…

They could overtake Adidas if they continue with their innovative strategy because they’re only $3.5 billion away. Since now-a-days consumers are all about technology and new innovative products, if Under Armour continues with their innovative strategy they will continue to see an increase of financial growth, become a major competitor for Adidas, and a closer competitor to Nike. wearables that connect to apps such as MapFitnessPal. The apps provide consumers with the ability to track their food consumption, and view a nutritional breakdown of their food intake. Furthermore, Under Armour’s goal is to expand their wearable watches and bracelets into built-in sensors that go into the clothing they create. This product will allow consumers to be accessory free and still will be able to track their activity levels. This innovative idea will surely bring in consumers, and provide Under Armour with the push they need to directly compete

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