Nike Consumer Behavior Analysis

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