BasicsNikeNike tennis shoes College student importance factors when tennis shoe shopping
Nike Background Founded in 1964 Mark Parker: President & CEO Founded by Philip Knight Net income in 2010: 1.907billion dollars 34,400 employees Headquarters: WashingtonCounty Oregon First shoes were track runningshoes
Student Background 2011-2012 collegiate populationages 18-to-34 numbersapproximately 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-34spent $306 billion during the 2010-2011 academic year Of that $306 billion, $69 billion was discretionary spending Females buy more shoes than males
Student Background Spend on average more than20 hours a week online 77.6% of college studentsuse social networking sites 18% of students who go online have a Twitter Around 85% of all college students have a Facebook account College students stayconnected
Objective To better understand whatfactors college students take intoconsideration when buying tennisshoes. Figure out what is the biggestfactor for college students whenit comes to picking out tennisshoes. Cost? Comfort? Appearance/Style?
Design We will do an 8 minute mall interceptinterview. College students thrive on convenience, anything longer than 10 minutes might scare them away from taking the survey The 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 elementsare most important when deciding onwhat tennis shoe to buy. Cost Comfort Appearance/Style
Sample CriteriaWho to include:Male and FemalesAges 18-23People taking at least onecollege courseIncome 25K plus or 25k fromtheir supportersCurrently owns at least one pairof tennis shoesHas worn tennis shoes at leastonce in the past 30 days
Sample CriteriaWho to exclude: People that are not in college People that don’t wear tennis shoes People that work or are in school to be in the apparel industry People that work or are in school to be in the clothing industry People that work or are in school to be in the shoe industry People that have ties to the market research industry People that haven’t bought tennis shoes in the past year People (athletes/teams) sponsored by a specific brand People that have participated in market research in the past year
Sample Criteria The sample will be furtherbroken down into four sub groups In the past year: People who bought 1-2 pairs of tennis shoes People who have bought 3-4 pairs of tennis shoes People who have bought 5-6 pairs of tennis shoes People who have bought 7 or more pairs of tennis shoes
Areas of Investigation A questionnaire will be givento make sure the perceivedperson is eligible for my survey After the questionnairescreening their will bequestions asking about thethree options. (cost, comfort, orappearance/style)
Areas of Investigation Questions in my study willaddress: Income Interest in fashion and why Need for style and why Need for comfort and why Pairs of tennis shoes owned Importance factors when tennis shoe shopping and why Favored shoe brands and why
Areas of Investigation My study will show me howincome, age, interest infashion, etc. effects which ofthe three options (cost,comfort, and appearance/style)my respondents find mostimportant when tennis shoeshopping.
Analysis My results will analyze the datacollected from my mall survey.Sex, age, market in which onelives, and usage are included inthe data needed to be analyzed. The information gathered fromthis survey will help Nike get abetter feel for what a consumerfinds most important whenshopping for a pair of tennisshoes.