Conclusion

In summary, price factor will be the major factor that affects customer in purchasing shoes. In monopolistic market, it’s hard to categorize whether it’s inelastic or elastic demand as some of the consumer would more concern about the price of shoes but some of them would not. 



Other than the price of shoes, there are some factors that also will affect the demand of shoes, for instant: preferences, quality, brand and availability of substitute products. Among four of these, preferences is the major factor of demand of shoes. 

Besides that, hobby or opinion of others could be the minor personal reason on affecting their purchasing decision. For example, a husband feels strongly negative on the shoes that his wife wanted to purchase. 









Recommendation: 

From this study, we will recommend that Nike should have more concentrate on customer benefits. It can create a privilege for the members for bonding the relationship between the customer and the company. It also can improve the customer services by conducting survey to more understanding the customer needs.