Consumer Decision Making

Phil Knight and the Nike team do a very good job in influencing consumers to purchase their products over rival companies. They have done well with keeping customers satisfied with their products, and their always one of the companies recommended when it comes to purchasing athletic wear.

In America alone Nike owns about 37% of the US athletic shoes market, and 60% of the total consumer market purchase Nike products. Compared to Reebok its biggest competitor which only owns 20% of the US athletic shoe market. Nike products almost sell on their own, with websites that are only made for the purpose of letting customers know when the latest Nike sneakers are being dropped. Thousands of teens a day log on to the Internet to search which Nike sneakers they would like to buy next or just add to the collection. Nike has done a great job in turning the purchase of sneakers into almost a hobby. People now look at Nike sneakers especially the older editions as "classics". Stores and sellers raise prices on merchandise according to the date it was made almost how art pieces are sold.

With all the big time athletes wearing their sneakers, and innovative products Nike almost checks off any need in a consumer decision process. They have the history of reliable products at the right price, and have been a factor since they first entered the market. Nike has been successful with setting trends or keeping current with the needs of their market which is the reason for their consistent progress.

LINKS:

http://library.thinkquest.org/3088/company/nke.html

http://www.articlesnatch.com/Article/Nike-s-Popularity-Over-The-Footware-Business/400185