1. VS Running Shoes Market
Group 5:
Cindy Chung
Rudy Hsieh
Nik Martin
Yayoi Shimizu

2. BACKGROUND
Impossible is nothing
Run Happy

3. EARLY FINDINGS
34 total respondents

4. EARLY FINDINGS
AGE DEMOGRAPHICS

5. Research Question 1 Hypothesis :
What consumer preferences are correlated between Adidas and Brooks?
Hypothesis :
 1. The more attention a subject displays is because they are more involved in the ad.
Respondents were less involved and will pay less attention to the Adidas ad compared to the Brooks ad.
3. The more complex the ad the less attention a respondent will give.
4. The more appeal an ad has the more attention it will be paid.
5. The more familiar a respondent with the brand the more involvement goes up.

6. CORRELATIONS A B C D E F G attention involvement familiarity ad appeal1
attention
involvement
familiarity
ad appeal
complexity of ad 2
Pearson correlation
.800**
.532**
.406** 3
.545** 4  5  6  7 
Adidas & Brooks Correlations

7. Correlations for Adidas Correlations for Brooks
attention
involve 1
0.72**
familiarity
0.41**
Correlations for Brooks
attention
involve 1
0.85**
**. Correlation is significant at the 0.01 level (2-tailed).

8. Research Question 2 Hypothesis :
Are the consumer’s preference different toward the Adidas or Brooks’ ad?
Hypothesis :
 1. The consumer preference are different between male and female.
2. The consumer preference are different among the age groups.
3. Each gender group has different consumer preference toward the ads.
4. Each generation group has different responses toward the ads.

9. Research Question 2
Are the consumer’s preference different toward the Adidas or Brooks’ ad?
ANOVA N
Mean
Sig.
adidas 19
4.5789
0.015
brooks 20
6.3
Total 39
5.4615
6.4737
3.3
4.8462
4.586
0.011
6.5917
5.6145
a. GENDERNUM = male

10. Research Question 2 Generation X N Mean Sig. familiarity adidas 3N
Mean
Sig.
familiarity
adidas 3
8.3333
0.024
brooks 6
3.1667
Total 9
4.8889
a. generation = genX

11. Research Question 2 Generation Y N Mean Sig. attention adidas 22N
Mean
Sig.
attention
adidas 22
4.2727
0.003
brooks
6.2273
Total 44
5.25
involve
4.4091
0.013
6.0909
familiarity
5.7727
0.007
3.5
4.6364
AD_APPEAL
4.3364
0.039
5.4898
4.9131
AD_COMPLEXITY
4.5076
0.009
6.3333
5.4205
a. generation = genY

12. Research Question 3 Hypothesis :
What is the overall consumer different preferences between Adidas and Brooks?
Hypothesis :
 1. Adidas products are more familiar to the survey takers than Brooks.
Sig: 0.00 N
Mean
FAMILIARITY
Adidas 28
6.3929
Brooks
3.4286
Total 56
4.9107
2. The Brooks ad is slightly more appealing than the Adidas ad.
Sig: 0.045 N
Mean
AD_APPEAL
Adidas 28
4.4405
Brooks
5.3634
Total 56
4.9019
3. The Brooks ad is more complicated than the Adidas ad.
Sig: 0.004 N
Mean
COMPLEXITY_OF_AD
Adidas 28
4.719
Brooks
6.3988
Total 56
5.5589

13. CONCLUSION