terrell johnson jasmine ransom tia smith jasymne chambers natalie ristich
secondary research
secondary research
consumer profile
adidas Performance is a company that designs and manufactures sports clothing and accessories based in Germany. It is the holding company for the Adidas Group.Adidas also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods.Adidas is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world.
18 – 35; ! Primary:
! Psychographics
Athletic,upper,middle and !lower class level
! Needs
! Style, fashionable, current trends
! Demands
! Affordability
primary research background QUESTIONS:
annual revenue ! $19.6 BILLION
! ! ! ! !
ompetitor usage? C Expectations? Perception? Improvements Awareness?
primary research methodology Following are preliminary observations following the Adidas basketball sneaker qualitative research conducted on April 16, 2013 at the Columbia College library. The participants were male and female athletes (basketball players) between the ages of 19-27. These findings are based on moderators’ recall and minimal note taking (during the course of the session). As such, this summary is limited to observations that we do not expect to change during final analysis.
primary research methodology Following our preliminary observations, our adidas athletic sneaker qualitative research findings were applicable: ! A thletes, active individuals ! Basketball players ! Informed sneaker purchasers
Athletic Sneaker Usage and Competitive Usage ! Across user segments, Nike sneakers were considered a favorite
! Frequent mentions of adidas, Nike, Jordan Puma,and etc.
! Across all segments, respondents reported shopping for new sneakers at least once every 3 months ! Factors impacting purchasing s n e a ke r s i n c l u d e d c o m fo r t , durability, color and style
primary research methodology Current Image
! In general, the perception of Adidas was a “go to” sneaker for causal wear instead of wearing the sneaker for basketball
! M a j o r i t y o f t h e respondents viewed Adidas sneaker s’ as a fashion sneaker and didn’t relate the brand as a athletic sneaker
! When shopping at the Adidas store for basketball sneakers respondents viewed their shopping experience as mediocre and found the sales associates were more knowledgeable about style rather than fit and performance.
Suggestions for improvements
! Offer a variety of styles and colors for basketball sneakers
! Produce a sneaker with frequent changes in style
! Increase advertising for the brand and point-of-sale displays ! Increase brand awareness in the U.S.
awareness
! Overall, there were limited awareness of the advertising, promotion, or other communication by adidas. In addition, there is limited association with the brand and sports.
qualitative findings
qualitative findings During our research we asked selected consumers questions on sneaker p u r c h a s e s i nvo l v i n g background, specifics, point-of-purchase, conclusions. !  
!  W e g a t h e r e d t h e following information from focus groups, surveys, screeners, detailed findings online.
qualitative findings ! BACKGROUND INFORMATION QUESTIONS: 1. WHAT ATHLETIC SNEAKERS DO YOU OWN? 2. WHY THOSE OWN THE BRANDS OF SNEAKERS? 3. WHAT FEATURES ABOUT THE SNEAKERS DO YOU LIKE? 4. HOW OFTEN DO YOU BUY SNEAKERS? 5. WHAT MADE YOU PURCHASE THOSE SNEAKERS?
qualitative findings ! BACKGROUND INFORMATION: RESPONSE 1. WHAT ATHLETIC SNEAKERS DO YOU OWN? AND WHY? 2. WHY DO YOU OWN THE BRANDS OF SNEAKERS? 3. WHAT FEATURES ABOUT THE SNEAKERS DO YOU LIKE? 4. HOW OFTEN DO YOU BUY SNEAKERS? 5. WHAT MADE YOU PURCHASE THOSE SNEAKERS?
Leslie – 18 1. Nike, Adidas 2. I like Nike because all my teammates wear it and feel left out if I don’t have them on; I own Adidas when I dress down and put on sneakers for practice not a game. More of a casual shoes. 3. Nike – The colors, comfy, recommended by my coach; Adidas – stylish, not a heavy shoe, colors, goes with my streetwear attire. 4. I buy sneakers twice every six months. 5. I bought Nike and adidas because they’re the most popular amongst my friends.
Justine – 24 1. Adidas – Derrick Rose sneaker, I aspire to play like him. I also bought the sneaker with Nike, it’s very light on my feet. I still wear Nike cause it’s the #1 sneaker. 2. Top selling sneakers. Nike new releases are very frequent. Adidas rebranding is so much better and much more comfortable. I wear both. 3. I like the nice bright colors they come out with. It’s more edgy, they make basketball shoes more fashionable. 4. I buy sneakers every two – three every six month. 5. Some of my friends bought these sneakers and or if I see a celebrity endorser endorsing a shoe I feel like they have to be a good sneaker. When ever I need a sneaker I’d go and look just to think about it.
Rich – 25 1. I own Jordan, Adidas, Nike. 2. I own Jordan, Adidas, and Nike because of the style appeal they have. You not only wear them with athletic gear you pair it everyday style like going anywhere. 3. Materials and design aesthetic is always key to purchasing a shoe. Color is always a problem as well. 4. Twice every month 5. Some of my favorite musicians inspire my style.
qualitative findings ! SPECIFICS
1. COMFORTABILITY LEVEL IN A SNEAKER? WHAT DO YOU LOOK FOR? 2. HOW IMPORTANT ARE THE AESTETHICS OF THE SNEAKER? 3. COLORWAYS? 4. EXPECTATIONS OF WEAR OF A SHOE? 5. WEIGHT OF A SHOE? IS IT IMPORTANT? 6. WILLING TO SPEND ON SNEAKERS?
qualitative findings ! SPECIFICS: RESPONSE 1. COMFORTABILITY LEVEL IN A SNEAKER? WHAT DO YOU LOOK FOR? 2. HOW IMPORTANT ARE THE AESTETHICS OF THE SNEAKER? 3. COLORWAYS? 4. EXPECTATIONS OF WEAR OF A SHOE? 5. WEIGHT OF A SHOE? IS IT IMPORTANT? 6. WILLING TO SPEND ON SNEAKERS?
Sean – 22 1. I need a sneaker that’s elevated but will be snug on my feet; I look for cushion along the sides of my feet as well. 2. Design of the shoe needs to be simple but use high quality materials. Not something too busy but stands out in the crowd. 3. Color palettes in the Jordan lineup is always classic colors; Something that makes sense for the particular season’s shoe release date. 4. I’m a sneaker collector, I expect my shoes to last as long as I want them which could be a total up to 4 years or more. 5. Weight of the shoes is kind of important but I do want something to be sturdy. The more it weight the better I feel about the wear of the sneaker. 6. Price doesn’t play a factor if I really want the sneaker but the most I think I’d play for a quality athletic sneaker would be a max of about $200
David – 25 1. High comfort. Cushioned soles is a must for working out for me. I prefer elevated soles. 2. The aesthetics of the sneaker is pretty important. It’s the first thing you’re viewing when it comes to the deciding factor. 3. Not too important. 4. At least six months. 5. The lighter and flexible the shoe, the better. 6. $150
Ashley – 24 1. I look for something that is lightweight, comfort, and stability. 2. Very important. I want shoes that are really cute, that I get a lot of compliments on. 3. I love vibrant, bright colors; colors that grab your attention. 4. At least a year. 5. Lightweight and flexibility is important because it will effect your performance during activity of any kind 6. $100
qualitative findings ! POINT-OF-PURCHASE INFORMATION 1. WHERE DO YOU PURCHASE ATHLETIC SNEAKERS? 2. WHY DO YOU PURCHASE FROM THAT PLACE? 3. HOW DOES ADVERTISING AFFECT YOUR PURCHASE RATE? 4. HOW DOES ATHLETE ENDORSERS AFFECT YOUR PURCHASE? 5. DOES YOUR LEVEL OF SNEAKER KNOWLEDGE AFFECT WHERE YOU SHOP? 6. SHOPPING FOR SNEAKERS? WHAT DO YOU EXPECT FROM YOUR EXPERIENCE?
qualitative findings ! POINT-OF-PURCHASE: RESPONSE 1. WHERE DO YOU PURCHASE ATHLETIC SNEAKERS? 2. WHY DO YOU PURCHASE FROM THAT PLACE? 3. HOW DOES ADVERTISING AFFECT YOUR PURCHASE RATE? 4. HOW DOES ATHLETE ENDORSERS AFFECT YOUR PURCHASE? 5. DOES YOUR LEVEL OF SNEAKER KNOWLEDGE AFFECT WHERE YOU SHOP? 6. SHOPPING FOR SNEAKERS? WHAT DO YOU EXPECT FROM YOUR EXPERIENCE?
Justine – 24 1. Niketown, Sports Authority & Foot Locker. 2. I feel like the sales staff is very knowledgeable about sneakers and give good customer service. 3. It affects my purchasing because I normally go out and buy a sneaker as soon as I see the advertising, I like to be the first to wear the latest styles. 4. Athlete endorsers affect my purchasing because I look to certain athletes for inspiration for workout goals! 5. Yes, I only shop at places where the sales staff know as much as I do about basketball. 6. I expect the staff to be smart and the store to be clean. I want new shoe releases to be at the front of the store.
Richard - 26 1. Niketown, Foot Locker: House of Hoops, adidas 2. I sometimes look for a particular shoe in a certain brand so I know I can go to the main stores to get what I really want. 3. If I see an advertisement I really enjoyed, it might make me visit the shoe or do some research on the shoe. It depends on the ad. 4. I like Derrick Rose’s shoe, I really like LeBron’s sneaker too. Mostly basketball players signature sneaker is where I tend to drift towards. 5. Yes, because I usually want a specific type of shoe in mind by brand, style and price. 6. Good customer service. Variety in choices by type and usage of the sneaker.
David – 25 1. Dick’s Sporting Goods & Foot Locker 2. Everything in one place always works. I like to get all my sweatsuits, jackets, hat and sneakers in one place. 3. It doesn’t really. I don’t watch too much television or read magazines. 4. They don’t really. It’s usually about how the shoes make me feel. 5. The lighter and flexible the shoe, the better. 6. $150
quantitative findings
quantitative findings implications for management decisions ! When it came to rating Adidas as a brand 4 out of 6 of the participants said they either disliked or never tried wore athletic. ! The highest rating was a 3, which was categorized as disliked. • ! Nike is our biggest competitor. It was named as first priority by every participant • ! All participants admitted that at least one person in their household buys shoes every three months. ! Comfort was also a contributing factor when buying shoes. 5 out of 6 participants wanted to know the athletic sneaker they purchased was comfortable.
quantitative findings implications for management decisions ! Half the participants named that the aesthetics were a huge factor when making a purchase. ! Majority of the participants agreed that an athletic sneaker should stay below $100. ! Half of the participants said that Foot Locker is where they go to purchase gym shoes. ! All of the participants agreed that watching a commercial didn’t influence them to go and make the purchase. However 4 out of 6 stated that popular athletes endorsement persuaded their purchase towards a particular brand. ! All participants agreed that they were very knowledgeable when it came to athletic sneakers and they expected the sales team at a store to be as knowledgeable when selling sneakers.
quantitative findings
This graph showcases comfort level vs. aesethtics on a scale of 1 – 4 from 20 respondents.
quantitative findings
This graph showcases preference of sneaker choices (Nike, Adidas, Reebok) from by order of choice by 20 contestants.
quantitative findings
This graph showcases importance of price point vs advertising eects purchase rate on a scale from 1 - 5 by 20 contestants.
quantitative findings
This graph showcases how does customer service eect your sneaker purchase on a scale of 1 – 5.
conclusion
conclusion ! Participants wanted stylish. creative colors to match their uniform. ! Unique color combinations ! Fashionable and look ‘good’ even when they were playing the desire sport. ! Practice ! Game ! Work-out/Training ! All participants preferred Nike over any other sneaker. ! Participants stated that they only wore Nike because it was a trusted “go to” sneaker brand.
! Grip and durability was a key point ‘must have’ in a athletic sneaker. ! Materials has to be constructed with high quality fabrics so that it could withstand: ! Running, ! Jumping, ! Quick stopping ! Balance ! Most of the participants would not buy a certain shoe because of a commercial ! Will, if a favorite celebrity endorsed it they would be more likely to purchase the sneaker. ! We felt we needed to do to meet our objectives and improve the brand were to offer a variety of styles and colors for basketball sneakers. Produce a sneaker with frequent changes in style instead of coming out with a new style once or twice a year. Increase advertising for the brand and point of sale displays and increase brand awareness in the United States.