Download - Nike
Thomas ConfarNike Shoes
Basics
NikeNike tennis shoes
College student importance factors when tennis shoe shopping
Nike BackgroundFounded in 1964Mark Parker: President & CEOFounded by Philip KnightNet income in 2010: 1.907
billion dollars34,400 employees Headquarters: Washington
County OregonFirst shoes were track
running shoes
Student Background2011-2012 collegiate population
ages 18-to-34 numbers approximately 16 million
62% of college students are age 24 or under,22% of college students are under the age of 20
College students ages 18-to-34 spent $306 billion during the 2010-2011 academic year
Of that $306 billion, $69 billion was discretionary spending
Females buy more shoes than males
Student BackgroundSpend on average more
than 20 hours a week online77.6% of college students
use social networking sites18% of students who go online have a TwitterAround 85% of all college students have a Facebook account
College students stay connected
ObjectiveTo better understand what
factors college students take into consideration when buying tennis shoes. Figure out what is the
biggest factor for college students when it comes to picking out tennis shoes.
Cost?Comfort?Appearance/Style?
DesignWe will do an 8 minute mall
intercept interview.College students thrive on convenience, anything longer than 10 minutes might scare them away from taking the surveyThe mall is a good place because we will be able to approach most people based off of appearance.
I will ask which of the three elements are most important when deciding on what tennis shoe to buy.
CostComfortAppearance/Style
Non-probability Sample
Sample CriteriaWho to include:Male and FemalesAges 18-23People taking at least one college courseIncome 25K plus or 25k from their supportersCurrently owns at least one pair of tennis shoesHas worn tennis shoes at least once in the past 30 days
Sample CriteriaWho to exclude:
People that are not in collegePeople that don’t wear tennis shoesPeople that work or are in school to be in the apparel industryPeople that work or are in school to be in the clothing industry People that work or are in school to be in the shoe industryPeople that have ties to the market research industryPeople that haven’t bought tennis shoes in the past yearPeople (athletes/teams) sponsored by a specific brandPeople that have participated in market research in the past year
Sample CriteriaThe sample will be further
broken down into four sub groupsIn the past year:People who bought 1-2 pairs of tennis shoesPeople who have bought 3-4 pairs of tennis shoesPeople who have bought 5-6 pairs of tennis shoesPeople who have bought 7 or more pairs of tennis shoes
Areas of Investigation
A questionnaire will be given to make sure the perceived person is eligible for my survey
After the questionnaire screening their will be questions asking about the three options. (cost, comfort, or appearance/style)
Areas of Investigation
Questions in my study will address:
IncomeInterest in fashion and whyNeed for style and whyNeed for comfort and whyPairs of tennis shoes ownedImportance factors when tennis shoe shopping and whyFavored shoe brands and why
Areas of Investigation
My study will show me how income, age, interest in fashion, etc. effects which of the three options (cost, comfort, and appearance/style) my respondents find most important when tennis shoe shopping.
Survey
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AnalysisMy results will analyze the
data collected from my mall survey. Sex, age, market in which one lives, and usage are included in the data needed to be analyzed.The information gathered from
this survey will help Nike get a better feel for what a consumer finds most important when shopping for a pair of tennis shoes.