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Market Research Service Learning Project: Loyola University Chicago and Chicago Fair Trade

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Market & Consumer Survey students at Loyola University Chicago partnered with Chicago Fair Trade (CFT) to explore how to launch a fair trade soccer ball product line to generate new revenue streams and increase awareness of the fair trade mission. Initial results from a descriptive survey are presented here representing a 10% response rate with 189 cases of data collected from people who have opted into CFT's email list as well as undergraduate business and communications students. This represents an application of service-learning in the context of a required marketing course to earn a Bachelors of Business Administration. Eighty-two students participated in the project to be renewed in the Fall of 2010.

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Market Research Service Learning Project: Loyola University Chicago and Chicago Fair Trade

  1. 1. Mark 311 Market & Consumer Survey Fall semester Data analysis solutions set Presented to Nancy Jones 2 December 2009
  2. 2. Welcome Chicago Fair Trade! <ul><li>Today’s Roundtable debrief Objectives: </li></ul><ul><li>Overview of the data collection process and sample selection </li></ul><ul><li>Team presentations of Solution Sets for possible recommendations </li></ul><ul><li>Next steps for analysis </li></ul>
  3. 3. Research Methodology Formulate Problem Determine Data Collection Method Determine Research Design Design Data Collection Forms Analyze and Interpret the Data Prepare the Research Report Design Sample and Collect Data
  4. 4. Managerial Decision Opportunity & Research Objectives <ul><li>How can Chicago Fair Trade successfully launch Fair Trade Sports soccer balls in Chicagoland? </li></ul><ul><li>Determine which types of schools will be best receive the product. </li></ul><ul><li>Discover which advertising techniques will generate shopper traffic to website. </li></ul><ul><li>Determine the demographics of people who consume other fair trade products. </li></ul><ul><li>Determine what geographic area of Chicago land will best receive the product. </li></ul>
  5. 5. Sample plan: Non-probability Convenience Some snowball Results: 10% response Rate with no follow-up message needed!
  6. 6. Team Pakistan
  7. 10. Eboni, Adrian, Bryan, John, Remington
  8. 11. How often do you play soccer? Answer Options Response Percent Response Count Never 85.9% 146 1-2 times per month 11.8% 20 3-4 times per month 1.2% 2 5-6 times per month 0.0% 0 7 or more times per month 1.2% 2 answered question 170 skipped question 0
  9. 12. How frequently do you purchase soccer balls? Answer Options Response Percent Response Count Several times a year 2.4% 4 Once a year 7.1% 12 Once every 2 years 3.5% 6 Once every 3 years 4.1% 7 Once every 4+ years 6.5% 11 Never 76.5% 130 answered question 170 skipped question 0
  10. 13. How much to you usually pay for a sport ball? Answer Options Response Percent Response Count $30 or less 25.9% 44 $31-$40 5.9% 10 $41-$50 5.3% 9 $51-$60 0.6% 1 $61 or more 0.6% 1 I do not purchase sport balls. 61.8% 105 answered question 170 skipped question 0
  11. 14. What is your gender? Answer Options Response Percent Response Count Female 79.4% 131 Male 20.6% 34 answered question 165 skipped question 5
  12. 15. Callie, Sara, Stephanie, Alina
  13. 16. <ul><li>The majority of consumers who purchase soccer balls pay $30 or less per ball. </li></ul><ul><li>About 65% of the respondents who rated the importance of quality in a soccer ball, consider it as extremely important . </li></ul><ul><li>We believe, in order to be competitive, Fair Trade soccer balls must focus on maximizing quality, while maintaining an appealing price of $30 or less. </li></ul>
  14. 17. <ul><li>The majority of people who do purchase soccer equipment, purchase it in specialty stores. </li></ul><ul><li>While it may not be possible at the moment, we believe that in order to better market soccer balls in the Chicago metro area, Chicago Fair Trade will need to sell their balls primarily in sporting goods stores. </li></ul>
  15. 18. Catie, Kate, Laura Melissa, Pat
  16. 22. The team that didn’t win…
  17. 25. Percentage of respondents willing to purchase soccer balls at given prices
  18. 26. Factors that affect purchase decisions for soccer balls <ul><li>84% of respondents claim that price is an important factor in their purchase decisions </li></ul><ul><li>64% of respondents claim that a good cause is an important factor in their purchase decisions </li></ul>
  19. 27. Jessica, Jordan, Scott, Marty
  20. 31. Amy, Vanessa, Matt
  21. 36. Brittany, Courtney, Lisa, Tim
  22. 37. How often do you play soccer – familiarity w/Fair Trade
  23. 38. Level of interest in soccer – familiarity w/Fair Trade
  24. 43. The team that did win . . .
  25. 48. Thank you! Next steps . . .

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