Psychological and Behavior Analysis of Consumers Under Hunger Marketing: A Case Study of NIKE Company

Citation

Hao, Qiang. (2019). Psychological and behavior analysis of consumers under hunger marketing: A case study of NIKE Company. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

In the face of the increasingly fierce competition in the market, major businesses have begun to discover a breakthrough in a competitive advantage to obtain higher profits and higher market share. “Hunger Marketing” is a psychological strategy that appeals to consumers’ emotions and comes as an unconventional novel marketing method. This novel marketing strategy has received attention and has become a concern for some. With the rise of trend culture, sports brands have merged trend and sports, and NIKE has taken advantage of this trend and has risen to the top. Using hunger marketing, NIKE continues to acquire new consumers, and rouse attention to be a leader of the industry. The primary purpose of this research was to study why consumers were willing to purchase high-quality products under “hunger marketing.” The research findings of this study should provide useful insight for formulating future marketing strategies. This study used a quantitative research method and distributed a questionnaire survey based on consumers and how hunger marketing affects consumers’ psychology and behavior and offers relevant conclusions. The data were combined with the results of empirical research and the impact coefficient of each influencing factor on consumers’ buying behavior.

A sample of 195 participants, questioned on the factors that influence their buying behaviors, were from the education and business industry.  The sample data collected was from 61 students, and 18 teachers from Shanghai University, China and Siam University, Thailand, 63 employees from 10 separate businesses from China and Thailand, and social personnel were chosen randomly to take the survey.  This variety helped to provide accuracy and a range of backgrounds to respond to NIKE’s hunger marketing strategy and the psychological and behavior of consumers and the factors that influence them.  Some of the data showed that: 1) Consumers focused on NIKE’s hunger marketing strategy, 60%; 2) Consumers that purchased products that they viewed through hunger marketing, 59%; 3) Consumers which believed that the hunger marketed product would differentiate them from others, 33%.  The study found that more males than females prefer hunger marketed products, students have more knowledge and focus on hunger marketed products where teachers pay less attention to those products, and how gender, age, nationality, and occupation influenced consumers.

In conclusion, Nike’s hunger marketed products showed to have a significant impact on consumer psychology, the degree of influence was distributed normally, and external marketing model factors affect consumer psychology.  The research findings thus far have made essential contributions to deepen understanding of hunger marketing strategies, and it was suggested by this article to encourage further studies and analysis to understand the differences and impact on consumer behavior fully.

Keywords: Hunger Marketing Strategy, NIKE, psychological behavior, consumer psychology, competitive advantage.

Psychological and Behavior Analysis of Consumers Under Hunger Marketing，A Case Study of NIKE Company

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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