StudentShare solutions
Triangle menu

Exploring Customer Attitude - Essay Example

Not dowloaded yet

Extract of sample
Exploring Customer Attitude

The pilot study will be undertaken to capture the attitude of a convenient sample in and around Hertfordshire, where Playful Times Toys which will be representative of the companies population. Both qualitative and quantitative techniques will be used. In the qualitative categories, in depth interviews of about 25 existing channel partners of the acquired company will be undertaken using the semi-structured interview technique. In the quantitative category, questionnaires will be administered both physically and using internet to about 500 potential customers comprising parents and grandparents of kids. The qualitative data will be analysed using subjective, interpretative techniques. The quantitative data will be analysed using both descriptive and inferential statistical techniques such as hypothesis testing, Chi-square testing, analysis of variance, correlational studies, and regression analysis. Subsequently conclusions will be drawn and recommendations will be made. 2. Introduction 2.1 Background Playful Times Toys’ decision to move away from the electronic toy market to traditional wooden toy market and consequent acquisition of a company that specialised in production of traditional wooden toys necessitated a market research to develop suitable promotional programme aimed at the potential customers in the wooden toys market. The research is significant for Playful Times Toys as the acquired company specialised in production of wooden building blocks, farmyard animals, train sets, and other vehicles for children aged 2-10. The company marketed these products on the basis of their perceived educational value. Playful Times Toys intention to develop promotional programmes aimed at the parents and grandparents customer segment signs a departure from its own and that of the acquired company’s marketing experience and infrastructure. 2.2 Overview of toy market Toy market is dependent on two factors (1) the number of children, and (2) gross domestic product (GDP), which would enable to purchase. Usually toy products are categorised under 11 categories as (1) action figures & accessories; (2) arts & crafts; (3) building sets; (4) dolls; (5) games & puzzles; (6) infant/preschool toys; (7) youth electronics; (8) outdoor & sports toys; (9) plush; (10) vehicles; and (11) all other toys. World’s toy market can be divided into two categories (1) 0 to 14 years old, and (2) 15 + years based on based on the GDP/Inhabitant. 2.2.1 Top toy markets of the world In 2007, European region was the largest market with 32 per cent market share, closely followed by North American region with 31 per cent market share, while the Asiatic region accounted for 24 per cent market share. Latin America and the Caribbean markets accounted for 7 per cent, African region 4 per cent and the Oceania accounted for 2 per cent of the global market share. However, by the end of 2008, the Asiatic market grew by three per cent whereas both North American and European markets registered decline. Latin American and the Caribbean markets grew by 1 per cent. The composition of world toy market by region is placed in the figure below. Figure 1: World toy market by region – 2008 Source: Guinaudeau, P., 2009. Toy Markets in the World. [Online] The NPD Group (2009 Edition) Available ...Show more

Summary

Exploring Customer Attitude A pilot research proposal for exploring attitude of potential customers to wooden toys By Submitted to (2011) 1. Executive Summary This work constitutes a proposal for a pilot research project to be undertaken for Playful Times Toys to explore attitude of potential consumers to wooden toys…
Author : rogahnmallie
Exploring Customer Attitude essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Exploring Customer Attitude"
with a personal 20% discount.
Grab the best paper

Related Essays

Customer Service Excellence
Organizational culture is a notion in the field of organizational studies as well as management which defines the psychology, approaches, experiences, views and values (cultural as well as personal) which are dominant in an organization. It has been described as ‘the precise collection of principles and norms that are mutual amongst people and groups in an association and that regulate the way they network with each other and with stakeholders outside the business’ (Hill & Jones, 2001).
6 pages (1500 words) Essay
Exploring parents' Attitude towards Learning through play in the foundation play
This research aims to research related literature in order to define play and the types of play used in the foundation stage; to establish why play is important for children’s development; to explore parents’ beliefs and attitudes regarding play as a way of learning in the foundation stage using primary research; to identify whether parents provide any play activities at home to support children’s development at the foundation stage
13 pages (3250 words) Essay
Exploring Online Consumer Behaviors
Along with this increase comes the increase in internet shopping by consumers. This research examines the behaviors, motivations, and attitudes of this new form of consumer entity. Online consumer behavior has been studied for over 20 years and will undoubtedly be the source of many future researches as internet consumerism expands.
10 pages (2500 words) Essay
Discuss the Critical Factors Relating to Customer Expectations
The attitude a customer shows towards a product largely depends upon the way it is marketed and the customer’s experience with the product. The products or services which match the expected performance of the customer satisfy the customer. In this competitive age, customer satisfaction has become the top priority of businesses.
9 pages (2250 words) Essay
Customer Satisfaction
Total Quality Management deals with the product in its totality. It has been well recognized that Quality is determined by the combined efforts of various departments like Design, Engineering, Purchase, Production, Inspection etc. Total Quality Management is an across the company, management function which co-ordinates and controls various quality activities in order to produce a quality output.
27 pages (6750 words) Essay
Exploring the impact of retail promotion strategy on customer behaviour
The study investigates whether customer behaviour is changing in this industry, especially in light of the lack of customer loyalty in terms of where customers source their products. This has also become even more of an issue with the advent of internet shopping, as customers can now go online and order goods from a variety of sources without leaving their homes.
10 pages (2500 words) Essay
Exploring the Marketing Mix
This then led to the discussion of using the same brand names for new variants in the same category or for products in a new category. The former being called line extension while the latter, brand extension (Kotler et
20 pages (5000 words) Essay
Measuring Effectiveness of Customer Relationship Management
So what do Senior VP’s do when faced with this situation -- 2 fighting VPs and excess budget? (This is not always imaginary!) They hire a consultant. Your company is being paid big bucks to write a report to address this
3 pages (750 words) Essay
The Improvement of Customer Service in Argos
The store has been facing a number of problems in the past few months. These problems are decreasing profits and the store has also had a number of customer service complaints. It is important to identify the reasons for the problems in the store. It is important to find out the reasons for low profitability.
33 pages (8250 words) Essay
Exploring a work of art
It is available in virtually all households. For the purposes of this study, a white toilet paper is analyzed. This type of toilet paper has a cylindrical shape owing to the cylindrical nature of the relatively hard cardboard. It is light
8 pages (2000 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation