raincoat survey findings
TRANSCRIPT
Raincoat Survey Analysis
Peter WallaceUniversity of WashingtonUQ Marketing West Region
Introduction
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
What Is Your Year In School?
Freshman Sophomore Junior Senior Other05
101520253035404550
X-axis: Grade in SchoolY-axis: # Students
What Is Your Major?
Business
Undecided
Communications/J
ournali
sm
Biology
Engineerin
g * *****
05
1015202530
X-axis: MajorY-axis: # of Students
* = Chemistry, Sociology, History, Environmental Science, Math, International Studies, Economics, Engineering
** = Political Science, Psychology, English
*** = Law, Physics, Music, Architecture, Construction Management
Where Do You Live?
On Campus (56%)Off Campus (44%)
Do You Own A Raincoat?
Yes (96%)No (4%)
What Brand Of Raincoat Do You Own?
North Fa
ce
Columbia
Marm
ot
Patago
nia REI
Eddie Bauer
Nike *0
10
20
30
40
50
60
X-axis: Brand of RaincoatY-axis: # of Students
Mountain HardwareHelly HansenGore-Tex Hi TecObey
Where Did You Get Your Raincoat?
Purchased in store (61%)Received as gift (19%)Purchased online (11%)Other (9%)
Rank Of Importance When Purchasing A Raincoat
1) Style, Effectiveness at Repelling Rain (tie)2) Durability3) Price, Comfort (tie)4) Convince of purchasing location: store/online
Rank Of Importance Regarding Importance Of Advertising On Purchasing Decision
1) Recommendation from a friend2) Seeing others wearing the brand3) Social media4) TV ads, Magazine (tie)5) Other: do research
How Would You Go About Purchasing A Raincoat In The Future?
1) Ask for recommendation from a friend2) Go with the same brand I owned before3) Shop online4) Other: go to the store and browse5) Ask friends via social media
Are You Satisfied With Your Current Raincoat?
Sales
Yes (95%)No (5%)