Consumer’s Perception towards Persuasion Techniques & its Impact on Consumer-brand Relationship. Applied on: Adidas

Abstract

Nowadays people tend to spend time shopping as a substitute to other hobbies and activities. During the shopping process people are exposed to hundreds and thousands of brands and all of them have their own selling strategies and techniques, the amount of ads, billboards, emails, offers and promotions consumers are exposed to makes most of the brands seem unnoticed to many consumers, therefore marketers started to advertise in a different way which is to focus on the motives on consumers and make the consumer feel incomplete without their products to create the need to make a purchase. Following the success of Mohamed Salah, Adidas chose Mohamed Salah because he is a role model to the next generation, and how big could they go. Adidas started putting Salah in advertisements, billboards; even releasing his own shoe line, the main goal behind this campaign was to promote Adidas’s products which surely have succeeded in Egypt and worldwide. Celebrity endorsement is a strategy used to enhance the brand image, and associate the brand with the figure’s personal image, which can either bring lots of success or backfire on the brand. The strategy we are focusing on in our study is persuasion techniques. Whether the seller is trying to persuade or manipulate depending on their beliefs whether consumers wants or needs their product. When the salesperson genuinely believes that the consumer needs it, their intentions are good. It can’t possibly be manipulation; it can be considered as persuading the consumer by the seller’s product rather than any other product. Mainly, manipulation is successfully influencing and changing consumer’s choice, however; the goal is the same whether the company is persuading or manipulating consumers, is to encourage and increase the purchase intention, the purchase intention is the willingness of a consumer to purchase a certain product, therefore, we intend to assess and study how the store atmosphere affects the consumer’s behavior towards purchasing.