Nike shoe customer decision making model:

 

 

1.  Need Recognition:

      In this information processing model, the consumer buying process begins when the buyer recognizes a problem or need of the product. Here in fact need is the catalyst which triggers the buying decision of individuals (Solomon & Michael, 1996). So in Nike they uses new air technology that gets comfort in wearing the shoes, which leads the customer to recognise the problem. Here air technology is basically a bubble of gas which contain pressurized gas encapsulated in polyurethane (BrooklynNike, 2010).

 

 

2. Information Search:

    Customer research begins by searching different alternatives that can fulfil their problem. This might include different categories to fulfil their needs as well as different brands or providers. So here there are many similar brand that provide same product like adidas, puma etc. But every brand has their different style and ways for satisfying customers needs.  

 

 

3. Evaluation of Alternatives:

     The consumer compares their options like different offers, opinions from their friends, relatives and also from some review of customer who have posted in the company website. Here Nike has their own website nike.com where current customer leave their reviews on each pair of shoe sold and this information is used  by the new customers to determine whether the shoe is good or not based on the comfort and sizing. Nike also uses ad during popular sport event and magazine ad in popular sport events.  

 

 

4. Purchase Decision:

   Here in this stage customer will finalise which product he want to buy and of which brand. With this decision they also make series of small decisions like where, when and how. Here in Nike after making decision of purchasing shoe from Nike brand, customer gets many choices in sneakers based on the performance purpose, fashion style and prices which make the customers able to have alternatives within the Nike brand.

 

 

5. Post-Purchase Behaviour:

    Here after buying customer may or may not be satisfy with the product. This customer will post their review on the Nike website about their satisfaction about the product. Nike has huge range of options available for their customers so there is very little chance that product does not satisfy their customer wants and needs.