Consumer Behaviour and Marketing Psychology

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Consumer behaviour and marketing psychology
Name of student
Name of University
Author note

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Executive Summary
The report was prepared to discuss about the application of various consumer
behaviour concepts and how it had been related to the overcoming of marketing issues. This
has been critical to the management of consumer behaviours such as group influences,
attitudes, behaviours, culture and social class that contributed to the process of decision
making largely. The product selected here was Nike shoes, which has managed to influence
consumers’ attitudes and buying behaviours largely, though based on various factors
including culture, lifestyles, brand promotions, etc. From the critical analysis, it was found
that mostly the responses had been positive, which suggested the loyalty and trust towards the
brand and its footwear items making a mark in the marketplace. The online business funding,
promotional activities with the help of personal selling and sales promotions along with
involvement of social media platforms have further extended the global outreach for the
brand and improved the brand image and reputation too. Al these aspects have influenced the
buying behaviours of customers and encouraged the purchase making decisions, furthermore
could result in increasing the customers and establish sense of trust and loyalty about the
brand too.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
Executive Summary...................................................................................................................2
Selected Product or Service Overview.......................................................................................4
Critical analysis..........................................................................................................................4
Nike’s current marketing strategy..........................................................................................4
Marketing communication mix..............................................................................................5
Strategic Recommendations.......................................................................................................6
Reference List............................................................................................................................7

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Introduction
The report is prepared to discuss about the consumer behaviours and marketing
psychology considering the selling of Nike shoes based on the various aspects including the
buyer behaviours and attitudes, group influences, lifestyle behaviours, culture and social
class. The topic will critically analyse the various data and information gathered from the
survey process and prioritise on determining the current marketing strategies followed by the
organization and marketing communication mix component, especially, the promotion
component (Hoyer, MacInnis and Pieters 2013). The marketing mix communication
component has facilitated the promotional activities and improved the ability of the
organisation to create greater global brand exposure and enhanced the level of trust and
loyalty among the customers to influence buying behaviours too (Nike.com.au 2019).
Selected Product or Service Overview
The topic was presented to focus on the buying behaviours of consumers considering
the product Nike Shoes. Though the company specialises on the production and marketing of
good quality footwear, clothing and apparel products, athletic goods and other products all
across the world through retail shops and other distributors, subsidiaries, licensees, the
products are produced by independent contractors. The main focus of the assignment is on
the Nike Shoes, i.e., the footwear items that have been produced outside United States and all
over. The footwear products of Nike have been designed and manufactured for the purpose of
athletic activities and even those are worn for leisure and casual purposes (Mullen and
Johnson 2013). Due to the innovation perspectives and good quality design implemented, the
shoes are popular among the men, women and children as well. There are running shoes,
basketball, soccer, cross training shoes as well as shoes for the women, which are in the top
selling product categories for Nike, The company has managed to lead in terms of sales for
the past few years and it aims to make more profit in the upcoming days to come as well.