Nike Understanding Key Drivers of Branding.

In a pretest, data on Nike were obtained from 45 respondents. They are interested in understanding consumer attitudes and usage to determine opportunities to better promote the brand to gain more market share in the competitive athletic shoe industry.These data are given in the Nike file on the course site.The data shows the usage, sex, awareness, attitude, preference, intention, and loyalty toward Nike from a sample of Nike users.Usage has been coded as 1, 2, or 3, representing light, medium, or heavy users.The sex has been coded as 1 for females and 2 for males.Awareness, attitude, preference,purchase intention, and loyalty are measured on 7-point Likert- type rating scale (1very unfavorable to 7 very favorable).Note that five respondents have missing values that are denoted by 9.

Questions:

1.What is the decision problem and research problem?

Decision problem : How to gain more market share for Nike in the future?

Research problem:What's the better way to promote the brand? What's consumers' attitudes and usage?

2.Describe respondents in terms of their loyalty, awareness, purchase intent and attitude for Nike

3.Do men and women differ in their loyalty, awareness, purchase intent and attitude to Nike?

4.What variables are strongly related to purchase intent, what is the nature of the relationship

and what does it mean for Nike.

5.What variable (s) is/are a key driver (s) of purchase intent for Nike?