Primary Research - Survey

Primary research - 
As part of our group primary research, we decided to set out a survey on SurveyMonkey and send out to 100 people between us and the results we got back they were expected. These were our questions and the answers we received; 

Question 1 - 
What is your age and gender? 

Answer - 
We had responses from both Female and Male and aged between 15-78

Analysis - 
It was good we had received answers from both genders and a range of different ages which makes our answers more reliable as they are not all from one generations perception of Umbro. 

Question 2 - 
What is the main form of social media that you use? 

Answers - 
Instagram (65%)
Twitter (12%)
Facebook (23%)

Analysis - 
From this Instagram was chosen as the most used social media which is something that we as a group guessed would happen but this is one of the social medias that Umbro do not focus on. Umbro ted to focus on facebook the most out of all of these and this is what is not used by the people we asked. 

Question 3 - 
Which of these collaborations have you heard of? 

Answers - 
Pepsi x Umbro (15%)
Vetements x Umbro (7%)
Missguided x Umbro (29%)
Off-White x Umbro (16%)
House of Holland x Umbro (6%)
None of the above (55%)

Analysis - 
Over 50% of the people we asked had never heard of any of these collaborations which is bad for their marketing as who they have collaborated with are quite big and a very small percentage has heard of these. Umbro need to collaborate with more in trend brands to be recognised more with younger generations. 

Question 4 - 
Rank these brands in order of which you would most likely buy from

Answers - 
Umbro (2.73)
Nike (5.28)
Adidas (4.73)
Fila (3.15)
Puma (3.01)
Kappa (2.07)

Analysis - 
Umbro is one of the bottom brands in this ranking, it sits just above Kappa which  is saying something about their popularity compared to similar brands, Nike and Adidas are at the top of the choices which is saying something on how successful their brand is. 

Question 5 - 
Have you ever brought from Umbro?

Answers - 
Yes (56%)
No (44%)
If you answered no then please specify why?

Analysis - 
Over 50% of people we asked as bought from Umbro before which is a good sign but I thought it would be much higher, some of the responses we received were "Nothing has caught my eye", "I'm not a footballer", "Never heard of them". Responses like this which we received were shocking because it really does put into perspective of where Umbro sit within other brands. 

Question 6 - 
If you answered yes then what did you buy?

Answers - 
Football merchandise (31%)
Football boots (36%)
Football equipment (21%)
Sweatshirt (24%)
Tracksuit (10%)
Socks (33%)
Accessories (7%) 
Other (Please Specify)

Analysis - 
Socks was one of the most bought items from Umbro along with Boots is something that shocked us that socks were higher than the other choices. Hardly anyone has brought anything fashion wise from Umbro where only 24% of people have bought a sweater. 


Question 7 - 
What is your perception of Umbro?

Answers - 
Outdated (41%)
Expensive (5%)
Affordable (23%)
High Quality (6%)
Low Quality (15%)
On Trend (9%)

Analysis - 
The majority of people think that Umbro is outdated and quite a low priced brand which is something that they are known for now and this is why they are decreasing in sales and becoming less successful 

Question 8 - 
Do you link Umbro with a fashion brand or a sports brand?

Answers - 
Sports (92%)
Fashion (8%)

Analysis - 
This was a question we wanted to determine whether or not Umbro is linked with either a sportswear brand or a fashion brand. 92% of people we asked thought that they were a Sports brand and only 8% thought they were associated with fashion which is something that I think they would be more successful if they were a fashion brand. 

Question 9 - 
Which retailers have you seen Umbro sold in?

Answers - 
ASOS (30%)
Sports Direct (84%)
JD (65%)
McArthur Glen Designer Outlet (4%)
Asda (9%)
Other (Please Specify)

Analysis - 
There was a big percentage that has seen Umbro sold in JD and Sports direct which is important as they are aware that these retailers stock Umbro and they have noticed it. There are retailers such as ASOS and McArthur Glen which Umbro should be more well known but as they are limited with Advertising this is something that didn't shock me. 

Question 10 - 
If you could make a change to Umbro what would it be? 

Answers - 
"Forget about it"
"Gross, chavy old people, those white shoes with no laces are the image that pop up"
"Don't really like their products"
"Never see their stuff advertised much"
"Not my thing"

Analysis - 
From the comments made by the public this just shows that Umbro is becoming more and more unsuccessful by the minute, some people have never heard of them snd others have such strong opinions on them.