NIKE AND CONSUMER BEHAVIOR IN THE CHINESE MARKET

A study on consumer behavior for international brands Literature Review: Critical evaluation of the main academic theories, overview of the organization (s), the definition of the academic theories being taken forward to the research instrument. 6000 words need to find some consumer behavior theory models and try to use more than half journal references

he mentioned two models and he needs u to add fours models in the LR part and use some space to introduce the company.

Tutor said that Literature Review: Critical evaluation of the main academic theories, overview of the organization (s), the definition of the academic theories being taken forward to the research instrument. 6000 word

the client asked that: 1. Critical evaluation of the main academic theories (not only just add four more theories, but also cover existing theories that i mentioned, Traditional Decision Making Process and Advanced Decision making model: Howard-Sheth Model ). 2. overview of the organization (s) 3. definition of the academic theories being taken forward to the research instrument.

Howard-Sheth model

Also called the Theory of Buyer Behaviour, the Howard-Sheth model explains consumer behavior over time. This model is based on brand choice behavior. Sheth and Howard (1969) identity the core elements that inform a consumer decision press, including the motives, alternatives, decision mediators through which motives are aligned to the alternatives, Howard and Sheth observed the changes that result from customers’ repetitive nature of buying and determined how they influence the search process as well as the use of information from the social and commercial environment of buyers. As such, the Howard-Sheth model suggests that customer decision-making involves three levels; extensive problem solving, limited problem solving followed by habitual consumption behavior.

Howard-Sheth model is notable for incorporating the vast range of inputs from the perspective of social and marketing variables on consumer choice. According to Erasmus, Boshoff & Rousseau (2001), the model aims at explaining consumer behavior not only in terms of cognitive functioning but also in a way that provides a testable portrayal of particular behavior and outcomes.

John Howard used the learning theory to develop an integrative theory of consumer behavior (Howard, 1977). Using systematic and comprehensive insights, Howard developed a model that explains the difference between the different levels of decision-making. As such, this model serves as an essential approach to explaining consumer choice of brands over time and is therefore relevant to different aspects of marketing and the social environment. Emphasizing repeated consumption, the Howard-Sheth model is based on four core.

Word Count: 7000