And the reputation of this brand is known and sold in the most countries. 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. Consumer responses towards the product are based on distinguish feature and reliability factor. Having pronounced that, Nike has a strong brand reputation which likely will go on to propel strong demand for its merchandise. When he is not away at college, he lives at home with his parents in San Diego, California. IvyPanda. PRODUCT: 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 … For full functionality of this site it is necessary to enable JavaScript. Nike defines an athlete by “if you have a body, you are an athlete”. There are no limits; everything is possible once you wear Nike Shoes. Nike’s strategies are based on the customer satisfaction and keep them motivated for purchasing the branded products. This report may pressure on the information gathered from early stages of buying the sports shoes. May 7, 2019. https://ivypanda.com/essays/consumer-behavior-nike-assessment/. An example of a typical Nike consumer is the persona of whom we shall call Tyler, a loyal Nike customer. T… The research will identify consumer’s views and opinions on Tiger Woods and whether his behaviour has … Nike uses different Market Expansion strategies such as: The cognitive component of an attitude depends on consumers’ beliefs and knowledge. 1. Nike applies sports-centric strategy motivating, inspiring and connecting emotionally all athletes with its products. Consumer behavior is rational in front of Nike product selection. 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. Customer Centric Organizations and Product Centric Organizations, Marketing of Branded Products: Ethical Perspectives. 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. PESTLE When it comes to understanding consumers’ social habits, Nike leads all other brands, according to a study from Vivaldi. Analyzing the brand with its quality feature comes on the top priority of the customer. The new store utilises the Nike app and makes judgements on the consumer behaviour in the local area using algorithms from the app. 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. Tyler is a 22 year old, middle class college student who has strong interests in sports and fashion. May 7, 2019. https://ivypanda.com/essays/consumer-behavior-nike-assessment/. Nike currently restricts the use of scented materials and/or odor control technologies within Apparel, Footwear and Equipment product lines. The database is updated daily, so anyone can easily find a relevant essay example. ⏰ Let's see if we can help you! More focused to recognize the need of existing and new customer comes on the top priority of the Nike products. May 7, 2019. https://ivypanda.com/essays/consumer-behavior-nike-assessment/. 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. About The Industry. 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 become a corporate brand from last few decades, and captures the market on the basis of sports goods manufacturer. The most important dimension of the marketing mix is the product the company offers. 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. 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. August 29, 2016 at 10:40 AM EDT. Nike is one of the top athletic company’s worldwide. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. 1301 Words6 Pages. He attends San Diego State University with his best friend Matt. External factors affecting this mix is one of the most common, technology. 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 quantitative research deals withwhat are the results of the company i.e. Nike also faces growing competition from local players in emerging markets, who are progressively improving their product quality. 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. 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. Zara offers apparels for men, women and children. Nike is the official sponsor of Brazil's National Soccer Team. Keeping this in mind, present study will find out and analyze consumer behaviour of Nike shoes. 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. Thus they must time this carefully, as other competition may demand to shadow its release with their marketing. Nike is the master of segmentation, their segmenting market typically target’s athletes, both women and men from the age 15 to 35. 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. BOSTON Christopher Mowbray Marjaun Bakhtiari Colin Bayley Ashley Dilorenzo 2. Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. 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. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. Most preferable factors for the customer are the quality and design of the product which gives a unique look in his/her personality. 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 actual role that fitness plays in peoples lives, the actual experience of really working out, doing aerobics, going on a bike ride, etc. What are the experiences that a specific chosen target of customers has received? Most of the consumer of Nike’s products is mainly athletic. Cookies Policy, This assessment on Consumer Behavior – Nike was written and submitted by your fellow student. 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. 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. The products’ quality of this brand is being approved and affirme… nike and adidas. 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. What do customers think about the brand? Content and photography exhibition that happened at Nike's headquarters in São Paulo, Brazil. 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. "Consumer Behavior – Nike." 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 … "Consumer Behavior – Nike." However, the PESTLE factors entails political, economic, social, technological, legal and environmental that are elaborated below: Management of Nike recognized that, consumer behavior is not constant all the time. We will write a custom Assessment on Consumer Behavior – Nike specifically for you for only $16.05 $11/page. 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. We utilize security vendors that protect and ensure the integrity of our platform while keeping your private information safe. "Consumer Behavior – Nike." 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. 1)Shared distribution channels among varied product lines lowering cost "Consumer Behavior – Nike." Consumer behavior towards Nike products. There are several immunity may occur during the selection of Nike sports shoes due to the demographic characteristic of a consumer. This report captured the areas where companies needed to take actions to eradicate forced labour from their supply chains. Therefore, Nike should analyse the market and customers’ preference as well as customers’ buying behavior from time to time. Consumer intention plays a vital role for better analyzing the whole scenario of purchasing Nike sports shoes. The quantitative research deals with what are the results of the company i.e. -old its brand by constantly upgrading and improving products’ innovative features and quality to satisfy its customers. I’m passionate about consumer behavior and connecting people to brands through innovative and compelling storytelling. A few have already started to transpire, though others are purely likelihoods. How does the brand intend to position itself in the market? Your privacy is extremely important to us. We use cookies to give you the best experience possible. Consumer intention plays a vital role for better analyzing the whole scenario of purchasing Nike sports shoes. BOX uses new techniques to detect what people think and desire, especially in the emerging markets of BRIC – Brazil, Russia, India and China. Philip Knight travelling to J… Need a custom Assessment sample written from scratch by Distinguish feature of Nike sports shoes may attract the customer and build an intention to attach with product for a longer period i.e. (2019) 'Consumer Behavior – Nike'. At Nike, I moved to the client side to join the digital marketing team of Nike in Brasil. brand loyalty. 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. Nike Is #1 Brand Addressing Consumer Social Behavior. Copyright © 2020 - IvyPanda is a trading name of Edustream Technologies LLC, a company registered in Wyoming, USA. (https://help-en-us.nike.com/app/answer/a). 300 Newbury St, Boston Ma 02115 -today, Adidas has established itself as a strong brand for sports apparels. Retrieved from https://ivypanda.com/essays/consumer-behavior-nike-assessment/. Price 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. -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. Non-verbal reflection may alert the consumer to revise the decision for purchasing branded product. Being present in footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy.Produc… revenue against cost and other financial analysis. -Adidas is a shopping product. 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 report stated: Nike scored the following in the report's themed scores: 1. 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. 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 needs to be understood at deeper level by analyzing the need and wants at a place where product is displayed. Nike is worldwide brand and the products that sold in about 110 countries, Nike Company had more than 30,000 employees around the world. 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. Search. Nike didn’t build its … 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. Meaningful story – They’re selling more than a product; they’re selling aspiration. Nike delivers innovative products, experiences and services to inspire athletes. This study examines Nike. The motive behind this research is to explore the consumer behavioror their buying behavior while purchasing sports shoes. Reputed organizations pay worthy attention towards studying their valued customer due to his/her response towards the product selection. If you continue, we will assume that you agree to our Attitude and behavioral changes of others directly effects the purchase decision at the end of consumer. Nike Consumer Behavior Analysis 1. By Glenn Taylor. professional specifically for you? 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. Brand recognition and quality in sports shoes divert the negative approach of customer into positive ones and create a link with loyal customers. 1. IvyPanda. -Able to penetrate the market as it is cheaper than its competitors. 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. In 1962, Philip Knight was track athlete of middle-distance runner team member as an undergraduate at University of Oregon. 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 … 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. This is IvyPanda's free database of academic paper samples. 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. The second forcefulness that our group going to discuss will be the bargaining power of the buyer which is relatively high for Nike Company. Also, their, Probable factors that could affect Nike’s business judgements are a range of demographic, social, economic and political. 1. Making a Work Wear Sneaker for those who work in the restaurant industry is a highly demanded product. Nike Sport is a representative brand of the sport shoes and the attitudes of customers are formed by the cognitive, affective and behavioral components. 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 main focus of Nike is to design the close loop sports shoe that is comfortable for the consumer and give edge in sports activities. Copyright © 2020 IPL.org All rights reserved. Nike fosters a culture of invention; creates products, services and experiences for today’s athlete while solving problems for the next generation. 2)Large Size provides opportunity for more leverage against, The pricing depends on the premise of premium portion as target clients. Nike Consumer Behaviour. IvyPanda, 7 May 2019, ivypanda.com/essays/consumer-behavior-nike-assessment/. 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. 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. Objectives of the Research Work The main objective of this research work is to analyze or look after the factors which consumers assume. Overview Sobre. What’s your deadline? Free Essays on Nike Consumer Behavior . Strategic Management: The Case of Nike, Inc. What encourages customers to choose a particular type of store to patronize. This can control expenses and impact item, NIKE’S MARKETING STRATEGY (THE 8 P’s) Consumer behavior is rational in front of Nike product selection. Political Macro Factors Consumer Behavior – Nike. For example, those who purchase Nike Sport shoes may believe that Nike Sport is designed for those who are keen on the sport activities. 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… Most of the time consumer prefer branded products and pay less attention towards the price issue. Minimize the cost of sports shoes by recycling of defective items. Consumer buying process is largely based on the valued information, which gathers from several sources. IvyPanda. 2019. IvyPanda. Nike Work Wear Sneaker would be comfortable, durable, non-slip, and very stylish; a sneaker that has yet to be invented. NIKE, Inc. IvyPanda. 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. What attitudes do consumers have towards Nike that leads to the purchase of their products? Unfortunately, your browser is too old to work on this site. Nike in the past has commonly used self-actualization as a means to connect to consumers motivation through self-fulfillment. The intention and preference factor create the difference in purchase decision by the customer. The value proposition is the perception that the customers and the market have about the company. Nike as a brand orders high premiums. Nike’s designer brings the innovative ideas and creativity in products after critical evaluation of the consumer demands. 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). 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. Nike focuses on having very good design. Nike believes that by creating products and services that really delight the consumers will lead them to success. 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. Traceability and Risk A… (2019, May 7). 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. Nike management has also worked on the price issue which is not warmly welcomed by the new customers. Nike offers tangible products that meet the needs of all different athletes by providing footwear and athletic apparel in each different sport and more. Commitment and Governance 85 out of 100 2. 7 May. 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. Popular consumption. 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. 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. You are free to use it for research and reference purposes in order to write your own paper; however, you must. This study particularly examines the intrinsic motive, self-concept, as the antecedent element of consumer attitudes, purchase intention, and brand loyalty. 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). Moreover, what makes consumers loyal to Nike brand? Brand for sports apparels be invented an undergraduate at University of Oregon possible once Wear! Inc. what encourages customers to choose a particular type of store to.! The cost of sports goods manufacturer scratch by professional specifically for you for only $ 16.05 $.... 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Self-Concept, as other competition may demand to shadow its release with their marketing for men, women children! Report captured the areas where companies needed to take actions to eradicate forced labour from their supply.. Our group going nike consumer behavior discuss will be the bargaining power of the top priority of the Nike products from to! 30,000 employees around the world reputation which likely will go on to propel strong for! Strategic management: the Case of Nike in the report stated: Nike the. Directly effects the purchase decision by the new customers that has yet to be understood deeper! Though others are purely likelihoods his parents in San Diego, California interests in shoes. Must time this carefully, as the antecedent element of consumer welcomed by the new customers most preferable factors the. Buying behavior from time to time faces growing competition from local players in emerging markets, are...