nike consumer behavior analysis
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TRANSCRIPT
BOSTON
Christopher MowbrayMarjaun BakhtiariColin BayleyAshley Dilorenzo
300 Newbury St, Boston Ma 02115
NIKETOWN Employees
Location
300 Newbury St
Boston Ma 02115 Corner Location
2 entrances Stands out More displays
PRIME location Expensive High Attraction
Size & Layout Spacious, no aisles Random layout Factory looking 2 Floors
Memorabilia Different Departments
1. Football
2. Basketball
3. Soccer
4. Tennis
5. Golf
6. Male Running
7. Female Running
8. Fashion
9. Lance Armstrong
Window Displays LOGO is HUGE Seasonal Layouts
Spring Summer running gear Bright colors
# People Shopping 20, Thursday 1pm Heavily Staffed
Accommodate more people.
Layout 9 Departments
Lebron James Tiger Woods Maria Sharapova Lance Armstrong
Atmospherics
LOGISTICS
Density of Stocking Large amount of inventory Had multiple:
Sizes Colors Models
Items Stocked Shelves were full Strong emphasis on keeping
things stocked Older items put on sales rack
Feeling of Spaciousness
•Open•Spacious ( do not feel cramped)•No Aisles•HIGH ceilings
Features/ Benefits of Products Stocked
Brief Summary of products intentions Emphasis on consumer benefit
EX. TREADMILL Reveals Nike’s confidence in their products
Nike+ Light weight shoes Unique Designs
NIKE Consumer Promotion
General Information about:
Designed in USMade in VIETNAM Hire outside resources to manufacture
their designs.
Unique to culture: Asian fit sunglasses
Athletic apparel Fashion apparel
Packaging Nike-town logo Simple but appealing
Consumer Likes/Dislikes
Likes Dislikes
Innovative
Always Changing
Design/Colors/Styles
Technology Based Shoes
Too much wear & tear
Use to a certain style, but they change rapidly
New models of the shoes feel different
Once there is an updated model the old shoe is discontinued
Positives / Negatives of Products
Positives Negatives
Comfort
Specialized for Individual Needs
Runners like the same type of shoe
The runner must always keep updated with Nike because they change and update their shoes often
Differences / Similarities
Differences Similarities
UniqueNike Plus is in every shoe
Gate Analysis
Each shoe is made for a reason
Ex. Stability, running
DifferentTechnology
Nike Air
Every shoe company targets different people
Ex. New Balance targets people with wide feet
Other companies make and sell running shoes
Consumer Ratings(1-10)
Sincerity 10 9 9 8.5 10 46.5
Competence 9.5 9 10 10 9 47.5
Excitement 10 10 10 10 9 49
Sophistication 10 10 10 10 10 50
Ruggedness 9 9 9 9 10 46
Figures based on 5 consumers from Target market:
Store Lead: Liz, 30, Asian American
How long have you operated store?5 years
How has business changed over the years and how so?Used to have bands for Livestrong now apparel (100% charity) also running club Wednesday and Saturdays
Where are products made?China, Taiwan, Israel
What is Nike trying to do right now?They are working on merchandise for marathon, running club (Saturdays are new)
What Differentiates Niketown from other Brands/Stores?Always running based store, unlike the one in NY, charity, Gate Analysis (measures stride, people qualified, ex: knee reconstruction-shoe best for support)
Manager:
Beth, 40 years old, American
How long have you operated store?
6 months
How has business changed over the years and how so?
Has not
Where are products made?
Actually did not know looked at tag
What type of people do you look to hire?
Generally athletes, because they have a passion and
knowledge of Nike and the shoe
What is Nike trying to do right now?
They are working on marathon, and
What Differentiates Niketown from other Brands/Stores?
Gate Analysis/Marathon/always innovating
How does staff and Consumer interact?
Staff is very helpful, patient, matches them with exactly what they are looking for, Swoosh Program