Business English Studies Course - Marketing

Market surveys - Functions

Read the market survey and then tap 'Questions' to answer the questions.

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Market survey data:
Hapman's Leisure Clothes Vs Ausweiss

Brand image
What kind of people wear these clothes?

	Stylish	Ordinary	Adventurous
Hapman	12%	48%	5%
Ausweiss	27%	23%	22%

	Sensible	Romantic
Hapman	29%	6%
Ausweiss	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%

1. What is the difference in brand image between Ausweiss and Hapman?

Ausweiss is more glamorous.

Hapman is worn more often.

Ausweiss is for simple people.

Hapman clothes are more original.

2. The majority of people think Hapman clothes are for ...

parties.

outdoor activities.

everyday wear.

special occasions.

3. Who are Hapman's best customers?

Men over 40.

Teenage girls.

Women aged 18 - 40.

Men aged 18 - 40.

4. Which age group is most likely to buy Ausweiss clothes?

Teens.

18-40s.

over 40s.

5. Who is least likely to buy Ausweiss clothes?

Female teens.

Men aged 18-40.

Men over 40.

Women over 40.

6. Which of these statements on brand perception is correct? (choose two)

Hapman's offer good prices and quality.

Ausweiss is very attractively priced.

The Hapman's brand sells clothes.

Ausweiss clothes are stylish.

7. What is the main reason people don't buy Ausweiss clothes?

The quality is poor.

They aren't stylish enough.

They don't like the advertisements.

They cost too much.

8. What does this survey tell us overall?

Ausweiss make better clothes.

Hapman's clothes are not fashionable.

More women than men think Ausweiss is stylish.

More women than men think Ausweiss is stylish.

Marketing

Market surveys - Functions

Market survey data: Hapman's Leisure Clothes Vs Ausweiss

Market survey data:
Hapman's Leisure Clothes Vs Ausweiss