Marketing Research Report

This marketing research report analyzes the market for Super Bag's new backpack, 'Health.' A survey of 25 respondents, analyzed using SPSS, informs the segmentation, targeting, and positioning strategies. Demographic data (age, gender, income, ethnicity, education) and consumer decision-making styles are considered. The report details the 4Ps (product, price, place, promotion) and 5Cs (company, customers, competitors, collaborators, climate) analyses. Key findings reveal that the target market is young, employed females (age 25-31, earning $21,000-$31,000) who prefer products priced between $16-$37. Significant correlations are found between purchasing the best products, newest styles, and buying at sale prices. The report concludes with recommendations for targeting women, pricing within the preferred range, and using advertising or personal selling for promotion.