Perceptions of the Youth Regarding Branded Sportswear

¶ … perceptions of the youth regarding branded sportswear in a developed and developing country. Specifically, the countries to be investigated will include the United States and Kenya. To make such a comparative investigation, a significant amount of qualitative data will have to be collected and analyzed. According to Shank (p. 140), this is one of the most important components of study, since data tends to be the foundation of research findings. Hence the quality of the data will necessarily also dictate the quality of the findings and the usefulness of the study for interested parties in the future. Specifically, the study can have implications for marketing professionals within sportswear companies, as well as for those who used on a freelance basis by sportswear companies in either country. Further implications could be important for sportwear manufacturers and sellers who attempt to make an entry from either Keny or the United States to the other market. An in-depth understanding of the target market is essential to make a success of such entry. Hence, the study results could provide important information in either case.

Shank (p. 140) notes that the concept of "metaphor" can play a valuabel role in qualitative research. Since qualitative research is the fundamental search for meaning and meaningful connections, metaphor can offer a way to provide an explanation of the found realities revealed by the research.

What this means for the specific study in question is that the researcher will need to approach participants in terms of the meanings that they attach to the world around them. Branded sportswear, for example, may mean something in Kenya and something different in the United States. Each group of youthful persons will attach a specific meaning to the phenomenon being investigated, which is branded sportswear. For the American youth, for example, the status attached to branded sportswear may be more important than the quality, comfort, or price associated with them. For a Kenyan youth, on the other hand, comfort may be the key factor that overrides image or pricing. This could also be investigated among different demographics of wealth. A person who is relatively challenged in terms of disposable income, for example, may invest in branded sportswear for its uplifting image, which would override the other factors. Peer pressure could also be found to play an important role in the metaphoric meaning associated with branded sportswear.

For marketers, on the other hand, the way in which metaphoric images are used to market sportswear will be more important, in terms of how these can be used to associate certain desire factors to the brands themselves. The use of celebrities to promote sports brands could be important in this regard. Again, these can have different metaphorical meanings among the American and Kenyan youth. A sports start in the United States, for example, is likely to be symbolic of the success that might be had in terms of the "American Dream," whereas the meanings attached to these may be completely different for a youthful Kenyan person.

In the light of the above, data will be collected from three population groups: Youth persons from Kenya and the United States respectively; advertising executives from both countries, and sportswear manufacturing managers from both countries.

First, the Kenyan and American youth will provide data by means of questionnaires and group interviews. They will be questioned about the metaphorical representations they associate with branded sportswear, as opposed to sportswear that is not branded. Data from interviews will be recorded and transcribed by the researcher. According to Shank (p. 143), researchers who transcribe their own data could gain insights from these transcriptions that would otherwise be lost. While some prefer to gain distance from the information by letting others transcribe interviews, the nature of this research study would implicate certain benefits from one's own transcriptions. Indeed, the complicated and sizeable scope of study will create considerable challenges in terms of collecting and storing the data. Hence, with only the researcher involved in all matters of data handling, it is likely the best way to minimize further complications in this matter.

Advertising professionals will be interviewed by online, telephonic, or personal contact means. Again, recording devices will be useful during telephone conversations or face-to-face interviews. They will be questioned regarding the relative success of certain advertising strategies when it comes to branded sportswear, including the use of elements such as celebrities in the advertising environment. Professionals from both countries will be questioned regarding the specific selling points they use, including elements such as comfort, image, or other meanings that could be associated with the metaphor of branded sportswear.