Marketing Research for Merryville Shire: BizOps Enterprise Analysis

This report presents a comprehensive market research analysis for Merryville Shire, Victoria, focusing on the potential launch of a digital retail store by BizOps Enterprise. The study examines the demographics of the region, including population size, age distribution, employment rates, and educational facilities. A survey was conducted to gather data on residents' usage of digital devices such as computers, smartphones, and tablets, as well as their online shopping habits and preferences for retail stores. The analysis of the survey results reveals a high usage of digital devices and a strong preference for a retail store for digital goods, indicating a favorable market opportunity. The report concludes that Merryville Shire is a suitable location for BizOps Enterprise to launch its digital retail store, considering the residents' age, educational qualifications, and demographic factors, along with the identified needs for both retail and online shopping options. The report provides detailed insights into consumer behavior, market trends, and the potential for business success in the region.

Running head: MARKETING RESEARCH FOR MERRYVILLE SHIRE
Marketing Research for Merryville Shire
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1MARKETING RESEARCH FOR MERRYVILLE SHIRE
Introduction
This assignment highlights the market research of BizOps Enterprise, who are currently
looking forward to open their new store in the Merryville region of Victoria. According to the
case study, this region has been selected for the survey since the inhabitants of Merryville uses a
lot of digital devices. However, they lack local digital retail stores. However, the digital devices
are widely in use, yet the lack of a digital retail store highlights a good market opportunity.
Before they launch their new store, it is important that a detailed survey is carried out in the
Merryville region, such that they are able to decide whether to launch the new store or not. This
report highlights the detailed analysis of the collected information regarding the inhabitants and
the requirement of the retail digital store.
Overview
Size of the Merryville region
The Merryville in a shire has inhabitants of 20,651 people. It is located in 300km from
the outskirts of Melbourne. According to the case study, this town is located in the geographical
centre of the shire and has almost 11876 residents, residing. The area of the shire is 4567km
square. The population consisted of 51.2% women and 48.8% men.
The age of the inhabitants
Out of the residents living in the Merryville region, 12.55% of the population are between
the age 0-12years. According to the case study, almost 8.43% of the people are of the age
between 13 years and 19 years. 21.42% of the residents are between the ages of 20-39 years. In
the age group of 40-59 years, 26.29% of the residents are belonging. 31.31% of the total
residents are of the age 60 years and above. According to the obtained information, 65% of the
people, with the age above 18 years are involved in full time employment. However, according

2MARKETING RESEARCH FOR MERRYVILLE SHIRE
to the case study out of the total number of people with the age above 18 years, 28% of the
people are involved in part-time employment. Only 7% of the people are unemployed. Thus, the
rate of employability highlights the fact that the affordability of most of the residents is high.
The educational facilities
The educational facilities of Merryville shire are well structured and there are ten schools.
The Merryville high is a secondary level school. However, the number of students in the school
is unknown. The Butterfield School is a primary school with 20 students. The Wantara district is
also a primary school and has 15 students. Another primary school is the Landsdowne district
with 47 students. The St. Anne College is a secondary school. However, the number of students
is unknown. One of the most popular primary schools in Merryville shire is the Merryville public
school. This school has 4260 students. The St. Helen’s public school is a primary school and has
500 students. Tumblong public school is a primary school. However, the exact number of
students are unknown. The St. Peter’s College is a secondary school with 2251 students. The
Rice college has 552 students and is a primary school. Thus, there are a number of schools in
Merryville shire. The inhabitants have a good opportunity of getting the basic education since
there are a number of primary and secondary schools. Along with the primary and secondary
schools, there are two tertiary education institutes in Merryville as well. The centre for national
mining training takes 800 students annually. Moreover, the Merryville technical training college
intakes 300 students and hence the residents of Merryville are able to avail high educational
facilities.
Proportion of the residents
The proportion of the residents includes 51.2% women and 48.8% men.

3MARKETING RESEARCH FOR MERRYVILLE SHIRE
Analysis and interpretation of the data
A survey that was carried out on the 10th of June received 3482 responses from the
residents. According to the survey, 2839 of the residents use computers, 2725 of them uses smart
phones, 123 people uses tablets and only 45 residents do not use any of these gadgets. Among
the users who use computers, 839 of the users need computer for the use of Internet. 200 of the
residents watch movies by using the computers. 1800 of the computer users use computers for
home computing tasks. 3039 of the computer users use computers at their workplace. For 40 of
the computer users, the main application of computers is Internet. However, 2999 of the
computer users do work related tasks. Out of the 2725 smart phone users, 725 of the users use
the smart phones for looking up for information. However, only 2000 of the users use the smart
phones for making calls. 457 of the smart phone users use their phones at their workplace. The
smart phone users mostly use their phones for work related calls. 310 of the users use the smart
phones for their work related calls. 147 of the users use the smart phones at work for email. Out
of the 123 tablet users, 100 users use it for looking up of information. 23 of the users play games.
While only 266 of the users do work related tasks using their tablets. Out of the respondents,
3200 of the respondents buy their products online. Out of the total number of people
participating in the survey, 2850 people opined that they would prefer an online store, rather than
buying from the online stores.
Conclusion
Thus, the survey highlighted the fact that most respondents voted for a retail store of the
digital goods. The survey also highlighted the fact that a good number of residents use the digital
goods such as computers, smart phones and tablets. An in-depth analysis of the survey
highlighted the fact that Merryville shire is one of the best locations to launch their digital good

4MARKETING RESEARCH FOR MERRYVILLE SHIRE
retail goods. The age of the inhabitants, the educational qualification as well as the demographic
factors of the residents highlights the fact that the company is able to launch their retail store
successfully. Moreover, the needs for the retail store, along with the online stores are analyses
and highlighted in this report.