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Mila studies preferences
18.06.2012 1753

Mila studies preferences

A marketing study on the topic “Popularity of sales places for children's shoes in the city of Yekaterinburg” was launched in June this year. ExMedia agency is studying the preferences of retail customers by order of the Mila company - wholesale shoes. ” This study aims to identify the effectiveness of promoting the umbrella brand “Centipede” and determine the future development strategy of the new retail network.

The first step was the conduct of three focus groups. The method consists in detailed interviewing representatives of the target audience. Participants in all focus groups were women. The first was attended by those whose children were from 6 to 12 years old, the second - with children from 1 years 6 years old. A common feature for both groups was the preference for buying children's shoes in separate stores. The third group consisted of mothers of 0 children up to 12 years old, who are accustomed to purchasing shoes in large shopping centers. It is worth noting that the course of the interview was observed by the owners of retail stores.

Conducting focus groups allowed us to determine the vectors for studying the opinions of a wider circle of consumers by the method of telephone survey, which became the next stage of the study. According to the results that are expected by the end of June 2012, Mila plans to hold a seminar for partners - heads of retail stores.

A marketing study on the topic “Popularity of sales places for children's shoes in the city of Yekaterinburg” was launched in June this year. Studying the preferences of retail customers is the agency ...
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