Jcpenny Research Proposal

Table of Contents:
1.Introduction
2.Purpose and Scope
3.Specific Obecti!es
".Sa#ple $esi%n
&.$ata Collection Procedures
'.$ata (nalysis Plan
).Reportin%
*.Ti#e Table
+.(ssociated Costs
Tentati!e Proect Title:
,$eter#inin% JCPenney-s .rand I#a%e /ithin a 0oun%er Consu#er 1ar2et
Introduction:
,JCPenney is an iconic (#erican co#pany that has been a one3stop shop for
fa#ilies for %enerations. The chain has %ro4n by follo4in% custo#er traffic in anchor
and suburban #alls. (s a lar%e carrier of #ultiple brands5 includin% celebrity lines5
JCPenney adapts to constantly chan%in% trends 4hile pro!idin% its custo#ers 4ith
unbeatable prices. (s a leader in ho#e %oods and apparel5 JCPenney has
re!olutioni6ed (#erican shoppin%. JCPenny is stri!in% to #aintain a %rasp on the
depart#ent store #ar2et throu%h pro!idin% affordable styles and fashion to people of
all a%es.
Purpose and Scope
,Ideally5 the #ain obecti!e of this research is to conduct conclusi!e research to
!erify insi%hts about the current brand i#a%e of JCPenny. The final analysis should
be able to assist JCP #ana%e#ent in deter#inin% the i#a%e and perceptions of the
a%e %roup 72&33"8. ,$eter#ine #ost appropriate #ar2et penetration techni9ue to
reach the #ar2et. :Rationale
;The rationale for the sur!ey is to #easure the youn%er consu#er-s perception of
JCPenney. :Obecti!es
;<elp JCPenny to redirect their #ar2etin% efforts to attract #ore custo#ers fro#
a%e %roups are under ser!ed.
Specific Obecti!es:
,The purpose of the study is to:
o.etter understand JCPenny-s brand i#a%e in the desired consu#er #ar2et 72&33"
year old ran%e8. o$eter#ine le!els of custo#er satisfaction in !arious depart#ents
of the store5 such as apparel and ho#e %oods. o(naly6e the rele!ance of
JCPenny-s price points fro# the consu#ers- perspecti!es. o$eter#ine #ar2et
potential of the tar%et a%e ran%e
o$eter#ine 4hat is the #ost appropriate #ar2et penetration techni9ue to reach the.