Puma Projective technique

Question

Task: Based on the analysis you conducted in Assessment 1. individually, we created a 10-question
survey via google forms to collect data from 15 respondents and to provide a projective technique of
PUMA

Answer

Data Analysis

Projective technique for puma brand management assignment:

Q1. Which of the following factors do you consider while purchasing the products of Puma Faas500?

Among the 15 respondents, the most preferred feature that influences the purchase of the customers
includes safety concern and comfort which is 73.33%. This is the second most liked feature including
price where the feature has been preferred by 53.33% close to the preference of price that is one of the
crucial factors determining the purchase of customers

Q2. How likely do you consider pricing in buying your Puma products or Faas500?

A majority that is 40.00 % have responded to very likely again added to the similar response which likely
26.67% clearly indicates the importance of pricing in influencing the purchase of the products. The
33.33% of neither likely nor unlikely refers to the customers who may refer to some other factors in
determining their final decision of purchase.

Q3. How likely do you prefer referring to the reviews of other customers before making your
purchase?

The external factors that are considered before the final purchase is decided after choosing the price
and design of the product include a review of the customers that have got a 46.67% very likeliness and
26.67% likeliness. This clearly indicates the fact that these days consumers are highly aware and prefer
referring to reviews before ending up with the wrong purchase of the products. The 20% that have
responded to neither likely nor unlikely and the 6.67% who responded to unlikely refer to the behaviors
of the customers that are less dependent on the reviews and maybe rely on friends and families or word
of mouth.
Q4. How likely do you look for a design of the shoes like Fass50 before making your final purchase
decision?

In purchasing the products from Puma, especially in the case of Faas500, it has been found from the
responses that the design of the products matters a lot in determining the purchase of Puma products
where likeness and very likeness is found to be 20% and 46.67% respectively. The 33.33% of responses
were neither likely nor unlikely. This indicates the fact that many of the customers do not prefer only
design but other features as well.

Q5. Which of the following do affect you when you buy fashion products like shoes and sportswear?

The most influential factor in buying fashion products like shoes is social media with 46.67% which is
followed by 40.00% responses to a random decision of buying fashionable products. Social media is the
factor where comparison, references, and reviews are available that influences the purchase intention
of consumers as well. The factor namely friends and family play a crucial part in influencing people to be
the potential customers of a particular brand which is the second most influential factor. This is evident
from the fact that 33.33% have responded to family and friends as influencing buying these types of
products.

Q6. Which of the following factors do you consider while shopping?

There are different factors that work differently for different customers. The most responded factor that
is considered by the customers before making any purchases related to these types of products or in
general includes 73% being the personal factor. Next to this is the economic factor that has been
responded to 3.25%. This graph indicates that in fashion and spirits there are few customers who are
found to be more inclined to their personal factor in making purchases. The other factors social and
psychological have 20% and 13% respectively whereas cultural factors responded to 6.6%.

Q7. How often do you purchase sportswear from Puma?

The existing customers have been surveyed among whom a 53% indicate that they buy sportswear from
Puma sometimes, whereas 13.33% of the customers are found to be the segment that always prefers
buying products from this brand. It is worth mentioning here that the usually purchasing customers are
the ones who require to be obtained through different strategies and the always buyers are required to
be made part through loyalty programs and get benefits through different offers like discounts, “offers
only” for you, and the like.
Q8. How far are you attracted to the advertisement?

A mixed response has been evident in asking about the extent of influence of the advertisements. It has
been found that a 15%, 38.46%, and 23.08 attracted a great deal, a lot, and a moderate amount. This
clearly ranks that visionary factors create the want within the customers. The advertisement influences
or rather fosters the purchase intention among the customers.

Q9. What kind of promotion among the following attracts you the most?

The first and foremost-preferred factor that promotes the products has been evident from the
responses of the customers that include discounts, which does have a preference of 73.33%. The second
most promotional elements that highly attract customers include celebrity endorsement and online
promotions advertisement that is through different social media platforms to which 13.33% for each has
been recorded. This clearly indicates that discount offers are highly influencing potential to make the
customers create wants as well as needs for the customers.

Q10. Which of the following factors may inflict a change of brand within you while purchasing?

Quality and Design are the two most preferred factors that may influence any customer to switch to
other brands selling similar identical products within the same market. Price is the most preferable
factor in the switching of customers which has a 53.33% response. Thus, it can be analyzed that
customers are not ready to compromise the quality and design even if the price is worth enough to get a
quality product. This is clear from the response where 40% will change the sportswear brand for design
and then 33.33% may switch to other brands for quality as well.

Key Findings

The motivation theory is highly crucial for the organization in order to influence the customers positively
through the creation of the want that has been evident from the above data analysis. Marketers
specifically require building tactics and strategies that are motivating in creating the want of the product
through eking out the requirements of the products and its benefits to the targeted customers
(Zeugner-Roth et al. 2015). Thus, motivation theory is going to be one of the most crucial factors
through which artificial need of the product for the customers may be created regarding safety
preference or price benefits or design as the case may be. Impulse buying has been evident within the
consumers where no rationale is found to be affecting the traditional decision-making, this is where the
incorporation of Impulse buying behavior theory is found to be well aligned with the aim of the current
study of puma consumer behavior assignment to influence the consumers into buying (Becker, 2017).

Referral rewards are given these days that make it more competitive for companies. These strategies
are taken in order to bring in the loyalty of the customers as well as gain potential customers.
 The economical factor works in determining the purchase of the customers (De Mooij, 2019).
Discounts and loyalty programs must be utilized by the organization for the success of Faas 500.

The price is a factor is one of the crucial factors that have been evident from the overall analysis of the
findings. It requires high prioritization with an effective technique for setting the price.

Quality is preferred, where overlays are highly attractive to the customers (Becker, 2017). Quality is
the preference of the customers, it is important for the company to keep the design and quality
attractive so that pricing is not a negative issue in influencing the purchase.

The creation of the want of the customers is required to be developed by the companies through
social media advertisements, benefits, and digital marketing. Customized offerings are yet another
factor to be considered here as per the consideration of the theory.