Consumer Decision Process of Nike

In this century, customers are the potential buyer of products. Most of the companies are concentrating on improving the relationship between with customers. The result shows that bettering the partnership between companies and customers can retaining customer's commitment and attracting clients, this romance is importance to many businesses. In case a company having good romantic relationship with customer they understand customer needs and needs and to fulfill the customers. Example: Nike Company have provide good customer services, when customer facing issue of Nike product customer can send e-mail with question associated with buys and Nike Company will solve the problem within 1 working day or contact to Nike Company cell phone lines of customer support to get the solution. Customer can sign in Nike website to check the latest Nike products, make buying, shipping and dividends. Customers can solve the problem easily by send e-mail or calling and without heading any store customers can buy their products through Nike website.


Nowadays, Nike Inc is the earth largest markets of athletic shoe and garments, also the world leading company of provider athletic footwear, accessories, sportswear, and main maker of sports instruments. Nike is worldwide brand and the merchandise that sold in about 110 countries, Nike Company had more than 30, 000 employees across the world.

In 1962, Philip Knight was record athlete of middle-distance runner team member as an undergraduate at University of Oregon. Philip Knight going to Japan communicates with Onitsuka Tiger to import some shoes to United States; Philip Knight thought that Japanese shoes would break the German shoes dominance in USA with Japanese product. In 1964, Philip Knight relationship with Bill Bowerman was monitor coach at University or college of Oregon. Charge Bowerman and Philip Knight was the founder of Nike, at that time Nike originated known as Blue Ribbon Activities. In 1968, Bowerman possessed worked long time to designs and changed of prototype Blue Ribbon Athletics, his designed shoe was successful which known the shoe as Cortez. In 1972, Blue Ribbon Athletics was manufacturing the merchandise overseas by their own lines independently and transfer to United States. At exactly the same time, the company unveiled the new symbols with Swoosh hallmark and the brand Nike it signify the Greek goddess of win. In 1978 Blue Ribbon Athletics had rename the business name to Nike Inc. In 1988, Dan Wieden who created the slogan called "Just Do It" for 1988 advertising marketing campaign and nowadays this slogan had became the known trademarks. In 1999, Nike acquired begun selling shoes and other products by used e-commerce and straight selling products to consumer through company website.


The consumer decision process (CDP) model is important for making marketing decision; CDP is the level of consumer undergoes before, during, and after purchasing the service or product in decision making operations. In first stage of CDP starts with need reputation, the buyers know very well what their problem or need among current motivation point out and desired motivation state. For instance, I found a commercial for brand new series pair of Nike shoe, to encourage me that we desire a new Nike shoe. Customer might need to go through the stage step-by-step atlanta divorce attorneys purchase. However, in daily purchase customer can miss the stage of information search and evaluation straight to get decision. For instance, I feeling starving need to buy food and I straight forward to make purchase decision to buy my preferred food McDonald.

The next stage of CDP is information search; under information search consumers can search information relating to external or internal resources of information. Internal sources of information are the information retrieved knowledge from storage and the info may be predicated on a person previous experience, past chat, or articles read previously. External sources of information can get from environment could possibly be the new sources of information you need to include friends, family, salesperson, adverts, brochures, websites, and marketing article. The marketers will identify which aim for marketplaces of information resources are most influential, the impact of the sources of information will rely upon the products and customers. For example, I want to buy new couple of shoe and before I buy I will take advice from my friends of these experience on different brands of shoe and search information about the business brand product quality.

The third stage of CDP model is evaluation of alternatives, which the consumer evaluation solution bounds in the decision established by using information. Analysis is an important determinant of the degree is if the customers feel "involved" in the product. By involvement, which means the scope of recognized relevance and importance that accompanies with the own choice. The participation possessed categories into low-involvement acquisitions and high engagement purchases. Low-involvement buys suggest have simple and low expenditures in analysis process. For instance, buying soda and food in the supermarket is under low-involvement purchases. High involvement purchases are usually top quality goods and involve in high expenditures or personal risk. For example, doing business, making investment, buying house and car are under high-involvement buys. Nike shoe is categorising in high-involvement purchases because is branded goods and comparing with other brands Nike much more expensive than usually brands.

The fourth level of CDP model is purchase, the stage that consumer actually buy the product. For example, after I browse the advertisements Nike shoe, I consider buy the Nike shoe to fulfilling my need or want. The buying decision might take place immediately or in few weeks later. The seller might need to attributes the merchandise by compared with the competition with own advantages and giving trial or sampling of the merchandise hope the sale increasing.

The final level of CDP model is post-purchase analysis, after customers choose the product and used, the clients will compares it with expectation on their earlier experience either the product is satisfied or not. The "cognitive dissonance" strategy will commonly take place when the clients experience concerns after making purchase decision. Cognitive dissonance imply the customers buy new product is preferable than the merchandise is using and customers might not exactly repurchase the product is using or moving over other brands. For example, before I purchased Nike shoe I used to be wearing Bata shoe, I feel like Nike shoe is more comfortable and good quality therefore i might not repurchase Bata shoe and changing your brain to buy Nike shoe. To manage the knowledge success is the job of the marketers to persuade the actual customers to get the merchandise will gratify their needs, for the customers that purchased the merchandise should be prompted that their decision making is to repurchase the merchandise and avoid them changing their mind to choose other product. For instance, I needed bought Nike shoe and using it, I feel that Nike shoe offering more comfortable and good quality than other shoe. In future purchase decision I am going to repurchase the Nike shoe since it satisfies my needs.

Psychological core

The process of perception, drive, learning and attitude is under the internal process of subconscious core.


There are three levels along the way of perception starts with consumer subjection and attention to stimulus the consumer to interpretation. Publicity and attention are state as highly selective imply that consumer only may use small section of the available information. Notion process which we affix meaning to the encompassing world, how consumer have an impact on by the five senses (vision, reasonable, touch, smell and taste).

The first level, publicity is the scope to people aware stimuli that within range of their sensory receptors. For instance, (eyes, ears, nasal area, mouth, fingers) such common stimuli as audio, color and smell.

Second stage of perception process is attention, attention happen when the stimulus activates the receptor nerves and send the consequence of sensations go directly to the brain for control. For example, Nike has created visual identity with their ads through television, newspaper and to catches consumer attention.

The final stage of belief process is interpretation, interpretation indicate that individuals assign to sensory stimuli. Two people doing the same event but their interpretation maybe different with one another. For example, a glass filled with half normal water, person A say the a glass was half full and person B say the was glass 50 % empty.

Learning and Memory

Learning can defined as relatively everlasting change in corporation of long-term recollection or experienced behaviour or in this content and is the result of information processing. A couple of two categories storage area, short-term recollection (STM) and long-term memory (LTM).

STM is known as working memory space, STM only store information for limited time frame and its capacity limited, to prevent short lived memory must always repeating the information though maintenance rehearsal. For instance, to keep in mind the presentation talk in capacity limited I have to constantly repeat the speech again and again to avoid the memory in short lived.

LTM is allow to store the info for permanently and its own infinite capacity. LTM comprise into two type of recollection there are semantic memory and episodic memory. Semantic memory identifies the person feeling and knowledge of the concept. Episodic memory relates to the sequence of event that is in person relevant. For example, a kid who has almost drowns and triggers the kid phobia to the water even when your child developed.

There are two situations in learning and memory space which are high and low-involvement learning. The problem of high-involvement learning is motivated to process or learn the data by consumer, and low-involvement that your consumer has little or no motivation to the process or learn in data. Normally consumers learning happen in relatively low participation contexts. The way of communication should be organised by the client to expect what they have from different with respect to the level of participation.


There are two inspiration theories which can be Maslow's Hierarchy of needs and McGuire's mental health motives. The theory of Maslow has 5 basic motives which basic terms and not useful in marketing. McGuire theory is fairly detailed group of motives for specific aspects and developed a classification these theories into 16 categories.


An frame of mind is define as long-lasting corporation of motivation, emotional, perception, and cognitive functions with the learned predisposition expressing that person like or dislike to an item as well as the way one think, feels, and acts to some aspect of our environment.

Attitudes serve four key function for folks that happen to be knowledge function, value-expressive function, utilitarian function, and ego-defensive function.

Knowledge function is the consequence of need for order, framework or and therefore formed by behaviour. This need is often present when a person is within an ambiguous situation or is met with a fresh product.

Value-expressive function attitudes are perform a value-expressive function share the individual central values and self-concept. For instance, people who protection the environment they'll recycle, reuse, save energy and purchase "green" product.

Utilitarian function is concern to the normal principles of punishment or praise. We develop a few of our attitudes for these products offer pleasure or pain. For example, A person like to drink Vanilla Coke the individual will hold the good attitude for the Vanilla Coke.

Ego-defensive function means the attitudes of individuals that are shaped to protect them-self either in inner feeling or exterior threats. For example, products like Marlboro cigarettes guarantee to help man build macho image will entice the consumers who are interest of masculinity.

The attitude has three components which are affect, behavior and cognitive and known as ABC model of attitudes.

Affective component consists of the consumer sentiment or feeling about specific product or a brand. For example, a man is in sad feelings when he see his favourites food, he not interest it.

Behaviour component consists of the consumer take on specific behaviour or action on the attitude object by the consumer inclination or response, and refer the genuine action or the intent to buy the particular products.

Cognitive component consists of the consumer values about particular product, and anticipating form of idea in the future. For example, cheap product indicate lower quality.

Consumer Environment


Nowadays, in the culture most people are concern about their health so those people are preferred to do exercise. Doing exercise they needed exercise accessories and requiring having good quality and comfortable shoes to wear and prefer to Nike products.


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http://www. slideshare. net/BBAdvisor/bb-chapter-nine-learning-and-memory

http://www. scribd. com/doc/19769789/Consumer-Behaviour-4-Attitude

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