Market survey data - Hapman's Leisure Clothes Vs Ausweiss

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?

1. What is the difference in brand image between Ausweiss and Hapman?
a. Ausweiss is more glamorous.   
b. Hapman is worn more often.   
c. Ausweiss is for simple people.   
d. Hapman clothes are more original.   

2. The majority of people think Hapman clothes are for ..
a. parties.   
b. outdoor activities.   
c. everyday wear.   
d. special occasions.   

3. Who are Hapman's best customers?
a. Men over 40.   
b. Teenage girls.   
c. Women aged 18 - 40.   
d. Men aged 18 - 40.   

5. Who is least likely to buy Ausweiss clothes?
a. Female teens.   
b. Men aged 18-40.   
c. Men over 40.   
d. Women over 40.   

6. Which of these statements on brand perception is correct? (choose two)
a. Hapman's offer good prices and quality.   
b. Ausweiss is very attractively priced.   
c. The Hapman's brand sells clothes.   
d. Ausweiss clothes are stylish.   

7. What is the main reason people don't buy Ausweiss clothes?
a. The quality is poor.   
b. They aren't stylish enough.   
c. They don't like the advertisements.   
d. They cost too much.   

8. What does this survey tell us overall?
a. Ausweiss make better clothes.   
b. Hapman's clothes are not fashionable.   
c. More women than men think Ausweiss is stylish.   
d. Hapman clothes are too expensive.