Problems facing the Triumph underwear company

Problems facing the cheer underwear company delight is an international manufacturer of underwear. It was launched in Germany since 1886 and now it has expanded its business in 120 countries around the world include Malaysia. jubilate has introduced seven series of underwear which ar maximize, modern shapes, t-shirt brassiere, Eco chic, premium collection, miss exuberate and Triaction. Today, women obtain bra not only beca put on they need it, but is to explore their sensuality. It is all about color, fashion and im mount up. The cornerstone of an outfit and makes a big difference in how a women looks. In crop to increase the gross sales of endure and compete against competitor, a better understanding of consumers needs and wants and their mirth level about Triumph bra.Problem definition is defining and developing a decision statement and the steps that involved in translating it into more than precise interrogation terminology which include a set of research objectives .Triumph missionary station is to father the market leader in the industry which stated as We Are In To Win. In order to achieve high profitability, Triumph engaged in better understanding of consumers needs and wishes. in like manner Triumph, there was many more variety type of brands which serve the same customers such as La Senza, XiXili, Wacoal, etc. So, the problem concerned by Triumph is What the management can do in order to increase the market share? They constantly carry out some research and introduce raw(a) design of bra which aims to exceed consumer expectations with variety design, more desirable, higher quality, and best fit products.Price swear of Triumph bra can be the crucial factor that will influence consumer buying behavior. In this research project, we stated out the problem which should be concerned by Triumph should the impairment of the bra be changed? As we enjoy, some of the users are more concerned on the quality level of Triumph instead of price. T hus, we conduct this project to find out the master(prenominal) concern of Triumphs user.The features of Triumph bra provided will directly link to customer satisfaction level. It can transform a customer either to become a loyalty customer or dis genial customers. Therefore, it is important to let Triumph understanding What is the satisfaction of consumers about the Triumph bra?Objective and HypothesisThe questionnaire we designed was mainly concern about the appellative of satisfaction level of consumers toward Triumph bra and understanding the significant of price, quality, and other features of Triumph. The research objective is the main goal to be achieved by conducting research projects, the main objectivesIn order to understand the miscellaneous needs of consumers.To determine the satisfaction of consumers about Triumph bra.To determine the reason of consumers purchase the Triumph bra.To study the advantage of 4Ps needed to make to increase market share.To determine the p otential procession for Triumph bra.The questionnaire consists of ten questions which fit in with the objectives and hypotheses set to obtain the results expected. Hypothesis is the formal assumption statements which explain desirable outcome. The hypotheses of this research project areThe awareness of Triumph is high among the respondents.The comfortable of Triumph bra is the main concern for respondents.The customers are satisfied with the quality of Triumph bras.The customers are satisfied with the features and design of Triumph bras.The customers are not satisfied with the price of Triumph bras. look DesignIn our research project, we choose to use exploratory and descriptive research methods to obtain the information needed to structure and respond to the problem definition. It will be conducted among students, office ladies and housewives where their age range start from below 20 years old, 21 to 30 years old and 31 to 40 years old.1. Exploratory ResearchWe decided to use exp loratory research as our first base stages to conduct our research project. The reason to conduct this research is because we do not have the prior experience about the problem situation of Triumph. It can help us to explore the nature of problem of Triumph and gain insight of solving the problem. Through the exploratory research, we can formulate and define the problem more precisely. Thus, it also helps us to gain the information about the purchase and inlet behavior of Triumph users.2. descriptive ResearchWe use descriptive research to gain insight of the target market characteristic. First, we would want to know the respondent background such as their age and occupation. Second, we want to identify the consumers buying behavior and their consumption pattern toward Triumph bra. Third, we would want to figure out the awareness of Triumph bra. Thus, we had distributed the survey questionnaire to 100 respondents from various urban areas which include Wangsa Maju, Genting Klang an d Sri Rampai.Survey QuestionnaireOur questionnaire consists of 10 questions. For question 1 and 2, we will use ratio exceed to classify the respondents frequency and money spends on purchasing a bra. From question 3 to 6, we will use the interval scale to identify the possible competitors brands, awareness of Triumph bra, the sources of respondents get to know about Triumph and the location of selling Triumph. Whereas, from question 7 to 9, we will use ordinal scale to indicate the carnal knowledge extent of satisfaction, preferences and the concern factors of Triumph users. Lastly, question 10, we use nominal scale to determine the possibility of improvement needed to carry out by Triumph. (Refer to appendix)SamplingA sampling lay is a typical of the element of the target population. Our research project was only targeted at women where it included students, office ladies and housewives.Sampling frameScreening questionnaire will be given to 100 samples of bra users. The survey will be conducted in the area of Wangsa Maju, Genting Klang and Sri Rampai. Before this, a pilot study will be conducted to pretest the questionnaire on 20 respondents. liveThe estimated cost will incurred on this research project are as followPrintingRM40 motifRM10TransportationRM10TimingThis research project will be adhered as the following schedule calmness of research proposalWeek 3 (11 to 16 October)Approval of proposalWeek 4 (18 to 22 October)Preliminary design of questionnaireWeek 5 (25 to 29 October)Pre-test of QuestionnaireWeek 6 (1 to 5 November)Field survey, tabulation, psychoanalysis of data and report preparationWeek 7 to 9 (8 to 26 November)Submission of Marketing Research ReportWeek 10 (29 to 3 December)Marketing Research PresentationWeek 11 and 12 (6 to 17 December)Data Analysis1) Frequency of purchaseThe data analysis did not support that frequency of purchasing bra per year is low. Based on the survey, 44% of respondents purchase bras less than six months, 40% pur chase less than one year, 9% purchase one year and above and only 7% purchase less than three months. Therefore, most of the respondents purchase bra less than six months. Significant at p