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Nike
- 1. Thomas Confar Nike Shoes
- 2. Basics Nike Nike tennis shoes College student importance factors when tennis shoe shopping
- 3. Nike Background Founded in 1964 Mark Parker: President & CEO Founded by Philip Knight Net income in 2010: 1.907 billion dollars 34,400 employees Headquarters: Washington County Oregon First shoes were track running shoes
- 4. Student Background 2011-2012 collegiate population ages 18-to-34 numbers approximately 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-34 spent $306 billion during the 2010- 2011 academic year Of that $306 billion, $69 billion was discretionary spending Females buy more shoes than males
- 5. Student Background Spend on average more than 20 hours a week online 77.6% of college students use social networking sites 18% of students who go online have a Twitter Around 85% of all college students have a Facebook account College students stay connected
- 6. Objective To better understand what factors college students take into consideration when buying tennis shoes. Figure out what is the biggest factor for college students when it comes to picking out tennis shoes. Cost? Comfort? Appearance/Style?
- 7. Design We will do an 8 minute mall intercept interview. 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 elements are most important when deciding on what tennis shoe to buy. Cost Comfort Appearance/Style
- 9. Sample Criteria Who to include: Male and Females Ages 18-23 People taking at least one college course Income 25K plus or 25k from their supporters Currently owns at least one pair of tennis shoes Has worn tennis shoes at least once in the past 30 days
- 10. Sample Criteria Who 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
- 11. Sample Criteria The sample will be further broken 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
- 12. Areas of Investigation A questionnaire will be given to make sure the perceived person is eligible for my survey After the questionnaire screening their will be questions asking about the three options. (cost, comfort, or appearance/style)
- 13. Areas of Investigation Questions in my study will address: 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
- 14. Areas of Investigation My study will show me how income, age, interest in fashion, etc. effects which of the three options (cost, comfort, and appearance/style) my respondents find most important when tennis shoe shopping.
- 15. Survey
- 21. Banner
- 22. Analysis My results will analyze the data collected from my mall survey. Sex, age, market in which one lives, and usage are included in the data needed to be analyzed. The information gathered from this survey will help Nike get a better feel for what a consumer finds most important when shopping for a pair of tennis shoes.