Chapter 6: Consumer Decision Making

What is it that drives the consumers to purchase Umbro over any other soccer apparel and footwear company? The fact that we are socializing with the people and identifying their demands as the company progresses is not the only thing that drives the buyers into purchasing Umbro, but understanding the people. We understand what they want, why they want it, how will it benefit them, and at the same time share a connection with them through the soccer environment. Umbro also hosts a soccer event every year located in England to embrace the brand and passion throughout the soccer skills of people that go to compete. The most competitive league in the world, UEFA Champions League, is always introducing/exposing the top soccer brands around the world. Umbro is involved in this league every year whether it is by the league itself or the brand being advertised through billboards or jerseys.

Just because they originate from England doesn't mean the brand is no diverse. Umbro has been involved everywhere around the globe where there is commercial cities. A clear example of Umbro diversifying their brand was when they had made different foreign country jerseys for the World Cup for each model from that country.

Soccer is the most popular sport in the world, maybe it's not recognized much here in the U.S, but definitely around the world. This is why consumers follow and are attracted by Umbro's trend so much, because they are all about creating a deep connection with the people and embracing the sport through the apparel and footwear. As a result, trust and culture is created with the consumers, so the number of people following the trend increases, and so do numbers in the market.