BRM Delivery
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Transcript of BRM Delivery
MARKET RESEARCH FOR
INTRODUCING SWEATERS
Consumer Survey
Understand consumer preference before offering winter wear, specially sweaters.
Sub Objectives Profile the target customer- age and economic segmentation Consumer buying behavior for ‘sweaters’-brand loyalty vis avis
fashion/trend Attribute preferences that influence sweater purchase Amount spent on sweater purchase and ‘willingness’ to spend Styles preferred by consumers for sweaters Assessing ‘brand consciousness’ of consumers Frequency of purchase and purchase occasion comparison across brands Consumer perception of John Players as a brand
Objective:
Consumer Survey
Consumer Survey
Consumer Survey
Respondents Basic StatisticsSalary Bracket
Sex
Market Share: Winter wear
Share of categories in winter wear sale:
Sweaters constitutes 31% of winter wear collection
Survey Analysis
Q1. What percentage of the
“Sweaters” constitutes your
winter wear wardrobe?
Other Options:
Casual Jackets / Blazers
Sweatshirts
Formal Suits 40% people responded there wardrobe
constitutes 20-40% of Sweaters.
Survey Analysis
Q2. Does your winter wardrobe
consist of sweaters? If yes, what
leads you to it?
Options:
Brand
Fashion/trend
Occasion (Work)
Occasion (Non Work)35% people responded Brand inclination
29% Fashion & Trend
Survey Analysis
Q3. What are the most important attributes you take into consideration
while buying sweaters? (Rank on scale of 1- 5, 1-mst imp)
Options:
Price
Fabric/Performance
Comfort
Pattern/Fit
Design/Style Combined score of weights allotted to ranking of attributes revealed that “COMFORT” is the most important attribute that people take into consideration while buying sweaters
Survey Analysis
Q4. Which style/design do you often buy?
Options:
V neck
Round neck
Front zipper
V neck cardigan
Chest zipper with collar
Collar and front button placket34 % respondent like to have V Neck
Survey Analysis
Q5. What is the amount that you spend on a single sweater purchase?
Options:
<1000
1000-1500
1500-2000
>2000
32% respondent accepted 1500-2000 as amount
spend on single sweater purchase
Survey Analysis
Q6. Which brand do you shop for sweaters?
Survey AnalysisQ9. What do you like about John Players?
22% respondent liked price and style/design about John Players other products
Survey AnalysisVariability Chart % of Sweaters Vs Salary Bracket
Wardrobe constitutes of more Sweaters for lower salary bracket
ANOVAHypothesis H0: µ1 = µ2 = µ3 = µ4 = µ5 = µ6
H1: µi ≠ µj for at least one pair i, j
Result: P value < .05 , Reject null
Survey AnalysisVariability Chart % of Formal Suit Vs Salary Bracket
Wardrobe constitutes of more Formal Suits for higher salary bracket
Correlation
Correlation coefficient Salary
Bracket Vs Amount Spend
0.767
Regression
Not a very robust model since the R-sq(adj) on 32%
Consumer Survey
Sweaters constitutes almost one third of the winter wear collection market
winter wear wardrobe for almost 40% of population constitutes one forth
from sweaters
One third of the population is brand conscious and one third fashion and
trend
Most of the population looks for comfort and Design/Style
The category is dominated by sweater brands like Monte Carlo, Peter
England & Kutons and consumers bank upon these for quality, designs,
price and comfort and the Top of mind recall awareness is highest there.
Most of the people like V neck sweaters
Findings & Conclusion:
Consumer Survey
People recall John Player for price, style and design
Brand pull and fashion/trend are important factors for customers while
buying sweaters.
Customers want a ‘deal’ hence they want comfort and trendy fashion at
affordable prices as most of them do not want to spend beyond 2000 on a
single purchase
Customer would like more of V neck and front zipper sweaters
Customers like John Players for price and style/design with nearly 50%
people citing these as the reasons why they like JP. Hence, these need to be
emphasized in the sweater range
Findings & Conclusion: