Market Research & Survey data on Nike Shoes and College Students.

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

8. Non-probability Sample

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.