Consumer Decision Process of Nike

Consumer Decision Process of Nike In this century, customers are the potential buyer of products. Most of the companies are focusing on improving the relationship between with customers. The result shows that improving the relationship between companies and customers can retaining customers loyalty and attracting new customers, this relationship is importance to most businesses. If a company having good relationship with customer they understand customer needs and wants and to satisfy the customers. Example: Nike Company have provide good customer services, when customer facing problem of Nike product customer can send e-mail with question relating to purchases and Nike Company will solve the problem within 1 working day or contact to Nike Company telephone lines of customer service to get the solution. Customer can log in Nike website to check the latest Nike products, make ordering, shipping and returns. Customers can solve the problem easily by send e-mail or calling and without going any outlet customers can buy their products through Nike website. COMPANY BACKGROUND Nowadays, Nike Inc is the world largest markets of athletic shoe and apparel, also the world leading company of supplier athletic footwear, accessories, sportswear, and main manufacturer of sports equipments. Nike is worldwide brand and the products that sold in about 110 countries, Nike Company had more than 30,000 employees around the world. In 1962, Philip Knight was track athlete of middle-distance runner team member as an undergraduate at University of Oregon. Philip Knight travelling to Japan communicates with Onitsuka Tiger to import some athletic shoes to United States; Philip Knight believed that Japanese athletic shoes would break the German athletic shoes dominance in United States with Japanese product. In 1964, Philip Knight partnership with Bill Bowerman was track coach at University of Oregon. Bill Bowerman and Philip Knight was the founder of Nike, at the time Nike originated known as Blue Ribbon Sports. In 1968, Bowerman had worked long time to designs and modified of prototype Blue Ribbon Sports, his designed shoe was successful which known the shoe as Cortez. In 1972, Blue Ribbon Sports was manufacturing the products overseas by their own line by themselves and import to United States. At the same time, the company introduced the new symbols with Swoosh trademark and the brand name Nike it mean the Greek goddess of victory. In 1978 Blue Ribbon Sports had rename the company name to Nike Inc. In 1988, Dan Wieden who created the slogan called Just Do It for 1988 ad campaign and nowadays this slogan had became the recognized trademarks. In 1999, Nike had begun selling athletic shoes and other products by used e-commerce and directly selling products to consumer through company website. CONSUMER DECISION PROCESS The consumer decision process (CDP) model is important for making marketing decision; CDP is the stage of consumer goes through before, during, and after buying the product or service in decision making processes. In first stage of CDP starts with need recognition, the buyers understand what their problem or need in between current motivation state and desired motivation state. For example, I saw a commercial for brand new series pair of Nike shoe, to stimulate me that I need a new Nike shoe. Customer may need to pass through the stage step by step in every purchase. However, in daily purchase customer can skip the stage of information search and evaluation straight to purchase decision. For example, I feeling hungry need to buy food and I straight forward to make purchase decision to buy my favourite food McDonald. The next stage of CDP is information search; under information search consumers can search information according to internal or external sources of information. Internal sources of information are the information retrieved knowledge from memory and the information may be based on a person past experience, past conversation, or articles read previously. External sources of information can get from environment can be the new sources of information and include friends, family, salesperson, advertisements, brochures, websites, and media article. The marketers will identify which target markets of information sources are most influential, the impact of these sources of information will depend on the products and customers. For example, I want to buy new pair of shoe and before I buy I will take advice from my friends of their experience on different brands of shoe and search information about the company brand product quality. The third stage of CDP model is evaluation of alternatives, which the consumer evaluation alternative bounds in the choice set by using information. Evaluation is an important determinant of the degree is whether the customers feel involved in the product. By involvement, that means the extent of perceived relevance and importance that accompanies with the own choice. The involvement had categories into low-involvement purchases and high involvement purchases. Low-involvement purchases mean have simple and low expenses in evaluation process. For example, buying soft drink and food in the supermarket is under low-involvement purchases. High involvement purchases are usually branded goods and involve in high expenses or personal risk. For example, doing business, making investment, buying house and car are under high-involvement purchases. Nike shoe is categorising in high-involvement purchases because is branded goods and comparing with other brands Nike much more expensive than usual ly brands. The fourth stage of CDP model is purchase, the stage that consumer actually buy the product. For example, after I read the advertisement Nike shoe, I consider buy the Nike shoe to satisfying my need or want. The buying decision may take place immediately or in few weeks later. The seller may need to attributes the product by compared with the competition with own advantages and giving trial or sampling of the product hope the sale increasing. The final stage of CDP model is post-purchase evaluation, after customers buy the product and used, the customers will compares it with expectation on their past experience either the product is satisfied or not. The cognitive dissonance concept will commonly occur when the customers experience concerns after making purchase decision. Cognitive dissonance mean the customers buy new product is preferable than the product is using and customers may not repurchase the product is using or switching other brands. For example, before I bought Nike shoe I was wearing Bata shoe, I feel like Nike shoe is more comfortable and good quality so I may not repurchase Bata shoe and changing the mind to purchase Nike shoe. To manage the experience success is the job of the marketers to persuade the potential customers to purchase the product will satisfy their needs, for the customers that purchased the product should be encouraged that their decision making is right to repurchase the product and avo id them changing their mind to choose other product. For example, I had bought Nike shoe and wearing it, I feel that Nike shoe giving more comfortable and good quality than other shoe. In future purchase decision I will repurchase the Nike shoe because it satisfies my needs. Psychological core The process of perception, motivation, learning and attitude is under the internal process of psychological core. Perception There are three stages in the process of perception starts with consumer exposure and attention to stimulus the consumer to interpretation. Exposure and attention are state as highly selective mean that consumer only can use small section of the available information. Perception process which we attach meaning to the surrounding world, how consumer affect by the five senses (sight, sound, touch, smell and taste). The first stage, exposure is the extent to people aware stimuli that within range of their sensory receptors. For example, (eyes, ears, nose, mouth, fingers) such common stimuli as sound, colour and smell. Second stage of perception process is attention, attention happen when the stimulus activates the receptor nerves and send the result of sensations go to the brain for processing. For example, Nike has created visual identity with their ads through television, newspaper and to captures consumer attention. The final stage of perception process is interpretation, interpretation mean that people assign to sensory stimuli. Two people doing the same event but their interpretation maybe different with each other. For example, a glass filled with half water, person A say the glass was half full and person B say the was glass half empty. Learning and Memory Learning can defined as relatively permanent change in organization of long-term memory or experienced behaviour or in the content and is the result of information processing. There are two categories memory, short-term memory (STM) and long-term memory (LTM). STM is known as working memory, STM only store information for limited period of time and its capacity limited, to prevent short lived memory must always repeating the information though maintenance rehearsal. For example, to remember the presentation speech in capacity limited I must constantly repeat the speech again and again to prevent the memory in short lived. LTM is allow to store the information for permanently and its unlimited capacity. LTM consist into two type of memory there are semantic memory and episodic memory. Semantic memory refers to the person feeling and knowledge of the concept. Episodic memory is related to the sequence of event that is personally relevant. For example, a young child who has almost drowns and causes the child phobia to the water even when the child grown up. There are two situations in learning and memory which are high and low-involvement learning. The situation of high-involvement learning is motivated to process or learn the data by consumer, and low-involvement which the consumer has little or no motivation to the process or learn in data. Normally consumers learning happen in relatively low involvement contexts. The way of communication should be structured by the customer to expect what they have from different depending on the level of involvement. Motivation There are two motivation theories which are Maslows Hierarchy of needs and McGuires psychological motives. The theory of Maslow has 5 basic motives which general terms and not useful in marketing. McGuire theory is fairly detailed set of motives for specific aspects and developed a classification these theories into 16 categories. Attitude An attitude is define as long-lasting organization of motivation, emotional, perception, and cognitive processes with the learned predisposition to express that person like or dislike to an item and also the way one think, feels, and acts to some aspect of our environment. Attitudes serve four key function for individuals which are knowledge function, value-expressive function, utilitarian function, and ego-defensive function. Knowledge function is the result of need for order, structure or meaning that formed by attitudes. This need is often present when a person is in an ambiguous situation or is confronted with a new product. Value-expressive function attitudes are perform a value-expressive function express the individual central values and self-concept. For example, people who protection the environment they will recycle, reuse, save energy and purchase green product. Utilitarian function is concern to the common principles of punishment or reward. We develop some of our attitudes for these products offer pleasure or pain. For example, A person like to drink Vanilla Coke the person will have the positive attitude for the Vanilla Coke. Ego-defensive function means the attitudes of people that are formed to protect them-self either in internal feeling or external threats. For example, products like Marlboro cigarettes promise to help to man build macho image will attract the consumers who are interest of masculinity. The attitude has three components which are affect, behaviour and cognitive and known as ABC model of attitudes. Affective component consists of the consumer emotion or feeling about specific product or a brand. For example, a man is in sad mood when he see his favourites food, he not interest it. Behaviour component consists of the consumer undertake specific behaviour or action on the attitude object by the consumer tendency or response, and refer the actual action or the intention to buy the particular products. Cognitive component consists of the consumer beliefs about particular product, and expecting form of belief in the future. For example, lower price product mean lower quality. Consumer Environment Culture Nowadays, in the culture most people are concern about their health so those people are preferred to do exercise. Doing exercise they needed exercise accessories and requiring having good quality and comfortable shoes to wear and prefer to Nike products. Subculture http://www.oppapers.com/essays/Nike-Company-History/171750 http://www.megaessays.com/viewpaper/17404.html http://www.fundinguniverse.com/company-histories/NIKE-Inc-Company-History.html http://www.udel.edu/alex/chapt6.html http://html.rincondelvago.com/consumer-decision-process.html http://tutor2u.net/business/marketing/buying_decision_process.asp http://www.wisc-online.com/objects/ViewObject.aspx?ID=OIC2801 http://www.sykronix.com/tsoc/courses/cb/cb_cog.htm BB Chapter Nine : Learning and Memory from BBAdvisor (function() { var scribd = document.createElement("script"); scribd.type = "text/javascript"; scribd.async = true; scribd.src = "https://www.scribd.com/javascripts/embed_code/inject.js"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(scribd, s); })()

Human Tendencies, Montessori

Throughout history, humans have relied on their ingenuity and adaptability for survival. Regardless of race, country, or culture, people follow similar patterns of exploration, inventiveness, and creativity. After years of careful observation, Maria Montessori was able to identify the importance of tendencies that compel human beings to construct and refine the world around them. The practical application of the Montessori Method is based on human tendencies to explore, move, share with a group, to be independent and make decisions, create order, develop self-control, abstract ideas from experience, use the creative imagination, work hard, repeat, concentrate, and perfect one’s efforts. Tendencies are important to every human being as it draws us to adapt and survive under different circumstances. Therefore, it is necessary to know the definition of tendencies and its general characteristics. Definition of tendencies What do we understand by the word ‘tendency’ is predisposition to think, act, behave, or proceed in a particular way, an inclining or contributing influence. In other words, tendencies draw human being to achieve something and develop. According to Montessori these tendencies are innate. They are the basis of our predispositions, or as named by Montessori in Formation of Man, our nebulae. Human Tendencies is a natural urge to do something and is developed throughout our development. It is beneficial to know and understand the basic human tendencies that we, as humans develop naturally. Every human being needs to find in the environment oxygen, food, water, love and protection in order to survive and then to develop, so we have to survive first and then to progress. These tendencies help us to become human. These are the ways in which we, humans are all similar. They unite us as a species and distinct humans from animals. ‘There are certain basic factors which do not change. What may change is what is given to the mind. ’ The Human Tendencies and Montessori Education – Mario M. Montessori, AMI, pg. 6 We can see that tendencies do not change and human tendencies are hereditary. Everyone has the same tendencies, but the way we use them is differently. The tendencies lead us and children learn independently from the environment and adapt to any society. General characteristics †¢Tendencies are universal and all human beings have them no matter where they are born in the world, irrespective of culture, nationality, race and religion. †¢They are present in all human beings right from birth and as such described as inborn or inert and they last throughout life. They are unchanging in the way they function and have remained the same for different generations, but only modified to suit the environment man finds himself in. †¢There are several tendencies and all working together and not in isolation, are interconnected. An important principle in The Absorbent Mind is that education starts from birth, so we must guard the child’s psychic power in the first few years. The importance of tendencies for human being These tendencies are important for humankind and they need to be express full to be suitable for us to live and develop. These tendencies are present at all ages of our lives but some are stronger than others during different developmental periods. The tendencies also vary in the way and strength in which they appear in different people but they all exist in some form in every person. And it is these tendencies which guide our development and this one of the reasons why are important for the humankind. Tendencies serve to help human beings survive and develop fully making something of them. Animals have instinct and are born complete with everything they need to survive in an environment. The human beings have tendencies which drive them to explore, develop and adapt in order to survive whatever the environment is. Human beings have both physical and psychological needs. The physical needs for food, shelter and clothing, and the psychological need for security, love, art, music and culture. It is the tendencies that drive the humankind to look for and create those things that meet his physical and psychological needs from within his environment. Montessori’s belief in the potential of every human being is grounded in the idea that the world can be changed for the better if education is adapted to he child’s true nature instead of being limited to the transmission of academic knowledge. However we also need to recognise that as members of the human species, children are born with certain genetic traits or potentialities, unique to human beings, Montessori called these traits, human tendencies. These tendencies relate directly to human needs: for example o ur need for food is linked with our tendency to explore. 1. Tendency for Exploration It is through movement that exploration began. People learn from the discoveries they make or that which others before them made. They look around and make connections with things in their environment also by smelling and hearing. The child will have the natural urge to explore their environment they are in and are constantly learning from what they see and hear around them. The child is learning how to use their basic senses as in see, taste, touch, hear and manipulate something or the other. In the first few months the child is learning how to move his arms and legs he is not very strong at this time his muscles are not developed yet and he just observes his surroundings. They imitate the actions of those around them. All the connexions from the brain at the birth, which has one hundred billion neurons, are not yet made; therefore they are waiting for being connected in the new environment. Even though we have an immense responsibility to provide the right environment because the child will trust the environment and he will trust him to do things by himself. The child is an explorer. He needs to explore the world on a level that he is capable of learning from. The function of the Assistant to Infancy is to put the child in touch with the many aspects of the world around him which will help him classify his impression, build new skills and knowledge. The world is an exciting place and the entire more so if the child is able to make his own discoveries about it. The Assistant will choose activities which may nurture his interest but be careful to help the child to point the discovery without actually making the discovery for him. That is all about the exploration. 2. Tendency for Order The human being must have order in his environment to be able to find his way back home after exploring his environment. The child requires from of order whenever he is exploring. This will help him in on many levels- if he wishes to carry out an activity successfully then order is required. Order and its extension into exactness and precision will help him to gain clear and accurate impressions so that he may understand his world better. External order can help create a logical and orderly mind. We can observe in the small babies their love for order in their surroundings. They cannot practically live in disorder, they are so aware of it, thing which is not happen with the grown-up children. They will expect to find objects where they first perceived them and will go great lengths to put them back if they are ‘out of place’. 3. Tendency for Orientation Through order we can build our orientation within our surroundings. The child needs some points of reference in the environment to orientate him and find things. And this means he can orient himself in his environment and to act with purpose. In his book, The Human Tendencies and Montessori Education Mario Montessori states: ‘If the security given by the sense of orientation is removed, it is not that one feels lost in a city, one feels lost in one’s mind. ’ pg 21, AMI pamphlet 1966 For a child, if something is usually placed in a certain spot, he wants to find it there. If the order is taken away, then he becomes disoriented, lost and unable to function properly. 4. Tendency for communication To communicate is the essence of our civilisation. This is what makes us different then other species. To have the ability to express oneself fully and accurately is a great gift. The more the child is helped in this area the more independent he can be. The child is able to interact, express thoughts and ideas with people in his environment through language. Prior to developing language, the baby only could communicate by crying which meant the adult had to guess his needs. With language, the child is better clearly able to express his needs and thoughts and become more independent and secure. 5. Tendency for self-esteem Feeling good about oneself is one of the generally accepted criteria for good mental health. One of things that help children feel good about themselves comes from the fact that they need a lot of support, love and attention from the adults around them. 6. Tendency for work (movement) Since the child is in process of developing, movement plays a vital part within his life. Even movement for a young child is work. The child creates the movement even before the moment of birth, he starts from his mother’s womb, because he has a strong tendency for the movement. And the tendency for movement keeps the child active. Some of it can be reflexive movement like grasping an object hanging and controlled movement – going here and there. Being on movement is co-ordinated i. e. where the body and mind working in harmony. At the moment of birth movement is amazing, the hands are very important. In the first few months babies start to develop head and trunk control. When lying on their tummy their hands are in position to help by pushing through the floor surface. The child then requires activities that are both purposeful and challenging, that will bring real work to his life. The child while engaged upon this type of activity will also be satisfying tendencies towards exactness, repetition, concentration, calculation and imitation while at the same time building a firm base for his creative imagination. 7. Tendency for group orientation The child knows that we are different from the animals or pets. He shows us that by crying at the beginning. He wants to belong to a group, especially with the closer ones- mother and family. The child makes sense of relationships and also learns the behaviour of that group i. e. the way they eat, speak, dress and the rules of how that place function i. e. gestures, words. And because he knows and he wants to become like adults around him is now coming the tendency for imitation. The basic skills of children are usually achieved through imitation, which is later modified by the child to suit his own personality and improved upon. For instance gregariousness leads to imitation. Even with adults, the need to conform to the way of life around us so that we are accepted leads to the imitation of the values of that society

Paint Your Wagon

Paint Your Wagon (1969) is a musical movie adaptation of the stage play musical of the same title by Lerner and Lowe. The movie is set in California during the gold-rush era and stars the Lee Marvin as Ben Rumson, Clint Eastwood as â€Å"Pardner† (Julio in the stage play) and Jean Seaberg as Elizabeth. The movie details how a small tent-city (No-Name-City) becomes suddenly populated when Ben (Marvin) discovers gold in the soil. The story is complicated by the arrival of other characters such as the Mormon with two wives – one of which he auctions off (Elizabeth) to Ben.A love triangle forms when Ben leaves to kidnap seven â€Å"French tarts† from a neighboring town and leaves Elizabeth in the care of Pardner. The two eventually fall in love and comes up with a strange arrangement of sorts through Elizabeth’s convincing argument that if a man can have two wives, surely a woman can have two husbands. Everything bodes well until the gold starts to dwindle and in desperation, Ben and the other miners decide to mine under the buildings believing that gold is dropping through the floorboards.This eventually leads to the destruction of the town, the abandonment of the settler’s and Ben’s renewed search for prospective land. The movie offers a (musical and colorful) window into the phenomenon known as the North-American western frontier that occurred as a result of North-America’s newly attained independence and the formation of the United States. The movie, through its comical portrayal of the gold-rush, demonstrated the Laissez-faire or free trade trend of modern American economics.This is demonstrated by the free and unregulated movement of settlers of the town of No-Name-City who are all looking for gold. The economy during this time was one of risk taking and speculation, which accounts for the migrant behavior of settlers and prospectors, risking resources traveling through the great plains of America in search of fortune and lands to reclaim (Effects of the American Frontier). Another aspect of the frontier era that the movie offers a window to is in the area of Politics and social tolerance.The movie offers a glimpse on Frontier politics through the portrayal of how the settlers of No-Name-City keep order. The movie demonstrates how the political system can be individualized, with people and leaders dealing with situations as they are encountered and making the best of the situation (Effects of the American Frontier). Social tolerance in the movie is demonstrated in the way that cultures and races can freely mix in the settlements formed in the movie (e. g. the mixing of Mormons, Americans, French etc. ).This is highly representative how the frontier era was highly racially and culturally tolerant. Lastly the movie also offers a glimpse into the stature of women during the frontier era. This is demonstrated through the character of Elizabeth. Though in the beginning of the movie her charact er was marginalized, even reduced to mere property (through the auctioning) she establishes that women are somewhat equal in status with men when she manages to convince the two male protagonists that she too can also avail of â€Å"privileges† reserved for men in the way that she too can have two husbands.This is reflective of how, during the frontier era women were treated as practically equals since in the wild west, with nature offering constant challenges to the settling population, women were expected to perform roles similar to those of men (Effects of the American Frontier). Work Cited â€Å"Effects of the American Frontier. † Cyberessays. com. 11 December 2008

Culture Is A Kind Of Invisible Property For The Non...

Culture is a kind of invisible property for specific group of people.Daniel Frances said that is disrespectful that how the aboriginal people became a tool to attract tourist and earn money for the non aboriginal people. The non aboriginal people do say the good quality of the Indian, â€Å"speed, power, and the force of nature† (184) and applied to the product. In fact, the manufacturer careless about the aboriginal, who are the people living in the same time and space with those non aboriginal. Having someone to praise about a race is not a bad thing, we all like to be admired. The admiration toward the aboriginal is being twisted into a way to commercial purpose, become an image for whatever product, in this case, an attraction. The western settlers appropreate the aboriginal culture in a disresponsible way which distort the original meaning. I agree that â€Å"Indians were a surefire tourist attraction†(192), how they treated like an object instead of human. Because of the successful advertisement, â€Å"[t]ravel on the CPR boomed†, there are â€Å"fifteen and a half million passengers rode the train† (193). For the CPR journey, I feel like the aboriginal is treated like animal in a zoo, where there are tourist â€Å"throwing coins and oranges† (193) to have fun. In my opinion, it is like how people feed pigeons with bread and impress how they can eat up the food very fast. Aboriginal lost respect and become a form of entertainment. The image of wild Indians is overused by the non aboriginal,Show MoreRelatedWomen Helping Women2559 Words   |  11 Pagesresponse to it, are traditionally mined for phrases such as ‘womanhood’, ‘unity’, ‘women helping woman’, women helping society’, morality’, and the’ Golden Rule’ and despite the apparent openness to women of all kinds in their speeches, historians emphasize Whiteness, virtually invisible in Grant’s and Lady Aberdeen’s words, as key to women’s social reform development. 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