Amazon Market Opportunity Research

During the Fall 2025 semester, I completed a Marketing Research course taught by Dr. Kim Yongseok. From the start of the semester, we were introduced to a comprehensive final project that my team—Candela, Arantza, Nicolas, Diego, Alejandra, Luisa, Brianna, and I—worked on throughout the term, applying the concepts and methodologies learned in class.
For this project, we were tasked with identifying a critical marketing problem for a firm, collecting and analyzing relevant data using R and RStudio, and presenting our findings through both a formal in-class presentation and a final written report. Our team selected Amazon and explored its significant growth opportunity within the fashion sector. We identified a lack of trusted, high-quality fashion brands on the platform and found that negative perceptions of value and quality discourage consumers from purchasing apparel, ultimately impacting engagement across other product categories as well.
We developed and tested over 80 variables and five hypotheses, collecting data from 120 respondents. Our analysis included descriptive statistics, histograms, plots, standard deviation and mean calculations, as well as univariate and multivariate tests. The results revealed that consumers prioritize brand familiarity, trust, and product availability over more subjective factors such as style or durability. Our findings suggest that by strategically incorporating well-known and reputable fashion brands, Amazon could increase purchase likelihood, strengthen platform preference, and improve overall consumer engagement. More detailed findings and visual analyses are included in the Project Slides link.