SWITCH CLOTHING RESEARCH PROPOSAL
Switch Clothing Research Proposal Purpose of the Proposed Research Project This marketing research will be conduced to renew Switch・s last research in the early 2002 as young women, Switch・s majority customers, constantly change their own situations in terms of education, work and income (see Appendix I, p. ... The main objectives of this proposed research is to get a concept for the type of decisions that the target market make when purchasing clothing, and to evaluate the current perception of Switch in the brand・s target market and the comparison to other similar clothing brands. This information will be used to address several key questions posed by marketing management for Switch to familiarize itself, concerning the Switch brand・s prospect on New Zealand・s clothing market. The following are the key questions: l What is the current target market of Switch? l What type of decisions that the target market make when purchasing clothing? l What reasons make the target market want to purchase Switch clothing? l Which attributes the target market perceive are important to select clothing? l To what extent do these attributes affect the target market・s purchase of Switch clothing? l How is Switch perceived by the target market with comparison to the early 2002 Switch marketing research? l What is the attitude of the target market towards Switch brand as a new concept in youth fashion and shopping regarding the lifestyle, the shopping environment and the music? l Which young women・s clothing brands do the target market see as the main alternatives to choose? l How do the target market perceive Switch, compared to other similar clothing brands? l What is the strength that competing brands have but Switch lacks?