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¶ … sports apparel markets in the United States and Kenya. The aim is to make a comparison between these markets in terms of how the youth perceives branded products within these markets. My population focus will specifically be young people and business owners to determine the interaction of these populations for the marketing of branded sportswear.
With this in mind the research purpose of the paper will be first to determine the attitudes of young people in the respective countries of investigation towards branded sportswear. This will include whether and why they would prefer to buy branded products as opposed to non-branded ones. Also, the popularity of existing brands will be determined, also in a comparative way, determine which is most popular among young people. In terms of this, the size of each market will be determined.
The practical purposes that will follow include recommending ways in which businesses can develop improved advertising strategies to appeal to their specific markets in Kenya and the United States. A secondary purpose will relate to how business owners from Kenya and the United States can most effectively expand internationally. Specifically, businesses in the specific countries being researched will be examined for their willingness to expand to each other, along with strategies that can be used to do this most effectively.
In conclusion, the...
For business owners, better advertising strategies and possible foreign expanding can result. For the youth market, the quality and range of brands available for purpose can be greatly improved based upon the results of this research.
Exercise 2.2: Focus and Locus of Research
When considering the locus and focus of my research, it is important to recognize that "locus" does not refer to the same thing as "location" (Schram, 2005, p. 30). The study discussed here includes two basic locations; the United States and Kenya. The locus concept, however, is more specific in terms of population, while the focus concept refers to the attitudes and behaviors revealed within the locus. In other words, there is a hierarchy of specificity from "location" to "locus" to "focus."
The locus of my study includes two specific settings and populations. I will investigate young people and sports apparel business owners in the United States in comparison to young people and sports apparel business owners in Kenya, along with the purchase habits of young people and advertising strategies of business owners. These populations represent the locus of the study.
The focus of the study will be the perceptions of young people in the investigated countries…
References
Schram, T.H. (2006) - Chapters 1, 2
Trochim, W.M.K., & Donnelly, J. (2006) - Chapters 1, Sections 1-1f, Chapter 6
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