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Survey: Shoe Industry using Celebrities vs. Athletes

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This is a summary of a presentation report to identify the next celebrity who is influential enough for a shoe company to invest in. The initial report came in the form of an online survey to also examine whether a celebrity/athlete endorsement has any affect on a consumer purchasing decision.

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Survey: Shoe Industry using Celebrities vs. Athletes

  1. 1. INTERNET MARKETING RESEARCH: FINAL REPORT Wayne Lapasa / SMD 202 / Darrick Li / Seneca College / 04-08-17 Shoe Industry using Celebrities vs. Athletes
  2. 2. DEFINING THE PROBLEM • Identify the next celebrity who is influential enough for a shoe company to invest in • Examine whether a celebrity/athlete endorsement has any affect on a consumer purchasing decision Nike MAG (1985) Yeezy Red October (2014)Air Jordan 11 (1995)
  3. 3. RESEARCH DESIGN - SURVEY • 58 people participated (43 Male, 14 Female, 1 undeclared) • 15 total questions • 10 Qualitative questions / 5 Quantitative questions
  4. 4. FIELDING WhatsApp Facebook Twitter
  5. 5. DATA ANALYSIS
  6. 6. DATA ANALYSIS
  7. 7. DATA ANALYSIS
  8. 8. DATA ANALYSIS
  9. 9. DATA ANALYSIS
  10. 10. DATA ANALYSIS
  11. 11. DATA ANALYSIS
  12. 12. DATA ANALYSIS
  13. 13. 8 CELEBRITIES SELECTED
  14. 14. NEXT CELEBRITY SELECTED TO HAVE THEIR OWN SHOE #1 #2#3 Tie
  15. 15. TAKEAWAYS - Comfort is key - Nike is supreme - Instagram is most influential - It does not matter who endorses the shoe (58.6%)
  16. 16. THANK YOU

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