Market Research On Primarks Clothing Marketing Essay

marketplace interrogation On Primarks Clothing marketing EssayThe UK clothing and foot fall apart (or app atomic number 18l) grocery was worth(predicate) an estimated 46.05bn in 2009, accounting for 5.3% of total consumer spending (Key Note Publications Ltd, July 2010). match to Mintel, (June 2010), or so half (12.7 million) of women in the UK worn- let out(a) the same or even much than on their wearing apparel in 2009 in spite of the economic recession.Consumers involve debase back on waste activities such as holi years and eating out, they down continued to spend on clothing and footwear indicating that they are universe selective about what to spend their money on and are choosing to grease ones palms clothing over a meal out. Over half of boilers suit UK consumers (54%) did not reduce the amount they spent on clothes during the historical year and one in ten dollar bill (11%) of consumers say they actu each(prenominal)y spent more on clothes than they usua lly would over the past year, despite the economic difficulties. This could be because consumers have cut back on leisure activities (Mintel, June 2010).Between 2005 and 2009, the womens outerwear segment actually declined slightly in value, because ordinary impairments were 22% humbleer in 2009 than they were in 2005. This occurred despite the dynamism of spendthrift make, in which more and more garments are bought besides worn nevertheless a few times before they go out of fashion and are disposed of (Key Note Publications Ltd, July 2010).Consumers are now tending towards the cipher end of the market, which is targeted by companies such as Primark, Peacocks and Matalan, or the designer, premium-priced extreme. The mid-market has consequently drive very competitive, with the struggles of Marks and Spencer, Arcadia Group and BhS to retain market share (Infomat, elevated 2006).Besides the mid market form, the theatrical role over quantity trend appears to have risen up th e consumer priority list, with almost four in ten consumers who intend to spend more on clothing in the coming year claiming that they bequeath pay more for quality clothes (Mintel, June 2010). Consumers might consider that expensive re minutes tend to be of better quality. in that locationfore, the UK Retailers should oppose quickly in responding and considering the quality mess sequence of their clothing in dictate to satisfy consumers needs and wants and at that placefore, cast up their market share.Background to the studyThe Primark storey has been one of continuing success founded on a unique junto of fast fashion and lean operations. Its operations in Great Britain began in 1973 with four out-of-town stores. The fol lowing year saw the opening of the low UK High Street stores in Derby and Bristol. In the next ten years, 18 stores were added in the UK bringing the number of stores in the 22. Till date, Primark has been sufficient to open 145 stores in the joined King dom. (Primark, 2010).Over the years Primark has been equal to(p) to provide cheap and affordable clothing, but the quality of the carrefour has been questionable. In the first and second quarter of the year, Primark recorded a 17% year-on-year gross revenue increase in which it was driven by more selling space, Primark looks potential to continue in a similar successful vein for the predicted future, but its continued growth is not without some market barriers, Primark could be shit disfranchised and its lack of association with quality could also prove reproving in the massive term.(Mintel, 2010)The retail landscape is about to change as the deflation of the last decade comes to an abrupt end. Raw material prices, freight and wear out costs (particularly in the Far East) are rising and, coupled with the imminent VAT increase and unfavourable foreign exchange movements, clothing prices on like-for-like items are expected to rise by at least 5% next year Mintel (2010). Primar k shagnot continue to provide cheap clothing because of the tall production cost and tax rate, if the prices of the products are increased and the quality keeps thwart the consumers, consumers could decide to switch back their trustworthyties to the mid market retailers like fracture and H and M who have celebrity designers such as Stella McCartney and pry Choo designing ranges for them to reassert themselves in the clothing retail market.Primarks main cogitate of clothing is producing value clothing which butt end be afforded by the low and middle class consumers. But there could be trouble along the way as the perception of product quality appears to be slipping, consumers are now obtain for deals and graveling value for money. The main test of this speck is to improve its quality and reposition its image in the minds of the existing and radical consumers.Management ProblemThe major expel facing Primark is to improve its quality and reposition its image in the minds o f the existing and new consumers and thereby increase its market share than its current market position. Therefore the Management closing Problem would beHow Primarks clothing could increase its market share.Market Research problemsA market inquiry problem bequeath be carried out to support the management decisiveness problem of Primark. Therefore the market question problem for the study impart beTo assure consumers steads and the level of gladness derived from current product qualities.Research ComponentsThe look for components are used for identifying the market interrogation problem. Therefore the look into components are What criteria do consumers use in selecting a clothing brand? How do consumers evaluate Primark and its competitors based on the identified choice criteria? What are the consumers bearings towards Primark? To determine the psychographic and demographic profile of the consumers literary works reviewGlobally, clothing continues to serve the common ch ord basic functions of concealment, protection and identity. However, when obtain for a piece of clothing, the third factor identity is the criteria that the consumer in ripe society is completely engrossed with. Clothing has the ability not moreover to represent status in society, or act as a measurement of ego-esteem, but usher out reveal personality and what values a person holds dear to them (What you wear is what you are, 2010). Solomon and Ranbolt (2004). confirm that revealing identity through the clothes a person wears is a conscious finality A consumer exhibits attachment to an objectto maintain his or her self-conceptClothing can function in a similar way (p. 148). This perception of how consumers see themselves is called the ego-Concept Theory, which categorises the term Ideal Self as something a person is always refineing to achieve. Therefore a retailer will be more successful if the goods they sell quicken a person in realizing their ideal self (Diamond 2 006).Undoubtedly, the ideal self of the UK consumer is an increasingly fashionable one. This does not just apply to the younger age base, but also the old(a) and more affluent age group who enjoy keeping up to date with current trends. Previously, this was very hard to accomplish as there was virtually no consumer choice for the older market segment, but value stores have attempted to address this issue (Clothing Market in the United Kingdom, 2006). These value chain stores allow consumers to tarry fashionable sequence computer memory on a budget and have arguably led to the creation of the term Fast Fashion. This refers to the current consumer garb of only wearing a piece of clothing a handful of times before it becomes unfashionable and is discarded (Clothing Footwear Industry Market Review 2010). Selling unfashionable items at rock-bottom prices and thereby advance this unsustainable practise does not enhance a companys re positionation as Solomon and Rabolt (2004) deal the green movement, is a priority for many consumers around the world (p. 148). beingness socially responsible has been a constant issue for Primark and its low price and so-called fast fashion has prompted inquiries into how it can achieve this without ignoring ethical guidelines. This event became clear when BBCs Panorama series went behind the scenes in India only to find children working in slum-work shop ats for poor pay on terribly long hours (Primark on the rack, 2008). Such production lines contribute to the quality of the end product that Primarks displays on its rails and while consumers may be prepared to put up with poor quality during the recession, the latest research shows that this, among early(a) factors, will soon change The average prices paid for apparel could well clams to increase, for three reasons a move towards higher quality, comfort and design pack for more expensive but sustainable products (Clothing Footwear Industry Market Review, 2010). Due to th e competitiveness of the UK clothing industry (Clothing Market in the United Kingdom, 2006), it is vital that in order to remain successful retailers become more responsive to the needs and wants of consumers (McMeekin, 2009).As argued by Alex Blyth, presenting a brand as cheap without ruining its value is one of the trickier marketing strategies to master ( Alex Blyth, 2010). Primark real needs to focus more on adding value to their product while having minimum effect on price as lower price is eventually their strength the same has been concluded by Robert Passikoff The buying decision has shifted from price to an even greater emphasis on value.Primark which already do a good use of its Suppliers chain during recession, by offering locomote down prices to pull more customers and successfully maintaining its competitive edge .However Primark can stress on its suppliers to add more value ( musical note and other attributes) to the products so that growing market segment which ten d to adopt to quality product can be extracted. This will not only athletic supporter Primark attract more customers but will also turn the satisfied customers to stanch customers. A leading communications company found via delight research that those customers proclaiming to be extremely or very satisfied were their least remunerative customers in terms of revenue and product usage indicators( Pete Clark / Graham Tutton Oct 2007).Our research is led by the spirit of growth and increasing the market share, this is requisite by the market implicitly and explicitly. Enhancing your business performance is a aeonian process. World-class organizations do not want satisfied customers. Developing strong, loyal relationships with customers, effectively managing these relationships, and applying the latest thinking to measuring and managing customer perceptions, are the keys to turn satisfied customers to loyal customers ( Pete Clark / Graham Tutton Oct 2007).Based on the previous stu dies we try to find that what values (Corporate Social Responsibility, value, Quality, patronage effect or bell ringer Identity) most to the Primarks Customers, and how can Primark add value to its product? So that more customers could be attracted and more diverse segments of the market could be targeted.Research sampleThe secondary information demonstrates that there are some consequential factors which can have influence on the perception and situation of the consumers through the decision-making process. i.e. the price, if a higher price or a lower price can affect the attitude of consumers towards Primark brand image quality pleasant to others, joint of mouths do consumers feel satisfied of the shop surround of Primark or not the durability of the products style of clothing comfort packaging and fabric also. furthermore the researchers also need to identify the current situation of Primark and compare with other competitors in clothing industry. Then on the next level, the researchers would like to jazz if the attitude change has an impact on the shop frequency at Primark, or to what extent they can influence the consumers buying behaviour .And also the researchers defined two factors as the moderators needed to be analyse when examen the buying behaviour of the consumers. By using this model and testing the research questions and hypothesis to solve the manager problems How can the marketers of Primark to increase the market share.At the first place, the 10 factors evaluative criteria towards Primark are the independent variables and the perception and attitude towards Primark of the consumers is the dependant variable. However, the continuous model shows that the change of attitude could become as an independent variable when the researchers going to find the relationship between the satisfaction of consumers and the frequency to shop at Primark which is defined as a dependant variable. . And moreover the two moderators (gender and age group) are also independent variables which should be tested through the researching process.Research Question and HypothesisBased on the secondary data and the research model, there are some questions and anticipate for the researchers, so that to clarify the relationship and influences between different variables.What are the tiny factors when shopping for clothes?H1 There are certain factors that influence the decision making of shopping for clothes.What are the important factors that can affect the attitudes of the customers when shopping at Primark?H2 There are some important factors that would affect the attitudes of the customers when shopping at PrimarkDoes brand image influence the buyers attitudes towards Primark?H3 cross off image is a key factor that has an impact on the shopping attitude towards Primark.Is there a relationship between the high quality of products and the satisfaction of the consumers?H4 There is a significant relationship between the quality of products an d the positive attitude towards PrimarkIs there a relationship between the low price and the attitude of the customers?H5 There is a significant association between the customers preference and the low price of the products in Primark.Is there a relationship between shopping behaviour of consumers and demographic index?H6 There is an significant association between consumers shopping behaviour and demographic index.Appendix 1 QuestionnaireLeeds UniversityBusiness school dayDear Respondent,This questionnaire is purely for educational research and we are grateful to all who participate. Wewill be completing our MA in Corporate communication theory and Public Relations from the Leeds University Business School in September 2011. The data derived from the questionnaire will be analyzed to produce a marketing research project as part of our degree programme.The purpose of this survey is To determine the factors that consumers consider as importantwhile shopping for clothing. The findin gs of the study would do to suggest an appropriateframework to Primarks clothing to increase its market share. any of your responses will be kept confidential and all of the information will be analyzed and reported as grouped data. The study will be incomplete without your response and support. We kindly request you to fill in the required information. We appreciate your time and generosityPart I popular Shopping Behavior about ClothingHow often do you shop for Clothing?- hebdomadally - Monthly - at one time in two months- Once in three months - Once in six months neighborly find out the most suitable preference you would consider while buying clothing.- According to need - During the season - During the sales- Only on special days or festivalsKindly tick the most appropriate preference of your shopping destinations.- Independent Shop - Shopping Centre - Markets- early(a) (Please specify) ________________________Which is the most important factor influencing your clothing sho pping decision?- Newspapers / Magazines - Friends / Relatives - TV- Internet - Posters / Hoardings- Other (Please specify) _________________________Kindly identify the importance you henchman with each of the attributes while you shop forClothing.Least important in truth important Brand image 1 2 3 4 5 Quality of clothing 1 2 3 4 5 Price 1 2 3 4 5 Style 1 2 3 4 5 Comfort 1 2 3 4 5 Fabric 1 2 3 4 5 Durability 1 2 3 4 5 How pleasing is it to others 1 2 3 4 5 Shopping environment 1 2 3 4 5 Comfort 1 2 3 4 5Part II posture towards PrimarkHave you ever shopped for clothing at Primark?- Yes - No (If no, then go to question No.9)How often do you shop for clothing at Primark?-Weekly - Monthly - Once in two months- Once in three months - Once in six monthsWhat do you shop for in Primark?- Mens wear -Womens wear -Childrens wear -Home waresKindly identify the importance you associate with the following attributes when you shop forPrimarks clothing.Least important Very important Brand image 1 2 3 4 5 Quality of clothing 1 2 3 4 5 Price 1 2 3 4 5 Style 1 2 3 4 5 Comfort 1 2 3 4 5 Fabric 1 2 3 4 5 Durability 1 2 3 4 5 How pleasing is it to others 1 2 3 4 5 Shopping environment 1 2 3 4 5 Comfort 1 2 3 4 5Kindly identify your satisfaction level with each of the follow clothing outlets.Very Dissatisfied-Very Satisfied MS 1 2 3 4 5 GAP 1 2 3 4 5 ZARA 1 2 3 4 5 TK Maxx 1 2 3 4 5 HM 1 2 3 4 5 NEXT 1 2 3 4 5 Topshop / Topman 1 2 3 4 5 Bhs 1 2 3 4 5 River Island 1 2 3 4 5 Primark 1 2 3 4 5 New Look 1 2 3 4 5 Matalan 1 2 3 4 5 Peacock 1 2 3 4 5 Other (Please specify) 1 2 3 4 5Would you like to make some suggestions that would help Primark to improve its clothing quality?-Part III Personal schooling1. Gender- Male - Female2. Age- Under 20 - 21-29 - 30-39- 40+3. Education- Primary School - Secondary School - College- University - Post graduate - Other4. Occupation- Student - Service - Business- Other Professions5. annual Income- Under 20, 000 - 20,000 29, 999 - 30,000 39,999- 40,000+6. Marital Status- Single - Married / CohabitantThank you for share-out your precious time