Marketing Research Method Proposal
Eirwan
SAMPLEOFPASTSTUDENTREPORT.pdf
Executive Summary
In this research report, we have 102 participants to help us with an online survey to
determine whether the 3 factors which are quality, reliability, and experience affects young
consumers’ intention the purchase original Adidas sneakers. This report includes statement of
problem of why Adidas sneaker is one of the top of sports apparels’ sales. There will also be
3 research questions to be discussed, along with the objectives of this research. There will
also be discussions about research hypothesis with the independent variables and dependent
variable. Next, how and where the survey being conducted, sample plan and size, and targeted
population are the factors that we need to be considered. The development of questionnaire
can be found in this report in order to know how the questionnaire have been put together.
Table of the findings with 102 participants will be shown in this research report. The
limitations of conducting this survey will also be discussed to prevent wrong understandings
on the findings that had done in this survey.
Introduction
This proposal will be talking about how the research of “factors affecting young
consumers’ intention to purchase original brands/product” with the 3 factors that we have
chosen, which is quality, reliability, and experience. According to Sang and Hyun (2000),
these 3 factors are what the young consumers see in original brands. The brand and product
that this research will be Adidas sneakers. Adidas footwear are their original and initial
products when they first started off back in 1925 (Caula, 2013). The famous three stripes of
the logo and on the shoes were initially created to help add stability to the sneakers (adidas,
n.d.). Later on, they came up with an ideology of 3 guiding principles for the three stripes,
with it being “design the best shoe suitably to the necessity of sports, protect athletes from
injury, and make durable products” (adidas, n.d.). As we can all see that there is a growth in
demand of Adidas sneakers in the market in the recent years. Apparel and footwear are the
largest segments in the Adidas group (Statista, n.d.). Being the second in the global market
while still catching up to the top, they have produced 360 million pairs of shoes in 2016, it is
currently the highest figure to-date (Statista, 2018). On the other hand, talking about
counterfeit products, it has caused a major growth in the Chinese manufacturing scene, but it
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is for the wrong reasons of having reduced costs of manufacturing, transportation and
distribution (Anonymous, 2013). There are no interest in building a brand reputation from the
perspective of selling counterfeit products (Anonymous, 2013). The end result of a counterfeit
product may look as good as an original product, but by selling it at an immensely lower price
while obtaining a greater profit (Anonymous, 2013).
Statement of Problem
There are many other brands and apparels, but why is Adidas’ sneakers blooming in
the global market? As mentioned above, Adidas are quickly catching up to Nike as the top of
global market with their increase of sales. So what are the factors that are influencing the
consumers to have the urge to purchase Adidas sneakers? It goes up to over 500 percent
increase in price for customers that resells the infamous Adidas sneaker, Yeezy
(Lindsay-Diaz, 2017). It is stated that the shoe uses high-technology to produce it to be
comfortable and has a unique design to it, which meets the demand of the market nowadays
(Lindsay-Diaz, 2017). It is also a designer line product by Kanye West which helps to
promote their reliability on the shoes to the consumers. Ricadela (2016) stated NFL star
DeAndre Hopkins started off Houston Texans’ season by wearing sneakers designed by
rapper Kanye West, combining hip-hop culture and sports is a part of Adidas’ strategy that is
resonating with youths. This is how youths are attracted to the shoes because they feel like it
is reliable to have the same shoes as their idols or top celebrities. Adidas has also made use of
social media with Instagram which will attract more young consumers, where they had the
most liked sneaker account in 2015 (Sandison, 2016). Sandison (2016) also said that Adidas
gave their Twitter followers the chance to have their own preferences made up in green and
white of the Stan Smith tongue artwork, this helps the customer to feel that they are a part of
the campaign. These kind of interaction with customers will help Adidas to gain more trust
and therefore, consumers would buy their original products and not counterfeit products.
Consumers’ attitude in purchasing original products could also because of the reason
having bad experiences from past purchases of counterfeit products. Quality of counterfeit
products may be worse than original products by quite a margin and would probably cost
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more for consumers to purchase counterfeit than original products. If one did not get enough
research of a counterfeit product, you have got to expect that the quality will not be there and
if that is true, you are going to need another pair of sneakers sooner or later (Luangel, 2018).
For example, a counterfeit product that cost $100 can only last for 2 months, while an original
product of $300 can last for 2 years. Eror (2017) stated that a pair of counterfeit Air Max 97s
have already started to strain by only wearing it for a couple months. It is found that past
behaviour forms a habit with repeated performances (Triandewi & Tjiptono, 2013).
Triandewi and Tjiptono (2013) further stated that it can be anticipated that past purchase can
result in an intention to purchase in regards of either original or counterfeit products or
brands. In a study that Penz and Stottinger (2005) carried out, they indicate that the contrast is
that the original brand or product consumers buy genuine brands for what exclusive luxury
brands really mean, whereby on the other hand, counterfeit product consumers purchase just
the social acknowledgement and the status of genuine brands by paying lesser for it (Penz &
Stottinger, 2004).
Research questions
In this studies, we proposed that there are three factors to affect intention of young
consumers to purchase Adidas sneakers. They are quality, reliability and experience.
Product quality is the level of ability to demonstrate the function of a product. It
includes overall durability, reliability, accuracy, ease of operation, and maintenance of the
product as well as other product attributes (Chris, 2010). Quality means that a seller’s product
has certain selling points that the competitors’ product do not own (Chris, 2010). Product
quality is rapidly becoming an important competitive issue between manufacturers. Some
surveys indicate that consumers are dissatisfied with the quality of the products they have
purchased and the level of service. Recently, a North American company commercial
research shows that managers rated ‘production-to-high-quality standards’ as their main
concern (MITSloan, 1984). In 2003, there are 57% of respondents said the product’s quality
is more important (Bangret,2015). It seems that the major thinks that quality is one of the
main factor to consider when they purchase a product. Adidas sneakers are one of the most
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best selling brand among sneaker brands. We want to find out is it the quality which really
affect young consumer to purchase it but not the pirated sneaker.
Research Question 1:
How does quality affect intention of young consumers to purchase original Adidas sneakers?
The second factor influencing young consumers to purchase original Adidas sneakers
is reliability. As we all know, cheaper products are conveniently available but they do not
have durable life. In addition, comparing to the past, reliability of products are far more
concern by consumers. This trend has caused consumers’ expectation of reliability of
products has increased (Pawluk, 2013). The reliability of a product embodies the concept of
durability, successful operation or performance, and failure-free. This is an external property
that is of great interest to both manufacturers and consumers (Murthy, 2007). Thus, according
to the trend, reliability is one of the main concern of purchasing a product. One of the goal of
our research is to assess reliability, which is young consumers wear Adidas sneakers longer in
time with great performance influencing they purchase it.
Research Question 2:
How does reliability affect intention of young consumers to purchase original Adidas
sneakers?
Thirdly, young consumers purchase Adidas sneakers because of their past experiences
of wearing it. A company that focuses more on customers’ experience will find it easier to
compete with competitors because customers’ experience has became more important than
the product itself (Erik, 2018). mentioned that customers should be given good experiences
but not just a product. The process of purchasing is very emotional, the more customers are
satisfied, the more likely they will repurchase it. Product experience refers to the familiarity
of customer by accumulating the number of product-related experiences and the the product’s
ability to perform its related functions successfully (Hoch, 2002). Product experience is a
scenario that includes expressions such as personal feelings behavioral reactions and
physiological responses (Desmet, 2007). Thus, product experience is an effect that is leaded
by the interaction between the product and the consumer, which is young consumers and
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Adidas sneakers, it includes the degree to which consumers’ senses are satisfied, the
implications that young consumers add-on to Adidas sneakers and the feelings and sensations
that are caused.
Research Question 3:
How does experience affect intention of young consumers to purchase Adidas sneakers?
Research Objectives
The researchers believe that quality, reliability and experiences might be the factors
that affect young consumer to purchase Adidas shoes. In order to reach these objectives, a
survey to young consumers will be carried out. One questionnaire will be used and assigned
to young consumers to investigate the factors to affect young consumer to purchase Adidas
shoes.
Research Objective:
This purpose of this study is to investigate influences of quality, reliability and
experience to affect intention of young consumers to purchase original Adidas sneakers.
Research hypotheses
In order to reach this research goal, it is necessary to define the independent variable
and dependent variable of this research. The independent variables are quality, reliability and
experience of Adidas sneakers whereas the dependent variable is intention to purchase
original Adidas sneakers of young consumers.
The better the Adidas sneakers’ quality, the more the young consumer intent to
purchase it. Adidas is a company providing high quality shoes (Editorial, 2018). It also said
that among all Adidas products, shoes are the most famous product. Adidas continuously
manufacture and design large quantities of high quality shoes to meet the needs of consumers
including young consumers. These shoes require much consideration when they are
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manufactured. It is said that only the best and qualified quality of Adidas shoes which
including sneakers are being sent to all round the world for sales (Editorial, 2018).
H1: Quality positively influences the intention of young consumers to purchase original
Adidas sneakers.
In this research, we found that reliability also affecting intention of young consumers
to purchase Adidas sneaker . For example, Adidas Energy Cloud, one of the Adidas sneaker is
said to have excellent durability and comfortable to wear for all-day standing (Run Repeat,
2018). There is another example of reliability of Adidas sneaker which is Adidas Ultra Boost.
People that have tried it said that they are appreciate the reliability and durability of Adidas
Ultra Boost (Run Repeat, 2018). From the cases above, we can see that reliability is greatly
considered by consumers as well as young consumers to have more suitable and comfortable
sneakers.
H2: Reliability positively influences the intention of young consumers to purchase original
Adidas sneakers.
When young consumers had previously wore Adidas sneakers, they will base on their
experiences to choose whether will repurchase them or not for the next time. In our research,
we will choose experience as the factor to affect the intention of young consumers to
purchase Adidas sneakers is because that positive customer experience is very important
because customers are smart and they have the right to choose a competitor’s company if
their customers satisfaction is low (Ross Beard, 2014). When young consumers like their
experiences of wearing Adidas sneakers, they will purchase them again to recall their
satisfaction of wearing Adidas sneakers.
H3: Experience positively influences the intention of young consumers to purchase Adidas
sneakers.
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Research Method
The Target Population
Target Population means the group of individual who carries almost the same
characteristic, and in our proposal, our target population will be the young consumer between
ages 18-25 (Kate Mayer, 2016), who are willing to purchase Adidas sneakers or have
purchase Adidas sneakers before as our respondent. As we know, the self-image of Adidas
provide to us is young and sporty, it’s very close to young consumer image, this attracts
young consumer choose to purchase Adidas sneakers.
Sample plan and size
The sample size of our research will be 102 young consumers who live in Kuala
Lumpur. The reason we target young consumer in KL is the people who live in Kuala
Lumpur have a higher purchasing power than another place, because Kuala Lumpur is the
capital city of Malaysia, and the price of Adidas sneakers is expensive than another brand
sneakers, it means no everyone can afford it.
Development of Questionnaire
The questionnaire consists of 6 sections, first section will be our purpose for this
survey. For the section 2, we will ask about the basic information of the people. we will ask
their intention to buy original Adidas sneakers in 3rd section, the question is adopted from
Klein (2002) and Klein et al (1998). The section 4 will ask about is that quality of original
product is important to them, and the question adopted from Zed, H., Rashid, K., and Javeed,
M, (2011). The question on 5th section will ask about reliability, adopted from Nijssen and
Douglas (2004), and last section will ask their experience on original Adidas sneakers, the
measurement scale of all factors will be five-point scale format.
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Data Collection Method
For the data collection method, we have used online survey to collect our data. The
first benefit of the internet is we can receive a more details data because some people have
said when they have a face to face interview. Besides that, sometimes they won’t provide a lot
of useful information when the question is sensitive to them. Besides that, we can use online
to speed up our analysis, if using the traditional method to collect and analyze data, we will
spend a lot of time in analysis data.
Research results
According the descriptive statistics table above, we can find the mean which is the
average of all numbers, and the standard deviation which calculates the quantity expressing
by how much the participants of the survey differ from the mean value for the group. we can
conclude that the mean of 5.44 for age states that the average participants in this research
survey are from age 20 to 21 as their value in the SPSS data is 5 and 6 respectively. Besides
that, a high standard deviation of 1.48 means that age do have effect on different perception
on intention to purchase original Adidas sneakers. Next, we look at the row of salary which
have the mean of 1.80, which means that the average participants in this survey have a salary
of less than RM500 to RM1000 which have the value of 1 and 2 respectively in SPSS data.
With the standard deviation of 1.072, it is a high value which determined that the salary
influences the intention to purchase original Adidas sneakers.
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Here we can see the mode which represents the most frequent number that occurs in
the set of numbers (Khanacademy, n.d.). It had been stated that the intention mode is 5 and
whereas the quality and reliability mode are both at 4, which mean that most people agree that
the quality and reliability of original Adidas shoe affects the intention to buy original Adidas
sneakers. But the mode of experience falls at 3.5 which is between neutral and agree in the
questionnaire.
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From the table above, we can see that there are more male than female that have participated
in this survey with 56 and 46 participants accordingly.
Paired sample T Test
For the paired sample t-test, we can know about which independent variable was
performed well, by comparing the mean. From the SPSS output, we find that the average
mean of reliability, quality, and experience is 3.7222, 3.9044, 3.3529, the average mean of
quality is higher than reliability and experience, and the reliability is higher than experience.
For the pair 1, the Sig. value is 0001, the value is less than 0.05. When the Sig. is less than
0.05, we can conclude that there is no statistically difference between quality and reliability.
From the SPSS output, the mean number of quality was higher than the mean of reliability,
we can conclude that the performance of original Adidas sneakers quality is better than
reliability. For the pair 2, the Sig is 0.000, less than 0.05, there is a statistically significant
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difference between quality and experience, and the mean of quality is higher than experience,
which means the performance on quality will affect consumer intention to purchase the
original product than experience. For the pair 3, the Sig is 0.000, less than 0.05, there is a
significant difference between reliability and experience, and the mean of reliability is better
than experience, we can conclude that the performance of reliability of original Adidas
sneakers was better than the experience of original Adidas sneakers.
Linear Regression Analysis
The linear regression analysis is used to study the relationship between dependent
variable and independent variable. Bass on the output, the R value is 0.209, which indicates a
low degree of correlation, and the adjusted R square is 0.044, thus, 4.4% of the variances in
the dependent variable can be explained by the independent variable, which is very low
correlation between intention to buy and quality of original product. From the ANOVA table,
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our Sig is 0.035, which is lower than 0.05, it shows that the regression model statistically
significantly predicts the outcome variable. For the regression equation will be:
Intention to buy= 2.372+0.319 (Quality)
Based on the output, the R value is 0.014, which indicates a low degree of correlation,
and the adjusted R square is 0.000, its show that there is almost no correlation between
dependent variable and independent variable, which is intention to buy and reliability of
original product, it mean the reliability of original Adidas sneakers, will not affect the
intention to purchase original Adidas sneakers. Besides that, the R square value is -0.01, it
means the relationship between this two variable is negative, and our hypotheses assume that
reliability positively influences the intention to buy original product, is different with our
research result. From the ANOVA table, we know that our Sig is 0.888, which is higher than
0.05, this data show us that the regression model is not statistically significantly predicts the
outcome variable, it not a good fit data. From the coefficients table, we know the regression
equation is :
Intention to purchase= 3.534+0.022 (Reliability)
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For the linear regression between intention to buy and experience, the R value is
0.114, which indicates a low degree of correlation, and the adjusted R square is 0.013, thus,
1.3% of the variances in the dependent variable can be explained by the independent variable,
which is very low correlation between intention to buy and experience the product. From the
ANOVA table, we know that our Sig is 0.254, higher than 0.05, it means it not a good fit
data. In the coefficients table, our Sig is 0.254, this means the experience is not statistically
significant and does not seem to have an impact on the intention to purchase toward the
original Adidas sneakers, and the equation will be:
Intention to purchase=3.012+0.181 (Experience)
If we compare this three factors, the quality of the original product has the strongest impact
on intention to purchase the original product.
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Limitations
Even though the research have its own goals, there were some limitations that are
unavoidable. First, we are only limited to get responses from young aged group and mostly
from college and university students. Young consumers that are working might have different
perceptions towards buying original goods. The young consumers with different backgrounds
will probably have different purchasing practices. Sample size is also a limitation in this study
as we were to involve around 100 participants among our society, a larger sample size would
get a more generalised study outcome, as people from different regions will have different
perceptions of original and counterfeit products. Another limitation to the study might be
unethical answers, participants may not answer our questionnaire honestly, which will affect
our overall findings for the research. For example, there may be some participants who just
simply answer the questionnaire, which create conflicts when we are making conclusion with
the study outcomes. Adding on to that, different regions or areas will have different practices
in daily activities and also buying habits, there might be regions with few places to buy
counterfeit products. In contrast, there might be areas where original brands are not located
in, consequently, consumers may buy counterfeit products. Besides that, only 3 factors are
limited to be discussed and other factors like design, society influences are not being
discussed. For example, some people purchased original Adidas sneakers to resell it for a
higher price because they know that there are people would want to have it. Thus, the
demands for the shoes will be higher. Moreover, influences from their friends or family that
doing the business of reselling original Adidas sneakers which made great profit will also
affect them. There are also people that being influenced from the surroundings where original
Adidas sneaker is a must-have product in the society nowadays. Besides, this research report
shows that the data that we collected is not fit to the research report. This may cause by few
reasons. For this research question all the hypothesis we made in the beginning of the project
did not have the outcome we expected they would. There are probably many reasons for this,
it could be that in composing the questionnaire we made the wrong assumption of what the
answer would be.
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Conclusion
In response to the objectives provided earlier in the report, a few conclusions can be
drawn. Our research is focused on how the factors, which is experience, reliability and quality
affect young consumer’s intention to purchase original Adidas sneakers. There are 102 targets
of this research reports. Our target consumers are between the age 16 to 27 and their gender
are 56 of male and 46 of female. We also do record for their salary, which most of them are
below RM500 per month. We can conclude that young consumers purchase original Adidas
sneakers is mostly due to the quality of original Adidas sneaker. Secondly, they prefer
original Adidas sneaker because of its reliability and the last factor is because of their
experience of using it. Therefore, it is proven that two of our hypothesis are right, which is
quality and experience are all positively influences the intention of young consumers to
purchase original Adidas sneaker. However, a hypothesis was proven wrong which is
reliability is actually negatively affect the intention of young consumers to purchase original
Adidas sneakers. It also concludes that age and salary are very significant factors that affect
intention to purchase original Adidas sneakers. In our research report, the dependent variable
is intention to purchase original Adidas sneakers while the independent variable is
experience, quality and reliability. The dependent variable can be explained by the
independent variable. From the research result, we know that quality of original Adidas
sneaker has most impact on young consumers to purchase it. Next, it is reliability and
experience has the least impact for young consumer to purchase original Adidas sneakers.
We have also found some limitation for our research project which is the our sample
size is not large enough. Besides, the participants may not answer the questionnaire honestly
which will also affect the research result. Next, there are only 3 factors to be discussed for
this research, therefore, there might be other factors that would be neglected that are
important to affect their intention to purchase original Adidas sneaker.
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Recommendation
Although we have finished our research, there is a lot of things that we need to
improve on our next research. The first thing is how we get responses from the young
consumers that is working. However, the mindset of young working consumer from the same
age group will have a different view and opinion towards counterfeit products. We need to
include their view in our future research to analyze a more specific result. The most important
issue that we need to improve and address is our data. After finish the research, we realize
that our dataset is not a good data to fit our research hypothesis. The correlation between the
dependent and the independent variable is below our estimation, especially the independent
variable, reliability, has a negative influence towards intention to purchase original Adidas
sneakers. For our future research, we will expand our sample size. For this report, we have
received 102 responses, but we think that this is not enough for us to interpret more specific
details. Lastly, for our future research, we will spend more time because the study is not
enough for our report. When we read more, we will seek out more questions that we need to
address and more knowledge that we do not know before. Although we cannot read all the
resources on the internet or library, but we will try our best to read more journal and resources
to do our research in the future.
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