MKT501 SLP3-Role of Consumer Behavior in Marketing Decisions (Nike)

MKT501 SLP3-Role of Consumer Behavior in Marketing Decisions (Nike)

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Running head: ROLE OF CONSUMER BEHAVIOR 1 Role of Consumer Behavior in Marketing Decisions Nike Product Air Force 1 Shoe Mikel A. Stovall TUI University September 10, 2011
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ROLE OF CONSUMER BEHAVIOR 2 Role of Consumer Behavior in Marketing Decisions Nike Product Air Force 1 Shoe A brand can be a trademark, association, symbol, name or term aimed at recognizing products or services by a specific supplier to differentiate that supplier from a competitor. Functional and emotional origins along with brand relationships serve in formulating connections amid the service and product, and the customers (Kotler & Keller, 2009). Faithful customers acquire brands for which they have a connection; either functionally or emotionally, trusting the brand will meet or exceed personal expectations. Thus brand equity is recognized as the power of preference or brand loyalty, when considering supplementary obtainable brands as is the case with consumer equity in Nike products. My cousin has worn Nike Air Force 1 (AF1) shoes since the early ‘90s. He prefers Nike’s exclusive white-on-white, low-top, original design, and owns multiple pairs. Until recently, the AF1s were the only athletic shoe he frequently wore. In addition to the AF1 shoe, he has two pair of Converse (low-top Chuck Taylors) and a pair of gray Nike high tops (not AF1). He is loyal to Nike’s AF1 brand stating that the classic white look goes with almost anything and believes these shoes will always be trendy. From personal experience, he professes that Nike’s AF1s are reliable, durable, and high quality shoes. Additionally, many of his friends wear and prefer Nike brand shoes inclusive of AF1s. His affinity for the shoe began when he was in high school. The shoe was popular among hip hop artists and celebrities. While the trademarked Nike logo entailing a “swoosh” symbol seems simplistic in its composition, the attraction for most consumers stems around the fact that the shoe
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ROLE OF CONSUMER BEHAVIOR 3 is a clean, stylish, classic looking shoe. According to my cousin, AF1s are highly fashionable and have a lot of personality. He also believes that they make him look cool
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This note was uploaded on 03/25/2012 for the course MKT 501 taught by Professor Dr.alanflaschner during the Winter '11 term at Trident Technical College.

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MKT501 SLP3-Role of Consumer Behavior in Marketing Decisions (Nike)

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