Marketing Research

Executive Summary

This summary provides background information on the recent research project that was undertaken for Interflora.   This executive summary are covers the following areas:
1. Purpose of the Study
2. Method of Survey
3. Results
4. Conclusions
5. Recommendations
An overview of each of the above is presented below.

Purpose of the study
The purpose of this research was to determine the ways by which Interflora might be able to increase the sales of its flowers in the Klang Valley. In order to increase the sale, the management needed a clear understanding of the floral consumers and floral buying behaviour in the Klang Valley. As a result, a research was commissioned to investigate the consumers buying behaviour within the Malaysian floral market and also is indicated the nature demand for flowers in the floral market.      





The research was focus on following areas such as:
1. Why the customer buy flowers
2.   What type of flowers the consumer prefer
3.   How many times they will purchase
4. How much they willing to spent
5. Where are the places they frequently purchase flowers
6. Which of the color they most prefer

Method of Survey
For the purpose of this descriptive research was conducted using the survey method by judgment sampling was used with the size of 30 respondents in Malaysian market. The survey was conduct in-mall intercept, in-house interview, in-office interview, “man-on the street” interview, self-administrated interview.

In the research, the respondents would aspect to answer the questionnaire with 20 questions. The questionnaire design is include nominal scale, ordinal scale, interval scale, and ratio scale. Most of the question will be ask in the form of nominal scale. Finally, the program of SPSS was use in order to find out the information from the research finding.








Results
The results of the survey indicated:
1. The results of the relationship between gender and age are shown... [continues]

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