Rip N Dip Market Research and Theory

Retailer Overview

RIPNDIP Clothing is a California-based online retailer, of which their products vary from hats to stickers to socks that are sold to teenagers/young adults ranging from the ages of fifteen to twenty-six. A majority of said market is involved in some form of extreme sport, and is advertised specifically to people who ride skateboards. Deemed a unique market segment, RIPNDIP has been subject to market research in effort to benefit from recent increased brand awareness and differentiated consumer trends. 

I believe that this segment is one that enjoys going against the grain, are generally more open to the unorthodox, and like to wear clothing that reflects this opinion. The possibility of being superstitious may emphasize on why aliens are portrayed throughout the clothing line. Since various articles of clothing are printed with animals, I am considering preference of animal as a possible influencer to buying intention. 

Research Overview

The execution of this research was done through a twenty-question survey  hand-distributed daily throughout a local restaurant/bar in San Marcos, with a main clientele aged between twenty-one and thirty, over the course of a week. Forty participants were selected at random, and from the forty, thirty-seven respondents were derived as a test sample. Within this survey, questions ranged from brand awareness to preference of cats/dogs on a semantic differential & likert scales, but the main dependent variables being measured were purchase intentions of hats (Hpurch) and purchase intentions of RIPNDIP apparel (RIPpurch). The hypothetical statements at hand are if: H1) The more rational a consumer is, the more they’ll buy RIPNDIP hats. And H2) The more a consumer goes out of their perceived comfort zone, the more they’re willing to buy RIPNDIP apparel.

Survey Predictors

Willingness to be Trendy/Hip

Likelihood that a participant enjoys to be ‘in the know’ with current fashion trends and buy clothing that will reflect this opinion.

Perceived Comfort Zone

How comfortable a consumer is with going out of their zone of normality, or willingness to do so.

Perceived Superstition

If the consumers view themselves as one who follows cultural superstition.

External Impact on Self-Perception

How much consideration a consumer takes of other consumers’ opinion.

Willingness to partake in Extreme Sports

Likelihood that a consumer will partake in extreme sports, like BMX, Skateboarding, Snowboarding, etc.

Preference of Humorous Ads

The acceptance of advertisements that use humor to appeal to a consumer’s criterion set.

Preference of Cats/Dogs

The general preference the consumer has towards cats vs. dogs.

Preference of Fictional/Factual Ad Content

The general preference the consumer has towards fictitious ad content vs. factual ad content.

Preference of Intro-/Extroverted Personality

The self-perception that the consumer has towards being introverted or extroverted.

Preference of Abstract/Concrete Thinking

A consumers’ preference towards thinking abstractly vs. concretely.

Preference of Creative/Rational Ad Content

The likelihood that the consumer will be more receptive towards an ad that is more creative vs. informational ad content.

Preference of a Traditional/Unconventional Lifestyle

The preference of a consumer that would like to follow a lifestyle that is conforming/unorthodox.

Model & Sample Analysis

The model pursued for this research was based off of Linear Regression, which measured the survey sample (N=37) on basic clothing brand awareness, and determined that two survey predictors had influence over the two dependent variables, Hpurch and RIPpurch. The variables asked the research questions of a) What factors will influence purchase intention of hats? and b) What will factors influence the purchase of RIPNDIP apparel?

The sample had a mean age of 25 years old with a standard deviation of 4.67, was approximately 59% male & 41% female, and 48% said that they spend, on average, 1-2 hours on the Internet. The predictors being used were: 1) Perceived comfort zone (ComZone) and 2) Preference to rational/creative ad content (PrefR/C). From these, a model was formed that held an F-score of 4.248 at a significance level of .012%, an R2 of .279, and showed a positive correlation between ComZone (t = 2.071) & PrefR/C (t = 2.365*) with purchasing behavior of hats. β for ComZone and PrefR/C were .307 and .357, respectively; and all missing data was removed through pairwise filtering. Preference to humorous ads was also an indicator in the research model, but dismissed, as it was counterintuitive to what was being measured. This led me to form H1 and H2, as the more likely a consumer will go outside of their comfort zone and favors towards rational ad content will increase the likelihood for them to purchase hats & RIPNDIP apparel. 

Limitations

Various bias and error could have been apparent in sampling, such as systematic error in the sematic differential scale, as each participant could perceive the survey adjectives differently. Random sampling error could have occurred, due to the sample being conducted at a bar, where the possibility of temporal effects, like soberness, could slightly diminish an articulate response. Also, overall sampling error could possibly have happened due to low sampling size and the sample, being mostly college students aged twenty-one to thirty, not reflecting the opinion of the general population of interest.

Additional Analysis

Independent samples T-test found that there wasn’t a significant difference between the metric variables of gender and consideration of brand name among the measured predictors, ComZone and PrefR/C. Additional survey frequencies are as followed:

FrequencyPercentage
Male2259.5
Female1540.5
Total37100.0

              Gender

    # of Hours spent online

FrequencyPercentage
≤1 hr.616.2
1-2 hrs.1848.6
3-4 hrs.1027.0
5-6 hrs.12.7
≥7 hrs.25.4
Total37100.0

        Brand Name Consideration

FrequencyPercentage
Yes1437.8
No2362.2
Total37100.0

Implications

With heightened perceived comfort zone and increased rationality positively correlating with purchase intention of RIPNDIP apparel, it would be effective to incorporate a marketing plan that would reflect these variables. This could be executed in a change of promotional strategy that is thoroughly informative while pushing boundaries against societal norms; or emphasis to RIPNDIPs already fairly unorthodox product line, which depicts most of its clothing items with cats, aliens, marijuana leaves, etc. in a radical fashion. 

Possibilities in IMC’s to raise purchase intentions could result from extending product lines further into the extreme sports market segment, such as motor-sports, snowboarding, or surfing, as the segment tends to deal with more uncertainty, and therefore will be more likely to go outside of their comfort zone. This could be executed through adding superfluous products, such as snowboard bindings, surfboards, or bike equipment to the company’s product offerings. Promotional strategies for the extreme sports market segment could also be benefit from relative opinion leaders, such as professional skateboarders or BMX riders, representing & informing the brand to consumers to appeal to rational buying behavior. This may result from a touring skateboarding/BMX campaign including said opinion leaders, throughout a given area, to increase brand recognition while reinforcing product quality. 

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