Exmedia marketing agency conducted focus groups, where the subject of research was the Top-Top footwear trademark.
The purpose of the study is to determine the attitude of consumers and the feasibility of promoting a brand in the Ural region. For this purpose, representatives of the target audience were brought together in focus groups: women with small children and experience in purchasing and using Top-Top TM children's shoes. Each group has 10 people. The first group was represented by loyal customers, and the second by antiloyal customers. During the conversation, the motives of the purchase, the number of pairs purchased per year, the characteristics of the shoes that attract attention to the brand and, conversely, reduce interest, were assessed.
"Top-top" is in demand and has a fairly high sales volume. Mila is aimed at increasing positive results, and focus groups will help us solve this problem, ”said Alexander Borodin, managing director of Mila - Wholesale Shoes.
Exmedia experts are now deciphering and processing the results. According to marketers, two kinds of results are possible. In the first case, you can immediately come to the conclusion that brand promotion is not required, since Top-Top is already in demand and wins among other brands in the economy segment, where the buyer is not motivated by the price to buy. In the second, an in-depth study and the beginning of a quantitative collection of information using other methods will be required.