MARKET

RESEARCH FOR
INTRODUCING
SWEATERS

Consumer Survey
Objective:
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

Consumer Survey

Consumer Survey

Consumer Survey

Respondents Basic Statistics

Salary 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 placket

34 % 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 Analysis
Q9. What do you like about John Players?

22% respondent liked price and style/design about John Players other products

Survey Analysis
Variability Chart % of Sweaters Vs Salary Bracket

Wardrobe constitutes of more Sweaters for lower salary bracket

ANOVA
Hypothesis

H0:
H1:

1 = 2 = 3 = 4 = 5 = 6
i j for at least one pair i, j

Result: P value < .05 , Reject null

Survey Analysis
Variability Chart % of Formal Suit Vs Salary Bracket

Wardrobe constitutes of more Formal Suits for higher salary bracket

Correlation

Correlation coefficient

Salary

Bracket

Spend

0.767

Vs

Amount

Regression

Not a very robust model since the R-sq(adj) on 32%

Consumer Survey
Findings & Conclusion:
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

Consumer Survey
Findings & Conclusion:
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