Marketing Focus Group

Marketing Focus Group

2nd Focus group has managed to interview six ladies of different age group, They will be mentioned as L1(lady 1), L2 ( Lady 2), L3 ( Lady 3) and so on. their views are as follow
General Jeans discussion
o Why they buy
L1, L2: Easy, versatility, clubbing and they are durable (long Life)
L3, L4, L5, L6: To wear it occasionally, because it’s easy wearing and comfortable.

o Where they buy
L1, L2: Marks & Spenser
L3, L4 : River Island
L5 : Next
L6 : GAP

o When they buy
L1, L2, L3, L4, L5, and L6: whenever they need it means occasionally

o Designer influences – which designers, why/why not designer
L1, L2, L3, L4 and L5: They are influenced by designers because they are expensive.
L6: Prefer to buy designers one

o Source of jeans – the affects that this has on purchasing
- Fit and Style
o Specific brands that fit
o Specific styles that fit
o Specified ranges for body types – petit range
o Designer fits - designer styles
o Availability
L1, L2, L3, L4, L5 and L6: Easy and variety of different style cut.
L1, L2: customer service does matter also
L3, L4: Customer services do not make any difference for buying jeans

- Brand Consciousness
L1, L2, L3, L4, L5 and L6: Not at all, they all said no.

Introduction to what a Personal Pair (PP) are
o Who would buy them
L1, L2, L3, L4, L5 and L6: They all said that personal pair is became a necessity, so everyone will go for it.

o When and why they would be purchased
L1, L2, L3, L4, L5 and L6: Will buy whenever they need it for casual wearing.

o If Primark made them, would they appeal?
L1, L2, L3, L4 and L5: They all said no
L6: Not sure

Levis Personal Pair
o Are Levis strong brand
L1, L2, L3, L4 and L5: They all said yes it is but it’s not that much famous anymore even they said it’s a brand of 1990’s.
L6: yes it is strong brand.

o How are Levis perceived
L1, L2, L3, L4, L5 and L6: Its good in quality but very expensive.

o Where would they sit in your...

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