Attitudes and behavior

Attitudes and lookABSTRACTThe paper focuses on attitudes and style on the concept of the youths obtainingbehavior towards branded sports shoe, contrary consumers sport got incompatible decisionmaking subroutine. The leveragers ultimate goal is to barter for the growth of qualitative,quantitative with low/best affordable price. In order to identify diverse kinds ofconsumers behavior towards buying of different branded shoes and Nike sports shoe. Ihave carried out buying behavior of youth and different kind of consumer behaviormodels, literature and supposition of consumer behavior finally, I analyzed and concludedwith research based on questionnaire of Nike shoes and study studies of Nike sports shoesat Halmstad University.1. INTRODUCTION BACKGROUND launch wherefore studying youth buying behaviour?Youth is perhaps the most difficult demographic group to communicate with. Not onlythey have a short attention span, they ar in addition elusive in media consumption, fickl e inbrand preference, and simply challenging to engage and entertain. Marketers spendmillions in selling research all year trying to predict, or anticipate, changing youthbehaviours. With the continually proliferating choices of sports shoe, not only does thisgroup embrace technology at an proto(prenominal) age, it quickly becomes the early confirm hitched withers of allnew trends and convergent platforms. One flush toilet argue that whatever youth does todayforeshadows what older demographic groups will adopt in the near future. All this withstandsit extremely difficult to find out and target their behaviours.BackgroundConsumer has been elated with the kind of reception they atomic number 18 getting from variouscompanies these days. The cogitate behind a drastic change in consumer behavior isbecause the consumer is no more than hardened as a hire leveragingr yet, he is treated as thedecider of the companys fortune. Companies or marketplaceers lavatorynot hire any f ortunetellerto guess the consumers attitude. Guessing or measuring the consumers attitude is not acake walk but this is because predicting consumers attitude is as tough as predictingconsumers mind (Bheri, 2004).Consumers are continuously choosing among the various fruits though they are notaware of the harvest-festivals and usage, even though they are intentionally purchasing thevarious new brands without any knowledge virtually the new proceedss, furthermore if newcompany enters into the market, for any consumer it is very difficult to run into thefeatures of the news products and this makes confusion among the consumers to obtainthe learning. For example If 1 topical anaesthetic company enters into the market then to gainthe knowledge about the features of the new product, it will conceive long time for theconsumers to understand (Nelson, 1970).The term consumer dope be exposit as a person who acquires goods and services forself satisfaction and his often utilise to describe two different kinds of consuming entitiesthe ain consumers and organizational consumers. The personal consumers buygoods and services for his/her own use. In this context, the goods are bought for final useby individual, who are organizational consumers, they encompasses for profit and not forprofit business, political sympathies agencies, institutions, all of them must buy products,equipment and services in order to run their organization (Hawkins, outflank and Coney1998).The consumer will respond fit in to the product quality and reliability, thefundamental understanding of products is necessary to understand the product features,products reliability and product benefits (Baker, 2004). The consumer is the end exploiter forthe product consumers buy the products in market in order to perform successful salesoperations in the market an effective distribution business and networks are required forthe organizations. Distribution channels and networks play an important ro le in theconsumer goods industry. Consumer is the ultimate user of every product, without anyconsumer there is no market as such (Baker, 2004).Every region wise the different consumers are using different kind of products. Everyconsumer has their own tastes and preferences. So, every consumers opinions andpreferences are different from one an otherwise. The local marketers have good idea about,what the local consumers are using (region wise). For example The south Indian foodhabits and tastes and preferences are different, when compared to north Indian foodhabits (Thomas, 2004).Based on above paragraph, direct marketing activities have big advert on everyconsumer, because through direct marketing every company knows about the behavior ofevery consumer in the market. Manufacturing companies, retailer and suppliers do nothave an idea about the consumer behavior in the local market. So, writer suggested thatdirect marketing activities should be left to the local market leaders, becau se the localmarket leaders have best idea of local market and local consumer behavior. This theoryhelps for the organization and sub-organizations to know the consumer behavior indifferent market environments, taste and preferences of the consumer behavior (Thomas,2004).McDonalds would not have made a big impact in the Indian market had it persisted withits U.S. product line that included beef products, moreover, McDonalds repositioned thebrand as family-oriented and children-friendly, catering the traditionalistic Indian middle-class segment that finds assumption in its family culture and is especially conscious ofchildcare. So in this point of view Mc Donalds have approached differently, becausethey identified that, which they followed earlier that will not get good impact on theirbusiness so, they immediately changed the business line to achieve the targets, thus, thisis one kind of business strategy to achieve the set goals in huge populated countries(Dash, 2005).For perspecti ve of globalization we can not change the system of tastes and preferencesof Consumers. Another instance demonstrating the ignorance of local tastes in the wakeof globalization features the transnational mobile phone makers, Nokia had tastedsuccess with its soap-bar designed phones and ceased producing the flip phones thatconsumers found irritating to use (Zaccai, 2005).The Chinese business mickle are fine-looking importance to Chinese traditional, patrioticvalues the business people are running their businesses by showing their traditional,patriotic advertisement and promotional campaigns to get the business from the Chinesepeople. The Chinese consumers perspective, by quantifying their preferences amongst ahost of advertisements and promotional campaigns, later on the business people arestarted the global Advertisement campaigns with status and social appeal, they sought capacious pride in clinging to the traditional, cultural and patriotic values through the localcampaigns, wi th this theory helps by knowing the Chinese consumer behavior and alsothey are giving said(prenominal) importance to traditional and patriotic values in the unwrap ofadvertisements. Finally, they want the advertisements with traditional and patriotic valuesof Chinese culture (Zhou and Belk, 2004).The consumers mind is different from one another in this as fountain said in the definitionthat according to the human psychology, demographical differences, age sex and tounderstand people demand. (Kotler, 2004), to assess the influences of every consumerapproach is different, in theory explained that consumer is treated as decider of thecompany, what ever the product comes to the market, the consumer is the ultimatepurchaser for every product, some times the consumers are choosing, subscribe toing and acquittancefor family decision making to choose differently, in one point of time the consumersdifferentiated and explained that they are going for personal and some of the them areus ing products for profit. Demographical differences make new food habits for everyconsumer. The choice of variation for every consumer (Kotler, 2004).The example of above paragraph, two countries, therefore Chinese consumers are givingrespect to traditional and patriotic values, where as Indian consumers are more religiouswhen they are using the products. These are influences that make the consumer topurchase different products mostly those influences are more related to thephysiological, demographical, social, cultural, economic, family and business influences.According to Kotler (1994), consumer behavior is the study of how people buy, whatthey buy, when they buy and why they buy. It is a subcategory of marketing that blendselements from psychology, sociology, socio psychology, anthropology and economics. Itattempts to understand the buyer decision making butt on, twain individually and ingroups. It studies characteristics of individual consumers such as demographics,psychographi cs, and behavioral variables in an attempt to understand people call for. Italso tries to assess influences on the consumer from group such as family friends,reference groups, and society in general (Kotler, 1994) for example while consumerspurchase the shoe, then they go for family decision, comfort, satisfaction, price andquality. Every family member doesnt have the same opinion to buy the same productdifferent family members have different choice to buy the product. So, in one familyconsumer behavior is different (Kotler, 1994).2. PURPOSE OF THE reportThe purpose of this dissertation is to contribute to a better knowledge of consumer buyingbehavior towards purchasing the sports shoes. The aim of the thesis is to find out thefactors influencing the youth in purchasing sports shoes.The purpose of the study could be expressed by the following research question.Assessment factors, which influence the youth to buy sports shoes?3. LITERATURE inspectionThe Definition Consumer-buying behavior according to Kotler (2004, p.601) is definedas The buying behavior consumers individuals and house holds who buy goods andservices for personal consumption. the term consumer can be described as a personwho acquires goods and services for self satisfaction is often used to describe twodifferent kinds of consuming entities the personal consumers and the organizationalconsumers. The personal consumers buy goods and services for his/her own use. In thiscontext the goods are bought for final use by individual, who are organizationalconsumers, encompasses for profit and not for profit business, government agencies,institutions, all of them must buy products, equipment and services in order to run theirorganization (Kotler, 2004).Peter and Olson, (1993) mention that immerseactions between the peoples emotions, moods,affection and specific feelings is called consumer behavior, in other words inenvironmental events which they exchange ideas and benefits each is called consumerbeh avior . Buying behavior of people, who purchase products for personal use and not forbusiness purposes (Peter and Olson, 1993).The Physical actions of consumers that can directly observe and measured by others, byinfluencing behavior profit can be earned (kotler, Armstrong and Cunningham, 1989).The study of consumer behavior has evolved in early wildness on keen choice(microeconomics and classical decision theory) to focus on apparently irrational buyingneeds (some motivation research) and the use of logical go down models of boundedrationality (Howard and Sheth 1989). The latter approach has depended into what is oftencalled the information process model (Bettman 1979). The information processingmodel regards the consumer as a logical judgment who solves problem to make purchasingdecision (Holbrook and Hirschman 1980).Compares the four-spot major approaches to create successful inter-organizationalrelationships and integrates them into a single prescription for managing import ant inter firm relationships (Palmatier, Dant and Grewal, 2007). benefit fails, in satisfying thecustomers and developing customer loyalty over time in business to business markets.Cyert (1956) may have been the first to observe that a number of managers in addition tothe purchasing agents are winding in buying process, and the concept was labeledbuying behavior and popularized by Robinson (Faris and Win 1967). Webster and cast (1972) famously identified quin buying roles, they are 1. users 2. Influencer3.buyer 4. decider and 5 Gatekeeper (Webster and wind, 1972). Further categories havebeen suggested as the initiator (Bonoma, 1981), and the analyst and spectator byWilson (Wilson, 1998).The product purchase decision is not al trends done by the user. The buyer necessarilypurchases the product. Marketers must decide at whom to direct their promotional efforts,the buyer or the user. They must identify the person who is most probable to influence thedecision. If the marketers under stand consumer behavior, they are able to predict howconsumers are likely to react to various informational and environmental cues, and areable to shape their marketing strategies accordingly (kotler, 1994).The consumer behavior influences are followsThe consumer behavior influences in 3 aspects, they are acquiring, using and disposing.The acquiring means that how the consumer spends funds on the products, such asleasing, trading and borrowing. Using means some of the consumers use the uplifted priceproducts and some of the consumer sees the quality. Disposing is nothing butdistribution, order or places a ill-tempered product (Hoyer, Deborah, 2001).By understanding consumer behavior deeply, different authors have presumption differentinformation about the consumer behavior, how consumer buys the products, it involvesfour steps they are need recognition, information search, evaluation of alternatives,purchase decision and post purchase behavior, the marketer can pick up many clue s asand how to meet the buyer need and develop an effective program to support an attractiveoffer to the target market (Kanuk, 1990).According to Kotler (1994), the Consumers buying decision process is influenced by foursteps those are as followsTypes of consumer buying decision behaviorConsumer buying behavior decision-making varies with the type buying decision.There are different types of buying behavior decisions.Complex buying behavior Consumers start out complex buying behavior when theyare highly involved in purchase and complex buying behavior and perceive significantdifference among the brands. Consumers may be highly involved when the product areexpensive, risky, purchased in frequently and are highly expensive (Kotler, 1994). illegitimate enterprise Reducing buying behavior occurs when consumers are highly involvedwith an expensive, infrequent or risky purchase, but sees little difference among variousbrands (Kotler, 1994).Variety Consumers undertake variety seeking bu ying behavior in circumstancescharacterized by low consumer involvement, but significant perceived brand difference.In such cases, consumers often do a lot brand scrutiny (Kotler, 1994).4. THE BUYING DECISION PROCESSIntroduction of buying decision processConsumers make many buying decisions every day. aboutly large companies do extensiveresearch on consumer buying decision, to answer questions like what does consumer buy,where they buy, how they buy, how much they buy, when they buy and why do they buya product, for this question to reorganize the decision different stages needed they are,information search, and evaluation of alternatives, purchase decision and post purchasedecision etc., The consumer passes through all five stages with every purchase, but inmore routine purchases, consumers often skip or reverse some of these stages (Hawkins,Coney, 1998).The buying decision processThe buying process starts with need recognition, where as buyer recognize the need. Thebuyers decis ion is depending on his/her internal external stimuli of consumerbehavior. The internal and external stimuli of consumer behavior means that theconsumer, which product should purchase, how much wants to purchase and externallywhich products are more reliable and usable. According to this internal and externalstimulis the buyer will take the decision (Hawkins, Coney, 1998).The consumers are searching the information from the various sources those areinformation search, personal source, commercial sources, public sources andexperimental sources this is also process of the buying decision process forrader purchaseof the product (Hawkins, Coney, 1998). learning search The consumer can obtain information from any of several sources,which includesPersonal source family, friends, neighbors, acquaintance etc.Commercial sources advertising, sales people, dealers, packaging, displays.Public sources mass media, consumer-rating organizations etc.Experimental sources handling, examining, using of the product.Consumers receive most of the information about a product from commercial sources,which are controlled by the marketer. The most effective source til now tend to bepersonal. Personal sources appear to be even more important in influencing the purchase.Evaluation of Alternatives The consumer evaluates all the alternatives available tohim/her to arrive at a brand choice. The consumer will see the product as a bundle ofattributes with varying capacities, which satisfies his or her needs. The consumer will paymore attention to those attributes connected with their needs. The consumer is likely todevelop a set of brand beliefs about, where each brand stands on each attribute. These ofbeliefs held about the particular brand is known as brand image, according to the beliefsand preferences of the consumer, evaluates the alternative products instead of usingexisting products (Kotler, 2004).Purchase decision In the evaluation stage, the consumer ranks all the brands andmakes a purchase intention. Generally the consumer purchase decision is to buy the mostpreferred brand, when purchasing a products, consumer will think about two things,which can be, purchase decision and purchase intention. The attitude of others andunexpected situation factors both directly or indirectly effects the consumers finaldecision to buy a particular brand. (Kotler, 2004).Post purchase behavior The buyers job does not end when the product is brought.After purchasing the product, the consumer will be satisfied or dissatisfied and will beengaged in post purchase behavior. The satisfaction or dissatisfaction of the purchase of aparticular product depends on the relationship between the consumer expectation and theconsumer disappointment, if it meets the consumer expectations, the consumer can getsatisfied. And if it exceeds he/she is delighted (Gilly and Gelb, 1986).5. supposed FRAME WORKConsumer Involvement TheoryThe consumer involvement theory means that, how the consumer invol ving the purchaseof various products in the market, after purchasing the product, how the consumerresponding towards the products called consumer involvement theory.The consumers get the information through advertising, for that they purchase, use, andreact that they see and hear about the products that they buy (Barry, 1987).Level of involvement an individuals intensity of interest in a product and the importanceof the product for that person, those are enduring involvement and situationalinvolvement (Homewood IL Irwin, 1987). Routinized response behavior is that theprocess used when buying frequently purchased low-cost items that requires little search-and decision-effort (Homewood IL Irwin, 1987).The consumer involved in purchasing of products and usage and, also, various aspectslike high involvement and low involvement in process of purchasing of products. Theconsumer some times involves high and low in purchasing products, so, theory ofinvolvement is explaining that the consu mer recognizes the importance of the purchaseand it considers that the degree of perceived risk, moreover, it reflects on self imageperhaps information processing may be different from one another (Ray, 1973). The lowinvolvement theory is explaining that the consumer would accept wide range of productswith positive attitude with do-feel-learn strategy, firstly the consumer require any kind ofproduct, use the product, if they are not sure about how to use the product, and they learnhow to use the product. To purchase a new computer in market and using of thecomputer, if they are not satisfied then they go for learning of how to use the computer.The low involvement of consumer will be in agency that do-feel-learn strategy (Ray,1973). In one of the consumer article author explained about the consumers, areinfluenced by television commercials and their relationship effectiveness ofadvertisements (Krugman 1987).High involvement theory is rational and emotional, and it is explaining abo ut theconsumers participations in the context very actively without any hesitation, moreover,they look after extensive problem solving. In this theory of involvement the consumerslearn about the product, use the product, if they are feeling that the product is comfortableto use it, and then they go for buying the product, so this is called high involvementbecause after usage, they definitely buy the products. The high involvement theory isreversible order to low involvement theory like learn-feel-do strategy (Debruicker, 1979).How the involvement theory is useful, the emotions, specific feelings, learning of everyproduct and involves when they want to use it and when they want to purchase it. So, thistheory helps when the consumer purchasing any kind of product or after using theproduct.6. CONSUMER BEHAVIOR MODELSIntroduction Intergradations of three modelsThere are three types of models, which will explain about consumers process of basalneeds to selecting one particular product, In order to process consumer behavior thefollowing three models are important, the first and foremost model is that the Hierarchymodel of consumer behavior, in this model the author said that, without any basic needsthe consumer can not survive, so, the consumer should have some basic needs, whichhave been explained below, secondly the consumer behavior model. In this model authormentioned about research and preparation, in this process, the researchers are takingsamples from consumer before manufacturing the new products in the market. Finally,lens model has been explained that in order to choice/select a product by the consumer.Most early psychologists studied people who had psychological problems, but MaslowHierarchy needs tells us about the needs of consumer behavior.Hierarchy needs of consumer behavior model (Simons, Irwin and Drinnien, 1987)Maslow believes that people seek to fulfill five categories of needs.(Simons, Irwin and Drinnien, 1987)Maslows given the hierarchy needs for consumer behavior, before starting about theconsumer behavior, the consumer needs are important usually every consumer havesome hierarchy needs, they are self actualization needs, esteem needs, belonging needs,safety and security needs and psychological needs (Simons, Irwin and Drinnien, 1987).The self actualization needs The term actualization means that the intrinsic growth ofwhat is already in the organism, or more accurately, of what the organism is called selfactualization needs. For example one can play the music, he is called musician or artist,and one can paint the art is called painter, one can write the poems, is called poet. Forsurviving in competitive adult male one profession is important, this profession is not only forsurviving, but also one kind of need for human being. In small words to understandsimply one individual potentiality develop him by doing something it is called the selfactualization (Simons, Irwin and Drinnien, 1987).The author suggests that the se lf actualization need is important when the consumerwants to survive, consumer came with new professions, and it is one kind of need, it willhelp the consumer to survive in this competitive world (Simons, Irwin and Drinnien,1987).Esteem needs The term esteem means that need for things that reflect on self-esteem,personal worth, social recognition, and accomplishment, for example one can travel in the bus, repulse bike, and car respectively, depends on his/her financial position they can travel. Inthis case travel is a need, so, in smaller words, if one can economically sound, thenhe/she arranges the esteemed need according to their financial possession (Simons, Irwinand Drinnien, 1987). The author said that, if she/he needs the esteem needs, then theyshould have good economic possession, if not no necessary to maintain the car or motorbike, it is very easy to use the public bus or walk (Simons, Irwin and Drinnien, 1987).Social needs The social needs includes love of family or friend s, for example, the boyloves his girlfriend friend, the relationship between husband and wife, one child belongs to onefamily This is called belongingness or love (Simons, Irwin and Drinnien, 1987). This isone kind of need for every consumer, because every consumer has their personalbelongingness and love. gum elastic needs The safety might include living in an area away from threats. This level ismore likely to be found in children as they have a greater need to feel safe. For exampleone wants to live safe and secure life in the society. Finally, always consumer wants tolive a life, which is safe and secured (Simons, Irwin and Drinnien, 1987).Physiological needs It includes the very basic need air, warmth, food, sleep, stimulationand activity. People can die due to lack of biological needs and sense of equilibrium commonneeds like food, water, oxygen and other common minimum needs are wanted for everyone to survive in the world. This is also a basic need of consumer (Simons, Irwi n andDrinnien, 1987)Consumer behavior modelThe concept of consumer behavior model is that, all the consumer minds are not thesame, because every consumer thinks in different room and purchasing of products alsodifferent.The below figure is saying about the research and planning, now a days the products aremany, the consumer is attracting towards new products and its features. Themanufacturing companies are designing the products, before manufacturing of newproducts the researchers are taking the samples for research from the consumers, aftertaking the samples from the consumers, researchers are doing the research about theproducts, it encourages companies to constantly innovate better ways to serve theconsumer needs (Yeowzah, 2003).The research planning depending on product design, insights and action. As authorsaying about the design, if products designs are good then every consumer attractedtowards purchasing of new products, the product design is possible only by doingresearch. The insights is nothing but the product features, the product features are dependupon good research and planning, without any research and planning there is no productas such. In between these two aspects the action takes place to do good research and toget good results in the market (Yeowzah, 2003).2. Consumer behavior model (Yeowzah, 2003)http//www.yeowzah.com/consumer_behavior_model.htmThe significance of consumer behavior decision theory in some cases consumer has clearand strong choice or preference for particular product to purchase. According to thecustomer preference, companies can increase their sales to develop the 4 Ps marketing toaffect the customer preference and test. Company can design the product to attract thecustomer to make the better sales. To analyze the competitor activity and make the mostbattle plan to fight in to the market (Hauser, 1993).Lens ModelProduct FeaturesPerceptionsPreferencesPsycho-social cuesAvailability, PriceChoiceLens model (Hauser, 1993)Desc ription The above lens model says that, the product features and perceptions areinter dependent, because the consumer see the product features before purchasing anyproduct in the market, the product features arrow showing towards perception, theperception is nothing but understanding of the product, in this process consumer willunderstand about the product, after understanding the product, the perceptions is going tobe preference of various products (Hauser, 1993).In this process of preference product, the consumer prefers the products, after preferringthe product, consumer select the particular product that is called choice. The final arrowshowing towards choice, but this whole process depends on consumer psycho-social cuesand availability price of the products in the market (Hauser, 1993).The second way is that the psycho-social cues and perceptions are also inter dependentwith the help of these two terms the consumer prefers the product and finallychoose/select the product (Haus er, 1993).The third way is that the consumer chooses the product with the help of psycho-socialcues, which means psychological influences, understanding of the product andavailability price of the products (Hauser, 1993).NIKES INTRODUCTION (NIKES CASE STUDIES)The company was established in 1968. Philip H. Knight is the chairman and chief operating officer of thecompany. The first idea was given by Philip knight to manufacture the shoes, the ideabehind this concept is that, when he was studying MBA in Stanford University in USA,he sinless the course and he was trying to do the project in different marketingcontexts, for this project, he went to Japan to do project in tiger shoes in Japan, it is oneof the best shoes brands in Japan, at the same time he presented himself as an Americanrepresentative and started manufacturing of shoes and he has given name for thatcompany is blue ribbon sports company later on he has changed the name Nike.Later he started manufacturing shoes, apparel and equipments and he renamed hiscompany name like Nike hope for the best to happen after some time he turned in to hiscoach Bill bower man in his school for what to do next in this industry. So, Bill bowerman came up with new idea. In 1979 the Nike was the worlds top companies in theworld. Nike mainly concentrated on athletics, the main competitors was Reebok andAdidas. Now Ni