Consumer Behaviour and Marketing Physiology MBA404 Jessica Zapata Fernández Student ID. 126565 Survey Sample And Analysis Presented to Anastasia Yeark In order to elaborate this research regarding the sport wear brand NIKE, we took into consideration statistic gathered amongst international students who work at a fast-food chain restaurant called Guzman and Gomez, located in Springfield, QLD. The brand Nike invests tremendous amount of money into its research projects, to ensure it is always on top of the game when it comes to sport wear in general. Nike's mission "to bring inspiration and innovation to every athlete" in the world. *if you have a body you are an athlete" (Nike 2017). The Brand is well known worldwide and can budget for professionals all the way down to the "every day athlete". It is praised for its comfortable and modern designs. This research has in its main objective as to unfold the inner preferences, behaviour and budget of Nike's products consumers. For this reason, an indirect questionnaire was organised to reflect the results achieved amongst the international students. A number of questions were answered and analysed (closed, likert scale, multiple choice question and formely closed, now open-ended), making it possible for this information to be available. To provide you with the final results, a descriptive investigation was used, as this was an online survey. Having on its main objective to conclude which were the reasons leading the particular target market into behaving and acting in a specific manner regarding the brand and its respective products. (Fluid surveys Team 2014) With the information provided through the survey we were able to determine which gender is mostly affected by the brand and consumes majority of their product, and also the age of said target market. This research considered the opinion of 15 people (Refer to appendix 1), of which 67% being female and the remaining 33% male (Refer to appendix 2). We were also able to identify the age ranging of users of the particular shoes brand being from 18 to 24 years old. These were substantially important statements which provided us with a much better understanding of the market's preferences when acquiring Nike's products The survey conducted also provided information on demographic data, such as age, which ranged from 18 to 45 years old. (Refer to appendix 7) There are approximately 800 workers currently employed by Guzman y Gomez. 70% of those being international students Nowadays the trend is that consumers use lighter yet resistant shoes, thus making such products quite expensive. We were able to observe that more than half of the subjects of this survey (67%) tends to spend around $101 to $300 dollars when purchasing a pair of shoes (Refer to appendix 5). Also 53% of all subjects claimed to go through a pair of shoes every trimester (Refer to appendix 6). We can also observe that on the multiple choice question "what do you use NIKE shoes for?" Majority of subjects (60%) claimed to use the brand for day-to-day activities against popular belief only 13% claimed to use the brand for sport's related activities (Refer to appendix 8). This proved the brand's power as a top choice for when it comes to other reasons to wear NIKE, perhaps comfort or fashion being the answer. With this we can conclude that the purchasing power of international students improves if they have a stable job, which makes them want to acquire quality products in their clothes, where people's feet fit more comfortably and above all offers health benefits. This is especially due to the type of work they do that for the most part they should remain at least four hours standing and sometimes a little more. On the other hand, it could be identified with 93%. That people buy sports shoes according to their brand, this is because they have better references and opinions about them, either because they are used by high-performance athletes, public figures or people like them who have already tried them and they have only recommended them. (Refer to appendix 8) When questioned to qualify which is the most important aspect considering when purchasing sport's shoes (1 being the most important and 3 the least important), options being Brand, Design and Weight - the results proved rather surprising with 40% for each option Brand and Design, leaving Weight lightweight shoes as less important to respondents (Refer to appendix 3) These data were easy to measure, but at the same time surprising, especially for the appearance of the design and weight, since this second is supposed to represent comfort and this was a point to emphasize in the analysis of the following question. Why do you buy Nike shoes? This question where all the options applicable to each person were selected. It showed that quality and comfort were the most relevant points for each consumer, 27% and 25% respectively. Among the less relevant when it comes to buying is social status and needs with 2% and 8% respectively (Refer to appendix 4). At this section comparing the results of the questions "According to relevance organize these alternatives when you buy sports shoes, being 1 most important and 3 the less important" and "Why do you buy Nike shoes?" It can be evidenced that there are contradictory aspects in the findings, which can be taken as a small margin of error very common in this type of research. These errors often go through many reasons: ⦁ One of them could be the lack of interest in answering a survey, ⦁ Another reason might be that when people read the questions they do not understand well and create confusion. Although this type of results can be very significant when drawing conclusions, it is not always affected as there are more questions that can support these claims. Finally, the last two questions of the questionnaire will be analysed. The first is a formerly closed, with open-end type of question. This type of questions people usually answer only a part of it, for example: Does your lifestyle as an overseas student have an impact when making a purchase decision? Tell us why? among 15 people surveyed, only nine answered the reason for their answers. With this question you can conclude that it does indeed generate an impact but in this case negative when it comes to buying sports shoes. Since many of them talked about how can it affect their budgets even though they can legally work 20 hours weekly. That is why when they decide to make the decision to buy a Nike sports shoes, it is because they can do it, it is also the time to do so and they are not affected when they make the purchase. On the other hand, only a couple of responses saw the purchase as something of quality and benefit for the welfare of them, so making the purchase decision does not affect them but benefits them. In the last question to analyze, where we want to know if consumers are always satisfied with the purchase of Nike shoes, we found out that 100% of them are satisfied. Also we can see that it does not matter if they go out of the budget when acquiring those shoes as they will always be satisfied with the new acquisition. Conclusion ⦁ The behaviour of young adults goes beyond of just showing off a beautiful design or buying according to the brand. The quality of Nike products has been the most important aspect for these people, especially women. As mentioned above they represent the majority in this research. ⦁ Knowing the target audience of this survey, it is known that there are aspects such as standing, which lead these people to buy comfortable shoes with good supports to avoid health problems later. As well as they use them for day to day of their lives, as many of them walk long distances to take transportation or alternate reach their final destination. ⦁ The frequency with which the respondents buy new sports shoes is quarterly approximately and this is due to the type of activity to which they dedicate themselves. As Nike implements new technology and innovates in its processes, it makes them have a long service life. What differentiates it from its competitors. Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5 Appendix 6 Appendix 7 Appendix 8 Appendix 9 Appendix 10 References FluidSurveys Team, 2014. Fluid Survey University. 17 May 2017, Available at Nike, 2017. Nike. 12 May 2017, Available at