Why Do Consumers Purchase Nike - Essay Example

Download file to see previous pages The various stages that guide such behaviour include:
• Problem Recognition – This is the initial stage in consumer behaviour. The prospective consumer recognizes his problem of upgrading himself from the present state to the desired state.
• Information Search – As the prospective customer decides on the problem, in the next step he initiates a search for the information that is required to meet the solution. It can be from an internal source or an external source.
• Evaluation of Alternatives – The next step is about evaluating the various alternatives that he has searched upon to meet his need.
• Purchase Decision – As he completes evaluating all the alternatives, he zeroes upon the most appropriate perceived option and decides to purchase it.
• Purchase – In this step, the prospective employer decides about the method of purchase, the availability of the product, time-lapse and the mode of payment among other factors.

• Post–Purchase Evaluation – Post-purchase initiatives include the crucial factor of cognitive dissonance. For this purpose, it is essential that the company chosen has various after-sales practices like that of warranties and post-sale service among others.
The group has successfully served all the categories that affect the consumer buying decision process as follows:
• Personal – The various factors included in the purview of the personal factors are age, gender, race and etc. Nike has successfully catered to all these points. It has its products for both genders and almost for all the age groups that are associated with various sporting events.

• Psychological – The psychological factor of consumer behaviour has many sub-factors included in it like motives, perception, knowledge and ability, personality and attitudes. It can be referred without much doubt that Nike has really met and exceeded all the psychological factors. With extensive research and development in its various products, it has gained the required knowledge and ability and aligned itself with the motivation of the athletes of performing better. Today, Nike has been a name in lifestyle and so has the required positive perception from the customers throughout the world.

• Social – The consumers and the prospective customers are often influenced by various external factors which can be clubbed together under the social factors. It includes the opinion leaders, influences and roles played by families, culture and sub-culture, social class and the reference groups. In the modern world of tremendous competition, the onus lies on the corporate to utilize these social factors in the best way it can in its favour. And Nike has really done it commendably. The fact that the company is operating in more than 160 nations ratifies it could align itself successfully with the cultures and sub-cultures. The group also has various sets of opinion leaders that support and guide the new athletes with the various product ranges of Nike.

Many of the top athletes use Nike products acting as the reference groups for the upcoming players or non-users of Nike.
With the various communication and public relationship means Nike has also successfully related itself with its target group of customers. The various product ranges promoted from time to time have been successfully recognized as the need of the hour. The advertisements and the reference groups have helped the prospective customers with the required information. The quality of the products of this leading brand has helped the customers to select the products among its peers. The wide availability of the brand and customer-friendly purchase modes along with post-purchase initiatives have helped the brand to reach the position, where they are today. ...Download file to see next pages Read More