Chapter six: Consumer Decision Making

Consumer behavior- Describes how consumers make purchase decisions and how they use and dispose of the purchased goods or services.

Giving reasons for consumers to buy your products is key. Adapting to consumer's decision making and knowing what they want or need is important in having a successful company. Consumers generally follow the 5 step consumer decision-making process when buying new or expensive products. The 5 steps are: need recognition, information search, evaluation or alternatives, purchase and postpurchase behavior. Nike helps consumers make their decision making process easier by having ads and commercials explaing their products and making their products stylish to make consumers want the product. The commercials catch the attentions of consumers by being flashy and unique but also, having big name athletes bring more consumers to certain products. Believing that the product will make you play like the athlete makes people want to by the product but in most cases, this is not true. Other consumers by the products for fashion reasons.

Lebron James came out with a new sneaker called the Lebron X. Nike came up with commercials advertising these sneakers and having ads in Nike.com talking about the benefits of the shoe and the style of the shoe. Its all about how the sneaker looks so designers have to do a great job of desiging the sneaker and making it stylish to bring the attention of the consumer.Here is the ad of the Lebron X sneakers in Nike.com:   

http://www.nike.com/us/en_us/c/basketball/lebron-10-plus&cp=USNS_KW_0611081618






Also having commercials showing the product and the athlete behind it brings a lot of attention to it and makes consumers want to look into the product more and later on buy it. Here is a commercial on the Lebron X sneakers: