Report on Market Assessment Survey for Primark

Extract

[...] The competition The online market is nowadays very competitive, many brands have made it one of their major distribution ways. Among the brands operating on the same market with Primark in France, the bar chart indicates about the half of the respondents who buy online from ASOS who buy from about 22% buy from Zara and others from Forever21, Mango and Zalando. Conclusion It seems clear that Primark is not known enough among the youth (from 17 to 25 years old). [...]

[...] It was found that the market is occupied by well-known brands. We recommend not to put strong effort in the battle of stores in France and focus on the online sales market. Serious care should be taken on the online communication and seduction. Introduction The market on which Primark operates is highly competitive especially in well developed countries. The better the economy, the more competitive the market becomes. In order to boost its sales and its image, Primark has to take some important decisions. [...]

[...] - Serious care should be taken on online payment security - Free return policy should be adopted, and the website should be friendly. Reward loyal customer - With the date of birth of the customers, a "Happy birthday" card could be sent to the customer at whether its postal address or email address. - A loyalty card should be created with price discount after a certain amount spent in one month. Maintain a regular communication - An online customer service should be developed with skilled staff. [...]

[...] A representative 1500 among them answered our questions. Some of them are already Primark customers and some are yet to be. The majority of the respondents were female followed by male only and about 94% of them are aged between 17 and 25 years old. The online survey was chosen because the targeted population spend more time on social media and need to upload different fashion pictures as often as possible. Main findings Notoriety of Primark and frequency of customers in stores The survey conducted shows that of the respondents have ever bought from Primark. [...]

[...] It is obvious that a large majority of the respondent shop at Primark for the good price for fast fashion. Those who are motivated by quality account for about 9%. However, the factors depending on the company policy (location - customer service) only motivate 43.33% (36%+7.33%). Attractiveness of the company and efficiency of its communication The survey enlightens the buying habits of the respondents. The pie chart indicates only of them who will extremely likely shop again at Primark store in the next two months of them will slightly likely do while 32% will not at all. [...]