Marketing research: price sensitivity. Online survey, focus groups

1. Price sensitivity research
Features of consumer behavior
when choosing children's clothing
Please note that the data in the reports has been modified and serve only to
demonstrate the report on the results of the research.

2. General information
P U R P O S E O F
R E S E A R C H
Studying the characteristics of consumer behavior
when choosing children's clothing
TA S K S
▪ Determining the preferences of the target audience
▪ Criterias of choice
▪ Preferred Shopping Locations
▪ Price expectations and sensitivity
G E O G R A P H Y
_______
R E S E A R C H
O B J E C T S
Women with 1-3 children
aged 2-8 y.o.
R E S E A R C H
M E T H O D
Online survey
Focus groups
S A M P L E S I Z E
406 respondents
R E S E A R C H P E R I O D
2
July 2023

3. Socio-demographic characteristics
49,5% 51,4%
37,5%
50,5% 48,6%
62,5%
Первый ребенок Второй ребенок Третий ребенок
Мальчик Девочка
First child Second child Third child
Boy Girl
Age of
children: First child Second child Third child
2 years old 4,2% 8,4%
3 years old 22,7% 23,4% 50,0%
4 years old 30,5% 22,4%
5 years old 19,2% 21,5% 12,5%
6 years old 10,6% 8,4% 25,0%
7 years old 7,4% 11,2% 12,5%
8 years old 5,4% 4,7%
1,5%
6,2%
9,9%
18,7%
31,5%
32,3%
We have enough money for food and
clothes, but we buy appliances on credit
We took loans only for major purchases
(car)
We are not experiencing financial difficulties
On credit, we only took an apartment or a
chalet
We have enough money for food, but not
for clothes
Not even enough money for food
1 child; 73,6%
2 children; 24,4% 3 children; 2,0%
3
N=406 / How many chilren are in your family?

4. Criteria for choosing children's clothing
Rank (1 - most important, 10 - least important)
1 2 3 4 5 6 7 8 9 10
Quality 27,4% 13,6% 7,4% 3,5% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0%
Compound 22,0% 16,2% 12,5% 17,5% 19,0% 25,0% 11,1% 0,0% 0,0% 0,0%
Priсу 17,3% 24,7% 22,8% 21,1% 0,0% 25,0% 11,1% 0,0% 0,0% 0,0%
Convenience 11,4% 11,4% 5,9% 5,3% 14,3% 16,7% 22,2% 16,7% 0,0% 0,0%
Colors, appearance​ 5,2% 12,7% 16,2% 12,3% 14,3% 0,0% 11,1% 0,0% 0,0% 0,0%
Prominence of the manufacturer 4,4% 3,9% 8,1% 12,3% 9,5% 0,0% 11,1% 16,7% 0,0% 0,0%
% discount during sales season 4,4% 4,2% 9,6% 8,8% 19,0% 33,3% 11,1% 0,0% 33,3% 0,0%
Fashion 2,7% 3,2% 4,4% 7,0% 14,3% 0,0% 11,1% 33,3% 0,0% 0,0%
Country of fabrication 1,5% 4,9% 5,9% 3,5% 9,5% 0,0% 0,0% 33,3% 33,3% 0,0%
Child's preferences 1,2% 1,9% 5,9% 5,3% 0,0% 0,0% 11,1% 0,0% 33,3% 0,0%
Beauty 0,5% 1,0% 0,7% 1,8% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0%
Practicality 0,5% 0,6% 0,7% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0%
Size 0,5% 1,0% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0%
Price-quality ratio 0,5% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0%
Naturalness of the material 0,2% 0,3% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0%
Style 0,2% 0,3% 0,0% 1,8% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0%
➢ The most important criteria are quality, composition, price and convenience, as well as the color range and the popularity
of the manufacturer
➢ The least important criteria for choosing children's clothing are the preferences of the child, the country of production, as
well as the style and naturalness of the material
4
N=406

5. Criteria for determining the quality of children's clothing
➢ 71.4% of respondents determine the quality of children's clothing by the composition of the top fabric, as well as by the
lining fabric and the composition of the insulation
➢ 70.7% of respondents pay attention to the quality of seams
➢ Also, the quality of the product is indicated by the brand of its manufacturer, the absence of the smell of clothes, high-
quality fittings and a uniform color
Upper fabric, lining and insulation 71,4%
Quality seams 70,7%
Proven brand 52,7%
No clothing odor 43,1%
Quality fittings (clasps) 38,2%
Uniform color 33,0%
Label in local language 30,8%
Light product 30,3%
Tight elastic bands 29,6%
Retains shape when compressed 27,8%
Technical features of the model 25,6%
Appearance, design 3,0%
Recommendations 0,7%
Manufacturer country 0,5%
Shape after washing 0,2%
5
N=406

6. Preferred colors for children's clothing
➢ For girls, respondents prefer pink,
blue, white, green, yellow and red
clothes
➢ For boys, the most preferred color is
blue, as well as green, red, gray and
bright prints
0,6%
0,6%
0,6%
1,3%
1,9%
1,9%
1,9%
1,9%
5,2%
5,2%
5,2%
5,8%
5,8%
7,7%
9,0%
9,0%
9,7%
9,7%
16,8%
0,0%
2,1%
1,4%
0,7%
1,4%
0,0%
0,0%
0,0%
3,6%
17,9%
0,0%
10,7%
8,6%
13,6%
7,9%
17,1%
5,0%
7,9%
2,1%
Голубой
Оранжевый
Салатовый
Постельные тона
Коричневый
Бежевый
Малиновый
Сиреневый
Черный
Синий
Фиолетовый
Серый
Яркие принты
Красный
Желтый
Зеленый
Белый
Голубой
Розовый
Мальчики Девочки
Rose
Blue
White
Green
Yellow
Red
Bright
prints
Grey
Violet
Light blue
Black
Purple
Сrimson
Beige
Brown
Pastel
shades
Light green
Orange
Other
Boys Girls
6
N=406

7. Requirements for the composition of the material of the
top of winter clothing
➢ The largest number of respondents prefer membrane fabric, polyester, any water-repellent fabric
Rank (1 - most important, 5 - least important)*
1 2 3
Membrane fabric 53,4% 18,8% 0,0%
Polyester 23,0% 62,5% 0,0%
Water repellent fabric 12,8% 12,5% 0,0%
Nylon 2,7% 6,3% 0,0%
Cotton 2,0% 0,0% 0,0%
Duspa 0,7% 0,0% 50,0%
Viscose 0,7% 0,0% 0,0%
Breathable flex 0,7% 0,0% 0,0%
Kardura 0,7% 0,0% 0,0%
Obolon 0,7% 0,0% 0,0%
Polyamide 0,7% 0,0% 0,0%
Polyspandex 0,7% 0,0% 0,0%
Teflon coating 0,7% 0,0% 50,0%
Wool 0,7% 0,0% 0,0%
* Ranks 4 and 5 were not assigned to any criteria
7
N=406

8. Composition of winter clothing insulation
➢ The largest number of respondents prefer insulation made of down, synthetic winterizer or other artificial
material
➢ Also, some prefer isosoft and holofiber
* Rank 4 was not assigned to any criteria
Rank (1 - most important, 4 - least important)*
1 2 3
Fluff 34,6% 11,4% 20,0%
Sintepon 25,0% 57,1% 0,0%
Artificial insulation 17,9% 14,3% 40,0%
Isosoft 9,6% 5,7% 20,0%
Holofiber 9,6% 5,7% 20,0%
Thinsulate 1,3% 0,0% 0,0%
Membrane insulation 0,6% 0,0% 0,0%
Synthetic insulation 0,6% 0,0% 0,0%
Fleece 0,6% 0,0% 0,0%
Batting 0,0% 2,9% 0,0%
Wool 0,0% 2,9% 0,0%
8
N=406

9. Lining material requirements
➢ Most preferred lining materials
for winter wear: fleece, cotton,
polyester, synthetics and wool
* Ranks 4 and 5 were not assigned to any criteria
Rank (1 - most important, 5 - least
important)*
1 2 3
Fleece 38,6% 40,4% 11,1%
Cotton 37,1% 21,3% 22,2%
Polyester 13,5% 14,6% 33,3%
Synthetics 2,0% 1,1% 11,1%
Sintepon 1,2% 0,0% 0,0%
Holofiber 1,2% 0,0% 0,0%
Wool lining 0,9% 10,1% 11,1%
Membrane 0,9% 0,0% 0,0%
Natural materials 0,9% 1,1% 0,0%
Cotton fabrics 0,9% 0,0% 0,0%
Nylon 0,6% 1,1% 0,0%
Fluff 0,6% 0,0% 0,0%
Silk 0,6% 1,1% 0,0%
Atlas 0,6% 7,9% 11,1%
Isosoft 0,3% 0,0% 0,0%
Feather 0,3% 0,0% 0,0%
Other 0,0% 1,1% 0,0%
➢ Least preferred materials: fur,
feather, isosoft
9
N=406

10. Preferred types of winter clothing
Most preferred types of winter
clothing :
➢ Jacket and dungaree set
➢ One-piece jumpsuit
➢ Winter jacket
➢ Set jacket + pants
➢ Winter pants
10
N=406

11. Preferred types of demi-season clothing
The most preferred types of demi-
season clothing :
➢ Demi-season jacket
➢ Demi-season kit
➢ Trousers
➢ Windbreaker
➢ Semi-overalls
➢ Coat
11
N=406

12. Costs for children's outerwear
➢ The average cost of children's outerwear per year among all respondents is _____
➢ 30.0% of respondents spend on outerwear from ___ to ___ a year
12
N=406

13. Price sensitivity of buyers
In the event of a 40-50% increase in prices
for familiar clothing brands
➢ 51.7% of respondents will switch to
more democratic brands,
➢ another 31.5% will continue to buy
their brands,
➢ 11.6% will buy clothes for growth,
➢ and 10.8% will buy on sales more often
13
N=406

14. Price sensitivity of buyers
➢ Respondents rated the most highly the cost of a winter set (jacket and semi-overalls) and winter overalls - an
average of _____
➢ The lowest cost was assigned to a raincoat and a windbreaker - an average of ____.
Type of clothes Average price
Winter set (jacket and semi-overalls)
Winter coveralls
Winter Jacket
Winter bib pants
Demi coat
Demi-season jacket
Demi-season semi-overalls
Sports suit
Windbreaker
Cloak
14
N=406

15. Clothing brands purchased in the last year
Clothing brands Shares
Reima 34,5%
Kerry 27,6%
Zara 8,4%
Next 7,6%
Lessi 4,7%
Future 3,9%
Mothercare 3,9%
Decathlon 3,0%
H&M 3,0%
Intersport 2,5%
Pepe Jeans 2,0%
Kiabi 2,0%
C&A 2,0%
Nike 1,7%
Krumba 1,5%
Disney 1,5%
Vertbaudet 1,2%
Playshoes 1,2%
Only 1,2%
Amazon Essentials 1,2%
Teddy Smith 1,2%
Kaporal 0,5%
Orolay 0,2%
Autre 43,3%
15
N=406

16. Places where children's clothing has been purchased in the past year
➢ 54.4% of respondents buy
children's clothing in children's
retail stores (where many brands
are represented),
➢ 36.2% buy clothes in online stores,
➢ 23.2% of respondents prefer
children's brand stores
➢ 21.2% buy clothes through joint
purchases or abroad
16
N=406

17. Summary
✓ The most important criteria for choosing clothes are quality, composition, price and convenience, as well as colors and brand
awareness.
✓ Clothing quality criteria are determined by: the composition of the top fabric, the lining fabric and the composition of the insulation,
the quality of the seams.
✓ For girls, respondents prefer pink, blue, white, green, yellow and red clothes. For boys, the most preferred color is blue, as well as
green, red, gray and bright prints.
✓ The preferred material for the top of winter clothing is membrane fabric, polyester, any water-repellent fabric.
✓ Preferred insulation: from fluff, synthetic winterizer or other artificial material, isosoft and holofiber.
✓ Preferred lining materials: fleece, cotton, polyester, synthetics and wool.
✓ The most preferred types of winter clothing: jacket and dungarees set, one-piece overalls, winter jacket, jacket + trousers set
✓ The most preferred types of demi-season clothing: jacket and set.
✓ The average cost of children's outerwear per year among all respondents is ____. 30.0% of respondents spend on outerwear from
___ to ___ a year.
✓ Respondents rated the most highly the cost of a winter set (jacket and semi-overalls) and winter overalls - an average of ___. The
lowest cost was assigned to a raincoat and a windbreaker - an average of ___.
✓ In the event of a 40%-50% increase in prices for familiar clothing brands, 51.7% of respondents will switch to more democratic
brands
✓ 54.4% of respondents buy children's clothing in children's retail stores (where many brands are represented).
✓ The most popular brands are Reima, Kerry, Zara, Next and Lessie.
17