Consumer Decision Making

Nike sells to one hundred and sixty countries worldwide. Each country has different cultures and different values that come with it. Nike has adjusted to these conditions and now sells products in varying sports such as tennis, lacrosse, cricket, ice hockey, track and field, handball, and rugby among many others. Considering soccer or futbol is the most popular sport around the world, Nike has focused their efforts in improving their sales in this category. Nike currently sponsors some of the most infamous soccer clubs in the world including Manchester United, Barcelona, or the Brazilian national team. These sponsorships serve as reference groups for consumers and to build a global awareness of the Nike products.