Blog #2: The Many Attitudes of Nike Consumers

Consumers choose to purchase products from Nike for many reasons, such as style, feel, and versatility. Nike is by no means a monopoly and has many viable competitors in its industry (notably Under Armour and Adidas). So how does Nike sustain its consumer base? I believe it has to do with the underlying attitudes of Nike's consumers. Attitudes motivate certain consumer behaviors and can be the determining factor between whether or not a product is purchased.

Attitude #1: Utilitarian Function

The utilitarian function of attitudes shows that consumers buy certain products "because they deliver a certain benefit" (Babin 123). In the case of Nike, their consumers may have the attitude that they want to fit in. Nike is often seen as a very popular and "cool" brand to own. Using Nike as a way to boost one's status is a benefit to the consumer driven directly by purchasing certain products.

 Attitude #2: Knowledge Function

The knowledge function of attitudes "allows consumers to simplify decision-making processes" (Babin 123). After a prior purchase, a Nike consumer may develop the attitude that their products are the most comfortable on the market. This makes subsequent purchases much simpler. The consumer may become aware of the style of shoe they prefer, which pair of shorts is most comfortable, or the type of material they prefer for t-shirts. Through firsthand use of the products, the consumer develops an attitude based on prior experiences with the product. 

Attitude #3: Value-Expressive Function

The value-expressive function of attitudes "enables consumers to express their core values, self-concept, and beliefs to others" (Babin 123). This function can best be seen through consumers who buy and wear the yellow "Livestrong" bracelet developed by Nike. This bracelet was developed as a fundraising item for those affected by cancer. By wearing the bracelet, the consumer is expressing any number of personal beliefs, whether it is to inspire those fighting cancer or simply to fight through the challenges presented in life each and every day.

Attitude #4: Ego-Defensive Function

The ego-defensive function of attitude acts as a defense or protection mechanism for consumers. For example, some consumers who want to enhance their image of being active may wear Nike apparel to boost their self-esteem and protect their ego.

Clearly, a number of different attitudes affect the purchases made by Nike consumers. By tailoring products to these different attitudes, Nike can continue to retain its customers and remain a step ahead of its competitors.