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.