2.3. Behavioural
Customers of NIKEiD are the professional or amateur athletes. Moreover, they are men, women or kids that are enjoying long walks, and for that, they need comfortable shoes. However, they are not price sensitive, which allows the company to price its products higher than the competition does. Also, they are usually returning customers that are highly loyal to the brand, because of the past experience, reputation that Nike shoes enjoy in the public and marketing activities Nike is engaged in. Whether they are running, playing football, basketball or some other sport, or walk through the park, they are choosing Nike for the comfort, value, but also the status they are enjoying