DOI: 10.36347/sjebm.2021.v08i06.003

Pages: 167-174

An individual self-concept is framed on the lifespan facing different situations and scenarios being in different surroundings. This is the idea about who I am, with respect to individual's physicality, emotional behavior, social connectivity, the spiritual understanding or any other aspect that shapes the person as an entity. Individual personalities and self-concept are not similar but they vary which creates them unique individuals. Specific research problem observed that the exploration for capabilities of Kurdish shopper’s for their self-concept for shopping NIKE brand products. Further research questions prepared, does Kurdish shopper understand their self-concept, does self-concept matters for NIKE shoppers, and why self-concept is important in shopping process? Study is centered to reach research objectives as to explore self-concept dimension of Kurdish shopper’s, to understand the importance of self-concept dimension of Kurdish shopper’s, and to assess the NIKE brand shopper’s self-concept. The current study is using quantitative method, so a survey research is conducted using a well-structured survey questionnaire Data collection conducted by two approaches, one the printout administered to respondents standing in front of Nike stores and shops in Kurdistan. Statistical test with understanding of medium effect and alpha value of 0.01 based on the explanation of power statistics theory. So based on this explained criteria the adequate sample size chosen is 108 for Kurdistan. Research is concluded finally that Kurdish shoppers are very much active and concerned for the self-concept when they go for shopping of NIKE brand products.