Jennifer Sato

 Jennifer Sato
Mentor: Dr. Hyunjoo Oh
Warrington College of Business
 
"I became involved in research after my academic advisor recommended enrolling in the Dr. Oh's Retail Consulting course. During the class, I worked with a group to analyze a company's multi-channel strategy by conducting focus groups. I am looking forward to enriching my research experience through the University Scholars Program."

Major

International Business

Minor

Dance; Chinese

Research Interests

  • Retail
  • Social Media
  • International Business

Academic Awards

  • UF University Scholars Program
  • Florida Bright Futures
  • Beta Gamma Sigma Honor Society
  • WCBA Scholarship
  • International Center Study Abroad Scholarship

Organizations

  • Danza Dance Company
  • Warrington Diplomats
  • Florida Leadership Academy

Volunteer

  • Relay for Life

Hobbies and Interests

  • Dance
  • Reading
  • Travel

Research Description

Understanding Consumer Perception of Authentic, Genuine, and Vintage Products
Authentic, genuine, and vintage are all concepts that can be perceived differently among consumers of different cultures. Through focus groups and individual interviews, I will determine the differences in understanding of the three concepts by finding out which other brands are points of reference for both American and Chinese consumers. I will also determine the importance of visual communication when marketing the concepts. Following the initial research, I will examine the social media practices of Fossil, an American lifestyle brand, and see how they convey their marketing messages to satisfy the needs of consumers across different cultures.