This creates its own opportunities, since product could become unfashionable before it wears out i.e. The study revealed that Nike had a Social Currency composite score of 120, which comes from the brand’s average score across seven different categories: personal identity, social identity, expression, conversation, affiliation, information and utility. H1: There is a promising correlation among brand loyalty and product quality on the customers purchasing the sportswear. Segmentation, Positioning and Targeting of Nike 3. The researcher used the information gathered from the questionnaire from variety of respondents. The existing consumers can gain information about new products from them and order from the official website. The intention and preference factor create the difference in purchase decision by the customer. In fact, Nike’s ads rarely, if ever, mention their products at all. Corporate Social Responsibility 5. Although the majority of Nike’s commercials are cutting edge andcreative, those very commercials can be weaknesses in Nike’s reputation.Consumer Cost: Nike has been accused of outrageously marking-up prices onmany of its products to cover the costs of advertising and sponsoring. The research conducted was designed to investigate the reaction of consumers to the Nike brand after the negative press and behaviour of one of their top celebrity endorsers Tiger Woods. Moreover, they are men, women or kids that are enjoying long walks, and for that, they need comfortable shoes. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, and how the consumer's emotions, attitudes and preferences affect buying behaviour. The publicfeels that Nike overcharges its consumers and should lower prices. There are two types of buyer –. 0 Acknowledgement Abstract 1. . Nike Sport is a representative brand of the sport shoes and the attitudes of customers are formed by the cognitive, affective and behavioral components. Measurement devices and the psychophysiology of consumer behaviour: A posthuman genealogy of neuromarketing. For example, those who purchase Nike Sport shoes may believe that Nike Sport is designed for those who are keen on the sport activities. Consumer Buying Behaviour and E-Commerce – An Indian Perspective.JOAMS, 1(2), pp.250-254. Produc INTRODUCTION A shoe is an item of footwear intended to protect and comfort the human foot while doing various activities. Singh & Sinha (2013) predicts that the consumers have two forms of buying decision process one is compound, it is nothing but extremely concerned. Content. Authors: Rita Fontelo de Oliveira. Assessing Youth’s Buying Behaviour towards Sports Shoes (A Case Study of Nike) Dissertation in “International Marketing”, 20 Swedish credits (30 ECTS) Author: Srungaram Narsimha Vamshi Krishna Supervisor: Venilton Reinert Professor: Svante Andersson S.S.No. Traceability and Risk A… The descriptive nature and the richness in the working policies are explored under the qualitative policy. consumers need to replace shoes. As we, all know that an individual with a positive attitude is more likely to buy a product and this results in the possibility of liking or disliking a product. RESEARCH METHODOLOGYResearch DesignThe research design is exploratory and descriptive in nature as it involves studying the consumerbuying behaviour of sports shoes, their perceptions about various sports shoe brands, theirmotives of purchase, their attitude towards the brand, their perceived risks … The two policies that are undertaken for investigation are qualitative and quantitative policies. The new survey suggests that Nike (NYSE:NKE +1.56%) ranks number one in these consumers’ perception of innovation as well as fashion and … Consumer Behav., 14(3), pp.158-164. Political Studies, 59(4), pp.867-883. Nike. Exploring the role of discourse in marketing and consumer research.J. Shoes are also used as an item of decoration. This model has put forth the factors that influence consumers. FAQ Today, consumer behaviour is a multidisciplinary science that investigates not only the consumer decision-making process and the acquisition of product, but also the further activities of the consumer after the purchase of the product, such as using, evaluating and rejecting the product or service (Blackwell et al. Or amateur athletes first took the consideration of organizational budget or cost, if ever mention! Actually want research on buying Behaviour among group buyers: the case Croatia... The focus is on the information gathered from the questionnaire from variety respondents. 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