Report on the Influence of Advertising on Consumer Behavior at Nike

This dissertation report investigates the influence of advertising on consumer behavior, using Nike as a case study. It includes an introduction to the problem, background information on Nike, and a comprehensive literature review. The report outlines the problem statement, aims, and objectives, along ...Read More

‘Dissertation report on Nike’
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Certification
This is to certify that this report is prepared and submitted by me. It is an outcome of my
original work and independent research. I have acknowledged all the sources from which the
ideas and extracts have been taken. The project report is not plagiarised and has not been
previously submitted.

Acknowledgement
The dissertation report has been completed by me but it would not have been possible
without the support and assistance of my teachers. I would like to acknowledge the efforts of
all my teachers who have helped me to complete the research. Their contributions are highly
appreciated and acknowledged. I would also like to extend my gratitude to my friends and
family who have been patient and supportive throughout my research journey.

Abstract
The research is based on a “Influence of advertising on consumer behaviour at Nike”. In
order to develop a good level of understanding regarding the Influence of advertising on
consumer behaviour at Nike, this report has also developed a literature review to support the
qualitative data. The problem statement is further elaborated by the use of aims and
objectives that have acted as a base to the whole research. The methodology that has been
used by the report is qualitative along with secondary data collection approach. A swot
analysis of Nike has also been prepared in order to develop a wholesome understanding of
the company. The data is analysed through the help of a narrative technique. All the ethical
consideration has been deeply understood by the research. This has been developed through
the help of a comparative analysis of Nike along with two prime competitors that are Adidas
and Puma. By suggesting Alternatives and options and the feasibility, the report has
concluded itself along with some effective recommendations.

Contents
Certification............................................................................................................................ 2
Acknowledgement.................................................................................................................. 3
Abstract.................................................................................................................................. 4
Introduction............................................................................................................................ 5
Introduction to the problem.................................................................................................5
Background of organisation................................................................................................5
Literature review................................................................................................................. 5
Problem statement.............................................................................................................. 7
Aims and objective.............................................................................................................. 7
Operational definitions........................................................................................................7
Significance of the project...................................................................................................8
Methodology........................................................................................................................... 9
SWOT analysis................................................................................................................... 9
Data collection methods......................................................................................................9
Data analysis....................................................................................................................10
Ethical considerations.......................................................................................................10
Pilot study......................................................................................................................... 10
Findings................................................................................................................................ 11
Interpretation........................................................................................................................ 12
Feasible option and Implementation.................................................................................13
Conclusion and recommendations.......................................................................................14
References........................................................................................................................... 15
Appendices.......................................................................................................................... 17
Appendix 1: SWOT analysis.............................................................................................17
Appendix 2: Flow chart of the research process...............................................................18

Introduction
Introduction to the problem
Nike is considered to be one of the most reputed companies when it comes to offering
internships to students. The Influence of advertising on consumer behaviour at Nike is going
to contain all positive and negative aspects. The present report will highlight the Influence of
advertising on consumer behaviour at Nike company (Jacobs, 2015). This report will contain
all the relevant information which will help to understand how much influence it can make on
consumer.
Background of organisation
Nike is a multinational corporation based in America which is specialised in sports
accessories including apparels, footwear, accessories, equipment and other services as well. It
is a public organisation which comes under the industry of apparel, accessories and sports
equipment. The organisation was started by Bill Bowerman and Phil Knight in 1964. The
company has its operation worldwide. The major operations of the company include
designing, development and sale of products that are involved in basketball, football, running,
training as well as other action sports for both men and women. The company is highly
engaged in athletic equipment that is represented at global brand divisions. Through the help
of an effective segmentation the company has managed to create a market reputation
globally. The net revenue of the company as per 2020 was $16.24 billion (Nike, 2021).
Literature review
As per (), Nike is one of the best companies in world and it has large customer base all over
the world. According to author in making such a customer base company marketing has big
role. Company like Nike which started from ashes can’t grab such a market without
marketing. There are influence of consumer behaviour in the customer. As Nike has
promoted itself a high-cost product so when consumer visits Nike store then he is mentally
prepared that it will cost high. So, it can be seen that consumer behaviour is influenced by the
marketing in Nike company. As per author not only Nike, in every company there is
influence of marketing. Infect marketing is done to make an influence on the people. Without
marketing company can’t reach to the maximum people. Marketing is a part of business now.

As per author every big company regardless of the field, they invest on the marketing so that
an influence can be made accordingly. Bigger the company, bigger will be marketing
strategy. major competitors of Nike are Adidas and Puma. The factor of human resource is
highly essential for huge companies in order to develop sustainability in the global market. In
case of a marketing team, it is important that it is able to research and shortlist the target
market and industry which the company needs to target.
Ad per author, in coming time the value of advertising will increase, though there is one more
aspect which can be consider here is that small company does not have much money to make
advertisement but once they get funding, they invest on internship and then company
becomes popular. As per author this is time of globalization, every market is interconnected.
In this time advertisement plays an important role in growth and success of the firm. This is a
way to promote the product or services on bigger platform. Apart from that it also helps in
describing the specification of the product. As per author advertisement is increasing because
competitive company is also doing advertisement. Overall, this makes a big influence on the
consumer. Every product had different kind of customer base btu advertisement is based on
the creativity. As per author there are certain company who made advertisement for the
different company, they have certain team and creative employee who can make product
advertisement so that company can buy it. Once the advertisement is prepared then company
advertise it on various media platform. This thing makes in influence on the consumer
behaviour. As per author Nike did the same thing, this company invested huge in the market
so that its reach can be increased. in present time Nike is the biggest shoes making company
in world.
Problem statement
The present report will analyse the marketing Influence of advertising on consumer behaviour
at Nike. How this company makes influence, how this company makes any advertisement and
how it functions all these things need to be studied. Is it only way to make influence, is it
only way to make influence and how much influence it creates.
Aims and objective
The aim of this report is to study the Influence of advertising on consumer behaviour at Nike.
It will also analyse the importance of advertising by considering the example of Nike.

The report has been prepared by considering the following objectives.
● To analyse the Influence of advertising on consumer behaviour at Nike offered by
Nike
● To analyse the importance of advertising.
Operational definitions
Internship: an internship is considered to be a short-term experience of work that is offered
by many companies and organisations. This opportunity is majorly for recent graduates,
current students and other entry-level individuals in order to gain learning experience for
their future endeavours.
Intern: an intern is considered to be the trainee who has been signed up for the internship
program which is for a short period of time. The main goal of an intern is to discover new
career opportunities through the help of the internship program and also get work experience
in the industry (Cortelyou, Sumner, & Rotarius, 2012).
Training: a training program in internship is based on vocational and educational institutes
which are provided by organisations. They help in making the students more aware of their
workplace responsibilities and basic work ethics. This training aims at preparing the students
for their future professional journey as well.
Graduate: a student who has recently got a diploma or a degree for completion of a course
from University, school or college is known as a graduate.
Significance of the project
The present report will help in analysing the internship program that is offered by Nike along
with the training and developing assessments. The study will also discover the pros and cons
of the internship program for student and their professional journeys (Ahmed, 2019).
Through the help of exploring a particular segment of internship i.e. marketing the report will
also help in developing an understanding of the aspects of internship program as a whole.

Methodology
SWOT analysis
The SWOT matrix is prepared by the internship report and is presented in appendix I.
Strengths: Nike is a huge company and is surrounded by a lot of strength that helps it to
maintain its global position. It has a very strong brand name which helps in creating a public
opinion. This is one of the major reasons of the huge revenues that is extracted by Nike every
year. Diversification and brand portfolio is another strength that helps the company to
strengthen its foundations in new areas.
Weaknesses: in the year 2018 the company gained most of its revenue from American
market. This clearly demonstrates that The US market is highly dominant in the business of
Nike. Any changes in the US market significantly have an impact on the company.
Opportunities: with the increasing demand of the company all over the world, it has a high
potential for market expansion in the areas that are yet to be explored (Guriel & Tat, 2017).
There are many markets where Nike has a low approach which can be a source of opportunity
for the company.
Threats: any changes in US market can act as stress for the growth of the company. The
increasing amount of competition from giants like Adidas and Puma can also have a
significant impact on the growth of the company. These threats can be overcome through the
help of constant innovation through the help of an effective human resource (Ahmed, 2016).
Data collection methods
The data collection method that is used by the present report is qualitative. This means that
the source of data is peer reviewed journals and articles that are present on the internet
regarding the same. Through the help of a structured literature review the qualitative data has
been presented by the report. The type of research that has been conducted is exploratory
where a problem statement is investigated throughout the report through the help of various
arguments that are presented by various authors (Ruggiano & Perry, 2019). Through the use
of secondary data for the study, the research has maintained a wholesome approach towards
data collection. The secondary data is collected through the help of the official website of
Nike, journals, and annual reports of Nike and news articles as well.

Data analysis
The data analysis has been developed through the help of developing and itinerary which
consist of construction of an initial plan, organisation, reconstruction and timelines. The data
that is collected through the help of a qualitative and secondary approach is analysed through
the help of and interpretative approach. This approach helps in interpreting the data that is
represented through the literature review and also helps in development of conclusions.
Through the use of a narrative analysis this data analysis will be presented in the
interpretation section (McAlpine, 2016).
Ethical considerations
The study is completely the work of a researcher and is developed through the help of
extensive internet research based on the knowledge gained at Nike. The information of the
company is authentic and has been taken from the official website of the company. None of
the confidential things regarding Nike has been discussed in the report. The report has given
utmost priority to privacy as well as confidentiality of the company along with their interns
and individuals. No individuals were disrupted throughout the research process. The
university guidelines regarding plagiarism have also been followed throughout the research.
Pilot study
The target audience that is expected through the help of this internship report are the students
and aspirants for Nike op. The objectives which are prepared for this internship report also
helps in determining the success of the pilot. Based on the three objectives and aims that were
prepared by the report, the data collection has been facilitated. The data in this report was
collected through the help of a secondary and qualitative approach which includes literature
reviews. The collection of data was highly manageable through the use of the internet and
official websites of Nike. The data analysis will be conducted through a narrative Technique
which gives an overview of the theoretical importance of the topic. The research process that
is followed throughout the internship report is represented in appendix II.

Findings
Well, when talking about the finding of the Influence of advertising on consumer behaviour
at Nike it can be said that yes there is influence and this influence is huge. It includes a lot of
speeches from CEO along with other executive speakers of MBA. There is a particular
session which introduces the company to the new interns. This helps them to get a
wholesome idea of the workplace culture that will be followed in the company. The position
the the researcher applied for was marketing in the HRM department which is one of the
major departments of Nike. This department help the company to deliver the utmost quality
of products and services to their customers. The projects that are assigned to all the interns
help the company to develop good relations with partners along with reducing the cost of
manufacturing. There is a huge development of business knowledge, time management skills
as well as analytical skills.
The knowledge that is gained in the first year of MBA is highly helpful for this internship.
The summer internship takes into consideration a huge cross functional project which is to be
completed by both graduates as well as undergraduate interns. There is an absolutely
collaborative team culture which keeps the interns motivated at all points during the
internship. The interns are also provided with a say in the decision making process where
they can present their opinions and thoughts on a particular topic (Lazarova & Taylor, 2009).
This internship is considered to be one of the most remarkable experiences for the interns that
help in shaping their career graph. The mission of Nike‘s internship is to develop an
innovative value to the professional careers of the interns. This also helps the company to
gain access to fresh minds for their human resource which will help them to bring innovation
and inspiration to all the athletes over the world. All of the interns are also motivated to share
their personal story and experience with all the others which helps in development of a
collaborative team environment which is filled with effective communication as well. This
communication also helps in transferring the vision of the company to different people.
The internship brings together people from various cultures which help in development of a
culturally inclusive workplace. It helps in analysing the knowledge and skill set of all the
interns and select the best suited interns for the company. The internship is mutually
beneficial for the company as well as the interns (Bernstein, 2019).

Interpretation
Nike Adidas Puma
Innovation for athletes all over
the world through a better
human resource
Shaping the future of sports to
change lives for the better
Change the Game as a Puma
Intern
More focus on innovation and
creativity
More focus on development of
culture through internships
Exclusive culture and average in
terms of welcoming
CEO plays a vital role in the
internship process
CEO is not very much
involved in the process of
internships
Effective CEO involvement
Fair pay for employees and
interns
Comparatively less pay for
interns
Satisfactory salary range for
interns
No medical benefits for
interns but housing allowances
Some medical benefits for
interns
Employee discounts are availed
for interns (Niskanen, 2019)
Remote internship saves the intern the money that is required for shifting. It also provides
opportunities to aspirants all over the world who are interested in the internship. The summer
internship that was provided by Nike was limited to the area of China which also limits the
people who are involved in the internship. A remote internship will help the interns to gain
experience in the company for a specific period of time and then they can be hired as
employees in the company. This will be more convenient for the company as well as the
interns. Although the remote internship provides equal opportunities to all the interns present
over the world, there is an absolute uncertainty due to low physical interactions with the
interns.
Part-time jobs are another alternative which can be used by Nike to enrich their human
resource with more talent. This option should be made available for students who are willing
to take part-time jobs and household management workers as well. A part-time job is highly
effective in development of skills such as marketing by the help of action training. This will
also instil the values of working in high-pressure business environments for the employees.
There can be some sort of irregularity in the part-time jobs due to hiring of students as there
will be exams when they will not be able to work.
Volunteering is a process which is very different from internship and is mostly unpaid. Even
so it helps in building a person‘s CV and professional experience. It helps in understanding
the work culture of the company and proves to the employers that a person is capable of an

internship or a job opportunity in the company. This is an alternative which will help Nike to
gain more interest towards its extracurricular services for employment. Volunteering should
be facilitated by application forms which can then be shortlisted by the supervisors of Nike.
In the case of Nike volunteering is highly successful as there can be a lot of sports related
activities which will need volunteers in different areas of expertise. Although the
volunteering process will help the aspirants to get a close access to the company, it is unpaid
which can be considered as the major con.
Feasible option and Implementation
The most feasible option that is discussed above is remote internships as it is the most suited
for companies like Nike. Remote internships offer equal benefits as normal internships but
are more convenient for interns as well as the company. This is because the company will not
have to provide accommodation for interns and will also be able to hire applicants from all
over the world at a single time. On the other hand the interns will be able to work from
anywhere any time according to their own comfort zone and will learn the value of the
workplace environment as well.
The implementation of remote internship will be highly beneficial for the company. It will
help in hiring the interns remotely which will develop a high chance for learning the work
style and pattern of the company. Virtual internship will help in development of a larger
applicant pool which will give the company the advantage to select more talented human
resources.

Conclusion and recommendations
Throughout the internship report the data collection was the most challenging part as there is
limited information that is provided for Nike‘s internship programmes. Although it was a
challenging task for the researcher, the information that is collected is highly relevant and
authentic. The example of Nike‘s internship programme will be highly beneficial for the
interns as well as the company‘s growth as well. The experience of developing this report has
been challenging yet innovative. The issues that have been identified in Nike's internship
program are the lack of Medical benefits that are provided for interns and low pay of the
interns as well.
The objective of identifying the internship program offered by Nike has been fulfilled by the
identification of the summer internship programme. This is later analysed on the basis of the
advantages and disadvantages. The career opportunities are also successfully identified and
analysed throughout the internship report by drawing to personal experience and other
opportunities as well. The importance of internship programmes for graduate and
undergraduate students is also discussed in relevance to Nike‘s internship program. By the
internship case study analysis of Nike there are certain recommendations that have been
developed in order to amplify the effectiveness of the process.
● Development of a remote internship programme for getting applications from all over
the world and hiring better talent.
● Providing more medical benefits for students along with the internship.
● Increasing the payroll of interns in order for them to cover the house allowances as
well.

References
Ahamed, M. (2019). Internship Report on Southeast Bank Limited.
Ahmed, R. R. (2016). „Strategic Marketing Plan of Nike “. ResearchGate, Indus Institute of
Higher Education.
Bacon, R. (2018). An Ethnographic Study of the Complexities of Designing and Gaining
Access to an Internship (Doctoral dissertation, UC Santa Barbara).
Bernstein, E. B. (2019). The 2019 Communication Studies Career Symposium.
Cortelyou-Ward, K., Sumner, J., & Rotarius, T. (2012). Expanding the definition of an
internship: Embracing non-conventional graduate students. The Journal of Health
Administration Education, 29(4).
Gupta, P., Burns, D. J., & Schiferl, J. S. (2010). An exploration of student satisfaction with
internship experiences in marketing. Business Education & Administration, 2(1), 27-
37.
Gürel, E., & Tat, M. (2017). SWOT analysis: a theoretical review. Journal of International
Social Research, 10(51).
Jacobs, D. G. (2015). Practical example of base source optimization: footwear profiling at
Nike, Inc (Doctoral dissertation, Massachusetts Institute of Technology).
Lazarova, M., & Taylor, S. (2009). Boundaryless careers, social capital, and knowledge
management: Implications for organizational performance. Journal of Organizational
Behavior: The International Journal of Industrial, Occupational and Organizational
Psychology and Behavior, 30(1), 119-139.

Manning, J. M. (2017). Changes in health resulting from the" Internship Process" in a cohort
of professional psychology doctoral student applicants (Doctoral dissertation).
McAlpine, L. (2016). Why might you use narrative methodology? A story about
narrative. Eesti Haridusteaduste Ajakiri. Estonian Journal of Education, 4(1), 32-57.
Nederpel, L. (2012). Improving the close-out supply forecast accuracy at Nike Inc (Doctoral
dissertation, Master’s Thesis, Eindhoven University of Technology, Eindhoven).
Nike. (2021). Internships. Retrieved 3 June 2021, from https://jobs.nike.com/internships
Niskanen, H. (2019). Sustainability in the sporting goods industry: How Nike, Adidas and
Puma have developed company sustainability.
Niskanen, H. (2019). Sustainability in the sporting goods industry: How Nike, Adidas and
Puma have developed company sustainability.
Ruggiano, N., & Perry, T. E. (2019). Conducting secondary analysis of qualitative data:
Should we, can we, and how?. Qualitative Social Work, 18(1), 81-97.
Samanta, S. A. (2020). Internship Report On Marketing Strategy and Customer’s Perception-
Savlon Hand Wash & Hospital Assistant Items.

Appendices
Appendix 1: SWOT analysis
STRENGTHS
 Strong brand image
 Brand portfolio
 Product cost
WEAKNESSES
 US market dependence
 Manufacturing outsource
-
OPPRTUNITIES
 Market expansion
 Emerging markets
THREATS
 Competition
 US tax fluctuation

Appendix 2: Flow chart of the research process