ppt
maole525
Report2.docx
Report 2
Client name: Converse
Name: Le Mao
Course info: ADV342 793
Date: August 4, 2019
Research Approach
The report on the issues pertaining to Converse Inc (Converse) advertising efforts involves various groups whose feedback would be incorporated to attain a credible common information about those issues. Hence, focus group was the most appropriate methodological approach since this method requires a moderator who will lead many groups and collect the feedback from the respondents in those respective groups. Two reasons justifies the appropriateness of the focus group as the methodological approach for this research (Balnaves & Caputi, 2001). Firstly, the study aims at exploring the reactions of the respondents to Converse’s products. The company offers products such as sneakers, shirts, t-shirts, jackets and vests, pants and tights, hoodies and pullovers, shorts, socks, sports bras, crops and capris, and others.
Therefore, the consumers would have different perspectives for those products and the research strive to understand their opinions for improvement since the company seeks to improve the quality of products and services that it offers. Secondly, the research about converse aims to gain collective responses that can build off one another and this goal is attained through the use of focus groups (Converse unveils Converse Chuck Talyor All Star Missoni collection, 2014). Developing various groups in various regions such as Ontario, California, from which Converse ships products for two of NIKE's affiliate brands, Converse and Hurley and later incorporating all the responses from various groups would help in having collective responses.
Using Focus groups as a methodological approach involves following a given procedure as follows (Karkee, 2017): Firstly, the research question is identified and in the case of Converse, the question was on whether the company should spend time designing more shoes apart from Chuck and All-star models to increase for the consumers to have a wide range of products in the market or not. Secondly, the moderator guide will be created to guide the interviewer on the aspects that they will ask respondents in various groups concerning the research question. In this case, that guide would comprise of various questions (see appendix).
Once the moderator have been selected, the participants for this research would then be identified. The five participants that would be identified for this study would all be based on Ontario, California since Converse targets this place among its 4 p’s. The preliminary analysis identified college students around this place as the key consumers of Converse’s products and that women spend more than their men counterparts on shoes. Hence, the research will involve two groups with 3 members each but specifically for male and female but with the same moderator. All the participants will be the college students since this population will reflect the entire community’s perspective on the company’s products and services. The Chucks brand has been used to two age groups ranging 13-19 years of age and also the Entry-level professionals between the ages 20-35. Hence, the focus groups will involve the participants within this age brackets.
Results
Description of the participants
Most college students care about their dressing, they are willing to spend money on shoes, and they follow fashion and like fresh design. The Chucks brand has been used to two age groups ranging 13-19 years of age and also the Entry-level professionals between the ages 20-35. (Hitesh, 2019). The age of college students is among 18-21 and above.
Hence, the participants’ features can be described based on their ages and other demographic features. The age of the six respondents for the data are as follows: 19 years, two students with 20 years each and 3 students with 21 years each. The age bracket for these participants is considered to be significant for research considering that they represent the entirety of the target consumers in the region. Among the participants, 4 female and 2 male will be interviewed to offer their insights about the brand offered by Converse. The religion of participants would not be accounted for since they have an insignificant impact on the types of shoes that consumer prefer.
Other aspect considered as a means of assessing the participants was the geographic information and behavioral aspects of the college students who took the major segment of the respondents involved in research. The participants came from international regions since Massachusetts-based Converse sells its footwear and other items globally through retailers in more than 160 countries and through about 85 company-owned retail stores nationwide and half a dozen international retail stores. However, majority of the participants were based on Ontario, California, from which Converse ships products for two of NIKE's affiliate brands including Converse and Hurley. Despite not involving the participants from the US, the UK, and China, it was believed that the chosen respondents’ perspectives would represent the entirety of Converse’s target market. Other aspects
Description of measures
The questions asked for this research were meant to provide an overall view of the market concerning the Converse shoes and other services. Before deciding the types of questions to be used for the study, a sampling technique was used upon determining the kind of target customers and the concentration of the potential participants (Vandenberg, 2009). The fact that Converse Company believe that everyone has an opportunity to give their opinions concerning the types of shoes and preferences rendered random sampling significant since everyone in the students’ population had equal chances of being selected to respond to the interview questions or to join any focus group. After selecting the participants randomly, then the research method was selected after considering their credibility and reliability for the research conducted that was to be conducted.
All questions designed under the moderator guide (see appendix) were presented using quantitative approach considering the nature of responses expected from the respondents. Also, every research question was linked to the research question which pertained to whether Converse should take time to design more shoes to increase the product’s range in the market and to enable customers to make choose a given variety based on their preference. Hence, quantitative questions are important to the decision weather Converse should spend or time on Designing more styles of shoes, do the survey in campus or online to learn about today’s college female interests.
One of the key findings gained from this research is that Converse should take time to design more shoe types not only to increase the customer’s appeal but also to increase the product range in the market. The new collection features Missoni's iconic patterns printed on the signature Chuck Taylor All Star and Chuck Taylor All Star Fancy sneakers. The new fall 2014 Converse Chuck Taylor All Star Missoni collection launches exclusively at Nordstrom on Aug, 4 and includes a style exclusive to Nordstrom (Converse Inc, 2018). However, despite the presence of the shoe types produced by this company, there is still a need to come up with a diverse types that will suit various occasions such as sporting and formal events and others that suits the dynamic customer preferences.
The current exclusive to Nordstrom, the Converse Chuck Taylor All Star Missoni low-top features the classic zig zag print and is available in both men and women sizes. One respondent stated that, “we have a wide range of colors for the shoes from Converse but I believe even the odd colors need to be present with a reasonable prices considering that majority of us are students who hardly depend on our finances to purchase those products.” The currently available Colors include Lucky Stone/Egret with the suggested retail Price: $85 US Available in unisex sizing, three iconic Missoni prints are featured on the Converse Chuck Taylor All Star high-tops and low-top in Black/Egret, Auburn/Egret and Mediterranean/Egret with the suggested Retail Price: $85 - $100 USD.
Concerning gender, the responses from the female confirmed that the available exclusively for women, the Converse Chuck Taylor All Star Fancy serves as the perfect blank canvas for two of Missoni's distinct patterns. These styles feature a more feminine silhouette that still maintains the classic Chuck Taylor look in available colors Hollyhock/Auburn and Black/Egret. Suggested Retail Price: $95 - $100 USD. (“Converse unveils Converse Chuck Talyor All Star Missoni collection,” 2014) College students’ budget is perfect with the price of the shoes Converse selling. Most college students care about their dressing, they are willing to spend money on shoes, and they follow fashion and like fresh design.
Discussion
Footlocker-the company's largest customer, accounts for about a fifth of sales. This case could be attributed to the fact that the geographical location of the company is dominated by students who like to own many type of shoes and match with the dynamic preferences. Converse sells products to retailers through local and regional distributors. The age of college students is among 18-21 and above. That a large part of the target of Converse.
The costs for man’s footwear 2019 in China are 170, 193, 5 CNY million, Russia are 195, 077, 7 RUB million, USA are 28,646 USD million. The costs for woman’s footwear in 2019 are 211, 575, 0 CNY million, Russia are 520, 759, 6 RUB million, USA are 39, 026, 7 USD million. From the comparison of men's and women's expenditure on shoes, it can be seen that women's expenditure is higher, which is the main reason why I choose women as the segmentation.
Also, the Chinese footwear market grew by 10.5% in 2017 to reach a value of $62.2 billion. It is obviously that people will not only be satisfied with one or two pairs of shoes, by the increasing of per capita income, customers would like to spend more on their shoe industry. Especially online shopping is the most convince way to buy the products. Converse has to pay efforts to create the enjoyable and easy way for people to shopping online.
Reference
Balnaves, M., & Caputi, P. (2001). Introduction to Quantitative Research Methods: An Investigative Approach. SAGE.Converse Inc. (2018). Retrieved from:
Converse unveils Converse Chuck Talyor All Star Missoni collection. (2014). Retrieved from:
Karkee, R. (2017). Chapter-06 Research Methods. Quantitative Research Methods in Health Sciences, 27-47.
Vandenberg, R. J. (2009). Organizational Research Methods. Organizational Research Methods, 13(1), 3-5.
Appendix 1
The moderator guide/interview questions to the focus groups
1. Do you have a pair of Converse shoes at home? Or would you like to buy a pair of converse shoes?
2. Have you been wearing of the design of Converse shoes?
3. Will you expect to the new design of Converse shoes?
