Nike Consumer Behaviours
The company was founded in January 1964 and was named Blue Ribbon Sports initially. Nike was initially popularised by the slogan ‘Just Do It’ and by the popularity of Michael Jordan who by then was an iconic athlete through his endorsements. In France, Nike has partnered with football federations and clubs to provide them with sportswear and sports accessories. In addition to this, they have sponsored several athletic activities which have made them the leading sports brand in France. I have chosen to focus on this company because they have a large pool of consumers and this research can be adequately researched based on them. The author has conducted his research in relation to the French consumer culture and some of the definitions and theories used have been lifted from journals, articles and books referenced at the end of the paper.
Consumer profiles Nike has both online and offline consumers. France has been one of the greatest markets for sports wear and accessories. This is because the country is generally very active in the sports segment. Nike targets athletes, gym regulars, sports enthusiasts, brand followers, image seekers, urban and semi urban population and the middle upper class income bracket people. • Available products and services: one can find a bigger variety of products online. Some products may be missing in an offline store therefore shopping online may ease the stress and make it a one stop shop for shopping for all Nike products. • Cost and time efficiency: online products usually have a discount to encourage the behaviour. It is also a faster way of shopping as one can identify an item they need and purchase from wherever they are.
This reduces time wastage, and increases saving by the consumers. Online shopping does not offer that and it makes them want to buy things by physically going to the store. • Alluring environment: Nike has made their stores as beautiful as they can by having good displays for their products as well as strategic locations that are easy to locate all over France. Online and offline shoppers both have the same consumer profiles as they both strive to meet their personal needs. Nike consumers try to meet their; 1. Psychological needs: Consumers usually consider their most basic needs when buying their Nike apparel. Nike has specifically addressed this issue by creating safe products that undergo rigorous testing to meet their safety standards. Love/belonging needs Consumers usually consider their love and belonging needs when choosing a good.
Nike is a popular brand that would enhance their popularity and acceptance by their friends and family. For the young people especially, friendship is the biggest belonging point. Nike has particularly set it off as being associated with a healthy financial status and dominance. One feels as if something is lacking to achieve this. Nike has used this to popularise their products as they have addressed that need in their advertising. Athletes feel that by wearing Nike products, they can achieve the highest status in their field through excellence. Nike has addressed this by providing aesthetics in their products designed to keep their users winning and doing their best. Decision making process Nike customers usually go through a series of processes before they buy a product.
Evaluation of alternatives: the consumer then analyses different alternatives of the product that can meet those needs identified in the beginning. Evaluation is done by how much consumers feel involved in the product. This is further categorised into high involvement and low involvement purchases. Low involvement usually classifies goods that have a simple and small evaluation process. Like buying sugar in a supermarket. Psychological factors: • Attitude The attitude of a product usually composes of; • Affective component where consumer emotions are stirred. For example if one does not wear Nike products then they are not well on their way to being fit and cool. • Behaviour component where consumers behave a certain way due to the intention they wish to use the product on.
• Cognitive component where the consumer believes that Nike products are the best in the market. This means that even though the prices are high, they are willing to purchase because of quality. Nike has developed this through constant adverts as the superior brand in sporting goods. A consumer responds positively to this message and goes out and purchases a Nike product. • Attitudes and beliefs: consumers usually have certain attitudes and beliefs before settling on buying a particular product. Nike has understood the attitudes and beliefs of their consumers and adapted their marketing strategies to suit these beliefs. For example ‘there is an athlete in everyone’. Cultural factors: Cultural factors such as Religion or status in the society influence in a large way consumer decision making.
For example a Muslim lady is not permitted to wear a certain way. Nike has developed a way to cope with such eventualities in the long run. Products such as the Hijab sports suit and all have helped Nike stay at the forefront of products chosen by consumers. Nike Brand The Nike brand has really worked on getting the upper hand on consumer perception. Branding strategies for Nike Nike has very interesting branding strategies that have helped it propel forward in the sports and fashion industry. They are one of the most loved brands in the world today. One of the strategies they incorporated was changing the name to a stronger name. One that people could associate with victory and valour.
So Knit changed the name from Blue Ribbon to Nike which meant the Goddess of Victory. Quality and products that help athletes perform better and Nike values the importance of providing quality products. They do not just focus on the aesthetics of their products but they also want athletes using their products to perform better. As a result, in 2016 in the Olympics, it was noted that those who wore Nike products and shoes outperformed the rest. In conclusion, we can see how Nike has such a huge positive consumer response in France. Not only have they managed to meet the physiological, safety, love and belonging needs esteem and self-actualisation needs of their consumers, but they have also made it as one of the top brands of the world.
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