In this slide share, I create a survey and research, which race would be the most profitable to target for a luxury goods retailer.

1. Stephanie Lazio
Saori Hasumi
Toyomi Uemura
Angela Romero
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2. Assumptions
Nordstrom 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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3. Executive Summary
The 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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4. Objectives
 To 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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5. 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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6. General Findings
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7. Survey Respondents by Gender
Distribution of Gender
Male
35%
Female
65%
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8. Survey Respondents by Race
Race
26% 32%
White
Asian
Other
42%
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9. Findings on Race Differences
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10. Findings on Race Differences
cont’d:
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11. Findings on Race Differences
cont’d:
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12. Findings on Gender Differences
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13. Findings on Gender Differences
cont’d:
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14. Findings on Gender Differences
cont’d:
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15. Analysis
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16. Comments
Q2: 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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17. Comments
Q6: 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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18. Comments
Q19: 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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19. Managerial recommendations
We 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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20. Appendix
*To open the file, please double click the icon.
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21. Evaluation
*To open the file, please double click the icon.
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