Factors Influencing Consumers' Purchase Decision Behavior for Nike Shoes in Bangkok and Metropolitan Areas

Abstract

This study aimed to examine the demographic characteristics and the factors influencing consumer purchasing behavior toward Nike footwear, with a specific focus on the marketing mix elements (Product, Price, Place, Promotion) affecting consumer decisions in Bangkok and its metropolitan areas. A questionnaire was employed as the research instrument to collect data from 400 respondents, selected through purposive sampling. Data were analyzed using both descriptive and inferential statistics. The findings revealed that key factors influencing purchasing behavior included the appearance and color of the footwear, accessibility to Nike Stores, and promotional discounts. Consumers were primarily influenced by modern design and made purchasing decisions independently. Regarding the marketing mix, the study found that (1) Product: consumers highly valued technological features and innovations such as Air Max and Zoom Air; (2) Price: Nike shoes were perceived as offering good value for money; (3) Place: convenience in accessing Nike retail locations played a crucial role; and (4) Promotion: price discounts and installment payment options significantly influenced purchasing decisions.

Recommendations from the study include developing products that align with consumer preferences, effectively communicating the brand’s unique selling propositions, expanding distribution channels for easier accessibility, and implementing targeted promotional campaigns. Future research is suggested to explore consumer behavior in other regions and in digital consumption contexts to further refine Nike's marketing strategies and enhance product development to better meet consumer needs.