Chapter 1& 2: Understanding Consumer Behavior and Identifying Motivations, Abilities, Opportunities

 Understanding Consumer Behavior

    Why is it that everyone loves Nike shoes and apparel? As we visit Nike stores and outlets there always seems to be a huge crowd of people shopping or admiring their products? Why is that?

    Just by going inside a Nike store, the interior design of the store department catches the attention of shoppers. The bold colors bring the attention of people as they are walking inside the store. Store managers set up the products in a layout that makes Nike apparel seem like they are luxurious and must-haves.

    It's not just all about the store display interior that attracts consumers in, but it's about Nike understanding the needs and wants from their audience. The target audience of Nike is youth, teens, and young adults who dress towards pop culture and streetwear. As we attend large gathers like events, schools, community events, etc. when we look down and see what people are wearing they are wearing Nike shoes either running shoes or streetwear Nikes. As we look up we see logos that say "Just Do It" or the famous checkmark. Nike is continuing to evolve as they study their target audience and encourage them to persuade something they are passionate about it if its sports or academics. 

    Aside from in-store displays that give a bold look at the Nike lifestyle they want their consumers to mimic, Nike sends strong messages through their campaigns. Back in 2016, Nike decided to run a remarkable ad showing the face of Colin Kaepernick, the NFL football star who refused to stand for the national anthem before his games. Kaepernick was sending out a message about police brutality and social injustice towards his counterparts by kneeling during the national anthem, which made waves for his career. 

    Nike then made a campaign showing Kaepernick’s face with a message across the advertisement that read “Believe in something. Even if it means sacrificing everything.” This was fearless of Nike to do since this political movement has divided groups that each see this advertisement differently. This article by Sarah Vizard explains the impact the campaign had on the business by surveying 1,000 consumers. Surveying as a market research technique allows for deep insights into the sensitive behaviors of consumers and as we can see from the statistics, it reveals what consumers like and don't like. It is interesting to see the response to the campaign - 33% are more favorable of the brand, 30% are more favorable of the brand, and 37% claim the campaign had no impact on their view. 

Identifying Motivations, Abilities, Opportunities

    Nike's reputation stretches to half a century, which is a massive milestone for the company. Over the years and years, Nike kept growing exponentially and attracted many new consumers of all ages. As of now, Nike is now a premium-brand, selling a variety of designed and affordable shoes. Nike is very smart with its marketing strategy too. It is their distinctive logo and slogan, "Just do it." 

Now what motives Nike customer's to buy Nike products continuously? There are many reasons, but the most common ones are their advertisements, subliminal messages, stance, commitment, and emotional attachments. There is a lot more going on in the ad than you think it is. Many people can interpret these in many unique ways. Every one of them is inspirational, motiving, and captivating. Each holds their own stories and tells that greatness can be achieved in all of us. They are all memorable and work of art. For instance, with the recent passing of the famous and the one best basketball players of all time, Kobe Bean Bryant, Nike released this advertisement or tribute if you many want to call it. I see it as both. 

    After viewing this advertisement, how do you feel? This is what Nike is trying to convey. This is one of their strong-suit abilities and strength as a company. Nike understands its consumers and is tapping into their minds with their emotions. Kobe Bryant was a role model for many sports fans over the world. He is idolized as the greatest in our past generation after the retirement of Michael Jordan. He is praised and loved by many for his talents and skills. He was also another reason that brought Nike's success over the past decade. In recognition of his legacy, Nike created this advertisement to honor the late Kobe Bryant and thank him for what he has accomplished. Plus, to motivate and uplift their consumer to be happy and to be "better". It's the feeling of creating positivity and believing that you are valued as a consumer. 

     From experience, I have always bought and worn Nike shoes entirely of my life. I never bought off-brand shoes other than sandals. You can say I am a loyal customer and the reason behind it is that I know Nike values and understands its customers. Nike creates opportunities for its customers to purchase limited-time products that require them to preorder. It's the first-comes and first-serves type of deal. These are time exclusive and there is only a limited amount produced for its exclusivity. If a customer can purchase this limited edition product, it makes them feel special over their fellow Nike loyal customer. Of course, this reinforces them to attempt this type of purchase method again in the future. In short, they do not want to miss an opportunity to stand out amongst the crowd. However, do not be discouraged as the opportunity to purchase these time-exclusive returns on an annual schedule.