Consumer Behaviour Theories Used by Nike - Essay Example

E/portfolio on consumer behaviour theories Contents Contents 2 Introduction 3 Main Section 3 A 4 B 6 Conclusion 7 References 8 Introduction Communication mode is significantly important for Nike as far as the consumer behaviour is concerned. Over the years communication modes like TV advertisements and the billboards have attracted customers towards the organization. With the help TV advertisements Nike tries to create a unique image on the minds of the customers. TV advertisements help the organization to create a long term permanent image in the minds of the customers. Billboards of the organization are generally provided on the happening places of the cities. This communication mode attracts lots of potential customers within very short period of time. Modern business has become more customers oriented so, understanding customer’s psychology is utterly important. With the help of these two communication modes the organization tries to showcase various discounts, colours of the products, quality and etc. Main Section Nike TV advertisement Nike Billboards A In the case of the TV advertisement, the organization provides visual inputs to the customers. It helps the organization to attract 80% perception about the customers. This perception helps the customers to come up with a purchasing decision. The particular TV advertisement of Nike assists customers to experience the existence of the products visually. It can be seen that Christiano Rolando, a well known celebrity and footballer has endorsed the brand. By choosing the footballer Nike is trying to attract the young customers who follow Christiano Rolando or they are his fans. The advertisement is trying to communicate that well known celebrities love the brand and so it would be wise for the general customers to have a taste of it. Customers of the organization often try to go for various options related with the colours. This TV advertisement provides that option to the customers. It has significant impacts on the customer’s psychology. The Billboard also has comprehensive visual effects on the customers. It provides utterly soothing experience for the target groups. Customers take it as the treat for their eyes and glitters of this Nike billboard attract customer’s psychology immensely. In case of Billboard Nike has chosen players from different sports along with a message encrypted on it. Choosing a wide range of players may extend the target group of customers who are lovers of different ball game. On the other hand the message will motivate the customers as well. They can think themselves on the place of the players and achieve the taste of success as the players. This TV advertisement of Nike provides audio input which motivates the psychology of customers. It goes deep down to the minds and hearts of the customers and attracts them towards the products. Voices of the celebrities used for the TV advertisement of Nike influence minds of the young people. Once the young people are attracted towards the product it helps the organization to influence the minds of the customers. Positively influenced customers are the assets of Nike. It helps the company to achieve desired objectives. But these TV advertisement and billboard do not influence the customers with the help of touch (Funk, 2008). Both these two communication modes are dependent on the audio and visual effects and these two have very little scope of touch effect to influence the customer psychology. Taste is also an influencing factor to adjust consumer psychology, but Nike does not have this facility with the help of these two chosen communication materials. With the help of these two TV advertisements and billboards Nike cannot influence the consumer psychology by smell. As far as attention is concerned Nike uses these two communication modes significantly and these two communication modes are absolutely perfect for attracting customer’s attention. The Billboard of the company acts as the internal and external stimuli for customers. It is being observed that customers are generally attracted by size, position, repetition, novelty, humour and personal relevance & preferences. With the help of this large size and well positioned billboard the organization attracts customer’s attention. Nike uses this large sized billboard in more than one places of a city, it provides repetitive stimulus in the customer’s psychology (Noel, 2009). It has dual effects in the minds of the customers. Personal preferences and personal relevancy of the customers are achieved with the presence of celebrities in the TV advertisement. Target groups try to relate them with the TV advertisement and it has significant effects on the purchasing decisions of the customers. B Here in this case the organization has employed behavioural approach for both the communication materials. Actually the organization has core belief that dissatisfaction is the starting point of all behaviours. With the help of these two communication modes the organization tries to exploit customers by addressing customer’s driving points i.e. which influences the buying behaviours of the customers (Wells and Foxall, 2012). The particular TV advertisement and billboard of the company provide the required stimuli to the customers to adjust their desired state. Once the desired states of the customers are managed, then these advertisement and billboard motivate customers by providing array of products. This motivation is significantly important for the company and guide customers towards the desired objective. But certainly these two communication materials motivate in different ways. The chosen TV advertisement provides more real time experience to the customers and the billboard provides more glittering motivation (Kumar, 2009). With the help of this Billboard the organization tries to differentiate its products from the other products. It provides more of a hedonic sense to the target groups. It is an important communication mode for the company to showcase pleasure out of their products. On the other hand the selected TV advertisement is more of Utilitarian. As far as the Maslows Hierarchy is concerned, only a small group of people can reach up to the level of self actualization (Rakowski, 2011). In this billboard the organization has tried hard and succeeded to motivate the people to go upward of the Maslows hierarchy (Parsons, 2009). The selected Billboard of the organization is so attractive that, after seeing once, customers try to poses at least one Nike product. According to Hertzberg’s motivational & hygiene factors, motivation and hygiene are two important deciding factors for the consumer’s behaviour (Kardes, Cronley, and Cline, 2010). The organization has identified these behavioural factors with the help of this TV advertisement. This TV advertisement of Nike has created a proper mood and has motivated customers to buy their products. Conclusion These two communication modes may be focused upon the behavioural approach but their effectiveness is different from each other. The Billboard is applying more of a Freudian theory. With the help this communication material the organization is trying to create unconscious motivations and drives in the minds of the customers. This communication mode is significantly effective for the company as far as their desired objectives are concerned. On the other hand the TV advertisement of the company are much more trait oriented. It means the organizations are trying to focus upon the personal traits which separate one individual from others. There is enough scope of personal preferences in this consumer behaviour theory. That preference factor is taken care of by the usage of various celebrities. This communication mode is also significantly effective for the company. These two communication modes can be improved much more with the help of cognitive theory. References Kardes, F., Cronley, M. and Cline, T. 2010. Consumer Behavior. London: Cengage Learning. Kumar, R. S. 2009. Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context. New Delhi: Pearson Education India. Noel, H. 2009. Basics Marketing 01: Consumer Behaviour. New York: AVA Publishing. Funk, C. D. 2008. Consumer Behaviour in Sport and Events: Marketing Action. Berlin: Routledge. Parsons, E. 2009. Contemporary Issues in Marketing and Consumer Behaviour. Berlin: Routledge. Rakowski, N. 2011. Maslows Hierarchy of Needs Model - the Difference of the Chinese and the Western Pyramid on the Example of Purchasing Luxurious Products. New York: GRIN Verlag. Wells, V and Foxall, G. R. 2012. Handbook of Developments in Consumer Behaviour. London: Edward Elgar Publishing. Read More