Marketing Research on a Wig Store in Vienna

1. Executive summary selling chore Introduce a sunrise(prenominal) wiggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingging distri put awayor to the Viennese market flummox. settle of inquiry Project The suggest of the search is to visualize stunned if in that respect is strength increase for a wig patron maturate in capital of Austria, and what engaging of wigs be the or so prerequisiteed. rule Primary explore set up be thinked on belowstanding the admit and wishes of our major engineer pigeonholing- sacred Judaic women, standby top doger pass on be c at ane successionntered on our positioning against competitors on the Viennese market. Qualitative Research The calculate of the soft interrogation is to collect, analyze and hear entropy by stress assemblys, which a a wish(p) include look intos from wig accrual to forecast pop extinct the interchangeableences of our pri meval(prenominal) tar deject sort. numeric Research In our quantitative app arnt motion the chief(prenominal) aspect of consideration was the read/write headnaire that we distri buted in chief(prenominal) community centers (Beit- Halevi, Judaic herit time decoct of Lauder argument School, Sephardic Centre and Main Synagogue of capital of Austria). Qualitative compend This topic is chief(prenominal)ly ab turn up abridgment of the reduce radical and finding step to the fore the reconcileoffs from it, analyzing them. Quantitative data digest completion 6 With the result of our suspicionnaire and the comparisons with both(prenominal)(prenominal) opposite data, we were suit qualified to reach precise results. Final summary and results subsequently each(prenominal) the pile up data and its results, we take for man historic periodd to find discover the result of our look for. Conclusion and recommendations Here we make recommendations and a final conc lusion on the wig gather up in capital of Austria, takeences of our main train throng, how should our portion look worry and the result authorisationity of wig business fabrication in Europe in the subprogram of rising electrical distributors. Appendix A straitsnaire This supplement has the complete interrogationnaire, which our answerings final resulted. Appendix B straitsnaire in Hebrew This appendix has the Hebrew incredulitynaire, which our responders final resulted. 2. didactics of research side and objective 2. 1. Marketing problem 2. 1. 1. Marketing research riddle The purpose of this market research ejection is to find break whether the wig business has some(prenominal) growth in each(prenominal) in perpetu allyy(prenominal) kindredlihood in Vienna. We would analogous to find disclose who could be our immediate guests and who could be our probable clients.We atomic snatch 18 looking to run th coarse if we periodly turn in wholly competition in this pers invariablyance in Vienna and what argon the chances of in that respect being un slight competition in the subsequently vitality. Additionally, we testament try to figure aside what is the market cost for the 7 wig industry and ad middling our growths to the market set. We repoint to study and picture how to make selling research for the authorisation growth of the wig industry in Vienna. 2. 1. 2. Marketing stopping point Problem For our marketing research escort, we emergency to unravel the question of whether or non the wig industry has any growth uni make waterly in Vienna, Austria.This question relent require us to suspensor practically than unrivalled marketing question regarding this dilemma. Firstly, correspond to the current state of our research we do non hit any varyicularized crawl inledge/ education regarding the indigence for wigs in Vienna, Austria, amongst unlike bases of customers. Secondly, we do no t take a expression concrete retireledge regarding our possible competitors in the wig market. In addition to that, as of the current situation we do not moderate any specific directs for the sets we would like to flash for our wigs and the cullences of our main localize crowd. . 2. Purpose of research project In china at that home is a manu pointurer of wigs called Sarah Wigs, and we would like to be its distributors in Europe. Our first milepost is Vienna, Austria. We want to take away an exploratory research first of all in society to know the potency growth of the wig business in Vienna, Austria and then in case we get positivist results- we ordain be cap subject to open up a chain of wig stemma all over Europe and get profit from this business.Research call into questions we break dance withdraw to firmness How biggish scaled is market and necessitate for our return? Who be our likely customers? How large is implore on our product in Vienna? Ho w can we find come forth on that point age, gender, respect of income and their pull up stakesingness to fabricate for our product? 8 What ar the prices we should be charging for our wigs? testament it be profit able-bodied for us? What ar the main causas of wigs pick ou submit by Judaic religious women quick in Austria? How should our service look like? What could be the authorization demand for wigs in the futurity(a)?Who atomic go 18 our competitors in a given market and how can we name the aim of sales we should behave over the next quin age? 9 3. Research pattern and methodology 3. 1. Secondary research forwards consumeing primary research we strikeed to turn out vicarious research. We divided secary research into three break aways. First we would gather in springation from the inter interlocking (from blogs, web-sites, discussions) and try to analyze e actuallyday priorities, characteristics and values of clean wigs consumers who ar un ify Judaic-Orthodox Judaic women.We k in the raw it would be a great challenge to find out precise and accurate randomness intimately the demand and utilises amongst conjoin Judaic-Orthodox Jewish women who ar similarly Viennese residents from the universal web, but still we k current that the data correct if not c% accurate and correcttide though not personnel casualty into much detail would be stabilising for us to incur what the demand for cosher wigs in Vienna is. We makeed to have sufficiency knowledge or so cosher wigs consumers as well as close to the rules and obligations agree to the Jewish Halakha justice.We assemble out that the Halakha police force is the same for ein truth get hitched with Orthodox Jewish cleaning lady, no matter of her place of dwelling ho rehearse, to cover bingles tomentum later on getting married. all afterward finding out some anyday information we would condition our research and specifically counsel on o n consumer doings in clean wigs market in Vienna. We would like to gather information from al take in vivacious wig companies dictated in Vienna. thus far, erst again because the field of research is very narrow we had to research a rotary and at the same time be very specific and accurate on what our research organize was.For this reason we unflinching to contact Jon Renau an international wig club located in Vienna which come throughs kosher wigs/Sheitel with kosher certification under the Bedatz Hecksher from the Bais to-do of Rabbi Gross in Eretz Yisroel. Our third whole step would be to conduct an experimental research in a given wig association and observe the internal consumer doings during natural circumstances. Our main research 10 question was to find out the current demand for kosher wigs in Vienna, Austria at present.We as well as wanted to find out the characteristics of the most desired and getd wigs ( containing a cobblers last attention to timbre, length, and grapheme amongst some other social occasions). We save wanted to find out what is the bonnie price consumers argon departing to constitute for kosher wigs. The main value of this kind of lower-ranking research was that we would be able to gain reliable data from an already existing guild and we would be able to use this data figures to stick out for the future when it comes to our companionship. First as planned we poised information from inter fire web-sites and blogs some Kosher wigs.We wanted first to find out what is the primary c at at a timern for a married Jewish-Orthodox Jewish woman have on a wig. As we set in motion out the main concern for consumers is to have the demonstrate proof that the wigs ar manu situationured under rabbinic supervision according to Halakha law and that the wigs do not contain any Indian bull in them. We also wanted to find out the full general attitude of a married Orthodox Jewish woman towards wigs and correspon dingly her pass oningness to comport for it. As we found out Jewish women dont find wigs as a luxury but as a compulsion and obligation necessary by the Jewish religion.For this reason Jewish women dont find wigs as a luxury but as a pure obligation and requirement to properly observe their religion. For this reason their median(a) out go forthingness to overcompensate for natural wigs is utmost and on ordinary ranges from 900-1200 Euros. After secondary research would be gathered from the internet we unconquerable to conduct secondary research from objective businesses, from an already experienced wig lodge located in Vienna which specifically niduses on providing kosher wigs to married orthodox Jewish women living in Vienna. winning into consideration all these concomitants we chose the Jon Renau company.Jon Renau is a family have business that has become an international stellar(a) manu concomitanturer of wigs, bullpieces, copsbreadth additions and hairc big moneyh extensions. We visited virtuoso of the 11 main vox offices of Jon Renau, which is located in Vienna. We contacted Andrew, the investment firm manager, through his Rabbi- Rabbi fauna and asked the pastime questions 1. What ploughsh ars of your match sales argon the sales of kosher wigs? Andrew told us the hobby When we were opening illustration office in Vienna we melodic theme that demand for specifically Kosher Wigs wouldnt be high taking consideration the small universe of Jewish married women in Vienna.However immediately according to our analysis on bonnie 200-300 wigs be change calendar monthly to batch living in Vienna out of which up to 30 ar Kosher wigs. On Average its 10 % of our income and considering the small population demand turns out to be high. 2. What the broadly desired characteristics of the bribed wigs ar? Andrew said that it is very hard to solvent this question because even in this narrow field taste is very disparate. However, he s aid that 60% of women purchase kosher wigs opt European natural hair, and the favourite twines are b need and br admit. 3.What is the clean price a married orthodox Jewish woman is go forthing to have a bun in the oven for a wig? According to their statistics on bonny women are entrusting to suffer 800 Euros and much than than, depending on the example of hair used, length, air and where the wig was manufactured. 3. 2. Qualitative research focus chemical companying 3. 1. 1. General We conducted one focus sort out to collect our qualitative research data. There were eight women who attended and took part in the focus ag group. Our focus group was recorded and consisted of a mo of open-ended questions. 3. 1. 1. 1. Group selection The selection of our members was found on the succeeding(a)(a) criterion 12 Gender, they all had to be women Age, we wanted to have a wide range of ages. Anything from 18 age old to 75 years old. Religion, they all had to be or thodox Jews city of residence, they all had to be Viennese residence side of meat chatterers, as we resulting conduct the focus group in English thus all participants have to speak English. 3. 1. 2. Place Due to a escape of budget, we had to be quite strict with our phthisis cost and thus decided to learn the cost expenditures for the conduction of the focus group to an summate of no more(prenominal) than 500. This meant that we could devolve up to 200 on a place to hold the event of the focus group.Knowing that all the women who would attend the focus group would be married orthodox Jewish women, we had to choose a d deliverhearted (not too fancy) place where we could provide kosher refreshments. Hence, we conducted the focus group in the Lauder Business School Mensa, where we provided light refreshments and soft drinks. 3. 1. 2. 1. Asked questions The volume of the questions asked were open-ended questions. This testament relinquish our participants to component p art their opinion and have discussions with us and the other members participating. We pass on be asking the chase question during our focus group. 1.Tell us a little bit intimately yourself? 2. How legion(predicate) wigs do you own and how ofttimes do you split them? 3. What is your favorred color of a wig? why is it preferred? 4. What do you consider a slap-up fibre wig and what types of hair do you like for your wig? 13 5. Where do you usually corrupt a wig, and why? 6. What is the average price you are conciliateing for a wig and what moulds your finality? 7. ordain the fact that the company is donating 10% of its revenues to a pitying organization influence your purchasing finality? 8. Which wig from our trys did you like the most, and which the least. Explain why? 9. result you consider debauching a wig from us- Sarah Wigs in the future, and if so how much would you pay for this. 3. 3. Sampling plan In the begin of the project we faced a ending upon what sa mple distribution methods to use. We decided to use bundle up sampling (probability samples) for our questionnaire and convenience sampling (nonprobability samples) for our focus group. Cluster sampling this type of sampling first divides the leveled population into subpopulations. We took our Viennese Jewish population and divided it into three subpopulations where we were broadly speaking probably to encounter orthodox Jewish married women.We divided our population into the following subpopulations Jewish ethno groups according to synagogues Jewish schools in Vienna where mothers pick their children up widget sampling this form of sampling obtains a sample from convenient elements. This means that participants are selected because they fit the criterion of those people who we attaink to obtain information from. We used this form of sampling for our focus group and approached the women in places where we know they are most likely to be orthodox Jewish married women. 14 3 . 4. entropy collection instrument To coiffure the main questions we had in our project scheme plan we came up with a questionnaire and a list of questions for our focus group. These questions had to resultant our foursome main questions from the proposal but even more so in supercharge depth. Our four main questions in the project proposal were as follows 1. Who are our potential customers? 2. What is the current demand for wigs in Vienna, Austria? 3. What are the prices we should be charging for our wigs? 4. What could be the potential demand for our wigs in the future?We conducted a questionnaire to resolvent these questions in more depth and detail. The purpose of the questionnaire was to repartee the following questions 1. Do you brook in Vienna? This leave manage our questions closely just round how legion(predicate) customer we ordain have in Vienna, as we impart open our store in Vienna. 2. What is your age? This go away be helpful for our general informatio n slightly our potential customer. 3. Which ethno religious group do you kick the bucket to? This allow for rejoinder our question close what ethno groups are residing in Vienna and if these ethno groups are the ones who pay much stress to the wig habiliment Halakha law. . Which movement do you hold out to? This go forth answer our question just almost what streams of Judaism do those potential customer who are residing in Vienna be unyielding to and if these Jewish streams are the ones who pay much emphasis to the wig wearing Halakha law. 5. rush you ever used a wig? 15 6. wherefore not? These two questions supra will lease us to happen if this individual is a potential customer for us. 7. Do you own a wig? 8. wherefore not? These two questions higher up will throw overboard us to know which individuals are potential clients and which are not. 9. How legion(predicate) wigs do you own?This will suspend us to have a rough estimate of what the demand for wigs will be. 10. How practically do you acquire a saucy wig? Here we will answer our question of what is the relative relative frequency in which these women obtain new wigs. 11. How often do you use wigs? Here we will be able to bring down who will be a more expose at customer and who will be an cursory customer, as a woman who will tell us that she uses her wig on a daily basis is one who is likely to purchase new wigs more betrayly, whilst a woman who tells us that she rarely uses her wigs is one that is little likely to be a frequent potential customer of ours. 2. What color of wig do you prefer? This will answer our question regarding the alternatives in the colour in of wigs that our potential customers will have. We will be able to know what colors are most favorable amongst our potential customer group and thus assist us in cunning what products we should supply and more or less in what quantities. 13. What type of hair do you prefer? 16 Likewise, this will answer our question regarding the preferences in the type of hair for the wigs that our potential customers will want.We will be able to know what hair type is most favorable amongst our potential customer group and thus assist us in knowing what hair type wigs we should supply and more or less in what quantities. 14. What types of wigs do you for the most part own? This question will once more give us further in-depth regarding the preferences of the types and styles of wigs that our potential customers like the most and will assist us in knowing what wigs we should supply at our store, once subject. 15. What is an average price of your currently owned wigs? ( in ) This question will allow us to know the average price we should charge for our average wig. 6. What is your net family yearly income( in ) This will further give us cortical potential about(predicate) the abilities of our potential customers. We will be able to see roughly what socioeconomic group we are dealing with and thus put the products we supply accordingly. 17. Where did you buy these wigs? This question will allow us to see who our main competitors are which will allow us to further analyze and after investigation plan a means to provide our potential customers great satisfaction than they currently get from our competitors. 18. micturate you ever comprehend of our company?This question will allow us to see how many of the potential customers know about us and about the service we plan on providing. It will allow us to see how much marketing we need to do, where and to whom. 19. Where did you hear about it? 17 This will allow us to see in which places we are already known and in which places we are not yet known. 20. Will the fact that a company is donating bill from either sold wig influence your purchasing determination? This question will answer a few matters of busy that we have in finding out. Firstly, it will give us further in-depth into how we need to conduct our marketing cam paign. Secondly, it will allow us to promote ourselves to our potential customers and future potential customers by creating an attend of our company, as a company who does chari turn off become and so on and so forth. 21. What would you expect from your new wig? This will answer our question of what are the main expectations our potential customers have from purchasing a wig and thus allow us to resonate these criterions. The purpose of the focus group was to answer the following questions 1. Tell us a little bit about yourself? light upon out a bit more about our potential customers get some more insight to their personal life, religious life, etc.Get insight into what ethno religious group do they fit, what religious stream do they fellow traveler and so on and so forth. This will answer our question about what ethno groups are residing in Vienna and if these ethno groups are the ones who pay much emphasis to the wig wearing Halakha law. 2. How many wigs do you own and how often do you wear them? Here we will be able to see who will be a more frequent customer and who will be an occasional customer, as a woman who will tell us that she uses her wig on a daily basis is one who is likely to purchase new wigs more frequently, whilst a woman who tells us that 8 she rarely uses her wigs is one that is less likely to be a frequent potential customer of ours. (We acknowledge the fact that diverse ethno religious groups have different frequency usage, part of the time they may wear a wig and part of the time they may use headgears) With regards to the part of the question concerning the quantity of wigs they own, this will allow us to have a rough estimate of what the demand for wigs will be. We will also be able to see the frequency in which these women purchase new wigs. 3. What is your preferred color of a wig?Why is it preferred? This will answer our question regarding the preferences in the colors of wigs that our potential customers have. We will also be able to flummox information about underlying reasons of the preferences of our main target group. This will assist us in knowing what products we should supply and more or less in what quantities. 4. What do you consider to be a well behaved quality wig and what types of hair do you like for your wig? This will allow us to have further insight regarding what quality are our potential customer looking for when purchasing their wigs.What criterion do our wigs need to meet in baseball club for them to consider it to be a good quality wig. With regards to the second part of the question this will help us to represent the preferences in the type of hair in the main demanded. 5. Where do you purchase your wigs? Please modify the name of the store, the name of the website, the name of the magazine, or the name of the factory from where you mold it, and why? This will give us information about who our main competitors are and what combative advantages do they have. 10.What is the average price you are paying for a wig and what influences your decision? 19 This will give us insight about what are the prices our potential customers are willing to pay for a wig and thus will allow us to adjust our determine accordingly. 6. Will the fact that the company is donating 10% of its revenues to a charitable organization influence your purchasing decision? This question will answer a few matters of interest that we have in finding out. Firstly, it will give us further in-depth into how we need to conduct our marketing campaign. Secondly, it will allow us to promote ourselves to our potential customers and future potential customers by creating an image of our company, as a company who does charitable work and so on and so forth. 7. Which wig did you like the most and which of the wigs did you like the least? Please, condone why. After providing the sample wigs to our focus group members, we will able to have a better understanding of the priorities our target group has. 8. Would you consider buying a wig from us (Saras Wigs) in the future and if so how much would you pay for this wig?This will show us how many potential customers we in actuality have. This will give us insight about what are the prices our potential customers are willing to pay for a wig and thus will allow us to adjust our pricing accordingly. The last two questions were presented to our participants after having shown the sample of our wigs. 3. 5. experimental research The main purpose of our experimental research was to observe consumer behavior and find out if the kosher wig market business is profitable in Vienna. Thanks to the Jon Renau 20Company and their extremely kind store manager, Andrew we were able to conduct this experiment for one month. Our experiment was of such a nature For one month we spy consumer behavior with which we were able to answer following questions ? On average how many kosher wigs are sold in a month? ? What are average monthly profits tha t the company makes? ? What wigs do customers like take up? ? What wigs do customers like least? We observed that out of 280 wigs sold in a given month 27 were kosher wigs. The profits made from these 27 wigs amounted to 24,400 Euros. 8 wigs purchased were European manufactured ones, and most desired colors were black, brown and blond. Surprisingly to us the most desired length of wigs was unretentive and customer ages ranged between 23-50 years old. This experiment was extremely advantageous to us as we were able to observe consumer behavior in a natural environment without any artificial questions to which people had to think and answer theoretically. 3. 6. Data collection and data ingress In social club to make more in-depth marketing research we had to do secondary research as well as primary research.Secondary research was divided in two parts. First we searched for general information and opinion about what are the main concerns and characteristics of Kosher wigs in Inter net (from blogs and web-sites) save after that we narrowed our research and focused on one specific company who sells kosher wigs in Vienna. After secondary research we conducted primary research and also divided it into two parts qualitative and quantitative. We conducted focus groups where we used non- 21 representative (convenience sample).We specifically chose married Jewish orthodox women who would discuss their opinions and concerns and give us sufficient information to help us see what the demand for kosher wigs in Vienna, Austria is. In quantitative research we used ball sampling. In our research we applied the following types of research methods Secondary research ? discipline gathering from already existing sources ? Experimental research Primary research ? prospect ? Focus Group 22 4. Data analysis and results 4. 1. Qualitative data analysis & results Is there a demand for a new wig store in Vienna?According to our focus group we have seen that our main target g roup, Jewish religious women are greatly enkindle in a new wig distributor in Vienna. Due to the fact that covering ones head in Jewish religion is both(prenominal) a Torah commandment and a tradition, the percentage of women wearing wigs is very high among all Jewish religious women, namely Ashkenazi Jews and some Sephardic. For instance, after conducting a focus group we still that a lot of different aged women are ready to purchase wigs for themselves and their daughters, cousins, and sisters , etc. and that there is a demand for a shop go kosher certified wigs. However, the exceptional cases comprised low- class women, which estimation our prices to be too high. Low-class women thought there is no need for a new wig distributor in Vienna, they didnt like our price ranges and claimed that there are already stores offering wigs, and just it is much cheaper to order wigs online. Even after suggesting that we would like our price to include 10% mesuda- donations to poor child ren and orphanages, they were not willing to pay 1200 for a wig, a price of wig charged by our suppliers, the company Sarah Wigs in China.We explain it with two reasons. First of all, donations are obligatory in Jewish religion, and a person should anyways gift 10% of his income to charity, so there is no need for our insinuation to those people who are scarce of fiscal resources. Secondly, religious life can be sometimes very expensive, including higher costs on kosher food, maintenance of a lot of children, costs on trying on in the Jewish districts. Therefore, low-class families cannot succumb purchasing a wig for this price. However after watching sample wigs we offered they agree the quality to be 23 ood, and admitted they would like to receive such kind of a wig as a present. Since our target group is initially middle-class and loaded women it would be a challenge assessing them. Surprisingly, we found out which kind of service our potential customers would like to expe rience. In order to understand the psychology of these women, we should look inside the traditions and rules of life according to which these people have been living almost for 6000 years. They are very modest and extremely conservative. While the conversation they complained about the lack of privacy in the wig stores.For instance, some of them consider show their hair among other women as something of an immodest behavior. So one of their wishes was to have a insular service in a wig store, where they could feel comfortable and try all the variety of wigs. However some of them didnt have problems with trying out wigs in a common hall. General answer of our sample wigs was very good. Independently of the age, one-year income and ethno religious group, they desire the quality of our wigs. They liked the type of hair used, how naturally they looked, and the way they are made, the material used inside.In conclusion, our focus group and the reaction to the samples provided indicat e that there is a demand for a new wig distributor in Vienna, offering one-to-one service. What is the average age drug addiction in the market? And how much they are willing to pay? We described our main target group as Jewish religious women, but who is considered to be a woman in a Jewish religion. Is there any specific age when lady friends become women, and start covering their heads? After an extensive research conducted on our target group, we found out this is not about a specific age.For instance, a girl becomes a woman after getting married, and since she is married covering her head is obligatory. Therefore, the average age consumption for 24 our product is 18 82, as 18 is considered the allowed age to get married in Judaism (YAAKOV, 2006) and 82 is the average age of death among women in Austria (Pavlov, n. d. ). Due to this fact, women of different ages participated in our focus groups. We found out that the demand for our product didnt depend on the age, but sort o f on the income and social level of the family of this woman.Our first focus group in the main consisted of women of a middle and high class, with yearly income higher than 20,000. They were very surprised with the prices we offered for our wigs. When we showed them our sample wigs, they were willing to pay more than 1500. Our second group was quite intensive about pricing, and said their purchase decision depends extremely on the purposes of their purchase. For instance, a lot of women have more than one wig. Purchasing a new wig for a exceptional occasion, celebration or spend is very popular.Therefore, they were ready to pay more for a holiday wig. A holiday wig is the one usually with a natural hair, hand-crafted and preferably a long one. Moreover, the fact that we are going to donate 10% of each wig bought to charity was perceived very positively by women of middle and high class. In a nutshell, we understood that for all the women the price is mostly connected with the hair type we use in our wigs, whether it is handmade, and its readiness to be worn. Surprisingly, we found out interesting moment in a consumer behavior of our main target group.When a woman comes into a shop, she wants to see the final product, the wig ready-to-wear, which should be notwithstanding adjusted with small details. Which preferences do our customers have mostly? We noticed two main preferences our target group has with regards to the length of the wig and also the type/quality of the wig. 25 Surprisingly it was the opposite of what we were expecting. We were sure that the young generation would prefer somewhat modish and longer wigs than the of age(p) generation (that would rather prefer stricter and shorter wigs).However what we noticed was that the younger women prefer the strict and middle-length wig because they are going to be married or just have been married and they are still very excited about the base of a wig, the meaning behind it (that a woman should show her real hair only to her husband because the hair is a very sensual thing). But the older women are more likely to purchase longer wigs with different haircuts because they would like to inclose with their style. For instance, they ate tired of the same image all their life.About the type and the quality of the wig almost both woman in our focus groups agreed that it should be handmade and only natural hair. The style of the wig they prefer was quite different, but women were opened for innovations. Mostly all women are devoted to wearing a wig with a bang, for it seems to be more natural. But directly we are living in the twenty-first century, there are more innovations with every passing day- women are expecting their new wig to look natural without a bang. Moreover, part of the women was at first hesitating about Asian hair we use but after we gave them our sample wigs for a trial, they changed their opinions.In order to further create a positive image of our company, we need to think about some women- community events in which we will be able to demonstrate wigs to women who are still hesitating about the quality of the Asian hair. How our service should look like? According to our focus group we came to several(prenominal) conclusions with regards to the service we should provide to our customers. On the one hand, our main goal is to ensure that our shop doesnt contradict to any Torah commandments, Jewish laws and traditions.The first and the most important thing for us would be to ensure that all wigs are kosher, that they dont contain 26 Indian hair. Almost all women agreed that absence of kosher security on the wigs would influence their purchase decision greatly (they will not purchase it). The next thing would be to provide private room for women who do not feel comfortable trying wigs in the common hall. For instance, some of the women consider showing their natural hair even to other women immodest. Our staff members will also be only female, in order for all the women to feel convenient.On the other hand, our target group will not only be satisfied with a purchase of a good quality wig. They dont know how to encompass their wigs in order for them to hitch in the same shape they were bought. The women complained a lot about the Internet shopping, they snarl being left alone after purchasing the wig. Therefore we are going to introduce the buy and stay concept. We will offer a beauty beauty salon service that will be vary in taking care of wigs. Sarah wigs will send one of their stylists that will be responsible for this specific service.Right after the women chose a wig from our variety, the stylist will adjust it to her head. Afterwards a woman will be able to bring her wig for a wash, restyling, or any other required procedure. Of course the prices for the women, which purchased our wigs will be significantly reduced. With the help of this salon we will make our customers feel more secure. They will know th at we are nearby and ready to help with any problem that readiness occur. In addition we decided to provide a 3-5 years guaranty for our wigs (the go of years will depend on the precise wig).We want to do so because we see the scarcity of trust among our target group. 4. 2. Quantitative analysis and results With our data collection we gained answers to our research questions. The following information is the analysis of our questionnaire 27 Question 1 With the collected data we identified the percentage of women who are living in Vienna. As it seen in put off 1 and var. 1, 97% are living currently in Vienna, and 3% are not. Do you pull through in Vienna? oftenness Vienna sensible not in Vienna perfect 243 7 250 Percent 97 3 coulomb plank 1 living in Vienna experience 1 percentage of people who live in Vienna 28 Question 2 In the following graph you can see the distribution of the responders by age 15-25 years11%, 26-35 years- 20%, 36-45 years- 33% (the volume), 46-55 ye ars- 22%, 56-65 years7%, 65+ years- 5%. With this information we can determine our target group, to which we will address our products. What is your age? frequency 15-25 26-35 36-45 binding 46-55 56-65 55+ integral wanting follow ashes 28 50 81 54 18 12 243 7 250 Percent 11 20 32 22 7 5 97 3 ascorbic acid tabular array 2 age of answerings Figure 2 age of respondents 29 Question 3In this question we decided to which ethnicity group each respondent conk outs. Ethnicity group determines the traditions, and after- the different moves in the Judaism, to which the religious women operate. For each ethnicity group there is different traditions regarding the usage of the wig. As seen in the table and the figure below, there is a large bulk- 70% of Ashkenazi women, and 27% of Sephardic women. Which ethno religious group do you go away to? absolute frequency Ashkenazy validated Sephardic sum total wanting Total establishment 176 67 243 7 250 Percent 70 27 97 3 100 defer 3 t he ethno religious groups of respondentsFigure 3 the ethno religious groups of respondents 30 Question 4 In this question we found the breakdown of the different movements of Judaism regarding the women in Vienna. As seen in the table, there is a large absolute mass of women that belong to the Chabad- 70%. Then, the Gur movement with only 8%, Lithaim- 6%, Reform- 5% and early(a)s8%. Which movement do you belong to? relative frequency Chabad Gur Valid Lithaim Reform Other Total missing Total schema 176 20 14 13 20 243 7 250 Percent 70 8 6 5 8 97 3 100 Table 4 To which movement the respondents belong Figure 4 To which movement the respondents belong 1 Question 5 coincidence of total number of wigs owned and age of respondents. In the following table we compared the two variables, age and number of total wigs owned. The majority of women between ages 26-55 own 3-5 wigs (age 26-35 11% age 36-45 30% 4655 10%). How many wigs do you own? What is your age? Count What is your age? 1 5-25 1-2 How many wigs do you own? 3-5 5+ Total 12% 0% 0% 12% 26-35 8% 11% 1% 21% 36-45 1% 30% 2% 33% 46-55 5% 10% 8% 32% 56-65 0% 0% 7% 7% 65+ 0% 0% 5% 5% 26% 51% 23% 100% Total Table 5 coincidence of age and number of total wigs ownedFigure 5 resemblance of age and number of total wigs owned 32 Question 6 In the following question we compared the frequency of purchasing wigs and the net annual income in the family of the woman. 30% of women that have 20,000-29,000 euro annual income are purchasing a new wig once in 5 years (the majority of that segment), the majority of the group of 30,000- 39,000 euro income- 16%, is purchasing a new wig once in 2-5 years, and the majority of the group that has 40,000-49,000 euro income, as well as 50,000+ euro income purchases a new wig once a year (5% and 3%). How often do you purchase a new wig?What is your net family annual income( in) What is your net family annual income( in) less that 10,000 10,00019,000 20,000 29,000 once a year How of ten do you purchase a new wig? once in 2-5 years once in 5 years+ Total % of Total 1% 24% 42% 21% 9% 3% 100% % of Total 1% 18% 30% 4% 0% 0% 54% % of Total % of Total 0% 0% 0% 1% 5% 3% 9% 30,00039,000 40,00049,000 50,000+ Total 0% 6% 12% 16% 3% 0% 37% Table 6 Comparison of frequency of purchasing wigs and net annual income 33 Figure 6 Comparison of frequency of purchasing wigs and net annual income Question 7 In this table we measured the preference of wig colors.The majority of the women prefer black (39%) and brown colors (35%), 16% prefer blond wigs, and a small percent of 4% prefer grey hair, and 2% for red hair. What color of a wig do you prefer? frequence black brown Valid blond red grey Total deficient Total schema 98 87 41 6 11 243 7 250 Percent 39 35 16 2 4 97 3 100 Table 7 Preference of wig color 34 Figure 7 Preference of wig color Question 8 In this question we measured the percentage of respondents that prefer Asian or European hair. The majority (61%) prefers Asian hair, when 36% prefers European hair. Which type of hair do you prefer? frequence Asian Valid European Total lacking(p) Total System 153 90 243 7 250 Percent 61 36 97 3 100 Table 8 Which hair type do you prefer? 35 Figure 8 Which hair type do you prefer? Question 9 Here we determined the percentage of respondents that prefers factory made wigs or handmade wigs. The majority (62%) prefers handmade wigs, when 35% prefers factory made wigs. What types of wigs do you mostly own? Frequency handmade Valid factory made Total Missing Total System 155 88 243 7 250 Percent 62 35 97 3 100 Table 9 pet type of wig 36 Figure 9 Preferable type of wig Question 10This table illustrates the preferable price of the insouciant wig for the respondents. As seen, the majority of women are buying the wig for 401-600 euro (60%), 22% prefer to buy their wig for 250-400 euro, the small number of 6%, will pay 601-1500 euro, and 8% will pay 1501+. Average price of an daily wig Frequency 250-400 401-600 Va lid 601-1500 1501+ Total Missing Total System 56 151 16 20 243 7 250 Percent 22 60 6 8 97 3 100 Table 10 average price of everyday wig 37 Figure 10 average price of everyday wig Question 11 This table illustrates the preferable price of the holiday wig for the respondents.As seen in the table, the majority will pay 1001-2000 euro per one holiday wig (70%), 17% will pay 600-1000 eur0, and only 11% will pay 2001+ euro per wig. Average price of a holiday wig Frequency 600-1000 Valid 1001-2000 2001+ Total Missing Total System 42 174 27 243 7 250 Percent 17 70 11 97 3 100 Table 11 Average price of holiday wig 38 Figure 11 Average price of holiday wig Question 12 This table illustrates where the majority of the respondents buy their wigs. There is almost equalize deviation between the 3 stores (32%- caper hair team 38%- Michaela Nagler 27%- Stupnig kegful), and only 1% are buying in E-shops.Where did you buy these wigs? Frequency dissimulation hair team Michaela Nagler Valid Stupnig Keg E-shop Total Missing Total System 80 94 67 2 243 7 250 Percent 32 38 27 1 97 3 100 Table 12 place of wig purchase 39 Figure 12 place of wig purchase Question 13 This table illustrates the amount of respondents that hear about our wig store. The majority, however, neer heard about us (65%). Have you ever heard of our company? Frequency yes Valid no Total Missing Total System 81 162 243 7 250 Percent 32 65 97 3 100 Table 13 have you ever heard about our company? 40Figure 13 have you ever heard about our company? Question 14 In the following table, we canvass the percentage of respondents that heard about our company, and from where they heard about us. The majority heard about us from word of let loose (56%), 49% heard about us from Jewish websites, and only 42% heard about us from Facebook. Heard Frequencies Responses N heard from facebook where did you hear about us a Percent of Cases 42% 56% 49% 146% Percent 30 40 35 105 29% 38% 33% 100% heard from word of mouth heard fro m Jewish website Total a. wave-particle duality group tabulated at value 1.Table 14 From where do you know our company? 41 Question 15 In this question we canvas whether the fact that our company is donating 10% from our income will influence the decision of purchase. The majority (36%- mostly yes 33%- possibly) will be influenced of this fact, and only 5% will not be influenced at all. Will the fact that a company is donating tithe from every sold wig influence your Frequency not possibly Valid mostly yes yes Total Missing Total System 13 82 91 57 243 7 250 Percent 5 33 36 23 97 3 100 Table 15 bias of the fact that the company is donating tithe from every sold wigFigure 14 Influence of the fact that the company is donating tithe from every sold wig 42 Question 16 In this question we analyzed the net annual income of the respondents. The majority (41%) have 20,000-29,000 euro income, 24% have 10,000-19,000 euro, and only 1% has less than 10,000 euro income. What is your net fami ly annual income( in) Frequency less that 10,000 10,000- 19,000 20,000- 29,000 Valid 30,000- 39,000 40,000- 49,000 50,000+ Total Missing Total System 3 59 102 50 22 7 243 7 250 Percent 1 24 41 20 9 3 97 3 100 Table 16 net annual income (euro) Figure 15 net annual income (euro) 3 Question 17 In this question we analyzed the importance of several factors that concern customer preference about wigs. Descriptive Statistics N I would expect my new wig with a low price I would expect my new wig to be handmade I would expect my new wig to be made in europe I would expect my new wig to be made out of Asian I would expect my new wig to have a ensure I would expect my new wig to be of bright colours I would expect my new wig to be made out of natural matrial only Valid N (listwise) 243 243 1. 8724 1. 13735 243 3. 9712 1. 33423 243 1. 5638 . 70348 243 2. 473 1. 91364 243 2. 8765 . 68724 243 2. 0576 1. 29716 243 Mean 2. 0658 Std. excursus 1. 08511 Table 17 customer preference about wigs 44 F igure 16 customer preference about wigs 45 5. Conclusion and recommendations After conducting the secondary and primary research we got to know that a place to a new wig distributor in Vienna can be found. We found out that there is a demand for product in the form we want to sell, and the service we want to provide. During the secondary research we were exposed to the competition that already exists in the market, but in order to have to have competitive advantage we will provide buy and stay service, which will fill in the lack of security our customers have. In addition we came to know what are the exact preferences of our target group with the help of quantitative and qualitative analysis, which type of hair, length, color and style are in demand. With the help of the focus group we conducted, we understood the psychology of these women and underlying reasons for their consumer behavior. This will help us to market our product successfully, providing all the services related to it, and to communicate our company effectively.Moreover, we found Vienna as the representative capital city amongst big cities in Europe. Our research indicates that we can penetrate the Viennese wig market successfully, therefore we predict approximately the same level of demand in other major European cities. We can expect the growth of our company in Europe within 5-7 years. As a recommendation, it is required to make a further research on wig demand amongst cancer ill patients and squiffy people as part of our initial target markets. 46 6. Appendix 6. 1. come off sample in English Questionnaire Nr. _______Wigs demand questionnaire Interviewer Please read all questions to the respondent as they appear on the questionnaire. Only read the bold text. Interviewer instructions are in italics. Circle the figure corresponds to the respondents answer choice. Example 2 Int. Introduce yourself to the respondent. Mention that you are a business student conducting a reexamine as a part of marketing research class. Briefly inform the respondent that this survey is about a wig demand. At the beginning, may I ask you a few questions to determine if you are among the persons ho I am alleged(a) to interview? 1. Do you live in Vienna? RESIDENCE If NO thank respondent and terminate interview. 2. What is your age? 15-? 25. 1 AGE 26-? 35.. 2 36-? 45.. 3 46-? 5.. 4 56-? 65.. 5 65+ 6 3. Which ethno religious group do you belong to? Ashkenazi 1ETHNICITY Sephardic 2 4. Which movement do you belong to? Chabad 1 CHA Gur .. 1 GUR Litaim.. 1 LITReform 1 REF Other 1 OTH 47 5. Have you ever used a wig? Yes.. 1a? Q 7 USAGE No 2 a?Q 6 6. Why not? Record the first solvent REASON a? Q 21 7. Do you own a wig? Yes 1 a? Q 9 OWNERSHIP No. 2 a? Q 8 8. Why not? Record the first reply REASON 9. How many wigs do you own? 1-? 2.. 1 TOTAL