MARKET RESEARCH

BRAND POSITIONING OF
BACKPACK IN STUDENTS
UNIVERSITY STUDENTS

MEMBERS

JESSICA ARAVENA TAPIA

MILENA BRIONES MUNDACA

TEACHER

CAMILO ARAYA PIZARRO

CHAIR

MARKET RESEARCH

DATE

September 24, 2018

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 CONTENT
INTRODUCTION .................................................................................................... 3

OBJECTIVES ............................................................................................................ 4

GENERAL............................................................................................................ 4

SPECIFIC..................................................................................................... 4

METHODOLOGY...................................................................................................... 5

SAMPLE............................................................................................................... 6

DATES.................................................................................................................... 7

DESCRIPTIVE STATISTICSA .

2. POSITIONING VARIABLES....................................................... 7

POSITIONING MAPSO ........................................................................... 8

1. DESIGN-SIZEO ..................................................................................... 8

2. DURABILITY-SIZE............................................................ 9

3. PRICE-DESIGN..................................................................................... 10

4. COMFORT-SIZE .......................................................................... 11

5. MARKET POSITIONING MAP ..................................... 12

CONCLUSIONS AND RESULTSS ..................................................................... 13

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 INTRODUCTION

The following research will show evidence of what the preference is for the
students of Business Administration Engineering from the Research course
of Markets regarding backpack brands.

The main goal of this work is to highlight which are the fundamental factors
what predominates when we prefer one brand over another when choosing
a backpack, an item that is clearly very necessary for every student.
The research is conducted through a survey which will present data from
quantitative and qualitative characteristics about the surveyed subjects.
The use of a backpack among students is common, in which they carry everything.
the necessary to carry out their daily tasks in the educational field, without failing to
mention that it is also used to transport all kinds of objects and thus
to carry it more comfortably, however, the first are the ones in charge of
maximum weight transported by the backpack, that is why it is necessary to know
what are the factors that influence the selection process, in order to
to know which one or which ones are the most suitable to use daily.

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 OBJECTIVES
GENERAL
Determine the positioning of backpack brands in the
university students.

SPECIFIC
To know which are the most relevant attributes at the time of selection.
a backpack.
Quantifying the average expenditure that students incur when they shop
a backpack.
Identify selection patterns according to the gender of the respondents.

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 METHODOLOGY

The methodology used in this research is of a mixed nature, that is to say we

provided qualitative and quantitative data, this will allow us to analyze from
different perspectives on positioning.

The questionnaire was conducted through Google Forms and managed by the
students Jessica Aravena and Milena Briones, via email. The
The duration of this survey was approximately 1 month.

Once the results were obtained, they were downloaded to an Excel table for their
posterior analysis.

The instrument consists of 11 questions, the first ones are related to

identification of the respondents, age, gender, and email address, the
the latter are informative in nature as they developed through this
research.

Four of the questions in the instrument are quantitative in nature, so

only the mode of the data can be obtained from its descriptive statistics
From the other questions, all descriptive statistics can be obtained.

The positioning of brands is done through a bubble chart.

which allows linking more than two factors to analyze each brand, in addition to
visually show the size that each brand represents within the
preferences of the students in the Market Research course.

It is important to note that there are variables that are directly related.
therefore it is not straightforward to conduct a concrete analysis of how they present themselves

inside the market.

The chart used on this occasion to highlight the positioning is the

3D Bubble Chart for better appreciation of its size.

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 SAMPLE

The type of sampling used for the selection of individuals was Sampling
Simple Random (M.A.S), which will specifically be random through a
raffle. The universe that was decided to study is the students of the degree
Engineering in Business Administration, Market Research course, from the
University of La Serena corresponding to 29 students.

The sample was calculated using a sample calculator (survey software),

which provided us with the following information; the sample that we must
surveying 27 students, with a confidence level of 95%, margin of error
maximum 5%.

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 DATA
1. DESCRIPTIVE STATISTICS

Edad promedio de los encuestados: 21 años

17 Women–10 Men
$20,740

2. POSITIONING VARIABLES

The following table shows the variables with which the were made
mapas de posicionamiento; Durabilidad, Precio, Tamaño, Comodidad y Diseño,
in addition to presenting the market share of each brand.

It is important to note that each value presented represents the average rating.
obtained by each analyzed brand, according to the students' assessment of
Market Research course of the Business Administration Engineering degree
Companies from the University of La Serena.

Durability Price Size Comfort Design Participation

Extreme 5,46153846 4,42307692 5,46153846 5.5 4.73076923 23.10%
Head 5.44 4.56 5.2 5.36 4.84 15.40%
Oneill 4.75 4,83333333 4,95833333 4,66666667 5,04166667 7.70%
Doo 4,66666667 4,83333333 4,73913043 4,58333333 5,16666667 3.80%
Australia
Jansport 4.84 5.33333333 4,875 4,73913043 4,95833333 15.40%
Adidas 5,47826087 5,41666667 5,125 5.26086957 5.26086957 3.80%
Another 4.5 4.0625 5 4,93333333 4,92857143 30.80%

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 POSITIONING MAPS

1. DESIGN-SIZE

The following positioning chart shows the rating given

university students regarding the size and design of brands
backpack.

DESIGN

Extreme
Head
SIZE Oneill
Doo Australia
Jansport
Adidas
Another

FIG. 1

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 2. DURABILITY-SIZE

The following graph shows the positioning of backpack brands in the

university students regarding the size and durability of these.

Extreme
Head
Oneill
DURABILITY
Doo Australia
Jansport
Adidas
Another

SIZE FIG. 2

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 3. PRICE-DESIGN

The following positioning chart shows the valuation that is given to the
university students to backpacks of various brands regarding their
Design and Price.

Extreme
Head
PRICE
Oneill
Doo Australia
Jansport
Adidas
Another

DESIGN
FIG. 3

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 4. COMFORT-SIZE

The following positioning chart shows the valuation that is given to the
university students to a series of backpack brands regarding their
Comfort and Size.

Extreme
Head
Oneill
Doo Australia
Jansport
Adidas
Another

COMFORT FIG. 4

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 5. MARKET POSITIONING MAP

The following positioning map aims to demonstrate how

Each brand analyzed among university students is cataloged.
In addition to presenting information regarding purchasing within the market of
backpacks in Chile.

It is worth noting that the "Other" option, although it has the highest percentage of choice,

this is mainly due to the option indicated by the respondents, who

they mentioned a number of other brands not analyzed in this study of
positioning. An additional 10 brands have been identified to those that have
participated in this study, where each of them represents 3.8% of
the preferences of the students. The other brands indicated by the
students have been such as; Nike, Amphora, Rusty, Totto, among others.

Market Share

23.10% 15.40% 3.80%

3.80%
7.70% 30.80%

Extreme Head Oneill Doo Australia Jansport Adidas Another

FIG. 5

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 CONCLUSIONS AND RESULTS

Extreme for having better aesthetic design such as closures, patches, pockets,
color diversity and applications tends to have lower capacity in liters
(Size), since backpacks are measured in volume capacity, that is to say
how much space the backpack covers and not how much weight it can hold. Contrary to this
the brand is qualified Doo Australia, which has lesser design, but
its capacity in liters is greater, this allows for the possibility of transporting more
number of items in our backpack, whether from notebooks to a
laptop, while the Extreme backpacks have a better design
cataloged and lower capacity cannot do the same work, these backpacks
They are usually used by women who focus on each one.
the details that a backpack has when acquiring one for your use
daily, while the other brands tend to be more homogeneous, as their
Size is directly related to its design. (Figure 1)

Extreme has greater durability and larger size compared to the others.
this stands out, as it is the highest-rated brand in relation to
these two variables, while Doo Australia and Jansport are located
rated with low durability and smaller size, that is why the two brands
the aforementioned tend to be underutilized by university students,
this is the result of the fact that it is vital for students to have a
durable and of considerable size, since in the case that their backpacks
they present defects, they feel obligated to buy a new one, it is for this reason
that students prefer to acquire a good quality backpack
and large enough for daily use of this, without having to make more than one
replacement per year. (Figure 2)

Adidas is rated with a higher price and better design with a

considerable rating compared to other brands, this is the result of the
sobriety of colors and design in accordance with the type of sports backpack offered
Adidas, mainly used by men, while Extrem is one of the

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brands that have a lower rating regarding these two variables, lower
price and lower design, therefore Extrem can be one of the brands that
tends to be more accessible for students, who invest on average
between $10,000 and $19,999 in a backpack. Oneill is one of the brands that
presents a balance between price and design by presenting standard rating, for
Oneill is one of the brands where we can get a good
design and a reasonable price in relation to the expenses incurred by a student in
backpacks. (Figure 3)

Extrem is one of the brands rated with the highest capacity in liters, allowing
to transport various items, in addition to having the highest rating with
regarding the comfort it offers, contrary to this brand and rating, it is
Doo Australia, which is rated with less comfort and smaller size, with a
3.8% being one of the least used brands by students
university students, while Adidas is one of those that presents a relationship
directly proportional between the size and comfort of their backpacks, so
they can be an option for that student who is not looking for a backpack or
specific brand. (Figure 4)

Without a doubt, a backpack is an essential item for any activity.

the academic study that is carried out, this positioning study has demonstrated how
the brand Extrem has positioned itself among university students, as
the backpack with the most sales and preference, is for this reason clearly
relevant information that allows for reaching a larger audience
to think about diversifying their products, focusing mainly on design,
the comfort, durability all this together with a convenient price for the
student. (Figure 5)

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