Marketing at Adidas

Using the common behavior concepts discussed in class, describe yourself. How have these characteristics affected your behavior as a consumer? Give examples (gender, social class, why do you consume as you do, examples—bought x)

According to the common behavior marketing concepts discussed, I am a member of various cultures and subcultures. Each concept is going to have an effect on my behavior as a consumer.

First off, although not a natural born US citizen, I have lived over 25 years in the US, so although I often identify with Latino culture, I mostly identify with US national culture. A bit of a mix and mash as Latino culture is more apt to stress collectivism as opposed to individualism. It certainly shows as I chose to move away from the city and to the suburbs. It’s a very American thing, to want to live apart enough from everyone else yet somewhat close.

US national culture is also characterized by high achievement and success and that is easily identified in me by the fact I’ve gone back to school twice now. The first time ten years after I started college, went back to finish my bachelors. The second time, now. Four years after said bachelors degree I’m going back for my masters. I am purchasing education while stressing high achievement and personal success.

Americans live in what is easily the most materialistic country in the world. Anytime a family member visits from South America, I tend to make excuses for my small townhouse not being as big or outfitted as some of the others in town. They all to a tee immediately ask what is wrong with me, as most of their apartments would fit in my first floor. Materialistic? Yes, although I do tend to push off purchasing decisions as long as possible, preferring to fix older things such as furniture, technological toys, etc. I only purchased an ipod in the last year. And the pda phone, the blackberry took four years to get into my pocket. I’m still resisting the iphone and the...