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SPLASH

Business Research Management – Survey Project 2010

SPLASH

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SPLASH
Business Research Management – Survey Project 2010

User Guidance
Table of contents

Background 3
Objectives 4
Research Design 5
Questionnaire 7
Data Analysis 10

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SPLASH
Business Research Management – Survey Project 2010

Background

Splash, a leading high street fashion retailer in the Middle East is part of the
Dubai-based Landmark Group. Headquartered in Dubai, UAE, Splash started
with just one store in Sharjah in 1993 and has since built a strong retail
footprint of 92 Splash stores and 60 branded boutiques across 9 countries.
The Landmark Group, founded in 1973 with a single shop in Bahrain has
grown into one of the largest retail organizations in the GCC and is
expanding rapidly in India. It currently operates 500 stores across the region
and has recently started operations in Jordan.

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SPLASH
Business Research Management – Survey Project 2010

Research Objectives:

• The main objective of this research is:


• To understand its position in market
• To identify direct competition
• To help lay foundations on which future strategies can be developed to
make the brand more competitive.

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SPLASH
Business Research Management – Survey Project 2010

Research Design:
The research will be conducted through following methods.

Questionnaire Design:
A self made questionnaire is a very easy and cost effective method. Our
Questionnaire will consist of simple questions. We shall ask open ended,
straight forward and some of the investigative questions also. We will use
likert scale for our questionnaire format. Our questionnaire will be of
maximum 14 questions.

Sampling:

We had a sample size of 30, which was based on a target population ranging
between age 16 onwards, irrespective of gender. We tried to get
representation of all different nationalities which are found in the UAE. Our
sample includes

Emaratis 4
Arab Expats 8
Asian Expats 18
Others none

The reason that we did not focus on other nationalities was primarily
because they represent only 5% of the total population and this would not
affect our research data.

Field work:

We carried out our field work at our offices where we surveyed the target
population. The field work consisted of the questionnaire. Our screener
question helped us to demarcate our questionnaire into two portions, section
A and Section B. Any non splash customer was not interviewed for questions
from section A. this helped us to save time and get accurate results. The
questionnaire was split between the members of the team and the field was
carried out in offices of Dubai and Sharjah where we also had access to the
target population which represented the true mix of the population.

We tried to maintain a common questioning pattern assuring the respondent


of confidentiality of information.

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SPLASH
Business Research Management – Survey Project 2010

Three key points for our field work are as follows:

• All team members had to be very well attuned to the questionnaire


• We faced difficulty at times in terms of the respondent questioning in
the middle of the survey
• For final compilation of the project we realized all members of the
team are equally important as field work and data analysis is a
tedious process and every member o f the group had to pay his part.

Data Analysis:
We will analyze the data carefully to evaluate that whether we have
achieved our goals of conducting the research. We shall see whether we
succeeded in finding the answers to our objective questions mainly “what is
the brand image of Splash in the market and identify current trends to
formulate a successful future strategy.”

Results:
Results will be in the form of a report provided after the research that is
going to be conducted. Report will contain the results in the form of
percentages that will help understanding the results compiled by the data
collected.

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SPLASH
Business Research Management – Survey Project 2010

Questionnaire for SPLASH Garments


Research

Dear Sir/Madam,
We, the students of Griggs University are conducting a survey on “Repositioning of Brand Splash”. Your
personal information will be kept confidential and data is used only for our academic project.

1- Did you buy any garments in the last six months?

 
Yes-1 No-2
If yes:

2- Gender:
 
MALE-1 FEMALE-2

3- In which age group do you belong?

 1- Below 20
 2- 21-30
 3- 31-40
 4- Above 40

4- What is your household income per month?

 1- Below AED 5000


 2- From AED 5000 to 10000
 3- From AED 10000 to 15000
 4- AED 15000 and above

5- What is the price range when you shop?

 1- Below AED 100


 2- AED 100-200
 3- AED 200-400
 4- More than AED 400

Which of the following is a key factor when you buy clothes?

 1- Quality of the clothes


 2- Price range

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SPLASH
Business Research Management – Survey Project 2010

 3- Style
 4- Availability

6- How often do you change the brand preference?

 1- Very often
 2- Occasionally
 3- Rarely
 4- Never

7- When you think of clothes which brand comes to your mind:

Brand Name First Mentioned Others Mentioned Aided


A. SPLASH 1 1 1
B. MAX 2 2 2
C. Giordano 3 3 3
D. HANG TEN 4 4 4
E. ZARA 5 5 5
F. MANGO 6 6 6
G. OTHERS 7 7 N/A
(SPECIFY)

8- Do you buy Splash garments product?

 
Yes-1 No-2

If “No” then refer to Section-B

9- You shop at SPLASH mainly for (Give your preference)

 1- Kids wear
 2- Formal wear
 3- Suits
 4- Party wear
 5- Regular

10- How long have you been using this brand?

 1- 0-1 Years
 2- 1-2 years
 3- 2-4 years
 4- Above 4 years
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SPLASH
Business Research Management – Survey Project 2010

11- Your view point

Neither
Strongly Strongly
Statement Agree agree or Disagree
agree disagree
disagree
A. SPLASH clothes express my
-1 -2 -3 -4 -5
style
B. SPLASH price range is
-1 -2 -3 -4 -5
affordable
C. SPLASH product is easily
-1 -2 -3 -4 -5
available
D. I always get what I want
-1 -2 -3 -4 -5
SPLASH
E. SPLASH provides good -1 -2 -3 -4 -5
service

12- What do you feel about SPLASH product Quality?

 1- Excellent
 2- Good
 3- Can be improved
 4- Poor
 5- Very Poor

13- Do you avail the Splash Sales offer?

 
Yes-1 No-2

14- How did you come to know of this offer?

 1- Internet
 2- Print Media (Newspapers, magazine)
 3- Television
 4- Radio
 5- Public Advertising (Road
Hoardings)

15- How satisfied are you with pricing during the splash Sale?

 1- Very Satisfied
 2- Satisfied
 3- Not Sure
 4- Dissatisfied
 5- Very Dissatisfied

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SPLASH
Business Research Management – Survey Project 2010

We appreciate your patience and cooperation for providing your opinion about SPLASH products.
Thank you.

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SPLASH
Business Research Management – Survey Project 2010

Data Analysis

The below mentioned data has been collected from a sample of 30 respondents who responded in
the positive when asked the screener question if they had bought garments in the last six months

Out of the sample size of 30, 63% of the respondents were males and 33% were females as represented in
the chart below.

Men Women
19 11

We found the age distribution of the respondants to be as follows. As evident majority of the customers
were within the age group of 21-40 year of age

Below 20 Above 40
years 21-30 years 31-40 years years
0 11 13 6

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SPLASH
Business Research Management – Survey Project 2010

On the question of the average household monthly income, the following responses were recorded.

Below AED AED 5000- AED 10000- Above AED


5000 10000 15000 15000
7 8 10 5

Regarding the price range when shopping, 47% of the respondants disclosed that they spent between
AED 100-200 on garments. Details below

Below AED AED 100 - AED 200 - Above AED


100 200 400 400
4 14 7 5

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SPLASH
Business Research Management – Survey Project 2010

In considering the key factor for which the respondants shop, the highest number of people opted for
qulity and then followed by price and style.

Quality Price Style Availability


12 7 7 4

We noted that majority of the respondents were changing their brands occasionally.

very often occasionally rarely never


7 17 6 0

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SPLASH
Business Research Management – Survey Project 2010

Of all the 30 people surveyed 67% turned out to be SPLAH Splash Customers

Not
Customers Customers
20 10

The reson why they shop is ilustrated below. As evident, Splash customers included mostly those who
purchased formal wear fro mthe outlets.

Kids Wear Formal Wear Suits Party Wear Regular


4 11 0 1 4

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SPLASH
Business Research Management – Survey Project 2010

The customers who had been purchasing from SPLASH outlets gave the below data when questioned
about their loyalty in years. 40% of the surveyed admitted that they had been ourchasing SPLASH since 1
year.

Above 4
0 -1 Years 1-2 Years 2-4 Years Years
7 8 5 0

The brand Loyalty question showed us the following results

Neither
Strongly Agree or Strongly
View Point Agree Agree Disagree Disagree Disagree

Style 1 11 6 2 0
Affordability 1 10 8 1 0
Availability 1 5 12 2 0
Get what’s
needed 1 5 11 3 0
Good service 2 11 7 0

A high proportion of people consider SPLASH a good brand

Can be
Excellent Good improved poor Very Poor
1 11 8 1

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SPLASH
Business Research Management – Survey Project 2010

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SPLASH
Business Research Management – Survey Project 2010

75% of Splash customers availed the Sales and special offers at SPLASH outlets

Yes No
15 5

The Print media was a very efficient media for advertisingment of the special offers. Half of the splash
customers were aware of the offers via the print media.

Public
Internet Print Media TV Radio Advertising
1 10 0 5 4

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SPLASH
Business Research Management – Survey Project 2010

Data analysis for the number of subjects that had Splash as their first mentioned brand of choice.

Other
Splash Max Girodano Hangten Zara Mango s
11 1 2 1 5 3 7

The second choice for the surveyed respondants.

Other
Splash Max Girodano Hangten Zara Mango s
10 10 12 13 10 3 19

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SPLASH
Business Research Management – Survey Project 2010

Below is the ratio of responses when we had to aid the respondants into memorinzing these brands

Splash Max Girodano Hangten Zara Others


11 20 18 18 15 26

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