INDIVIDUAL ASSIGNMENT

CONSUMER BEHAVIOR

Name : Reynaldo Budi Rahardja

NIM : 18111010068

Using the following ads from the same campaign created by Nike, explain what aspects in consumer
behavior (ex: motivation, personality, etc) that the brand is using to communicate to their audience?

SEGMENTATION
Segmentation is an effort to mapping the market by sorting consumers according to the similarities
between them. This sorting can be based on age, place of residence, income, lifestyle, or how they
consume products. Demographics, sales of Nike products are intended for citizens either in developed
country and also developing countries who are starting to pay more attention to footwear and other
sports equipment for healthy lifestyle and fashion. Nike does not specify geographic target areas. Nike
can serve all market segments. To support the existence of Nike products, it spreads mostly in the big
cities mall.

TARGETING
After mapping the market, the targeting stage is to target which consumer groups that we targeted. Man
or woman, adolescents to adulthood ages, athletes, executives, students, who need a good quality sports
product for their healthy lifestyle. Many live in urban and suburban areas. Dynamic and energetic thinking
patterns. Then Nike penetrates the young people as target.
For this campaign, Nike especially change their brand image from professional athlete wear product to
everyone’s product; amateur. Dare to penetrate bigger market segments from running, swimming,
wushu, football, and many more sports, Nike is ready to change the game.

POSITIONING
When the target market is clear, positioning is how we explain the position of the product to consumers.
What is the difference between our products and competitors and what are the advantages. Nike tends
to be superior to similar brands in terms of design, material and effects on body fitness.
Nike compare their brand with Adidas brand which in that time of launch the campaign, Adidas is
sponsoring 2012 London Olympics. This makes the all audience make direct comparison, even for Adidas
target market. While Adidas brand are made for Olympic Professional Athlete, but Nike is made for
everyone; not only for professional athlete.
MOTIVATION
To understand consumer behavior never be a simple task because we knew that people are always
change. They might not related with their motivation deeper, or some may not respond and or change
their mind last minute. Marketer can get advantage by knowing their customers’ motivation. But, to build
motivation, we first should find out the unfulfilled needs, wants, and desires of our customers.
Through this campaign, based on Murray and Edwards, Nike saw that there are needs of achievement for
this campaign’s target market. Needs are very important for marketing to make the company gain profits
and growing. As we knew that Nike’s target for this campaign is amateur athlete, Nike are build the
campaign with the needs itself at the beginning but with contradictive approach. Nike suggest the idea of
“greatness” and other “achievements" are not necessarily for professional athlete, but rather, it is
something that all people and even the amateur capable to achieve greatness. Through this campaign,
Nike deliver a powerful message that stated that the true greatness standard are made by ourselves.
Then those unfulfilled needs create tension that drive their target market having behavior to fulfill the
needs.

PERSONALITY
Before behavior rise, there are some aspect that effects the decision such as Personality, Perception,
Learning, and Attitude. Personality is the inner psychological characteristics (the specific qualities,
attributes, traits, factors, and mannerism that distinguish one individual from other individuals) that both
determine and reflect how we as person think and act.
Based on Freudian theory, this campaign approach their target to against superego; individual’s internal
expression of society’s moral and ethical codes of “proper” or “correct” conduct. In society, people has
stigma that the ‘greatness’ are only for the professional athlete. Besides, Nike now use this campaign to
balance the impulsive demands of the id and the sociocultural constraints of the superego. While in Neo-
Freudian theory, we see here that Nike’s target market compliant are wants to be great too.
Based on Trait theory, we see that Nike’s want to waken their target market personality’s that need for
cognition by innovativeness.
While for the brand personality here, Nike are build their Excitement personality for its brand. Nike wants
their target market know that Nike are not for professional athlete only, but also for everyone, mostly the
target market here; the amateur athletes who wants to reach their greatness.

PERCEPTION
Perception also take place in shaping behavior. Perception is the process by which individual select,
organize, and interpret stimuli into a meaningful and coherent picture of the world. And in this campaign,
Nike are stimuli their target market sense using contrast and shocking image. Before this campaign, Nike
are a brand that famous as professional athlete wear. While here, they change it. Using the image of fat
boy at the beginning which is very far from an ‘athlete’ physic, Nike is definitely use him as figure and
ground perceptual. It interrelationship between the fat boy as stimulus and the environment to be noticed
that Nike’s target now are also the people like the fat boy.
Nike also use grouping perceptual organization to stimuli their target market perception. There are some
clip on this campaign about finding greatness. And every clip are completing the previous clip as they put
stronger message in each clip and end by Nike’s goal to changing their market perception.
The campaign itself shown some type of people as the triggers of stereotyping. Nike use Physical
appearance, as they use fat people at the beginning to resemble their target market. It also lead to first
impressions for the campaigns’ audience, so the campaign long lasting.
LEARNING
Learning is the process by which individuals acquire the purchase and consumption knowledge and
experience they apply to future, related behavior. With this campaign, Nike use classical conditioning
which stimuli their target market learning with repetition clip about greatness. This campaign also apply
stimulus generalization of amateur and professional athlete are both have the same greatness level to
achieve.
To make their target market process the information they throw, Nike also compare their brand with
other brand ‘Adidas’ which in that time of launch the campaign, Adidas is sponsoring 2012 London
Olympics. This makes the target market make direct comparison, while Adidas brand are made for
Olympic Professional Athlete, but Nike is made for everyone; not only for professional athlete.

ATTITUDE
Attitude is a learned predisposition to behave in a consistently favorable or unfavorable manner with
respect to a given object. Consumer are have different at attitude, that’s why marketing has to set certain
way to create favorable attitude of their target market. This campaign are use role of personality factor
to forms their target market attitude which is need cognition of greatness.
Using multi attribute model, this Nike campaign focus to build their target market attitude through their
ads. The attitude toward ad model successfully stated that Nike product are made for everyone. And this
lead to the attitude toward behavior model. Nike put the campaign with behavior of their target market.
Nike knows that not all people are an athlete, some of them are trying their best to achieve their goal.
People who try it, are the same people that Nike use on this campaign. Nike try their best to change their
previous consumer attitude with the new perspective while they also grow their market broad. To change
its market motivational function, Nike use the utilitarian approach that stated stems forms the belief that
their consumers’ attitudes reflect the utilities brand provide. Nike as a brand provide a belief that their
brand are made for everyone.

REFERENCE GROUP
Reference group is a collection of people that used as a standard of comparison for ourselves, regardless,
or whether we are part of that group. This campaign is using comparative reference groups. Nike compare
their market with Adidas market. Nike definitely has power to hire professional athlete as sport icon to
get high perceived credibility, but in this campaign Nike is more using endorsers (fat boy, amateur athlete,
etc) because it similar to their new target audiences and enhance higher persuasiveness of their message.
Even it risking their reputation by using incredible endorsers, Nike persuade their target market well by
giving impression of honesty and integrity.

THE FAMILY
This campaign is tend to targeting teenagers in bachelorhood life cycle because it easier to influence them
through friends and teammates. The word of mouth as a powerful marketing tool may significantly affect
the success of Nike. Friends and teammates are become a huge influence the customers that are relying
and trust mostly on the references from the close friends. While family also has influence on them too,
but not as effective as their friends recommendation.

CULTURE AND SUB CULTURE

The target market of this campaign are the people who related with a healthy lifestyle. People who just
start it, or even did it. Example, people who are going to the gym, they will need shoes for training, people
who joining runners community will need running shoes, etc. That are all part of ritual of healthy lifestyle
culture. And the subculture, generation Y and Z as the target now having tendency to use shoes as daily
wear. They will see that shoes is a need.