Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CUSTOMER PREFERENCE TOWARDS NIKE PRODUCTS WITH SPECIAL REFERENCE IN MADURAI CITY

DINESH U, VIJAYAKUMAR K, N.SOWMIYA

Abstract

Consumer preference in relation to Nike shoes is investigated in this abstract. Nike was created in 1964 by Bill Bowerman, a nationally known University of Oregon track coach, and Phil Knight, a former track athlete. Specifically, the elements that influence purchase choices are investigated, including brand loyalty, perceived quality, and marketing methods.Specifically, the research investigates how consumers' decisions are influenced by cultural trends, celebrity endorsements, and social media In the market for athletic footwear, the results add to a more in-depth knowledge of the variables that drive consumer decisions about footwear. The convenience sampling design is used and a sample of 50 respondents was selected. As large proportion of youth prefer branded products, must be taken to satisfy their needs so that they stick on a specific brand. In present scenario competition is high and consumers may prefer some other product if the brand fails to satisfy their needs. The analysis of customer preferences towards Nike products reveals a profound appreciation for the brand's performance, style, and eco-friendly initiatives. By prioritizing customer needs, embracing technological advancements, and promoting sustainability, Nike has established itself as a leader in the sportswear industry.

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