Discount clothing in Poland: qualitative analysis
Discount clothing chain
The owner of a discount clothing chain in Poland wanted to expand their business both in the country and in foreign markets. In order to implement this strategy in the next few years, they commissioned PMR to conduct a survey of their brand image and position in relation to competing brands. The client was most interested in finding out about motivators and barriers, as well as consumer needs, so that the company can make the right decisions and improve its financial performance.
A team of Research PMRers conducted a qualitative market survey which included focus groups (FGIs) and assisted shopping. In the interviews we focused on understanding the general shopping habits of consumers, and on identifying the strengths and weaknesses of the brand’s image. In order to achieve this, we used projective techniques, which allowed our female respondents to have more freedom in voicing their opinions of the brand.
During the assisted shopping phase, respondents visited their favourite clothes shops and our client’s shop, and commented on what they liked and disliked about shopping at each place. A moderator was there to observe the respondents and ask additional questions. Thanks to this, we were able to find out about the main motivators and barriers associated with purchasing each brand’s products.
Value for the client
The client received a report containing detailed conclusions and recommendation, which will be of great support to their sales and marketing efforts. We identified steps the client can undertake in order to better adjust their product offer and retail space to their clients’ needs, and to draw in people who are not the company’s clients.
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