Research Report: Nike Inc. and Brand Image Impact on Consumers

This research project investigates the impact of brand image on consumer taste and preferences, using Nike Inc. as a case study. The report begins with an introduction outlining the research aims, objectives, and factors influencing project selection. A comprehensive literature review explores the need for brand image improvement, factors affecting brand image, the impact on consumer preferences, promotion methods, and business strategies employed by Nike. The methodology section details the data collection process and research methods. The subsequent chapters present data analysis, findings, and recommendations for enhancing Nike's brand image. The report emphasizes the importance of a strong brand image in driving sales, enhancing customer loyalty, and achieving competitive advantages in the market. The report also highlights the importance of understanding consumer behavior and adapting marketing strategies to meet evolving customer needs and preferences.

Research project

Table of Contents
INTRODUCTION.......................................................................................................................1
TASK 1............................................................................................................................................1
CHAPTER 1 - INTRODUCTION...................................................................................................1
1.1 Overview of research............................................................................................................1
1.2 Research aims and objectives................................................................................................2
1.3 Factors that contribute into the research project selection....................................................2
CHAPTER 2 – LITERATURE REVIEW.......................................................................................2
2.1 Introduction...........................................................................................................................2
2.2 Need of improving brand image ..........................................................................................3
2.3 Factors which can affect brand image ..................................................................................3
2.4 Impact of brand image on customers' taste and preferences.................................................3
2.5 Promotion methods to develop brand image.........................................................................3
2.6 Business strategies to improve brand image of Nike Inc......................................................4
CHAPTER 3 – RESEARCH METHODOLOGY...........................................................................4
..........................................................................................................................................................5
REFERENCES................................................................................................................................5
TASK 2............................................................................................................................................6
Research methodology and collection of data............................................................................6
TASK 4..........................................................................................................................................15
2.3 Data collection process.......................................................................................................15
TASK 3..........................................................................................................................................16
Data Collection..........................................................................................................................16
TASK 4..........................................................................................................................................20
ABSTRACT...................................................................................................................................21
ACKNOWLEDGMENT................................................................................................................22
CHAPTER 1 – INTRODUCTION................................................................................................24
1.1 Introduction ........................................................................................................................24
1.2 Research aims and objectives..............................................................................................25
1.3 Literature review.................................................................................................................25

Need of improving brand image ..............................................................................................25
Factors which can affect brand image ......................................................................................25
Impact of brand image on customers' taste and preferences.....................................................26
Promotion methods to develop brand image.............................................................................26
Business strategies to improve brand image of Nike Inc..........................................................26
1.4 Research methodology........................................................................................................26
1.5 Structure of project..............................................................................................................28
CHAPTER 2 – LITERATURE REVIEW ....................................................................................29
Factors which can affect brand image ......................................................................................30
Promotion methods to develop brand image.............................................................................32
Business strategies to improve brand image of Nike Inc. ........................................................32
CHAPTER 3 – RESEARCH METHODOLOGY.........................................................................34
Use of resources properly in order to met with hypothesis and question.................................34
Methodology related with data collection process....................................................................34
CHAPTER 4 – DATA COLLECTION & ANALYSIS................................................................43
Data analysis.............................................................................................................................44
CHAPTER 5 – CONCLUSION & RECOMMENDATION.........................................................50
4.1 Recommendations ..............................................................................................................50
4.2 Conclusion...........................................................................................................................50
4.3 Introduction.........................................................................................................................50
4.4 Need of the study................................................................................................................51
REFERENCES..............................................................................................................................52
Appendices.....................................................................................................................................54
Research proposal.....................................................................................................................54
........................................................................................................................................................58

INTRODUCTION
A brand refers with a name, sign, logo and design which represents the identity of a
product and service. Normally a product can be copied but a brand is novel or unique. In today's
scenario, it is essential for business organisation to make strong brand image in order to remain
customers' interest for long term period. Apart from this, branding is the most essential element
of marketing and it helps in enhancing organisational performance at market place. Consumer
will be preferred to purchase from only those companies which have strong brand image in target
market. The present report is based upon Nike Inc: it is an American multinational corporation
who deals in sales of footwear, apparel, accessories, equipment and services. The headquarter is
near to Oregon, Beaverton in the Portland metropolitan area (Hjort, Lantz, Ericsson and
Gattorna, 2013). The company is mainly focused on providing high quality products to their
customers in order to reaching at higher position at market place. In this modern era, customers
gives preferences to quality rather than money. Along with this, Nike Inc. is one the largest
sportswear brand which was alone valued at $19 million in 2014 and making itself as a most
reliable brand of sport wear. In 2017, the brand value of the company was valued at $29.6
million. It shows that firm is trying to continuously boost up its brand image by providing
something new and innovative to customers. Puma, Adidas, FILA etc. are the major competitors
of the company. Nike Inc. has strong brand image, it directly affect customers' buying behaviour
by raising company's sales and productivity in an effective manner. The project report is focused
that how companies can improve their brand image by providing qualitative and value added
products to consumers. With this assistance, they can easily achieve its goals and objectives in a
certain time period; strong brand goodwill also raised the business operations over the world.
TASK 1
CHAPTER 1 - INTRODUCTION
TITLE - “To identify the impact of brand image on consumer taste and preferences”. A Case
study on Nike Inc.
1.1 Overview of research
The research project is going to be describe how companies can improve their brand
image by providing qualitative and value added products to consumers. With this assistance, they
can easily achieve its goals and objectives in a certain time period; strong brand goodwill also
raised the business operations over the world. Along with this, there will be a discussion on the
1

requirement of improving brand image and its importance of Nike Inc. Readers will also come to
know about various factors that can effect the brand image of the firm and how it can overcome
from it. Brand image put a huge impact on customers' taste and preferences therefore, it is
essential for business organisation to produce qualitative and innovative products in order to get
high competitive advantage. There will be explain different promotional methods, like
advertisements, direct sales, personal selling etc. it aids in reaching large number of customers in
a minimum time of span.
1.2 Research aims and objectives
Aim: “To determine the impact of brand image on customer taste and preferences. A case study
on Nike Inc.”
Research objectives: -
The objectives of present projects are describes as under:
 To analyse the need of developing brand image in market
 To identify the factors affecting brand image
 To evaluate the impact of brand image on consumer taste on Nike Inc.
 To find out the methods that can be used for promotion as to develop brand image
 Recommendations various strategies to improve the brand image of Nike Inc.
1.3 Factors that contribute into the research project selection
There are different types of factors involved in selection of research project. The
selection criteria is based upon analysing and comparing projects including qualitative and
quantitative research methods. Apart from this, the research project is based to analyse the
impact of strong brand image on customers' taste and preferences. If an organisation has
effective goodwill or reputation in target market then it is able to attain and retain people for long
time of span.
CHAPTER 2 – LITERATURE REVIEW
2.1 Introduction
It is the most essential part of research project which helps in providing a proper
guidance to research activities in order to effectively completion of research project. This is
widely used by investigator to develop in depth and effective research in which data and
information are gathered through secondary resources.
2

2.2 Need of improving brand image
According to Tingchi Liu and et. al., (2013) the main objective of improving brand image
is all about getting numerous customers from target market so as to gain high competitive
advantage. A firm's brand is a valuable asset through which it can achieve its sales goals and
objectives from global environment. In Nike Inc. marketing managers creates innovative ideas
and concepts in order to promote their brand. This is also assistive in increasing market share as
well as sales revenues of the firm and its also decreases price sensitivity.
2.3 Factors which can affect brand image
With the viewpoint of Das, (2011) in this modern time, there are various new entrants
which can affect brand image as well as market goodwill of Nike Inc. Apart from this, several
governmental laws and legislations can affect brand image; in UK, it is essential for
manufacturing companies to follow strict laws and legislations in order to serve their business at
global level. It results, these commercial entities are not able to operate themselves in an
effective manner; which reduces their brand image. Moreover, in this over dynamic
environment, it is too difficult for companies to meet needs and wants of people. With the
viewpoint of Hsu, (2012), now all business entities are used new and innovative production
techniques so as to remain customers' interest. Due to new competitors, customers' cannot stay
with a particular brand for long term period.
2.4 Impact of brand image on customers' taste and preferences
According to Pars and Gulsel, (2011), individuals will prefer to purchase only those
products and services that gives them higher level of satisfaction. Quality of work life can boost
up brand image through which manufacturing firms can easily achieve high competitive
advantages. Strong brand image and customers' taste and preference, both terms are interrelated
with each other.
2.5 Promotion methods to develop brand image
In this modern era, companies are using different promotional tools and techniques in order to
develop its brand image and gain high market share. There are describe some promotion
methods, such as- advertisements- it can done through post an advertisement on television, radio,
social media channels etc. so as to capture customers' interest.
3

2.6 Business strategies to improve brand image of Nike Inc
According to Kaapanda, (2011) strategic alliance can be make for short or long term
periods with an aim to get high competitive advantages. For instance- if Nike and Puma both can
make a strategic alliance in order to gain more profits and customers in a new market. Apart
from this, franchising refers with a business in which the owner of the company (franchisor)
gives all rights to other person (franchisee) as he or she can their products by using the name and
fame of this company.
CHAPTER 3 – RESEARCH METHODOLOGY
This is the most significant part of research which deals in different application of tools
and techniques that are useful for carry out research in most appropriate direction. In this
researcher have to select most suitable tools and techniques that are useful for analysing the
result and outcome of research project (Nam, Ekinci and Whyatt, 2011). This section is
categorised among various sub components, which are describe as under: -
Sources of data – There are different sources of data collection, i.e. primary and
secondary. Researcher can use one method as per the appropriateness of the research project. It
helps in gathering proper information about current market trends so that particular goals can be
achieved.
Type of research methods – It is essential for researcher to choose proper research
methods so as to gain better outcomes. There are two types of research, such as- qualitative and
quantitative (Kazemi and et. al., 2013).
Research design – a research design is an arrangement of conditions of collection and
analysis of data in a manner which aims is to combine relevance to the research purpose with
economy in procedure.
Research Philosophies – A research philosophy is a belief about the way in which data
about a phenomenon should be gathered, analysed and used. It explains about researcher's view
and opinions regarding the world.
Research approaches – It refers with the plan and procedures for research that span the
steps from broad assumptions to detailed methods of data collection, analysis and interpretation.
Research approaches involves several decisions which are able to provide proper direction tgo
research project.
4

Data Analysis - It can be considered as the most significant tools of research
methodology. There are different types of data collection, such as- f-test, exponential smoothing,
sampling and random number generation. Data analysis is conducted on the basis of 75
respondents.
Data Sampling – Data sampling is a statistical analysis tools which is used in order to
select, monitor and analyse a representative subset of data points so as to determine patterns and
trends in the larger data set being examined (Horng and et. al., 2012).
Validity - This section is emphasized as most essential element for carry out all research
activities in most significant direction. It is the duty of researcher to keep personal data and
information of customers more confidential in nature. They provide surety to their customers
about safety of their personal data and information.
Action plan: It is one of the important tool that can be used in research projects so as to manage
all working activities in the best possible manner. On the left of the chart is a list of the activities
and along the top is a suitable time scale. In other words, it aids researcher to track project
schedules as they all tasks can be completed before their time scale.
REFERENCES
Books and Journals
Kang, J. and et. al., 2012. Understanding customer behavior in name-brand Korean coffee shops:
The role of self-congruity and functional congruity. International Journal of Hospitality
Management. 31(3). pp.809-818.
5

Nam, J., Ekinci, Y. and Whyatt, G., 2011. Brand equity, brand loyalty and consumer
satisfaction. Annals of Tourism Research. 38(3). pp.1009-1030.
Kazemi, A. and et. al., 2013. Impact of brand identity on customer loyalty and word of mouth
communications, considering mediating role of customer satisfaction and brand
commitment.(Case study: Customers of Mellat Bank in Kermanshah). International
Journal of Academic Research in Economics and Management Sciences. 2(4). p.1.
Horng, J. S. and et. al., 2012. Understanding the impact of culinary brand equity and destination
familiarity on travel intentions. Tourism Management. 33(4). pp.815-824.
Wiedmann, K. P. and et. al., 2011. Drivers and outcomes of brand heritage: consumers'
perception of heritage brands in the automotive industry. Journal of Marketing Theory
and Practice. 19(2). pp.205-220.
TASK 2
Research methodology and collection of data
There are various methods opt by researcher properly in order to make project appropriate and
effective in nature. Along with this, it is important to conduct a survey on define population so
that better gain could be manage. Thus, data collection process need an appropriate framework
which have to follow into study properly (Godey and et. al., 2012). Hence, following is a
methodology which use by Nike for identifying the impact of brand image on customer taste and
preferences. Aims and objectives: The research project aims to investigate about the impact of brand
image on customer taste and preference. For this, management conduct a survey which
enable in order to determine this fact or element properly. Nike wants to evaluate all aims
and objectives properly and adopt suitable methodology for further study. Sources of data: Information gathering is an essential concept for study which need
several sources for concluding best possible outcome. There are various kinds of data are
determine effectively which are primary, secondary and tertiary. All these are helpful in
gathering appropriate information for a research so that effective return and suitable
decision will be carried down. A basic evaluation of these three sections are stated as
follow:
 Primary: It is a type of data which collected through questionnaire, survey etc. so that
better and appropriate outcome could be gain in order to make decision effective in
nature. This information is raw in nature so that better and appropriate action could be
gain.
 Secondary:This information is collected through various consents like authors
perspective, financial records. In short this is based on already evaluated and
6

conducted data which facilitate an option to analyse and interpret them in an
appropriate manner (Wheeler, 2017). These information are collected through diverse
sources of documents and further also proposed as data mining.
 Tertiary: These are such sources of data which compiles on a particular topic like
references list etc. Several example of this kind of data is encyclopedia, abstract,
index etc.
For this project the utilise data is from primary source of information through which chances of
reliability and ethical consideration enhance. Thus, it is essential for including all raw
information properly into project so that better and effective consideration could be promoted. Type of data: Collected information through sources of data is broken into different
pieces in which two major types of study get evaluated properly (Saleem and et. al.,
2015). Thus, basically for this project, two major types of data are evaluated by Nike
properly which are as follow:
◦ Qualitative:It is a type of data which usually presented through a number, symbol or
a name which represent quality of an element. This enable in evaluating the things on
the basis of quality. Qualitative data never represent things in an appropriate and
effective manner because all things are present through quality nature not with
numbers which is hard to present and difficult to understand. Although decision
making process become difficult and inappropriate in nature as well.
◦ Quantitative: These are such kind of data which represent through number of values
which support in differentiate between two or major things in an appropriate manner.
It is helpful in order to make ethical comparison between two list so that better and
effective results could be encourage (Bruwer, 2014). A major advantage of using this
technique is that comparison become easy in nature so that better decision making
could be promoted.
This project includes qualitative data in consideration in which various people opinion get
measure through collecting data. Thus, on the basis of various numbers, suitable graphs and
charts get prepared which enable in making a valid ad ethical comparison. Type of research study: A research design is the set of methods and procedures used in
collecting and analysing measures of the variables specified in the research problem.
There are various design are evaluated properly which frame according to study. Mainly
7

there are 5 types of design are evaluated in a research which utilise in study for a definite
problem or a issue so that suitable design can be approach in order to deal with various
issues and problems.
◦ Descriptive: This type of study is described as the process in which nothing get
manipulated. Sometimes it is also stated as the correlation and observational studies.
A major goal of this study is just to get a picture of current thoughts, feeling and
behaviour in a given group of people (Das, 2012). A major advantage of using this
method study is to depict the population in an accurate and appropriate manner.
◦ Exploratory: This type of research is helpful in order to clarify and define a problem.
It is helpful to better understand about the cause so that better and effective decision
could be made on it. In business context, many retailers use in deciding whether or
not to adopt a new product line. It is helpful in deciding and explore the issue
properly.
◦ Casual: This study is helpful in analysing about two variables of phenomenon for
evaluating about which variable are cause and which are effect. One of a best method
of this study is experiments through which all variables get easily interpret with cause
and its effect. This type of investigation also determine an explanatory study so that
cause and effect relationship get analyse in an appropriate frame.
◦ Prescriptive: It is related with both descriptive and predictive analysis to finding out
the best course of action for a specified problem. For this research, this study not get
used but for a better understanding this study is essential.
◦ Forecasting: It is helpful in determine the future trends by considering previous and
historical data in account. It is supported in order to evaluate the time and frame a
plan so that better and appropriate outcome could be gain.
For this project exploratory research study is adopted to evaluate basic problem. Through this
process, appropriate data get collected as well as various authors perspective also get evaluated
properly so that better and effective results could be gain. Study by time Horizon: On the basis of time horizon, research study is divided into two
sections which have to understand by researcher in an appropriate frame so that
appropriate frame get opt for making ethical study in nature.
8

◦ Longitudinal study: It is a study in which observations of same variable which gather
once always get analyse on repetitive basis. A major drawback of this time horizon is
that it will not provide appropriate results which are based on current perspective
(Ghani, Imran and Ali Jan, 2011).
◦ Cross section study: This study reflect the data which gather once from a particular
population at a specific point of time so that better and effective decision making
could be promoted. A major advantage of this time horizon study is that it will
support in making things correct.
For this study on Nike, researcher use cross sectional study which support in analysing the
information which gather once from a specific population for a major concern. Research strategy: Every investigation or a project need appropriate action plan or a
study so that better and effective target get accomplish. Thus, this study require
appropriate strategy in which time, budget, population all related details get mention in
an appropriate frame so that outcome become appropriate and effective in nature. Along
with this, it will also include about theories which indulge in this study for better and
appropriate result. Thus, for evaluating better and effective result, it is essential for
determining about a method which need to include in this project or a combination. Nike
have an aim which is to determine the impact of brand image on customer taste and
preferences.
◦ Survey: It is a type of method through which an individual become able to
demonstrate various individual in an appropriate and effective manner for a reason of
gathering and collection of data. It is helpful in determine various people perspective
properly so that better and effective results could be gain (Kaapanda, 2011). Survey
is helpful in order to gain best and appropriate outcome on the basis of various people
opinion and views. Survey is a type of primary method and a major advantage of this
technique is that data collection become appropriate and ethical in nature.
◦ Census: It is a kind of population survey which conducted by government in order to
determine the ratios of various people. Census is another major technique for a
research so that whole population get divided properly and their perspective get
evaluated in a beneficial manner. An advantage of census is that it support in dividing
9