Nike is a multinational American sportswear and footwear retail chain company. Phil Knight and Bill Bowerman founded the athletic wear company in 1964. The sportswear brand has established a network of approximately over 1045 stores in various countries across the globe. Today, we’ll discuss the consumer analysis of Nike customer analysis; the existing customer market, most valuable customers, their needs and preferences; segmentation of customers, buyer persona, customer reviews, and customer journey and lifecycle.
Consumer Analysis of Nike
Let’s discuss the main elements of consumer analysis of Nike customer analysis are as follows;
Existing Customers of Nike
Nike has a very large network of sports users and visitors in various countries across the globe. According to an estimate, the sportswear brand has monthly average visitors of approximately 117 million on its web platform from all over the world. They spend approximately 3 minutes on the company’s web platform. However, Nike ranks at the 4th position in the lifestyle, apparel, fashion, and sportswear category.
Most Valuable Customers of Nike
Nike has a very large customer market reach and they’re from various countries across the globe. Some of the top visitors of Nike from the following countries;
- USA 35.72%
- Korea 6.98%
- UK 5.36%
- France 3.98%
- Japan 3.86%
- Others 44.11%
The USA is the leading customer market of Nike with the highest customer market share and highest revenue-generating market of Nike. We can say that the most valuable customers of Nike are in the US market because they’re generating the top sales for the company, have the highest brand recall rate, and highest customer market share.
Customer Needs and Preferences of Nike
The needs, demands, and preferences of the sportswear brand Nike are variable due to various socio-cultural and geographical factors. Usually, the needs and demands of the athletic wear brand are flexible clothing and apparel, comfortable shoes, sportswear tools, equipment, and accessories.
Nike pays a lot of heed to the customer market needs, demands, and preferences by conducting thorough market research. It allows them to become familiar with the changing customer market trends and keep updating and improving their sports and athletic wear products and goods relevant to their preferences.
Segmentation of Customers of Nike
Nike has segmented its customers market based on various demographic indicators. For instance, Nike’s targeted customers are both men and women, with a market share of 56% men and 44% women. They belong to various age groups with their respective market share as follows;
- 18 to 24 years old: 19%
- 25 to 34 years old: 38.98%
- 35 to 44 years old: 20.96%
- 45 to 54 years old: 15%
- 55 to 64 years old: 9%
The needs and demands of every segment of customer market demographic are different and Nike runs various types of marketing and promotional campaigns to satisfy their needs and demands.
Buyer Persona of Nike
The target audience demographic details of Nike in marketing campaigns are as follows;
- Age: 18 to 65 years old
- Gender: men and women
- Income: higher and financially well-off
- Social Status: higher and brand-conscious
- Interest: sportswear, athletic, health and fitness activities
- Education: lower to higher, but they’re well aware
The demographic details of Nike show that the target audience of Nike is both men and women from various age groups. They belong to various age groups and they have a great interest in sportswear products and accessories. However, they want to express themselves creatively by wearing athletic products and engaging in health and fitness activities.
Customer Reviews and Feedback of Nike
The customer reviews, star ratings, and feedback of Nike on various platforms are as follows;
- Trustpilot: 1.7star ratings out of 9474 reviews
- Reviews.io: 3.4star ratings out of 496 reviews
- ConsumerAffairs: 1.5 star ratings out of 572reviews
- Sitejabbers: 1.9-star ratings out of 472reviews
- Thingtesting: 4.2-star ratings out of 36reviews
- Mouthshut: 4.1star ratings out of 12769reviews
The customer reviews, feedback, and star rating analysis of Nike shows that the sportswear brand has a mixture of both good and bad reviews. Happy and satisfied customers are sharing top-star ratings and positive reviews. On the other hand, the dissatisfied customers are sharing the negative reviews and lower star ratings.
Customer Journey and Lifecycle of Nike
The customer journey and lifecycle of Nike starts with running various types of marketing and advertisement campaigns to spread brand awareness. The company’s latest sportswear products and goods; if they connect with the customers they would buy it. Otherwise, they move on to the next sportswear brand.
Conclusion: Nike Consumer Analysis | Customer Analysis of Nike |Nike Customer Analysis
After an in-depth study of the consumer analysis of Nike; we have realized that Nike is the world’s leading sportswear brand. If you are learning about the customer analysis of Nike; then you should keep in mind the abovementioned existing customer market, most valuable customers, their needs and preferences; segmentation of customers, buyer persona, customer reviews, and customer journey and lifecycle.
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