Nike and consumer behaviour in the Chinese market

Topic

Nike and consumer behaviour in the Chinese market

Instructions

Discuss about Nike and consumer behaviour in the Chinese market.

Answer preview

According to Engle-Blackwell and Miniard Model (Blackwell, Engle and Miniard, 2005), consumer behaviour is likely to be affected by the buying process (the decision-making process as well), which includes the need recognition, information search, evaluation of alternatives, purchase and the outcomes. Afterwards, they expended the model into a new version, which consists of need recognition, search for information, the evaluation of alternatives, purchase, consumption, post-consumption evaluation and the divestment (Blackwell, Engle and Miniard, 2005). Need recognition means consumers recognize their needs and seek to fulfil them, or look for a product to solve their problems. Searching for information can be classified into two channels: internal searching and external searching. After that, the step of evaluating alternatives leads to a product or a brand selection which is likely to satisfy customers.

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