Quantitative
The pictures below are the results from a survey. The results showed a tendency towards the following results:
- All those surveyed were familiar with the Patagonia brand
- 80% of those surveyed were willing to spend $25-50 on a fleece jacket
- 20% of those surveyed were willing to pay $50-75 on a fleece jacket
- Words that come to mind when you think of Patagonia, include: South America, Shirts, Mountains, Hats, Outdoors, and Expensive
- When given three options, preferred brands (in order) were: Columbia, North Face, Patagonia
- 80% of those surveyed would be more likely to purchase a product from a company who values sustainability
Qualitative
In a developmental research discussion with 5 UT Dallas students under the age of 25, I found that students enjoy the Patagonia brand, but prefer to buy other brands at a lower cost. Patagonia stands out as a leader in their mind, due to their lobbying efforts for environmental issues. While the environment is important to many students, the price of Patagonia products outweighs their desire to help the environment. For individuals who are familiar with camping, Patagonia products are known to be well-made. When told about Patagonia's company environment and many of their programs for employees, several students said they will consider applying for jobs with Patagonia in the future.