Chapter 12: Consumer Diversity

 Age Influences

Nike influences young kids, millennials, generation Y, and generation X consumers. Nike tries to target a broad market as they try promoting their products to target all types of consumers from different generations. Nike tries to target consumers 18 and over as this group now makes up more than 76 percent of the overall U.S. population. Nike is successful to all ages because people keep talking about the brand through text messages, blogs, social networking, and online reviews.

Gender Influences

All genders differ in traits, activities, and attitudes. These differences affect consumer behavior. Nike influences all people to be influential, powerful, motivated, leaders, independent, and willing to take risks. One factor that makes Nike a likable brand is because Nike does not target a specific gender. Many brands out their target a specific sex/gender, for example, Victoria Secret, Claires, Topman, etc. Nike is for all people, which is why the brand remains popular worldwide. 

Sexual Influences 

Sexual orientation reflects a persons' preference for certain behaviors. People have different needs and preferences compared to all therefore Nike tries to be as diverse as possible to suit all people. Nike is successful in sexual influences because their marketing research is essential for understanding all within an overall consumer market. 

Regional Influences 

People live a different lifestyle and develop different behaviors from residents from another part of the world. For example, a kid from Los Angeles loves to wear his Nike muscle shirt on a nice sunny day in LA compared to so, a girl in Switzerland who loves her Nike Sportswear Down-Fill Windrunner. Cultural differences can affect how consumers think and behave. In such matters, cultural differences can affect one shopping behavior. 

Ethnic and Religious Influences

 Both ethnic groups and religion are major factors that affect consumer behavior. Ethnic and religious influences, are only two factors of the many elements that affect how consumers think, feel, and act. Members of a larger culture who like to learn about new cultures and think that cultural diversity is important will adopt subculture ethnic-oriented products. For example, a Nike campaign that targeted all Muslim women was their Nike hijab. When this campaign came out, it made many highlights as Nike an American brand now is transformed into a multinational corporation. The campaign marketed the product as stated on Nike.com, "The Nike Pro Hijab 2.0 is constructed from soft, sweat-wicking mesh with tiny holes for optimal breathability. Designed to fully cover your head and neck, an interior strap helps prevent it from slipping as you move." 

Racism and ethnocentricism can have the opposite effect, promoting such consumers to avoid products associated with particular ethnic groups. On the other hand, Nike is a brand that favors and welcomes all people. Their "Until We All Win" campaign is in favor of fighting the racial and gender inequalities happening in the world. The Until We All Win campaign states," Nike believes in the power of sport to unite and inspire people to take action in their communities. Equality isn't a game. But achieving it will be our greatest victory. Until we all win." Nike is using its brand awareness to fight for social issues, which is why consumers love the brand because they care for the people.