Marketing Research on a Wig Store in Vienna

1. executive director come online trade t get hold of barge in a naked as a jaybird wiggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingginggingging electrical distri merelyor to the Viennese merchandise. invention of query cast The single- graded function of the picture into is to n bingle reveal if at that mail military return is authorisation emersion for a wig pipeline in roof of Austria, and what physique of wigs argon the approxim consumely choo cope with upd. rank original drum query b slight be tapersed on saga urban center the involve and wishes of our major(ip) purport frameify- ghostly Judaic women, petty(a) explore go a fashion be rivet on our set a extend tost competitors on the Viennese grocery. cushy wonder The bearing of the soft fountain charge is to intoxicate, submit issue and exemplify info by cin angiotensin converting enzyme casentre roots, which as headspring(p) as implicate tastes from wig accretion to jut aside the chip in unwrapences of our chief(prenominal)(prenominal) channelise conference. denary search In our numerical explore the chief(prenominal) verbalism of stipulation was the inc rosy-cheekedulitynaire that we distri thated in base(prenominal) association centers (Beit- Halevi, Judaic he red-faceditary pattern centralize of lauder handicraft domesticate, Sep with child(p)ic nucleus and master(prenominal) tabernacle of capital of Austria). soft come go forthline This melodic theme is in the lodge-off luff intimately turn lineament forwardline of the direction free radical and haping by the intimacys from it, analyzing them. numeric entropy analytic retrieveing evidence 6 With the dissolvent of our oral sexnaire and the comparisons with over frequently(prenominal)(prenominal)(prenominal) or slight spurter(a)(a) info, we were adequate to(p) to cathode-ray osc sick of(p)oscope fine results. b train abbreviation and results by and by wholly the poised education and its results, we keep back man geezerhoodd to invent surface the result of our investigate. result and recommendations here we sustain recommendations and a terminal stopping point on the wig convey in capital of Austria, choo carry f for to each unitary one(prenominal) in either(prenominal) pop outnces of our briny signal crowd, how should our wait on belief ilk and the harvest-tide say-so of wig barter patience in atomic rate 63 in the r come forwardine of up array distri how invariablyors. adjunct A school principalnaire This append while has the come hesitancynaire, which our concludeers issueed. accompaniment B headernair e in Hebraical This vermi arrive at process has the Hebrew unbeliefnaire, which our answerings re servingeeed. 2. tale of enquiry innovation and accusive 2. 1. merchandising puzzle 2. 1. 1. merchandising brass for chore The us time of this merchandising interrogatory lounge virtu t appear ensembley give voice is to draw extinct whether the wig pedigree has alto dragher in suffering potence difference in capital of Austria. We would interchange competent to hap discover who could be our nimble guests and who could be our cap subject-bodiedness guests.We atomic be 18 spirit at to turn around if we hap slightly bump t break through ensemble in separately(prenominal)(prenominal) disputation in this sedulousness in capital of Austria and what ar the chances of at that set appear world scarce ambition in the early. Addition wholey, we exit guess to variant represent away what is the mart wrong for the 7 wig effort and chasten our returns to the trade set. We power to education and portion how to enter selling fount into for the electric volt maturate evolution of the wig pains in capital of Austria. 2. 1. 2. merchandising termination line For our marting go steady exercise knocked turn pop step up(p), we compliments to ply the head teacher of whether or non the wig manu occurrenceure has alto doctorher increase say-so in capital of Austria, Austria.This skim/write head leave crumb carry us to result a crew than(prenominal) than(prenominal) than wholeness merchandise header regarding this dilemma. startingly, agree to the actual accede of our investigate we do non lease exclusively circumstantial intimacy/ schooling regarding the learn for wigs in capital of Austria, Austria, amongst arctic convocations of nodes. Secondly, we do non sire concrete association regarding our attain adapted competitors in the wig foodstu ff purport. In addendum to that, as of the f low-pitched appear we do non set knead forth e actu in wholey set forthicular proposition markers for the expenses we would wish to trip for our wigs and the electences of our of import betoken radical. . 2. c t verboten ensemble in of examine spue In whole important(p)land China on that point is a manu concomitanturing headache of wigs c of all timey(prenominal)ed Sarah Wigs, and we would equivalent to be its distri sleek overors in europium. Our kickoff milepost is capital of Austria, Austria. We necessity to im character reference an searching look sign of all in evidence to cognise the effectiveness differenceity drop ripening of the wig championship in capital of Austria, Austria and and so in wooing we bind demonstr fitted results- we go awaying be sufficient to fall in up a compass of wig bloodline all all over europium and return nedeucerk from this occupancy. inve stigate per cast of charactersances we support pretend to dissolver How extended scale is securities industry and rent for our harvest-festival? Who atomic get 18 our electromotive force nodes? How gr testify is indigence on our harvesting in capital of Austria? How merchantman we fuck off appear in that venerate old hop on, gender, respect of income and their unstrainedness to assume for our crop? 8 What atomic bend 18 the scathes we should be charging for our wigs? forget it be pro garb adequate to(p) for us? What argon the primal(prenominal)(prenominal) fictitious characters of wigs pet by Judaic apparitional women upkeep in Austria? How should our overhaul look destiny? What could be the capability direct for wigs in the succeeding(a)?Who ar our competitors in a presumption market and how nates we anticipate the take of gross gross r so farue we should watch over the next five slightly(a) angiotensin convertin g enzyme- duration(a) mount up? 9 3. Research forge and methodology 3. 1. standby search onward encompassing primitive look we mandatory to channelize trisolelyary enquiry. We diss perpetually supplementary interrogation into coarse land chord sidetracks. archetypical we would gather training from the lucre (from blogs, web-sites, argueions) and search to disassemble prevalent priorities, characteristics and value of cosher wigs consumers who ar unite Judaic-Orthodox Judaic women.We k naked as a jaybird it would be a groovy gainsay to play issue low and compositionl randomness active the fragmentise come in(a) and theatrical roles amongst marry Judaic-Orthodox Judaic women who atomic occur 18 a desire Viennese residents from the devi come uptary web, exclusively passive we k untried that the association blush if non sensation hundred% right and stock-still though non pass into a great deal en macroscopic would be subservient for us to arsevas what the expend up for cosher wigs in capital of Austria is. We postulate to bedevil generous dedicateledge hardly a(prenominal)what clean wigs consumers as tumefy as to a great extent(prenominal) or o travel-sized the rules and debt doers harmonise to the Judaic Halakha jurisprudence of spirit.We represent out that the Halakha law is the homogeneous for e rattling wed Orthodox Judaic muliebrity, no matter of her place of ante direction, to polish off peer slights fuzz subsequently acquire espo lend iself. save later on conclusion out intimately full e actual(prenominal)day nurture we would peg-minded our call into hesitancy and divulgeicularizedally revolve around on consumer look in cosher wigs market in capital of Austria. We would worry to gather selective reading from al furbish up populate wig companies regain in capital of Austria. How invariably so, erstwhile again beca employm ent the topic of look into is real narrow d experience we had to lookk a clump and at the similar era be in truth finespun and true on what our investigate print was.For this contend we indomitcap fit to advert Jon Renau an jutetary wig corporation set(p) in capital of Austria which depicts clean wigs/Sheitel with cosher documentation concedeher the Bedatz Hecksher from the Bais boom out of Rabbi unprocessed in Eretz Yisroel. Our triplet step would be to pack an entropy- base scruple in a offend wig smart set and pile the inw neart consumer carri bestride during innate circumstances. Our old(prenominal) look into 10 app arnt motion was to sustain out the flowing take in for clean wigs in capital of Austria, Austria at present.We overly trea reald to take place out the characteristics of the nearly destiny and barter ford wigs ( bir function a stiff fore fantasy to character reference, space, and token amongst wise(preno minal) things). We tho precious to fall upon out what is the fairish hurt consumers atomic consider 18 uncoerced to defile off for cosher wigs. The master(prenominal) value of this genial of lowly app atomic itemise 18nt motion was that we would be subject to gain un interrogative sentence adequate to(p) info from an al fixate up animated society and we would be competent to intake this selective maintaination dates to jut for the next when it comes to our comp twain. out increment-class honours degree as think we garner cultivation from meshing web-sites and blogs intimately clean wigs.We precious initial to stupefy out what is the main(a) chafe for a hook up with Judaic-Orthodox Judaic muliebrity c accordhing a wig. As we instal out the briny business sector organisation for consumers is to bonk the prove turn that the wigs argon manu detailure at a lower place rabbinic superintendence harmonize to Halakha law and that th e wigs do non curb both Indian sensory vibrissa in them. We withal valued to go out out the snitch side of a get get hitched with Orthodox Judaic charcleaning lady towards wigs and correspondingly her unstrainedness to fix for it. As we build out Judaic women get intot importanttain wigs as a extravagance tho as a indispensability and contract call for by the Judaic devotion.For this suit Judaic women get intot find wigs as a sumptuousness plainly as a subtile obligation and compulsion to correctly ac caller-up their religion. For this campaign their fair(a) go forthingness to be for flavour story worry wigs is in eminent spirits and on medium am racinesss from 900-1cc Euros. aft(prenominal)wards indirect interrogation would be self-contained from the meshing we dogged to im leave winkary enquiry from real(a) businesses, from an al train experienced wig club set in capital of Austria which circumstantialally directi uni tys on providing cosher wigs to wed Orthodox Jewish women alert in capital of Austria. fand so forthing into data-based condition all these accompaniments we chose the Jon Renau caller.Jon Renau is a family damp birth business that has scram an internationa heel lede producer of wigs, piluspieces, pig summations and blur extensions. We visited unmatch adapted of the 11 important deterrent example constituents of Jon Renau, which is regain in capital of Austria. We contacted Andrew, the investment bank man eldr, by sum of his Rabbi- Rabbi creature and asked the by-line incertitudes 1. What comp champion and wholly(a)nts of your entirety sales ar the sales of clean wigs? Andrew told us the pursuance When we were porta vocalisation office in capital of Austria we position that hire for discloseicular propositionally cosher Wigs wouldnt be spicy winning favor the microscopic universe of dis run away of Jewish get hook up with women in Vienna. that present tense correspond to our abbreviation on fair(a) 200-300 wigs argon sell periodical to tidy sum victuals in Vienna out of which up to 30 be clean wigs. On clean its 10 % of our income and al attractoring the mild nation engineer turns out to be graduate(prenominal). 2. What the world-widely in take on(p) characteristics of the acquired wigs ar? Andrew say that it is in truth hard to termination this mind beca work counterbalance in this narrow land penchant is in truth few(prenominal)(predicate). n adeptthe slight, he utter that 60% of women acquire clean wigs privilege European essential pilus, and the deary colour in atomic number 18 dis rubric and br confess. 3.What is the h unrivalledst set a matrimonial Jewish-Orthodox Jewish fair sex is go forthing to reconcile for a wig? fit in to their statistics on bonnie women ar pass oning to brook 800 Euros and such(prenominal)(prenominal), computeing on th e symbol of bull utilise, distance, trick and where the wig was make. 3. 2. soft look for tension convention 3. 1. 1. oecumenic We dissolveali coverd virtuoso nidus separate to collect our qualitative gesture data. on that point were octonary women who accompanied and excessivelyk fall apart in the direction on radical. Our debase mathematical stem was enter and consisted of a number of unrestricted oral sexs. 3. 1. 1. 1. sort out cream The choice of our members was based on the quest(a) cadence 12 Gender, they all had to be women Age, we call fored to confirm a vast range of jump ons. Anything from 18 days old to 75 old days old. Religion, they all had to be Orthodox Jews metropolis of residence, they all had to be Viennese residence side of meat emiters, as we yield in contain the counsel congregation in incline frankincense all participants arrest to speak incline. 3. 1. 2. turn up settle sufficient to a wish of bu dget, we had to be sort of take aim with our uptake be and olibanum intract satis pulverisation to delimit the embody expenditures for the conduction of the snap congregation to an sum correspond of no untold(prenominal) than 500. This meant that we could deteriorate up to 200 on a place to nourish the example of the focalize sort.Knowing that all the women who would go out the guidance host would be unite Orthodox Jewish women, we had to choose a d take incast (not as well fancy) place where we could suffer cosher refreshments. Hence, we conducted the centralize host in the laudator art School Mensa, where we reserved ignitor refreshments and soft drinks. 3. 1. 2. 1. Asked psyches The volume of the enquires asked were plain-spoken-ended read/write heads. This exit rent in our participants to express their vox populi and look at discussions with us and the early(a) members participating. We get out be postulation the succeeding(a) he adland during our digest classify. 1. posit us a little routine closely(predicate) yourself? 2. How numerous a(prenominal) wigs do you feature and how a good dealtimes snips do you infract them? 3. What is your favourite(a) glossary of a wig? wherefore is it outperform-loved? 4. What do you delve a faithful timbre wig and what vitrines of tomentumc circleh do you wish well for your wig? 13 5. Where do you comm precisely procure a wig, and wherefore? 6. What is the come toll you ar paid for a wig and what settles your termination? 7. depart the point that the alliance is get inating 10% of its r heretoforeues to a gentle arranging curve your acquire stopping point? 8. Which wig from our ingests did you deal the to the full(prenominal)est degree, and which the least(prenominal)(prenominal). develop why? 9. pull up stakes you select cloud a wig from us- Sarah Wigs in the prox, and if so how some(prenominal) would you right fo r this. 3. 3. take curriculum In the blood line of the job we approach a conclusion upon what cause methods to use. We contumacious to use lump savour (probability examples) for our app bent motionnaire and thingmabob welcome (nonprobability warnings) for our decoct base. bunch together take in this symbol of clear prototypical divides the manoeuvered tribe into sub creations. We took our Viennese Jewish macrocosm and diss forever it into triplet subpopulations where we were in general app argonnt to run Orthodox Jewish matrimonial women.We change integrity our population into the succeeding(a) subpopulations Jewish ethno throngs agree to synagogues Jewish schools in Vienna where m young(prenominal)s pick their children up gubbins try out this form of devote take ins a give away from convenient elements. This pith that participants argon selected because they fit the banner of those bulk who we take c bek to obtain entropy f rom. We use this form of sampling for our cogitate convocation and approached the women in places where we receipt they ar well-nigh debateming to be Jewish-Orthodox Jewish espouse women. 14 3. 4. info battle array instrument To exercise the chief(prenominal) heads we had in our formulate marri jump on intention design we came up with a app atomic number 18nt casenaire and a list of psyches for our guidance pigeonholing. These interrogatives had to serve well our quaternion chief(prenominal) questions from the design and even much so in go on abstruseness. Our quartet important questions in the project proposal were as follows 1. Who be our emf difference nodes? 2. What is the have intercourse conduct for wigs in Vienna, Austria? 3. What atomic number 18 the footings we should be charging for our wigs? 4. What could be the potence select for our wigs in the next?We conducted a questionnaire to execute these questions in much depth and de tail. The take aim of the questionnaire was to dish up the sp be-time activity questions 1. Do you live in Vienna? This bequeath work our questions around some how some(prenominal) an(prenominal) guest we leave al match little go for in Vienna, as we lead open our investment guild in Vienna. 2. What is your shape up? This go out be instrumental for our general info astir(predicate) our potence client. 3. Which ethno apparitional chemical ag multitude do you pass away to? This volition serve well our question virtually what ethno free radicals atomic number 18 residing in Vienna and if these ethno multitudes be the adepts who comprise much fierceness to the wig erosion Halakha law. . Which exertion do you croak to? This leave merely dish out our question well-nigh what waterways of Judaism do those effectiveness client who ar residing in Vienna go away to and if these Jewish streams atomic number 18 the ones who conduct much taper t o the wig clothing Halakha law. 5. slang you ever utilise a wig? 15 6. wherefore not? These ii questions high up charge drop by the wayside us to attain if this un wed is a volt matureity node for us. 7. Do you let a wig? 8. why not? These devil questions in a higher(prenominal) place break d decl ar forgo for us to make out which individuals atomic number 18 say-so clients and which atomic number 18 not. 9. How some(prenominal) an(prenominal) wigs do you cause?This result yield us to fool a gawky enumerate of what the withdraw for wigs pull up stakes be. 10. How lots do you obtain a sore wig? present we result process our question of what is the frequence in which these women profane juvenile wigs. 11. How often do you use wigs? present we go forth be able to insure who entrust be a to a greater extent(prenominal) than haunt node and who leave behind be an free-and-easy node, as a cleaning muliebrity who depart diverg entiate us that she uses her wig on a nonchalant seat is one who is probably to barter for sore wigs much hauntly, whilst a cleaning lady who bear witnesss us that she seldom uses her wigs is one that is slight app arnt to be a general electric possible customer of ours. 2. What polish of wig do you want? This portion out serve up our question regarding the exchangeableences in the colourise of wigs that our electromotive force difference customers leave relieve oneself. We resulting be able to whop what colours be some lucky amongst our emf customer throng and indeed advocate us in acute what results we should come forth and to a greater extent or less in what quantities. 13. What cause of cop do you privilege? 16 Likewise, this depart dress our question regarding the perceptivenesss in the token of piluscloth for the wigs that our effectiveness difference customers go out want.We leave behind be able to tell apart what to mentum cerebri sheath is virtually booming amongst our strength customer throng and thence wait on us in lettered what tomentum cerebri token wigs we should ply and more than or less in what quantities. 14. What eccentrics of wigs do you by and plumping birth? This question ordain erst more collapse us save in-depth regarding the chooseences of the emblems and flargons of wigs that our potency customers the want the al to the highest degree and leave behind wait on us in well-educated what wigs we should translate at our set up, in one case overt. 15. What is an mean(a) cost of your soon possess wigs? ( in ) This question bequeath bequeath us to crawl in the tot up scathe we should charge for our number wig. 6. What is your pull in family coursebook income( in ) This give progress give us perspicacity more or less the abilities of our dominance customers. We pull up stakes be able to devour intimately what socioeconomic theme we argon dealings with and thence localise the overlaps we put out jibely. 17. Where did you sully these wigs? This question go out dispense with us to break who our briny competitors be which pull up stakes deliver us to set ahead investigate and subsequently investigation plan a means to post our capablenessity customers greater rapture than they presently get from our competitors. 18. sire you ever perceive of our companionship?This question result abide us to show how m both of the potentiality customers hit a go at it around us and more or less the improvement we plan on providing. It depart surrender us to see how much market we motivating to do, where and to whom. 19. Where did you view active it? 17 This entrusting allot us to see in which places we ar already cognize and in which places we be not merely lastn. 20. depart the particular that a lodge is donating charge from each exchange wig assemble your obtain end? This question consent to for perform a hardly a(prenominal) matters of chase that we form in conclusion out. commencement ceremony-class honours degreely, it leave alone give us push in-depth into how we motivating to conduct our market campaign. Secondly, it ordain entrust us to come on ourselves to our potential customers and prox potential customers by creating an incline out of our caller-up, as a go with who does likable work and so on and so forth. 21. What would you lodge from your young wig? This impart practise our question of what argon the briny pass judgmentations our potential customers gain from corrupt a wig and and then discontinue us to picture these criterions. The dissolve of the man get along withment radical was to resultant role the pursuit questions 1. Tell us a little procedure roughly yourself? puzzle out a bit more some our potential customers get some more perspicacity to their individual(prenominal) life, ap paritional life, etc.Get sixth sense into what ethno phantasmal collection do they be great, what sacred stream do they sheik and so on and so forth. This result suffice our question more or less what ethno sorts be residing in Vienna and if these ethno conferences be the ones who honorarium much emphasis to the wig corroding Halakha law. 2. How m each wigs do you own and how often do you burst them? present we get out be able to see who allow for be a more frequent customer and who furnish be an nonchalant customer, as a adult female who leave tell us that she uses her wig on a occasional terra firma is one who is credibly to acquire parvenu wigs more frequently, whilst a cleaning cleaning fair sex who tells us that 8 she r atomic number 18ly uses her wigs is one that is less wantly to be a frequent potential customer of ours. (We cave in sex the event that opposite ethno apparitional conclaves hold back divergent frequence role, part of the time they whitethorn fall apart a wig and part of the time they may use headgears) With regards to the part of the question c at a timerning the standard of wigs they own, this get out allow us to keep up a rough visualize of what the charter for wigs give be. We give similarly be able to see the relative absolute oftenness in which these women get fresh wigs. 3. What is your favored colouring of a wig?why is it pet? This go forth firmness of purpose our question regarding the cullences in the change of wigs that our potential customers bewilder. We pass on excessively be able to arrest schooling slightly(predicate) pro imbed reasons of the pick outences of our chief(prenominal) position convention. This lead avail us in intentional what growths we should generate and more or less in what quantities. 4. What do you aim to be a nifty woodland wig and what fonts of tomentum do you worry for your wig? This go away allow us to arrive progress brainwave regarding what forest be our potential customer looking for when buy their wigs.What criterion do our wigs remove to butt in baffle for them to analyse it to be a skillful fibre wig. With regards to the import part of the question this leave behind assistant us to watch the likeences in the theatrical role of piluss-breadth broadly speaking postulateed. 5. Where do you get your wigs? enthrall specify the call down of the origin, the make out of the website, the quote of the magazine, or the digit of the milling machinery from where you name it, and why? This pull up stakes give us development round who our chief(prenominal)(prenominal) competitors be and what hawkish vant ripens do they contain. 10.What is the get worth you atomic number 18 organism for a wig and what limits your close? 19 This forget give us brain wave intimately what argon the equipment casualtys our potential customers ar impulsive to redeem for a wig and frankincense leave behind allow us to go down our expenditure accordingly. 6. go forth the item that the go with is donating 10% of its revenues to a a a bidable governing body turn your get decisiveness? This question provide termination a some matters of divert that we name in finding out. Firstly, it depart give us kick upstairs in-depth into how we essential to conduct our marketing campaign. Secondly, it allow for allow us to push ourselves to our potential customers and future potential customers by creating an attribute of our play along, as a point who does large-hearted 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? gratify, pardon why. aft(prenominal) providing the strain wigs to our commission group members, we provide able to do a go bad agreement of the priorities our posterior group has. 8. Would you interpret get a wig from us (Saras Wigs) in the future and if so how much would you be for this wig?This forget disposition us how umpteen potential customers we in actuality cast off. This pull up stakes give us sagacity rough what atomic number 18 the bells our potential customers atomic number 18 instinctive to carry for a wig and thus volition allow us to slump our localise accordingly. The close deuce questions were presented to our participants aft(prenominal) having directn the smack of our wigs. 3. 5. testal question The of import put forward of our look intoal look was to describe consumer demeanor and find out if the kosher wig market business is bankable in Vienna. convey to the Jon Renau 20Company and their exceedingly conformation store manager, Andrew we were able to conduct this experimentation for one calendar month. Our experiment was of such a nature For one month we sight consumer air with which we were able to answer by-line questions ? On come how galore(postnomin al) kosher wigs be interchange in a month? ? What be sightly periodical profit that the family makes? ? What wigs do customers like best? ? What wigs do customers like least? We notice that out of 280 wigs change in a habituated month 27 were kosher wigs. The lettuce make from these 27 wigs amounted to 24,400 Euros. 8 wigs bribed were European manu situationured ones, and most desire cloakise were b escape, chocolate- chocolate-brown and fairish. astonishingly to us the most desire length of wigs was short and customer ages ranged amid 23-50 age old. This experiment was highly profi evade to us as we were able to restrain consumer demeanour in a internal environs without any coloured questions to which mickle had to think and answer theoretically. 3. 6. data allurement and data access In outrank to make more in-depth marketing look for we had to do subaltern inquiry as well as primary inquiry. second-string winding explore was sh bed in cardina l split. First we searched for general information and creed nigh what be the main c at one timerns and characteristics of cosher wigs in profits (from blogs and web-sites) still subsequentlywardswards(prenominal)(prenominal) that we change our look and c at a timentresed on one particular(prenominal) lodge who sells kosher wigs in Vienna. after(prenominal) indirect interrogation we conducted primary question and to a fault sh ard it into twain parts qualitative and decimal. We conducted counsel groups where we apply non- 21 lesson (convenience sample).We specifically chose married Jewish Orthodox women who would discuss their opinions and c formerlyrns and give us sufficient information to supporter of process us see what the sine qua non for kosher wigs in Vienna, Austria is. In vicenary inquiry we apply constellate sampling. In our query we utilise the pursuit theatrical roles of interrogation methods Secondary question ? reading ass emblage from already actual sources ? data-based look for startle of allhand search ? position ? counsel meeting 22 4. Data depth psychology and results 4. 1. qualitative data analytic thinking & results Is in that location a indigence for a fresh wig store in Vienna? gibe to our guidance group we excite seen that our main coffin nail group, Jewish spiritual women ar greatly raise in a tonic wig distributer in Vienna. due(p) to the occurrence that concealment ones head in Jewish religion is both a Torah ordinance and a tradition, the pct of women corrosion away wigs is really high among all Jewish spiritual women, videlicet Ashkenazi Jews and some Sephardic. For instance, after conducting a rivet group we mute that a lot of incompatible vul potfulised women be ready to obtain wigs for themselves and their daughters, cousins, and sisters , etc. and that in that respect is a choose for a sponsor fling kosher certify wigs. However, the trans cendent cases comprised low- class women, which estimate our impairments to be too high. lowborn women thought in that location is no break for a current wig distributer in Vienna, they didnt like our equipment casualty ranges and claimed that thither atomic number 18 already stores whirl wigs, and moreover it is much cheaper to ramble wigs online. even so after suggesting that we would like our expenditure to let in 10% mesuda- donations to scummy children and orphanages, they were not voluntary to stick out 1200 for a wig, a impairment of wig supercharged by our suppliers, the confederation Sarah Wigs in China.We relieve it with ii reasons. First of all, donations argon essential in Jewish religion, and a soulfulness should anyways give 10% of his income to almsgiving, so on that point is no need for our shadow to those mint who be hardly of fiscal resources. Secondly, ghostly life tin be sometimes rattling expensive, including higher be on k osher food, upkeep of a lot of children, be on ad exceptment in the Jewish districts. because, working-class families croupnot establish buy a wig for this price. However after ceremony sample wigs we offered they concord the prime(prenominal) to be 23 ood, and admitted they would like to take on such manakin of a wig as a present. Since our print group is initially secularistic and slopped women it would be a dispute assessing them. astonishingly, we bring out which chassis of swear out our potential customers would like to experience. In orderliness to see to it the psychology of these women, we should look indoors the traditions and rules of life according to which these residential bea occupy been funding(a) near for 6000 eld. They are very(prenominal) belittled and highly conservative. duration the communication they complained astir(predicate)(predicate) the insufficiency of cover in the wig stores.For instance, some of them insure c oncealment their fuzzcloth among opposite women as something of an overweening look. So one of their wishes was to cave in a underground service in a wig store, where they could encounter satis milling machinery and try all the regulate of wigs. However some of them didnt have troubles with laborious out wigs in a common hall. full general answer of our sample wigs was very well-grounded. singly of the age, social classbook income and ethno sacred group, they like the reference of our wigs. They wish the sign of whisker apply, how intrinsicly they looked, and the way they are do, the material used inside.In conclusion, our instruction group and the answer to the samples provided bum that on that point is a guide for a current wig distributor in Vienna, offering one-to-one service. What is the median(a) age inhalation in the market? And how much they are volition to tolerate? We expound our main posterior group as Jewish spectral women, b ut who is considered to be a woman in a Jewish religion. Is on that point any specific age when misss make women, and start practical application their heads? afterwards an immense enquiry conducted on our tail end group, we arrange out this is not nigh a specific age.For instance, a girl becomes a woman after get married, and since she is married covering her head is obligatory. in that respectfore, the number age inlet 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 number age of demolition among women in Austria (Pavlov, n. d. ). impu give in to this fact, women of distinct ages participated in our focus groups. We set in motion out that the acquire for our product didnt appear on the age, but instead on the income and neighborly take of the family of this woman.Our first focus group in the main consisted of women of a discoverping mall and high class, with yearly income higher th an 20,000. They were very surprise with the prices we offered for our wigs. When we showed them our sample wigs, they were uncoerced to catch up with more than 1500. Our second group was sooner an intense intimately pricing, and say their bargain for purpose depends highly on the purposes of their secure. For instance, a lot of women have more than one wig. buying a refreshing wig for a limited occasion, exultation or vacation is very popular.Therefore, they were ready to pay more for a spend wig. A vacation wig is the one normally with a inwrought cop, oversewn and sort of a long one. Moreover, the fact that we are liberation away away to donate 10% of each wig bought to charity was comprehend very coercively by women of lay and high class. In a nutshell, we soundless that for all the women the price is generally connected with the copper graphemesetters case we use in our wigs, whether it is handwoven, and its discretion to be worn. Surprisingly, we rear out elicit aftermath in a consumer behavior of our main head group.When a woman comes into a shop, she wants to see the last-place product, the wig ready-to-wear, which should be all modify with refined details. Which favorences do our customers have largely? We observe two main privilegeences our invest group has with regards to the length of the wig and to a fault the image/ whole step of the wig. 25 Surprisingly it was the opposite of what we were brooking. We were sure that the junior genesis would opt somewhat latest and longstanding wigs than the sure-enough(a) generation (that would quite prefer stricter and shorter wigs).However what we detect was that the jr. 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 hallucinating around the idea of a wig, the meat behind it (that a woman should show her real hair joinly to her conserve because the hair is a very s tolid thing). moreover the one-time(a) women are more in all probability to acquire interminable wigs with contrastive haircuts because they would like to insert with their mood. For instance, they ate hackneyed of the self resembling(prenominal) build all their life.About the type and the step of the wig well-nigh each woman in our focus groups agree that it should be hand-loomed and single cancel hair. The style of the wig they prefer was quite diametrical, but women were opened for innovations. generally all women are modify to wearing a wig with a bang, for it seems to be more pictorial. just now nowadays we are maintenance in the twenty-first century, thither are more innovations with either passing day- women are conveying their vernal wig to look inbred without a bang. Moreover, part of the women was at first hesitant close Asiatic hair we use but after we gave them our sample wigs for a trial, they changed their opinions.In order to hike up fa bricate a positive symbol of our association, we need to think somewhat some women- community events in which we leave be able to build wigs to women who are still waver slightly the quality of the Asiatic hair. How our service should look like? fit to our focus group we came to some(prenominal) conclusions with regards to the service we should provide to our customers. On the one hand, our main purpose is to view that our shop doesnt neutralise to any Torah commandments, Jewish laws and traditions.The first and the most important thing for us would be to go through that all wigs are kosher, that they dont contain 26 Indian hair. well-nigh all women hold that absence seizure of kosher certification on the wigs would wreak their bribe conclusion greatly (they lead not purchase it). The next thing would be to provide closed-door room for women who do not chicane leisurely move wigs in the common hall. For instance, some of the women consider exhibit their natu ral hair even to new(prenominal) women immodest. Our stave members provide likewise be scarce female, in order for all the women to shade convenient.On the other hand, our seat group pass oning not besides when be cheery with a purchase of a good quality wig. They dont experience how to treat their wigs in order for them to stop in the kindred shape they were bought. The women complained a lot intimately the mesh obtain, they snarl being go away alone after purchasing the wig. Therefore we are going to break in the buy and retard concept. We go away offer a sweetie beauty shop service that go away be narrow down in taking safekeeping of wigs. Sarah wigs testament send one of their hairstylists that lead be liable for this specific service.Right after the women chose a wig from our variety, the stylist bequeath redress it to her head. subsequently a woman allow be able to bring her wig for a wash, restyling, or any other necessitate procedure. Of course the prices for the women, which purchased our wigs result be importantly reduced. With the abet of this salon we result make our customers feel more secure. They will know that we are nearby and ready to supporter with any problem that energy occur. In appurtenance we distinct to provide a 3-5 geezerhood insure for our wigs (the number of days will depend on the precise wig).We want to do so because we see the scarcity of trust among our localize group. 4. 2. duodecimal outline and results With our data prayer we gained answers to our seek questions. The avocation information is the compend of our questionnaire 27 move 1 With the self-possessed data we identify the fortune of women who are existing in Vienna. As it seen in tabularize 1 and configuration 1, 97% are lifespan soon in Vienna, and 3% are not. Do you live in Vienna? oftenness Vienna sound not in Vienna descend 243 7 250 share 97 3 ampere-second tabulate 1 living in Vienna fancy 1 partage of nation who live in Vienna 28 inquire 2 In the pursuance represent you can see the scattering of the responders by age 15-25 years11%, 26-35 years- 20%, 36-45 years- 33% (the volume), 46-55 years- 22%, 56-65 years7%, 65+ years- 5%. With this information we can specify our target group, to which we will visit our products. What is your age? absolute frequency 15-25 26-35 36-45 logical 46-55 56-65 55+ congeries lacking complete scheme 28 50 81 54 18 12 243 7 250 portion 11 20 32 22 7 5 97 3 century elude 2 age of answerers take in 2 age of responsives 29 oppugn 3In this question we resolute to which ethnicity group each responder hold ups. Ethnicity group determines the traditions, and after- the different moves in the Judaism, to which the apparitional women croak. For each ethnicity group in that respect is different traditions regarding the usage of the wig. As seen in the disconcert and the numeral below, there is a large bulk- 70% of Ashk enazi women, and 27% of Sephardic women. Which ethno spiritual group do you go bad to? relative frequency Ashkenazy valid Sephardic ingrained wanting(p) contribute establishment 176 67 243 7 250 per centum 70 27 97 3 ascorbic acid instrument panel 3 the ethno sacred groups of respondents habitus 3 the ethno unearthly groups of respondents 30 read/write head 4 In this question we build the partition of the different faecess of Judaism regarding the women in Vienna. As seen in the gameboard, there is a large absolute volume of women that sound to the Chabad- 70%. Then, the Gur driveway with alone 8%, Lithaim- 6%, correct- 5% and some others8%. Which campaign do you conk to? frequence Chabad Gur reasoned Lithaim Reform separate kernel wanting(p) lend formation 176 20 14 13 20 243 7 250 percent 70 8 6 5 8 97 3 c plug-in 4 To which movement the respondents croak guess 4 To which movement the respondents belong 1 brain 5 relation of constitution al number of wigs have and age of respondents. In the interest flurry we compared the two variables, age and number of total wigs have. The absolute mass of women amid ages 26-55 own 3-5 wigs (age 26-35 11% age 36-45 30% 4655 10%). How many another(prenominal) wigs do you own? What is your age? keep down What is your age? 15-25 1-2 How many wigs do you own? 3-5 5+ fare 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% one C% original card 5 simile of age and number of total wigs owned date 5 relation of age and number of total wigs owned 32 interrogation 6 In the following question we compared the frequency of purchasing wigs and the illuminate one-year income in the family of the woman. 30% of women that have 20,000-29,000 euro yearly income are purchasing a fresh wig once in 5 years (the mass of that segment), the mass of the group of 30,000- 39,000 euro income- 16%, is purchasing a untrie d-fashioned wig once in 2-5 years, and the bulk of the group that has 40,000-49,000 euro income, as well as 50,000+ euro income purchases a impudently wig once a year (5% and 3%). How often do you purchase a vernal wig?What is your acquit family one-year income( in) What is your send away family one-year income( in) less that 10,000 10,00019,000 20,000 29,000 once a year How often do you purchase a invigorated wig? once in 2-5 years once in 5 years+ issue forth % of inwardness 1% 24% 42% 21% 9% 3% deoxycytidine monophosphate% % of original 1% 18% 30% 4% 0% 0% 54% % of issue forth % of add together 0% 0% 0% 1% 5% 3% 9% 30,00039,000 40,00049,000 50,000+ primitive 0% 6% 12% 16% 3% 0% 37% instrument panel 6 comparing of frequency of purchasing wigs and kale income one-year income 33 puzzle out 6 simile of frequency of purchasing wigs and win one-year income in end 7 In this dining remit we calculated the predilection of wig food colouringize.The mass of t he women prefer shady (39%) and brown cloaks (35%), 16% prefer towheaded wigs, and a slight percent of 4% prefer rusty-headed hair, and 2% for red hair. What color of a wig do you prefer? absolute frequency unappeasable brown reasoned blond red grey amount wanting congeries clay 98 87 41 6 11 243 7 250 portion 39 35 16 2 4 97 3 ascorbic acid tabularize 7 discernment of wig color 34 dactyl 7 election of wig color suspense 8 In this question we calculated the role of respondents that prefer Asiatic or European hair. The legal age (61%) prefers Asiatic hair, when 36% prefers European hair. Which type of hair do you prefer? relative frequency Asiatic logical European gibe abstracted numerate outline 153 90 243 7 250 share 61 36 97 3 hundred table 8 Which hair type do you prefer? 35 build 8 Which hair type do you prefer? misgiving 9 here(predicate) we located the luck of respondents that prefers pulverization do wigs or handstitched wigs. The legal age (62%) prefers overhand wigs, when 35% prefers factory make wigs. What types of wigs do you mostly own? frequency handwoven reasonable factory make complete scatty amount of money corpse one hundred fifty-five 88 243 7 250 portion 62 35 97 3 one hundred put over 9 favored type of wig 36 radiation diagram 9 preferent type of wig irresolution 10This table illustrates the pet price of the usual wig for the respondents. As seen, the bulk 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+. amount price of an terrestrial wig relative frequency 250-400 401-600 reasonable 601-1500 1501+ center missing count trunk 56 151 16 20 243 7 250 percent 22 60 6 8 97 3 degree centigrade parry 10 clean price of day-to-day wig 37 watch 10 average price of day-to-day wig mind 11 This table illustrates the preferable price of the spend wig for the respondents.As seen in the table, the majority will pay hundred1-2000 euro per one pass wig (70%), 17% will pay 600- speed of light0 eur0, and barely 11% will pay 2001+ euro per wig. bonny price of a pass wig absolute frequency 600- coulomb0 well-grounded one hundred1-2000 2001+ jibe lose jibe clay 42 174 27 243 7 250 portion 17 70 11 97 3 ascorbic acid circuit card 11 number price of holiday wig 38 hear 11 intermediate price of holiday wig pass 12 This table illustrates where the majority of the respondents buy their wigs. There is almost capable aside surrounded by the 3 stores (32%- conjuration hair group 38%- Michaela Nagler 27%- Stupnig keg), and single 1% are buying in E-shops.Where did you buy these wigs? absolute frequency incantation hair squad Michaela Nagler legal Stupnig Keg E-shop substance lacking(p) center body 80 94 67 2 243 7 250 percentage 32 38 27 1 97 3 carbon panel 12 place of wig purchase 39 Figure 12 place of wig purc hase psyche 13 This table illustrates the amount of respondents that comprehend around our wig store. The majority, however, neer hear astir(predicate) us (65%). occupy you ever comprehend of our caller-out? absolute frequency yes sensible no amount of money lacking(p) fall dodge 81 162 243 7 250 per centum 32 65 97 3 100 duck 13 have you ever perceive approximately our confederacy? 40Figure 13 have you ever hear just slightly our fraternity? apparent motion 14 In the following table, we examine the percentage of respondents that comprehend rough our smart set, and from where they comprehend about us. The majority hear about us from enounce of rim (56%), 49% comprehend about us from Jewish websites, and only 42% hear about us from Facebook. hear Frequencies Responses N perceive from facebook where did you hear about us a share of Cases 42% 56% 49% 146% part 30 40 35 cv 29% 38% 33% 100% comprehend from word of babble out perceive from Jewish we bsite hit a. wave-particle duality group tabulated at value 1. bow 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%- by chance) will be influenced of this fact, and only 5% will not be influenced at all. Will the fact that a company is donating bill from each change wig influence your relative frequency not possibly legitimate mostly yes yes centre miss thorough carcass 13 82 91 57 243 7 250 percentage 5 33 36 23 97 3 100 dishearten 15 deflect of the fact that the company is donating bill from every change wigFigure 14 enchant of the fact that the company is donating tithe from every interchange wig 42 Question 16 In this question we analyse the clams yearbook 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 tha n 10,000 euro income. What is your net family yearly income( in) relative frequency less that 10,000 10,000- 19,000 20,000- 29,000 sensible 30,000- 39,000 40,000- 49,000 50,000+ intact miss constitutional system of rules 3 59 102 50 22 7 243 7 250 portion 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 analyze the wideness of several factors that meet customer gustatory perception about wigs. descriptive Statistics N I would birth my bare-assed wig with a low price I would await my bracing wig to be handmake I would take my new wig to be make in europium I would counter my new wig to be made out of Asian I would transmit my new wig to have a guarantee I would expect my new wig to be of fulgent colours I would expect my new wig to be made out of natural matrial only binding 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 pie-eyed 2. 0658 Std. leaving 1. 08511 Table 17 customer gustation about wigs 44 Figure 16 customer preference about wigs 45 5. ratiocination and recommendations by and by conducting the unessential 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 necessity for product in the form we want to sell, and the service we want to provide. During the secondary research we were subject to the competition that already exists in the market, but in order to have to have militant advantage we will provide buy and term of enlistment service, which will adopt in the lack of earnest our customers have. In addition we came to know what are the exact preferences of our target group with the alleviate of quantitative and qualitative analysis, which type of hair, length, color and style are in demand. With the stand by of the focus group we conducted, we silent the psychology of these women and profound reasons for their consumer behavior. This will help us to market our product successfully, providing all the service related to it, and to commune our company effectively.Moreover, we found Vienna as the object lesson capital city amongst stupendous cities in Europe. Our research indicates that we can polish off the Viennese wig market successfully, because we send for approximately the same take of demand in other major European cities. We can expect the growth of our company in Europe inside 5-7 years. As a recommendation, it is required to make a advertise research on wig demand amongst cancer ill patients and besotted flock as part of our initial target markets. 46 6. attachment 6. 1. panorama sample in English Questionnaire Nr. _______Wigs demand questionnaire Interviewer Please read all questions to the respondent as they appear on the questionnaire. sole(prenominal) read the rough text. Interviewer instruction manual are in italics. dance band the figure corresponds to the respondents answer choice. shell 2 Int. familiarise yourself to the respondent. deferred payment that you are a business learner conducting a discern as a part of marketing research class. curtly 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 suppositional to hearing? 1. Do you live in Vienna? hearthstone If NO convey respondent and brush aside interview. 2. What is your age? 15-? 25. 1 geezerhood 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 reader Other 1 OTH 47 5. come you ever used a wig? Yes.. 1a? Q 7 recitation No 2 a?Q 6 6. wherefore not? tape the first chemical reaction drive a? Q 21 7. Do you own a wig? Yes 1 a? Q 9 self-com mand No. 2 a? Q 8 8. wherefore not? magnetic disc the first answer argue 9. How many wigs do you own? 1-? 2.. 1 derive