1. Peter Wallace
University of Washington
UQ Marketing
West Region

2.  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

3. What Is Your Year In School?
X-axis: Grade in School
Y-axis: # Students
50
40
30
20
10
0
Freshman Sophomore Junior Senior Other

4. What Is Your Major?
X-axis: Major
Y-axis: # of Students
30
20
10
0
* = Chemistry, Sociology, History, Environmental Science,
Math, International Studies, Economics, Engineering
** = Political Science, Psychology, English
*** = Law, Physics, Music, Architecture, Construction Management

5. Where Do You Live?
On Campus (56%)
Off Campus (44%)

6. Do You Own A Raincoat?
Yes (96%)
No (4%)

7. What Brand Of Raincoat Do You Own?
X-axis: Brand of Raincoat
Y-axis: # of Students
60
50
40
30
20
10
0
Mountain Hardware
Helly Hansen
Gore-Tex
Hi Tec
Obey

8. Where Did You Get Your Raincoat?
Purchased in store (61%)
Received as gift (19%)
Purchased online (11%)
Other (9%)

9. Rank Of Importance
When Purchasing A Raincoat
1) Style, Effectiveness at Repelling Rain (tie)
2) Durability
3) Price, Comfort (tie)
4) Convince of purchasing location: store/online

10. Rank Of Importance Regarding
Importance Of Advertising On
Purchasing Decision
1) Recommendation from a friend
2) Seeing others wearing the brand
3) Social media
4) TV ads, Magazine (tie)
5) Other: do research

11. How Would You Go About Purchasing
A Raincoat In The Future?
1) Ask for recommendation from a friend
2) Go with the same brand I owned before
3) Shop online
4) Other: go to the store and browse
5) Ask friends via social media

12. Are You Satisfied With
Your Current Raincoat?
Sales
Yes (95%)
No (5%)