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Question. What are the most consistent/popular reasons people have for preferring one brand of athletic clothing over another?. Importance. With knowledge of consumer preferences, companies can tailor their products appropriately.

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  1. Question • What are the most consistent/popular reasons people have for preferring one brand of athletic clothing over another?

  2. Importance • With knowledge of consumer preferences, companies can tailor their products appropriately. • They can also adjust marketing strategies to target consumer values. • Both of these strategies will attribute to the main goal of increasing total sales and profit.

  3. Problem • We addressed the problem in two ways: • Surveys of stated preferences • Blind study using athletic clothing • Combining these results, we were able to determine the true preferences of the test subjects in choosing a certain brand

  4. Design • Distributed and collected completed Survey 1, which identified the top three preferred brands and reasons for preferring that brand. • Had the test subjects try on all of the shirts with concealed logos, state which one they prefer, and complete Survey 2, which asked them to rate the reasons for preferring the shirt they chose. • Had the subjects repeat the above process, this time with the shirts’ logos revealed, to take brand influence into consideration when completing Survey 3.

  5. Analysis • Compared the data from Survey 1, Survey 2 and Test 1. • Looking for consistency between stated reasons for choosing a brand of shirt and tested preferences • Also looking for consistent stated and tested brand preferences • Compared the data from Test 2 and Survey 3 to determine whether or not brand influence played a role in an individual’s decision.

  6. Results • Over the 21 test subjects, 76% of the stated reasons for choosing a make of shirt were consistent with the tested preferences. • 24% of the brand preferences stated by the subjects were consistent with their tested preferences. • A Bernoulli distribution shows our results are accurate within a 1% significance. • Using Surveys 2 and 3, we found that comfort and feel are the most popular/consistent reasons for preferring one make of clothing over another.

  7. Results

  8. Results

  9. Results

  10. Limitations • Discussion between subjects may have influenced the choices of others. • The sequence in which the shirts were tried on could effect recorded preferences. • Self-justification behaviors played a role in the decision of many subjects.

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