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    SPLASH

    Business Research Management Survey Project 2010

    User Guidance

    Table of contents

    Background 3Objectives 4Research Design 5Questionnaire 7Data Analysis 10

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    SPLASH

    Business Research Management Survey Project 2010

    Background

    Splash, a leading high street fashion retailer in the Middle East is part of the

    Dubai-based Landmark Group. Headquartered in Dubai, UAE, Splash startedwith just one store in Sharjah in 1993 and has since built a strong retailfootprint of 92 Splash stores and 60 branded boutiques across 9 countries.The Landmark Group, founded in 1973 with a single shop in Bahrain hasgrown into one of the largest retail organizations in the GCC and isexpanding rapidly in India. It currently operates 500 stores across the regionand has recently started operations in Jordan.

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    SPLASH

    Business Research Management Survey Project 2010

    Research Objectives:

    The main objective of this research is:

    To understand its position in market To identify direct competition

    To help lay foundations on which future strategies can be developed to

    make the brand more competitive.

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    SPLASH

    Business Research Management Survey Project 2010

    Research Design:The research will be conducted through following methods.

    Questionnaire Design:A self made questionnaire is a very easy and cost effective method. OurQuestionnaire will consist of simple questions. We shall ask open ended,straight forward and some of the investigative questions also. We will uselikert scale for our questionnaire format. Our questionnaire will be ofmaximum 14 questions.

    Sampling:

    We had a sample size of 30, which was based on a target population ranging

    between age 16 onwards, irrespective of gender. We tried to getrepresentation of all different nationalities which are found in the UAE. Oursample includes

    Emaratis 4Arab Expats 8Asian Expats 18Others none

    The reason that we did not focus on other nationalities was primarilybecause they represent only 5% of the total population and this would notaffect our research data.

    Field work:

    We carried out our field work at our offices where we surveyed the targetpopulation. The field work consisted of the questionnaire. Our screenerquestion helped us to demarcate our questionnaire into two portions, sectionA and Section B. Any non splash customer was not interviewed for questionsfrom section A. this helped us to save time and get accurate results. Thequestionnaire was split between the members of the team and the field wascarried out in offices of Dubai and Sharjah where we also had access to thetarget population which represented the true mix of the population.

    We tried to maintain a common questioning pattern assuring the respondentof confidentiality of information.

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    SPLASH

    Business Research Management Survey Project 2010

    Three key points for our field work are as follows:

    All team members had to be very well attuned to the questionnaire

    We faced difficulty at times in terms of the respondent questioning inthe middle of the survey

    For final compilation of the project we realized all members of theteam are equally important as field work and data analysis is atedious process and every member o f the group had to pay his part.

    Data Analysis:We will analyze the data carefully to evaluate that whether we haveachieved our goals of conducting the research. We shall see whether wesucceeded in finding the answers to our objective questions mainly what isthe brand image of Splash in the market and identify current trends toformulate a successful future strategy.

    Results:Results will be in the form of a report provided after the research that isgoing to be conducted. Report will contain the results in the form ofpercentages that will help understanding the results compiled by the datacollected.

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    SPLASH

    Business Research Management Survey Project 2010

    Questionnaire for SPLASH GarmentsResearch

    Dear Sir/Madam,

    We, the students of Griggs University are conducting a survey on Repositioning of Brand Splash. Your

    personal information will be kept confidential and data is used only for our academic project.

    1- Did you buy any garments in the last six months?

    Yes-1 No-2

    If yes:

    2- Gender:

    MALE-1 FEMALE-2

    3- In which age group do you belong?

    1- Below 20

    2- 21-30

    3- 31-40

    4- Above 40

    4- What is your household income per month?

    1- Below AED 5000

    2- From AED 5000 to 10000

    3- From AED 10000 to 15000

    4- AED 15000 and above

    5- What is the price range when you shop?

    1- Below AED 100

    2- AED 100-200 3- AED 200-400

    4- More than AED 400

    Which of the following is a key factor when you buy clothes?

    1- Quality of the clothes

    2- Price range

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    SPLASH

    Business Research Management Survey Project 2010

    3- Style

    4- Availability

    6- How often do you change the brand preference?

    1- Very often

    2- Occasionally

    3- Rarely

    4- Never

    7- When you think of clothes which brand comes to your mind:

    Brand Name First Mentioned Others Mentioned Aided

    A. SPLASH 1 1 1

    B. MAX 2 2 2C. Giordano 3 3 3

    D. HANG TEN 4 4 4

    E. ZARA 5 5 5

    F. MANGO 6 6 6

    G. OTHERS

    (SPECIFY)

    7 7 N/A

    8- Do you buy Splash garments product?

    Yes-1 No-2

    If No then refer to Section-B

    9- You shop at SPLASH mainly for (Give your preference)

    1- Kids wear

    2- Formal wear

    3- Suits

    4- Party wear

    5- Regular

    10- How long have you been using this brand?

    1- 0-1 Years

    2- 1-2 years

    3- 2-4 years

    4- Above 4 years

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    SPLASH

    Business Research Management Survey Project 2010

    11- Your view point

    Statement Stronglyagree Agree

    Neither

    agree ordisagree

    Disagree Stronglydisagree

    A. SPLASH clothes express my

    style-1 -2 -3 -4 -5

    B. SPLASH price range is

    affordable-1 -2 -3 -4 -5

    C. SPLASH product is easily

    available-1 -2 -3 -4 -5

    D. I always get what I want

    SPLASH-1 -2 -3 -4 -5

    E. SPLASH provides good

    service-1 -2 -3 -4 -5

    12- What do you feel about SPLASH product Quality?

    1- Excellent

    2- Good

    3- Can be improved

    4- Poor

    5- Very Poor

    13- Do you avail the Splash Sales offer?

    Yes-1 No-2

    14- How did you come to know of this offer?

    1- Internet

    2- Print Media (Newspapers, magazine)

    3- Television

    4- Radio

    5- Public Advertising (Road

    Hoardings)

    15- How satisfied are you with pricing during the splash Sale?

    1- Very Satisfied

    2- Satisfied

    3- Not Sure

    4- Dissatisfied

    5- Very Dissatisfied

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    SPLASH

    Business Research Management Survey Project 2010

    We appreciate your patience and cooperation for providing your opinion about SPLASH products.

    Thank you.

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    SPLASH

    Business Research Management Survey Project 2010

    Data Analysis

    The below mentioned data has been collected from a sample of 30 respondents who responded inthe positive when asked the screener question if they had bought garments in the last six months

    Out of the sample size of 30, 63% of the respondents were males and 33% were females as represented inthe chart below.

    Men Women

    19 11

    We found the age distribution of the respondants to be as follows. As evident majority of the customers

    were within the age group of 21-40 year of age

    Below 20years 21-30 years 31-40 years

    Above 40years

    0 11 13 6

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    SPLASH

    Business Research Management Survey Project 2010

    On the question of the average household monthly income, the following responses were recorded.

    Below AED5000

    AED 5000-10000

    AED 10000-15000

    Above AED15000

    7 8 10 5

    Regarding the price range when shopping, 47% of the respondants disclosed that they spent between

    AED 100-200 on garments. Details below

    Below AED100

    AED 100 -200

    AED 200 -400

    Above AED400

    4 14 7 5

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    SPLASH

    Business Research Management Survey Project 2010

    In considering the key factor for which the respondants shop, the highest number of people opted for

    qulity and then followed by price and style.

    Quality Price Style Availability

    12 7 7 4

    We noted that majority of the respondents were changing their brands occasionally.

    very often occasionally rarely never

    7 17 6 0

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    SPLASH

    Business Research Management