Nike and Brand Loyalty

Nike and tag LoyaltyNike is a great caller-out which does worldwide marketing of steep tint footwear, app bel, equipment, and accessory harvest-tides. It is the largest seller of gymnastic footwear and athletic apparel in the world.Nike has been successful in structure a stain image with its performance.From the early days, Nike has learnt the consumers need by sense of hearing to the need of athletes, sharing their true passion for running.When it comes to the stain allegiance, which is the consumer preference to demoralise a certain differentiate. According to (Tuominen, 1992) brand loyalty is nothing merely the regular procure of the same brand over time. According to the seek 55% of the respondents verbalize that they were get the same brand for the past 15 years. Consumers trust the brand and become loyal to the particular brand. This shows the brand loyalty of the consumers towards Nike.The survey results exemplify the loyalty of the brand. Most of the respon dents are loyal with the peculiar(prenominal) branded products. Since years of time they necessitate been purchase the same brand because that specific brand has satisfied the consumers needs and has gained the credence in the brand take a shit. The study a the alike(p) annotates the consumer preferences to corrupt the particular branded products over years. roughly of the respondents give tongue to that they have been get Nike because the standards of quality are truly high and comfort levels are very high.The elementary reason which the respondents say for purchasing the same brands for a long time is the perceived quality (Kalra Murthi, 2008). perceive product quality is perhaps one of the approximately important constructs in marketing (Cronin Taylor, 1992).Undoubtedly, the belief that if the perceived quality is high it leads to frequent purchases which is the substratum of any business.It can be analysed from the research that when the respondents were asked to rank the characteristics from 1 to 8 as 1 being the lowest and 8 being the highest, which take them to direct Nike instead of any other brand, 25% of the respondents have be 8 for the characteristic quality. And the some(a) of the comments made by the respondents are ilk Even though Nike is very expensive it has hefty quality and variety, the ruff quality I have ever seen is Nike. Nike has a very good quality in every of its products which cannot be seen in other brands which makes me to buy them. I buy the Nike products because of the quality. Quality is very good when compared with other brands. 38% of the respondents stated that Nike delivers the best quality when compared to other brands. This shows how consumers are associated with Nike in equipment casualty of quality.The brand association creates a positive attitude and incuring that makes a connection of the guest with the brand, especially when it comes to decision making. Marketers try to position their brands so that they are perceived by consumer to fit a distinctive niche in the marketplace a niche occupied by no otherproduct (Schiffman and Kanuk, 1994).Brand association is anything which is deep seated in customers headway about the brand. Brand associations are the attributes of brand which come into consumers mind when the brand is talked about. One of the respondent said that Nike has some uniqueness in it which makes me to purchase the products. Many of the consumers are associated with the Nike brand because of its variety, quality and its success. Even though brand association is formed on basis of the legal injury at which the products (Aaker, 1991) are sold 3 to 4 respondents stated that even though Nike products are very expensive we purchase them for the quality and variety it has.Brand name plays an important role in the product sales and affects the consumers natural selection in selecting the products. The consumer is ready to pay excessive price if the brand name is p aramount because they believe in the brand name (Marjit et al, 2007). During the survey 58% of the respondents replied that they consider the brand name when they go for shopping or when purchasing a product. The main reason for considering the brand name is that it provides the confidence and consumers feel more than comfortable when they purchase the branded products in which they trust.Some brands are created in order to give consumers more experience than other brands. The most effective brand steals the consumers attention (Daryi, 2000). The results from the research illustrate the experience of the customer in buying the Nike brand. Generally consumers suppose of their past experience in advance purchasing the products. If they are satisfied with the product they will prefer to progress the purchase of same branded products. 55% of the respondents stated that they are purchasing the Nike brand for the past 15 years which shows their experience in purchasing the brand and 5 8% of the people are extremely satisfied with the quality of the Nike brand. If a consumers has a positive experience with the brand, it will help in developing the consumers trust in the company brand and will also have them as a loyal consumers. The results describe that the Nike brand have a strong space in consumers mind in price of quality and uniqueness. It also shows that the consumers experience shows high consequence in their cream and buying decision.Brand awareness plays a vital role in consumers decision making process. Hoyer Br take in (1990) say that people normally think to buy the brands they are familiar with and the brands on which they have confidence. 58% of the respondents stated that they choose the branded products because they are well associated with it and have good notion on the particular branded products they buy.A brand to become successful, determine strategy plays a vital role. Generally consumers compare one brand with the other with respect to price and quality. Daryi, 2000 says that if the price of product of their choice is more than the other branded product, consumers normally prefer the product which has lower price in the market. 6% of the respondents said that price is the factor which led them to choose Nike instead of any other brands. Due to the cost factor sometimes consumers may switch to other brands which replace the product which they need. Two of the respondents stated that even though the prices of Nike are very high when compared to other brands we purchase products of Nike because of the quality and varieties they offer. Further the results from the research shows that if the prices of the Nike products are little reduced there will be an increase in sales. This shows that the pricing strategy is very important for a company to survive in the market.By study the customer deportment, firms and organizations can be benefited by understanding some points like how consumers think, feel and decide to purc hase which product to buy between loads of alternatives like brand and products available in the market, the factors which influence their buying decision. Consumer doings involves how the customers use the product as well as how they purchase the product. The boilers suit study tells that the consumer conduct is based on many factors like their buying behaviour, knowledge about the brand and some environmental factors like family, finish etc.During the research many things were observed regarding the consumer behaviour like frequency of purchase, their favourite brand, whether they consider brand into consideration when they purchase any product and how satisfied they are with the Nike product. It was observed that 29% of the respondents go for shopping at once in a month and 28% of the respondents go twice in a month for shopping which depends upon their needs and their individual lifestyle. There was no(prenominal) of the respondents who said we never go for shopping and 1 0% of the consumers shop once in a year. Different consumers have different kinds of buying behaviour according to their needs and lifestyles.Only 13% of the respondents said that they dont buy the Nike products at all and 83% of the respondents stated that they purchase the Nike branded products. And the people who own the Nike items dont buy them frequently. Some of them buy once in a year and some of them once in a month. Some of them consider the quality, some of them design and some of them consider price which depends upon the mind-set of the individual. If marketers analyse the factors like price, quality, variety and brand name they can influence purchase behaviour of a consumer.