One SIze Fits All

One Size Fits All

Throughout my time as a Nike enthusiast, I have seen the multitude of consumer types that have brought into this company. I can say that this brand is very unique in that it allows for the creation of very distinctive micro cultures in terms of the brands user.  As we learned, a micro culture is a group of people who share similar value and tastes that are subsumed within a larger culture (Babin & Harris pg. 191). However with the Nike Brand, we see can see micro cultures form based upon activities rather than the typical dimension that are in the book.

The first type of micro culture that I found in the Nike Brand is known as the “Sneaker Heads”. The characteristics of the sneaker head micro culture are that they purchase excessive amounts of shoes to fulfill a need to have the latest and greatest shoe. In addition, the Sneaker heads are extreme gaudy as they purchase expensive clothing brands to match their 200$ shoes. Their sense of self-worth is developed by how many shoes that they have in their collection. The micro culture is held together by the Nike brand, and the sneaker heads congregate at large conventions to see who has the newest “J’s”. Here's a video of a Sneaker Conference 

                The second type of micro culture I found with Nike Brand purchasers are fitness enthusiasts. These people are identified by their need to exercise. These purchasers by Nike products in order for their utilitarian value ( Babin & Harris Pg.  29 ) .  These customers are obsessed with working out more than Jen Selter, and purchase these products to associate with their sense of self concept as a fitness nut ( Babin & Harris 117).

                The last type of micro culture that I found was the casual user. This user really does not have an emotional nor strong utilitarian tie to the Nike Brand. They purchase the brand in order to just have the shoes/ clothing. They do not light up when they have a Nike shoe, they just have a blasé reaction to their Nike purchase. They also tend to not purchase as much Nike products as the other two subcultures.

It is interesting to find that there are multiple micro cultures within just one brand. It proves the impact that Nike has in influencing multiple micro cultures. Which truly shows that one size fits all !!! 

Sources : 

Babin, Barry J., and Eric G. Harris. "Value and the Consumer Behavior Value Framework." Consumer Behavior. N.p.: Cengage, n.d.  . Print.

World Jumping Like Jordan

Have you ever seen the image above in your lifetime? I honestly would be shocked if you response with the answer NO. This logo has been found in places such as playgrounds, weddings, song lyrics, the ghettoes, and even the feet of Miley Cyrus.

This logo of course belongs to the Jordan Brand line of products which has had the world jumping like Michael since its introduction in the 1980s. The brand, owned by Nike, has everyone fiending over the shoes like Kim Kardashian clamors for media attention. All this is due impart to the motivations behind the customers of the product.

From its conception, the Brand marketed so that consumers ultimately feel as though they are Michael Jordan themselves for hedonic motivation. The phrases describes a drive to feel an experience to become personally gratifying ( Babin/ Harris). When a customer’s puts on that product they feel the euphoria steaming from their shoe’s soles because they are on platform parallel to the God of Basketball, Michael Jordan.  They feel a high level of hedonic value from their purchase.

This level of hedonic value leads concept of Maslow’s Hierarchy of Needs , a list a set of prioritized needs an individual has ( Babin/ Harris). The hedonic value is so high that it jumps the consumer to fulfill higher needs on the hierarchy, namely the Belongingness and Esteem. Starting first with esteem, the shoes are iconic in the sense that they are viewed as a status symbol worldwide. Any given pair of shoes can cost anywhere from 150-200 $ denoting a high sense of worth when you purchase them. Rappers and NBA players are always seen wearing the shoes, so when a customer like myself purchases the shoes I am in a league among them, excluding Miley Cyrus.

This sense of esteem and status signification spills over to motivation to fulfill a sense of belonging for the consumers. There are multiple communities that surround the Jordan Brand that do nothing but simply talk and collect these shoes. There are trade shows centered around the line as well. The cost to buy into the group is buying a pair of the shoes. The motivation to belong fuels the consumer into the purchase.

 

 

In all , Jordan Brand  is the  hottest  shoes on the market as customers are motivated by the  brand because  thrill of experiencing the shoes of a GOD, the esteem of kings, and love  of the crowds.

AND if you don't believe me that people love JORDANS here's a Video

Sources :

Babin, Barry J., and Eric G. Harris. "Value and the Consumer Behavior Value Framework." Consumer Behavior. N.p.: Cengage, n.d.  . Print.

 

RUN THIS TOWN : NIKE

Run This Town

As long as I can remember, I have always looked to Nike to fulfill my running needs. Whether it was the best pair of the nicest looking running shoes on the market or a new high tech running jacket, I could always look to Nike to provide me with exactly with I was looking for.  Nike is just one of those brands that provides value in a variety of ways so that it is hard to not turn to them when you need just about anything sports related.  Nike is a great company that makes differentiated products that add value in a holistic fashion.

Nike definitely has honed the concept of Total Value. They have their basic product of the shoe, add in the high tech add- on to give it functionally and great design.  Ultimately their most successful area in the concept is in how they make you feel.  From their commercials and ads, I get the notion that I am Hercules wearing their products. I am an unstoppable juggernaut when wearing Nike. I think this is what made Nike so iconic because of their strength on deriving emotions from their products.

Company provides excellent hedonic and utilitarian value. When first buying the shoe, I always think if it can fit my running needs, and Nike products have always fulfilled them. They are useful in the fact that they allow me to complete my workout goals by providing great comfort and support for me. In addition, I receive hedonic value from the overall look from the shoe. When I stare at them, I picture myself as a running champion charging down a race track.  I get a kick out of this “coolness” factor that is not duplicated in other brands for me.

There are two key factors that make Nike products stand out from the pack. For one, the shoes boast amazing design thanks to the in house team that Nike has at their fingertips. When I am running, I honestly want a product that looks cool at my feet while still providing comfort, and Nike just does that for me. Secondly, Nike differentiates itself further by the use of great endorsements and marketing. My consumer perception is that the shoe is Olympian quality so it will fit my needs as top ranked athletes use the product. I feel like I can take on Usain Bolt in a running match when wearing my checkered shoes.

In conclusion , Nike is a winner in my book for great value. I look and feel great while wearing their shoes because of the standout design and amazing endorsements. The company takes the time out to ensure that the emotion is there behind the product which makes a consumer like me think of the product as highly valuable. I do not see myself turning to Adidas or Puma on my feet ever in the near future, which means that Nike is RUN TOWN as the foot champion.