Changing the Model of Consumer Behavior in an Omnichannel Environment in Adidas company

The aim of the master's thesis is to build a model of consumer behavior in the omni-channel environment for a specific product group “sportswear and shoes”. During the writing process, the main typology of consumer behavior patterns was presented and described based on an analysis of the relevant research publications by Russian and foreign authors, which helped to identify the most appropriate structure for the future model. In the process of analyzing secondary data, the concept of «omni-channel» and a detailed description of the omnichannel approach in retail were presented, including specific characteristic of the sportswear and footwear product group. The consumer behavior tracks depicted in the primary behavior model built in the thesis were corrected after qualitative research by interviewing ten loyal Adidas customers and conducting content analysis, then the received insights during the first stage of the empirical research studies were used to identify the most common variations of consumer behavior throughout the whole market. To evaluate the results of the online survey, 365 completed questionnaires were used for descriptive and cluster analysis in SPSS Statistics. Following the results of the work done, the focus areas of the development of the most popular communication and product movement channels of the Adidas company were given. As a result of receiving four clusters, the final model of consumer behavior in the omni-channel environment was presented within the product group «sportswear and shoes».