Consumer Behaviour: Decision-making process of Nike consumers

CONSUMER
BEHAVIOUR
STUDENT DETAILS

CONSUMER BEHAVIOUR 1
Decision-making process applied by the consumer of Nike before making a purchase
decision
The consumer decision-making process of the Nike involves 5 steps. These steps succour
the buyers in making appropriate decision. Nike makes it easy for buyers to choose which
item is best for them. Considering Nike is such a notable brand, their items are additionally of
high calibre and premium stuff which prompts the expansion of costs. Some customers are
hesitant to pay the high cost but they admire the quality of product (Bhasin , 2018). Also,
different buyers recognize what they are purchasing and set aside constrained effort to settle
on the obtaining choice (Bhatnagar, 2015). In any case, a ton of elements weight in with
regards to the basic decision from customers. Below are the steps which shoes the decision-
making process of the Nike customers before making purchase decision:
 Recognition:
There is always a gap in the consumer's current financial state and their short-term
future financial state. During this gap, the customer gets time to recognize and
analyze the need for particular products processed by Nike. The marketing team also
create various trigger via advertisement (Islaam, 2017). These triggers create desires
in the consumer's mind for new products. For example: On television, a person sees
that Cristiano Ronaldo advertises new shoe pattern of Nike. Now, there are chances
that a desire will create in a person's mind for new shoes. Even if his old shoes are in
perfect condition (Kanev, 2016).
 Research:
After recognizing the desire and need, a consumer takes next step in which they
research on the new product. Consumer conducts the internal research in which they
search in their mind about their experience with Nike's product or with the company