CB - CIA3 - Group 8

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MBA 442M CONSUMER BEHAVIOUR
CIA 3
QUALITATIVE RESEARCH ASSIGNMENT
ON
CONSUMER ATTITUDE TOWARDS NIKE
Submitted By
Group 8
Harsh Deep Mittal 2027805

Felix J.P. 2027919
Bhagyashree Anvekar 2027946
Nikhita Mathew 2027947
Ashitha Thankam Benson 2027950
IVTH TRIMESTER
SEPTEMBER 2021
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TABLE OF CONTENTS
Sl.No. Title Page No.
1 Introduction 4
1.1 Brief about the brand Nike 4
1.2 Products under Nike 4
1.3 Marketing strategy of Nike 6
1.4 Psychological factors influencing Consumer Behaviour 6
2 Problem Definition 8
3 Scope of research 8
4 Objectives of Research 8
5 Theoretical Framework 8
6 Methodology 11
7 Discussion Guide 12
8 Transcripts 13
9 Analysis 26
9.1 Tri-Component Model of Attitude 26
9.2 Content Analysis 27
10 Theoretical and Practical Implications 28
11 Management recommendations to the Branding team 29
12 References 31
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LIST OF TABLES
Sl.No. Title of the Table Page No.

9.1 Content Analysis 28
LIST OF FIGURES
Sl.No. Title of the Figure Page No.

1.1 4
Financial Performance of Nike from 2005 to 2021
1.2 6
Psychological Factors
5.1 Tri-component Model of attitude 11
LIST OF CHARTS
Sl.No. Title of the Chart Page No.

1.1 5
Total number of Nike retail stores from 2009 to 2021
1.2 5
Revenue market share of Nike
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1. Introduction
1.1 About Company
Nike, Inc. is an American multinational business that designs, develops,

manufactures, and sells footwear, clothing, equipment, accessories, and services all
over the world. With revenue of more than US$37.4 billion in the fiscal year 2020,
it is the world's largest seller of athletic shoes and clothing, as well as a significant
maker of sports equipment. The brand was worth more than $32 billion in 2020,
making it the most valuable brand in sports. Nike was formerly valued at $29.6
billion in 2017. Nike was placed 89th on the Fortune 500 list of the world's most
profitable companies in 2018.
The company has a market cap of $257.26 billion with a P/E ratio of 44.9. Some of
the financials of the brand are as follows:
Figure 1.1: Financial Performance of Nike from 2005 to 2021

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Nike sells its goods under Nike, Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air
Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, Nike CR7, and Jordan
Brand and Converse brands, among others. In addition to manufacturing athletic apparel
and equipment, Nike town is a chain of retail locations. Nike supports many high-profile
athletes and sports teams throughout the world, and its trademarks "Just Do It", and the
Swoosh emblem is well-known.
Chart 1.1: Total number of Nike retail stores from 2009 to 2021
Chart 1.2: Revenue market share of Nike
1.2 Products
Shoes, jerseys, shorts, cleats, base layers, and other apparel for men, women, and children are
available for association football, basketball, track and field, combat sports, tennis, American
football, athletics, golf, ice hockey, and cross-training. Nike also produces footwear for
skateboarding, baseball, cycling, volleyball, wrestling, cheerleading, lacrosse, cricket, aquatic
activities, auto racing, and other sports and leisure activities.
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1.3 Marketing Strategy
Nike aired its first commercial television ads in 1982. The company promotes its brand primarily
through sponsorships and endorsements through sports celebrities. The first endorser was
Romanian tennis player Theodoriu Nastase. Nike has a lifetime athlete endorsement agreement
with Cristiano Ronaldo. Nike has had a recent deal for five years with Liverpool to manufacture
the kits.
1.4 Psychological factors influencing consumer buying behaviour
The study of how individual consumers, groups, or organisations pick, acquire, use, and dispose
of ideas, commodities, and services to meet their needs and wants is known as consumer behaviour.
It refers to the consumer's activities in the marketplace and the motivations behind those actions.
Consumer behaviour is influenced by social, cultural, psychological, personal factors. Human

psychology heavily impacts the buying behavior of a consumer. These influences are difficult to
quantify, yet they have enough clout to affect a purchase choice.
Some of the important psychological factors are:
Figure 1.2: Psychological Factors
i. Motivation
When a person is sufficiently motivated, it has an impact on their purchasing behaviour. A

person's fundamental requirements, social needs, security needs, esteem needs, and self-
actualization needs are only a few. Basic necessities and security demands take precedence
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over all other needs. As a result, fundamental necessities and security demands might drive
a customer to purchase goods and services.
ii. Perception
Consumer perception is a significant determinant of consumer behaviour. Consumer

perception is the process through which a customer gathers and analyses information about
a product in order to build a meaningful picture of that thing.
A consumer's perception of a product is formed when they see ads, promotions, customer
reviews, social media comments, and so on. As a result, customer perception has a
significant impact on consumer purchasing decisions.
iii. Learning
When a person purchases a product, he or she gains access to more information on the
product. Learning occurs throughout time as a result of experience. Skills and knowledge
play a role in a consumer's learning. While practice might help you improve your skills,
only experience can help you develop knowledge.
Learning can be conditional or cognitive in nature. Consumers are repeatedly exposed to a

scenario through conditional learning, causing them to build a reaction to it.
In cognitive learning, the consumer will apply his knowledge and abilities to the thing he
purchases in order to find happiness and a solution.
iv. Attitudes and Beliefs
Consumers have specific attitudes and ideas that impact their purchasing decisions. The
consumer acts in a certain way toward a product based on this mindset. This mindset is
very important in determining a product's brand image. As a result, marketers work hard
to understand customer attitudes while creating marketing efforts.
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2. Problem Definition
Nike is selling an aspiration more than a product. Nike evokes the feelings and needs of customers
that could only be satisfied through Nike’s products. The goal of the research is to understand the
buying behavior of consumers depending upon their psychological association with the brand.
Nike crafts its advertisements in a way that touches consumer’s emotions through emotional
branding. Hence, the research will be a tester or a reality checker of their advertisement campaigns.
The research will look into the psychological connection of customers through these
advertisements.
3. Scope of Research
The research aims to analyze the consumer attitude towards Nike and to understand the concepts
of consumer perception, brand loyalty, brand awareness and consumer psychology. We have taken
six respondents who have been using Nike products for five or more than five years. This research
focuses on the psychology behind the purchase decisions and how the advertisements shown by
the brand influences these decisions.
4. Objectives of the Research

★ To analyze the consumer psychology associated with Nike.
★ To understand the process of the attitude formation in consumers towards the brand and its
products.
★ To analyze the three components of the tri-component model with respect to Nike.
★ To analyze the influence of consumer attitude towards the formation of strategic branding
decisions.
5. Theoretical Framework
The theoretical framework will be centred on consumer behaviour and hedonic consumption.
Consumer behaviour gives a more nuanced understanding of consumption in economic theory by
including layers of emotions and other social factors into the decision-making process, such as
interpersonal relationships and beliefs.
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Consumer behaviour is the study of how individuals make decisions about what they purchase,
want, require, or act in relation to a product, service, or corporation. Consumers now have more
choices than ever before, as more businesses compete for their attention and money. Consumer
behaviour is crucial for competitiveness.
Hedonic consumption is the act of individuals consuming items in order to experience enjoyment
after meeting their fundamental necessities for food, clothing, and shelter. Hedonic consumption
is also defined as pleasure obtained from an encounter with a particular brand. Nike is an
expensive brand but stylish and provides excellent quality. So, the consumers will go through
hedonic consumption to consume Nike brand.
To evaluate the consumer behaviour of Nike, a psychographic behavioural method is used.

Psychographics is a qualitative technique for analysing consumers' psychological features and
qualities such as values, desires, aspirations, interests, and lifestyle preferences. Psychographics is
a marketing term that applies to the study of a consumer's emotions and values. Psychographics
elucidate the unique characteristics amongst consumers in terms of where they shop, the things
they purchase, and the companies they typically choose or remain loyal to. Psychographic analysis
aids in the comprehension of the target audience by gathering insights about their interests, values,
and attitudes.
The study of brand attitude will help to find how familiar the Nike brand is. This is analysing to
find brand awareness of Nike. Brand awareness is a broad phrase that refers to consumers'
familiarity with a brand or its products. Simply said, brand awareness is a measure of a brand's
ability to be memorable and identifiable to its target audience. Brand awareness signifies the
degree to which your target audience associates and recognizes your products, services, and entire
business. Brand recognition refers to a consumer's ability to correctly recognize your brand based
on visual factors such as your logo and colours.
The perception of people also analysed through the study, so the brand perception of Nike also can
be analysed. The brand perception of a product or service is what people believe it reflects, not
what the company that owns the brand claims. Customer perception of a brand is depending on
their use, experience, functionality, reputation, and word of mouth recommendation via social
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media channels and in person. Brand perception studies assist you in determining your brand's
market position in comparison to your competitors.
Consumer sentiment about a brand will be assessed through market research. The brand attitude
reveals how consumers feel about a product or service, if the product meets a consumer demand,
and how much the product is desired. Brand attitude has always been a significant role in
determining consumer behaviour.
From the interview with the consumers of Nike, we can analyse their customer satisfaction, brand
trust, repeat purchase behaviour etc through the study. So, we can study how loyal Nike consumers
are. Consumer brand loyalty refers to the favourable associations they have with a particular
product or brand. Customers that demonstrate brand loyalty are devoted to a product or service, as
seen by their repeated purchases in the face of competitor efforts to entice them away. Customer
perceived value, brand trust, customer satisfaction, repeat purchase behaviour, and commitment
are identified as the primary determinants of brand loyalty.
The tri-component model of attitude states that attitude has three components namely cognitive
component (Knowledge), affective component (Feeling and emotion) and conative component
(Action). The cognitive component deals with knowledge about any product or service which leads
to the formation of an attitude. Consumer attitude is formed based on the experiences and
information they receive from personal and impersonal sources. The affective component deals
with feelings and emotions related to attitude. An attitude can be positive, neutral or negative. In
this component, we look at the consumers’s feelings and emotions towards a product or service.
This component would depict favourableness or unfavourableness for a product or service. The
last component is the conative component which deals with the outcome of the attitude. This
component indicates the action an individual takes with respect to the attitude formed for a product
or service. The conative component is the only aspect of the model which can be observed as the
first two components are psychological in nature.
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Figure 5.1: Tri-Component Model of Attitude
6. Methodology
For this study we have used qualitative research which included personal interviews and secondary
research. We interviewed 6 individuals who have been a regular user of the Nike brand for a decade
or more. We designed a questionnaire as per the guided format which helped us discuss the
required topic and gain insightful inputs from the respondents. The questionnaire was an open
ended one which helped in better understanding of the consumers attitude towards the brand. On
the other hand we also used secondary research where we referred a lot of analyst reports by top
consulting companies like BCG, McKinsey etc to understand the consumer behaviour for Nike as
well as referred the internet to apply specific models to our study.
Qualitative research is a type of market research that relies on open-ended and conversational
contact to gather information. This strategy considers not just "what" people believe, but also
"why." Qualitative research methods allow for in-depth probing and questioning of respondents
based on their responses, with the interviewer/researcher also attempting to understand their
purpose and sentiments. Understanding how your target audience makes decisions might aid in
market research conclusions.
One of the most prevalent qualitative research methodologies is conducting in-depth interviews. It
is a one-on-one interview conducted with one responder at a time. This is purely a conversational
strategy that allows you to elicit more information from the subject. One of the benefits of this
strategy is that it allows for the collection of exact data regarding people's beliefs and motivations.
If the researcher is skilled, asking the proper questions can aid in the collection of useful data. If
further information is required, the researchers should ask follow-up questions to aid in the
collection of additional data.
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Desk research is another name for secondary quantitative research. Researchers employ existing
data, sometimes known as secondary data, in this study strategy. The existing data is then
summarised and organised in order to improve the research's overall efficacy. This kind of study
entails gathering information from the internet, government documents or resources, libraries, and
other research projects.
7. Discussion Guide
➔ Introductory Note (5 mins)
Good Evening Respondents, Thank you for accepting our request and being part of this discussion.
Before we get into the interview, we would like to introduce ourselves. We are students of Christ
University, Central Campus, currently pursuing our MBA in marketing specialization.
➔ Purpose of the Interview (3 mins)
As part of our curriculum, we are conducting qualitative research on consumer attitude towards
Nike to understand the influence of consumer psychology in strategic branding decisions.
➔ Duration of the Interview and Topics to be covered (2 mins)
The interview is for 60 minutes and will cover the concepts of consumer attitude, perception, and
buying behavior towards Nike and its products.
➔ Format of the session (3 mins)
There are no right or wrong answers and respondents can engage in an informal discussion. The
session will be recorded for academic purposes and we assure you that your responses will be kept
confidential. All the respondents are free to ask questions if any during the interview.
➔ Warming up Session (2 mins)
To start off, we request each of the respondents to introduce themselves and give us an
insight into their background and areas of interest.
➔ Background Questions (20 mins)

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1. How did you get involved with Nike products?

2. How has been your experience with this brand?
3. How does wearing/using Nike products make you feel?
4. How long were you thinking of buying a Nike product before you bought your first one?
5. How does Nike differentiate from its competitive brands like Puma, Adidas, etc?
6. Do you feel that you are not price-sensitive when it comes to Nike products?
➔ Reflective Questions (20 mins)
7. How do you connect with the brand with regard to the advertisements?
8. How do you perceive the brand to make a difference in your life?
9. Have you tried other products from the Nike product range after your satisfactory
experience with the brand?
10. How does the brand influence your purchase decisions?
11. How does using Nike products have an effect on your social life?
12. Are you looking forward to a differentiated product line by Nike?
13. It is quite evident that Nike has a good presence in the market and has always been
innovative. Why do you think Nike has been successful in maintaining a consistent position
in the market given the changing consumer preferences?
14. What do you feel are the key takeaways for Nike with regard to this discussion?
➔ Conclusion (5 mins)
Thank you for taking the time out to share your experience with us. We are grateful for your active
participation and valuable inputs.
8. Transcripts
Respondent 1: Pratik
Ans. Pratik got involved with the Nike brand during his graduation. He is a boxer as an athlete
and during his training his trainer introduced him to Nike.
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Ans. Pratik is very much happy and satisfied with the brand. He said that switching from any
brand to Nike products will give you satisfaction. The comfort, quality, durability of the
product is very good. He also added that his 1 pair of shoes lasts for 3-4 years and gives
him a comfort level as if he is walking on clouds.
Ans. Pratik feels product and a sense of accomplishment while using Nike products. The sports
wear of Nike fills him with enthusiasm.
Ans. Pratik had an inclination and was thinking of buying Nike products since childhood, when
he was in school. But during school times there was no use of such high valued products.
Ans. According to Pratik, Nike promotes itself as a mindset, not brand or product. It sells a
mindset of staying healthy, staying fit. In addition, the comfort Nike products provide
differentiates it from other brands.
Ans. Pratik told us that prior to buying or get involved with Nike, the price of the products
would definitely come into mind and will refrain from buying it, but once he gets involved,
he understands the quality, comfort, durability of the product and agrees with the product
justifies the price.
Ans. Pratik feels enthusiastic and proud of using a brand like Nike. He again mentioned that
Nike promotes a mindset when the brand is endorsed by the sportspersons who are at the
top and the masters in their game like Messi, Ronaldo. It gives a sense of doing something
and not sitting idle.
Ans. Pratik mentioned that the brand develops a sense of responsibility towards oneself to be
fit and active. He also added that along with the sportswear the brand has app like NRC
(Nike Run Club) which track each and every moment, which further adds to the sense of
not being lethargic.
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9. Have you tried other products from the Nike product range after your satisfactory experience
with the brand?
Ans. He has used all the product except the baggage (Nike bags for travel and tourism)
Ans. According to Pratik, Nike is a brand which goes by its people and has a very strong and
positive word of mouth.
Ans. Pratik told us that he always looks at people wearing Nike as they have something unique
and special with them. He feels apart from people who do not understand the worth of the
product. He also feels being a part of the fitness freaks.
Ans. Yes, Pratik wants to use different Nike products.
Ans. According to Pratik, the reason for Nike's success is its regular innovation. Nike keeps
on reinventing like the aerodynamics of shoes.
Ans. Pratik suggested that Nike should also launch low priced products, especially shoes
because nowadays everyone wears shoes. So, having a budgeted line of products would
improve their revenues.
Respondent 2: Nishika
Ans. Nishika got involved with the Nike brand during her graduation. She is active in tracking
activities and a fitness freak. So, on the recommendation of her gym trainer she bought
one.
Ans. Nishika is very satisfied with the brand. She said that the products are comfortable. She
added that even after sale service is very good as she needs to change one pair during
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warranty, though she mentioned that the shoes last for 3-4 years. But she doesn’t feel so
for Nike’s apparel. She didn’t have a good experience with Nike’s gym wear.
Ans. Nishika feels enthusiastic and active while using Nike products.
Ans. Nishika had been thinking of buying shoes since her graduation, when she started going
to the gym.
Ans. According to Nishika, the comfort level and durability of Nike’s products are the key
differentiating factors.
Ans. Nishika is not price sensitive as she mentioned that the quality of product is superior of
any other brand. The quality and durability justifies the price and she is even willing to pay
more for Nike products.
Ans. The advertisements show famous sportspersons and Nishika takes that as a resemblance
of rigidness. Nishika feels positive and keeps this attitude while facing any difficult
situation.

Ans. Nishika mentioned that as the brand has a tagline: Just do it. So, the brand gives a sense
of facing the situations no matter how worse it is. She always wears a keep going attitude
in life.
9. Have you tried other products from the Nike product range after your satisfactory
experience with the brand?
Ans. She has used shoes and apparels, especially gym wear from Nike.
Ans. According to Nishika, based on her experience with Nike shoes she always had the
durability thing in mind which influenced her purchase decision.
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Ans. Nishika feels more comfortable and confident in friends while wearing Nike shoes. She
is a part of the group which goes on tracking and she feels that’s it is all because she had
Nike shoes.
Ans. Yes, Nishika wants to use different Nike products.
Ans. According to Nishika, the reason for Nike's success is its re-engineering, wide variety of
shoes- colour, sizes, styles.
Ans. Nishika feels Nike is doing great in the market. It has customer loyalty, greater brand
image. Hence, she isn't there in any space where Nike should improve.
Respondent 3: Prachi
Ans. Prachi was involved in sports since her schooling and since then she started using Nike
products. For more than a decade she has been a regular purchaser of Nike products.
Ans. . Prachis experience has been very good since her usage because of which she did not
switch her brand. It has never given her a negative experience.
Ans. Prachi says the design, shape and right fit makes her feel confident and also the fact that
Nike comes up with a variety of designs which are updated with latest trends makes herself
feel differentiated and updated.
Ans. Prachi was too young when she bought Nike products. It was for a reason that she was
going on a school camping trek for which her mother wanted to buy the best and
comfortable shoes for Prachi. Since her first usage she started sticking to the same brand
and hence mother acted as an influencer for her further purchases.
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Ans. According to Prachi, Nike is differentiated with their pricing strategy. They are on the
higher side of pricing. Also the designs by Nike are sporty, fashionable and latest and caters
the need of niche market as well as mass market. Also the wide range is the competitive
advantage. One example that she highlighted was, she had a muscle rupture during her
schooling and the doctor advised her to use high ankle shoes. But she could find it in any
of the brands except for Nike.
Ans. Prachi says she is price sensitive for particular products like apparels but not for all. But
when it comes to shoes she doesn't mind spending more and she's not price sensitive in that
case as she prefers the best quality shoes and finds Nike products to be worth enough.
Ans. Prachi has been using this brand for a long time and has never observed any TV ads and
it does not have any influence. Although she comes across various hoardings on the
highway with few latest designs depicted. But advertisements have no influence on her as
she has been fond of Nike since her childhood.
Ans. Prachi said that the brand does not make any difference in life as such but definitely does
in her social life. The brand makes her feel confident and gives her a status symbol among
her friends and family.
with the brand?
Ans. Prachi firstly bought shoes after which she was satisfied with its quality and comfort and
she bought floaters and then slippers. In a similar context the purchase went onto apparels
as well. Since then she has used all the product categories till date.
Ans. Prachi answered the same in the prior discussion.
Ans. Prachi answered the same in the prior discussion.
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Ans. Yes, Prachi wants to use different Nike product lines. She mentioned Nike could probably
enter into more sports equipment and for kids wear they have a limited addition and could
enter with a wide range in this segment.
Ans. Prachi states that Nike has been very efficient in reading the minds of consumers with
the help of surveys and good research techniques so it helped them be the number one
brand since years together. Since Nike has been updated with time they have been able to
be consistent in the market.
Ans. Prachi suggested that Nike should have an economical range of products and should target
the price sensitive consumers like students and other young age consumers with a different
sub brand under Nike so that it does not affect the brand image of Nike but at the same
time be able to cater the needs of larger mass and tap the market. Also they could enter into
a wider range of sports equipment.
Respondent 4 - Mathew
Ans- Mathew got involved with Nike products when he saw his friends and family use it. They
persuaded him to try out their products and Nike’s shoes were the first set of shoes that Mathew
had received.
Ans-Mathew is quite impressive with the brand and is extremely happy with the results. The
quality has been exceptionally good.

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Ans-Mathew feels confident and really comfortable while wearing the brand.
4.How long were you thinking of buying a Nike product before you bought your first one?
Ans- Mathew’s first set of Nike shoes were gifted to him, so it holds a special place in his heart.
Ans- Mathew feels "Nike" as a brand is more loyal to its customers as it offers the best quality
ones and it is more customer-centric as compared to its competitors.
Ans- Mathew is not price sensitive when it comes to Nike as he feels quality is his priority and the
brand is charging for the quality.
Ans- Mathew have always felt that Nike advertisements were a little bit different from other sport
brand ads. As an athlete and football player himself, he always liked the ads as well as the messages
they spread through their ads.
Ans- Mathew is not sure if the brand has made a difference in his life. But Nike's shoes were his
first set of shoes. So it will always have a special place in his heart.
with the brand?
Ans- Mathew is a big fan of Nike, so he has purchased other products such as bags and other
accessories. But the shoes from Nike are his favourite.
Ans- Mathew has 100% trust in the brand, so if Nike brings something new to the market, he
would be immediately attracted to it. That is the effect the brand Nike has on him.
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Ans- Since Nike as a brand has an esteemed status worldwide, owning products from such a brand
brings about a feeling of power and also pride.
Ans- If Nike is to launch a new product or product line Mathew would be the first in line to try it.
And yes, he feels Nike has immense potential and can bring about a variety of products and that
too in a sustainable manner.
13. It is quite evident that Nike has a good presence in the market and has always been innovative.
Why do you think Nike has been successful in maintaining a consistent position in the market
given the changing consumer preferences?
Ans- Mathew thinks this is because Nike is always in constant touch with their customers. For
them, customers are king. They always try to adapt according to the customer's needs. And also
they take into consideration the changes that are happening around as well. And that is why
consumers always come back to Nike for quality products with meaningful messages even though
many new competitors are entering the segment.
14. What do you feel are the key takeaways for Nike with regard to this discussion
Ans- Nike has great potential to bring about a change in the industry itself. Be it sustainability or
any other major change, Nike with the current technologies can bring about many breakthroughs.
And as a proud consumer Mathew is waiting for the same.
Respondent 5- Aravind
Ans- I came across Nike products through an online shopping app when I was looking for a new
gadget.
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Ans- Nike has an impressive product range and I am very happy with my purchases.
Ans- It feels good as the products are very durable and fitting is also good.
4.How long were you thinking of buying a Nike product before you bought your first one?
Ans- I took one week to decide before buying a Nike product. I compared Nike products with
other brands. Nike has very trendy designs that appeal to the younger generation which attracted
me and thus I decided to go for Nike.
Ans- According to Aravind, Nike is more affordable and has a wide range of options as compared
to its competitors. Aravind choose Nike over his usual brand Wildcraft.
Ans- No, I am price-sensitive with Nike products also. I consider price and quality the major
factors before purchasing a product.
Ans- According to Aravind, advertisements help increase visibility for a product and also help
consumers make an informed choice. Nike has been very innovative with its ad campaigns and
promotes the sportsman spirit.
Ans- Yes, it has made a difference in my life. The products maintain international standards and
are long-lasting.
with the brand?
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Ans-Yes of course, I went ahead to buy backpacks after my satisfactory experience with Nike
shoes.
Ans- The brand value does influence my purchase decisions. The amazing product line, trendy
designs and innovative ad campaigns match my personality and thus contribute towards my
purchase decision.
Ans- Nike products act as a status symbol as the product is very popular among youngsters for its
top quality.
Ans- Yes, I would suggest Nike should venture into the smart watches segment. I am interested in
smart watches and I feel Nike can compete with fastrack and other brands.
Ans- Nike never compromises with price and quality and majorly focuses on constantly updating
their designs and offerings which helps them to remain competitive in the market.
Ans- It feels really good that consumer reviews are taken by the brand to constantly improve their
product range. It is a positive feeling to know that consumer preferences are being given top
priority.
Respondent 6- Sarath

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Ans- While looking for a pair of shoes to be worn during a football match, I came across Nike
products. The products were affordable and had premium quality.
Ans- The experience has been amazing, The Nike shoes were very comfortable to wear and have
longer durability.
Ans- It makes me feel more confident and comfortable.
Ans- It took me a month to arrive at the decision of purchasing the product as I wanted to be sure
of the quality of the product before purchasing.
Ans- I think the price range and product quality is something which differentiates Nike from other
brands.
Ans- I am not at all price-sensitive when it comes to Nike products. What matters to me is the
quality of the product and since Nike products have premium quality, I am ready to pay more for
their products.
Ans- I feel Nike invests a lot in its advertisements. They make it a point to deliver the right message
to the right people through their advertisements. This helps the consumers connect with the brand
more effectively.

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Ans- Wearing Nike products gives me more confidence as the designs are very trendy and stand
out from others.
with the brand?
Ans- Yes, I bought a wallet and a backpack after my pleasant experience with Nike.
Ans- The brand offers a wide range of products with styles which make us feel different. It appeals
to the youth. Thus brand value is a major factor considering a purchase.
Ans- Nike products act as status symbols. They are very popular among the consumers and catch
the attention of people whenever we go somewhere.
Ans- I look forward to seeing Nike offering formal mens wear maintaining their premium quality.
Ans- I think the way Nike considers the consumer feedback and designs their offerings in line with
the current trends sets them apart from others and helps them to retain a consistent position.
Ans- I think Nike is very customer friendly and values our purchasing pattern.
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9. Analysis
9.1 Tri-Component Model of Attitude
We have used the tri-component model of attitude to analyze the responses given by the six
interviewees. The model has three components: cognitive, affective and conative.
➔ Cognitive Component- Through the responses from the interviews conducted, it is evident
that consumers have a certain amount of knowledge about the brand through personal and
impersonal sources. This knowledge leads to the formation of attitude in the minds of the
respondents. Few respondents came across Nike while browsing the e-commerce websites.
The trendy designs and colour options caught the attention of the respondents. Once the
consumer knows about the brand, they undertake secondary research to know more about
the product quality and pricing through the customer reviews. The respondents analysed
Nike as a brand before making the purchase decision. The primary requirements majority
of the respondents looked for is price affordability, high quality and long durability.
➔ Affective Component- All the respondents were happy and satisfied with the brand. They
had a positive attitude towards the product offerings of Nike. The major reasons behind the
positive attitude were the wide range of products, trendy designs, premium quality and
affordable prices. Most of the respondents felt confident and comfortable using Nike
products. It added to their status symbol in the society and made a difference in their
personal lifes. Nike invests in ad campaigns which promote the idea of sportsman spirit.
The marketing efforts taken by the brand appeals to the younger generation and helps them
connect with the brand. The footwear segment of Nike is more popular among the
consumers as compared to the apparel.
➔ Conative Component- Once the respondents have a positive attitude towards the brand,
they make the purchase decision. Majority of the respondents are happy with their purchase
and the after sales service. Many of the respondents have tried the other product categories
of Nike after a satisfactory experience. The customers look forward to more exciting
product offerings by Nike. Few consumers think that Nike should venture into the smart
watch and formal wear segment. One of the respondents suggested that Nike should launch
a budget product line to cater to the middle class families starting from Rs2000-5000. Due
to the premium quality and durability offered by Nike, all the respondents decided to
repurchase the products and also tried different product categories.
P a g e | 27
9.2 Content Analysis

Content analysis is a research method for determining the existence of specific words,
topics, or concepts in qualitative data. Researchers can quantify and analyse the presence,
meanings, and relationships of specific words, themes, or concepts using content analysis.
Sl.No. Themes or Codes Explanation Example/Situation

1. Consumer Attitude Consumer attitude is made All the respondents had a positive
up of thoughts, feelings, attitude towards the brand due to the
and behaviours or trendy designs and long durability
intentions toward a specific offered by Nike products.
item.
2. Consumer Perception A customer's impression, Most of the respondents are Nike

awareness, or users from more than a decade and
consciousness about a firm hence are completely aware of the
or its offerings is referred brand and have certain positive
to as consumer perception. perceptions about the brand and also
do compare the brand with its
competitors and conclude that Nike
is best among all.
3. Brand Awareness The extent to which Majority of the respondents feel that
customers are able to recall they are aware of Nike since the
or recognize a brand company always makes it a point to
deliver the right message to the right
people through their advertisements.
It increases visibility of the products
as well as help in connecting with
consumers effectively.
4. Brand Loyalty The positive association Most of the respondents had a

that consumers attach to a positive association with Nike as
product or brand they felt confident and comfortable
wearing Nike products.
5. Customer Satisfaction Customer satisfaction is a The respondents state that they are
metric for how well highly satisfied with the products by
requirements and replies Nike specially because of its quality,
are coordinated and perfect fit and wide range of product
P a g e | 28
provided in order to meet offerings when compared to other

or exceed customer competitor brands like Puma,
expectations. Adidas, etc.
6. Consumer Behaviour The activities and decision- Consumer behavior could be rightly
making processes of people judged with the above testimonials
who buy products and with regard to their repetitive
services for personal purchase, reasoning behind their
consumption are referred to brand loyalty and their satisfaction
as consumer behaviour. level.
7. Consumer Psychology Consumer psychology is Almost all of the consumers feel that
the study of how our owning Nike products is a status
thoughts, beliefs, feelings, symbol and this is one of the many
and perceptions influence reasons why they prefer Nike as a
how we purchase and brand although the pricing is higher
interact with goods and when compared to the competitor
services. brands.
Table 9.1 : Content Analysis
10. Theoretical and Practical Implications

● Affordable product line
From the analysis, the respondents feel that Nike products are expensive. But they still buy
the products because of their quality. This shows that there is a potential consumer segment
who is waiting for Nike to introduce a more budget friendly product line.
● Diversification
It is true that Nike has diversified into different products, but still the majority of its income
is from the footwear section only. This is cause of concern because any day the market
share of footwear can fall. Also, with the current technologies Nike has immense potential
to diversify into more product lines which would give them high profits.
● Strong brand image
During the interview, it was found that owning Nike products made the respondents feel
proud and appealing to others. This is because of the strong image that the brand has built
over the years. The logo of Nike has immense value and consumers feel very connected to
it. They feel the brand stands for power, athleticism and teamwork.
P a g e | 29
● Repurchase frequency
According to the customers, the purchase experience with Nike is very good and customers
look forward to repurchasing the product and also try the other product categories offered
by Nike.
● Sustainability
Nike operates almost 600 factories, employing over a million workers. Thus, it is essential
for the company to look after the well-being of the employees as well as protect the
environment. They achieved this and have set a prime example of using sustainability as a
competitive driving force as a respondent had rightly mentioned. The brand is growing
stronger in the e-commerce sector as well. So, the next thing the company can do is to bring
about the sustainability factors into this sector as well. When the e-commerce sector grows,
the number of items that are shipped per day also increases. So, the company can initially
start with applying the sustainability principles in shipping and packaging.
● Ad campaigns
The advertising campaigns initiated by Nike have an influence on the consumers and also
helps them to connect with the brand. The brand also promotes physical fitness through
their advertising efforts. The company should bring about more advertisements which
would help the consumers interact with the brand as well especially in the digital platforms.
● Availability of products
All the Nike products are widely available in physical stores and in various e-commerce
websites. The visibility of the products is high and so customers find it easy to order or
purchase it. Thus, the brand is customer-friendly.
11. Managerial recommendations to the branding team

Brand management refers to the process of sustaining and improving products, services, and brand
perception. When done successfully, brand management provides cost leverage, increases
consumer loyalty, and establishes meaningful brand awareness. It also represents the link between
the customer and the purchasing process. After an overall analysis of Nike as a whole and the
consumers attitude we have come up with a few managerial recommendations to the branding team
of Nike as under.
P a g e | 30
● Examining the influence of Nike's worldwide expansion on consumer loyalty and brand
integrity is one strategic advice. We urge that Nike concentrate on giving their products
and brand a more domestic feel. Nike has long been embroiled in a public battle with
activists alleging that the company operates sweatshops in foreign nations with deplorable
labour conditions.
● Nike could be able to develop more brand loyalty if they can find ways to engage with
athletes and fans on a personal level. Nike may strengthen its image by leveraging on events
like the Olympics and team-based activities, as well as improving working conditions in
international manufacturing factories.
● Furthermore, the corporation has a limited foothold in developing regions, owing to
pricing, imitation, and patent protection concerns. Nike's global expansion is hampered by
this vulnerability. As a result, Nike should be involved in product mix creation as well as
market penetration in emerging areas.
● Nike should cater to a wide range of products, including equipment and services. It should
appeal to all sports fans, from professional athletes and elite teams to the average sports
fan. A high/low pricing approach should be used by the brand. Customers are attracted to
lower promotional prices since they are also offered the normal higher priced items.
● Nike should stay active on traditional channels, its own website, and social media to
strengthen its relationship with customers and other stakeholders. Nike must come up with
new initiatives on a regular basis in order to stay in the minds of consumers and maintain
its brand image.
P a g e | 31
REFERENCES
1. Consumer behaviour: Meaning/definition and nature of consumer behaviour. Your

Article Library. (2014, April 2). Retrieved September 12, 2021, from
https://www.yourarticlelibrary.com/marketing/market-segmentation/consumer-
behaviour-meaningdefinition-and-nature-of-consumer-behaviour/32301.
2. Wikimedia Foundation. (2021, August 27). Nike, Inc. Wikipedia. Retrieved September
12, 2021, from https://en.wikipedia.org/wiki/Nike,_Inc.
3. What are the 5 factors influencing consumer behavior? Clootrack. (n.d.). Retrieved
September 12, 2021, from https://clootrack.com/knowledge_base/major-factors-
influencing-consumer-behavior/.
4. Discussion Guide. (n.d.). djs Research.
https://www.djsresearch.co.uk/glossary/item/Discussion-Guide
5. Sahney, S. (n.d.). Consumer Behaviour. nptel.
https://nptel.ac.in/content/storage2/courses/110105029/pdf%20sahany/Module.6-27.pdf

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Page |1

MBA 442M CONSUMER BEHAVIOUR

QUALITATIVE RESEARCH ASSIGNMENT

CONSUMER ATTITUDE TOWARDS NIKE

Harsh Deep Mittal 2027805

Sl.No. Title Page No.

1.1 Brief about the brand Nike 4

1.2 Products under Nike 4

1.3 Marketing strategy of Nike 6

1.4 Psychological factors influencing Consumer Behaviour 6

9.1 Tri-Component Model of Attitude 26

9.2 Content Analysis 27

10 Theoretical and Practical Implications 28

11 Management recommendations to the Branding team 29

Sl.No. Title of the Table Page No.

Sl.No. Title of the Figure Page No.

5.1 Tri-component Model of attitude 11

Sl.No. Title of the Chart Page No.

1.1 About Company

Nike, Inc. is an American multinational business that designs, develops,

Figure 1.1: Financial Performance of Nike from 2005 to 2021

Chart 1.2: Revenue market share of Nike

1.3 Marketing Strategy

1.4 Psychological factors influencing consumer buying behaviour

Consumer behaviour is influenced by social, cultural, psychological, personal factors. Human

Some of the important psychological factors are:

Figure 1.2: Psychological Factors

When a person is sufficiently motivated, it has an impact on their purchasing behaviour. A

Consumer perception is a significant determinant of consumer behaviour. Consumer

Learning can be conditional or cognitive in nature. Consumers are repeatedly exposed to a

iv. Attitudes and Beliefs

4. Objectives of the Research

To evaluate the consumer behaviour of Nike, a psychographic behavioural method is used.

Figure 5.1: Tri-Component Model of Attitude

➔ Introductory Note (5 mins)

➔ Purpose of the Interview (3 mins)

➔ Duration of the Interview and Topics to be covered (2 mins)

➔ Format of the session (3 mins)

➔ Warming up Session (2 mins)

➔ Background Questions (20 mins)

1. How did you get involved with Nike products?

1. How did you get involved with Nike products?

1. How did you get involved with Nike products?

8. How do you perceive the brand to make a difference in your life?

1. How did you get involved with Nike products?

12. Are you looking forward to a differentiated product line by Nike?

1. How did you get involved with Nike products?

2. How has been your experience with this brand?

3. How does wearing/using Nike products make you feel?

8. How do you perceive the brand to make a difference in your life?

10. How does the brand influence your purchase decisions?

12. Are you looking forward to a differentiated product line by Nike?

1. How did you get involved with Nike products?

2. How has been your experience with this brand?

3. How does wearing/using Nike products make you feel?

8. How do you perceive the brand to make a difference in your life?

10. How does the brand influence your purchase decisions?

12. Are you looking forward to a differentiated product line by Nike?

1. How did you get involved with Nike products?

2. How has been your experience with this brand?

3. How does wearing/using Nike products make you feel?

Ans- It makes me feel more confident and comfortable.