English Online - Business Studies

Exercise 3. Part III

Market survey data - Hapman's Leisure Clothes Vs Ausweiss

Brand image
What kind of people wear these clothes?

	Stylish	Ordinary	Adventurous	Sensible	Romantic
Hapman	12%	48%	5%	29%	6%
Ausweiss	27%	23%	22%	16%	12%

Market segmentation
How often do you buy Hapman/Ausweiss clothing?

Key
Bar 1 = often
Bar 2 = almost always
Bar 3 = rarely/never Hapman
Ausweiss

M = Male
F=Female OVER 40 18-40 TEENS

Buying incentives
What leads you to buy Hapman/Ausweiss clothing?

Hapman Ausweiss

GREEN = style
PURPLE = brand
RED = price
BROWN = quality

Disincentives
What stops you from buying Ausweiss/ Hapmans clothing?

Style Too expensive Poor quality Image
For Hapman 32% 12% 4% 52%

For Ausweiss 27% 41% 6% 26%

How often do you buy Hapman/Ausweiss clothing?
Key Bar 1 = often Bar 2 = almost always Bar 3 = rarely/never		Hapman Ausweiss
M = Male F=Female	OVER 40 18-40 TEENS

Hapman		Ausweiss
	GREEN = style PURPLE = brand RED = price BROWN = quality

	Style	Too expensive	Poor quality	Image
For Hapman	32%	12%	4%	52%
For Ausweiss	27%	41%	6%	26%