Market segmentation of the Nike company
Market segmentation of the Nike company
Demographic Segmentation
Demography segmentation they include age, race, family income, and education level, among others.Besides, it was observed that the majority of the respondents consist of professional from various fields like engineers, software professionals, working executive etc. who effective form 38% of our database. While 36% were students from various fields. Others constitute designers and athletes etc. the further study is carried on the buying behavior of the above mentioned categories of consumer, which shows that our consumer is well educated and is very well informed about the product. (http://www.scribd.com/doc/34735893/A-Summer-Training-Report-on-Nike)
Furthermore, in the survey conducted a direct relation between the income level and the spending capacity was observed. Also it was found that students were spending in the range of $1000 –$ 3000 as compared to the working class professionals who were ready to spend between $ 3000 – $ 6000, since they have higher spending power because of higher income levels. (http://www.scribd.com/doc/34735893/A-Summer-Training-Report-on-Nike) Geodemographic Segmentation
The second segmentation are focuses on geodemographics and proximity. The premise behind geodemographics is that people who are similar in income, culture, and perspectives naturally gravitate toward one another. Once these people move to their neighborhoods, they become even more alike and share similar consumer behaviors. When a store asks for your zip code when you make a purchase, it’s using geodemographics as a segmentation technique.
Furthermore, the characteristic if the consumer is depends on their income. For example, the Nike Shoes has been done an analysis the respondent of buying for the Nike shoes is RMB597 for average of the total.(App.1) Personality Traits
Personality traits are people often do not identify these traits because they are guarded or not consciously recognize.
Demographic Segmentation
Demography segmentation they include age, race, family income, and education level, among others.Besides, it was observed that the majority of the respondents consist of professional from various fields like engineers, software professionals, working executive etc. who effective form 38% of our database. While 36% were students from various fields. Others constitute designers and athletes etc. the further study is carried on the buying behavior of the above mentioned categories of consumer, which shows that our consumer is well educated and is very well informed about the product. (http://www.scribd.com/doc/34735893/A-Summer-Training-Report-on-Nike)
Furthermore, in the survey conducted a direct relation between the income level and the spending capacity was observed. Also it was found that students were spending in the range of $1000 –$ 3000 as compared to the working class professionals who were ready to spend between $ 3000 – $ 6000, since they have higher spending power because of higher income levels. (http://www.scribd.com/doc/34735893/A-Summer-Training-Report-on-Nike) Geodemographic Segmentation
The second segmentation are focuses on geodemographics and proximity. The premise behind geodemographics is that people who are similar in income, culture, and perspectives naturally gravitate toward one another. Once these people move to their neighborhoods, they become even more alike and share similar consumer behaviors. When a store asks for your zip code when you make a purchase, it’s using geodemographics as a segmentation technique.
Furthermore, the characteristic if the consumer is depends on their income. For example, the Nike Shoes has been done an analysis the respondent of buying for the Nike shoes is RMB597 for average of the total.(App.1) Personality Traits
Personality traits are people often do not identify these traits because they are guarded or not consciously recognize.