A Motivational Effect Behind the TOMS Product - Research Paper Example

? Marketing research about people motivation and behavior toward TOMS shoes Table of Contents Table of Contents 2 Abstract 3 2.Introduction 4 3.Literature Review 5 3.1. Research question 8 4.Methodology 8 4.1. Data collection 8 4.2. Measurement scales 9 4.3.Data analysis 9 5.Results and discussion 9 6.Conclusions and Recommendations 11 6.1.Conclusion 11 6.2.Recommendation 11 7.References 13 Cakim, I. M. (2010). Implementing word of mouth marketing: Online strategies to identify influencers, craft stories, and draw customers. Hoboken, N.J: Wiley. 13 Mycoskie, B. (2012). Start something that matters. London: Virgin. 13 Russo, M. V. (2010). Companies on a mission: Entrepreneurial strategies for growing sustainably, responsibly, and profitably. Stanford, Calif: Stanford Business Books. 13 Tables 14 8. Figures 19 9. Appendix 24 1. Abstract People motivation and behavior are essential towards products. This marketing research paper attempts to analyze people behavior and motivation towards TOMS shoes. The main concentration of the study is about women perspectives towards TOMS shoes. This is a research that entails secondary and primary data collection methodologies. Where secondary data consists of literature review and primary data concerns survey and questionnaire findings. To analyze the attitude of women towards TOMS shoes, TOMS shoes marketing strategies is a factor that must be assessed (Russo, 2010). There is a stiff competition within shoe industry and motivation factors each corporation undertakes either draw positive or negative perception from consumers. Customers who have an optimistic attitude about a superstar that promotes TOMS may in turn have an optimistic perception about TOMS, which will boost their motivation and actual behavior of buying their products. 2. Introduction TOMS is a brand that many people have supported due to their cause marketing strategies. TOMS is a shoe corporation that offers a pair of shoes to a youngster in need around the universe every moment that a pair is bought. The company has had outstanding success, becoming nationally appraised and known for their good deeds. The concept of TOMS shoes was initiated when originator, Blake Mycoskie, toured Argentina and realized children within the rural community were walking around Shoe-less. In accordance to their website, TOMS has provided ten million pairs of shoes across over 60 nations (Russo, 2010). A motivational effect behind the TOMS product is their exhibition of corporate responsibility via their desire to assist others in need. Customer behavior can be impacted by issues such as motivation, perception and learning. Those factors are recognized as internal issues or personal issues. In addition, issues such as social norms, family responsibilities and cultural values constitute external or social factors. Those factor, in particular the external ones, can be impacted by the environment and trends. Just as domestic and exterior factors can be applied to endorse social transformation in the case of TOMS Shoes, they can be uniformly as successful in marketing strategies designed to prevent consumers from involving in some behaviors (Cakim, 2010). Researchers have been investigating customers’ behavior and motivation towards various products in various markets. Women motivation and behavior towards TOMS shoes is a research topic that has been reviewed by other researchers. The general outcome in the existing literature suggests that motivation and behavior of customer are influenced by the marketing (Russo, 2010). TOMS cause marketing strategy can be cited as the reason women are motivated towards TOMS shoes (Mycoskie, 2012). This marketing research seeks to study women motivation and behavior towards TOMS shoes. Women are great spenders on shoes and like to identify with great brands. This why it is necessary to understand their motivation and behavior factors in towards TOMS shoes. Women are extensively knowledgeable about shoes from different brands. This paper starts with literature review where other researchers view on the matters sought. Methodology of data collection follows then results discussion and finally conclusion. 3. Literature Review Research and occurrence advocate that motivation is an energetic state that can vary over time and in connection with different circumstances, rather than a static individual attribute. Motivation can fluctuate between contradictory objectives. Motivation also differs in intensity, undecided in reaction to doubts and rising as these are resolved and objectives are more evidently envisioned (Mycoskie, 2012). In this logic, inspiration can be an ambivalent, prevaricating state or a resolute willingness to take action or not to act. TOMS shoes acknowledged this fact and initiated a cause marketing strategies that has motivated and changed perception of women customers. Whether or not one knows what because marketing refers to, there is a good possibility that they have engaged in it at one time.  Since cause marketing is the teamwork of a corporation with a precise organization or foundation, which is something that numerous brands attribute to, TOMS shoes is known to apply this methodology to encourage and motivate customers (Bartter, 2012). The precise brand that a lot of people, have encouraged via cause marketing is TOMS.  TOMS is a shoe corporation that offers shoes to disadvantaged children around the universe every time that a pair is bought. The initiative of TOMS shoes was discovered when originator, Blake Mycoskie, paid a visit to Argentina and realized children within the rural community were walking around shoeless. Determined to assist, Mycoskie formed the campaign “One for One,” that could “equal shoes purchased with a pair of fresh shoes offered to a child in necessity (Mycoskie, 2012).” The corporation has had exceptional success, becoming countrywide valued and known for their superior deeds. According to their online media, TOMS has issued 10 million pairs of shoes across over 60 countries in the world. A motivating cause behind the TOMS product is their exhibition of corporate responsibility via their yearning to assist others in need. According to IMC CLASS article, the Theory of Reasoned Action creates a noble association with TOMS and cause marketing since it reveals that attitude controls intention which in general drives the preferred behavior. The Theory of Reasoned Action also declares that, “If the result seems helpful to the person, they may then be determined to or actually give a particular behavior.” TOMS’ vision drives customers to have a positive approach towards the brand name and a preference to purchase their brands because the consequence is assisting children in need (IMC, 2013).  Family, peer groups, role models, friends, and celebrities also demonstrate an active responsibility in influencing customers to contribute in a desired behavior. Customers who have an affirmative attitude about a superstar that promotes TOMS may sequentially have an affirmative attitude regarding TOMS, which will boost their objective and actual behavior of buying their products. Majority of TOMS customers are women compared to men, one of the reason women are motivated towards TOMS shoes is the cause marketing strategies (IMC, 2013).  This has changed their behavior since many customers are adopting a behavior of purchasing products with a cause. According to Barter article, people motivation and behavior towards TOMS shoes has been influenced by their cause marketing. People and especially women have been attracted to a product due to the cause. Women motivation and behavior has been influence by this charity cause (Bartter, 2012). In fact, a latest research cited that over eighty three percent of Americans desire products and brands would maintain causes, and forty one percent have purchased a product since it was connected to a cause. That statistics has double since 1993, in accordance to the research. Furthermore, ninety four percent argued that given quality and price was the identical across the market, they were probable to change brands to one the characterized a cause. TOMS Shoes has revealed this to be accurate even when quality and price are imbalanced to their competitors, representing an extreme motivation to pay a price first-class among TOMS consumers (Mycoskie, 2012). In numerous ways, TOMS Shoes symbolizes the Pruis Effect, which reveals that customers are willing to take expensive action to indicate their concerns. This same research stated above established that the most efficient channels of marketing purposely for CSR communication was media, more so than customary advertising. Social interconnection, blogging and product procedures were also crest contestants for successful channels of contemporary advertising (Bartter, 2012). Jointly the sections TOMS exploited from these promotion components accumulate an impressive seventy five percent of the total channels documented. The literature review confirms that motivation and behavior of women toward TOMS shoes has been influence by cause marketing strategy. The strategy has transformed marketing style from the profit based tradition to corporate social responsility format. Change of behavior has been witnessed since a number of customers acknowledged that they are tending to prefer corporate with cause marketing strategy (Cakim, 2010). According to Blake Mycoskie, their shoes favor all the season and circumstance. This makes a broad market diversity that motivates customers to buy shoes for any occasion from TOMS shoes (Mycoskie, 2012). The incredible comfort that the shoes offers due to pig skin canvas used is awesome. Majority of women who were interviewed in a recent research acknowledged that favorable condition and comfort of TOMS shoes are motivating factors for their preferences to these shoes. 3.1. Research question The literature review leads to research questions. Following the above literature review discussion, below is the research question developed for this paper. R: What is the Female motivation and behavior toward TOMS shoes? 4. Methodology This section of the paper involve analysis of three major sections such as data collection methodologies, measurements scopes or scales and lastly data analysis 4.1. Data collection This is a research paper that involves collection of data regarding women motivation and behavior towards TOMS shoes. A random selection of 25 women to attest the research question through structured questionnaires was devised. TOMS market share has expanded to China, Argentina apart from the main headquarter in California. The 25 women were randomly selected from this region with US have 11 participant and Argentina and China 7 participants each. A total of 25 questionnaires were collected through a pick-up and electronic method. Sample collection is normally constrained due to time and money so social and electronic media (emails) were used as the method of retrieving responses. The data were chosen based on handiness. The participation of respondents was commendable since a 100% attendance was achieved in all the section of assessment. The demographic statistic involved women between the ages of 10 to 39; 100% compliance was achieved. The participants were legible and understood the questions since selected participants were able to speak in English despite their locations. 4.2. Measurement scales Structured questionnaires were used to collect the data. The responses choices entailed a scale of YES or NO (closed Questions) to measure acquaintance of respondents with company. The participants indicated their preferences and assessment regarding TOMS shoes with the statements on a 6-point scopes ranging from 1= unfavorable to 6= very favorable. The dependability scores are provided in Table 1 and are satisfactory. Tables 1-4 are assessment of participation and validity of the research. (See Tables 1 to 4 below) 4.3. Data analysis Data analysis involves interpreting and presenting data collected in a form understandable to readers of the research. To assist in analysis computer software with chart and table capabilities are essential. For this research, SPSS was used to present data collected as provided in various tables and figures below. The analysis was taken in regards to questionnaires questions are respective responses provided in percentages to give an interpretation. This is done to see female motivation and behavior towards TOMS shoes (R). 5. Results and discussion Research question is examined by percentages of responses given in tables 5-16. The first two tables 5-6 are assessing the acquaintance of participants with TOM’s shoes. All of the respondents acknowledged that they were familiar with TOMS shoes with 48% indicating they knew about the brand from friends, 32% from Family, 12% from shop and 8% from internet. (Table 5 and Table 6) This is a confirmation that the Corporation has penetrated the market share successfully despite been in the industry just in 6 years. Corporate responsibility strategy must have worked well to allow that satisfactory results on acquaintance. The motivation facto that can be acknowledged by the satisfactory response is that TOMS shoes are readily available in the market. Tables 7 to 10 assess respondent experience with TOMS shoes. With 48% saying the shoes are favorable, 44% neutral yet 8% responded with unfavorable. 100% of respondents acknowledged they have TOMS shoes. 56% of respondents said that they use the shoes for medium use and finally, the comfort of the shoes makes people wear them (64%). (Tables here: Tables 7 to 10) The responses denote that women are motivated by the favorable and comfort of the TOMS shoes. The comfort determines behavior since a person can use the shoes at convenience. This is one of the motivation factors why women are motivated and behavior transformed when using TOMS shoes. The respondents percentages reveal that people are motivated towards TOMS shoes due to quality. However, this point does not outweigh the marketing strategy of the corporation that has transformed the perceptions of many. Table 11 reveals that 56% of respondents acknowledged that “One on One” marketing strategy influenced their purchasing power. A dynamic trend was got when respondents were asked if they knew pig skin is used in making the shoes (Table 12). 24% stopped buying and 36% limited shopping (Tables 11 and 12 here) The one on one marketing strategy had a big impact on women motivation towards TOMS shoes. This is because majority acknowledged change of marketing strategy that is geared towards a cause. The 44% reveals that they were not influence; however, this could be so because they were not aware of the strategy. If they would be given a chance to witness the cause marketing strategy they all would be motivated and their behavior changed towards “cause” effect. Pig skin scared some respondent; however, it is because of religion factor and perception that people have towards pigs. It does not mean the shoes are bad their comfort and favoritism tells otherwise. Public awareness about pig skin would be recommended. The remaining tables 13-16 analyze the perception of women regarding TOMS shoes and 92% acknowledge they would recommend the shoes. A number of respondent acknowledge they did not use the website to get to know about the shoes. Equal number site used website. 6. Conclusions and Recommendations 6.1. Conclusion In conclusion, TOMS shoes are widely known in the market due to incredible comfort consumers get from using them. They favor various conditions thus customer have a shop to buy all their different type of shoes. Women are largely motivated by this trend of comfort and this influences their purchasing behavior. Another motivational factor is the cause marketing initiative. Motivation also differs in intensity, undecided in reaction to doubts and rising as these are resolved and objectives are more evidently envisioned. In this logic, inspiration can be an ambivalent, prevaricating state or a resolute willingness to take action or not to act. TOMS shoes acknowledged this fact and initiated a cause marketing strategies that has motivated and changed perception of women customers. Whether or not one knows what “cause” marketing refers to, there is a good possibility that they have engaged in it at one time.   6.2. Recommendation Pig skin information caused a scare to most of the respondents and generally a negative impact to sale prospects. It is necessary for the company to sensitize public and customers about usage of Pig skin on shoes. Website usage is relatively low and to get competitive advantage in international it is necessary for the company to engage in social media. Motivation and behavior are dynamic factors and the company has to ensure they maintain their functions to encourage. 7. References Bartter, J. (2012). A New Model of Corporate Social Responsibility: A Case Study of TOMS Shoes. IRGN 423 Corporate Social Responsibility Professor Gourevitch. Retrieved on December 14, 2013 from http://irps.ucsd.edu/assets/001/503681.pdf? Cakim, I. M. (2010). Implementing word of mouth marketing: Online strategies to identify influencers, craft stories, and draw customers. Hoboken, N.J: Wiley. IMC CLASS, (2013). Marketing for a Cause: One Pair of Shoes at a Time. Retrieved on December 14, 2013 from http://imcclass.com/2013/11/26/marketing-for-a-cause-one- pair-of-shoes-at-a-time/ Mycoskie, B. (2012). Start something that matters. London: Virgin. Russo, M. V. (2010). Companies on a mission: Entrepreneurial strategies for growing sustainably, responsibly, and profitably. Stanford, Calif: Stanford Business Books. Tables Frequencies Table 1 Notes Output Created 12-DEC-2013 14:39:28 Comments Input Data D:\Users\aa095566\Desktop\TOMS_1.sav Active Dataset DataSet1 Filter Weight Split File N of Rows in Working Data File 25 Missing Value Handling Definition of Missing User-defined missing values are treated as missing. Cases Used Statistics are based on all cases with valid data. Syntax FREQUENCIES VARIABLES=familiar knowing favorable own usage weareing model skin buy website recommend age /PIECHART FREQ /ORDER=ANALYSIS. Resources Processor Time 00:00:03.34 Elapsed Time 00:00:02.89 Table 2 Statistics Are you familiar with TOMS shoes? How did you know about TOMS shoes? How favorable or un favorable TOMS shoes are to you? Do you have TOMS shoes for your own? In terms of using TOMS shoes consider? N Valid 25 25 25 25 25 Missing 0 0 0 0 0 Table 3 Statistics Why do you wear TOMS shoes? One for one model did it affects purchasing decision? After knowing about the pig skin? From where you get TOMS shoes? website N Valid 25 25 25 25 25 Missing 0 0 0 0 0 Table 4 Statistics recommend age N Valid 25 25 Missing 0 0 Frequency Table Table 5 Are you familiar with TOMS shoes? Frequency Percent Valid Percent Cumulative Percent Valid yes 25 100.0 100.0 100.0 Table 6 How did you know about TOMS shoes? Frequency Percent Valid Percent Cumulative Percent Valid family 8 32.0 32.0 32.0 friends 12 48.0 48.0 80.0 internet 2 8.0 8.0 88.0 shop 3 12.0 12.0 100.0 Total 25 100.0 100.0 Table 7 How favorable or un favorable TOMS shoes are to you? Frequency Percent Valid Percent Cumulative Percent Valid unfavorable 1 4.0 4.0 4.0 neither unfavorable 1 4.0 4.0 8.0 neither unfavorable 6 24.0 24.0 32.0 nor favorable 5 20.0 20.0 52.0 favorable 8 32.0 32.0 84.0 very favorable 4 16.0 16.0 100.0 Total 25 100.0 100.0 Table 8 Do you have TOMS shoes for your own? Frequency Percent Valid Percent Cumulative Percent Valid yeas 25 100.0 100.0 100.0 Table 9 In terms of using TOMS shoes consider? Frequency Percent Valid Percent Cumulative Percent Valid light user 9 36.0 36.0 36.0 medium user 14 56.0 56.0 92.0 heavy user 2 8.0 8.0 100.0 Total 25 100.0 100.0 Table 10 Why do you wear TOMS shoes? Frequency Percent Valid Percent Cumulative Percent Valid because everyone wears it 1 4.0 4.0 4.0 it is a well-known brand 2 8.0 8.0 12.0 because it is stylish 6 24.0 24.0 36.0 because it is comfortable 16 64.0 64.0 100.0 Total 25 100.0 100.0 Table 11 One for one model did it affects purchasing decision? Frequency Percent Valid Percent Cumulative Percent Valid yes 14 56.0 56.0 56.0 no 11 44.0 44.0 100.0 Total 25 100.0 100.0 Table 12 After knowing about the pig skin? Frequency Percent Valid Percent Cumulative Percent Valid stop buying TOMS shoes 6 24.0 24.0 24.0 limit the shopping 9 36.0 36.0 60.0 changed level of consumption 2 8.0 8.0 68.0 did not believe it 3 12.0 12.0 80.0 did not affect the attitude 4 16.0 16.0 96.0 other 1 4.0 4.0 100.0 Total 25 100.0 100.0 Table 13 From where you get TOMS shoes? Frequency Percent Valid Percent Cumulative Percent Valid online shopping 14 56.0 56.0 56.0 family or friend 5 20.0 20.0 76.0 people buy it and sell it 2 8.0 8.0 84.0 other 4 16.0 16.0 100.0 Total 25 100.0 100.0 Table 14 website Frequency Percent Valid Percent Cumulative Percent Valid do not use website 9 36.0 36.0 36.0 TOMS 9 36.0 36.0 72.0 Amazon 3 12.0 12.0 84.0 other 4 16.0 16.0 100.0 Total 25 100.0 100.0 Table 15 recommend Frequency Percent Valid Percent Cumulative Percent Valid yes 23 92.0 92.0 92.0 no 2 8.0 8.0 100.0 Total 25 100.0 100.0 Table 16 age Frequency Percent Valid Percent Cumulative Percent Valid 10-19 5 20.0 20.0 20.0 20-29 19 76.0 76.0 96.0 30-39 1 4.0 4.0 100.0 Total 25 100.0 100.0 8. Figures Pie Chart 9. Appendix Share with us your journey of using TOMS shoes: Age: 10-19 20-29 30-39 Are you familiar with TOMS shoes? Yes/No How did you know about TOMS shoes? Family Friend Internet Shop Other Overall how favorable or unfavorable TOMS shoes are to you (Circle the number): (Very unfavorable) (Neither unfavorable, Nor favorable (Very favorable) -----1-------------2-------------3------------------4-----------------5-------------6-------------7----- Do you have TOMS shoes for your own? (Yes/No) How many? ……… In terms of using TOMS shoes I consider myself Light user Medium user Heavy user 1 2 3 Why do you wear TOMS shoes? (You can mark more than one) Because everyone wears it It is a well-known brand Because it is stylish Because it is comfortable Your taste is hard to satisfy Because I like online shopping Because ………………………………………………………. “With every product you purchase TOMS will help a person in need “one for one”” this is TOMS adapted model, did it affect your purchasing decision before? Yes/No After you knew that TOMS might be using pig skin in their shoes manufacturing: You stop buying TOMS shoes. You limit your shopping from TOMS.(keep buying but exclude the shoes with pig skin) You changed the level of consuming your own. You didn’t believe it. It did not affect your attitude towards TOMS shoes. Other ………………………………………………………… How do you get your TOMS shoes? Online shopping Family or a friend gets it from abroad People buys it and sell it to you Other ………………………………………… If you get you TOMS shoes online, from which website? TOMS Amazon Other ……………………. Do you recommend people to buy TOMS shoes? (Yes/No) And why? ………………………………………………… Read More