Appendix 2 - Questionnaires result

Questionnaires objectives:

To understand our target customers and their perception of our

brand

Research target: Male

Age: 20-35

Research method: Questionnaire

Locations:

Date:
/ /2011

Time:

(Result)
Part A: Basic information
1.How old are you?
20-25 (90%)
26-30 (10%)
30-35 (0%)
Above 35 (0%)
2.Where do you live?
Hong Kong Island(30%)
Kowloon (60%)
New Territories (10%)
3.What is your education level?
Secondary School (8%)
High School (0%)
Collogue (0%)
University (92%)
others: _________________________ (0%)
4.What kind of language do you speak?
Chinese (90%)
Cantonese (100%)
English (100%)
Japanese (0%)
French (2%)
Spanish (0%)
others:________________________________ (0%)
5.What is your marital status?
Single (100%)
Married (0%)
others (0%)
6.What is your occupation?
White-collar (40%)
Professional (60%)

 Sales person (category: ________________) (8%)

others: ___________________________________ (28%)

7.What is your income level?

Under HK$7000 (4%)
HK$7001-HK$10000 (8%)
HK$10001-HK$15000 (72%)
HK$15001-HK$20000 (2%)
Above HK$20000 (14%)
8.How much do you spend on shopping per month?
under10% of my salary (2%)
10%-20% of my salary (6%)
21%-30% of my salary (74%)
31%-40% of my salary (18%)
others: ________________ (0%)
9.How many times you shop for fashion goods per month?
1 (0%)
2 (0%)
3 (0%)
4 (18%)
More than 4 (82%)
10.Where do you shop for fashion goods? (You may choose more than
one)
Hong Kong Island: _e.g. Causeway Bay, Central, Tai Koo (80%)
Kowloon: e.g. Mongkok, Tsim Sha Tsui, Kowloon Bay, Kowloon Tong,
Festival Walk (16%)
New Territories: _e.g. Tuen Mun (4%)
11.Do you buy clothes for need or want?
Need (10%)
Want (90%)
12.When will you buy clothes?
When there are new arrivals (0%)
Between season and season (15%)
On sale (85%)
13.Are you shopping with friend(s) or yourself?
Friend(s) (85%)
Myself (90%)
14.What is your hobby (ies)? (You may choose more than one)
See movies (72%)

Reading (40%)
Listen music (74%)
Sports activities (20%)
Clubbing (70%)
Hang out with friends (46%)
Shopping (80%)
others: e.g. Browsing Internet (90%)

15.Where do you get the fashion news/information? (You may choose

more than one)
Magazine (90%)
Website (95%)
Peer (0%)
TV program e.g.: ____________________ (0%)
Store promotion (82%)
others: _______________________________ (0%)
16.Please list 1 to 3 brands that you usually shop at.
e.g. A&E, GAP, NIKE, Initial, H&M, HARE, Paul Smith, ZARA, UNIQLO,
Double Park, Timberland, VANS, Local Designer Brands ( adlib, double
dog, retrostone etc.)
17.What is your favorite fashion brand(s)? (Please list 1 to 3 brand(s))
e.g. Initial, Indu homme, Comme Des Garcons etc.

18.How do you describe your style:(1=Strongly Disagree;

4=Neutral; 7=Strongly Agree)
1
2
3
4
5
6
Smart casual

(2
%)

Vintage

Masculine

Sporty

Fashionable

(64
%)

(16
%)

(10
%)

(10
%)

Simplicity

(62
%)

Avant-garde

(38
%)

(72
%)

(26
%)

(2%)

(26
%)

(68
%)

(18
%)

(72
%)

(72
%)

(82
%)

(100
%)

19.Do you play instrument(s)?

Yes: _______________________________________ (92%)
No (8%)
20.How much time do you dress up yourself everyday?
One hour (96%)
Two hours (4%)
More than two hours (0%)
21.What kind of transportation do you usually take? (You many
choose more than one)
MTR (96%)
Taxi (2%)
Mini bus(0%)
Bus (2%)
22.Do you drive?
Yes (94%)
No (4%)
23.Do you like travel?
Yes (100%)
No (0%)
24.Do you have a tablet PC?
Yes (96%)
No (4%)
25.Do you listen radio?
Yes (Which Program:_________________________) (22%)
No (78%)
26.Do you do excises?
Yes : e.g. GYM, Basketball, Soccer, Swimming etc.(96%)
No (4%)
27.What kind of book do you like?
Entertainment & Leisure (96%)
Fiction (32%)
Health & Living (20%)
Business & Finance (4%)
History (0%)
others:____________________________ (0%)
28.What kind of magazine do you like?
Fashion (10%)
Entertainment & Leisure 72%)
Health & Living (0%)
Business & Finance (0%)

News (0%)
others:____________________________ (0%)
29.What kind of movie do you like?
Action & Adventure (72%)
Family & Kids (0%)
Animation (0%)
Horror 32%)
Documentary (0%)
Romance (42%)
War (4%)
others:___________________ (0%)
30.What kind of music do you like?
Jazz (82%)
Hip pop (68%)
R&B (90%)
Rock (6%)
Pop (68%)
Classical (0%)
Heavy metal (4%)
Others:___________________________ (0%)
31.What is your shopping payment method?
Credit card (92%)
Cash (8%)
Octopus card (0%)
32.Do you shop on-line?
Yes (94%)
No (4%)
33.Do you smoke?
Yes (82%)
No (18%)
34.How much time do you spend on watching TV each day?
One hour (64%)
Two hours (20%)
More than two hours(16%)
35.Which new paper do you read?
South China Morning Post(0%)
The Standard (0%)
Apple Daily(28%)
Ming Pao (0%)
Oriental Daily News (72%)
Sing Tao Daily (0%)

The Sun (0%)

others:_____________________________ (0%)

36.What kind of food do you like?

Chinese (96%)
Western (96%)
Japanese (98%)
Italian (52%)
Taiwanese (98%)
French (60%)
Thai (96%)
Korean (40%)
others:________________________________
37.Do you wear accessories?
Yes (100%)
No (0%)
38.What do you do during leisure time?
Stay at home (28%)
Hang out with friend (74%)
See movie (42%)
Reading book (18%)
Play electronic games (40%)
39.What social issue do you interest in?
Politic (0%)
Education (0%)
Environment (4%)
War (4%)
Law (0%)
Media (72%)
Economic (20%)
Poverty (0%)
others: _________________________________ (0%)
Part B
40. Element(s) that you will consider when you shop at Initial?
(You may choose more than one)
(1=Strongly Disagree; 4=Neutral; 7=Strongly Agree)
1
2
3
4
5
6
Price

Style/Design

(100
%)

Easy to mix
and match
Materials

(12%)

Sizing

Comfort

Color

(64
%)

(4%)

(2%)

(36%)

Quality

Durability

Brand identity

(100
%)

(16
%)

(8%)

(4%)

(18
%)
(8%)

(96%)

(16%)
(72
%)
(10
%)

(72%)
(24
%)
(64
%)

82%
)
(76
%)

(10
%)
(2%)

(84
%)

Customer
(2% (76
(10 (6%)

service
)
%)
%)
Corporate

(90
(10

Social
%)
%)
Responsibility
Others: _________________________________________________________

(2%)

(6%)

41. What is your perception of Initial?

e.g. Cool, Vintage, Old School, Simple, Clear, Grand etc.
42. What kind of Initials promotion attracts you?
Visual Merchandising (e.g. window display, manikin, music, scent)
(94%)
Mark down (96%)
TV advertisement (0%)
Print advertisement (16%)
Catalog (14%)
Website (4%)
43. What do you think initial should be improved?
e.g. Lower Price, Better Quality etc.
44.When will you wear initials garment? (You many choose more
than one)
Work (92%)
Holiday (2%)
Special Occasion (6%)
others: ________________________________ (0%)