The buyer behavior is affected by 4 factors such as Cultural, Social, Personal and Psychological - Tài liệu tham khảo | Đại học Hoa Sen

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The buyer behavior is affected by 4 factors such as Cultural, Social, Personal and Psychological.
The first factor is psychological: included Motivation, Perception. Learning and Beliefs& Attitudes Perception:
This is the feedback of customers about Nike Air Presto (Nike Store,2016)
Customers believe that Nike products make them feel comfortable when they are using the products. In
many years, Nike built their corporation image in customers mind. That means when customers think
about the sports whatever they are playing or talking, they always have brand awareness about Nike. The
reason Nike has a lot of contract with famous endorsement is they want to communicate and create the
relationship with people who has the passion with sports. They will feel Nike is their best choice and Nike
has a lot of products which are suitable with their using purposes .For example, the feedbacks of
customers after using Nike Air Presto are good. Almost of them feel satisfied with the qualified, design
and technology of this product. On Nike official website, they always rate 5 stars and 4 stars and good
comment after purchasing Nike’s products. Learning: (Townsend,M. n.d) (NeilTortorella, 2015)
Nike has a lot of store in the world, in those stores and outlets they have sample products for customers to
trial. Customers could touch, wearing the products to know the feeling of using this product.They also
know the price and size of this products.After having the experience about this product, customers could
change their decision that they could buy or not.In shopping mall, there are Adidas Store and Nike Store ,
some customers after testing the products of Nike, they buy Nike’s product instead of Adidas.
The second factor mention about the social: included Reference groups , Family, Role & Status
Reference group: Friends, parents, and people on the internet could affect to the behaviors of customers.
Some customers who have experience after they purchase Nike Air Presto could affect to the buying
decision of customers. When customers want to buy Nike Air Presto, they have to find the information
could be on the internet and the feedback of experience customers could affect directly to the purchase
decisions. Sometimes, the customers always listen to the opinion of their friends and find more
information about that product. (Nike Store,2016)
Family: The target customers of Nike Air Presto are students in the university. Their age is about 18-22
years old. In this age, they are dependence and they have money enough to buy Nike Air Presto. They
have knowledge about fashion, shoes and they could make their own decision to purchase Nike Air Presto
without the perception of their parents. (Ngan L.,2016)
Cultural: included Culture, Subculture and Social class. Culture: (Facebook,2016) (Youtube,2015)
In different countries, Nike applies different marketing campaign in order to suitable with the cultural of
these countries. For example, Nike has the video commercial in Vietnam for advertising the Seagame 26-
the big event about Sport in South East Asia. They use Vietnamese people in this video commercial.
Otherwise, World Cup event in 2010 at Africa, Nike use their celebrity- famous football player to
advertise the event. They use English in their video in order to suitable with the culture of Africa.
Social Class: The target customer of Nike Air Presto is customers about 18-22 years old. Because they
are young and fashionable, the marketers of Nike could easy to expand the marketing for them on the
Internet. Nike Air Presto belongs to middle class that means some adult customers also buy this product
by the design and colors of Nike Air Presto. Furthermore, athletes could buy that product because of this
function, they could use for doing exercise, running and jogging. This is the case of youth customers, they
could buy this product of various purposes of them such as go to school, biking and jogging. Some
business man could buy Nike Air Presto because it was applied the modern technology that business man
could use it for hanging out with their friend or going to the party of company.
Personal: included Age& life cycle stage, Occupation, Economic situation, Lifestyle, Personality & attitudes.
Economic situation: Price of Nike Air Presto is about $120- $130 (Solebox, n.d). It is the suitable price
for customers. The main target customers of Nike Air Presto are youth athletes, students in university.
They could spend this amount of money for buying this product. Students could have money from their
part-time job or their saving money.
Lifestyle: Because the buyers of Nike Air Presto are the youth, teenagers and athletes. With athletes
customers they think that Nike is not the fashion brand, it just the sport brand which they will purchase
Nike Air Presto because it is suitable with their using purposes such as running, gym. With youth and
teenagers they think that they wearing this pair of shoes because of the fashion and trend. That means if
any celebrity wear Nike Air Presto, they will follow the style of this celebrity and it becomes the fashion trend.(UKessays, 2015) References list:
Nike Srore (2016) Nike Air Presto [www.] Available from:
http://store.nike.com/gb/en_gb/pd/air-presto-shoe/pid-11096289/pgid-11461497 [Accessed in 4/8/2016]
Nike Srore (2016) Nike Air Presto [www.] Available from:
http://store.nike.com/gb/en_gb/pd/air-presto-shoe/pid-11096289/pgid-11461497 [Accessed in 4/8/2016]
Townsend M. (n.d) Running shoes in fashion as sales surge [www.] Available from:
http://www.dailyherald.com/article/20120604/entlife/706049985/ [Accessed in 4/8/2016]
NeilTortorella (2015) Jordan Warehouse [www.] Available from:
http://www.neiltortorella.com/jordan-warehouse/ [Accessed in 4/8/2016]
Ngan L.( 2016) NIKE Vietnam và ADIDAS Vietnam – 1 Sản Phẩm, 2 Lối Đi [www.] Available from:
http://abcmarketing.vn/nike-vietnam-va-adidas-vietnam-1-san-pham-2-loi-di.html [Accessed in 4/8/2016]
Facebook (2016) Nike Vietnam : Triệu trái tim một chiến thắng Việt Nam - Seagame 26 [www.] Available from:
https://www.facebook.com/nikevietnam/videos [Accessed in 4/8/2016]
Youtube ( 2015) Nike Commercial: Write The Future (WC 2010) FT Ronaldo, Rooney, Drogba,
Ronaldinho,... [www.] Available from:
https://www.youtube.com/watch?v=7spydLmzLKU [Accessed in 4/8/2016]
Solebox (n.d) Nike Air Presto [www.] Available from:
http://www.solebox.com/air-presto.html?___store=eu_en&___from_store=eu_de [Accessed in 4/8/2016]
Ukessays (2015) Market segmentation of the Nike company[www.] Available from:
https://www.ukessays.com/essays/marketing/market-segmentation-of-the-nike-company-marketing-
essay.php [Accessed in 4/8/2016]