Nike Sport is a representative brand of the sport shoes and the attitudes of customers are formed by the cognitive, affective and behavioral components. BOSTON Christopher Mowbray Marjaun Bakhtiari Colin Bayley Ashley Dilorenzo 2. For full functionality of this site it is necessary to enable JavaScript. At Nike, I moved to the client side to join the digital marketing team of Nike in Brasil. The second forcefulness that our group going to discuss will be the bargaining power of the buyer which is relatively high for Nike Company. The products’ quality of this brand is being approved and affirme… Nike, the number one manufacturer of footwear and apparel, has become a household name on the same level as mogul companies McDonald’s, Coca-Cola and Budweiser. In practice it’s not always obvious: Nike brand-related social media chatter grew by 8x within a day after the ad was released and 60% of that buzz was emotionally charged, compared to … revenue against cost and other financial analysis. What attitudes do consumers have towards Nike that leads to the purchase of their products? International marketing strategy is a combination of marketing principle that could be used to formulate a marketing strategy for specific products and services within one or more countries to extend or internationalise the company. professional specifically for you? Consumer behavior needs to be understood at deeper level by analyzing the need and wants at a place where product is displayed. Further, Nike continues to mark its products within an advanced product portfolio, leveraging a particularly strong brand with enhanced marketing, Nike has taken their learning and shared them with their manufacturing partners in Asia, and fundamentally changed the game and raised the bar of what it means to deliver incredible sportswear products in the athletic industry. Distinguish feature of Nike sports shoes may attract the customer and build an intention to attach with product for a longer period i.e. CONSUMER BEHAVIOR – Psychological Factors 1- Motivation Slogans and headlines that Nike uses include victory, freedom, change, adapt and such words that gives customers the sense to Just Do It. Nike needed to widen the access point in its brand communication model to become relevant to wider circles of people including women and all baby boomer fitness enthusiasts. Overview The qualitative research refers to the consumer purchasing behavior like why, how, what do they decide on the basis of Nike’s image as well as products. Most of the consumer of Nike’s products is mainly athletic. Price The basal concept leads towards the customer retention via offering the quality feature product, thus essential part for Nike is to influence the targeted customer. Nike defines an athlete by “if you have a body, you are an athlete”. And the reputation of this brand is known and sold in the most countries. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. Political It utilised macro and micro analysis of the sports retail market to identify the potentials of the industry that would help them to increase their business performance in the international marketplace. Also, their, Probable factors that could affect Nike’s business judgements are a range of demographic, social, economic and political. IvyPanda. There are no limits; everything is possible once you wear Nike Shoes. PESTLE May 7, 2019. https://ivypanda.com/essays/consumer-behavior-nike-assessment/. If you continue, we will assume that you agree to our -Able to penetrate the market as it is cheaper than its competitors. Commitment and Governance 85 out of 100 2. The main focus of Nike is to design the close loop sports shoe that is comfortable for the consumer and give edge in sports activities. Popular consumption. We utilize security vendors that protect and ensure the integrity of our platform while keeping your private information safe. Through insights given by young residents of Rio de Janeiro communities and teens from downtown São Paulo, we explored and studied the Sneaker and Running Culture, revealing consumer behavior and lifestyle on the streets, where the action takes place. It is noted that PESTLE is one of the most important and effective that often used by organisations in order to assess different macro factors that influence their activities in a negative manner (Li, et al., 2014). 1. Tyler is a 22 year old, middle class college student who has strong interests in sports and fashion. This study particularly examines the intrinsic motive, self-concept, as the antecedent element of consumer attitudes, purchase intention, and brand loyalty. By creating a two-way conversation with consumers, Nike gains actionable insight into their needs and as the results show, they don’t just listen, they react… The role consisted on planning and executing the launches of global and local products/campaigns in a way that matched the behaviour of the brazilian consumer. 1)Shared distribution channels among varied product lines lowering cost Even though famous athletes bring fame to the big companies, their profit comes from the so-called 'products of sportive style', which are the ones that are adapted to consumers. What’s your deadline? Nike delivers innovative products, experiences and services to inspire athletes. The meaning of the bargaining power of buyer will be the ability of client to put the troupe  under insistence , which also affects the customer's sensitivity to damage changes. Brand recognition and quality in sports shoes divert the negative approach of customer into positive ones and create a link with loyal customers. Philip Knight travelling to J… The agency he has founded with his partners, BOX1824, is one of the main companies in market research and consumer behavior trends in Latin America. IvyPanda, 7 May 2019, ivypanda.com/essays/consumer-behavior-nike-assessment/. This study examines Nike. Consumer Behaviour Study On Nike CONSUMER BEHAVIOUR REPORT CASE STUDY: ADIDAS EXECUTIVE SUMMARY This report contains information regarding the global brand Adidas in relation to the consumer’s decision making process and its positioning strategy. Copyright © 2020 IPL.org All rights reserved. Consumer buying process is largely based on the valued information, which gathers from several sources. (2019, May 7). Management of Nike recognized that, consumer behavior is not constant all the time. What are the experiences that a specific chosen target of customers has received? Search. Nike Work Wear Sneaker would be comfortable, durable, non-slip, and very stylish; a sneaker that has yet to be invented. Nike in the past has commonly used self-actualization as a means to connect to consumers motivation through self-fulfillment. Nike Nike is one of the most important publicly traded sportswear and an equipment supplier with its base located in the United States and its headquarters is near Beaverton, Oregon, The company was founded in the year 1964 by Bill Bowerman and Philip Knight as Blue Ribbon Sports and it officially became Nike, Inc. in 1978. The quantitative research deals withwhat are the results of the company i.e. You are free to use it for research and reference purposes in order to write your own paper; however, you must. Their first products were, Therefore, Nike introduced products at abundant price spirit level in orderliness to compete and reach all areas of the market because if they fail to do so, their market share will be easily taken over by their competitors. IvyPanda. In February 2019 Ethical Consumer read KnowtheChain’s 2018 report which assessed 43 of the largest publicly traded clothing and shoe companies in the world. Moreover, what makes consumers loyal to Nike brand? In an advertisement name the “Human Chain” Nike have put in the background a song by The Hours called Ali in the jungle which features the lyrics “Everybody gets Knocked down, how quick are you going to get back up Nike invests a huge amount in their research departments for statistical measurement of consumer behavior on the basis of their purchasing decision and how long it can generate the effective results. The motive behind this research is to explore the consumer behavioror their buying behavior while purchasing sports shoes. Retrieved from https://ivypanda.com/essays/consumer-behavior-nike-assessment/. Nike is one of the top athletic company’s worldwide. This is IvyPanda's free database of academic paper samples. 2019. Nike’s strategies are based on the customer satisfaction and keep them motivated for purchasing the branded products. Sobre. The research will identify consumer’s views and opinions on Tiger Woods and whether his behaviour has … Customer Centric Organizations and Product Centric Organizations, Marketing of Branded Products: Ethical Perspectives. -old its brand by constantly upgrading and improving products’ innovative features and quality to satisfy its customers. "Consumer Behavior – Nike." May 7, 2019. https://ivypanda.com/essays/consumer-behavior-nike-assessment/. Cookies Policy, This assessment on Consumer Behavior – Nike was written and submitted by your fellow student. The intention and preference factor create the difference in purchase decision by the customer. Being present in footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy.Produc… Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. -today, Adidas has established itself as a strong brand for sports apparels. An example of a typical Nike consumer is the persona of whom we shall call Tyler, a loyal Nike customer. This report may pressure on the information gathered from early stages of buying the sports shoes. brand loyalty. T… This report captured the areas where companies needed to take actions to eradicate forced labour from their supply chains. Meaningful story – They’re selling more than a product; they’re selling aspiration. Consumer Behavior – Nike. External factors affecting this mix is one of the most common, technology. Nike focuses on having very good design. Levi’s and Under Armour also made the top 10 list in the apparel segment; and other top brands hail from food service, travel and automotive industries. Nike applies sports-centric strategy motivating, inspiring and connecting emotionally all athletes with its products. The report stated: Nike scored the following in the report's themed scores: 1. The project will involve background research, problem definition, development of a pragmatic approach, and development of a questionnaire for investigating a marketing research problem facing a company. Consumer behavior is rational in front of Nike product selection. However, the PESTLE factors entails political, economic, social, technological, legal and environmental that are elaborated below: The new store utilises the Nike app and makes judgements on the consumer behaviour in the local area using algorithms from the app. 1. nike and adidas. Consumer intention plays a vital role for better analyzing the whole scenario of purchasing Nike sports shoes. Nike Consumer Behaviour. Nike believes that by creating products and services that really delight the consumers will lead them to success. Nike currently restricts the use of scented materials and/or odor control technologies within Apparel, Footwear and Equipment product lines. Zara introduces collections in two slots – Spring Summer and Fall Winter along with replenishing its stores throughout the year with new styles and patterns depending upon consumer demand. For example, those who purchase Nike Sport shoes may believe that Nike Sport is designed for those who are keen on the sport activities. 7 May. Traceability and Risk A… The most important dimension of the marketing mix is the product the company offers. Zara’s main offering – apparels for women is divided among three categories – Zara Woman offering clothes in accordance with latest runway trends, TRF catering to teenagers and young women and Zara Basic offering timeless classics like jeans, t-shirts, etc. When he is not away at college, he lives at home with his parents in San Diego, California. Consumer behavior towards Nike products. Nike Consumer Behavior Analysis 1. "Consumer Behavior – Nike." The cognitive component of an attitude depends on consumers’ beliefs and knowledge. Copyright © 2020 - IvyPanda is a trading name of Edustream Technologies LLC, a company registered in Wyoming, USA. Having pronounced that, Nike has a strong brand reputation which likely will go on to propel strong demand for its merchandise. Keeping this in mind, present study will find out and analyze consumer behaviour of Nike shoes. 1301 Words6 Pages. Attitude and behavioral changes of others directly effects the purchase decision at the end of consumer. What do customers think about the brand? Duffy noted that Nike acquired consumer data analytics firm Zodiac in 2018, as well as Israeli 3-D scanning and customizing firm Invertex to support its so-called Consumer … It uses separate campaign or strategy to cap the market potential of the different segments.Targeting is the important aspect of the marketing strategy, especially when a company is in different businesses. Nowadays, Nike Inc is the world largest markets of athletic shoe and apparel, also the world leading company of supplier athletic footwear, accessories, sportswear, and main manufacturer of sports equipments. We will write a custom Assessment on Consumer Behavior – Nike specifically for you for only $16.05 $11/page. The collections all over the world are mostly similar for Zara apart from some exceptions like United Arab Emirates where clothes are designed complying with the religion, Nike began to sell sports apparel, athletic sports bags and extra accessories since 1979. Free Essays on Nike Consumer Behavior . Zara offers apparels for men, women and children. The database is updated daily, so anyone can easily find a relevant essay example. May 7, 2019. https://ivypanda.com/essays/consumer-behavior-nike-assessment/. (2019) 'Consumer Behavior – Nike'. Strategic Management: The Case of Nike, Inc. What encourages customers to choose a particular type of store to patronize. Its offerings more attractive to the target customers to revise the decision for purchasing product... Judgements on the basis of sports shoes a few have already started to transpire though! Perception that the customers and the reputation of this brand is known sold. 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