耐克公司的消费行为分析

Summary 概要

The Consumer Behavior of Nike耐克公司的消费行为

Introduction介绍

With the Olympic Games held in different parts of the world, sports have become a hot topic in the world. 在世界各地不同的地方举行的奥运会，体育都是已经成为世界范围的一个热门话题。There are more and more people who really want to join into the sports and buy the sports’ products as well. In our sports’ markets, Nike is undoubtedly the most popular brand. So many people always ask that: “Why do people buy Nike?” This presentation will describe the main reasons why people buy Nike, and explain different factors that affect consumer behavior in the process of purchasing Nike.http://www.ukassignment.org/lxslw/

 

Background背景

It is the surprising news to know that Nike, one of the world’s dominant shoes, clothing brands and the experts of sports equipment was appropriately named after the Greek goddess of victory, and it only was the inspiration for the name that caused by a dream. 这是一个令人惊讶的消息，耐克，是在世界上占主导地位的鞋子品牌，服装品牌和体育器材的的命名的寓意是取自于希腊女神的胜利的意思，名称是来自于灵感，以及所代表的一个梦。(Baiker, 2006) In 1971, Johnson who worked as the company’s first full-time salesperson, made a fantastic contribution to his company: in one night’s dream, he got the name of the Greek goddess of victory that called Nike and suggested this name to his company. Then “Nike Brand” has been built in that year. (Vann, n.d.) After nearly 40 years of development, Nike brand has producing apparel, footwear, equipment and other relative products. Especially in footwear, Nike includes basketball, football, soccer, running, skateboarding, golf, cycling and softball. It covers most of sports’ products. (Annie, n.d.)

 

Why do people buy Nike in modern society? 在现代社会人们为什么买耐克？

According to Nike (NKE) (n.d.), Nike’s sales have grown 52% since 2005 reaching $18.6 billion in 2009. The rapid increase in sales can be attributed primarily to the rise in consumption emerging markets like Russia and China. It indicates there has formed many new markets of purchasing Nike products which is associated with the 2008 Beijing Olympics and European Football Championship. In modern society, it is fact that more and more people begin to fall in love with sports (Nike). Not only the feeling which is brought by the TV programs or advertisements, but also the self interest and motivation on the sports (Nike). Firstly, wearing Nike will make people realized themselves have join into the sports. Nike seems to be a high involvement product for people to purchase and participate. When people are wearing Nike, they can definitely enjoy the feeling of high quality of Nike’s products, such as comfortable, breathable and security. Teenagers buy Nike that will have the chance to meet their idol superstar and also can make interaction with the famous player. These experiences will encourage teenagers to build the right attitudes in their life and study hard. Adults buy Nike are really helpful for them to relax or have a rest. Wearing Nike to be a team or play with you friends, roommates and colleagues, these activities will help adults to get rid of the pressures and build more relationships with each other through the sports. Nike has become a famous tool for people to enjoy the quality of activities, establish the correct attitudes, reduce the pressures and make more friends in their life.

耐克是提升人们生活质量的一个比较有名的工具，可以树立正确的态度，降低人们的压力，可以使得他们的生活中结交更多的朋友。

Nike is the expert of sports’ equipment

Because Nike is the expert of sports’ equipment, there are many aspects of advantages that attract people to buy Nike products:

Firstly, Nike has a perfect quality of wearing. No matter what sports you do, Nike always let people experience the most comfortable feeling. It is worth mentioning the air series, aimed at people’s sweating in sports, it can let clothes and shoes breathe freely

Creativity for individual is the second advantage of Nike products. Each season of new products are designed to cater to the needs of the market. Such as the Air Max series, it has been particularly offered for the running people. In order to accord with the current events, Nike usually makes some memorial clothing or shoes with totem, such as the Beijing Olympics and the 2010 World Cup.

Technical innovation is the most important part of Nike’s development. Nike team also tries their best to reform their techniques. Through the experiments, Nike team can provide the new techniques or skills into the new products. For example, new Nike basketball shoes which have super air cushion, let athletes can jump higher than before.

To be trendy is another benefit that Nike brings to people. With the sports events held in the world, the perception of many people have been transferred, from passive watching to active participating. Now people have perceived that participating into the sports is a useful way for self identity. Following the celebrity effect, many people get to know who are they and build the self-confidence or dream when they make interaction with the superstars or outstanding players.

Finally, Nike also offers the diversified products which contain apparel, footwear, equipment and other relative products. These merchandises usually cover different kinds of sports, such as basketball, football, soccer, running, skateboarding, golf, cycling and softball. Nike reaches every aspect of a matter. Let us quote a classic sentence from Nike: “Nothing is impossible!” 

 

Reasons of Nike purchasing and decision making耐克公司的采购和决策的原因

It is easy to understand why people choose to buy Nike, however, which things would they care when they are making a purchase? 这是很容易理解人们为什么选择买耐克，以及他们为什么会关心他们在购买的是什么吗？In fact, when consumers are marking a purchase, there are three categories that effect consumer buying behavior: personal, psychological and social. These three factors are associated with an individual’s demands for buying the real products and services. Reaching the final satisfaction is the necessary element to offer the motivation and interest for the purchasing decision. According to consumer behavior’s principles, from personal area to analysis purchasing Nike, male, teenagers and young people will form the main group of purchasing Nike products, because the young people are more interesting in the sports and stimulating activities more than the older people. Focusing on the psychological effects, more and more sports competitions or events in the world can motivate people’s interests and change their perception for the Nike. People want to buy Nike is due to the influence by the TV show, advertisements or celebrity. For Nike, many superstars have been invited to become Nike’s spokesperson. The lifestyle, attitudes and personalities of these stars will influence their fans deeply. These characteristics of successful spokesperson can be considered the good reputation or characteristics of Nike. According to the Means End Chain model, through the good quality of Nike products, consumers can find the successful values of wearing Nike, so they are enjoying the goods’ functions and services. It is the essential element to make decision for purchasing Nike products. In the last, consumers’ decision also can be related to the social factor. The families, friends or social groups who are surrounding consumers always present the loyalty to Nike brand. Consumers’ friends will choose Nike because of its product quality, service efficiency, store reputation, advertising, salesperson’s knowledge and persuasion, meanwhile, consumers’ perceptions and attitudes will be changed as well. All of these factors can influence consumers to make decision for purchasing Nike products unconsciously.

 

Conclusion 

In conclusion, Nike brand has already became into a famous brand in the sports markets. According to Nike famous slogan ”Just do it”, consumers buy Nike for more mental and physical reasons in the modern society, such as to do physical exercises, express emotions for relax, enjoy the social interactions with friends and others, to build the correct attitude, relationship, lifestyle, self-confidence and self-identity. Based on Solomon’s theory (2008), the main factors that will affect consumer behavior are the attitude, emotion, affect, personality, self-concept, social interactions, cultural influences, and information processing. 会影响消费者行为的主要因素，是人的态度，情绪，情感，个性，自我概念，社会交往，文化的影响，和信息处理。