Compare the attitudes of Chinese students towards two different brands: NIKE and PEAK Research Objectives 1. Explore the direction of developments of the two brands It is evident that Peak has copied the business strategies of Nike in one way or another. Peak’s intention is to develop similar brand image and awareness as that of Nike in China…
Therefore the developmental strategies of Nike and Peak could be entirely different in China. Nike would probably give more emphasize to develop their own core competence whereas Peak might increase the market share through the copying of Nike’s marketing and brand building strategies. Since these two brands are extremely successful in China, it would be interesting to know their directions of developments with the help of contrasting marketing strategies. 2. Evaluate customer (college students in the age group of 18-25) attitude towards Nike and Peak Teenagers, especially the college students in China are more interested in branded products like Nike and Peak compared to old people or children. These people consider the ownership of branded products as a status symbol. From the interviews and questionnaire, data related to the purchasing behaviours of college students in the age group of 18-25 in China can be obtained. Since Nike and Peak are the best known products in China, it is easy to collect both primary and secondary data related to the college student’s attitude towards these two brands. 3. Explore the market segmentation of Nike and Peak Both primary and secondary data are important for collection of data in a research. In this research, primary data will be collected with the help of questionnaire distributed among Chinese college students. From these data, the attitudes of college students towards these brands can be recognized. Moreover, these data will provide meaningful information about the market segmentations of these brands in China. No two individuals are alike. This is true in the case of college students also. The tastes, attitudes and life philosophies of different college students could be different. As a result of that the purchasing behaviours of college students could be different. Another reason for differences in purchasing behaviour among college students is the differences in the awareness of brand, interests in brands and the perceptions of brand. Moreover, it is not necessary that all the college students have adequate financial abilities to purchase expensive products from Nike or Peak. Moreover, some students may have more attachment towards Peak since it is a local brand whereas others might have passion towards foreign brands such as Nike. All these factors can affect the market segmentation of these brands in one way or another in China. Literature Review Introduction According to Barris (2007), China is the fastest growing global market for sportswear products. It should be noted that China is the most heavily populated country in the world. Moreover, it is the most rapidly developing economies in the world at present. According to a yearly report from the National Bureau of Statistics of China (China Statistical Yearbook, 2007), there are more than 250 million people in China between the ages of 15 and 29. They were born after China instituted its one-child policy in the late 1970s and grew up in the context of China launching its economic reforms and opening up to the world outside (Chen, 2011). With 1.3 billion consumers, the encouragement of an optimistic economy, rising disposable income, and growing interests in sports among its consumers, China is seeing its sportswear market burgeoning (Asiamoney, 2006). Even though America topped in the medal tally of Olympics games until recent times, China is rapidly catching up. In the recently concluded 2012 London ...
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