Transcript graduate thesis

The Awareness of Nike
of MCU Students
on Tayouan Campus
Instructor： Ling -Huei , Shiu
Group members：Ting-Fang,Chang 95420546
Ching-Ya,Chen 95420493
Huei- Shiuan,Hsu 95420145
Yin-An,Chung 95421905
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Presentation Outline
Introduction
Literature Review
Method
Data Analysis and Results
Conclusion and Recommendation
2
Introduction:
Motivation;
Purpose of The Study;
Significant of The Study;
Research Questions
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Introduction:
1. Nike is a famous sport brand
2. Nike emphasizes marketing
3. Nike commercials are everywhere
4. Nike products satisfy people of
different age/gender.
5. Nike products are popular among MCU
students
6. Post-purchase customer satisfaction is
important issue
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Purpose
1. MCU students’ awareness of Nike
2. Customer satisfaction of Nike products
of the students at MCU
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In More Details:
1. Explore whether Nike commercials
affect purchase decisions of
customers
2. Explore whether customer satisfaction
influence repurchase of Nike products
3. Explore whether quality is the key
4. Explore whether product features
attract customers of different gender
5. Explore whether price is a big concern
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Literature Review:
Brand;
Commercial;
Product;
Consumer Behavior ;
Consumer Satisfaction
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Brand
 Brand: “a name, term, symbol, or
design, or a combination of them,
intended to signify the goods or services
of one seller or group of sellers”
(Kotler quoted in Arnold, 1993, p. 2)
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Brand Awareness
 Two
components:
brand recall,
brand
recognition
(Keller, 2003)
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Brand Image of Nike
1. Nike has established itself as
equivalent to sports and sports culture
2. Nike has built its culture icon through
advertising
3. Nike has achieved brand preeminence
Goldman and Papson (1998)
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Commercial
TV commercials are intended to make
product seem special and unique
(Vaid, 2003).
A commercial reveal its message only
at the end of the entire commercial
(Baldwin, 1982).
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Celebrity
Increasingly, celebrity associations are
used to create a specific personality type
for their brand (Vaid 2003) .
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Products
The lifeblood of organizations, products
are the “public face” of a corporation
(Bruce & Biemans, 1995).
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Products
Noted that product is
“everything the
purchaser gets for his
money”
(Baker,1996 p. 97-p.98)
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Features of Product
 Other than technology, a product
includes such features as physical form
or design, level of quality, durability,
environmental impact, and ease of use
(Bovee & Thill, 1992).
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Quality of Product
The American Society for Quality
Control: quality indicates the
characteristics of a product or service
and how they satisfy stated or implied
needs (cited in Summers, 2000).
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Consumer Behavior
 ”Consumer behavior is defined as
activities people undertake when
obtaining, consuming, and disposing of
products and services”
(Blackwell, Miniard & Engel, 2001, p. 6-p.7 ).
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Consumer Satisfaction
The definition of Satisfaction
Literature review
Refers to “the favorability of the individual’s
subjective evaluation of the various
outcomes and experiences associated with
using or consuming it (product).” (Hunt 1977)
(p. 49).
Westbrook (1980)
As a “An evaluation of the surprise inherent in
a product acquisition and/or consumption
experience.” (p.27)
Oliver (1981)
Define that “Conceptually, an outcome of
purchase and use resulting from the buyer’s
comparison of the rewards and costs of the
purchase relative to anticipated
consequences.“ (p.493)
Churchill & Surprenant (1982)
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As a “A conscious evaluation or
cognitive judgment that the product
has performed relatively well or
poorly or that the product was
suitable or unsuitable for its
use/purpose. Another dimension of
satisfaction involves affect of
feelings toward the product.” (p. 17)
Swan & Trawick & Carroll (1982)
As a “An response triggered by a
cognitive evaluative process in which the
perceptions of an object, action, or
condition are compared to one’s values.”
(p.258)
Westbrook & Reilly (1983)
As a "global evaluative judgment about
product usage/consumption (p.260)
Westbrook (1987)
Consider that “The consumer’s response
to the evaluation of the perceived
discrepancy between prior expectations
and the actual performance of the
product as perceived after its
consumption.” (p. 204).
Tse & Wilton (1988)
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As a “A summary attribute
phenomenon coexisting with other
consumption emotions.” (p.242)
As a “A person’s feeling of pleasure or
disappointment resulting from
comparing a product’s perceived
performance in relation to his/her
expectation.” (p.36)
Oliver (1992)
Kotler (2000)
Copyright © 2002 – Academy of Marketing Science. Giese and Cote /
Defining Consumer Satisfaction
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In More Detail
1. Explore whether Nike commercials
2.
3.
4.
5.
affect purchase decisions of customers
Explore whether customer satisfaction
influence repurchase of Nike products
Explore whether quality is the key
Explore whether product features
attract customers of different gender
Explore whether price is a big concern
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Method: Hypotheses
H1: Commercials with featured celebrities
enhance consumer desire to purchase .
H2: Consumers who have watched Nike’
commercial tend to purchase Nike product.
H3: Consumers are likely to stick to Nike
product of they are satisfied with their previous
purchase.
H4: Consumers purchase Nike products because
of their good qualities.
H5: Male and female college students are
attention to different feature of Nike products.
H6: Price is the concern for college students on
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a lower budget when purchasing Nike products.
Method: Research Design ,
Sample
1. Participants: 208 MCU students on
Tayouan campus.
2. Total valid response rate: 94% (n=196)
3. Participants filled out questionnaires
4. Reliability test: α=.834.
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Questionnaire:
Example question:
Is Nike commercial, to drive you to purchase the product: □ yes □ no
What are your sources to learn about the new Nike product: (multiple
choose)
□ TV □ newspaper □ magazine □ internet □ friends □ other
Very unsatisfied
Unsatisfied
Average(
)
Above average
Satisfied(
)
Very satisfied
How satisfied you are with Nike product
滿
意
Overall(整體) quality
Price
Experience with purchased products
普
通
□□□□□□
□□□□□□
□□□□□□
Method: Procedure
Participants: restaurant and library
Questionnaire, in English only
Participants fill out questionnaires
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Results: Hypothesis 1
 Commercial with featured celebrities
not enhance consumer desire to purchase.
celebrity figure
Pearson Correlation
Sig. (1-tailed)
Desire to purchase
-.173(**)
.
.000
196
196
-.173(**)
1
Sig. (1-tailed)
.000
.
N
196
196
N
Desire to purchase
celebrity figure
1
Pearson Correlation
r = -.173, p < .001; customers tend not to
buy Nike products if they are exposed to
Nike commercials with celebrity. The
hypothesis is not supported.
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Result: Hypothesis 2
Consumers who have watched Nike
commercial not tend to purchase Nike
product.
Watched Nike
commercial
Watched Nike
commercial
Pearson
Correlation
Sig. (1-tailed)
N
Purchase Nike
product
Pearson
Correlation
Sig. (1-tailed)
N
Purchase Nike
product
1
-.102
.
.000
196
196
-.102
1
.000
.
196
196
Based on the correlation results, r = -.102,
p<.001, a negative correlation indicates that
exposure to commercials is negatively correlated
to customer’s purchase of Nike products. Thus,
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hypothesis 2 is not supported.
Result: Hypothesis 3
 Consumers are likely to stick to Nike
product of they are satisfied with their
pervious product.
Level of
satisfaction
Level of satisfaction
Pearson Correlation
1
.666(**)
.
.000
196
196
.666(**)
1
Sig. (1-tailed)
.000
.
N
196
196
Sig. (1-tailed)
N
Loyalty
Loyalty
Pearson Correlation
A correlation test shows that r = .666, p<0.001
which means if consumers are satisfied with Nike
products they tend to purchase Nike products
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again. Hence, the hypothesis is supported.
Result: Hypothesis 4
 Consumers purchase Nike products because of
their good quality.
Experience of
consumer
purchasing product
Experience of
consumer purchasing
product
Pearson
Correlation
1
.631(**)
Sig. (1-tailed)
.
.000
196
196
.631(**)
1
.000
.
196
196
N
Belief in quality
Belief in quality
Pearson
Correlation
Sig. (1-tailed)
N
A correlation test shows that r = .631, p<0.001,
there is a positive correlation between good
quality of products customer willingness to
purchase. Consequently, the hypothesis is
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Result: Hypothesis 5
 Male and female college students are
attentive to different feature of Nike
products.
Between Groups
Within Groups
Total
Sum of
Squares
49.082
326.522
375.604
df
1
194
195
Mean Square
49.082
1.683
F
29.162
Sig.
.000
A one-way ANOVA was conducted. The
results showed that the hypothesis is
supported, F (1,194) =29.162, p<.001
(see the table)
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Result: Hypothesis5
According to the pie charts above, male students
prefer to purchase sporty collection; they prefer
to purchase casual collection more than male
students do.
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Result: Hypothesis 6
 Price is the concern for college students
on a lower budget when purchasing Nike
products.
1
Whether
purchase
the most
expensive
shoes
.285(**)
.
.000
196
196
.285(**)
1
.000
.
196
196
budget
budget
Pearson Correlation
Sig. (1-tailed)
N
Whether purchase
the most expensive
shoes
Pearson Correlation
Sig. (1-tailed)
N
Based on the above table, r=.285, p<0.001, the
hypothesis is supported. Budget is an important
factor for purchase decisions.
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Conclusion
1. Commercials with featured celebrities don’t
seem to have great influence on consumer’s
purchasing.
2. Consumers who have watched Nike commercial
do not seem to purchase Nike products.
3. Consumers tend to stick to Nike products if
they are satisfied with their previous purchase.
4. Consumers purchase Nike products because of
good quality.
5. Male and female college students are
attentive to different features of Nike products.
6. Price is an important concern for college
students on a lower budget when purchasing
Nike products.
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Possible Explanations
1. Nike is equal to sports culture
2. Whether Nike runs commercial s
or not, Nike has enjoyed a
stable customer base
Significance of the Study
1. Nike enjoys strong brand awareness and its
commercials do not seem to enhance
customers’ willingness to buy its products.
2. Suggestion: shifted focus of marketing
3. A new focus: on quality, variety of product
features to meet need of consumers of
different age/gender
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Recommendations
1. The study can have dissimilar results if
it includes a bigger sample
2. Future studies may reveal different findings
with different participant group -- college
students in different areas in Taiwan
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