Marketing Research Essay

Submitted By EvaYang1116
Words: 3852
Pages: 16

Table of Content

List of illustrations and graphs
Figure Page
1. Ilovesoap.co.nz, Rose Cluster Heart Soap, 2014 ………………………Cover Page
2. Focus Groups Sample Design, Table 1 ………………………………………….5
3. Quantitative Research Sample Design, Table 2 …………………………………6
4. Frequency, Figure 1 ……………………………………………………………...8
5. Importance of Attributes, Figure 2 ………………………………………………9
6. Colour Preferences, Figure 3 ……………………………………………………10
7. Categories Preferences, Figure 4 ………………………………………………..10

Abstract
Background
Ilovesoap is an established soap manufacturing company based in Rotorua, New Zealand. In 2014 Ilovesoap plans to produce some new handmade soaps in order to attract new customers and keep maintaining the current existing customers. The objective of this market research report is to help Ilovesoap management make production decision. The business would like to design new products depend on this report.
In defining the limits of this research, several areas were identified including: determining the frequency of purchasing handmade soaps, determining the most important attributes for customers, and analysing the competition.
This research design consisted of qualitative research and quantitative research. The sample design selected for the questionnaires are located in four different cities: Auckland, Rotorua, Christchurch, and Queenstown. The sample size is 40. For the qualitative research, we selected three focus groups which followed the age ranges. The total number of respondents of survey was 70. There was a 100% response rate.
Results
Most respondents (45%) answered that they buy handmade soaps once a month. The second most frequent response was answered by 25% of respondents who said they buy handmade soaps once for every two month. According to the data, shape got 110 points in total, colour got 135 points, and flavour got 122 points, raw material got 176 points, size got 79 points, quality and utility got 181 points, and overall value of 193 points. It is easy to see that raw material, quality and utility, and the overall value is the most important attributes for respondents.
Introduction
Ilovesoap is one of New Zealand largest manufacturers of natural cold process and glycerine soaps. Ilovesoap is an established soap manufacturing company based in Rotorua, New Zealand. This is a family business and the business is 100% New Zealand owned and operated. The company hands make all its bath and body products onsite daily using the finest quality oils, butters and essential oils. The factory can product more than 20,000 bars per week or two ton of full loaves per week and it can customise soaps to customers’ needs (Ilovesoap NZ, 2014).
In July 2014, Ilovesoap was planning to design and produce new kind of handmade soaps in order to attract more new customers and keep maintaining current customers. This involves everything from updating the design and decor to selecting raw materials to produce new styles of handmade soaps. The purpose of this market research is to determine what kind of new handmade soaps should be produced in the following season in 2014. Ultimately, the result of this market research will be used to help Ilovesoap make decisions.

Research objectives and research questions
The overall objective is 'to determine the key driving factors for new customers and returned customers buying the products'. More specifically, the marketing research problem should break into the following sub-objects:
1) To identify attitudes and expectations the customers have about this handmade soaps and competing brands or business.
2) What is the demographic and physiographic profile of existing customers with this handmade soap business?
3) What are the important factors for buying this business' products?
Research Methodology
This research design consisted of both qualitative research through three focus groups, and quantitative research through a widely spread…