Retail Buying Behavior- CK Jeans vs Armani Exchange
Retail Buying Behaviour
Group Written Report
Group Members:
Andrew Lee
Sherri Chan
Jesselyn Tsao
Kimberly Goh
Soh Si Min
Wilson Tay
Table of Contents
1. Executive Summary 3 2. Introduction 4 2.1 Objectives of Report 5 2.3 Background 5 2.2 Methods of Investigation 6 3. 1 Analysis and Comparison of cK Jeans and A|X 6 3.1.1 Overview of Product Ranges 6 3.1.2 Description of Outlets 7 3.1.3 Marketing Campaigns 8 3.1.4 Staff Dressing and Service Standards 9 3.2 Social and Environmental Analysis (External Influences) 10 3.2.1 Social Stratification 10 3.2.2 Culture 11 3.2.3 Reference Groups and Family Influences 12 3.3 Consumer Analysis 14 3.3.1 Personality and Emotions 14 3.3.2 Consumer Learning 17 3.4 Consumer Perception 19 3.5 Recommendations 21 More Extensive Use of Social Media 21 Improve on Customer Service 22 Continue with Provocative Advertisements, but in Moderation 22 Bibliography and Appendix 23
1. Executive Summary
This report was commissioned to examine the consumer base of cK Jeans and its main competitor, A|X, comparing their different marketing strategies and consumer buying habits and reasoning. The report will focus on consumers aged 18—24 years old. It will also include recommendations to help cK Jeans achieve a higher level of sales.
We have conducted mystery shopping trips to cK Jeans stores, as well as A|X stores. Personal surveys were also conducted with 30 respondents within the abovementioned age group to understand their purchase attitudes and behaviour.
Attention is drawn to differences between the two retailers, the external influences of their consumers such as the social and environmental factors as well as the consumers’ internal influences—of which personality and emotions and learning was chosen. Investigations reveal cK Jeans to be a livelier and more energetic brand to A|X who has a more sophisticated image. Moreover, cK Jeans is known for launching their well-known
Group Written Report
Group Members:
Andrew Lee
Sherri Chan
Jesselyn Tsao
Kimberly Goh
Soh Si Min
Wilson Tay
Table of Contents
1. Executive Summary 3 2. Introduction 4 2.1 Objectives of Report 5 2.3 Background 5 2.2 Methods of Investigation 6 3. 1 Analysis and Comparison of cK Jeans and A|X 6 3.1.1 Overview of Product Ranges 6 3.1.2 Description of Outlets 7 3.1.3 Marketing Campaigns 8 3.1.4 Staff Dressing and Service Standards 9 3.2 Social and Environmental Analysis (External Influences) 10 3.2.1 Social Stratification 10 3.2.2 Culture 11 3.2.3 Reference Groups and Family Influences 12 3.3 Consumer Analysis 14 3.3.1 Personality and Emotions 14 3.3.2 Consumer Learning 17 3.4 Consumer Perception 19 3.5 Recommendations 21 More Extensive Use of Social Media 21 Improve on Customer Service 22 Continue with Provocative Advertisements, but in Moderation 22 Bibliography and Appendix 23
1. Executive Summary
This report was commissioned to examine the consumer base of cK Jeans and its main competitor, A|X, comparing their different marketing strategies and consumer buying habits and reasoning. The report will focus on consumers aged 18—24 years old. It will also include recommendations to help cK Jeans achieve a higher level of sales.
We have conducted mystery shopping trips to cK Jeans stores, as well as A|X stores. Personal surveys were also conducted with 30 respondents within the abovementioned age group to understand their purchase attitudes and behaviour.
Attention is drawn to differences between the two retailers, the external influences of their consumers such as the social and environmental factors as well as the consumers’ internal influences—of which personality and emotions and learning was chosen. Investigations reveal cK Jeans to be a livelier and more energetic brand to A|X who has a more sophisticated image. Moreover, cK Jeans is known for launching their well-known
Bibliography: Cool to wear. (2012) Armani Exchange Spring/Summer 2012 Ad Campaign. Retrieved from http://www.cooltowear.com/2012/02/armani-exchange-springsummer-2012-ad-campaign/ Armani Exchange Brannon, A. Chirichella, B. Schaffer, C. Wittmer, J. (2010) Calvin Klein brand audit, final component Calvin Klein. Retrieved fromhttp://abbranno.weebly.com/uploads/6/2/5/2/6252494/calvin_klein_brand_audit.pdf Klein, C (2012) Calvin Klein History