Raincoat Survey Analysis

Peter WallaceUniversity of WashingtonUQ Marketing West Region

Introduction

104 University of Washington Students were surveyed at various locations on campus from 2/13/12 to 2/24/12 with the purpose of obtaining market research on the behavior of participants and the effect of marketing on purchasing a raincoat

What Is Your Year In School?

Freshman Sophomore Junior Senior Other05

101520253035404550

X-axis: Grade in SchoolY-axis: # Students

What Is Your Major?

Business

Undecided

Communications/J

ournali

sm

Biology

Engineerin

g * *****

05

1015202530

X-axis: MajorY-axis: # of Students

* = Chemistry, Sociology, History, Environmental Science, Math, International Studies, Economics, Engineering

** = Political Science, Psychology, English

*** = Law, Physics, Music, Architecture, Construction Management

Where Do You Live?

On Campus (56%)Off Campus (44%)

Do You Own A Raincoat?

Yes (96%)No (4%)

What Brand Of Raincoat Do You Own?

North Fa

ce

Columbia

Marm

ot

Patago

nia REI

Eddie Bauer

Nike *0

10

20

30

40

50

60

X-axis: Brand of RaincoatY-axis: # of Students

Mountain HardwareHelly HansenGore-Tex Hi TecObey

Where Did You Get Your Raincoat?

Purchased in store (61%)Received as gift (19%)Purchased online (11%)Other (9%)

Rank Of Importance When Purchasing A Raincoat

1) Style, Effectiveness at Repelling Rain (tie)2) Durability3) Price, Comfort (tie)4) Convince of purchasing location: store/online

Rank Of Importance Regarding Importance Of Advertising On Purchasing Decision

1) Recommendation from a friend2) Seeing others wearing the brand3) Social media4) TV ads, Magazine (tie)5) Other: do research

How Would You Go About Purchasing A Raincoat In The Future?

1) Ask for recommendation from a friend2) Go with the same brand I owned before3) Shop online4) Other: go to the store and browse5) Ask friends via social media

Are You Satisfied With Your Current Raincoat?

Sales

Yes (95%)No (5%)