Foundation Business 20142018 Research methods 2 Statistical Analysis 2 Submitted to Mrs Vasundhra GuptaMrs Usha Aggarwal Submitted by Aditi Jaiswal Nimish Arora ID: 497877
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Pearl Academy, New Delhi
Foundation Business (2014-2018)
Research methods 2
Statistical Analysis 2
Submitted to : Mrs. Vasundhra Gupta/Mrs. Usha Aggarwal
Submitted by: Aditi Jaiswal
Nimish Arora
Sahiba Kochher
Sankalp MarwahSlide2
Acknowledgement
This research was supported/partially supported by Pearl Academy and its faculty. We thank our fellow peers from the same who provided insight that greatly assisted the research, although they may not agree with all of the interpretations/conclusions of this paper.
We thank Vasundhra Gupta and Usha Aggarwal for assistance with the research project and for comments that greatly improved the manuscript.
Any errors are our own and should not tarnish the reputations of these esteemed persons.Slide3
Tables of Content
Background Study
4 p,s of marketing
Primary research and findings ..
SWOT analysis
Problem Statement
Literature Review
Knowledge Gap
Research Objective
Analysis And Findings
Conclusions And Recommendations Slide4
Background Study
Quicksilver was founded in 1969.
Started by surfers for surfers
Journey from backyard Australian surf shop
Embraced by all who enjoy active outdoor lifestyles
Its commitment to quality and performance quicksilver’ describing something as elusive, liquid, mercurial.
Among surfers, Quicksilver is a hallowed brandSlide5
The 4 P’s Of Marketing
P
roduct
Price
promotion
Place
Slide6
largest manufacturer of
surf-wear
operating over 800 stand-alone
stores
diversified into various product lines
can go into online
sales
concentrate on brand-building of its new product lines
can explore new markets
Fake imitations and replica
products
company has a very low market share
environment regulations
counterfeit products
fluctuations in the currency rates Slide7
PRIMARY RESEARCH , FIELD STUDY ….
LIKES
New stores in town
USP – Board shots
Booming sales
New collection in stores
PROBLEMS
Lack of brand awareness
no posters in the mall to advertise
Lack of variety
Lack of competition Slide8
PROBLEM STATEMENT Slide9
L
i
t
e
r
a
t
u
re Review
Brand Awareness, in the social media world, is the measure of how recognizable your brand (and brand attributes) is to your target audiences.
“Brand
Awareness increases the likelihood of purchase by creating a positive impact. Brand awareness is a direct result of social reach, engagement, influence and social
presence” (Diane Rayfield, 2011).Slide10
As evident in the literature review, it has been proved that brand awareness plays a significant role in consumers behavior.
It effects on consumer’s buying behavior has direct relation with the success of a brand. Hence, it becomes compulsory for a brand like Quicksilver in India to work towards filling in this gap.Slide11
Competitors
Their concept is same in shoes somehow but their accessories and clothing is different from quicksilver
Work on the same concept, however, they’re inspiration comes from looking around and are consistent
.
Billa bongs concept is casual wear and they compete with us in that segment only Slide12
Research
Objective
To understand the impact of brand awareness of the brand Quiksilver amongst the youth aging 15-30 years
in Delhi and NCR.
Research Design
Causal
Data Collection Methods and Tools
Primary: Questionnaires
Secondary: Newspapers and Journals
Sample Design
Sampling Frame:
People from the age bracket of 12-25 years old.
Sampling Unit:
People buying from the brand like Converse, Quiksilver and Vans
Sampling Size:
100 people
Sampling Method: Non probability convenience
Data Analysis Method
Test for proportion,
Mean,
Annova
and Chi square
Slide13
Data analysis and findings
As per the findings we came to the above conclusion Slide14Slide15
DATA ANALYSIS (Psychographic)
Effect of the work status of the respondent to their preference of purchase type.
Findings: as per the application of the percentage, the majority of the total population belonging to the working category (24%) prefers shopping through online media, whereas the population belonging to the self employed (36%) and students (32%) prefer purchasing products directly from the stores.
Slide16
Findings
: As per the application of the percentage, the majority of the total population belonging to the age group of 30 and above feels that the price of the products are affordable and value for money while the population belonging to the group of 22-25 are content with the pricing whereas, the population belonging to the age group of 18-21 feels that the products are over-priced.Slide17
CONCLUSION:
Quicksilver's
promotion and advertising is very less in India as compared to other parts of the world. They sponsor athletes that use products in their outdoor sports, such as surfing, snowboarding, skateboarding, bmx and motocross, and have sponsored events that showcase these sports
..
Hence we conclude from the above study about brand awareness is that quicksilver is lacking some basic qualities mentioned above and we found that they should promote more and work on their brand awareness skills .
Recommendations
Improve
marketing strategies
Undertake
awareness campaigns