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: