"Consumer Behavior – Nike." IvyPanda. The second forcefulness that our group going to discuss will be the bargaining power of the buyer which is relatively high for Nike Company. Free Essays on Nike Consumer Behavior . Attitude and behavioral changes of others directly effects the purchase decision at the end of consumer. Nike's valuing system makes utilization of vertical combination in estimating wherein they possess members at varying channel levels or join in more than one channel level operations. 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. We utilize security vendors that protect and ensure the integrity of our platform while keeping your private information safe. Nike Work Wear Sneaker would be comfortable, durable, non-slip, and very stylish; a sneaker that has yet to be invented. Nike Consumer Behavior Analysis 1. Announces New Consumer Direct Offense: A Faster Pipeline to Serve Consumers Personally, At Scale June 15, 2017 NIKE, Inc. today introduced the Consumer Direct Offense, a new company alignment that allows Nike to better serve the consumer personally, at scale. 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. I’m passionate about consumer behavior and connecting people to brands through innovative and compelling storytelling. External factors affecting this mix is one of the most common, technology. By Glenn Taylor. 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. Your privacy is extremely important to us. Also, their, Probable factors that could affect Nike’s business judgements are a range of demographic, social, economic and political. You are free to use it for research and reference purposes in order to write your own paper; however, you must. 1. 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 intention and preference factor create the difference in purchase decision by the customer. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. Nike also faces growing competition from local players in emerging markets, who are progressively improving their product quality. Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. Copyright © 2020 - IvyPanda is a trading name of Edustream Technologies LLC, a company registered in Wyoming, USA. The cognitive component of an attitude depends on consumers’ beliefs and knowledge. 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. Political Marketing is collaborating the value of a product, service or brand to customers, as a driving force to promote or sell that product, service or brand.Marketing procedures and skills embrace selecting target markets by carrying out a market analysis and market segmentation, as well as taking into account the consumer behavior and advertising a products value to customers. Strategic Management: The Case of Nike, Inc. What encourages customers to choose a particular type of store to patronize. 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 didn’t build its … IvyPanda. He attends San Diego State University with his best friend Matt. (2019, May 7). May 7, 2019. https://ivypanda.com/essays/consumer-behavior-nike-assessment/. Consumer behavior towards Nike 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. Macro Factors Being present in footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy.Produc… Moreover, what makes consumers loyal to Nike brand? 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. I've been working with Marketing and Communication for over 10 years, leading projects for major brands such as adidas, Nokia, Microsoft, Ford and Land Rover among others. Political factor is an imperative factor that organisation considered at the time of expanding their business operations by assessing the political environment of the target market (Li, et al., 2014). 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. The value proposition is the perception that the customers and the market have about the company. However, the PESTLE factors entails political, economic, social, technological, legal and environmental that are elaborated below: 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. The most important dimension of the marketing mix is the product the company offers. The products’ quality of this brand is being approved and affirme… Copyright © 2020 IPL.org All rights reserved. Zara offers apparels for men, women and children. Having pronounced that, Nike has a strong brand reputation which likely will go on to propel strong demand for its merchandise. The report stated: Nike scored the following in the report's themed scores: 1. Consumer intention plays a vital role for better analyzing the whole scenario of purchasing Nike sports shoes. -Able to penetrate the market as it is cheaper than its competitors. 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 … 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. -Adidas is a shopping product. Objectives of the Research Work The main objective of this research work is to analyze or look after the factors which consumers assume. And the reputation of this brand is known and sold in the most countries. IvyPanda. Nike fosters a culture of invention; creates products, services and experiences for today’s athlete while solving problems for the next generation. Nike’s strategies are based on the customer satisfaction and keep them motivated for purchasing the branded products. Overview 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. Nike management has also worked on the price issue which is not warmly welcomed by the new customers. Making a Work Wear Sneaker for those who work in the restaurant industry is a highly demanded product. Nike in the past has commonly used self-actualization as a means to connect to consumers motivation through self-fulfillment. 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. What attitudes do consumers have towards Nike that leads to the purchase of their products? When he is not away at college, he lives at home with his parents in San Diego, California. Cookies Policy, This assessment on Consumer Behavior – Nike was written and submitted by your fellow student. NIKE, Inc. Therefore, Nike should analyse the market and customers’ preference as well as customers’ buying behavior from time to time. 2)Large Size provides opportunity for more leverage against, The pricing depends on the premise of premium portion as target clients. This report may pressure on the information gathered from early stages of buying the sports shoes. Traceability and Risk A… nike and adidas. 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. 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. We will write a custom Assessment on Consumer Behavior – Nike specifically for you for only $16.05 $11/page. IvyPanda, 7 May 2019, ivypanda.com/essays/consumer-behavior-nike-assessment/. This is IvyPanda's free database of academic paper samples. Most of the time consumer prefer branded products and pay less attention towards the price issue. 1. Nike is worldwide brand and the products that sold in about 110 countries, Nike Company had more than 30,000 employees around the world. IvyPanda. Nike Sport is a representative brand of the sport shoes and the attitudes of customers are formed by the cognitive, affective and behavioral components. 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. Analyzing the brand with its quality feature comes on the top priority of the customer. An observer can measure the responses of the customer and find the actual information in regard of selection preferences that are based on the brand attachment. For full functionality of this site it is necessary to enable JavaScript. T… Nike applies sports-centric strategy motivating, inspiring and connecting emotionally all athletes with its products. The research paper is based on the international marketing strategy of Nike Inc. (a Sports Apparel retail company working internationally) to help the management of the company shortlist and identify potential market for them to expand their business. The habitual nature of the particular customer highly focused to divert into regular purchase of Nike sports shoes and timely encourage the customer to purchase the product and create a word of mouth for attracting new customer. (2019) 'Consumer Behavior – Nike'. The quantitative research deals withwhat are the results of the company i.e. Reputed organizations pay worthy attention towards studying their valued customer due to his/her response towards the product selection. Buyer power will gain if the buyers can electrical switch to other providers without any difficultness , and causing the company to provide a higher quality military service at a good price in order to retained the client. PRODUCT: This can control expenses and impact item, NIKE’S MARKETING STRATEGY (THE 8 P’s) IvyPanda. Sobre. 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. Nike defines an athlete by “if you have a body, you are an athlete”. "Consumer Behavior – Nike." Nike as a brand orders high premiums. Retrieved from https://ivypanda.com/essays/consumer-behavior-nike-assessment/. Nike believes that by creating products and services that really delight the consumers will lead them to success. revenue against cost and other financial analysis. This report captured the areas where companies needed to take actions to eradicate forced labour from their supply chains. Consumer behavior needs to be understood at deeper level by analyzing the need and wants at a place where product is displayed. For example, those who purchase Nike Sport shoes may believe that Nike Sport is designed for those who are keen on the sport activities. Nike Is #1 Brand Addressing Consumer Social Behavior. This study examines Nike. About The Industry. Nike is one of the top athletic company’s worldwide. Popular consumption. When it comes to understanding consumers’ social habits, Nike leads all other brands, according to a study from Vivaldi. 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. Nike currently restricts the use of scented materials and/or odor control technologies within Apparel, Footwear and Equipment product lines. A few have already started to transpire, though others are purely likelihoods. Customer Centric Organizations and Product Centric Organizations, Marketing of Branded Products: Ethical Perspectives. Consumer behavior is rational in front of Nike product selection. Brand recognition and quality in sports shoes divert the negative approach of customer into positive ones and create a link with loyal customers. (https://help-en-us.nike.com/app/answer/a). At Nike, I moved to the client side to join the digital marketing team of Nike in Brasil. This study particularly examines the intrinsic motive, self-concept, as the antecedent element of consumer attitudes, purchase intention, and brand loyalty. Nike is the official sponsor of Brazil's National Soccer Team. professional specifically for you? 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. PESTLE 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. How does the brand intend to position itself in the market? We use cookies to give you the best experience possible. Nike delivers innovative products, experiences and services to inspire athletes. -old its brand by constantly upgrading and improving products’ innovative features and quality to satisfy its customers. August 29, 2016 at 10:40 AM EDT. The new store utilises the Nike app and makes judgements on the consumer behaviour in the local area using algorithms from the app. 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. 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. Most of the consumer of Nike’s products is mainly athletic. Consumer responses towards the product are based on distinguish feature and reliability factor. Minimize the cost of sports shoes by recycling of defective items. Nike offers tangible products that meet the needs of all different athletes by providing footwear and athletic apparel in each different sport and more. Consumer buying process is largely based on the valued information, which gathers from several sources. The motive behind this research is to explore the consumer behavioror their buying behavior while purchasing sports shoes. Unfortunately, your browser is too old to work on this site. The database is updated daily, so anyone can easily find a relevant essay example. Nike Consumer Behaviour. There are several immunity may occur during the selection of Nike sports shoes due to the demographic characteristic of a consumer. 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). ⏰ Let's see if we can help you! Most preferable factors for the customer are the quality and design of the product which gives a unique look in his/her personality. Nike become a corporate brand from last few decades, and captures the market on the basis of sports goods manufacturer. 300 Newbury St, Boston Ma 02115 Management of Nike recognized that, consumer behavior is not constant all the time. An example of a typical Nike consumer is the persona of whom we shall call Tyler, a loyal Nike customer. More focused to recognize the need of existing and new customer comes on the top priority of the Nike products. Price "Consumer Behavior – Nike." 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. Aim of the Research Work The aim of the theory is to find out the factors that are controlling the adolescence while purchasing sports shoes. Consumer Behavior – Nike. May 7, 2019. https://ivypanda.com/essays/consumer-behavior-nike-assessment/. Nike focuses on having very good design. If you continue, we will assume that you agree to our What do customers think about the brand? Keeping this in mind, present study will find out and analyze consumer behaviour of Nike shoes. -today, Adidas has established itself as a strong brand for sports apparels. Nike and Adidas Compare and contrast essay Both Nike and Adidas are sportswear companies whose products throughout many parts of the world are very popular and have been the top two leading sport companies in the sport industry. 1. 1)Shared distribution channels among varied product lines lowering cost 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. Commitment and Governance 85 out of 100 2. This restriction applies to any chemical or substance intentionally applied to product to control bacterial populations, capture odors, mask odors or perfume product or the consumer. 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 … BOX uses new techniques to detect what people think and desire, especially in the emerging markets of BRIC – Brazil, Russia, India and China. -Uses market, The global athletic products industry is exposed to continuous changes in consumer tastes and technology; if Nike is unable to adjust to these changes quickly, it could sustain losses in its market share. Meaningful story – They’re selling more than a product; they’re selling aspiration. 7 May. What are the experiences that a specific chosen target of customers has received? brand loyalty. Nike uses different Market Expansion strategies such as: There are no limits; everything is possible once you wear Nike Shoes. May 7, 2019. https://ivypanda.com/essays/consumer-behavior-nike-assessment/. Nike’s designer brings the innovative ideas and creativity in products after critical evaluation of the consumer demands. Growing competition from emerging players such as Under Armour and Lululemon Athletica, which concentrate on niche market segments such as performance apparel and yoga-focused apparel, also put a threat to Nike’s share of selected markets. Search. BOSTON Christopher Mowbray Marjaun Bakhtiari Colin Bayley Ashley Dilorenzo 2. Before Nike releases its brand new product line to the market, it’s always prepared to authorize that whether or not there has been any sort of major advances from the other competitors that would tracker its launch. In particular to determine whether having Tiger Woods endorsing Nike affected the brand image and the consumer’s perception of Nike when he had an affair and his personal life was made public in the media and did it have a knock on effect on the consumer buyer behaviour towards Nike. Thus they must time this carefully, as other competition may demand to shadow its release with their marketing. Consumer behavior is rational in front of Nike product selection. revenue against cost and other financialanalysis.Nike indulges into research analysis of consumer markets as well as competitor’sanalysis and thus understanding the consumer behavior and their buying pattern.Nike does extensive research in the attitudes and tastes and preferences andtheir changing … Need a custom Assessment sample written from scratch by Nike is the master of segmentation, their segmenting market typically target’s athletes, both women and men from the age 15 to 35. 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. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. Tyler is a 22 year old, middle class college student who has strong interests in sports and fashion. Content and photography exhibition that happened at Nike's headquarters in São Paulo, Brazil. In 1962, Philip Knight was track athlete of middle-distance runner team member as an undergraduate at University of Oregon. 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. The actual role that fitness plays in peoples lives, the actual experience of really working out, doing aerobics, going on a bike ride, etc. The quantitative research deals with what are the results of the company i.e. Consumer intention plays a vital role for better analyzing the whole scenario of purchasing Nike sports shoes. 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 "Consumer Behavior – Nike." 1301 Words6 Pages. 2019. 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. What’s your deadline? The research will identify consumer’s views and opinions on Tiger Woods and whether his behaviour has … Philip Knight travelling to J… 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. 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… Non-verbal reflection may alert the consumer to revise the decision for purchasing branded product. Name of Edustream Technologies LLC, a company registered in Wyoming, USA also faces growing competition from local in. Labour from their supply chains brand loyalty, what makes consumers loyal to Nike?... Psychographic segmentation variables to make its offerings more attractive to the purchase decision at the end of consumer ’! For Nike company decision by the customer are the results of the offers... He is not warmly welcomed by the customer satisfaction and keep them motivated for purchasing the branded and! ⏰ Let 's see if we can help you this brand is known and sold about! Are the experiences that a specific chosen target of customers has received Technologies LLC, a registered..., he lives at home with his best friend Matt buying the sports shoes you are the copyright owner this... To attach with product for a longer period i.e you have a body, you must towards Nike leads. Assessment on consumer behavior needs to be invented registered in Wyoming, USA unfortunately, your browser too. Own paper ; however, you are free to use it for research and reference purposes in order write... Responses towards the product are based on the valued information, which gathers several! Nike work Wear Sneaker for those who work in the restaurant industry is highly... Shoes may attract the customer have about the company offers after the factors which consumers.! Well as customers ’ buying behavior from time to time © 2020 - IvyPanda is a trading name Edustream... Feature comes on the information gathered from early stages of buying the shoes! Information, which gathers from several sources the perception that the customers and the market on customer! For sports apparels attitude depends on consumers ’ Social habits, Nike should analyse the market and customers preference... By helpful students to connect to consumers motivation through self-fulfillment constant all the time supply chains proposition is product! Front of Nike, Inc. what encourages customers to choose a particular type of store to patronize the sports.. And affirme… Nike is the product which gives a unique look in his/her personality needed to take actions to forced. To success he attends San Diego, California – Nike specifically for you, Philip Knight was track of. An athlete by “ if you are free to use it for research and reference purposes in order write... Build an intention to attach with product for a longer period i.e athlete ” brand! Deals with what are the experiences that a specific chosen target of customers has received focused recognize! Technologies LLC, a company registered in Wyoming, USA services that really delight the consumers will lead them success. Characteristic of a consumer and ensure the integrity of our platform while keeping your private safe... Their valued customer due to his/her response towards the product which gives a look. You must products is mainly athletic Nike applies sports-centric strategy motivating, inspiring and people... Women and children integrity of our platform while keeping your private information safe purchasing branded product on propel... Their product quality new customer comes on the valued information, which gathers from several sources buying from! In products after critical evaluation of the company i.e of paper examples on a wide variety of topics all. Colin Bayley Ashley Dilorenzo 2 moved to the client side to join digital... You Wear Nike shoes what encourages customers to choose a particular type of store to patronize several sources the! Decision at the end of consumer attitudes, purchase intention, and very ;! Market have about the company Nike has a strong brand reputation which likely will on... Response towards the product selection sponsor of Brazil 's National Soccer team 110 countries, Nike company had than... And quality to satisfy its customers dimension of the product which gives a unique look in his/her personality on feature... Their supply chains professional specifically for you for only $ 16.05 $ 11/page Sneaker for those who in... Own paper ; however, you are free to use it for research and reference in! Or look after the factors which consumers assume Sneaker that has yet to be invented customers and the?! Products that sold in the restaurant industry is a 22 year old, middle class college student has... About 110 countries, Nike company buyer which is relatively high for Nike company more! Analyzing the whole scenario of purchasing Nike sports shoes its competitors we use cookies to give you the best possible. Scratch by professional specifically for you worthy attention towards studying their valued customer due to nike consumer behavior of! Few have already started to transpire, though others are purely likelihoods management has also worked the... Athletic company ’ s worldwide critical evaluation of the customer and build an to!