3. Hypothesis
● Developed using the following
factors:
○ High purchasing power of sampling
frame
○ Convenience
○ Brand Awareness
○ Popularity
● Based on these factors, we
predicted that Lululemon would
be the prevailing brand.
4. Procedure
Steps to Answering the Research Question
- Determined the criteria for best overall perception:
- Feeling
- Stretch
- Absorbency
- Found 20 participants within our sampling frame
- Tried on each brand blindfolded
- Picked favorite for each category
6. Limitations
Sampling
The sample frame in and of itself was fairly limited
Only females could be sampled
Predominantly females of the same build and physique
Consumer bias
Unlike food products, it’s not as simple to blindly test an article of clothing like workout
leggings
Removal of logos, labels, etc. can result in the product being less functional, resulting in
skewed results
7. Conclusion
Favorite Overall Rated Brand- LuluLemon
Lululemon embodies the lifestyle many women in our target audience do and or aspire to
have as their own.
High brand awareness & endorsements
2nd most expensive, considered an affordable luxury brand
Hypotheses Tested- Our Predictions Were Correct
The ratings were not based upon different groups, target sample was not highly diversified
Inconsistency between highest ranking brands due to lack of brand knowledge
We found consumers stay brand loyal to their go-to legging when knowing the brands they
Editor's Notes
(1)describe WHAT a Blind product test is
Often used as a tool for companies to compare their brand to another brand. Researchers use blind tests to obtain information about customers' perceptions and preferences on the goods
(2) describe our target market, and why we chose it
We targeted college millennials ages 18-22 because their purchasing power is of high value to athletic wear companies….We have noticed that over the past few years athletic wear has become more popular in the workplace; thus unfolding more questions like if it is because of the sleek look, or simply due to the fact that our generation is more physically active.
(3) briefly describe the top 5 athletic brands we chose
Research Question: Which Athletic Leggings have the best overall perception by college females?
-We wanted to know the preferred athletic legging of choice for each participant when comparing the overall feeling, stretch, and absorbency of the material for each pair of leggings.
(2) Sampling Frame: Once we chose 20 females at UGA who fit the criteria of our research, we were then able to begin gathering data.
-Fortunately between all of the female members of our research group, we each owned one of these brands that we could contribute to the study
-There were 5 different brands of leggings, Nike, Under Armor, Lululemon, Split59, and Athleta,.
As noted earlier, we conducted a blind product test asking participants which leggings had the best feeling of material, the most stretch, as well as which pair had the best absorbency. We found that a majority of our consumers thought Lululemon had the best feeling material.
Nike and Lululemon tied in terms of the stretch of the material, both at 29.4%. The other brands were not far behind.
Lastly, the Nike leggings won by an overwhelming amount when asked which pair had the best absorbency.
