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Nike Fuel Band - Essay Example

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Nike Fuel Band

Buyers of the product want to understand their habits more effectively, so that they can improve. Shame is one of the factors that propel buyers to make use of the device once they purchase it. If no activity is registered, the band will have a dull red dot with no other signal. Therefore, users will feel guilty about not doing enough to activate the sensors in the machine. On the other hand, one may also assume that these consumers are driven by attainment of short term goals. They want to feel good about themselves and the efforts that they have put into self improvement. It is for this reason that the band sends congratulatory messages to those persons who have attained their daily goals. Buyers of the product are also believers of scientific techniques. This device will collect data on the consumer’s fitness activities throughout the day through a combination of their movements and plyometrics. Essentially, one would not buy such a band if one did not believe in the power of science to find information about something and then build it to become a more informative insight. These are also people who are well-informed about fitness processes. Many of them know the intricacies of calorie counting as well as the implications of exercise intensity (Dent, 2012). ...
Usually, the rewards come in the form of a dancing alien. While the latter may seems like an insignificant and intangible item, it is the meaning of that reward that counts. These types of consumers also long for approval from other people. Perhaps another revolutionary thing about the product is its ability to link consumers with other users though social networks. It allows persons with similar goals to share their accomplishments and thus boost each other’s morale. Such buyers relish complements from their peers. They also care about what people think regarding them. Conversely, one may look at this behavior from a different angle. Persons who purchase the band in order to connect with friends may be perceived as friendly and sociable creatures. The device could simply be a new way of spending time with their counterparts and sharing with them. They may be looking for different points of contact with each other. Buyers of the product are tech-savvy, which explains why a person will need to use a range of other technology platforms to reap its full benefits. For instance, it depends on Bluetooth technology in order to use an application which will calculate the person’s activity rate. Additionally, consumers with ipads and ipods may also use the device in order to enjoy tracking via their applications (Nike, 2013). The product is sold for substantially more than other similar devices in the market. It goes for $150 yet a competing product is sold at $60. Regardless, of these differences, the bands were sold out during the launch. Clearly, these consumers do not focus much on price. They are more interested in the value that they can derive from the product. Purchasers have ...Show more

Summary

Consumer behavior and big idea concept for the Nike Fuel Band First section: Consumer behavior The people who wear the Nike Fuel Band are people who care about fitness. They also depend heavily on technology as their information source. Staying active is a challenging feat, especially when one does not have something to motivate them…
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