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Report on the Case Study "Nike" Prepared by Joanna Griffin For Andrew Davison May 1st 2002 Contents Page Page 3 Terms of Reference Page 4 Summaries Pages 5-11 Findings Page 12 Bibliographies Page 13 Appendices Terms of Reference This report has been produced to provide an insight into the consumer decision-making process, buyer behaviour factors that consumers of Nike are influenced by. The report also details recommendations based on the findings. 2.0 Summary The report is about Nike, regarding the case study. The report elaborates on the aspects including buyer behaviour, brand image, consumer decision making, and marketing research techniques applicable to Nike. 3.0 Introduction Nike is the worlds number one sports shoe company. In the US Nike dominates 35% (source: see appendices) of the sports shoe market and its products are sold in more than 140 countries worldwide, it also holds one of the most recognisable logos (amongst others Coca-Cola etc) in the world, the Nike Swoosh. 4.0Findings Question One 4.1 The majority of Nikes customers (70%) purchase their...

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