CBMA 411

Background and Secondary Data Analysis

Feelgoodz Flip-Flops are a new entrant into the sandal industry. They are the only ethically responsible flip-flop made from 100% recyclable and biodegradable all natural rubber in America. Kyle Berner, owner of Feelgoodz, has asked us to conduct a more in-depth analysis of his target audience, college students, as a means to increase brand awareness and market share. Our initial secondary data was acquired by interviewing Kyle Berner and by viewing the Feelgoodz website, as well as the websites of other major purveyors of rubber sandals.

Some of the main research issues include brand awareness, product placement, and developing an understanding of the rubber flip-flop buying process for the target market. To gain insight into these issues we must find out consumer opinion about the Feelgoodz sandal as well as current consumer buying habits and channels. Questions about lifestyle as well as current flip-flop preferences will......

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Title: Exploratory Research
Approximate Word Count: 815
Approximate Pages: 4 (250 words per double-spaced page)

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