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Market Research About Fashion Preference Among Kent Institute

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Added on  2020-03-23

Market Research About Fashion Preference Among Kent Institute

   Added on 2020-03-23

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MARKET RESEARCH ABOUT FASHION PREFERENCE AMONG KENT INSTITUTESTUDENTS.i
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Executive summaryThis report had the aim of determining the correlation between expenses of an individual permonth with their gender and to determine if there exist relationship between online shoppers andthe frequency at which they shop online as the two key objective to be met. A total of 20participants were surveyed. The methods that were used to collect data were through thestructured questions in the questionnaires and the respondents were selected randomly throughsimple random sampling method. This ensured for uniform picking of the participants andreduced biasness. The collected data were entered in excel then transferred to the SPSS version20 for data analysis. In meeting the objectives of the research, two hypotheses were tested wherethe results from the tested hypotheses were that there was correlation between expenses of anindividual per month with their gender and the second hypothesis tested there was norelationship that existed between online shoppers and the frequency at which they shoppedonline. The market research report therefore recommended that the fashion wear to consider allthe results as obtained when making important business decisions and orders.ii
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Table of contentsExecutive summary............................................................................................................................................iiIntroduction.........................................................................................................................................................1Methods of data collection................................................................................................................................2Summary of the dataset.....................................................................................................................................3Data analysis.........................................................................................................................................................9Hypothesis testing..............................................................................................................................................10Conclusion and recommendation....................................................................................................................12Reference.............................................................................................................................................................13Appendix: Questionnaire..................................................................................................................................15List of tablesTable 1: Gender of the participants........................................................................................................................................................3Table 2: Frequency of buying fashion wear per month........................................................................................................................4Table 3: Preferred Colors by the respondents.......................................................................................................................................5Table 4: Students’ Expense per Month..........................................................................................................................5Table 5: Do you Shop online?..........................................................................................................................................................6Table 6: Frequency of Shopping online.........................................................................................................................6Table 7: Descriptive Statistics for Quantitative Variables....................................................................................................................9Table 8: Correlations between Gender and Expense per Month......................................................................................................10Table 9: Table 9: shopped online * frequency online Cross-tabulation ...........................................................................11Table 10: Chi-Square Tests.....................................................................................................................................................................11Table 10: Correlations between Shopped online and Frequency of Shopping onlineList of figuresFigure 1: A graph of Expenses per Month by Gender...................................................................................7Figure 2: A Graph of Age by Gender...............................................................................................................9iii
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IntroductionAs time goes by and new generations coming, fashions are also changing with time to fit the desire of the current generations. Australia is experiencing a rapid fashion wear style change that are made in a manner that they can stand distinct from the European fashion wear. Culture is a big influence in the transformation of the fashions as considered by Australian designers (Weller,2013). The research was therefore conducted to check on the market requirement and what is preferred by the Kent Institute students to avoid having a lot of dead stock. From the responses from the students, the information can be transmitted to the designers so that whenever they are designing a new fashion they should consider the preference of the students. The aim of every producer have been to have their products bought at the shortest time possible so that they can produce more and maximize their sales and so to the profits (Nagurney, 2010). Starting up a fashion wear shop around Kent institution targeting the students as the potential customers need the supply of the fashions that are most preferred by the students. Taste and preference of people vary from one individual to another, but through carrying out a research, the market research results can be useful to identify the common preference of the students. As being one of the factors to consider, population is fundamental for it is associated with the number of possible customers that would be shopping from the business. The business is to be located at a strategic location adjacent to the institution so that the students can easily access the shop. We targeted a population of over 7000 students. Out of that population, a sample size of 20 respondents was taken to participate in the research process. The sample size was made as small to suit and reduceon the expenses that would be incurred should the researcher engage a larger proportion or the entire population.1
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