Marketing - The Importance of Considering the Fashion Style - Essay Example

PART I. Research Objective: The research study aims to understand the choice of for their backpacks interms of fashion style, convenience and capacity based on their rating of importance for the consideration of each prior to purchase. Sample: There were five respondents, three males and two females, interviewed in order to achieve the objective of the study. The systematic random sampling was used in the study. It was purposive random sampling, because only those respondents using backpacks were interviewed, as they were the ones who could relate to the questions and various clarifications or questions of the proponent. Data Collection: To generate the data, the personal and laddering interviews were conducted with the respondents. Specific Questions: 1. What is the rating of the respondents on the importance of considering the fashion style of their backpacks prior to their actual purchase? 2. What is the rating of the respondents on the importance of considering the convenient use of their backpacks prior to actual purchase? 3. What is the rating of the respondents on the importance of considering the capacity of the backpack prior to actual purchase? Question Category Respondent #1 Respondent #2 Respondent #3 Respondent #4 Respondent #5 Fashion style Convenience Capacity Question on Fashion style: From 1 to 5, the latter as the highest rating, please rate the importance of considering the fashion style of your backpack prior to actual purchase. Comment(s): _____________________________________________ Question on Convenience: From 1 to 5, the latter as the highest rating, please rate the importance of considering the convenient use of your backpack prior to actual purchase. Comment(s):______________________________________________ Question on Capacity: From 1 to 5, the latter as the highest rating, please rate the importance of considering the capacity of the backpack prior to actual purchase. Comment(s):______________________________________________ Key findings: Respondents commonly prefer fashion style for backpacks Convenience in using the backpack and its fashion styles are leading features mostly considered by the respondents Respondents considered backpacks as part of the fashion trend Most of the respondents would love to feel socially acceptable Majority of the respondents would love to be part of the trend Respondents are sophisticated customers, for they know what they need or want PART II. Consider backpacks not just for convenience, but fashion statement! Looking at some important insights on how a number of university students decide on their actual purchase of backpacks? As far as modern backpack’s fashion style, convenience and capacity are concerned, there are a lot of stories to tell. Here’s a quite interesting point of view from one of the respondents. “I prefer a backpack that will make me feel good, aside from the great consideration of its capacity”. There’s no doubt why this respondent rated the three given criteria with five points. “It feels good when you carry at your back, not just convenience and satisfaction, but a remarkable sense of touch of fashion in it, for fashion is the common trend today, starting from your hairstyle and down to anything else”, she added in a comment. The remaining four respondents, three males and one female, have positively considered the three criteria as important for their choice of backpacks, with rating between four points and five points. On average, fashion and convenience came on top, followed by capacity as consideration of the respondents prior to the actual purchase of their backpacks. The other respondent stated, “I think if I am convenient with my backpack, it follows that at some point, it addressed the consideration of its capacity.” The said respondent added, “In as much as possible, I just want to carry something at my back at a considerable weight, but just enough to satisfy me by giving me a brief space that is required for my belongings.” The survey was conducted at one of the renowned university in town, where there are many university students who gladly have chosen backpacks for daily use in school. Systematic purposive random sampling was employed so as to randomly choose the respondents who are using backpacks, but without considerable bias because everybody in the target population has equal chance of being chosen. The data collection was made possible by employing personal and laddering interviews. Below is the actual analysis based on the respondents’ responses concerning the backpacks in terms of fashion style, convenience and capacity prior to their purchase. Category Respondent #1 Respondent #2 Respondent #3 Respondent #4 Respondent #5 Features Fashion style, convenience in using the backpack and its capacity are important Fashion style of the backpack and the convenience of using it Fashion style of the backpack is as important as convenience and capacity Fashion style of the backpack Fashion style of the backpack and the convenience linked to using it Benefits It makes the respondent feel good, brings comfort and provides value for money Improves confidence and eliminates hassles Satisfaction with using the backpack To look and feel good Achieving fashion style is linked to convenience Personal values Desire to save and be socially acceptable To be part of the trend, and become socially acceptable To be in with styles and prevailing fashion trends To be socially acceptable Create fashion statement I noticed that the choice of backpack is considerably linked to fashion, aside from the common notion about its capacity and convenience, as vital contemplation upon purchase. University students might have been fashionable at some point, nowadays. In this way, it is important to consider the prevailing market for them, ensuring that backpacks will continue to come out with innovation of fashionable styles with various options for different consumers who are hunting for their individual fashion statement. Furthermore, I noticed that most of my respondents would love to feel socially acceptable, aside from looking at the level of practicality in using the backpack. Most of them would want to be part of the trend, especially in the idea about having a relevant fashion style. Backpacks are not exemptions, when it comes to this way of thinking and prevailing personal value of the respondents. These are just some of the relevant objective obtained when customers would gladly feel a remarkable comfort and satisfaction in using their backpacks, which could guarantee a high level value for their money. In other words, it is necessary to obtain the benefits from using the backpacks, based on the given features, so as the customers will be able to appreciate their features as far as their personal values are concerned. Thus, it sounds like it is required to make backpacks as complimentary items to existing fashion accessories and other related-fashionable items. This is a hint to the firms linked to backpack manufacturing. Thus, collaboration with the fashion industry is important for them to consider. After all, every business should mingle and work out together the individual competitive advantage with the help of each one. Read More