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Brands Influencing Consumer Buying Behaviors at Nike

1. Introduction

The motive behind this research is to explore the consumer behavior or their buying behavior while purchasing sports shoes. This report may pressure on the information gathered from early stages of buying the sports shoes.

  • Aim of the Research Work

The aim of the theory is to find out the factors that are controlling the adolescence while purchasing sports shoes.

  • Objectives of the Research Work

The main objective of this research work is to analyze or look after the factors which consumers assume. The following objectives are:

  • To observe that how brand’s impartiality influence the consumers’ buying behavior.
  • To scan the significance of impartiality of the brand.

1.3 Hypothesis

H0: There is a positive and essential interconnection among the brand loyalty and method on customers purchasing the sportswear.

H1: There is a promising correlation among brand loyalty and product quality on the customers purchasing the sportswear.

2. Literature Review:

2.1 Introduction:

Singh & Sinha (2013) predicts that the consumers have two forms of buying decision process one is compound, it is nothing but extremely concerned. When the customer is extremely connected with a particular brand or organization sometimes it become extremely dangerous or unsafe when it is about trusting or managing loyalty against each other (Singh & Sinha, 2013). The chapter, further, deals with the buying decision process of the customers, Consumer Behaviors model and the chapter review.

2.1 Buying Decision Process

The process through which a customer goes while purchasing a product is the buying decision process. This process answers the questions like what is the need of the customer or what the customer actually want? It further helps to understand the information related to evaluation of choices, pre- and post-purchasing evaluation etc. The buying process starts with the wish of or need of buying a product which further distinguish the buyer’s desire for a particular product. It further explains the internal and the external stimulus of the buyer. Post-purchase evaluation consists of the consumer’s evaluation of decision for buying a particular product. At this stage, consumer’s evaluation play an important role because it further helps to understand the loyalty factor towards the product and the manufacturing unit or the company from where the products has been purchased.

2.2 Consumer Behaviors model

Buyer’s behavior plays a vital role in the field of marketing. There are two types of buyer –

  • Industrial or organization buyer
  • Individual buyer

Industrial or individual buyer first took the consideration of organizational budget or cost. Thus, the decision process takes place in joint; the individual buying decision is not that much considered. In such cases, conflicts may occur which becomes hard to avoid. Therefore, to understand organizational buying behavior, the focus is on the buyers and their expectations from the product. It, somewhere, more complex and possess distinct features as compared to the individual buyer. Trinh (2014) provides that a varieties of models are there to describe consumer behavior. One of those is ‘The Howard Sheth Model’ of buying behavior which further tends to throw light on the rational brand behavior that consumers show when they possess incomplete information and limited abilities (Trinh, 2014). This model has put forth the factors that influence consumers.

2.3 Chapter Summary

The report highlights the factors affecting or influencing buyers decision or buyers behavior while purchasing sportswear. In this report, the researcher expands the consumer behavior model and the consumer’s buying process.

3. Research Methodology:

3.1 Research Design

The two policies that are undertaken for investigation are qualitative and quantitative policies. The descriptive nature and the richness in the working policies are explored under the qualitative policy. The qualitative data consists of clarification and the richness in its expressive nature.

3.2 Research Philosophy

In this research, the researcher focuses on the optimistic criteria of explaining buyer’s behavior while purchasing the sportswear from the brand like Nike.

3.3 Data Collection Method

The researcher used the information gathered from the questionnaire from variety of respondents. With the careful efforts and promise that all questionnaires query to the respondents were recognized, the researcher attain the best possible feedback by making a survey.

3.4 Sample size

In the collection of quantitative data, probability and non-probability sampling both possess separate significance.  The probability sampling has been used in the research where the collection of data is based on self-governing human decisions.

3.5 Research Ethics

Ethics are the measurement of how people manner themselves in the process of social relations. The valuable viewpoints of the respondents were appreciated in the study. The self-possessed primary data was not tailored in any way and was conducted with privacy bindings.

3.6 Limitation

The careful study of the market situation in this survey includes a sample size of 406 which was the personal one. The resource review was prosecuted for the period of 3 months. The responses and the attitude may subject to change as per the need and occasion.


Chronis, A. (2015). Substantiating Byzantium: The role of artifacts in the co-construction of narratives.J. Consumer Behav., 14(3), pp.180-192.

Fitchett, J. and Caruana, R. (2014). Exploring the role of discourse in marketing and consumer research.J. Consumer Behav., 14(1), pp.1-12.

Harman, S. (2011). Governing Health Risk by Buying Behaviour. Political Studies, 59(4), pp.867-883.

Schwarzkopf, S. (2015). Measurement devices and the psychophysiology of consumer behaviour: A posthuman genealogy of neuromarketing. BioSocieties.

Singh, S. and Sinha, P. (2013). Consumer Buying Behaviour and E-Commerce – An Indian Perspective.JOAMS, 1(2), pp.250-254.

Stulec, I. and Petljak, K. (2013). The research on buying behaviour among group buyers: the case of Croatia. IJKBD, 4(4), p.382.

Trinh, G. (2014). A stochastic model of consideration set sizes. J. Consumer Behav., 14(3), pp.158-164.

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