The survey was trying to confirm or reject the following assumptions:
- Also younger people are interested in custom-made jeans (NOMO's current target group is urban women 35-45 years old)
- The price is perceived reasonable
- Social media is an effective channel to target the potential customers
- Also people outside of Stockholm go to the city regularly for shopping (they should not be forgotten in marketing)
We also wanted to know
- Is fit one of the most important criteria for buying jeans for the Swedish customers? To whom it matters the most? (fit is NOMO's strongest competitive advantage)
- What kind of brands attract those who also claim to be interested in custom-made jeans? (Which direction NOMO should take in its brand building?)
- Where people really buy their jeans? For example someone said Tiger of Sweden is her favorite brand, but she buys her jeans from H&M or Carlings. Liking something doesn't mean the person would actually buy it. This must be remembered also when looking at the answers to the question "are you interested in custom-made jeans". The survey only gives some idea what are consumers' attitudes towards NOMO's product, who might be potential customers and what kind of marketing NOMO could use.
In order to get big enough sample, personal interviews should perhaps be conducted in addition to the web questionare. This way also potentially not-so-active web-users could be included into the sample.
Hi all,
ReplyDeleteI just want to add to your nice survey, that very important for me would be see the results and answers as well, so be sure you can add them ASAP. I understand your logic and reasonable questions, but they need to be answered at least from one part or from your point of view based od research and experience...
Hey,
ReplyDeleteReferring to my comment on your previous post (survey), this really clarifies your research objects, good!
It is important to demonstrate the brainwork your group has been doing and I think this post shows a good example of multi-sided 'professional' thinking. I liked especially your remark to investigate whether the social media can be considered as an effective targeting channel.
Due to the somewhat unusual format of our course project, all the groups are needed to ponder how to present their analysis in an appropriate way. Keep this style - you're definitely on the right track now.
Janina
Hi,
ReplyDeleteI was impressed to see you had conducted a survey! :) Where did you publish the survey? I've used online discussion boards etc. to get respondents, but certainly that can result in a biased sample. That's not a big problem if you consider that in your analysis. So, I would recommend some large online communities for you too to obtain more respondents, with the permission of the moderator etc., of course.
If you had had more time and resources, a more qualitative approach could have given you deeper insights to the matter. However, even now, if you get enough responses, the survey will provide you valuable data. Good job :)
- Antti