MARKETING

Consumer Behaviour Aspect of Nike Shoes Brand

Consumer Behaviour Aspect of Nike Shoes Brand

Introduction

Assessment of Consumer behaviour helps the company for understanding the decision of people for making purchase, in order to analyze the consumer behaviour of Nike we need to understand that what factor influences the consumer behaviour, and why do they buy any product. Consumer behaviour concept suggests that people purchases any kind of product because it is their need or requirement, Need for any product is developed when there is a particular discrepancy between preferred or desired state of being an actual state. Such as when a person is in a state of hunger, food is necessary for fulfilling their needs, similarly other social factor such as clothing is also an important factor which influences the person decision for purchasing any clothing product, It is very necessary for a marketer to understand the requirement of consumers, there is a possibility that all consumers might have same need, but to satisfy those needs are very different. For example Chinese people will select rice to fulfil their hunger, whereas British people will select bread for satisfying their needs. (HAYS, S. 1999 pp. 55-74) A particular way is required for satisfying the need of an individual, which are derived from learning experience, cultural environment and unique history. Many a time consumers have similar behaviour, but motivation factor is different. Consumer utilizes the different efforts for attaining the different motivation goals. Moreover, consumer behaviour is also influenced by the value and quality of product.

Segmentation

Nike segments its products primarily on gender and geographic basis. Firstly, it manufactures sports goods for three different groups: men, women and children. Secondly, it targets the countries based on their geographical demands. Besides the above two, significant market segmentation is sportspersons. This is so because of the utility that comes with the products. Nike targets these people through an agreement between athletic teams and Nike and product sponsorship. These sportspersons are also playing the part of brand ambassador in Nike's marketing campaigns. Suggestions in this area are:

Nike can utilize the occasional segmentation strategy. The occasion here refers to the sports events across countries. Limited editions of trainers can be made available during the sports events. This way, customers would be able to relate themselves more closely to Nike, and at the same time, Nike could enjoy additional profits. (KATZ, D. R. 1994 Pp. 12-71)

 

Targeting

The targeting strategy includes general consumers, professional and celebrity athletes and college athletic teams. This strategy is helpful in reaching a large number of athletes. If the athletic team manager prefers a certain type of track shoes made by Nike, the trainees will certainly buy them. Nike also targets the consumers who are prone towards developing product intimacy. These are the people who care about the utility and quality of the product than the price. This way, price changes doesn't directly effect in targeting these consumers. Nike uses various strategies for targeting their immediate consumers, including sportsmen and athletes, moreover targeting strategies include the sponsorship ...