Detailed Examination of Consumer Behavior: Nike Purchase Decisions

This report provides a detailed analysis of the consumer decision-making process as it applies to Nike products. The report breaks down the five key stages: recognition of need, research, product evaluation, the final purchase decision, and post-purchase behavior. It highlights how Nike's marketing strategies, including advertising and product features, influence consumers at each stage. The report also explores the importance of factors like product quality, price, and brand loyalty in shaping consumer choices. Additionally, it emphasizes the role of social media and customer reviews in the research and evaluation phases. Finally, the analysis concludes with the impact of post-purchase experiences on future purchasing decisions and brand loyalty.

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

CONSUMER BEHAVIOUR 2
(Nike, 2019). External research involves seeing the review of the product on
YouTube, Instagram, etc. Apart from this, the consumer can also modify their
decision by getting feedback for the product from their friends, colleagues, etc.
Here, bad news for the company is that they cannot overlook the reviews on social
media for the product because social media is an important pillar for advertising and
promotions (Bhasin , 2018).
 Product evaluation:
After conducting the research process, consumers now compare their chosen with the
other products of the company (Bhatnagar, 2015). For example: When a person
concluded to go with Nike CR7 shoes then they can also conduct a product review
with Nike’s other shoes. After conducting the review, they have left 2 choices, either
to go with the original idea or to move on with something else. The buyer makes
compression based on product durability, price, quality, popularity, feedback of other
buyers, etc (Bhatnagar, 2015).
 The final decision for purchasing product:
After concluding various research, a person makes concluded his final decision for the
product (Islaam, 2017). Let’s take an example where “X” concluded that he wants to
go with Nike CR7 shoes because they are lightweight and Nike donates a small part
towards charity for children in need. By considering all these factors, X has made his
decision for purchasing this product. Here, the important aspect is that the purchase
decision can be change or postpone. For example, X goes to his nearest Nike store
and found that CR7 shoes are out of stock and he has to wait for the next 1-2 weeks.
In this case, there are equal chances that maybe his choices can changes int his
duration or he may also be stuck to his original decision.
 Post-purchase behavior:

CONSUMER BEHAVIOUR 3
The purchase has been made by X but the consumer decides for making purchase
process does not end here (Nike, 2019). The post-purchase evaluation has the capacity
to influence the customer's future choices for making another purchase with Nike or
not. For example, X has chosen to purchase Nike CR7 and while playing football with
his new shoes he has concluded that CR7 is the comfortable and lightweight which
succours him to perform much better on the football pitch than before.
Now, he will recommend this shoe to his knows which will eventually benefit the
company. Post-purchase behaviour is the stage which creates the brand loyal and
enables a strong relationship between the customers and Nike (Kanev, 2016). If the
customer is satisfied with the product quality then they are more probability that a
consumer will reduce his research when he will make another purchase (Islaam,
2017).
Thus, it has been concluded that purchase decision influences or hold various factors.
In the market, Nike never fails to create innovative ways to encourage their customers to
make purchases through them (Nike, 2019). The marketing team of the company is well
aware of how to create various triggers or cues to fascinate the interest of their consumers.
Nike's advertisement holds an overview of the product features and other benefits which also
holds importance in influencing the decision of their buyers.

CONSUMER BEHAVIOUR 4
References
Bhasin , H., 2018. Marketing Strategy of Nike – Nike Marketing Strategy. [Online]
Available at: https://www.marketing91.com/marketing-strategy-nike/
[Accessed 30 August 2019].
Bhatnagar, C., 2015. Ch.6 Consumer Decision Making. [Online]
Available at: http://justdo0it.blogspot.com/2015/10/ch6-consumer-decision-making.html
[Accessed 30 August 2019].
Islaam, Z., 2017. Nike’s Brilliant Marketing Strategy – Why You Should Be (Just) Doing it
Too. [Online]
Available at: https://www.referralcandy.com/blog/nike-marketing-strategy/
[Accessed 30 August 2019].
Kanev, T., 2016. Consumer Decision-Making Process. [Online]
Available at: http://thenovicemarketeer.com/consumer-decision-making-process/
[Accessed 30 August 2019].
Nike, 2019. Nike Selection. [Online]
Available at: https://www.nike.com/in/w/cristiano-ronaldo-69np1
[Accessed 30 08 2019].