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Dynamic Marketing Research

Stephanie LazioSaori Hasumi

Toyomi UemuraAngela Romero

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AssumptionsNordstrom is looking to purchase a new line of luxury apparel and wants to find the right target market. They are looking to find if there’s a difference among race and gender when purchasing luxury items in order to sell to the most profitable target market.Also, Nordstrom wants to know what attributes respondents value most in luxury goods

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Executive SummaryThe data gathered from respondents show that there is a significant difference among race and gender when it comes to the perception of purchasing luxury items.Among races, the Asian population tend to be more brand conscious. They purchase items in order to be recognized and increase their social value in the eyes of others. The other race population tend to be brand conscious as well, but not as much as Asians. The white population rated low towards their perception of luxury brand consumption.Among gender, males tend to purchase luxury items in order to become popular and prestigious within society, and to become closer to their aspirant groups.Females tend to care less about prestige, and more about looking fashionable. Also, women enjoy the act of purchasing luxury items.

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ObjectivesTo determine what is the perception or

attitude towards buying luxury items between gender.

To determine if race is a significant factor affecting the perceptions of buying luxury goods.

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Methodology

Sampled from a non-college, working population. Sample size was 303 respondents.Respondents took a survey called Conspicuous

Consumption. Run frequencies on the survey data. Run an Independent Sample t-test between gender and

their perceived attitudes towards luxury goods consumption.

Run a One-way ANOVA test between Asian, Caucasian, Hispanic and their perceived attitudes towards luxury goods consumption.

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General Findings

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Survey Respondents by Gender

Male35%

Female65%

Distribution of Gender

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Survey Respondents by Race

32%

42%

26%

Race

WhiteAsianOther

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Findings on Race Differences

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Findings on Race Differences cont’d:

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Findings on Race Differences cont’d:

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Findings on Gender Differences

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Findings on Gender Differences cont’d:

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Findings on Gender Differences cont’d:

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Analysis

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CommentsQ2: Males are more likely to buy clothes to be like their aspirant group than females.

Q3: Males like to be noticed.

Q16: Males are more interested in being popular.

Q18: Women will buy clothes to be fashionable significantly more than men.

Q40: Women rely more word of mouth than men.

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CommentsQ6: Asians are more likely to buy products to enhance their image.Others are likely to buy products to enhance their image as well.

Q8: Asians are more likely to buy clothes to increase their value.

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CommentsQ19: Asians are susceptible to experts' messages and advertising.Others are more susceptible to experts' messages and advertising.

Q27: Asians value having unique clothing the most.Others value having unique clothing as well.

Q30: Asian value having unique clothing items as well.Others value the most having unique clothing items.

Q37: Asians are more likely to buy something that everybody has.

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Managerial recommendationsWe recommend Nordstrom not to disregard the other races, but to implement a marketing strategy directed towards the Asian population because it is the most profitable segment. In terms of buying apparel, considering the Asian preferences is keen: Asians aspire to uniqueness when it comes to fashion and highly value the opinions of others.When marketing by gender, we recommend focusing on purchasing fashionable apparel that make male consumers feel prestigious. Males tend to purchase items in order to be more “popular,” so purchasing a line that appeals to males would be a great way to capture that market.For females we recommend purchasing up-to-date trends because they highly value fashionable goods.

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Appendix

SPSS Output2SPSS Output1

*To open the file, please double click the icon.

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Evaluation

Angela Romero Toyomi Uemura Saori Hasumi

*To open the file, please double click the icon.

Stephanie Lazio