Journal of Social Sciences and Humanities
Articles Information
Journal of Social Sciences and Humanities, Vol.1, No.2, May 2015, Pub. Date: Apr. 22, 2015
Consumers Consider University-Licensed Merchandise: Doll Prototypes as Gifts, Collectibles, and Decorative Accessories
Pages: 59-66 Views: 4877 Downloads: 1089
Authors
[01] Paulette Hebert, Design, Housing and Merchandising, Oklahoma State University, Stillwater, OK, USA.
[02] Hyun-Joo Lee, Retail, Merchandising and Product Development, Florida State University, Tallahassee, FL, USA.
[03] Celia Stall-Meadows, Curriculum and Instruction, Community Care College, Tulsa, OK, USA.
Abstract
The purpose of this study was to identify consumer characteristics and preferences toward university-licensed collectible merchandise, which may influence the final design of the merchandise prior to mass production and aid the university in marketing the products to consumers. Specifically, this exploratory research investigated consumers’ opinions about university-licensed prototype dolls created in the likeness of the iconic university mascot and a cheerleader. After viewing laminated pictorial representations of the six doll prototypes at the University’s creativity bazaar, participants were surveyed on preferred doll characteristics, likelihood of purchasing, and anticipated end use, such as self-purchasing for collections or to give as gifts. A 12-question paper survey was completed by 84 adults, including university faculty, students, staffs, and bazaar attendees. Findings revealed the mostly female (76.2%) respondents expressed a willingness to pay more per doll than did male respondents, further validating a recommendation to market primarily to women. Also, most respondents preferred to purchase dolls as gifts or for a doll collection on display. Results were communicated to the doll manufacturer for potential revisions to the prototypes prior to production in order to increase popularity and potential sales. The study limitations included a small sample size and the large percent of female participants, and university faculty and staff members so the results may not be generalizable to the general population.
Keywords
University-Licensed Merchandise, Doll Collecting, Gift Giving, Displaying Collections, Consumers, Prototype
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