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Mkt Research

Mkt Research

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Published by bakerr7734

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Published by: bakerr7734 on Nov 24, 2010
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05/12/2014

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Written Report: Customization Jeans
Problem Identification, Research Objectives, and Exploratory ResearchClass: MKT 366 – Monday 6:45-9:45
 
Table of Contents
Coordinator: Rebecca Baker Page:3. The Client4. Decisions and Marketing Research Objectives5. & 6. Exploratory Research: Secondary Data7. & 8. Exploratory Research: Focus Groups9. & 10. Exploratory Research: In-depth Interviews/Projective Tests
2
 
The Client
Customization Jeans is the patented name of our research design. We want to provide our target market, college students ages 18-25, the opportunity to design and customize their ownstyle of jeans. Many people have difficulty finding the perfect fit pair of jeans. Students are alldifferent shapes and sizes, causing shopping for jeans immensely time-consuming, as well ascostly. Our research design of Customization Jeans will allow students to go in-store to bemeasured, pick out fabric, style, shape, and design of their perfect fit jeans. We will also providean online shopping store where students may provide their own measurements.Customization Jeans will offer its services at a moderate price, giving students theopportunity to become a member of our loyalty program. The program will give out discounts,coupons, a complimentary gift for their birthday, as well as free shipping. Our databasemarketing strategy will keep track of students’ measurements and preferences, so we can suggestitems for the future. We have a full money-back guarantee for incorrect measurements andmistakes.  If students are not pleased with their jeans after delivery, the company will administer refunds on a case-by-case basis. Our goal is to make students feel more confident with their jeans, as well as eliminate time constraints with their hectic schedules.3

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