Keywords: nike brand devotion, brand commitment nike
Nike is a superb company which does worldwide marketing of high quality shoes, apparel, equipment, and accessory products. It is the largest owner of athletic footwear and athletic clothes on the planet.
Nike has prevailed in building a brand image using its performance.
From the first times, Nike has learnt the consumers' need by hearing the need of athletes, writing their true interest for working.
When it involves the brand devotion, which is the consumer preference to buy a certain brand. Corresponding to (Tuominen, 1992) brand devotion is nothing but the regular purchase of the same brand over time. Based on the research 55% of the respondents explained that they were purchasing the same brand for days gone by 15 years. Consumers trust the brand and be loyal to this brand. This shows the brand commitment of the consumers towards Nike.
The review results exemplify the devotion of the brand. Most of the respondents are devoted with the specific top quality products. Since many years of time they are purchasing the same brand because that specific brand has satisfied the consumers' needs and has gained the credence in the brand. The study also annotates the buyer preferences to choose the particular branded products over years. Some of the respondents stated they have been purchasing Nike because the specifications of quality are very high and comfort levels are extremely high.
The primary reason that your respondents say for buying the same brands for a long period is the recognized quality (Kalra & Murthi, 2008). Perceived product quality is perhaps one of the main constructs in marketing (Cronin & Taylor, 1992).
Undoubtedly, the belief that if the recognized quality is high it causes frequent acquisitions which is the substratum of any business.
It can be analysed from the research that when the respondents were asked to list the characteristics from 1 to 8 as 1 being the lowest and 8 being the highest, which led those to choose Nike rather than some other brand, 25% of the respondents have ranked 8 for the quality quality. As well as the some of the comments made by the respondents are like 'Even though Nike is very expensive it has good quality and variety', 'the best quality I have ever seen is Nike'. 'Nike has a very good quality in every of its products which can't be observed in other brands which makes me to buy them'. 'I buy the Nike products as a result of quality. Quality is very good when compared with other brands'. 38% of the respondents explained that Nike delivers the best quality when compared to other brands. This shows how individuals are associated with Nike in conditions of quality.
The brand connection creates a positive attitude and feeling which makes a connection of the customer with the brand, specially when it involves decision making. Marketers make an effort to position their brands in order that they are identified by consumer to fit a distinctive topic in the marketplace - a niche occupied by no other product (Schiffman and Kanuk, 1994).
Brand connection is anything which is deep seated in customer's mind about the brand. Brand organizations are the attributes of brand that can come into consumers mind when the brand is talked about. One of the respondent said that 'Nike has some uniqueness in it making me to purchase the products'. Many of the consumers are associated with the Nike brand due to its variety, quality and its success. Even though brand association is formed on basis of the price at which the merchandise (Aaker, 1991) are sold 3 to 4 4 respondents mentioned that even though Nike products are very expensive we purchase them for the product quality and variety it has.
Brand name plays an important role in the product sales and affects the consumer's choice in selecting the merchandise. The consumer is preparing to pay excessive price if the brand name is paramount because they believe in the brand (Marjit et al, 2007). Through the study 58% of the respondents replied that they consider the brand name when they go for shopping or when purchasing a product. The primary reason for considering the brand name is that it offers the self-confidence and consumers feel more comfortable when they choose the branded products in which they trust.
Some brands are manufactured in order to provide consumers more experience than other brands. The very best brand steals the consumer's attention (Daryi, 2000). The results from the study illustrate the knowledge of the customer in buying the Nike brand. Generally consumers think of their past experience before purchasing the merchandise. If they are satisfied with the merchandise they will choose to keep the purchase of same branded products. 55% of the respondents explained they are purchasing the Nike brand for days gone by 15 years which shows their experience in purchasing the brand and 58% of the folks are extremely content with the quality of the Nike brand. When a consumers has a positive experience with the brand, it can help in expanding the consumer's rely upon the company brand and will also have them as a dedicated consumer's. The results identify that the Nike brand have a strong space in consumers head in conditions of quality and uniqueness. In addition, it shows that the consumers experience shows high effect in their choice and purchasing decision.
Brand awareness takes on a essential role in consumer's decision making process. Hoyer & Dark brown (1990) say that folks normally want to buy the brands they are aware of and the brands which they have self-confidence. 58% of the respondents explained that they choose the top quality products because they're well associated with it and also have good view on the particular top quality products they buy.
A brand to be successful, rates strategy plays a essential role. Generally consumers compare one brand with the other regarding price and quality. Daryi, 2000 says that if the price of product of the choice is more than the other branded product, consumers normally choose the product which includes lower price on the market. 6% of the respondents said that price is the factor which led these to choose Nike instead of any brands. Because of the cost factor sometimes consumers may swap to other brands which replace the merchandise that they need. Two of the respondents explained that even although prices of Nike are extremely high when compared to other brands we purchase products of Nike as a result of quality and types they offer. Further the results from the research demonstrates if the costs of the Nike products are little reduced there will be an increase in sales. This implies that the rates strategy is vital for a corporation to survive in the market.
By studying the client behaviour, companies and organizations can be benefited by understanding some items like how consumers think, feel and decide to buy which product to buy between tons of alternatives like brand and products available for sale, the factors which effect their buying decision. Consumer behavior involves the way the customers use the product as well as the way they purchase the product. The overall study says that the buyer behaviour is dependant on many factors like their buying behavior, understanding of the brand plus some environmental factors like family, culture etc.
During the study many things were observed about the consumer behavior like frequency of purchase, their preferred brand, if they consider brand under consideration when they purchase any product and exactly how satisfied they are simply with the Nike product. It had been discovered that 29% of the respondents go for shopping once in per month and 28% of the respondents go twice in per month for shopping which is based upon their needs and their specific lifestyle. There is none of the respondents who said we never go for shopping and 10% of the consumers shop once in a time. Different consumers have different varieties of buying behavior according to their needs and life styles.
Only 13% of the respondents said that they don't buy the Nike products whatsoever and 83% of the respondents mentioned that they choose the Nike branded products. Along with the people who own the Nike items don't get them frequently. A few of them buy once in a 12 months and some of them once in per month. A few of them consider the quality, a few of them design plus some of them consider price which is based upon the mind-set of the individual. If marketers' analyse the factors like price, quality, variety and brand; they can impact purchase behaviour of a consumer.