Chapter 9: Research Development

9.1 Marketplace Research

Nike Store. Pavillion Mall. Kuala Lumpur

Nike Store. 1 Utama. Damansara.

Nike Store. The Curve. Damansara

Nike Store. Times Square. Kuala Lumpur

Nike Franchise. Sungei Wang. Kuala Lumpur

Nike Store. The Midvalley. Kuala Lumpur

9.2. Market Observation

It seemed that when most of the customers walked into the store they would go to the shoe section first before checking out the rest of the Nike products. Another thing, price was a concern to most of the customer because he/she would take a proper look at the shoe, they would look at the price first. Most of the people who visited the store were young men who seemed to purchase the shoes based on fashion rather than for athletic purposes. The Nike shop which made a lot of purchases were the ones in Kuala Lumpur as compared to Damansara.

9.3 Online Survey

The survey was taken within a time period of one day. It was conducted online via facebook. I managed to get a total of 24 respondents within that day.

1) What gender are you? Percentage Responses Male 41.7 10 Female 58.3 14 Most of the people who responded were female. Female seem more open to discuss sensitive topics. 2) How old are you? Percentage Responses 13-19 8.3 2 20-29 91.7 22 30 and above 0.0 0 Teenagers themselves are not interested in the topic as only two of them responded to my survey. 3) What race are you? Percentage Responses Chinese 12.5 3 Malay 20.8 5 Indian 8.3 2 Other 58.3 14 People from other races and were the highest participants, followed by Malays, Chinese then finally and then Indians. 4) If you drink alcohol, at which age did you start? Percentage Responses 10-19 21.7 5 19-25 39.1 9 25 and above 0.0 0 I don't drink 39.1 9 21.7 percent of the participants started drinking when they were teenagers, this is a high number because teens should not be drinking. 5) Do you know any teenagers who drink? Percentage Responses Yes 91.7 22 No 8.3 2 As suspected 91.7% of the people who responded know teenagers who drink. This proves that that a large number of them take alcohol. 6) Why do you think teenagers drink? Percentage Responses For fun 54.2 13 Peer Pressure 45.8 11 They enjoy the taste 0.0 0 To forget their problems 0.0 0 None of the respondents think that teenagers drink because they enjoy the taste or to forget their problems. The majority of them think they do it for fun and 45% of them think they do it because they are influenced by their peers. 7) Do you think teenage drinking is wrong? Percentage Responses Yes 70.8 17 No 29.2 7 70.8% think teenage drinking is wrong even though some of them started drinking when they were teenagers. This shows that teens are aware that alcohol is bad but that does not stop them from experimenting with it. 8) What is the best way to stop teenage drinking? Percentage Responses Punish those who drink 16.7 4 Make alcohol illegal in the whole country 8.3 2 Do anti teenage drinking campaigns 50.0 12 Leave them alone, there is nothing wrong with drinking 25.0 6

Although most of the people in the previous question admitted to the wrongness of teenage drinking 25% of them still think they should be left alone because there is nothing wrong with drinking. 16.7% of people think those who drink should be punished, 8.3% think alcohol drinking should be made illegal in the whole country to stop the habit and 50% think anti teenage campaigns should be implemented.

9.4 Interview

I did not manage to get a personal meeting at Nike because they were busy but I was able to squeeze in a quick phone call interview with Terence Tay who is an administrator at Nike which is Damansara at The curve mall. I called him at 603-7722 2459.

1) Please introduce yourself

My name is Terence Tay and I work in the administration sector of Nike Sales (MY) Sdn. Bhd.

2) When was Nike first introduced in Malaysia?

Nike first came to Malaysia in 1990

3) Where in Malaysia are other Nike stores?

Kuala Lumpur, Petaling Jaya, Seri Kembangan, Melaka, Balakong, Bayang Lepas

4) In all those areas, which Nike store is the most successful?

Kuala Lumpur

5) Why do you think this is so?

Our store in Kuala Lumpur is the most successful because KL is a big city and most people in cities like to keep up appearances so they purchase Nike products because of its high stature. Another thing is that Nike products are pricey and people in cities are usually the ones who make the most money so they can afford to buy our products.

6) Which Nike product sells the most?

Nike shoes

7) Can you describe your typical customers?

Male, ages 24-40, lives in the city, athletic, middle class income and very sociable.