Customer Behavior
Executive Summary
This assignment will mainly discuss about three important topics which include the company, product and target market segment of the Nike. We would briefly discuss about Nike and the selected product’s background. In the other hand, analysis and examination on Nike’s advertisement, symbols and message would also be done.
A study would also be carried out on the personality and self of the brand and product. We would examine how Nike’s product personality can affect the customer buying decisions and how will it links to the customer self-image.
Besides that, a research of the target market segment and consumer analysis which states the criteria, profitability and changing customer environment of Nike would also be included in this assignment. Lastly, we would study about how psychographics and lifestyles and affect Nike’s product usage.
Introduction
We have decided to use Nike as our research company in this assignment as Nike is one of the most heavily advertised and best known brands in the world. There are about 190 countries worldwide which are selling Nike products now a day. In the other hand, they are also the leader maker of athletic shoes, equipment and apparel.
Thus, we are interested in finding out whom and what are the customers behaviors of Nike’s target market segments. In the other hand, we are also keen to know about the advertising strategies, symbols and message used by Nike to obtain a distinct and clear position in the mind of their customers. A distinct positioning is important in helping Nike avoid threats from their competitors like Adidas and Puma. (Sarah Alian N.D)
Background of Company Nike
Nike was first started by Bill Bowerman and Phil Knight in 1957. Nike has already sold 1,300 pairs of Japanese running shoes grossing $8,000 in the first year. The logo of swoosh was designed by Carolyn Davidson and first used by Nike on June 18, year 1971 and register with the U.S Patent and Trademark Office on January 22,
This assignment will mainly discuss about three important topics which include the company, product and target market segment of the Nike. We would briefly discuss about Nike and the selected product’s background. In the other hand, analysis and examination on Nike’s advertisement, symbols and message would also be done.
A study would also be carried out on the personality and self of the brand and product. We would examine how Nike’s product personality can affect the customer buying decisions and how will it links to the customer self-image.
Besides that, a research of the target market segment and consumer analysis which states the criteria, profitability and changing customer environment of Nike would also be included in this assignment. Lastly, we would study about how psychographics and lifestyles and affect Nike’s product usage.
Introduction
We have decided to use Nike as our research company in this assignment as Nike is one of the most heavily advertised and best known brands in the world. There are about 190 countries worldwide which are selling Nike products now a day. In the other hand, they are also the leader maker of athletic shoes, equipment and apparel.
Thus, we are interested in finding out whom and what are the customers behaviors of Nike’s target market segments. In the other hand, we are also keen to know about the advertising strategies, symbols and message used by Nike to obtain a distinct and clear position in the mind of their customers. A distinct positioning is important in helping Nike avoid threats from their competitors like Adidas and Puma. (Sarah Alian N.D)
Background of Company Nike
Nike was first started by Bill Bowerman and Phil Knight in 1957. Nike has already sold 1,300 pairs of Japanese running shoes grossing $8,000 in the first year. The logo of swoosh was designed by Carolyn Davidson and first used by Nike on June 18, year 1971 and register with the U.S Patent and Trademark Office on January 22,