Nike-High End Shoe Market Survey in Bangladesh.Doc

2224 words 9 pages
This report was collected from : bijoynsu@gmail.com

01. INTRODUCTION

1.1 Consumer Behavior

The term consumer behavior is defined as the behavior that consumers display in searching for purchasing, using, evaluating & disposing of products & services that they expect will satisfy their needs. Consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase and impact of such evaluation on future purchases & disposal.

Nike shoes are sold worldwide at high price. People tend to
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Positioning of Nike in terms of use

Nike shoes are suitable for
( + 4 = Strongly agree, + 2 = Agree, 0 = Neither agree nor disagree, - 2 = Disagree, - 4 = Strongly Disagree)

| |+ 4 |+ 2 |0 |- 2 |- 4 |
|Only Sport activities |24% |44% |8% |12% |12% |
|Only Work activities |8% |12% |42% |16% |22% |
|Sports & work |26% |40% |26% |4% |4% |

3.3 Perception & Purchase

Based on perception the consumers purchase intentions occurs. How consumer perceives a product in terms of price, quality & status has a strong influence on purchase intentions & purchase satisfaction. In this

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