Factors that Influence African-American Gen-Xers to Purchase Nikes

Abstract

In the fall of 1996 and 1997, two focus groups were used to identify the factors that influenced African-American Gen-Xers to purchase Nike athletic shoes. Gen-Xers were defined as those persons born between 1964 and 1978. Focus group participants identified seven dominant factors that influenced their decision to purchase Nikes. The following factors were identified: cost, color, comfort, style of shoe, name recognition, durability, and athlete endorsement. The information gathered from the focus group helped to formulate the methods and instrument for this study. In the fall of 1998, 72 African-American students between the ages of 21 and 26 were surveyed to determine the factors that most influenced them to purchase a pair of Nike athletic shoes. The participants completed an 11-item questionnaire. Survey results indicated that style of shoe was the most important factor.