Chapter 6. Consumer Decision Making

Consumer behavior describes how consumers make purchase decisions and how they use and dispose of the purchased goods and services. Five steps that consumers make in decision making are: need recognition, information search, evaluation of alternatives, purchase, and post purchase behavior. Nike is the leader in consumer decision making when it comes to athletic footwear. They have mastered the art of consumer want and thats by offering style. Nike has taken into account that not only do people need but they want! Nike has realized that most of its consumers seek not only shoes that perform but shoe that have style. Most of Nike's basketball footwear sold nowadays are bought by consumers not to wear to play the sport but to wear casually in their everyday lives. The sneakers that Nike sells now carry a hefty retail price with some ranging from $160 to $270. Nike has taken in to account that their consumer market is not necessarily a "need" market but predominantly a "want" consumer market so Nike makes stylish athletic sneakers with a hefty price tag because most of Nike's popular footwear sell out instantly, so as long as the consumer is willing to pay, Nike will continue to charge. 
     
Nike is known for their great innovations and methods of keeping up with the everyday changing trends and the different unique styles. Nike makes it easy for the consumer to know what they want when they want it. Nike does most of their consumer making through advertisements, the athletes, and celebrity who represents them.