Survival of This Market. Primary Data Reveals

¶ … survival of this market. Primary data reveals the direct relationship between the company and consumers. Secondary data, on the other hand, is reused primary data; it assesses the accumulated information and then uses that to reassess and improve its product. It also relies on the data collected during a past period to restructure the product in different ways.

The primary data that I would need in connection with Leftfoot are the following:

I would like to know which of these shoe products are the most popular; which the least popular; and which have potential for popularity in the future?

I would like to know the mean number of consumers that frequent this site: what draws them to this site; repels them; how I can structure this site so that it appears more appealing to them. I would like t o know whether consumers are indeed satisfied by Leftfoot and whether they find that the company fulfills its promise with each of tips brand of shoes featured. In other words, does each shoe featured indeed deliver "design, quality, function and style"

Ways that I might collect this data would be through surveys, focus groups, and interviews. I could also conduct some netnography research, which would entail approaching relevant online groups, either lurking on their sites or picking up information regarding their preferences and consumer habits, or asking them directly (Kozinets, 2009).

Leftfoot found a way of doing this through enabling potential clients to link to each shoe as a category and to ask questions or to voice their opinions. In this manner, the managers of Leftfoot could see the amount of people that were, for instance interested in Adiddas (4 posts).

Nike, Converse, and Dr. Martens seems to be the most popular brands, whereas Icon with nil posts seems to be the least popular. Primary data also reveals to me that Leftfoot also offers accessories such as handbags and sunglasses for which there is some interest although their footwear remains the key-selling item.

Leftfoot also has a contact address, as well as Facebook access. I could find their mean customer by browsing through the individuals represented on their Facebook account. The pseudonyms of these individuals indicate that these are people who seem to consider themselves energetic. They are likely a younger to older middle-aged population who can afford more money on a quality piece of footwear. The photographs of the footwear reveal that these are not slanted for adolescents. The color and style of the footwear tell me as much too.

My seconday data would devolve on the following:

1. I would like to research the most popular brands of footwear

2. I would like to collect data on the most popular sites that e-consumers frequent to buy their footwear and research reasons for their frequenting these sites.

3. I would like to collect information on ways to build a more appealing e-commerce site

All of this information would segue from my primary data findings.

The likely target market would be the younger to older middle-aged individual who has the time and money to enjoy sports, to browse the web to fulfill that hobby, and is looking for certain stable footwear that provides both quality and athletic characteristics. The second target segment would include executives of companies and well-paid businessmen, who are often traveling, wish to make a good impression, whilst satisfying their interest in sport. Alternately, even though not athletic, they may like to consider themselves as such, and wish to project an athletic demeanor whilst, simultaneously, dressing well and in style.

The demographics of this targeted population would possibly be single, male, middle-class, age 35 to 48, college educated WASP, likely, but, not necessarily American, possibly, too, suburban rather than urban in origin, and perhaps from the "Baby Boom" generation.

Their psychographic structure would include love of athletics (particularly hiking, jogging, and similar activities; seeking to exude a 'cool' attitude whilst dressing in style; interested in clothes; caring about their external impression and appearance; and spending the time and money to satisfy these urges.

Being that Leftfoot might be more intent on targeting the executive, their prospective customer might be more interested in internet buying behavior, particularly since statistics regarding e-consumers show that many people who conduct strenuous lives around their computer may not have the time to conduct conventional shopping trips, and they find receiving physical mail too slow. It is the 'wired' lifestyle variable -- essentially familiarity and interest in using the Web -- that mostly drives online buying habits and that explains 28% of annual online spending (Pew Research Center, 2002). The component of time starvation adds another 8.5% (ibid.). It is for these reasons that it seems more likely that Leftfoot's targeted consumer is the executive- type of person and that he will be more prompted to buy than to browse.