Finally is about the relationship about consumer behavior and marketing mix, Marketing has made significant progress in terms of segmentation, positioning and targeting of the product. In this progress is included the core aspect consumer behavior of Nike shoes. The study of such behavior is a necessity to the business about sport shoes, regarding this it is interesting the analysis of consumer behavior in purchasing technological products. There are several cases of companies is not only in the technical firm and leading market research in order to understand how they can maintain the loyalty of existing customers and new. A remarkable example of success is Nike. which with its taste refined products managed to have a positive feedback from consumers and is able to maintain a strong and lasting relationship. In creating a menu and an advertising campaign is essential to consider the