Faculty of Health and Wellbeing
BSc (Honours) Sport Business Management
Title: A Study of Marketing Mix (4Ps) about the Vibram FiveFingers in Hong Kong
Name: LI TSZ YAN
Student No: 9120 6467
Month Year: April 2011
Sheffield Hallam University
Faculty of Health and Wellbeing
Title: A Study of Marketing Mix (4Ps) about the Vibram FiveFingers in Hong Kong
FULL NAME: LI TSZ YAN
STUDENT No: 9120 6467
Supervisor: Mr Adrian Liu
In partial fulfilment of the requirements for the degree of Bachelor of Science in Sport Business Management.
Month Year April 2011
1 Acknowledgements
Firstly, I would like to express my great appreciation to my dissertation supervisor, Mr.
Adrian Liu. His suggestions and assistance were helping me to solve the problems. His pedagogy was helping me to understand the information easily and overcome the difficulties in doing the dissertation. If my dissertation is successful, that is his substantial support and guidance on the project.
Secondly, I would like to express my appreciation to the owners of Escapade Sports, Mrs.
Stefanie Hemshall and Mr. Christisian Ross. They approved my application and allowed me to conduct the interview in their shop. Let me collected the useful information easily.
Also, Mr. Ross provided some recommendation for me. They are very kind and helpful.
At this moment, I would like to appreciate again for all people who helping me before.
Thank you.
2 Abstract
In 2005, Vibram announced a revolutionary concept: “walking ‘barefoot’” and created a foot glove which was a true “second skin” of the feet and its call “FiveFingers®”. They believed that human should be barefoot when we born. Wearing shoes was making the feet easier to get injury. This concept was popular in Europe and America. Most of them know that what FiveFingers® is. However, FiveFingers® launched about two years in Hong
Kong. Only two sports retail shop to promote these shoes. This study would like to find out which way can help the development of Vibram FiveFingers® in Hong Kong.
Marketing Mix Strategy is the main part of this study. According to the Product, Price,
Promotion and Place (4Ps) to understand which factor is important for FiveFingers®.
Adidas and Nike should be the examples involved in this study. On the other hand, consumer buying behavior will include in the study. Also, a survey will conduct in one of the sports retail shop. Analyze the data after the interviews by primary research and secondary research. Some of the recommendations on 4Ps for Vibram FiveFingers® will put at the end.
3 Contents
Acknowledgements Ⅱ
Abstract Ⅲ
Contents Ⅳ-Ⅶ
List of Figures Ⅷ
List of Table Ⅸ
1 Introduction 1.1 General introduction P.1-P.2 1.2 Purpose of study P.3-P.4 1.3 Significance of the study P.5 2 Review of Literature P.6 2.1 Marketing Mix P.6 2.1.1 Product P.7 2.1.2 Price P.7-P.9 2.1.2.1 Pricing Strategies Matrix P.8 2.1.2.1.1 Economy Pricing P.8 2.1.2.1.2 Penetration Pricing P.8 2.1.2.1.3 Price Skimming P.9 2.1.2.1.4 Premium Pricing P.9 2.1.3 Place P.9-P.10 2.1.4 Promotion
4 P.10-P.11 2.2 The Marketing Mix of Other Competitors in HK P.12-P.14 2.2.1 Adidas P.12 2.2.1.1 Product P.12-P.13 2.2.1.2 Place P.13-P.14 2.2.1.3 Price P.14 2.2.1.4 Promotion P.14 2.2.2 Nike P.15-P.18 2.2.2.1 Product P.15-P.16 2.2.2.2 Place P.16-P.17 2.2.2.3 Price P.17 2.2.2.4 Promotion P.17-P.18 2.3 Consumer behavior P.19 2.3.1 Culture P.20 2.3.2 Social Class P.20 2.3.3 Age Group P.20-P.21 2.3.4 Reference group P.21 2.3.5 Bio-mechanic P.21-P.22 2.4 Hypotheses P.23
5 3 Methodology 3.1 Participants P.24 3.2 Instrumentation P.24 3.2.1 Questionnaire of the research P.24 3.2.1.1 Part one: Demographic P.24 3.2.1.2 Part Two: Consumer Behaviour of Sports shoes P.25 3.2.1.3 Part Three: Consumer Behaviour P.26 3.2.2 Method of the data collection P.27 3.3 Statistical analysis
3.3.1 Statistical Package for the Social Sciences (SPSS) P.28 3.3.1.1 T-test P.28 3.3.1.2 One-way Analysis of Variance (One-way ANOVA) P.28 4 Result and Discussion P.29 4.1 Demographic Information of Respondents P.29 4.1.1 Gender P.29 4.1.2 Age P.30 4.1.3 Academic Background P.30 4.1.4 Careers / Professions P.31 4.1.5 Monthly Income P32
6 4.1.6 The Most Frequently Participated Sport P.33 4.2 Get the information about the launch of new sports shoes P.34-P.35 4.3 Usually exchange or share sports shoes information with respondent P.35 4.4 Different of the Spent Amount on Sports Shoes and Gender P.36 4.5 Different of the Brand image, brand celebrity and Gender P.37 4.6 Relationship in Product, Price, Promotion, and Place in FiveFingers® P.38 4.7 Relationship between Promotion and Brand Image and Celebrity P.39 4.8 Most Important Factor of Marketing Mix in FiveFingers® P.40 4.9 Proof the Hypotheses P.41 5 Conclusions and Recommendations 5.1 Recommendation P.42 5.1.1 Set up target customers P.42 5.1.2 Product P.42 5.1.3 Price P.43 5.1.4 Promotion P.43-P.44 5.1.5 Place P.44 5.2 Conclusion P.45
7 References P.46-P.48 Appendix 1: FiveFingers (from Tomlinson Inc.) Appendix 2: VFF study (from Vibram)
Appendix 3: Questionnaire - The important Factors of Consumers' Buying Behaviour on Sports Shoes Appendix 4: Questionnaire - The important Factors of Consumers' Buying Behaviour on Sports Shoes (chinese version)
8 List of Tables
Table 3.1 Questions of Consumer Behaviour (base on 4P) P.26
Table 4.1: Respondent got the information about the launch of new sports shoes
P.34
Table 4.2: Usually exchange or share sports shoes information with Respondent
P.35
Table 4.3: Independent Sample t-Test between the amounts of spent money on sports shoes and Gender P.36
Table 4.4: Group Statistics of the amount in spent money on sports shoes between Male and Female P.37
Table 4.5: Independent Sample t-Test between the Brand images, Brand celebrity and Gender P.38
Table 4.6: Group Statistics of Brand image, Brand celebrity between Male
and Female P.38
Table 4.7: Relationship of Product, Price, Promotion, and Place P.39
9 Table 4.8: Relationship between Promotion and Brand P.39
Table 4.9: Most important factor of Marketing Mix in FiveFingers® P.40
Table 4.10: Proof the Hypotheses P.41
10 List of Figures
Figure 1.1: The usage of FiveFingers in different sports with different model. P.4 Figure 2.1: 4Ps in the Marketing Mix. P.6 Figure 2.2: Pricing Strategies Matrix P.8 Figure 2.3: Influences on and of consumer P.19 Figure 4.1: Gender of the Respondents P.29 Figure 4.2: Age group of the respondents P.30 Figure 4.3: Academic Background of the respondents P.30 Figure 4.4: Careers or Professions of the respondents P.31 Figure 4.5 Monthly Income of the respondents P.32 Figure 4.6: The Most Frequently Participated Sport of respondents P.33
11 Chapter 1 – Introduction
1.1 General introduction
“Healthy lifestyle”, which is including eating healthy, avoids excessive fats, sugar and alcohol. No nicotine, drink enough water in daily as well as exercise (Bovo, 1996). This became a new lifestyle in the future because the Government and the academic's reports promoted a healthy lifestyle constantly. Furthermore, people began to understand the importance of health and it can impact their life. However, exercise is one of the important past on it and it can help us to maintain a healthy weight and is a source of cardiovascular and physical health (Hampton, 2010).
In 21 century, exercise is not only a physical need. It also can be fashionable, regular habit, free of charge, modern, professional etc. Even in the normal life, people always seek for the high quality equipments or service. Therefore, they request for the professional gear to support their need during exercise. When people keep looking for the new and professional gear for themselves, a pair of the footwear was appeared on 2005.
Vibram®, a company of the world leader in high performance rubber soles, developed a range of high performance products, suited to various uses. The synonymous of brand were quality, performance and safety. In 2005, Vibram announced a revolutionary concept:
“walking ‘barefoot’”. They created a foot glove which was a true “second skin” of the feet.
This was “FiveFingers®” (Vibram, 2008).
“When we first introduced Vibram FiveFingers® to the world, it was the beginning of a revolution.” (Vibram FiveFingers, 2010 a)
Vibram Fivefingers® was a concept unlike any other which was unrivaled alternative to conventional footwear. Its patented design mirrors the flex points and silhouette of the foot to propel the body forward and promoted a more natural gait. This was the first and the only footwear to offer the exhilarating freedom of going barefoot with the protection and
12 sure-footed grip of a Vibram® sole. Vibram FiveFingers® footwear acts like a second skin to shield your feet from hot surfaces and rugged terrain. At the same time, it liberated your body to move in a healthy, more natural way (Hit a Bargain, 2010).
Barefoot, means for a person not to use, or to go without, any type of footwear. For all of human evolutionary, ancient, and modern history and for much of the time today, being barefoot has been and is normal, at least for part of the day. Until someday, people found that many risks and benefits to health associated with going barefoot. Durable shoes were a much more recent invention. Footwear provided protection against many of the cuts, abrasions, and bruises, from objects on the ground, as well as protection from frostbite and parasites like hookworm. Patients with diabetes also faced a greater risk of injury by going barefoot as well. However, many shoes also limited the flexibility and mobility of the foot, and they can lead to higher incidences of flat feet or toes that curve inwards. Walking barefoot also results in a more natural gait, allowing for a more rocking motion of the foot and eliminating the hard heel strike and generating less collision forces in the foot and lower leg (Wikipedia, 2010).
Vibram FiveFingers® believed that it can allow the foot to relive that sensation. The footwear deepened the connection to the earth and the surroundings. FiveFingers enhance the sense of touch and feel, while improving foot strength, balance, agility, and range of motion. Because wearing Vibram FiveFingers® was so close to going barefoot, people can enjoyed the health and performance benefits of barefooting without some of the risks (Vibram FiveFingers, 2010 b).
1.2 Purpose of study
In the foreign country, FiveFingers® was famous because they thought that it was natural and good for health. This alternative to conventional footwear delivers a number of health benefits including improved balance and agility, a more natural walking motion, and less
13 back pain. FiveFingers footwear is the next best thing to going barefoot. When Vibram launched the FiveFingers® in North America, Vibram USA invited a brand experts and creative company, Tomlinson, to build up the image, created a website and design the write an owner’s manual to help explain the technology and applications for Vibram
FiveFingers®. Tomlinson created a new category to them, after that, the sales have grown an average of 25% a year. In addition, Vibram FiveFingers® has been featured in the famous magazine, such as Runner’s Would, New York Times, Health & fitness, etc. Also,
TIME magazine named Vibram FiveFingers® on the “BEST INVENTIONS of 2007”. It was a successful brand development and promotion after Tomlinson made the category (refer to Appendix 1).
However, the barefoot concept was not universal in Hong Kong. People had the long term conception and history of wore footwear. It was not easy to change their mind.
The aims of the research were how to develop the market of FiveFingers® in Hong Kong, promoted the FiveFingers® footwear as well as the barefoot concept to the adult. The target group was focus on the adult in Hong Kong. One of the reasons was because the purchasing power of adult was very high. A report from Hong Kong Sports Institute (HKSI), the content was about the sports participation survey in 2001. Inside the executive summary, a part was mentioned the trends in adult spending on sport. The total expenditure on sports was $8.8 billion. Nearly half of the adult spent on sports related foods or services on the 12 months prior to the 2001 survey, with average annual spending of $3,393 per capita (HKSI, 2003).
On the other hand, Hong Kong people were easy to accept the new things. If anyone can proved that the function and the advantage of the FiveFingers® and the barefoot concept were good for health, they will interest on it and try to use and follow it.
14 Also, FiveFingers® had different models which were suitable for different sports, such as running; yoga, travel, and climbing (refer to Figure 1). Multi purpose footwear was a convenient hardware for the Hong Kong people because of their working schedule. Most of the people were work in shift or an unfixed working hour, so they were exercise before or after their work only. FiveFingers® could be a good partner for exercise and casual wear.
Figure 1.1: The usage of FiveFingers in different sports with different model.
1.3 Significance of study
The concept and the idea of FiveFingers® were very good which represented a health and natural lifestyle. The design of this footwear could promote the more natural gait. That should be a good idea to promote the FiveFingers® to Hong Kong even the market of other sports footwear was successful and have better odds in the footwear market.
So, there was the time to build up the Hong Kong market. This was a meaningful study to find out how can make the right promotion and increase the market share of the
FiveFingers® in Hong Kong.
15
Chapter 2 – Review of Literature
In order to understand the ways of enter to a new market of a brand, and how to get the right promotion of FiveFingers®, the prior related researches, academic theories and the scholars researches should be some good materials to review and referable. In addition, found out the influences which can affect the decision marking of the consumer and the effective promotion ways also can help to analyzed how to increase the market share and the promotion of FiveFingers® in Hong Kong.
2.1 Marketing Mix
16 “The marketing mix elements in such a way that they complement each other and positively influence customers' value perception and behaviors” (Churchill and Brown,
2004, p.5)
The term "marketing mix" was coined in 1953 by Neil Borden, and Professor E. Jerome
McCarthy reduced the marketing mix concept to 4 elements in 1960. The elements of the marketing mix were often referred to Product, Price, Place and Promotion (see Figure 2)
(Wikipedia, 2010 b). If a right product was sold at the right price with the most suitable promotion in a right place that could be a successful marketing mix. So, created a right marketing mix had to follow the characteristics of the 4Ps. Marketing mix should be an important part on this research.
Figure 2.1:
4Ps in the Marketing Mix.
2.1.1 Product
Product can define to a tangible object or intangible service and it was influence the consumer decision directly. Thus, ensure that an adequate understanding of customer needs, preferences and requirements had to developed (Mullins and Walker, 2010). Also, the right features, brand image and the brand name as well as any after-care service of the products were important.
In Hong Kong, FiveFingers® was a new brand, and only active in the foreign people market, but it had a special image and features, so that it can easier to make an impression to the people. Even Vibram was a world famous brand in high performance
17 rubber soles, covered many of the shoe products and have good quality of their product.
However, many brands of the sports footwear had been developed in Hong Kong before, such as Asics, Adidas, Nike, and Timberland. FiveFingers® would like to develop the market in Hong Kong, it had to focus on multi functions as well as the “barefoot” concept to build up the market. Otherwise, FiveFingers® had an attractive outlook and a mature development in foreign country, which can help them to build up the local market simplify.
2.1.2 Price
It was represented how much did the consumer had to pay, also represented the value of the product. Setting the price of the product was important because it was one of the images to provide to the customers. Too high or too low could affect the market positioning. At the same, if the price too high, it would affect the consumer purchasing decision. If the price too low, it would make the brand become lower level.
2.1.2.1 Pricing Strategies Matrix
Choosing a right pricing strategy was effective to develop the image and the market positioning. A pricing strategies matrix involved four elements and base on the product quality and price (see Figure 3), which were Economy Pricing, Penetration Pricing, Price
Skimming and Premium Pricing (Iordan and Chisholm, 2006).
The four elements were described below:
Figure 2.2: Pricing Strategies Matrix
(Source from
www.marketingteacher.com)
18
2.1.2.1.1 Economy Pricing
This was a no-frills low price. The cost of marketing and manufacturing are kept at a
minimum (Iordan and Chisholm, 2006).
2.1.2.1.2 Penetration Pricing
The price charged for products and services is set artificially low in order to gain
market share. Once this was achieved, the price was increased (Iordan and
Chisholm, 2006). Meissner (2010) also stated that Penetration strategy was the price
war, this strategy goes for the deepest price cuts, driving at every moment to have
the price be the lowest on the market.
2.1.2.1.3 Price Skimming
Charge a high price because company has a substantial competitive advantage.
However, the advantage is not sustainable. The High price tends to attract new
competitors into the market, and the price inevitably falls due to increased supply
(Iordan and Chisholm, 2006).
2.1.2.1.4 Premium Pricing
Use a high price where there was uniqueness about the product or service. This
approach was used where a substantial competitive advantage exists (Iordan and
Chisholm, 2006).
FiveFingers® designed by Vibram. The shoe’s design was unique and best quality. Also, it was the only one pair of shoe in the world designed as a glove style, so that FiveFingers®
19 can under the premium pricing strategy. At this moment, the retail price of FiveFingers® in
Hong Kong was from $890 to $1,290 (Overlander, 2011 A).
2.1.3 Place
Place was concerned with various methods of transporting and storing goods, and then making them available for the customer. FiveFingers® was classified to the retail item, so that the retail shops should be one of the places. Getting the right product to the right place at the right time involves the distribution system. The choice of distribution method will depend on a variety of circumstances.
In Hong Kong, only have two retail companies were selling FiveFingers®. The first one who launched the FiveFingers® in Hong Kong was Escapade Sports (Escapade Sports,
2011 A). Escapade Sports was a retail shop which focused on stocking previously unavailable sports gear, such as Triathlon, Hockey, and Netball (Escapade Sports, 2011
B). The shop located in Causeway Bay, one of the main shopping areas in Hong Kong and nearby the main transportation like MTR. People can easy to found the shop. The shop owner was a foreign couple and the shop was famous in the specific sports players and foreigners in Hong Kong. Also, over half of their staff was professional sport players.
They can provide the useful suggestion to the customers.
The other one was The Overlander Outdoor World which was a one of the most sizable and experienced outdoor products chain stores in Hong Kong. The shop selected the most suitable apparel, gears and other outdoor products from all around the world for the outdoor activity lovers in Hong Kong. The Overlander Outdoor World has six retail shops in Hong Kong and located in Mong Kok, Tsim Sha Tsui, Causeway Bay, Shatin and Tsuen
Wan. It can covered most of the people and more convenient for the customers
(Overlander, 2011 B).
20
However, these two shops were less motivation to promote the FiveFingers®. They only introduced it to their visible customers. The Overlander Outdoor World was put on display and introduced in the website. Escapade Sports was introduced in their home page and facebook, and also has the special display corner for FiveFingers®.
2.1.4 Promotion
Promotion is the business of communicating with customers. It provided the information to help the consumer to do the decision making on purchasing the product. It can affect the consumer in anytime because promotion can appear in anywhere and anyways. Even some creativity, trickery, funny video advertising, or the advertising showing on magazine, newspaper which were enough to attract people to take a look.
The cost associated with promotion or advertising goods often represents a sizeable proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output.
Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost-effective.
FiveFingers® was less promotion in Hong Kong. It only has two retailers so there were fewer channels to distribute the product. It cannot open the new market in Hong Kong.
21
2.2 The Marketing Mix of Other Competitors in HK
Many sport brands were developed their market long time ago in Hong Kong. They have the specific target market and marketing mix development. Adidas and Nike were the example and listed as below.
2.2.1 Adidas
The company Adidas was founded in the early 1920s as Gebruder Dassler Schuhfabrik, in
Herzogenaurach in Germany. Adolf Dassler designed a pair of sport shoes in 1925 and few years later he and his brother Rudolph were selling special shoes for tennis players and began design specific shoes for different sports. The family company split in 1948.
After the split, Adolf (Adi) Dassler founded Adidas and his brother Rudolph founded Puma.
The three-stripe logo was designed in 1941 by Adi Dassler and he registered it as a trademark for Adidas after the split.
The strength of Adidas was its product innovation. Adi Dassler registered more than seven hundred patents. Adidas began selling its shoes in the United States after 1968 and in few years the company dominated the American market. The most important marketing
22 breakthrough was the active promotion of global sporting events, especially the Olympics.
The connection of Adidas to the Olympics has a rich heritage. At the 1972 Olympic game in Munich, every official wore Adidas (Rahman, 2009).
2.2.1.1 Product
Adidas Sport Performance offered products in most sports categories. The key focus categories were: Football, Basketball, Running, Training and Outdoor. Furthermore,
Adidas Sport Performance was focusing on interactive and customization as key growth drivers across categories. A perfect example of this was “Adidas miCoach”, which was the world’s first web-based personalized training service. It combines state-of-the-art training with a personalized web service and real-time audio coaching. It was compatible with all
MP3 players and available as an application on various smart phones such as iPhone and
Blackberry. miCoach was a clear highlight of our focus on innovation to help make athletes better and “fit for performance” (Adidas, 2011 A). Otherwise, Adidas website was launched in the spring of 2000. It was later integrated with e-commerce capabilities during that summer. They provided different service in the website, such as engine, communication platform.
On the other hand, Adidas cooperated with different designers to created new Adidas sport style. For example Y-3, this was the pioneering sportswear label of Adidas. The “Y” stands for Yohji Yamamoto, the “3” represents Adidas’ three signature stripes and the “-
“signifies the link between the two. Y-3 targets a sophisticated, forward-thinking fashion consumer and has enabled Adidas to enter the premium sports fashion market segment.
Growing demand from consumers has led Y-3 to open its own mono-branded stores, and today it has stores in major cities such as New York, Los Angeles, Miami, Las Vegas,
Paris, Milan, Dubai, Singapore, Shanghai and Beijing. 2011 will see the opening of additional Y-3 stores in other influential cities in the USA, Asia and Europe and it will
23 expand its business by launching the global e-commerce site Y-3store.com (Adidas, 2011
A).
2.2.1.2 Place
Adidas has 10 branches in Hong Kong and all of the shops were spread in Kowloon and
Hong Kong side. At the same time, Adidas was become a wholesaler. They allowed other sports retailers to sell their products. 422 franchised dealers and license retailers were located in everywhere (Adidas, 2011 B). In addition, Adidas has 3 outlet stores in Hong
Kong which located in Kwun Tong, Lai Chi Kok and Tung Chung. After the season off and the seasonal sale in the shop, the old stock was send to outlet store to keep on sale.
2.2.1.3 Price
Adidas adopted the pricing strategy between middle to high price. It depended on which product line. If Y-3 or Stella Mccartney, that was the higher price product. However, some of the special discount or sales were provided, seem like seasonal sales.
2.2.1.4 Promotion
In 2003, Adidas launched the new brand advertising campaign –"Impossible is Nothing".
The campaign integrated television, print and outdoor advertising, point-of-sale and internet and features 22 athletes in total, from various sports and regions, showcasing
Adidas' unrivaled broad involvement in sports and unique relationships with athletes
(Adidas, 2004).
On the other hand, Adidas conducted many creative and funny advertising. Some of the advertising involved the sport stars, such as Yao Ming and Beckham. Also, they was sponsored the major sports event to increase their brand image, for example 2008 Beijing
24 Olympic and 2010 FIFA World Cup™ (Adidas, 2005). Road Show and Internet Promotion were other promotion ways of Adidas. They were set up exhibition, party, and road show to promote their product and new concept. Membership was another promotion way of
Adidas. Membership discount and activities were specific for the members.
2.2.2 Nike
Nike was the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). The company was founded in January 1964 as Blue
Ribbon Sports by Bill Bowerman and Philip Knight, and officially became Nike, Inc. in
1978. The company takes its name from Nike, the Greek goddess of victory. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike
Skateboarding and subsidiaries including Cole Haan, Hurley International, Umbro and
Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and
2008. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Nike town name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo (Wikipedia, 2011).
2.2.2.1 Product
Nike produced a wide range of sports equipment. Their first products were track running shoes. They currently also make shoes, jerseys, shorts, baselayers etc. for a wide range of sports including track and field, baseball, ice hockey, tennis, association football
(soccer), lacrosse, basketball and cricket. Nike Air Max was a line of shoes first released by Nike, Inc. in 1987. The most recent additions to their line were the Nike 6.0, Nike NYX, and Nike SB shoes, designed for skateboarding. Nike has recently introduced cricket shoes, called Air Zoom Yorker, designed to be 30% lighter than their competitors'. In 2008,
25 Nike introduced the Air Jordan XX3, a high-performance basketball shoe designed with the environment in mind.
Nike produced an assortment of products, including shoes and apparel for sports activities like association football, basketball, running, combat sports, tennis, American football, athletics, golf and cross training for men, women, and children. Nike also provided the shoes for outdoor activities such as tennis, golf, skateboarding, association football, baseball, American football, cycling, volleyball, wrestling, cheerleading, aquatic activities, auto racing and other athletic and recreational uses. Nike was well known and popular in youth culture, chav culture and hip hop culture as they supply urban fashion clothing. Nike recently teamed up with Apple Inc. to produce the Nike+ product which monitors a runner's performance via a radio device in the shoe which links to the iPod nano. While the product generates useful statistics, it has been criticized by researchers who were able to identify users' RFID devices from 60 feet (18 m) away using small, concealable intelligence motes in a wireless sensor network.
In 2004, they launched the SPARQ Training Program/Division. Some of Nike's newest shoes contain Flywire and Lunarlite Foam. These are materials used to reduce the weight of many types of shoes. The 2010 Nike Pro Combat jersey collection will be worn by
Miami, Alabama, Boise State, Florida, Ohio State, Oregon State, TCU, Virginia Tech,
West Virginia, and Pittsburgh. Teams will wear these jerseys in key match ups as well as any time the athletic department deems necessary (Wikipedia, 2011).
2.2.2.2 Place
Nike has 100 branches in Hong Kong, and there were included franchised and license retailers. The shops were located in everywhere (Nike, 2011). However, their own stores and concept shops were located in hot shopping area only, such as Causeway Bay and
26 Mong Kok. Also, Nike has 2 outlet stores in Hong Kong, which were located in Kwun Tong and Tung Chung.
2.2.2.3 Price
Nike adopted the pricing strategy in middle price. However, some of the special discount or sales were provided, seem like seasonal sales.
2.2.2.4 Promotion
Nike lured customers with a marketing strategy centering on a brand image which was attained by distinctive logo and the advertising slogan: "Just do it". Nike promoted the products by sponsorship agreements with celebrity athletes, professional teams and college athletic teams. However, Nike contained many elements besides promotion. In
2004, an ad about LeBron James beati cartoon martial arts masters and slaying a
Chinese dragon in martial arts offended Chinese authorities, who called the ad blasphemous and insulting to national dignity and to the dragon. The advertisement was later banned in China. In early 2007 the ad was reinstated in China for unknown reasons.
In addition, Nike pays top athletes in many different sports to use their products and promote or advertise their technology and design. Nike sponsors several of the world's top golf players, including Tiger Woods, Trevor Immelman and Paul Casey. Also, Nike was the official kit sponsor for the Indian cricket team for 5 years, from 2006 till end of 2010.
They was the signing of basketball player Michael Jordan in 1984, with his subsequent promotion of Nike over the course of his storied career with Spike Lee as Mars Blackmon, that proved to be one of the biggest boosts to Nike's publicity and sales (Wikipedia, 2011
A).
27 Nike also set up a Nike club in Hong Kong. When the people become a member, the benefit of the membership was provided. For example discount in each purchasing, free gift and discount coupon.
28 2.3 Consumer behavior
According to different kind of the marketing factors were involved in the market, some of the factors were affect the consumer buying behavior.
Consumer behavior involves the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions, such as whether or not to purchase a product and, if so, which brand and where. Interpret information, make plans, and implement these plans. Sources were influence on the consumer (refer to Figure 4).
The consumer faces numerous sources of influence. Often, people take cultural influences for granted, but they are significant. Physical factors also influence our behavior. We are more likely to buy a soft drink when we are thirsty, for example, and food manufacturers have found that it is more effective to advertise their products on the radio in the late afternoon when people are getting hungry. A person’s self-image will also tend to influence what he or she will buy. Social factors also influence what the consumers buy - often, consumers seek to imitate others whom they admire, and may buy the same brands. The social environment can include both the mainstream culture and a subculture.
For example, Americans are more likely to have corn flakes or ham and eggs for breakfast than to have rice, which is preferred in many Asian countries. Thus, sneaker manufacturers are eager to have their products worn by admired athletes (USC Marshall,
2008).
Figure 2.3: Influences on and of consumer behavior.
2.3.1 Culture
29 Hawkins, Best and Coney (2004, P.42) presented that Culture was the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquires by humans as members of society. Different cultures of consumers were contributed different views and perception on FiveFingers®. Mooij (2004, P28) showed that the Culture was not only in the head, but also “out there”, and it was a combination of mental processes, situation, and context that influences behavior. Different cultures consisted of different lifestyle. So that, understand the consumer culture background was in need to analyze their behavior and perception on the production.
2.3.2 Social Class
Solomon (2002, P389) said that social class was determined by a complex set of variables, including incomes, family background, and occupation. All of these factors were affected the consumer social class. They accorded their income level to make a decision in the buying process. However, Peter and Olson (2005, P340) stated that social classes were useful for investigation the process by which consumers developed their characteristic beliefs and values, and behavior patterns. So that, social class influenced consumer buying behavior, for example purchased some expensive items.
2.3.3 Age Group
Age group was one of the factors to affect the consumer buying behavior on FiveFingers® because people have distinctive values and behavior in different age. Teenager spent more money on the product and has perception and values on purchasing different form adult. Solomon (1992) said that the teenagers exert a big influence on the buying decision to the parents. They were increasing purchase products on behalf of the family.
Otherwise, the mature consumers spent more money on item on home consumption
(Peter and Olson, 2005). They spent more time to enjoy entertainment and activities, so that mature consumers were another factor to affect the market.
30
2.3.4 Reference group
Peer group, coach and Family were specific list out on here. Peter and Olson (2002) stated that a reference group involved on or more people whom someone used as a basis for comparison or point of reference in forming affective and cognitive responses and performing behaviors. They also said that if the information was reliable, consumers were tending to be more influenced by reference group. If the information of FiveFingers® was informed by their coach, it was more trustworthy, so that family members, coach and friends were affected the consumer buying behavior.
2.3.5 Bio-mechanic
Vibram conducted a research study in 2010 to prove the practicality of FiveFingers®. The aims of the study were compare barefoot and shod running and assessed if Vibram
FiveFingers®. The company thought that the runners were not accustomed to running barefoot have their natural foot structure weakened by long-term footwear use and their proprioceptive sensitivity reduced. So they could be less effective in adapting their running style when running in this condition.
Vibram used about one month to do the subject selection, control the shoe choice and collected the foot size data. Then, given the FiveFingers® to the subjects and control that was the correct size to the subjects. In after 11 days, the first laboratory conducted,
Treadmill Tests, which was a test about 1 bout of 5 min for each condition at 12 km/h.
This test was using to measure the foot and ground pressure and the VO2 and heart rate.
The other 7 days, the second laboratory conducted, Overground Tests. Each condition has 5 trials for in the Overground Test. It for measured the kinematic, ground force and the muscular activity. For the result, the subjects who using FiveFingers®, the pressure line length was longer with running shoe and lower barefoot. The strike index higher with
FiveFingers® and barefoot this means the foot lands more towards the forefoot.
31 Compared the FiveFingers® and normal running shoes, FiveFingers® was lower centre of gravity excursion and the knee has more flexed during the whole support phase. Also, foot has more plantar-flexed at touchdown and higher ankle and MPT range of motion. When people with the FiveFingers®, the impact phase related parameters were closer to barefoot condition and it push phase parameters were more similar to shod condition. (for more details, please refer to Appendix 2)
2.4 Hypotheses
According to the research which was given above this researcher constructs the following hypotheses:
1. There would be a positive relationship between promotion and brand image.
2. There have a positive relationship in Product, Price, Promotion, and Place (4P) of
marketing mix in FiveFingers®.
32 3. There would be no significant difference in the brand image between male and female.
4. There would be a significant difference in male and female at spent money on sport
shoes.
Chapter 3 - Methodology
3.1 Participants
18 years old or above male and female adults should be the target group of the research, because the adult have the better growth of their foot, and they had more money to spend on shopping. They were required to provide a demographic profile and information of their lifestyle and buying behaviour pattern on sports shoes. All the interviewees were assumed that they know the FiveFingers® before they conducted the questionnaire.
33 3.2 Instrumentation
According to the hypotheses of chapter 2, the questionnaire was designed in Structured
Questionnaire. This questionnaire was designed by HSU YA-HUEI. She was a graduate student on Tai Wan Shih Hsin University. Her study was about the purchasing factors in children’s books (Hsu, 2008).
3.2.1 Questionnaire of the research
After reorganized the questionnaire from Ms Hsu, the new questionnaire was involved the demographic (part one), consuming pattern of sports shoes (part two) and consuming behaviour of FiveFingers® (part three) The design of part one has 6 questions, part two has 7 questions and part 3 has 17 questions.
3.2.1.1 Part one: Demographic
This part was involved the gender, age group, academic background, careers or professions, monthly income and the most frequently participated sport of the respondent.
Total have 6 questions and requested the respondent to tick the appropriate answer (refer to Appendix 3-Part One).
3.2.1.2 Part Two: Consumer Behaviour of Sports shoes
This part was about the consumer behavior of sports shoes. Found out how the respondent ways to got the launch of new sports shoes, usually exchange or share sports shoes information with whom, the crucial factor of them to bought one particular brand, where they were usually buy sports shoes, the frequency of them to browse the sports shoes shops online and wander around sports shoes shops, and the amount they spent on buying sports shoe. Total have 7 items on part two (refer to Appendix 3-Part Two).
34
3.2.1.3 Part Three: Consumer Behaviour
The questions of part three were base on the marketing mix strategies: Product, Price,
Place and Promotion (4P). This part was used the Likert Scale format to presented the mark. 1 to 5 marks was sequence to Very Important, Important, Do Not Matter, Not
Important and Least Important. At the same time, Brand Image and Brand Celebrity were included. Total have 17 questions in this part. 4 questions in Product, 3 questions in Price,
4 each questions in Promotion and Place, and 1 each questions in Brand Image and
Brand Celebrity. Table 3.1 showed the questions as below.
35 Table 3.1 Questions of Consumer Behaviour (base on 4P)
Factor Code Question Question No.
Product Product01 1. Quality of the shoe materials
Product02 Detailed design 2.
Product03 Suitable for different kinds of sports use 3.
Product04 Prestigious brand name 4.
Price Price01 Cheaper prices 5.
Price02 Affordable prices 6.
Price03 Bargain prices 7.
Promotion Promotion01 Attractable gifts 8.
Promotion02 On sales activity of the shop 9.
Promotion03 With lucky draws 10.
Promotion04 Posters, Display, Flags 11.
Place Place01 Availability in common shoe shops 12.
Place02 Different sale locations, such as Internet 13.
Place03 Good service of the shop 14.
Place04 Comfortable layouts in shops 15.
Brand Image Brand01 Good company image 16.
Brand Celebrity Brand02 Popular, On the “hit items” list, Season’s 17. must-have” items 3.2.2 Method of the data collection
The interview conducted by a face to face method and individual interview, and the interviewees filled in the questionnaire by themselves. Chinese version and English version of the questionnaire was given out to the target interviewee. The questionnaire was distributed to the interviewee in Escapade Sports. The shop was located at 1/F, 19
Leighton Road, Yee Hing Building, Causeway Bay. The owner of the shop approved the interview before. The interview assigned on 8-10 March 2011 after five o’ clock. According
36 to the staff, customer visited Escapade after work in weekday. Escapade Sports was the first retail shop to launch the FiveFingers® in Hong Kong. The customers of Escapade
Sports were stable customers. They visited Escapade Sports more than one time, so that they should know the FiveFingers® inside the shop.
Total 120 questionnaires had sent out and 112 successful samples have been received.
53 male and 59 female were included. After collected and analyzed the data, the result was showing the available level of FiveFingers® in Hong Kong. Which factor of the marketing mix was important for people.
3.3 Statistical analysis
3.3.1 Statistical Package for the Social Sciences (SPSS)
After collected the data, the data was input to SPSS. SPSS (version 18) was a computer program used for statistical analysis. It used by market researchers, health researchers, survey companies, government, and education researchers, marketing organizations and others. Bivariate statistics, such as means, t-test, ANOVA, Bivariate Correlation, were used for analyzed the result (Wikipedia, 2011 B).
37
3.3.1.1 T-test
T-test was any statistical hypothesis test in which the test statistic follows a Student's t distribution, if the null hypothesis is supported. It is most commonly applied when the test statistic would follow a normal distribution if the value of a scaling term in the test statistic were known (Wikipedia, 2011 C).
3.3.1.2 One-way Analysis of Variance (One-way ANOVA)
One-way ANOVA a technique used to compare means of two or more samples (using the
F distribution). This technique can be used only for numerical data. It tests the null hypothesis that samples in two or more groups are drawn from the same population. To do this, two estimates are made of the population variance. These estimates rely on various assumptions. The ANOVA produces an F statistic, the ratio of the variance calculated among the means to the variance within the samples. If the group means are drawn from the same population, the variance between the group means should be lower than the variance of the samples, following central limit theorem. A higher ratio therefore implies that the samples were drawn from different populations (Wikipedia, 2011 D).
Chapter 4 - Result and Discussion
This chapter was analysis the result and reported the finding of the survey. Total 120 questionnaires were distributed and all of the respondents gave back their questionnaires on schedule. 8 respondents reported that they did not hear Vibram Fivefingers® before, so that their questionnaires were not suitable for the research. Moreover, all of the questionnaires were conducted by the respondents who age was over 18.
4.1 Demographic Information of Respondents
38 Gender, age, academic background, careers or professions, monthly income and the most frequently participated sport were involved in the demographic information. These were the general profiles of the respondents.
4.1.1 Gender
In the 112 questionnaires, there has 59 female (53%) and 53 male (47%) of the respondents. The number of the female was more than the male. Figure 4.1 was showed the percentage as below.
Gender
Male Female 47% 53%
Male
Female
Figure 4.1: Gender of the
4.1.2 Age Respondents
In the age group of the respondents, the large group was 28-32 which contained 28% of the respondents. Other groups by respectively were 18-22 (20%), 33-37 (18%), 23-27
(14%), 43-47 (11%) and 38-42 (9%). No respondent chosen the 48 or above (refer to figure 4.2). Age
43-47 11% 18-22 20% 38-42 9%
23-27 33-37 14% 18% 18-22 23-27 39 28-32 33-37 28-32 38-42 28% 43-47
Figure 4.2: Age group of the respondents
4.1.3 Academic Background
Regarding to the figure 4.3, over half (57%) of the respondents within higher education.
19% and 15% of them chosen future education and post graduation. Only 6% and 3% of the respondents has chosen the secondary and the doctor.
Academic Background
3% 6% 15%
19%
Secondary Future Education Higher Education Figure 4.3: Academic Background of 57% Post-Graduation the respondents Doctor 4.1.4 Careers / Professions
The figure 4.4, the large group of the careers or professions was Other (31%). That mean their careers was not included in the list of chooses provided. The following group was
Student (23%). Education, Academic and Media (11%) was the third group. Finance &
Insurance and Law & Business Services were same as 9%. Few of them reported they were Civil (6%) and House Management (5%). Only 4% and 2% of the respondents showed that their career was Logistics, Storage & Telecommunications and
Manufacturing. No respondent was been Retired.
40
Careers / Professions
9%
2%
4% 31%
11% Finance and Insurance Manufacturing
6% Logistics, Storage and Telecommunications Education, Academic, Media
Civil 9% Law & Business Services
23% 5% House Management Students
Others
Figure 4.4: Careers or Professions of the respondents
4.1.5 Monthly Income
Most of the respondents (62%) showed that their monthly income was over $10,001. 14% of them were in the $8,001-$10,000. 9% of the respondents were in the $2,001-$4000.
The group of $2,000or below, $4,001-$6000 and $6,001-$8,000 were only has 5% respondents chosen it. (Refer to figure 4.5)
41
Monthly Income
5% 9%
5%
5% $2000 or below $2001-$4000
$4001-$6000 62% 14% $6001-$8000 $8001-$10000
$10001 or above
Figure 4.5 Monthly Income of the
respondents
4.1.6 The Most Frequently Participated Sport
42 27% of the respondents said that Running was the most frequently participated sport. The second and the third were Fitness (22%) and Waster Sports (17%). 11% and 10% of the respondents showed that Yoga or Pilates and Light Trekking were the sport which they participated most. Otherwise, 7% of them chosen Travel and 4% has chosen Climbing or
Bouldering. Only 2% of the respondents reported that they chosen the Flats Fishing to be their frequently participated sport.
Most Frequently Participated Sport
7% 10% 2% 11%
17% Light Trekking 4% Water Sports Running Fitness Climbing or Bouldering 22% 27% Yoga or Pilates Flats Fishing Travel Figure 4.6: The Most Frequently Participated Sport of respondents
43
Table 4.1: Respondent got the information about the launch of new sports shoes
Frequency Percent Rank
Newspapers 11 9.8 7 Magazines 69 61.6 1
Internet 54 48.2 2
Sales people 34 30.4 4
Marketing Mails 6 5.4 9
Leaflets or Pamphlets 5 25.9 or Posters 29
In-house Display 35 31.3 3
Relatives' or Friends' 6 18.8 Recommendations 21
E-mails 8 7.1 8 4.2 Get the information about the launch of new sports shoes
According to the result of the research(table 4.1), the most of the respondents chosen
“Magazine” to be the way to got the information about the new launch sports shoes. The second one was “Internet” and the third was “In-house Display”. Only 5.4% of the respondents said that “Marketing Mails” was one of the ways to get the new launch information.
Magazine was a common way to release the information to public. People were easy to get the magazine, so that is a good way to promote the new item. On the other hand, internet development becomes mature. Census and Statistics Department in Hong Kong
(2009, p14) conducted the “Thematic Household Survey Report No. 43”. There have a result about penetration of personal computer (PC) and internet, 1,756,300 households had PC at home at the time of enumeration, constituting 75.8% of all households in Hong
Kong. Among them, some 1,699,400 households (96.8%) had their PC (excluding palm
44 top and Personal Data Assistant (PDA)) at home connected to Internet. In other words,
73.3% of all households in Hong Kong had their PC at home connected to Internet.
According to this result, establish the promotion in the internet should be an irresistible general trend.
4.3 Usually exchange or share sports shoes information with respondent
Refer to the Table 4.2, 84.8% of the respondents presented that “Friends” was usually exchange the sports shoe information with them. “Trainers” (25.9%) and “In-house salespeople” (23.2%) were the second and third. The fourth and fifth were “Family” in
17.9% and “Net-mates” in 12.5%.
According to the chapter 2, Reference group was involved on or more people whom someone used as a basis for comparison or point of reference in forming affective and cognitive responses and performing behaviors. When people exchange the news to the other, the buying behaviors and decision making may change gradually.
Table 4.2 Usually exchange or share sports shoes information with Respondent
Frequency Percent Rank
Family 20 17.9 4
Friends 95 84.8 1
Trainers 29 25.9 2
Net-mates (comments on the internet 14 12.5 5 reviews, forum, or blogs etc.)
In-house salespeople 26 23.2 3
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4.4 Different of the Spent Amount on Sports Shoes and Gender
The Independent Sample t-Test was conducted to examine the significant differences in spent amount on sports shoes and gender. The result was found that the group “$501-
$1,000” and group “$1,001-$1,500” between males and females had a significant differences, in the group “$501-$1,000”, t = -2.649, p = 0.009, p<0.05. In the group
“$1,001-$1,500”, t = 2.713, p=0.008, p<0.05 (refer to Table 4.3)
Table 4.3: Independent Sample t-Test between the amount of spent money on sports shoes and Gender
t df Sig. (2-tailed)
$500 or below -.488 110 .627
$501-$1,000 -2.649 110 .009*
$1,001-$1,500 2.713 110 .008*
$1,501-$2000 .971 110 .334 $2,001or above -.333 110 .740
*Significant differences, P<0.05
According to the Table 4.4, the mean of the female was higher than male in group “$501-
$1,000”. In group “$1,001-$1,500”, the mean of male was higher than female. The higher one showed that more male or female chosen the group. Group “$1,001-$1,500”, the mean of male and female was the bigger different on the table.
Female always spent money on sports shoes in “$501-$1,000” because the price of the shoes for female was cheaper than male. The male shoes were always expensive. That’s why the mean of male in “$1,001-$1,500” was higher than female. As the result, there have the different in the amount of spent money on sports shoes and gender.
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Table 4.4: Group Statistics of the amount in spent money on sports shoes between Male and Female
Std.
Gender N = 112 Mean Deviation
$500 or below Male 53 .02 .137
Female 59 .03 .183
$501-$1,000 Male 53 .45 .503 Female 59 .69 .464
$1,001-$1,500 Male 53 .42 .497
Female 59 .19 .393
$1,501-$2000 Male 53 .08 .267
Female 59 .03 .183 $2,001or above Male 53 .04 .192
Female 59 .05 .222 4.5
Different of the Brand image, brand celebrity and Gender
In the Table 4.5, the brand image and the brand celebrity were no different between male or female (P>0.05). At the Table 4.6, the mean of the male and female were closed, so that there were no different on brand image and the brand celebrity between male and female.
On the other hand, in Table 4.6 showed that the mean of brand image were 2.491 in male and 2.525 in female. The mean of in brand celebrity were 3.226 in male and 3.373 in female. For the scale of part three of the questionnaire, 1 to 5 was sequence to Very
Important, Important, Do Not Matter, Not Important and Least Important.
In brand image, the mean of the male and female was about 2.5 and the brand celebrity was about 3.3. It represented the brand image of FiveFingers® was more important than brand celebrity.
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Table 4.5: Independent Sample t-Test between the Brand image, Brand celebrity and Gender
t df Sig. (2-tailed)
Brand Image -0.206 110.000 0.837
Brand Celebrity -0.784 110.000 0.434
Table 4.6: Group Statistics of Brand image, Brand celebrity between Male and Female
Gender N=112 Mean Std. Deviation
Brand Image Male 53 2.491 0.973
Female 59 2.525 0.817
Brand Celebrity Male 53 3.226 0.974
Female 59 3.373 0.998
4.6 Relationship in Product, Price, Promotion, and Place in FiveFingers®
In the Table 4.7 was compared the relationship between each factor. Each factor has few questions in part three of the questionnaire. The mean of each factor was calculated before compare each other. That was easy to compare.
The relationship in between each the factors were positive. In the table, 1 presented that there have the absolutely possible relationship between 2 factors. If the value was between 0-1, there has the possible relationship. If the value was being minus, which mean there have the negative relationship.
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Table 4.7: Relationship of Product, Price, Promotion, and Place
ProductMean PriceMean PromotionMean PlaceMean
ProductMean 1 .366** .273** .189*
PriceMean .366** 1 .646** .211*
PromotionMean .273** .646** 1 .424**
PlaceMean .189* .211* .424** 1
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
4.7 Relationship between Promotion and Brand Image and Celebrity
According to the Table 4.8, the correlation of promotion and brand has the positive relationship. The significant different was 0.263. In the positive relationship, when the promotion increases, the brand image and celebrity will increase also. If add more promotion of FiveFingers®, the brand image and celebrity will increase.
Table 4.8: Relationship between Promotion and Brand
PromotionMean BrandMean PromotionMean 1 .263**
BrandMean .263** 1
**. Correlation is significant at the 0.01 level (2-tailed).
49
4.8 Most Important Factor of Marketing Mix in FiveFingers®
Part 3 of the questionnaire was compared the 4P, which is the important one. After analysis the data, the mean of each question showed out at Table 4.9. The total mean of product was 8.21, and Price was 7.76. Promotion was 12.88 and Place was 10.11.
Refer to the chapter 3 that the scale of part 3, the lower mark should be the Very
Important. So, the lower mean should be the most important factor. Finally, the price was the lower mean inside the 4 factors.
Table 4.9: Most important factor of Marketing Mix in FiveFingers®
Product01 Product02 Product03 Product04 Total
N Valid 112 112 112 112 4.9 Missing 0 0 0 0 Pro Mean 1.66 1.752.05 2.74 8.21 of Price01 Price02 Price03 Total the N Valid 112 112 112 Missing 0 0 0 Hyp
Mean 2.46 2.263.04 7.76 oth
Promotion01 Promotion02 Promotion03 Promotion04 Total ese
N Valid 112 112 112 112 s Missing 0 0 0 0 The Mean 3.46 3.023.71 2.70 12.88 res Place01 Place02 Place03 Place04 Total ult N Valid 112 112 112 112 of Missing 0 0 0 0 this Mean 2.79 2.852.03 2.45 10.11
50 research was from the questionnaires collection, analysis data, and found out the hypotheses. All of the 4 hypotheses was approved and list at Table 4.10.
Table 4.10: Proof the Hypotheses
Hypotheses Result
H1 There would be a positive relationship between promotion and Approved
brand image.
H2 There have a positive relationship in Product, Price, Promotion, Approved
and Place (4P) of marketing mix in FiveFingers®
H3 There would be no significant difference in the brand image Approved
between male and female
H4 There would be a significant difference in male and female at Approved
spent money on sport shoes
51