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MARKETING RESEARCH 1
MARKETING RESEARCH
STUDENT NAME
UNIVERSITY NAME
PROFESSOR NAME
DATE
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MARKETING RESEARCH 2
Executive Summary
The market research focuses on discussing the marketing issues faced by Sapphire. Sapphire is a
brand in Pakistan and there has been a reduction in market share and performance of company.
The customer behavior towards Sapphire has been changed. Due to this, the market research is
conducted so that the factors that are inhibiting the customers from purchasing products can be
identified effectively. Marketing strategies can aid to develop services and products with top profit
making potential. It can aid to discover areas influenced by organizational growth and can aid the
Sapphire brand to use marketing strategies for the fulfillment of needs of customers.
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MARKETING RESEARCH 3
Table of Contents
Executive Summary ........................................................................................................................ 2
Introduction ..................................................................................................................................... 4
Research Objectives ........................................................................................................................ 4
Research Methodology ................................................................................................................... 4
Results ............................................................................................................................................. 4
Qualitative Research ................................................................................................................... 4
First Focus Group ........................................................................................................................ 5
Second Focus Group ................................................................................................................... 5
Quantitative Research ..................................................................................................................... 6
Conclusion and Recommendations ............................................................................................... 11
Limitations .................................................................................................................................... 11
References ..................................................................................................................................... 13
Appendix ....................................................................................................................................... 14
First Focus Group Discussion ................................................................................................... 14
Second Focus Group Discussion ............................................................................................... 14
Questionnaire ................................................................................................................................ 15
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MARKETING RESEARCH 4
Introduction
Sapphire is a clothing brand in Pakistan with its flagship store in Lahore. It is a vertically integrated
clothing brand where manufacturing of garments is done with fabric, yarn, and cotton. Sapphire is
consumer-oriented and is offering trends at value for the cash prices. The products of the company
are exported to more than 35 destinations all over the world. Marketing research is a crucial
component of business and it aid to deliver replies required to make decisions with movement for
empowerment of fundamental decisions on information. The main role as a market researcher is
to undertake both quantitative and qualitative research for most recent customer of agency. There
are various factors that inhibit clients from buying products and it is important to recognize these
factors and to develop suggestions on the basis of findings.
Research Objectives
The main objective of marketing research is to explain factors that might inhibit customers from
purchasing clothing products from Sapphire. Consumers focus on various aspects such as price,
product availability, and product at the needed location. Other factors comprise economic status,
social status, lifestyle, occupation, and style (Kashif & Rani, 2021). The research will recognize
whether these above mentioned issues are faced by Sapphire.
Research Methodology
Both quantitative and qualitative research approaches are used in the marketing research. Both
statistical and non-statistical research approaches are added in research. The main aim for selecting
both methods is to get accurate, detailed and precise results. The participants in the market research
would be clothing segment of Sapphire. Questionnaire survey was also used to get the perceptions
of customers, as 60 participants filled the survey and also coordinate with the researchers
effectively. Interview was also conducted with two focus groups, with nine participants. Every
participant gave perceptions related to the research.
Results
Qualitative Research
Qualitative research is done by gathering and evaluating non-statistical data in order to
comprehend experiences, opinions and concepts (Karamaki, et al., 2019). Focus groups are made
in qualitative research in which groups are asked regarding their attitudes, beliefs, opinions, and
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MARKETING RESEARCH 5
perceptions regarding the packaging, idea, service and products. Participants give their insights
according to the questions and also had originality in ideas. Same questions were asked from both
focus groups and both give perceptions accordingly.
First Focus Group
In first focus group, there were five participants who gave answers related to their likes and dislikes
about Sapphire brand. The participant one state that he like Sapphire because of best online and
in-store services. According to all participants, they visited Sapphire very less because of COVID-
19 pandemic. They used to purchase products from Sapphire through online websites. So,
participant one was satisfied with the quality and delivery services of Sapphire during COVID-19
pandemic. Participant two replied that he like to purchase Sapphire products because of good
product quality but the prices of some clothes are too high. Participant three replied that he has not
purchased from Sapphire yet, as she purchase products mostly from Khaadi, Al-Karam, Junaid
Jamshaid Brand and Limelight. So, the questions were asked related to general perceptions about
clothing brand for purchasing products. She replied that she choose brand for purchasing because
of brand popularity and reasonable prices. She further added that she did not purchase products
from Sapphire because these are costly and there are also western clothes like skirts, party wear,
etc. Moreover, participant four replied that interior or Sapphire is good and also delivers the
products at doorsteps. She further added that staff of Sapphire is not much cooperative, as there is
a need bring improvement among staff (Ikhlaq, et al., 2021).
Second Focus Group
Same questions were asked from the second group and it also includes five participants. Second
focus group in market research include women aged from 21 to 35 years. The questions were asked
from the participant and they also cooperate effectively. Participant one replied that size and colors
of clothes are not so good. The designs are continually repeating from last years and due to this
there are less sales of Sapphire. The brand should introduce every kind of color such as bright and
light, and also introduce new designs in order to get the attention of customers. Customer two
replied that she is the loyal customer of Sapphire and she mostly purchase products from this brand.
She seems highly satisfied from the brand, and she really admires it. She recommend that the brand
should open more branches in order cities and also fasten their delivery services. Customer three
replied that pricing standards of the company are high and due to this she avoid purchasing from
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MARKETING RESEARCH 6
Sapphire. She gives preference to Khaadi, Al-Karam, etc. Moreover, the customer four replied that
she likes to wear purchase from Sapphire because of sales and discounts. The brand delivers high-
quality products with best sales and discounts. Moreover, customer five replied that brand image
is the important thing while purchasing the products. She purchase products because of brand
reputation, as the person is identified because of valuable clothes, shoes and personality.
Quantitative Research
41.7% females and 26.7% males filled the survey and about 31.7% participants belonged to others
category. It shows that females purchase Sapphire clothing products more as compared to males.
Women often go to work and require more clothes for work and spend less time to make clothes,
so it is easy for them to purchase clothes from Sapphire.
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MARKETING RESEARCH 7
23.3% participants aged from 15 to 20 years, 15% aged from 31 to 35 years, 21.7% participants
aged from 21 to 25 years. Moreover, 40% of participants aged from 26 to 30 years age. It shows
the customers aged from 26 to 30 years purchase clothes from Sapphire more as compared to other
age groups. There is about equal purchasing of products from the age groups of 15 to 20 years and
21 to 25 years age.
28.3% participants were employed, 16.7% customers were students, 28.3% were unemployed and
26.7% customers were homemaker. Employed customers mostly purchase clothing products from
Sapphire, and less percentage of students purchase clothes from Sapphire.
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MARKETING RESEARCH 8
About 61.7% of customers purchase products from Sapphire brand, while remaining 38.3%
customers don’t like to purchase clothing products from Sapphire. Higher percentage of customers
purchase products from Sapphire, as the packaging of products by Sapphire is also best.
Organization is focusing on delivering high-quality products and also examine consumer attitudes
towards packaging.
51.7% participants purchase clothing products from Sapphire due to brand popularity and 48.3%
participants don’t purchase products from brand just because of brand popularity. Customers
purchase products from Sapphire due to brand popularity, because brand awareness is an initial
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MARKETING RESEARCH 9
step in marketing and is an effective base to acquire clients. It also aids the company to keep the
brand on the top with the audience and to enhance comfortability as well as familiarity.
About 50% people feel happy after purchasing products from Sapphire, and remaining 50% don’t
feel happy while purchasing products from Sapphire. Consumer satisfaction includes evaluation
of company on the basis of products and services of company.
53.3% participants are satisfactory from online services of Sapphire during COVID-19 pandemic,
and remaining Sapphire has delivered products on the doorsteps and this is the plus point of
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