Topic 10: Consumer Preference and Utility - Skechers

Skechers accesses consumer’s utility through lots of media such as magazines, television programs, and commercials. They also use improve their appearance, and usefulness of the product to access consumer’s utility. Some of the advertising strategy will be magazine, TV programs and commercials to get people interested in. Skechers is aiming to step in different categories such as shoes that have a youthful look, skate shoes, sandals, boots, etc. In my opinion, maybe is because lived in Taiwan, I didn’t usually see this brand in Taiwan market. It is possible that because the competition between other brand of shoes. For example, Nike or Adidas might be the strongest competitor for them since it is really common in Asia market. Beside, it is not common to see Sketchers’ commercial in Taiwan’s media. I guess Skechers’ target market is not Taiwan but other countries. For me, I don’t usually be really picky on the type of shoes I wear. Therefore, for me the utility of wearing different kind of shoes is almost the same. The reason why I can have utility when I wear shoes is because it feels comfortable when I wear it, also it is normal for people to wear shoes when they are having class, going out, or  going to beach.