INDEX PAGE

SR NO. DESCRIPTION PAGE NO.

1 CHAPTER 1-
INTRODUCTION
1.1 Abstract/Executive Summary
1.2 Purpose/ Objective of the Study

2 CHAPTER-2
LITERATURE REVIEW

3 CHAPTER-3
RESEARCH METHODOLOGY
3.1Scope of Study
3.2 Research Design
3.3 Sampling Framework
3.4 Hypothesis
3.5 Data collection Method
3.5.1 Primary Data
3.5.2 Secondary Data
3.6 Statistical Tools used for Data Analysis
3.7 Demographic profile of Respondents

4 CHAPTER-4
Data Analysis and Interpretation
5 Chapter-5
Findings of the study
6 CHAPTER - 6
6.1 Recommendations
6.2 Conclusions
6.3 Limitations

7 ANNEXURE - 7
Questionnaire

8 BIBLIOGRAPHY
 Chapter 1
Introduction
Nike, Inc.(stylized as NIKE) is an American athletic footwear and apparel corporation
headquartered near Beaverton, Oregon, United States.]It is the world's largest supplier
of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in
excess of US$46 billion in its fiscal year 2022. The company was founded on January 25,
1964, as "Blue Ribbon Sports", by Bill Bowerman officially became Nike, Inc. on May 30,
1971. The company takes its name from Nike, the Greek goddess of victory. Nike markets its
products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike
Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, Nike CR7, and
subsidiaries including Air Jordan and Converse. Nike also owned Bauer Hockey from 1995
to 2008, and previously owned Cole Haan, Umbro, and Hurley International. In addition to
manufacturing sportswear and equipment, the company operates retail stores under the
Niketown name. Nike sponsors many high-profile athletes and sports teams around the world,
with the highly recognized trademarks of "Just Do It" and the Swoosh logo.

As of 2020, it employed 76,700 people worldwide. In 2020, the brand alone was valued in
excess of $32 billion, making it the most valuable brand among sports businesses. Previously,
in 2017, the Nike brand was valued at $29.6 billion. Nike ranked 89th in the 2018 Fortune
500 list of the largest United States corporations by total revenue.

History :
Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of
Oregon track athlete Phil Knight and his coach, Bill Bowerman, on January 25, 1964. The
company initially operated in Eugene, Oregon as a distributor for Japanese shoe
maker Onitsuka Tiger, making most sales at track meets out of Knight's automobile.
According to Otis Davis, a University of Oregon student-athlete coached by Bowerman
and Olympic gold medalist at the 1960 Summer Olympics, his coach made the first pair of
Nike shoes for him, contradicting a claim that they were made for Phil Knight. According to
Davis, "I told Tom Brokaw that I was the first. I don't care what all the billionaires say. Bill
Bowerman made the first pair of shoes for me. People don't believe me. In fact, I didn't like
the way they felt on my feet. There was no support and they were too tight. But I saw
Bowerman made them from the waffle iron, and they were mine".
In its first year in business, BRS sold 1,300 pairs of Japanese running shoes grossing $8,000.
By 1965, sales had reached $20,000. In 1966, BRS opened its first retail store at 3107 Pico
Boulevard in Santa Monica, California. In 1967, due to increasing sales, BRS expanded retail
and distribution operations on the East Coast, in Wellesley, Massachusetts.
Acquisitions :

A Nike flagship store in Manhattan

A Nike Factory Store in Vaughan Mills

Nike has acquired and sold several apparel and footwear companies over the course of its
history. Its first acquisition was the upscale footwear company Cole Haan in 1988, followed
by the purchase of Bauer Hockey in 1994. In 2002, Nike bought surf apparel
company Hurley International from founder Bob Hurley. In 2003, Nike paid US$309 million
to acquire sneaker company Converse. The company acquired Starter in 2004 and soccer
uniform maker Umbro in 2007.
In order to refocus its business lines, Nike began divesting itself of some of its subsidiaries in
the 2000s. It sold Starter in 2007 and Bauer Hockey in 2008. The company sold Umbro in
2012 and Cole Haan in 2013. As of 2020, Nike owns only one subsidiary: Converse Inc.
Nike acquired Zodiac, a consumer data analytics company, in March 2018. In August 2019,
the company acquired Celect, a Boston-based predictive analytics company. In December
2021, Nike purchased RTFKT Studios, a virtual shoe company that makes NFTs.
In February 2021, Nike acquired Datalogue, a New York based company focused on digital
sales and machine learning technology.
Nike was made a member of the Dow Jones Industrial Average in 2013, when it
replaced Alcoa.
On December 19, 2013, Nike's quarterly profit rose due to a 13 percent increase in global
orders for merchandise since April of that year. Future orders of shoes or clothes for delivery
between December and April, rose to $10.4 billion. Nike shares (NKE) rose 0.6 percent to
$78.75 in extended trading.
In November 2015, Nike announced it would initiate a $12 billion share buyback, as well as a
two-for-one stock split, with shares to begin trading at the decreased price on December 24.
The split will be the seventh in company history.
In June 2018, Nike announced it would initiate a $15 billion share buyback over four years,
to begin in 2019 upon completion of the previous buyback program.
For the fiscal year 2018, Nike reported earnings of US$1.933 billion, with annual revenue of
US$36.397 billion, an increase of 6.0% over the previous fiscal cycle. Nike's shares traded at
over $72 per share, and its market capitalization was valued at over US$114.5 billion in
October 2018.
In March 2020, Nike reported a 5% drop in Chinese sales associated with stores' closure due
to the COVID-19 outbreak. It was the first decrease in six years. At the same time, the
company's online sales grew by 36% during Q1 of 2020. Also, the sales of personal training
apps grew by 80% in China.

Net income Price per

Revenue Total assets
Year in mil. share Employees
in mil. USD in mil. USD
USD in USD

2005 13,740 1,212 8,794 8.75 26,000

2006 14,955 1,392 9,870 9.01 28,000

2007 16,326 1,492 10,688 12.14 30,200

2008 18,627 1,883 12,443 13.05 32,500

2009 19,176 1,487 13,250 12.14 34,300

2010 19,014 1,907 14,419 16.80 34,400

2011 20,117 2,133 14,998 19.82 38,000

2012 23,331 2,211 15,465 23.39 44,000

2013 25,313 2,472 17,545 30.50 48,000

2014 27,799 2,693 18,594 38.56 56,500

2015 30,601 3,273 21,597 53.18 62,600

2016 32,376 3,760 21,379 54.80 70,700

2017 34,350 4,240 23,259 54.99 74,400

2018 36,397 1,933 22,536 72.63 73,100

2019 39,117 4,029 23,717 86.73 76,700

2020 37,403 2,539 31,342 106.46 75,400

2021 44,538 5,727 37,740 141.47 73,300

2022 46,710 6,046 40,321 166.67 79,100

Header Quarter :

Nike World Headquarters near Beaverton, Oregon

Main article: Nike World Headquarters
Nike's world headquarters are surrounded by the city of Beaverton but are
within unincorporated Washington County. The city attempted to forcibly annex Nike's
headquarters, which led to a lawsuit by Nike, and lobbying by the company that ultimately
ended in Oregon Senate Bill 887 of 2005. Under that bill's terms, Beaverton is specifically
barred from forcibly annexing the land that Nike and Columbia Sportswear occupy in
Washington County for 35 years, while Electro Scientific Industries and Tektronix receive
the same protection for 30 years. Nike is planning to build a 3.2 million square foot
expansion to its World Headquarters in Beaverton. The design will target LEED Platinum
certification and will be highlighted by natural daylight, and a gray water treatment center.

Advertising :
In 1982, Nike aired its first three national television ads, created by newly formed ad
agency Wieden+Kennedy (W+K), during the broadcast of the New York Marathon.The
Cannes Advertising Festival has named Nike its Advertiser of the Year in 1994 and 2003,
making it the first company to receive that honor twice. Nike also has earned the Emmy
Award for best commercial in 2000 and 2002. The first was for "The Morning After," a
satirical look at what a runner might face on the morning of January 1, 2000, if every dire
prediction about the Y2K problem came to fruition. The second was for a 2002 spot called
"Move," which featured a series of famous and everyday athletes in a variety of athletic
pursuits.
Beatles song :
Nike was criticized for its use of the Beatles song "Revolution" in a 1987 commercial against
the wishes of Apple Records, the Beatles' recording company. Nike paid US$250,000
to Capitol Records Inc., which held the North American licensing rights to the recordings, for
the right to use the Beatles' rendition for a year.
That same year, Apple Records sued Nike Inc., Capitol Records Inc., EMI Records Inc. and
Wieden+Kennedy for $15 million. Capitol-EMI countered by saying the lawsuit was
"groundless" because Capitol had licensed the use of "Revolution" with the "active support
and encouragement of Yoko Ono, a shareholder and director of Apple Records."
Nike discontinued airing ads featuring "Revolution" in March 1988. Yoko Ono later gave
permission to Nike to use John Lennon's "Instant Karma" in another advertisement.
New media marketing :
Nike was an early adopter of internet marketing, email management technologies, and
using broadcast and narrowcast communication technologies to create multimedia marketing
campaigns.
Minor Threat advertisement :
In late June 2005, Nike received criticism from Ian MacKaye, owner of Dischord Records,
guitarist/vocalist for Fugazi and The Evens, and front man of the defunct punk band Minor
Threat, for appropriating imagery and text from Minor Threat's 1981 self-titled album's cover
art in a flyer promoting Nike Skateboarding's 2005 East Coast demo tour.
On June 27, Nike Skateboarding's website issued an apology to Dischord, Minor Threat, and
fans of both and announced that they have tried to remove and dispose of all flyers. They
stated that the people who designed it were skateboarders and Minor Threat fans themselves
who created the advertisement out of respect and appreciation for the band. The dispute was
eventually settled out of court between Nike and Minor Threat.

Niketown at Oxford Circus, London

Nike 6.0
As part of the 6.0 campaign, Nike introduced a new line of T-shirts that include phrases such
as "Dope", "Get High" and "Ride Pipe" – sports lingo that is also a double entendre for drug
use. Boston Mayor Thomas Menino expressed his objection to the shirts after seeing them in
a window display at the city's Niketown and asked the store to remove the display. "What we
don't need is a major corporation like Nike, which tries to appeal to the younger generation,
out there giving credence to the drug issue," Menino told The Boston Herald. A company
official stated the shirts were meant to pay homage to extreme sports, and that Nike does not
condone the illegal use of drugs. Nike was forced to replace the shirt line.
Nike Shoes Business Model and Competitive Strategy :

Nike competes in an industry with well-established companies and up-and-coming startups.

Five of its main competitors include Adidas, Under Armour, Puma, New Balance, and
Skechers.

1. Adidas
2. Under Armour
3. Puma
4. New Balance
5. Skechers

Adidas :Founded in 1949, Adidas is one of Nike’s oldest and most formidable competitors.
The Nike vs. Adidas rivalry is one of the most iconic in the business world. The two
companies compete for market share, mindshare, and endorsement deals cutting across all
product categories, including footwear, apparel, and equipment. The company has its
headquarters in Herzogenaurach, Germany, and employs over 57,000 people globally. Adidas
is a German multinational corporation that designs and manufactures sports clothing, shoes,
and accessories. It’s the largest sportswear manufacturer in Europe and the second-largest
globally after Nike. Adidas reported $25.122 billion in global revenue in 2021, up 10.83%
from the previous year. As of July 2022, Adidas’ market capitalization was $32.86 billion.

Adidas’ competitive strategy focuses on elevating consumer experience,

increasing brand credibility, and pushing the boundaries of sustainability. The company has
invested heavily in artificial intelligence (AI) and data analytics to drive its product
development and marketing efforts. By partnering with North American superstars like
Kanye West and Pharrell Williams, Adidas increased its brand presence and credibility in the
U.S. market by 17% in 2021.
The Covid-19 pandemic was a major setback for Adidas, as it closed most of its stores and
saw a significant drop in demand for its products. As the Covid-19 subsides and people return
to normal lives, Adidas expects its double-digit top-line growth to extend past 2022.
However, the Russia and Ukraine war risks about 50% of Adidas’ revenue in that region and
about one percentage growth point of its total revenue. The Nike vs. Adidas rivalry will likely
continue for the foreseeable future as both companies jostle for position in the global
sportswear market. Nike will look to maintain its position as the market leader and possibly
overtake Adidas in the European market. Adidas will seek to regain its footing in the North
American market and grow its market share in emerging markets like China and India.

Under Armour : Founded in 1996, Under Armour is a relatively new entrant into the
athletic apparel industry. The company has its headquarters in Baltimore, Maryland, and
employs over 17,500 people globally. Under Armour reported $5.57 billion in global revenue
in 2021, up 27% from the previous year. As of July 2022, Under Armour’s market
capitalization was $3.9 billion. Nike and Under Armour reported increased sales and revenue
in their most recent fiscal years. North America, also Nike’s primary market, is Under
Armor’s main driver of growth. In 2021, North America contributed 67% of its total revenue.
However, the company is looking to expand its reach in other parts of the world and grow its
sales internationally, such as the 2021 launch of Asia’s 1000th store.

Under Armour’s competitive strategy focuses

on innovation, brand building, and expanding its product line. Its marketing efforts are
heavily reliant on celebrity endorsements and high-profile partnerships. However, it’s also
focusing on digital marketing through content marketing and social media to grow its e-
commerce sales. Nike’s competition with Under Armour sounds like a Goliath and David
story. Nike is the clear market leader with revenue that’s nearly ten times that of Under
Armour and a higher market capitalization. However, Under Armour is a faster-growing
company with a more focused niche in the athletic apparel market. Under Armour will need
to continue innovating its product line and marketing efforts to stand out in the industry.

Puma : Puma is a leading German multinational corporation that designs and

manufactures athletic and casual footwear, apparel, and accessories. The company is
the third-largest sportswear manufacturer behind Nike and Adidas, with 6.81 billion
Euros in global revenue in 2021. Like Adidas, Puma hasn’t been lenient in its
sustainability efforts as it looks to achieve carbon neutrality by 2030. The DTC model
has been a critical driver of Puma’s success in recent years. The company’s sales grew
by 32% in 2021, with the Americas leading the way with 53.9% growth.

While the Americas is an important market for Puma, Europe is its largest, with over 50% of
total sales.

Puma uses a competition-based pricing strategy where it prices its products lower than its
competitors, such as Nike and Adidas. However, it also offers premium products at a higher
price to capture different market segments. Puma plans to continue expanding its product line
and geographical reach to fuel future growth. When analyzing their social media channels,
Nike has a neutral sentiment on social media while Adidas and Puma have a slightly positive
sentiment. The findings suggest that people generally think positively of all three brands, but
Nike is more likely to be seen as a status symbol.

New Balance : New Balance is one of Nike’s main competitors in the athletic footwear
industry. Although the company isn’t as large as Nike, it has a significant presence in the
market. Founded in 1906, New Balance is one of the oldest athletic footwear brands. Its
headquarters are in Boston, Massachusetts, with operations in over 120 countries. The
company employs about 6,000 people worldwide. New Balance achieved $4.4 billion in
global revenue in 2020, a 10% increase from the previous year. New Balance’s competitive
strategy focuses on product differentiation and innovation. Its most popular product lines are
its running shoes, which use innovative technologies to improve performance.
New Balance’s aggressive marketing campaigns, such as its “Endorsed by No One”
philosophy, helped it gain market share in the athletic footwear industry. Unlike Nike and
Adidas, New Balance doesn’t rely on celebrity endorsements. Instead, it focuses on
connecting with its customers through grassroots marketing initiatives. New Balance is a
privately held company competing in an industry with many publicly traded companies. It
doesn’t enjoy the same economies of scale as its larger competitors. However, its nimble size
makes it more agile and quickly responds to changing customer needs. To stand out in the
competitive athletic footwear market, New Balance focuses on creating innovative products.
It invests heavily in research and development to develop new technologies for its running
shoes. Apart from product differentiation, New Balance commits to domestic manufacturing,
which helps it price its products at a premium.

Skechers : Skechers is an American footwear company headquartered in Manhattan Beach,

California. Founded in 1992, the brand offers a wide range of shoe styles for men, women,
and children. While Skechers doesn’t have the same market share as Nike, it is a major
competitor in the athletic footwear industry. In 2021, Skechers made $6.285 billion in
revenue, a significant increase from the $4.597 billion it made in 2020. Its strong
international presence contributed to 35% of its total revenue in 2021. As of December 31,
2021, Skechers operated 2,946 distributors, license, and franchise stores spread across the
globe.

Like Nike, it actively pursues the DTC model and has a significant online presence. Its
factories also feature outlet stores where Skechers sells its products at a discount. Skechers’
competitive advantage is offering a cost-effective solution to its customer

Skechers is a company that’s quick to capitalize on trends. When athleisure became

popular, it launched its comfortable sneakers and apparel line. It has also tapped into the
growing demand for eco-friendly and sustainable products with its D’Lites Eco shoes made
from recycled materials. Skechers’ competition with Nike in the athletic footwear market is
intense. While Nike has a more substantial brand presence, Skechers offers more affordable
products. Skechers needs to continue expanding its product line and geographical reach to
fuel future growth to stay competitive.

Nike SWOT Analysis :Below is a detailed SWOT analysis of Nike, highlighting its
strengths, weaknesses, opportunities, and threats.

Strengths :

 Strong brand equity: Nike is a very well-known and reputable brand. It’s the most
valuable brand in the world, with a brand value of $30.4 billion as of 2021
 Innovation: Nike is constantly coming up with new and innovative products, which
keeps its customers engaged and loyal
 Strong financials: Nike is a very financially strong company, with a revenue of $44.5
billion in 2020
 Diverse product portfolio: Nike offers a wide range of products, including footwear,
apparel, equipment, and accessories
 Support from black communities: Nike has been very vocal in its support of the black
community, which has endeared it to many customers
 Legendary side brands: Nike has several very successful side brands, such as Jordan,
Converse, and Hurley

Weaknesses :

 High dependence on North America: Nike generates a majority of its revenue from
North America, which makes it vulnerable to economic conditions in the region
 Poor labor conditions in suppliers’ factories: Nike often faces criticism for the poor
labor conditions in its suppliers’ factories. Such issues include forced overtime, low
wages, and unsafe working conditions
 High customer churn rate: Nike has a high customer churn rate, which means that it
often loses customers to its competitors.

Opportunities :

 Expansion in emerging markets: Nike has an opportunity to expand its operations in

emerging markets, such as India and China
 Partnerships with other companies: Nike can form alliances with other companies to
expand its product range and reach
 Merges with metaverse: As the metaverse continues to grow, Nike has an opportunity
to merge with smaller companies to gain a more significant presence
 Artificial intelligence: Nike can use artificial intelligence to improve its operations
and better understand its customer.
Threats:

 Nike faces intense competition from other companies, such as Adidas and Under
Armour
 The sporting goods industry is cyclical, which means that Nike’s sales are vulnerable
to changes in the economic climate
 Imitations by other companies often end up in lawsuits. Nike has to spend a lot of
money on litigation to protect its designs and patents from being copied by other
companies
 Unfavorable macroeconomic conditions, such as a recession, can reduce Nike’s sales
and profitability
 Trade tension such as the US-China trade war can also negatively impact Nike’s
business

NIKE DESIGN & PRODUCTION REVOLUTION

A few years ago, it took big sneaker companies dozens of steps and
up to 18 months to develop a new shoe, and with just a few exceptions, the manufacturing
processes involved haven’t changed significantly.

Some of the words used by analysts to describe the traditional footwear industry include;
slow, low tech and highly labour intensive. However, over the years, the Industry 4.0 era has
been upon us, and Nike has increasingly embraced automation, data exchange and
implementation of new technologies to cut down the lead time to market from 18 to 4 months
as shown below.
These innovations have been fundamentally changing supply chain dynamics and creating
new business opportunities within this industry. It has been a permanent change in the
footwear industry.

In my opinion, what has the secret to success for Nike in the Industry 4.0 era been? They
have been able to deliver personalized, competitively-priced products on time for customers.
This has been achieved through integrated, improved planning and decision making across
their end-to-end supply chains.

Nike in 2015, partnered with Flex, which provides supply chain and other services to
equipment manufacturers, to enhance its manufacturing capabilities. The company is focused
on shifting to an even faster innovation cycle and scaling more effectively. Furthermore, on
the design front, Nike partnered with DreamWorks the same year to build a three-
dimensional digital design system to transform its product creation process. The new design
system allows Nike to produce photorealistic 3D images, eliminating the need for numerous
physical prototypes.

Moreover, the production segment has been taken over by automation and robotics. Not only
has this brought about shorter production times but also ensured that some aspects of human
error are eliminated from the production process. Lower defect rates and labour costs will see
Nike save north of $400 million.
There is definitely more to come from this industry and from Nike in terms of operations and
supply chain management. However, the major strides have been made and as of today, they
are not only able to offer greater customization for its sneakers, but it is also able to meet
consumer demand more quickly. It is no hidden desire that consumers want more quality
sneakers, faster than ever before, that much is for sure. These have been brought by the
technological and operational advancements of industry 4.0

4 P’S IN NIKE MARKETING MIX PRODUCT :

NIKE ‘s athletic footwear product are designed primarily for specific athletic use, although a
large percentage of the product are worn for casual or leisure purposes. They place
considerable emphasis on high quality construction and innovative design for men, women
and children. Running, basketball, children’s cross training and women ‘s shoes are currently
our top selling product categories and expect them to continue to lead in product sales in the
near future. However, they also market shoes designed for outdoor activities, tennis, golf,
soccer, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activities,
hiking, and other athletic and recreational uses, They sell active sports apparel covering most
of the above categories, athletically inspired lifestyle apparel, as well as athletic bags and
accessory items, NIKE apparel and accessories are designed to complement their athletic
footwear product, feature the same trademarks and are sold through the same marketing and
distribution channels. They often market footwear, apparel and accessories in “ collection” of
similar design or for specific purposes. They also market apparel with licenses college and
professional team and league logos. They sell a line of performance equipment under the
NIKE brand name, including sport balls, timepieces, eyewear, skates, bats, gloves, and other
equipment designed for sports activities. They also have agreements for licenses to produce
and sell NIKE brand swimwear, cycling apparel. Maternity exercise wear, children’s
clothing, school supplies, timepieces and electronic media devices. They also sell small
amounts of various plastic product to other manufactures through our wholly-owned
subsidiary. NIKE IHM, Inc. and plastic injecte and metal products to other manufactures
through our wholly-owned subsidiary. PRICE Nike aims at giving high value, fairly prices
product to its customers, PLACE Nike sell their products primarily through a combination of
retail accounts, independent distributors, licenses and subsidiaries in about 200 countries. For
e.g In United States, it operates NIKE TOWN shoes and sportswear stores. and NIKE
Women shops In Europe, the distribution channel is centralized. European Distribution
Centre (EDC) received Nike products from all over the world & serves retail store across
Europe in India, the distribution network of Nike India currently boasts of eights distributors,
23 exclusive Nike outlets, 15 multi – brand outlets and 20 speciality doors across major
cities. However, the exclusive distribution and retailing channel for the brand in India is
Sierra Group Promotion The company has used both sports marketing and advertising to
promote and build the brand.

Nike Marketing Mix (4Ps) Analysis Mind Map :

To better understand how these four principles in the Nike marketing mix work, you can
classify them using a diagram. See the Nike marketing mix (4Ps) analysis below.

Product

 The Nike Cortez

 The Nike Air Max
 The Air Huarache
 The Nike Blazer
 The Nike Air Force 1
 The Nike Air Jordan

Price

 Premium-based pricing
 Value-based pricing

Place

 Retail stores
 Online stores
 Third-party online retailers like Amazon, Myntra, and Flipkart
Promotion

 Advertising
 Social media channels
 Promos and discounts
 Billboards
 Public relations

Product Strategy of Nike :

Nike offers a vast selection of products, including apparel, shoes, and equipment. Its products
are generally focused on premium quality and a wide range of goods for every sports
enthusiast from its marketing mix. It leads the sportswear industry and gets its maximum
revenue from selling sports shoes.

You might notice that Nike has unique shoe designs for several sports, including basketball,
football, and cricket, among others. Surely as the company expands, its product portfolio also
gets its corresponding expansion. However, looking closely, one will discover that shoes are
generally the most popular products of Nike.

Besides sports shoes, Nike also has casual footwear in vibrant colors that usually attract the
younger generation and other sneaker designs for kids, men, and women. Some of the most
recognizable shoes from Nike are as follows:

 The Nike Cortez. It is a retro-looking shoe that was initially designed and made for
running.
 The Nike Air Max. This shoe is considered the jewel of Nike's sneaker crown and is
the first shoe from Nike that features a visible air unit.
 The Air Huarache. It is a high-tech and lightweight running shoe popular for
customers under 18 years old.
 The Nike Blazer. This Nike shoe presents a casual look and can also be used in
skateboarding.
 The Nike Air Force 1. It is considered the most iconic basketball shoe and is famous
as a sports shoe or a casual street sneaker.
 The Nike Air Jordan. Another iconic sneaker from Nike assures comfort for
whoever uses it.

Price Strategy of Nike :

Nike utilizes premium and value-based pricing strategies for all its products. Value-based
pricing refers to the company's consideration of the current price in the market while setting
the prices for its products. Before they implement the pricing on products, they assess the
overall response of the customers, if they are willing to pay for the items. This type of pricing
strategy allows Nike to boost its profit over time. On the other hand, premium-based pricing
refers to providing prices on higher-quality products than the value of Nike's competing
products. As the company gradually increases the cost of its premium products, higher
revenue and sales will be enjoyed.

Part of the Nike marketing mix is advertisements involving prominent celebrities, which can
also be associated with its premium branding.

In some cases, Nike also has discounts and promos, such as the “Easter sales” on its physical
stores and website. This strategy will help retain existing customers and attract new ones. The
investments of Nike in technology can be evident in how it offers premium pricing on its
products. However, the company still considers the current market situations in implementing
its products' price points and ranges.

Place Strategy of Nike:

Nike owns over a thousand stores and offices in forty-five various countries outside the
United States. Most Nike products are available and sold in retail stores since most customers
prefer to choose products by trying them on physically. Nike strategically positions its retail
stores in areas where they are accessible for customers to find its products.

The company has an outlet store called Nike town composed of huge stores occupying four
floors offering premium experiences with varied services. Inside this huge building are fancy
stores where new products are available. It provides an excellent customer shopping
experience with a customization booth and professional zone where representatives can
advise on certain products. This store sends a message to its customers that they are valued.

As the dynamics of the industry change, Nike also has to keep up. While physical stores can
be beneficial for most customers who prefer to try the product before buying them, some also
want to avoid long lines in stores. Hence, the Online Nike Store's emergence and other online
stores like Myntra, Amazon, and Flipkart. With people opting to shop from the comforts
of their homes, online stores will always be their place to go.

Promotion Strategy of Nike:

Nike's primary sources of promotion are sponsorships and advertisements. It does ads that
involve prominent celebrities and high-profile athletes from different countries. Nike partners
with sports personalities such as Serena Williams, Mo Farah, Cristiano Ronaldo, Lebron
James, Rafael Nadal, and Kunal Rajput, to name a few. It also holds sponsorships on sports
like cricket, the NFL, and the NBA.

The company's promotion strategy expands from conventional ads and other promos. It does
direct marketing through personal communication with schools, colleges, organizations, and
local sports teams. To strengthen its public relations, they provide financial support to Non-
government organizations (NGOs). They can also promote their brand through these
initiatives.

Its sales promotions strategies include giving great offers and discounts to customers. As
broad as Nike's target market is, one can classify its target audience as the younger
generation, fitness and sports enthusiast, and the elite class.

Since younger people consume social media more, the company promotes its products
through customer interaction and engagement using its social media channels like Facebook,
Twitter, Instagram, and YouTube. And who would not recognize Nike's iconic “Just Do It”
slogan? This campaign was first launched in 1988 to motivate everyone to do their tasks
efficiently. Another trademark of Nike is the hashtag #YouCantStopUs sending a message to
the public that each sports field is unique and equal. These are Nike's inspiring campaigns
with different themes gaining emotional attachment from its customers.

SEGMENTATION : Nike has segmented its market on the basis of the following variables,
Demographics Age: - Youth 18-34 Older Gender :- Male Female, Psychographic : lifestyle
Athletic Outdoor Nike has designed and marketed athletic shoes for each different sport,
often further segmenting with specialized models within each sport (e.g “Air Jordon”
basketball shoes, and additional basketball models called “ Force,” represented by Charles
Barkley and David Robinson, and “Flight,” represented by Scottie Pippin).

GROWTH DRIVER : The Company has a very comprehensive distribution network which
comprises its own and franchise stores. It has 1500 showrooms, 25 wholesales depots and 8
distribution centres.

POPULAR BRANDS : Nike owns brands like Hush Puppies, Signor, Marie Claire Power,
Sandak, Hawaii, Naught boy and Ambassador. It also distributes other brands such as Nike
and Lotto. Focus on middle – class and upper- class Nike will continue to focus on middle-
and upper-class customer. It is introducing ‘budget stores’ which will help customer to
identify with the brand. It is also increasing focus on rural thrust for volume growth in the
low- priced footwear segment.

CONSUMER DECISION PROCESS : The consumer decision process (CDP) model is

important for making marketing decision; CDP is the stage of consumer goes through before,
during, and after buying the product or service in decision making processes. In first stage of
CDP starts with need recognition, the buyer understand what their problem or need in
between current motivation state and desired motivation state. For example, I saw a
commercial for brand new series pair of Nike shoe, to stimulate me that l need a new Nike
shoe. Customer may need to pass through the stage step by step in every purchase. However,
in daily purchase customer can skip the stage of information search and evaluation straight to
purchase decision. For example, I feeling hungry need to buy food and I straight forward to
make purchase decision to buy my favourite food McDonald.The third stage of CDP model is
evaluation of alternatives, which the consumer evaluation alternative bounds in the choice set
by using information. Evaluation is an important determinant of the degree is whether the
customers feel “involved” in the product. By involvement, that means the extent of perceived
relevance and importance that accompanies with the own choice. The involvement had
categories into low –involvement purchases mean have simple and low expense in evaluation
process. For example, buying soft drink and food in the supermarket is under low-
involvement purchases. High involvement purchases are usually branded goods and involve
in high expenses or personal risk. For example, doing business, making investment, buying
house and car are under high-involvement purchases. Nike shoes is categorising in high-
involvement purchases because is branded goods and comparing with other brands Nike
much more expensive than usually brands. The fourth stage of CDP model is purchase, the
stage that consumer actually buy the product. For example, after I read the advertisement
Nike shoes, I consider buy the Nike shoes to satisfying my need or want. The buying decision
may take place immediately or in few weeks later. The seller may need to attributes the
product by compared with the competition with own advantages and giving trial or sampling
of the product hope the sales increasing.

The final stage CDP model is post- purchase evaluation, after customer buy the product and
used, the customers will compares it with expectation on their past experience either the
product is satisfied or not. The “cognitive dissonance” concept will commonly occur when
the customers experience concerns after making purchase decision. Cognitive dissonance
means the customers buy new product is preferable than the product is using and customer
may not repurchase the product is using or switching other brands. For example, before I
bought Nike shoes I was wearing Bata shoes, I feel like Nike shoes is more comfortable and
good quality so I may not repurchase Bata shoes and changing the mind to purchase Nike
shoe. To manage the experience success is the job of the marketers to persuade the potential
customers to purchase the product will satisfy their needs, for the customers that purchased
the product should be encouraged that their decision making is right to repurchase the
product. For example, I had bought Nike shoes and wearing it, I feel that Nike shoe giving
more comfortable and good quality than other shoe. In future purchase decision I will
repurchase the Nike shoes because it satisfies my needs.

Psychological
Perception :
There are three stages in the process of perception starts with consumer exposure and
attention to stimulus the consumer to interpretation. Exposure and attention are state as highly
selective means that consumer only can use small section of the available information.
Perception process which we attach meaning to the surrounding world, how consumer affect
by the five senses ( sight, sound, touch, smell and taste)

The first stage, exposure is the extent to people aware stimuli that within range of their
sensory receptors, For example, ( eyes, ears ,nose, mouth fingers) such common stimuli as
sound, colour and smell.
Second stage of perception process is attention, attention happen when the stimulus activates
the receptor nerves and send the result of sensations go to the brain for processing. For
example, Nike has created visual identity with their ads through television, newspaper and to
captures consumer attention.

The final stage of perception process is interpretation, interpretation means that people assign
to sensory stimuli. Two people doing the same event but their interpretation maybe different
with each other. For example, a glass filled with half water, person A say the glass was half
full and person B say the was glass half empty.

Learning and Memory :

Learning can defined as relatively permanent change in organization of long –term memory
or experience behaviour or in the content and is the result of information processing. There
are two categories memory, short- term memory (STM) and long-term memory (LTM).

STM is known as working memory, STM only store information for limited period of time
and its capacity limited, to prevent short lived memory must always repeating the information
though maintenance rehearsal. For example, to remember the presentation speech in capacity
limited I must constantly repeat the speech again and again to prevent the memory in short
lived.

LTM is allow to store the information for permanently and its unlimited capacity. LTM
consist into two type of memory there are semantic memory and episodic memory. Semantic
memory refers to the person feeling and knowledge of the concept. Episodic memory is
related to the sequence of event that is personally relevant. For example, a young child who
has almost drowns and causes the child phobia to the water even when the child grown up.

Attitude :
An attitude is define as long-lasting organization of motivation emotional, perception, and
cognitive processes with the learned predisposition to express that person like or dislike to an
item and also the way one think, feels and acts to some aspect or our environment.
Attitude serve four key function for individuals which are knowledge function, value-
expressive function, utilitarian function, and ego- defensive function.
Knowledge function is the result of need for order, structure or meaning that formed by
attitudes. This need is often present when a person is in an ambiguous situation or is
confronted with a new product.

Value-expressive function attitudes are perform a value- expressive function express the
individual central values and self- concept. For example, people who protection the
environment they will recycle reuse, save energy and purchase “green” product.

Utilitarian function is concern to the common principle of punishment or reward. We develop

some of our attitudes for these product offer pleasure or plain. For example, A person like to
drink Vanilla Coke the person will have the positive attitude for Vanilla Coke.
Ego-defensive function means the attitudes of people that are formed to protect them-self
either in internal feeling or external threats. For example, product like Marlboro cigarettes
promise to help to man build macho image will attract the consumers who are interest of
masculinity.

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

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

Behaviour component consist of the consumer undertake specific behaviour or action on the
attitude object by the consumer tendency or response, and refer the actual action or the
intention to buy the particular products.

Cognitive component consist of the consumer beliefs about particular product, and expecting
form of belief in the future. For example, lower price product means lower quality.

Consumer Environment :
Culture
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 wears and prefer to Nike Shoes.

Buy Nike Air Force 1 sneakers at Sotheby's today. Explore our collection of Air Force One
shoes, including Off White Air Force 1 releases and the Louis Vuitton Air Force 1.

Air Force 1 sneakers, known by various monikers including Forces, AF1s, Uptowns,
Flaves, and Harlems, hold a special place in the hearts of sneaker collectors
worldwide. Nike Air Force 1s, released in 1982, are not just shoes – they're a cultural
phenomenon. These iconic sneakers introduced Nike's groundbreaking Air technology to
the basketball shoe arena, forever changing the game. With its timeless AF1 silhouette,
Nike crafted a versatile masterpiece that seamlessly blends style and functionality, making
it a must-have for streetwear and sneaker enthusiasts. Coming off of the 40th Anniversary
of the AF1, we delve into the captivating history of the Nike Air Force 1 and explore our
collection of Air Forces for sale at our online Sneaker Shop.

History of the Nike Air Force One

In 1982, the Nike Air Force 1 emerged as a game-changer, captivating both sneaker
enthusiasts and basketball stars. Its debut saw endorsements from the "Original Six,"
prominent NBA players of the era. Designed by Bruce Kilgore, the Air Force 1 not only
marked his basketball shoe debut but also became the first to introduce Nike Air
cushioning to the court, revolutionizing performance.

While originally conceived as a hiking boot-inspired, ankle-strapped high top, the shoe’s
popularity exploded with the release of the Air Force 1 Low, which found a fervent
fanbase in major cities from Baltimore to D.C. to New York.

Despite facing retirement in 1984 amid the rise of innovative Nike models, the shoe's
revival was spearheaded by Baltimore sneaker boutiques. Collaborating with Nike on
exclusive styles through the "Color of the Month" club, these retailers laid the groundwork
for sneaker culture, showcasing the significance of those who curate and sell Air Force
1s alongside their makers and buyers. The evolution of the Nike Air Force 1 encompasses
innovation, community, and style, an enduring influence on modern sneaker culture.

Best Air Force Ones to Buy Now :

The Nike Air Force One has long been a staple of Hip Hop culture. Exclusive AF1
collabs with Hip Hop royalty, ranging from DJ Clark Kent to Drake, heightened the Air
Force 1’s influence and appeal.

Nike Air Force 1 Low DJ Clark Kent

DJ Clark Kent and Nike commemorated “The List” with a limited edition Nike Air Force 1
Low. With a history of sneaker collaborations , including the renowned 112 Pack, DJ
Clark Kent's involvement in the sneaker world is well-established. The mismatched design
sports a multicolored, pebbled leather upper with mini Swooshes on the lateral sides.

Nike Air Force 1 Low OVO Sample Left Shoe

In 2019, Nike teamed up with Drake’s October’s Very Own (“OVO”) label to redesign the
iconic Air Force 1 low silhouette. This sneaker sample features a sleek black patent upper
contrasted by hints of gold in Swoosh, heel and tongue branding, and OVO’s signature owl
on the lateral heel. This sample pair was never released to the public, making it extremely
rare and sought after. The Air Force 1 Low comes complete with a sample hang tag.
Nike Air Force 1 Low White Off-White The Ten

Virgil Abloh’s deconstructed take on the Air Force One became an instant fan favorite.
Over the years to come, Off White Air Force 1s would continue to drop in a variety of
colorways including the AF1 Low Off White from "The Ten" collection. This Off White
Air Force 1 release contains some of the most experimental elements of Abloh’s
“GHOSTING” effect. This Off White AF1 Low is distinguished by the removal of the
typical layers, exposing the padding of the shoe overlaid with translucent details.

Louis Vuitton x Nike Air Force 1 Gold

In celebration of the Nike Air Force One's 40th Anniversary, Virgil Abloh collaborated
with Nike to send 47 pairs of bespoke Louis Vuitton Nike Air Force 1s down the
Spring/Summer 2022 runway. To distinguish them from the original Nike Air Force 1, the
sneakers were made with materials employed in Abloh’s Louis Vuitton men’s collections
and styled with his signature quotation marks, echoing the written graphics Abloh used to
adorn the shoes. Every pair was made by Louis Vuitton in Fiesso d’Artico, marking the
first time the AF1 model was crafted outside of a Nike factory.
Nike x Tiffany and Co. Air Force 1 Low

In March of 2023, Nike and Tiffany & Co. teamed up to release the sought-after Nike x
Tiffany & Co. Air Force 1. Paying homage to the brand’s heritage, the Air Force One Low
was produced using premium materials, including Tiffany’s 925 silver on the back of the
coveted sneaker. The Nike Swoosh is also featured in the iconic Tiffany Blue. The tongue
reads “Tiffany” in cursive and “NIKE AIR” is embroidered on each heel tab and engraved
on sterling silver plates below.

Nike Logo and Its History

This is a look at the Nike Logo and some history behind the business.

The Nike swoosh symbol is one of the world’s simplest but most effective branding visuals.
Along with athletes and sports followers, millennials like buying products bearing the Nike
logo. In fact, 62% of the sports shoe market belongs to Nike. The swoosh image has a life of
its own as it’s already patented and extremely popular.
Nike is a United States corporation with headquarters in Washington County in the state of
Oregon. In 1964 the company was founded by Phil Knight and Bill Bowerman. The company
was initially known as Blue Ribbon Sports but switched to the present Nike name in 1971.

Nike has over 44,000 employees around the globe, and its total assets are about $15 billion.
The company has more than 700 outlets worldwide and sells a wide variety of sports apparel
with creative packaging. Its most popular athletic shoes bear the Nike emblem.

The Nike Logo is, in some way, the best type of emotional communication. Through its
slogan “Just Do It” and visual elements, the company has endeavored to promote the
psychological impact of its products.

The Nike Logo’s Evolution

The Nike emblem is one of the most iconic and popular logos in history. The swoosh is so
famous that most of the company’s recent ads omit the Nike name altogether and use just the
logo, often alongside their tagline “Just Do It.”

The Nike logo was designed by Carolyn Davidson, a graphic design student attending
Portland State University, where Phil Knight, one of Nike’s founders, was an accounting
professor. For her troubles, Carolyn Davidson was paid just $35! Despite being a simple but
famous logo, the swoosh symbol has changed and evolved since it was first conceived.

1971

Carolyn Davidson’s first designs didn’t catch Knight’s eye, but he still decided to use them,
accepting that they’d perhaps win him over in time.

1978

Futura Bold replaced the cursive serif typeface in 1978. The new font has a far more
geometric shape, and the edge of “E” runs into the swoosh’s tail. The style of kerning is
particularly intriguing, with different spacing between the letters.

1985

For a brief period, the Nike logo was inside a square. But this didn’t last long as it was during
this period that Nike started endorsing popular athletes, with Michael Jordan the most
prominent of the lot.

By the late 1980s, Nike introduced its motto “Just Do It.” Legend has it that the slogan was
inspired by the phrase “let’s do it,” which were the last words uttered by death row killer
Gary Gilmore before his execution.

1995

Nike’s current logo, the lone swoosh, was adopted in 1995. Today, the emblem is understood
to stand for athleticism, speed, and quality in clothing design. Frequently mentioned as one of
the world’s most recognizable logos, the Nike symbol makes a solid case for simplicity.

The Nike Logo Design Elements

The Nike Logo is one of the most basic logo designs. The simple swoosh symbol makes the
logo a memorable business sign. The company heavily leans on this sign for its brand
identity.

Nike Logo Shape: The swoosh symbol is the shape of a wing of Nike, the Greek Goddess of
Victory. So, Carolyn Davidson had the shape of the wing in mind, thanks to the goddess.

Nike Color: The swoosh symbol has appeared in a variety of colors over the years. For many
years, it appeared in pitch black color. Then, a plain orange hue was made the brand’s color.

Nike Logo Font: Nike’s logo is a sign. But the motto “Just Do It” sometimes appeared above
the logo. Sometimes the company name appears on the logo as well. The text uses the elegant
Futura Bold font. The Nike name is in bold letters, which helps to advertise the brand.

The letter K is slightly slanted to make the company name distinctive and visible. The name
“Nike” appeared in Futura Bold on top of the logo until 1995.

The company name “Nike” was removed from the logo in 1995. The swoosh was the only
logo design element left and is the company’s sole identifier.
 OBJECTIVE OF THE STUDY

1 To understand and respond to changing consumer preferences and buying habits.

2 To evaluate the effectiveness of current marketing campaigns and initiatives.
3 To identify opportunities for product innovation and design improvements.
4 To analyze the impact of sustainability and corporate responsibility initiatives on
brand perception.
5 To assess the competitive landscape and potential threats in the athletic apparel and
footwear industry.
6 To optimize pricing strategies and distribution channels for increased market share.
 Chapter 2

Review of Literature

Nike-Michael Jordan deal inspires Ben Affleck, Matt Damon's third collaboration
ByYvonne Jacob
Apr 20, 2022
06:35 pm

Ben Affleck will direct Matt Damon and star with him in a Michael Jordan-Nike's deal based
film
After Good Will Hunting (1997) and The Last Duel (2021), actors Ben Affleck and Matt
Damon are reuniting for their third movie.Touted as a sports marketing film, it will be on
Nike and how the company cracked the deal to rope in basketball legend Michael Jordan as a
brand endorser, thanks to Sonny Vaccarro.Damon will be essaying the role of Vaccarro.
Why does this story matter?
Famously described as a "maverick sneaker salesman," Vaccarro pursued Jordan relentlessly
in the 1980s and finally convinced him to be the face of their sneaker collection.Nike then
officially came into the limelight.Vaccarro later moved to Adidas and Reebok before
establishing ABCD Camp, a youth basketball camp, in 1984.He ran it till 2006.Even
imagining Damon as Vaccarro is promising!
Affleck, Damon's involvement with the project
The film will see Affleck playing Phil Knight, the co-founder of Nike.The star will helm
the upcoming movie, too, and this will be the first time he will direct his good friend,
Damon.To note, Damon is also a producer of this film and has written the script along with
Affleck.Affleck's last directorial was the box office bomb called Live by Night.
Film will have appearances by Jordan's closest people
The Hollywood film will also introduce Jordan's parents to the audience.Jordan's mother, his
advisers, former coaches, friends and other close people of the former basketball star will be
seen, too.The original script, written by Alex Convery, was named as one of Hollywood's
best-unproduced scripts by the 2021 Black List.Affleck and Damon are tweaking the same to
suit the current audience's taste.
Actors' last collaboration failed commercially
The upcoming film is being produced by Amazon Studios, Skydance Sports, and Mandalay
Pictures.Affleck and Damon's last film together The Last Duel received positive responses
from critics but failed to mint money upon release.Apart from this, Affleck will be seen as
Batman in DC's next film The Flash.On the other hand, Damon will appear in Christopher
Nolan's film Oppenheimer.

Nike suffers record rout on China concern, inventory woes

Published Wed, Aug 23, 2023 · 7:23 am

NIKE posted a record streak of losses as concern over China’s sluggish consumer recovery
builds and elevated merchandise stockpiles continue to weigh on profitability across the
active wear industry.

The stock slid 1.4 per cent to US$101.46 on Tuesday (Aug 22), falling for a ninth straight
session in its longest losing streak since the company’s initial public offering in December
1980. The latest drop came after retailer and Nike customer Dick’s Sporting Goods reported
disappointing fiscal second-quarter results and cut its profit outlook for the year, due in part
to more theft at its stores.

Nike’s weakness coincides with increasing signs of a soft consumer rebound in China, which
is a key growth market for the sports-gear giant. China’s retail sales growth decelerated to 2.5
per cent in July, worse than the median forecast of 4 per cent.

Investors are waking up to the fact that China’s growth is going to be slower,” said Matt
Maley, chief market strategist at Miller Tabak + Co. They’re also realising that China is not
going to do as much as it has in the past to boost growth, he said.

The rout has wiped out nearly US$13 billion of Nike’s market value, which currently stands
at US$155 billion. Even before the recent slump, Nike had failed to keep pace with the
advance in the broader market. It’s now down 13 per cent this year, while the S&P 500
Consumer Discretionary Index has surged 29 per cent.

In its most recent quarterly results in late June, Nike reported earnings per share that fell just
short of analysts’ expectations, signalling that the company is still working to sell off excess
in Wedbush analyst Tom Nikic said recent earnings reports from Under Armour and
Champion owner Hanesbrands have likely stoked investor concern over persistently high
inventory levels at athleticwear companies, and the negative impact promotions will have on
their margins.

He said Foot Locker’s earnings report on Wednesday will be an important signal for Nike,
which is due to report its next results in late September. Foot Locker often provides details
around the performance of its brands, he said. In 2022, the retailer purchased 65 per cent of
its athletic merchandise from Nike.

Nikic has an outperform rating on Nike shares, as do the majority of analysts tracked by
Bloomberg. Nike has 25 buy ratings, 11 holds and five sells, and an average analyst price
target of US$127, which implies about 26 per cent return potential over the next year.
BLOOMBERG ventory with discounts.

Nike, Adidas bet big on Women’s World Cup football shirts and merch
Published Thu, Aug 17, 2023 · 4:57 pm

WHEN England and Spain meet in the World Cup final on Sunday (Aug 20), millions of
football fans will be glued to their televisions. Many will gamble on the outcome. But for
companies like Nike and Adidas, there’s a whole other bet playing out: whether they made
enough merchandise to satisfy the euphoric demand from fans of the winning team.

The companies decided months ago how many replica and authentic jerseys to manufacture
for each of the women’s teams. Those decisions were based on a combination of historical
shopping patterns for each country, conversations with retail partners and a fair bit of
conjecture. Getting the picture wrong can have real consequences – both in terms of lost sales
and angered fans.

“There is no formula for it – I wish there was,” Bjorn Gulden, chief executive officer of
Adidas, said of the process for forecasting demand. “If there was someone who knew that,
that person would be hired immediately.”

or this year’s Women’s World Cup, the stakes are particularly high. This is the first time the
tournament has featured 32 teams and the prize money is triple what it was in 2019. Adidas,
Nike and Puma have invested more than ever into marketing and outfitting some of the
players. Globally, interest appears to be at an all-time high.

Now, for the wrinkle that nobody could have predicted: many of the tournament favourites,
including every country that’s ever won the Women’s World Cup before, has already been
eliminated.

Too many, too few :

There are two ways to misjudge demand. If you produce too much of a country’s jerseys, it
could take months to work through all that excess inventory (perhaps leading to steep
markdowns in price.) That’s what Puma had to do twice in recent years after Italy’s men’s
football team failed to even qualify for the World Cup.

Underdogs:
Companies risk becoming punching bags when they’re caught off guard. England’s Mary
Earps has taken Nike to task for not making fan versions of women’s goalkeeper jerseys
(Adidas also doesn’t make these.) Meanwhile, Adidas has been criticised for not making
versions of the women’s World Cup uniforms in men’s sizes, Gulden said.

Then there are the usual challenges with big tournaments. As ever, there have been some
high-profile upsets, with Germany exiting in the first round (sorry, Adidas) and the US
getting eliminated early in the knockout stage (sorry, Nike).

While that could leave these companies with more merchandise than fans want, it’s not
necessarily bad for the sport. When the same teams win over and over, their fans don’t
necessarily go crazy with enthusiasm, Mack says. When an underdog wins, though, it can
create rare levels of excitement.

As it turned out, each of the two big sportswear makers ended up with a team in the final:
Nike sponsors England, while Adidas sponsors Spain. Nike has already seen “incredibly
strong” demand for England’s uniforms and for now it continues to have supplies available, a
spokesman said.

Nike's rivals play catch-up in marathon shoe wars

Published Sat, May 09, 2020 · 10:32 am

PARIS] When Eliud Kipchoge made history by beating the two-hour mark for the marathon,
the Kenyan was wearing a pair of controversial Nike running shoes that has sent rival
companies scrambling to play catch-up in a business worth billions of dollars.

The likes of Adidas, Asics, Brooks, Hoka, New Balance and Saucony have recently released
or are about to unveil their own carbon-fibre versions of running shoes.

Critics claim the new shoes are the equivalent of mechanical doping, while supporters hail
them as a revolutionary technical advance in footwear after decades of stagnation.

Nike said its Vaporfly range, unveiled in 2016, was an "example of how product design can
capture the fascination of an entire sporting community and, more broadly, inspire new
benchmarks of athletic potential", boasting an improvement in times by up to four percent.

Elite athletes wearing versions of the Vaporfly, the carbon plates of which lend a propulsive
sensation to every stride, have set a rash of personal bests and Nike runners have practically
swept the board in long-distance events - they took 31 of the 36 podium places at the six
marathon majors last year.

Mr Kipchoge was wearing an AlphaFly prototype boasting three carbon-fibre plates when he
dipped under two hours in Vienna on October 12, while fellow Kenyan Brigid Kosgei was in
ZoomX Vaporfly Next% shoes featuring a single plate when she set a startling new women's
record of 2 hours, 14 minutes and 4 seconds in Chicago a day later.

Critics have been quick to question the advantage Nike-wearing athletes suddenly enjoyed.
That led to World Athletics eventually stepping in to limit the thickness of the sole to 40
millimetres (Vaporfly are 36mm) and one embedded plate, while also insisting that running
shoes had to be commercially available from mid-March to be allowed in elite competition -
that is, no more prototypes.

Nike unveils next-generation self-lacing basketball shoes

Published Wed, Jan 16, 2019 · 6:43 am

NEW YORK] In the 1980s, the "Back to the Future" film franchise suggested we would all
eventually wear self-lacing sneakers.

Then a few years ago, Nike made the movie magic a reality, introducing its first shoe to the
public with so-called "power lacing." And on Tuesday, the global sportswear giant took it a
step farther - now your shoes will automatically loosen or tighten when you step into them,
and then adapt based on your activity. Wait for it - the Nike Adapt BB shoes, which go on
sale on February 17 for US$350 in the United States, are controlled by the touch of a button
or a smartphone app. "We picked basketball as the first sport for Nike Adapt intentionally
because of the demands that athletes put on their shoes," Eric Avar, Nike VP creative director
of innovation, said in a statement. Using a custom motor and gear train, "Adapt" technology
enables the shoe to be automatically adjusted to the foot. The app allows the player to load in
different fit preferences - for example, game play versus a timeout. Boston Celtics forward
Jayson Tatum is the first pitchman for the new shoe. "That the app allows the ability to put
the shoe on and touch the button, change the colors, see the percentage on the battery...it's
just cool," Tatum said in a statement.Nike says it plans to bring the system to shoes for other
sports.

At US$437,500, Nike running shoes smash auction record for sneakers

Published Thu, Jul 25, 2019 · 5:50 am

New York

A PAIR of 1972 running shoes, one of the first pairs made by Nike, sold for US$437,500 on
Tuesday, shattering the world record for a pair of sneakers at public auction.

The so-called Nike Moon Shoe, designed by Nike co-founder and track coach Bill Bowerman
for runners at the 1972 Olympics trials, was the top lot in the first-ever auction dedicated to
sneakers at Sotheby's auction house in New York.Sotheby's said the price was a world
auction record for a pair of sneakers. The buyer in the online auction was not immediately
known. The highest previous price fetched at public auction for sneakers is thought to be
US$190,373 in California in 2017 for a pair of signed Converse shoes said to have been worn
by former Chicago Bulls player Michael Jordan in the 1984 Olympic basketball final.
Sotheby's, better known for selling art works fetching tens of millions of dollars, teamed up
with streetwear marketplace Stadium Goods to auction 100 pairs of the rarest sneakers ever
produced in a venture that reflects their fast-growing status as collectibles.The other 99 pairs
of sneakers originally up for auction were bought privately as a single lot last week for
US$850,000, Sotheby's said. They were acquired by Canadian car collector and investor
Miles Nadal who plans to display them at his private automobile museum in Toronto,
Sotheby's said.dal's haul included 2011 and 2016 versions of the Back to the Future Part II
limited-edition shoes by Nike that were inspired by the 1989 film starring Michael J Fox, and
limited-edition sneakers produced by Adidas, Air Jordan and rapper Kanye West's Yeezy
collection. REUTERS

Nike's bid to challenge old-school Adidas Cool gets winded

Its reboot of the Cortez with a big campaign isn't shifting as many sneakers as hoped for, and
the sales are falling. Adidas, however, is garnering more buzz
Published Sat, Nov 25, 2017 · 5:50 am

NIKE 1967, the company that would become the world-famous shoe brand Nike needed an
identity for its new, state-of-the-art running shoe.Co-founders Phil Knight and Bill
Bowerman settled on "Aztec", but, as Mr Knight's autobiography tells it, industry giant
Adidas had a track spike called "Azteca Gold", and was allegedly threatening to sue.The Nike
founders, firing the first volley in what was to become a decades-long rivalry with the
German shoemaker, decided to call their new shoe the "Cortez" - after "the guy who kicked
the (crap) out of the Aztecs".In the 50 years since that branding decision, Nike became both
commercial behemoth and cultural phenomenon.But by last year, the tide of the long...

Nike returns to growth in North America, tops estimates

Published Fri, Jun 29, 2018 · 10:28 am

Nike said its new products in the past 3 months - Air Max 270, VaporMax and
Nike Inc beat fourth-quarter profit and revenue estimates as new launches and focus on
direct-to-customer sales helped reverse declining sales in North America for the first time in a
year.The Dow component's shares rose 8 per cent to US$77.40 and were on track to hit a
record at open on Friday after the company also announced a new US$15 billion buyback
program and said it expected fiscal 2019 revenue at the higher end of its earlier forecast. The
Oregon-based athletic shoe maker has struggled in North America, its biggest market, as it
battles tough competition from a resurgent Adidas and Puma, as well as bankruptcies of
sports retailers such as Sports Authority and Sports Chalet.Nike has responded with an
emphasis on new launches and selling directly to customers through its stores and online,
while also partnering with Amazon.com Inc.The company launched several sneakers in the
fourth quarter, including singer Kendrick Lamar's Cortez Kenny III line of shoes.Epic React -
are already the top 3 selling women's athletic footwear models above US$125.

Sales in the North America rose 2.76 per cent, easily beating analysts' estimate of a 0.98 per
cent increase, according to Thomson Reuters I/B/E/S."They are probably gaining back some
of (the) shelf space they lost," Edward Jones analyst Brian Yarbrough said.Nike said it
expects 2019 revenue to be in the high single-digit range, compared with its earlier forecast
of mid-to-high single-digit growth."I'm confident we'll use this quarter as a catalyst for
growth into fiscal '19 and beyond," chief executive officer Mark Parker said on a call with
analysts.Nike said it expects gross margin to expand roughly 50 basis points or slightly
greater in 2019, fuelled by full-price sales and growth in its direct-to-customer
business.Fourth-quarter gross margin had expanded 60 basis points to 44.7 per cent.Net
income rose to US$1.14 billion, or 69 US cents per share, in the fourth quarter ended May 31,
from US$1.01 billion, or 60 US cents per share, a year earlier.Excluding one-time items, the
company earned 69 US cents per share, beating estimates of 64 US cents.Total revenue rose
12.8 per cent to US$9.79 billion, also topping estimates of US$9.41 billion.

The company, which has set a US$50 billion revenue target for 2020, said fiscal 2018 sales
rose 6 per cent to US$36.40 billion.

Nike says its shoes will make you run much faster. What if it's actually true?
Published Fri, Jul 20, 2018 · 5:50 am

IF a running shoe made you 25 per cent faster, would it be fair to wear it in a race? What
about 10 per cent? Or 2 per cent? The Nike Zoom Vaporfly 4% - a bouncy, expensive shoe
released to the public one year ago - raises these questions like no shoe in recent distance
running history.

Nike says the shoes are about 4 per cent better than some of its best racing shoes, as
measured by how much energy runners spend when running in them. That is an astonishing
claim, an efficiency improvement worth almost 6 minutes to a 3-hour marathoner, or about 8
minutes to a 4-hour marathoner.And it may be an accurate one, according to a new analysis
by The New York Times of race data from about 500,000 marathon and half marathon
running times since 2014.Using public race reports and shoe records from Strava, a fitness
app that calls itself the social network for athletes, The Times found that runners in Vaporflys
ran 3 per cent to 4 per cent faster than similar runners wearing other shoes, and more than 1
per cent faster than the next-fastest racing shoe.

The Times found that the difference was not explained by faster runners choosing to wear the
shoes, by runners choosing to wear them in easier races or by runners switching to Vaporflys
after running more training miles. Instead, the analysis suggests that, in a race between two
marathoners of the same ability, a runner wearing Vaporflys would have a real advantage
over a competitor not wearing them.The advantages for runners wearing Vaporflys were
consistent for slower racers and fast ones; for men and women; for runners on their second
marathon or their fifth.

The Vaporflys - which retail at US$250 a pair - were widely released to the public by Nike
last summer. Unlike most running shoes, they have a carbon-fibre plate in the midsole, which
stores and releases energy with each stride and is meant to act as a kind of slingshot, or
catapult, to propel runners forward. Compared with typical training shoes, the Vaporflys are
believed to wear out quickly: some runners have said they lose their effectiveness after 160
km or so.

The apparent effectiveness of the shoes highlights an issue that has vexed sports officials for
decades: how to determine which technological advances constitute an unfair competitive
advantage.

Golf officials barred the use of certain balls that fly straighter, the NFL barred the use of a
sticky substance that helped players catch the ball, and swimming officials barred high-tech
suits that were said to have enhanced buoyancy and speed.The swimsuits were believed to
lower times by as much as 2 per cent - comparable to the apparent advantage derived from
Nike Vaporflys relative to the next-best-performing popular shoes in The Times data.The
International Association of Athletics Federations, track's governing body, has rules about
shoes, but they are vague: "Shoes must not be constructed so as to give athletes any unfair
assistance or advantage." It does not specify what such an advantage might be.

The rules also state that shoes "must be reasonably available to all in the spirit of the
universality of athletics". The Vaporflys sell out quickly; on the secondary market, a pair can
cost US$400 or more. Nike's newest version of the shoe, the Elite Flyprint, was sold to a
limited number of runners in London for the 2018 London Marathon at a cost of £499 (about
S$890).When asked whether the shoes conform to track and field's rules, a spokesman for
Nike wrote in an email that the shoe "meets all IAAF product requirements and does not
require any special inspection or approval". Yannis Nikolaou, a spokesman for the IAAF,
said that while it's accurate to say that the Vaporflys are legal, it's actually more accurate to
say there is no evidence they shouldn't be.

"We need evidence to say that something is wrong with a shoe," he said. "We've never had
anyone to bring some evidence to convince us." NYTIMES

Michael Jordan memorabilia soars in value amid Last Dance nostalgia

Published Mon, May 18, 2020 · 5:50 am

New York THE immense global success of the documentary, The Last Dance, amid the
coronavirus lockdown has boosted sales of collectibles related to American basketball legend
Michael Jordan, some of which are trading in the hundreds of thousands of dollars."Timing is
everything," says Jordan Geller, a collector who on Sunday became richer by at least
US$240,000, thanks to the sale at Sotheby's of a pair of Air Jordan 1 sneakers - the first
model created especially by Nike for Jordan, who made his NBA debut back in 1984.

fNThe game-worn pair could set an auction record for sneakers set last year by Nike's Moon
Shoe, a pair of which sold for US$437,500.

The various Air Jordans have been popular with collectors for 30 years, along with jerseys
and trading cards featuring Jordan - who won six NBA titles with the Chicago Bulls and is
widely considered the greatest player in NBA history. Many specialists consider Jordan a key
figure in creating the market for collectible sneakers, with only non-sports personalities such
as Kanye West or Travis Scott able to compete with him today.

But ESPN's 10-part documentary, The Last Dance, which weaves details of Jordan's entire
career through the narrative of the Bulls' pursuit of a sixth NBA title, has ramped up interest
in all things Jordan.

"I think this is a game-changer," Chris Ivy, director of sports collectibles at Heritage
Auctions, said of the documentary series that was carried globally by Netflix.He predicted the
interest fuelled by The Last Dance - the first episode aired on April 19 - will continue.On the
Stock X shoe resale platform, the Air Jordan 1 Chicago model now sells for up to US$1,500,
compared with US$900 in March. "That could be largely attributable to the documentary
because that's a sneaker that's been on the market for years," says StockX economist Jesse
Einhorn. Likewise, a 1986 Fleer collector's card sold for US$96,000 in early May at Heritage,
an item that was worth US$20,000 to US$30,000 at the beginning of the year."A lot of people
who had a sports cards collections as a kid have been frantically going through their attics to
find those boxes and those binders," laughs Geoff Wilson, founder of the Sports Card
Investor platform."I haven't seen anything like this, where it's well past his career," Mr Ivy
said, noting Jordan retired in 2003.The excitement extends beyond Jordan himself. Sales of
Bulls-branded items are up 400 per cent in May compared to last year on the sports
merchandise site Fanatics.

"For a lot of people my age between 40 and 50 years old, Michael Jordan was the Babe Ruth
of our generation," Mr Ivy said. "People in that age range are starting to get in a point in their
lives where they're starting to collect again."

Even younger fans, weaned on the exploits of the late Kobe Bryant and LeBron James, are
feeling the allure of Jordan."The majority of our customers are millennials and Gen Z, many
of whom were not necessarily alive when Jordan played," Mr Einhorn said. "It's a testament
to Jordan's staying power as an iconic, almost like mythical, cultural figure ."The market for
basketball shoes is maturing, with support from a new generation of enthusiasts as evidenced
by the emergence of trading platforms and the prices realised at auctions over the last three
years.

"Sneaker collecting and reselling used to be underground activities that were enjoyed by a
few sneaker heads," Mr Geller said. "It's much more mainstream now. "The change has not
escaped the notice of manufacturers, who have adapted their marketing and promotional
strategies accordingly.

"Sneaker brands are catering to sneaker collectors by releasing more and more limited edition
sneakers, so with smaller quantities demand goes through the roof," he said.In Mr Geller's
opinion, nothing can compare to the original Air Jordans, especially those that can be linked
to the great man himself.

"I think the Game Worn Air Jordan 1s are the most iconic sneakers of all time," he said. "The
fact that these shoes were Game-Worn by Michael Jordan takes them to a whole other level."

Asked if any of Jordan's memorabilia would ever reach the US$1 million mark, Mr Ivy felt it
was only a matter of time.

"I think so. I'm working towards a consignment in the future that I think has the potential to
get to a million dollars," he said. AFP
‘Foot Fungus’: Nike’s Rs 17,000 sneakers trolled for bad design
One of the designs from Nike’s ISPA Mindbody Men’s shoe range is being trolled for its
excessively worn-out look.
By: Trends Desk
New Delhi | Updated: June 21, 2023 09:37 IST

Nike is easily one of the biggest and most popular shoe brands in the world. However,
the multinational shoe company is getting flak for its bad design for one of its recent
designs. One of the designs from Nike’s ISPA Mindbody Men’s shoe range is getting
trolled for its excessively worn-out look. These shoes were priced at Rs 16,995.
The pictures of the highly contested sneakers have since gone viral on social media. A
netizen described the shoe as “Foot Fungus”, while another one said that the shoes looked
like “wet cardboard wrapped in newspaper”.
As per Nike’s website, ISPA stands for “Improvise. Scavenge. Protect. Adapt” and all ISPA
products aim to address the “discreet needs of the city dweller”.
This is not the only time that big-brands have been criticised for overpriced shoes that
emulate a worn-out aesthetic. In February 2019, Gucci was criticised for launching a pair
of dirty-looking trainers. Described as ‘a pastiche of different influences that span across
decades’ and ‘materials inspired by vintage sportswear’, the trainers were priced at £615
(INR 57,078)

CHAPTER 3
RESERCH OF METHODOLOGY

3.1 SCOPE OF THE STUDY

The study was confined only to the consumers of Nike brand. For the analysis primary data
are collected through questionnaire and secondary data are obtained from published journal,
magazines, websites. The scope of the study is to analyze the approach of youth towards Nike
brand and understanding about the factors affecting the brand loyalty.

3.2 RESEARCH DESIGN :

In this case, a descriptive research and casual research design study will be used to study the
relationship in question. This study will help us to understand the consumer’s perception
about Consumer Behaviour toward Nike shoes.

3.4 HYPOTHESIS:
Hypothesis 1: Brand Perception and Consumer Behaviour
 Null Hypothesis (HO) : Brand perception does not significantly influence consumer
behaviour towards Nike shoes.
 Alternative Hypothesis (H1) : Positive brand perception significantly influence
consumer behaviour toward Nike shoes.
Explanation : This hypothesis explores whether consumer perception of the Nike brand play a
significant role in their decision to purchase Nike shoes. We anticipate that consumers with a
positive brand perception are more likely to buy Nike shoes.
Hypothesis 2 : Product Quality and Consumer Behaviour
 Null Hypothesis (HO) : Product quality does not significantly influence consumer
behaviour towards Nike shoes.
 Alternative Hypothesis (H1) : Perceived product quality significantly influence
consumer behaviour toward Nike shoes.
Explanation : This hypothesis examines whether perceived quality of Nike shoes affects
consumer behaviour. It is expected that consumers who perceive Nike shoes as high-quality
product are more inclined to make a purchase.

Hypothesis 3 : Price Sensitivity and Consumer Behaviour

 Null Hypothesis (HO) : Price sensitivity does not significantly influence consumers
behaviour toward Nike Shoes.
 Alternative Hypothesis (H1) : Price sensitivity significantly influences consumer
behaviour toward Nike Shoes.
Explanation : This hypothesis focuses on whether consumer price sensitivity impacts their
decision to buy Nike Shoes. We predict that price- sensitive consumers may be less likely to
purchase Nike shoes if they perceive them as too expensive.

Hypothesis 4 : Social Influence and Consumer Behaviour

 Null Hypothesis (HO) : Social influence does not significantly influence consumer
behaviour towards Nike shoes.
 Alternative Hypothesis (H1) : Social influence significantly influences consumer
behaviour toward Nike Shoes.
Explanation : This hypothesis investigates the role of social influence, including factors like
peer recommendation, celebrity endorsement, and social media trends. In shaping consumer
behaviour regarding Nikes shoes. We expect that social influence has a significant impact on
consumer decisions.

Hypothesis 5 : Online Shopping Experience and Consumer Behaviour

 Null Hypothesis (HO) : Online shopping experience does not significantly influence
consumer behaviour toward Nike shoes.
 Alternative Hypothesis (H1) : A positive online shopping experience significantly
influences consumer behaviour toward Nike shoes.
Explanation : This hypothesis examines whether the online shopping experience, including
factors such as website usability and consumer service. Influences consumer’s decision to
purchase Nike shoes. We predict that a positive online shopping experience will enhance
consumer behaviour.

Hypothesis 6 : Demographic Factor and Consumer Behaviour

o Null Hypothesis (HO) : Demographic factors do not significantly influence consumer
behaviour towards Nike shoes.
o Alternative Hypothesis (H1) :Demographic factors significantly influence consumer
behaviour towards Nike shoes.
Explanation : This hypothesis explores how demographic factors such as age, gender, income
, and education level impact consumer behaviour towards Nike shoes. We anticipate that
different demographic groups may exhibit varying buying patterns.

3.5 Data Collection :

3.1 Secondary Data :
 Company Reports and Websites : Explore Nike’s website and annual reports for
information on their marketing strategies product releases, and consumer engagement
initiatives.
 Market Research Reports : Access market research reports from reputable source like
Nielsen, Euromonitor, These reports often contain consumer behaviour data.
  Academic Journals and Articles : Search for peer- reviewed articles and studies
related to consumer behaviour and Nike products in academic databases such as
JSTOR or Google Scholar.
 Government Data: Check government source for data on the sportswear industry and
consumer preference. For example, the U.S Bureau of Labor Statistics or the
European Union’s statistical agency, Eurostat.
 Social Media and Online Reviews : studies social media platforms, review
websites( e.g Amazon, Trustpilot), and forums where consumers discuss their
experience with Nike shoes.
 Competitor Data : Study the consumer behaviour data of Nike competitors, like
Adidas or Puma, to draw comparisons and gain insights.
 Consumer Survey and Studies : Review existing surveys and studies conducted by
research organizations or marketing agencies that focus on Nike consumer base.
 Retailer Data : Collect data from retailer selling Nikes shoes , such as sales figures,
customer review and inventory trends.

3.2 Primary Data :

 Surveys and Questionnaires: Create structured surveys or questionnaires to gather
quantitative data from Nike shoe consumers. Ask questions related to their
preferences, purchase habits, satisfaction levels, and brand loyalty. Use online survey
platforms, face-to-face interviews, or telephone surveys to collect responses.
 Focus Groups: Organize focus group discussions with Nike shoe consumers.Engage
participants in open-ended discussions about their perceptions, opinions, and
experiences with Nike products. Record and analyze the conversations for insights.
 Observations: Conduct in-store or online observations of consumers interacting with
Nike shoes. Note factors like product selection, decision-making processes, and
behaviours in real-life shopping situations.
 In-depth Interviews: Conduct one-on-one interviews with a diverse group of Nike
shoe consumers. Ask probing questions to explore their motivations, values, and
personal stories related to Nike products.
3.6 Statitistical tools used for data analysis :
 Descriptive Statistics:
1. Mean (Average): Calculate the average price, satisfaction rating, or other relevant
metrics related to Nike shoes.
2. Median: Determine the middle value of a dataset, which is useful for understanding
the central tendency of variables.
3. Mode: Identify the most frequently occurring preferences or characteristics among
consumers.
 Frequency Analysis: Use frequency distributions to understand the distribution of
specific attributes like shoe sizes, color preferences, or purchase frequency.
 Correlation Analysis: Examine relationships between different variables. For
example, you can analyze whether there's a correlation between the price of Nike
shoes and customer satisfaction.
 Regression Analysis: Conduct regression analysis to understand how independent
variables (e.g., price, advertising expenditure) impact dependent variables (e.g., sales
volume, customer loyalty).
 T-Tests and ANOVA: Utilize t-tests or analysis of variance (ANOVA) to compare
means between different groups, such as the consumer behaviour of different age
groups or regions.
 Chi-Square Analysis: Apply chi-square tests to determine the association between
categorical variables. For instance, you could analyze if there's a relationship between
gender and Nike shoe preferences.
 Factor Analysis: Employ factor analysis to identify underlying factors that drive
consumer behaviour. For example, what factors contribute to a customer's decision to
purchase Nike shoes (e.g., brand reputation, price, design)?
 Cluster Analysis: Use cluster analysis to group consumers with similar preferences
and behaviour into segments. This helps in creating consumer profiles and targeted
marketing strategies.
 Time Series Analysis: If you have data collected over time, time series analysis can
help in understanding how consumer behaviour towards Nike shoes changes
seasonally or over the years.
 Sentiment Analysis: Analyse . social media comments, reviews, and feedback using
natural language processing techniques to gauge the sentiment of consumers towards
Nike shoes .Conjoint Analysis: Implement conjoint analysis to determine the relative
importance of different product attributes (e.g., price, style, comfort) in influencing
purchase decisions.
  Market Basket Analysis: Investigate which Nike shoe models or product
combinations are frequently bought together, helping in cross-selling and bundling
strategies.
 Customer Segmentation: Use various clustering techniques like k-means clustering or
hierarchical clustering to segment consumers based on their behaviour and
preferences.
 Loyalty Analysis: Calculate customer retention rates, customer lifetime value, and
churn rates to assess brand loyalty and identify areas for improvement.
 Survival Analysis: If you have data on the time to purchase (time until the next Nike
shoe purchase), survival analysis can help in understanding customer retention and
attrition.
 Machine Learning Techniques: Implement advanced machine learning algorithms
like decision trees, random forests, or neural networks to predict future consumer
behaviour and make personalized recommendations.

3.6 Demographic profile of Respondents :

1) Age Classification:

 The majority of the respondents (73.3%) are under 18 years old.

 A small percentage (13.3%) fall within the 18-24 age group.
 There are minimal responses from other age categories, with no respondents falling in
the 25-34 age group.

2) Gender:

 The majority of the respondents (77.8%) are male.

 A smaller percentage (17.8%) are female, and a few respondents (4.4%) prefer not to
disclose their gender.

3) Frequency of Purchasing Athletic Footwear:

 A significant portion of the respondents (73.3%) purchase athletic footwear

occasionally.
 A smaller percentage (17.8%) rarely purchase athletic footwear.
 A very small portion (2.2%) of respondents never purchase athletic footwear.
4) Preference for Nike Shoe Model:

 The most preferred Nike shoe model among the respondents is Air Jordan (68.9%).
 Other models like Air Max, Air Force, and Air Max 90 also have a certain level of
preference among the respondents.

5) Influence of Brand Reputation on Purchase Decision:

 A majority of respondents (71.1%) do not consider brand reputation important in their

decision to purchase Nike shoes.
 A small percentage (17.8%) consider brand reputation important, and a few (2.2%)
find it somewhat important.

6) Engagement in Physical Activities:

 A majority of respondents (80%) engage in physical activities rarely, while a small

portion (4.4%) engage in physical activities 3-5 times a week.

7) Factors Influencing Purchase Decision:

 A significant number of respondents (66.7%) are influenced by celebrity

endorsements when purchasing Nike shoes.

8) Preferred Purchase Locations:

 Most respondents (73.3%) prefer purchasing Nike shoes from online platforms like
Amazon, Ajio, Mytra, and Flipkart.

9) Recommendation of Nike Shoe to Others:

 A significant majority (68.9%) of respondents are extremely unlikely to recommend

Nike shoes to friends and family members.

10) Preferred Colors:

 A large portion of respondents (71.1%) prefer black and white-colored Nike shoes,
while other colors have smaller percentages.
11) Satisfaction with Pricing and Worth of Nike Shoes:

 The majority of respondents (75.6%) are unsatisfied with the pricing of Nike shoes.
A significant percentage (84.4%) of respondents find Nike shoes to be worth the price.

12) Frequency of Replacement of Nike Shoes:

 Most respondents (77.8%) replace their Nike shoes rarely.

13) Nike Shoe Ownership:

 A significant majority (75%) of respondents own Nike shoes.

14) Preferred Material for Nike Shoes:

 A majority of respondents (73.37%) prefer leather material for their Nike shoes.

15) Source of Information for Nike Shoe Releases and Updates:

 The majority of respondents (77.8%) stay informed about Nike shoe releases and
updates through friends and family.

16) Intention to Recommend Nike Shoes and Purchase Other Brands:

 More than half of the respondents (55%) are likely to recommend Nike shoes to
others.
 A majority (73.3%) are willing to purchase another brand with a lower price.

17) Amount Spent on Nike Shoes:

 A significant portion of respondents (73.3%) spends more than 20000 on Nike shoes.

18) Willingness to Buy Lower-Priced Nike Shoes with Negligible Quality:

a. A significant majority (71.1%) of respondents are willing to buy Nike shoes at a

lower price even with negligible quality.

19) Impact of Advertisement:

b. A majority of respondents (71.1%) strongly disagree that advertisements have an

impact on their Nike shoe purchase decisions.
20) Preferred Type of Advertisement:

c. Display advertisements are the most preferred type among the respondents (75.6%).
This demographic profile provides insights into the preferences, behaviors, and
opinions of the respondents, giving a comprehensive understanding of the market for
Nike shoes.
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

 Table 4.1 Showing Age classification of respondents.

Age Respondents Percentage

Under 18 33 73.3%

18-24 6 13.3%

25-34 0 0%

35-44 1 2.2%

45-54 3 6.7%

55-64 1 2.2%

55-64 1 2.2%

Total 45 100%

Figure 4.1 Showing Age classification of respondents.

Age
2% 2%

2% 7%
Under 18
18-24
25-34
13% 35-44
45-54
55-64
55-64

73%

Interpretation :

Above table and diagram shows the age wise classification of respondents. It reveals that
73.3% of respondents are aged between Under 18, 13.3% of the respondents aged between
18-24, 0% of respondents are aged between 25-34%, 2.2% of respondents are aged between
35-44, 6.7% of respondents are aged between 45-54, 2.2 % of respondents are aged between
55-64 , 2.2% of respondents are aged between 65 above.
Table 4.2 Showing Gender wise of classification of respondents.

Gender Respondent Percentage

Male 35 77.8%

Female 8 17.8%

Prefer not to say 2 4.4%

Total 45 100%

Figure 4.2 Showing Gender wise of classification of respondents.

Gender
Male Female Prefer not to say

4%

18%

78%

Interpretation :

Table 4.2 shows the gender wise classification of respondents. It reveals that 77.8% are
male , 17.8% are female and 4.4% are Prefer not to say.
Table 4.3 Showing Frequently Purchase Athletic footwear of respondents.

Frequency Purchase Respondent Percentage

Very frequently 1 2.2%

Occassionally 33 73.3%

Rarely 8 17.8%

Never 3 6.7%

Total 45 100%

Figure 4.3 Showing Frequently Purchaser Athletic footwear of respondents.

Frequently Purchase
Very frequently Occassionally Rarely Never
2%
7%

18%

73%

Interpretation :

Table 4.3 Showing Frequently Purchase athletic footwear of respondents. It reveals that 2.2
% of respondents are very frequently purchase athletic footwear. 73.3% of respondents are
occasionally purchase athletic footwear. 17.8% of respondents are rarely purchase athletic
footwear. 6.7% respondents are never purchase athletic footwear.
Table 4.4 Showing most prefer Nike Shoes of Respondents.

Most prefer Nike shoe Respondent Percentage

Air max 8 16.9%
Air force 3 6.7%
Air jordon 31 68.9%

Air max 90 3 6.7%

Total 45 100%

Figure 4.4 Showing most prefer Nike Shoes of Respondents.

Most prefer Nike Shoes

Air max Air force Air jordon Air max 90

7%
17%

7%

69%

Interpretation :

Table 4.4 Show Most prefer Nike shoes of Respondents. It reveals that 16.9% of respondents
most prefer Air Max shoes . 6.7% of respondents most prefer Air force shoes. 68.9% of
respondents most prefer Air Jordon shoes. 6.7% of respondents most prefer Air max 90
shoes.
Table 4.5 Showing Purchase Nike shoe on Brand Reputation decision of
respondents.

Brand reputation Respondent Percentage

Important 8 17.8%

Some What Important 1 2.2%

Not Important 32 71.1%

Not Applicable 2 4.4%

Total 45 100%

Figure 4.5 Showing Purchase Nike shoes on Brand Reputation decision of

respondents.

Brand Reputation decision of respondents

Important
Some What Important
Not Important
Not Applicable

Interpretation :

Table 4.5 Showing Purchase Nike shoes on Brand Reputation decision of respondents. It
reveals that 17.8% decision of respondents are important to purchase Nike shoes on brand
reputation. 2.2% decision of respondents are some what important to purchase Nike shoe on
brand reputation. 71.1% decision of respondents are not important to purchase Nike shoes on
brand reputation. 4.4% decision of respondents are not applicable to purchase Nike shoes on
brand reputation.
 Table 4.6 Showing engage in Physical activities such as sport or exercise of
respondents.

Engage in Physical Activities Respondent Percentage

3-5 time a week 2 4.4%

1-2 time a week 3 13.3%

Rarely 36 80%

Never 4 3.1%

Total 45 100%

Figure 4.6 Showing engage in Physical activities such as sport or exercise of

respondents.

Physical activities
3-5 time a week 1-2 time a week Rarely Never

3% 4%

13%

79%

Interpretation :

Table 4.6 Showing engage in Physical activities such as sport or exercise of respondents. It
reveals 4.4% of respondents are engage in Physical activities 3-5 time a week such as sports
or exercise. 13.3% of respondent are engage in Physical activities 1-2 time a week such as
sports or exercise. 80% of respondent are engage in Physical activities Rarely such as sports
or exercise. 3.1% of respondent are engage in Physical activities Never such as sports or
exercise.
Table 4.7 Showing Factor influence to purchase Nike shoes decision of
respondents.

Factor Influence Respondent Percentage

Price 1 2.2%
Comfort 8 11.1%
Style 6 11.1%
Brand loyalty 2 4.4%
Celebrity endorsement 30 66.7%
Technological feature 2 4.4%
Durability 0 0%
Total 45 100%

Figure 4.7 Showing Factor influence to purchase Nike shoes decision of

respondents.

Factor influence

Price
Comfort
Style
Brand loyalty
Celebrity endorsement
Technological feature
Durability

Interpretation :

Table 4.7 Showing Factor influence to purchase Nike shoes decision of respondents. It
reveals that 2.2% of respondent price Nike shoes as Factor influence. 11.1% of respondent
comfort Nike shoes as Factor influence. 11.1% of respondent Style Nike shoe as Factor
influence. 4.4% of respondent Brand loyalty Nike shoe as Factor influence. 66.7% of
respondent celebrity endorsement Nike shoe as Factor influence. 4.4% of respondent
Technological Feature Nike shoe as Factor influence. 0 % of respondent Durability Nike
shoes as Factor influence.
Table 4.8 Showing Where Respondent Usually buy Nike shoe.

Mode of Purchase Respondent Percentage

Nike retail store 4 8.9%
Online ( Nike websites) 5 11.1%
Third party retail store 3 6.6%
online platform 33 73.3%
( amazon , ajio, mytra,
Flipkart )
Total 45 100%

Figure 4.8 Showing Where Respondent Usually buy Nike shoe.

mode of purchase
Nike retail store
Online ( Nike websites)
Third party retail store
Other online platform( amazon , ajio, mytra, Flipkart )

9%

11%

7%

73%

Interpretation :

Table 4.8 Showing Where Respondent Usually Buy Nike shoes . It reveals that 8.9 % of
respondent buy Nike shoe from Nike retail store. 11.1% of respondent buy Nike shoes form
Online ( Nike websites). 6.6% of respondent buy Nike shoe from Third party retail
store.73.3% of respondent buy Nike shoe from Other online platform ( amazon, aijo, mytra,
flipkart).

Table 4.9 Shows respondents recommendation of Nike shoe to Friends and

Family members.
 Recommendation Respondent Percentage
Extremely likely 1 2.2%
Neutral 10 22.2%
Unlikely 3 6.7%
Extremely unlikely 31 68.9%
Total 45 100%

Figure 4.9 Shows respondents recommendation of Nike shoe of Friends and

Family members.

Recommendation
Extremely likely Neutral Unlikely Extremely unlikely
2%

22%

7%

69%

Interpretation :

Table 4.9, It reveals that 2.2% are Extremely likely to recommend Nike products to
Friends and Family members. 22.2% are Neutral likely to recommend Nike products
to Friends and Family members, 6.7% are Unlikely to recommend Nike products to
Friends and Family members. 68.9% are Extremely unlikely to recommend Nike
products to Friends and Family members.

Table 4.10 Showing While Purchasing Nike shoe which colour respondent prefer.
 Colour Prefer Respondent Percentage
Black 4 8.9%
White 4 8.9%
Blue 1 2.2%
Grey 4 8.9%
Black and White 32 71.1%
Total 45 100%

Figure 4.10 Showing While Purchasing Nike shoe which colour respondent
prefer.

Colour Prefer
Black White Blue Grey Black and White

9%

9%
2%

9%

71%

Interpretation :

Table 4.10 Showing while purchasing Nike shoe which colour respondent prefer. It reveals
that 8.9% of respondent prefer Black colour Nike shoe while purchasing. 8.9% of respondent
White colour Nike shoe while purchasing. 2.2% of respondent prefer Grey colour Nike shoes
while purchasing . 71.1% of respondent prefer Black and White colour Nike shoe while
purchasing.

Table 4.11 How respondent are satisfied with pricing of Nike shoe.
 Satisfied with pricing Respondent Percentage
Very satisfied 3 6.7%
Satisfied 4 8.9%
Neutral 3 6.7%
Unsatisfied 34 75.6%
Very unsatisfied 1 2.2%
Total 45 100%

Figure 4.11 How respondent are satisfied with pricing of Nike shoe.

Satisfied with pricing

Very satisfied Satisfied Neutral Unsatisfied Very unsatisfied
2%
7%
9%

7%

76%

Interpretation :

Table 4.11 Showing how respondent are satisfied with pricing of Nike shoe. It reveals
that 6.7% of respondent are Very satisfied with price of Nike shoe.8.9% of respondent
are Satisfied with price of Nike shoe. 6.7% of respondent are Neutral with price of
Nike shoe.75.67% of respondent are Unsatisfied with price of Nike shoe.2.2% of
respondent are Very unsatisfied with price of Nike shoe.

Table 4.12 Showing respondent find Nike shoe to be worth the price.
 Worth the price Respondent Percentage
No 2 4.4%
Yes 5 11.1%
Maybe 38 84.4%
Total 45 100%

Figure 4.12 Showing respondent find Nike shoe to be worth the price.

Worth the price

No
Yes
Maybe

Interpretation :

Table 4.12 Showing respondent find Nike shoe to be worth the price. It reveals that 4.4% of
respondent Yes with find Nike shoe to be worth the price. 84.4% of respondent No with find
Nike shoe to be worth the price. 84.4% of respondent May be with find Nike shoe to be worth
the price.

Table 4.13 Showing often replace of respondent Nike shoe.

 Replace Respondent Percentage
Every 3-6 month 0 0%
Every 6-12 month 4 8.9%
Every 1-2 month 2 4.4%
Rarely 35 77.8%
Never 4 8.9%
Total 45 100%

Figure 4.13 Showing often replace of respondent Nike shoe.

Replace
Every 3-6 month Every 6-12 month Every 1-2 month Rarely Never

9% 9%
4%

78%

Interpretation :

Table 4.13 Showing often replace of respondent Nike shoe. It reveals that 0% of respondent
replace there Nike shoe Every 3-6 month. 8.9% of respondent replace there Nike shoe Every
6-12 month., 4.4% of respondent replace there Nike shoe Every 1-2 month. 77.8% of
respondent replace there Nike shoe Rarely. 8.9% of respondent replace there Nike shoes
Never .

Table 4.14 showing that how many of them own Nike Shoe.
 Own Nike shoe Respondent Percentage
Yes 40 75%
No 5 25%
Total 45 100%

Figure 4.14 Showing that how many of them own Nike Shoe.

Own Nike shoe

Yes
No

Interpretation :

Table 4.14 Showing that how many of them own Nike shoe. It reveals that 75% say yes of
respondent own Nike shoe. 25% say No of respondent own Nike shoe.

Table 4,15 Showing What material respondent preferred on Nike shoe.

 Material Respondent Percentage
Leather 33 73.37%
Synthetic 9 20%
Knit 3 6.7%
Total 45 100%

Figure 4.15 Showing What material respondent preferred on Nike shoe.

Material
Leather Synthetic Knit

7%

20%

73%

Interpretation :

Table 4.15 Showing What material respondent preferred on Nike shoe. It reveals that 73.37%
of respondent preferred Leather material on Nike shoe. 20% of respondent preferred
Synthetic material on Nike shoe. 6.7% of respondent preferred Knit material on Nike shoes.
Table 4.16 Showing How do respondent stay informed about news Nike shoe
Release and Update.

Release and Updates Respondent Percentage

Social media 6 13.3%
News and blog 2 4.4%
Friend and Family 35 77.8%
Other 2 4.4%
Total 45 100%

Figure 4.16 Showing How do respondent stay informed about news Nike shoe
Release and Update.

Release and Updates

Social media News and blog Friend and Family Other

4%
13%

4%

78%

Interpretation :

Table 4.16 Showing how do respondent stay informed about news Nike shoe release and
update. It reveals that 13.3% of respondent stay update about Nike shoe through Social
media. 4.4% of respondent stay update Nike shoe through News and blogs.77.8% of
respondent stay update Nike shoe through Friend and Family. 4.4% of respondent stay update
Nike shoe through Other source.
Table 4.17 Do you recommend Nike shoe to other.

Recommendation Frequency Percentage

No 13 25%
Yes 23 55%
May be 9 20%
Total 45 100%

Figure 4.17 Do Respondent recommend Nike shoe to other.

Recommendation

No
Yes
May be

Interpretation :

Table. 4.17 Showing Do Respondent recommend Nike shoe to other. It reveals that 25% of
respondent say No that they recommend Nike shoe to other. 55% of respondent Yes that they
recommend Nike shoe to other. 20% of respondent say may be that they recommend Nike
shoe to other.
Table 4.18 Showing will respondent purchase another brand with less price.

Less pirce Respondent Percentage

Yes 33 73.3%
No 5 11.1%
May be 7 15.6%
Total 45 100%

Figure 4.18 Showing will respondent purchase another brand will less price.

Less price
Yes No May be

16%

11%

73%

Interpretation :

Table 4.18 Showing will respondent purchase another brand will less price. It reveals that
73.3% of respondent say Yes that they will purchase another brand with less price. 11.1% of
respondent say No that they will purchase another brand with price. 15.6% of respondent say
May be that they will purchase another brand with price.
Table 4.19 Showing Amount spend on Nike shoe by respondent.

Amount Respondent Percentage

Below 5000 6 13.3%
5000-10000 2 4.4%
10000-15000 4 8.8%
Above 20000 33 73.3%
Total 45 100%

Figure 4.19 Showing Amount spend on Nike shoe by respondent .

Amount
Below 5000 5000-10000 10000-15000 Above 20000

13%

4%

9%

73%

Interpretation :

Table 4.19 Showing Amount spend on Nike shoe by respondent. It reveals that 13.3% of
respondent spend amount on Nike shoe below 5000. 4.4% of respondent spend amount on
Nike shoe 5000-10000. 8.8% of respondent spend amount on Nike shoe 10000-15000.73.3%
of respondent spend amount on Nike shoes Above 20000.
Table 4.20 Showing Willing to buy Nike shoe brand at lower price with
negligible quality.

negligible quality Frequency Percentage

Yes 32 71.1%
No 8 17.8%
Maybe 5 11.1%
Total 45 100%

Figure 4.20 Showing Willing to buy Nike shoe brand at lower price with
negligible quality.

negligible quality.

Yes
No
Maybe

Interpretation :

Table 4.20 Showing Willing to buy Nike shoe brand at lower price with negligible quality. It
reveals that 71.1% of respondent say Yes are willing to buy Nike shoe brand at lower price
with negligible quality. 17.8% of respondent say No are not willing to buy Nike shoe brand at
lower price with negligible quality. 11.1% of respondent say may be are not sure willing to
but Nike shoe brand lower price with negligible quality.

Table 4.21 Showing response Impact of advertisement.

 Impact of advertisement Respondent Percentage
Strongly disagree 32 71.1%
Disagree 3 6.7%
Neutral 7 15.6%
Agree 2 4.4%
Strongly agree 1 2.2%
Total 45 100%

Figure 4.21 Showing response Impact of advertisement.

Impact of advertisement
Strongly disagree Disagree Neutral Agree Strongly agree
2%

4%

16%

7%

71%

Interpretation :

Table 4.21 Showing of respondent impact of advertisement. It reveals that 7.1.1% of

respondent are strongly disagree on impact of advertisement. 6.7% of respondent are
Disagree on impact of advertisement. 15.6% of respondent are Neutral on impact of
advertisement. 4.4% of respondent are agree on impact of advertisement. 2.2% of respondent
are Strongly agree on impact of advertisement.

Table 4.22 Type of advertisement best for Nike shoe.

 Type of advertisement Respondent Percentage
Mouth to mouth 4 8.9%
Display 34 75.6%
Outdoor 2 4.4%
Print 5 11.%
Total 45 100%

Figure 4.22 Type of advertisement best for Nike shoe.

Type of advertisement
Mouth to mouth Display Outdoor Print

11% 9%

4%

76%

Interpretation :

Table 4.22 Showing Type of advertisement best for Nike shoe. It reveals that 8.9% of
respondent mouth to mouth advertising is best for Nike shoe. 75.6% of respondent display
advertising is best for Nike shoe. 4.4% of respondent display advertising is best for Nike
shoe. 11% of respondent Print advertising is best for Nike shoe.
 Chapter 5
Findings of the study

 The majority of respondent (73.3% were under the age of 18. With a small percentage
falling within the 18- 24 age group.
 Limited representation was observed for other age groups. Indicating a skewed
distributing in favour of younger respondents.
 The majority of respondent ( 77.8%) identified as male , while a smaller proportion
(17.8%) identified as female.
 A minor portion (4.4%) preferred not to disclose their gender.
 A significant portion of respondents (73.3%) reported purchasing athletic footwear
occasionally, while a notable percentage (17.8%) reported purchasing rarely.
 A small portion (6.7) of respondents stated that they never purchased athletic
footwear.
 The highest percentage of respondent (68.9%) favoured the Air Jordon model, while
smaller percentage preferred other model such as Air max and Air force
 The majority of respondents (66.7%) were influenced by celebrity endorsement when
purchasing Nike shoes, while other factors like comfort, style, and brand loyalty held
varying levels of influence.
 Online platforms, including Amazon, Ajio, Myntra, and Flipkart, were the preferred
purchase channels for the majority of respondents (73.3%).
 A significant proportion of respondents (75.6%) expressed dissatisfaction with the
pricing of Nike shoes, while a considerable percentage (84.4%) were uncertain
whether Nike shoes were worth their price.
 The majority of respondents (73.37%) preferred Nike shoes made of letter, followed
by synthetic material knit.
 The primary source of information on Nike shoes updated for the majority of
respondents (77.8%) was friends and family, with a smaller percentage relying on
social media and other source.
 A substantial percentage of respondents (71.1%) strongly disagreed with the impact of
advertisements, suggesting a potential scepticism toward advertising effectiveness.
 Display advertisements were deemed the most effective type of the majority of
respondents (75.6%).
 A notable proportion of respondent (73.3%) expressed a willingness to purchase other
brand at a lower price, even if the quality was compromised.
 A significant percentage of respondents (75%) owned Nike shoes, with most of them
(77.8%) replacing their shoes rarely.
 Chapter 6
Conclusion and Recommendation

6.1 Recommendation :
  While preferring Nike brand ,must consider quality instead of their popularity.
 Branding company should make effective use of available opportunities which helps
to build brand loyalty.
 Consumers feel the company is lacking in innovation hence, there preference has
shifted to other local brands.
 Quality products are mostly preferred but quality alone doesn’t work, brand should
focus on innovative ideas regarding its product.

 Proper techniques are to be adopted to ensure the quality of products as youth

consumers are very much attracted by the quality of Nike.
 As large proportion of youth prefer branded products much care must be taken to
satisfy their needs so that they stick on a specific brand.
 In present scenario competition is high and consumers may prefer some other product
if the brand fails to satisfy their needs.

6.2 Conclusion :
The main objective of the research is to measure satisfaction of brand Nike among its
consumers. Majority of respondents are brand conscious in buying product. Footwear of Nike
brand are the mostly used and most familiar Nike product among the respondents. Among the
opinion of respondents footwear of Nike product considered as the best product of Nike
brand. Most among the respondents consider quality of a product before buying a product.
According to the satisfaction study conducted in the research the major part of respondents
are satisfied with quality of Nike brands. Respondents says that there is an impact of
advertisements and celebrities in the purchasing behavior of Nike product. According to the
responses the social media advertising is the best method of advertising suitable for Nike
products. More than half respondents of the research are willing to recommend Nike products
to others. As large proportion of youth prefer branded products, must be taken to satisfy their
needs so that they stick on a specific brand. In present scenario competition is high and
consumers may prefer some other product if the brand fails to satisfy their needs.

6.3 Limitation of the study :

When conducting a study, researcher typically select a sample of participants to represent the
larger population. However , if the sample size is small or not diverse enough, it may not
accurately reflect the opinions and behaviour of all Nike shoe consumer . Consumer
behaviour can very across different groups and demographic . Factors such as culture , age ,
income level , and lifestyle can influence how individuals perceive and interact with Nike
shoes. Therefore , the finding of a study may not be universally applicable and could be
limited to specific consumer segments. In consumer behaviour studies, participants often
provide information through surveys or interviews. However, self – reported data can be
subject to biases or inaccuracies. People may unintentionally provide incomplete or
inaccurate information , or they may be influenced by social desirability bias, where they
respond in a way they believe is socially acceptable rather than truthfully representing their
actual behaviour. Consumer behaviour is influenced by various external factor that can
change over time, Economic conditions, marketing campaign, social trends, and even
competitor actions can impact consumer preference and choices. These external factor may
not be fully captured or controlled for in a study, limiting its ability to predict long-term
consumer behaviour accurately. Some consumer behaviour studies focus on short-term
behaviour and preference. However , consumer preference can evolve over time due to
changing trends, innovation, or shifts in personal circumstance. A study that only examines
immediate behaviour may not capture the full picture of how consumer attitudes toward, Nike
shoes may change in the long run.
Reference :

 www.about.nike.com
 www.nikebrand.com
 www.nikereviews.com
 www.wikipedia.org
 www.consumersatisfactionNike.com
 www.scribd.com

 www. Researchgate.net
Questionnaire :
1) What is your age ?

 Under 18
 18-24
 25-34
 35-44
 45-54
 55-64
 65 or above

2) What is your Gender ?

 Male
 Female
 Prefer not to say

3) How frequently do you purchase athletic footwear ?

 Very frequently
 Occasionally
 Rarely
 Never

4) Which Nike shoes do you prefer the most ?

 Air Max
 Air Force
 Air Jordon 1
 Air Max 90

5) How important is brand reputation in your decision to purchase Nike shoe ?

 Extremely important
 Important
 Some what important
 Not important
 Not applicable

6) How often do you engage in physical activities such as sports as exercise ?

  3-5 times
 1-2 times
 Rarely
 Never

7) What factors influence you decision to purchase Nike shoes ?

 Price
 Comfort
 Style
 Durability
 Brand Loyalty
 Celebrity Endorsement
 Technological Features

8) Where do you usually buy your Nike shoe ?

 Nike retail stores

 Online ( Nike website)
 Third party retail stores
 Online platforms ( Amazon , Ajio , Myntra , Flipkart )

9) How likely are you to recommend Nike shoe to a friendly or family member ?

 Extremely likely
 Neutral
 Unlikely
 Extremely unlikely

10) What is your preferred colour when purchasing Nike shoe?

 Black
 White
 Blue
 Grey
 Black and White

11) How satisfied are you with the pricing of Nike shoe?
  Very Satisfied
 Satisfied
 Neutral
 Unsatisfied
 Very unsatisfied

12 ) Do you find Nike shoe to be worth the price ?

 No
 Yes
 Maybe

13 ) How often do you replace your Nike shoe ?

 Every 3-6 months

 Every 6-12 months
 Every 1-2 months
 Rarely
 Never

14) How well do you think Nike shoe perform in terms of providing adequate support during
physical activities ?

 Excellent
 Good
 Fair
 Poor

15) What is your preferred material for Nike shoe?

 Leather
 Synthetic
 Knit

16 ) How do you stay informed about new Nike shoe releases and updated ?

 Social Media
 News and Blogs
 Friends and Family

17) Do you recommend Nike shoe to other ?

  No
 Yes
 Maybe

18) Will you purchase another brand with less price ?

 Yes
 No
 Maybe

19) Amount spend on Nike shoe?

 Below 5000
 5000-10000
 10000-15000
 Above 20000

20. Are you willing to buy Nike brand at lower price with negligible quality ?

 Yes
 No
 Maybe

21. Is there any impact of advertisement and celebrities in the purchase behaviour of Nike
product ?

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

22. Which type of advertisement is best for Nike shoe ?

 Paid search advertising

 Mouth to mouth advertising
 Display advertising
 Print advertising
 Outdoor advertising