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Evann Gorrindo -276670
Doriane Thomas - 276680
Alexia Zoé Trejo Alquicira - 276599
Group 02
Choose your perfect jacket
Marketing Analytics - 20/11/2023
ABOUT THE BUNDLES
ABOUT THE SURVEY & SOCIODEMOGRAPHIC RESULTS
We surveyed 22 people to rank the ten bundles
from 1 to 10.
1- The most prefered.
10- The least prefered.
OTHER QUESTIONS:
GENDER
AGE
COUNTRY
OCCUPATION & FIELD OF OCCUPATION
Field of Occupation
Results/ Cojoint analysis
-COLOR IS A CRUCIAL DECISION FOR
CHOOSING A JACKET.
-NOTABLE PREFERENCE FOR BLACK
JACKETS.
THE SECOND MOST IMPORTANT
ELEMENT IS THE BRAND IDENTITY
REFLECTED IN THE JACKET
*THE LOGO FIGURE IN THE JACKET IS
NOT WELL ACCEPTED.
A bit more preference for Brand Name.
What about the preferences in sociodemographical
groups?
No matter genre or place .
“Black still leads”.
Being almost the same value from
expected vs observed.
The brand identity & profession
Some variations begin.
Brand name in Business/Law and Public Sector is
less accepted than expected.
(1.63 vs 0).
None is more accepted than expected in the same
area. (2.45 vs 4).
*OBTAINED FROM THE FIRST CHOICE OF EVERY PARTICIPANT.
Also the color could matter
in professional areas.
“Others” sector has more
variation in colored choices .
Being a little bit higher than
expected. (0.90 vs 2).
Business/Law/Public sector has
also higher variations in white
(1.09 vs 2) and lower in colored
jackets (1.09 vs 0).
THE PERFECT JACKET IS....
BLACK JACKET
WITH BRAND NAME
OR ANYTHING ABOUT
BRAND IDENTITY.
PREFERENTLY
ZIP.
PREFERENTLY
HOOD.
(BUT DOES NOT
HAVE A REALLY BIG
IMPACT IN
UTILITIES)
STRATEGIC RECOMMENDATIONS:
THE BRAND NAME PRINTED ON THE GARMENT WILL MAKE IT
RECOGNIZABLE AND VALUED BY CONSUMERS (EX.COMPETITORS:
THE NORTH FACE, COLUMBIA).
FOCUS ON A RACK FULL OF BLACK WITHOUT FORGETTING
MINIMUN SECONDARY LINES IN WHITE AND OTHER COLORS.
SEGMENT THE CAMPAIGNS AND ADVERTISING OF THE JACKETS
ACCORDING TO THE PROFESSIONS EXERCISED BY CONSUMER
GROUPS.
SHOW IN THE ADVERTISING PHOTOGRAPHS ALLUSIVE ACTIVITIES
OF A CERTAIN PROFESSION, WEARING THE JACKET WITH THE
COLOR AND BRANDING STYLE PREFERED OF THE PROFESSION.
APPENDIX
NUMBER POSSIBLE OF COMBINATIONS : 3*3*2*2= 36
RANK SURVEY
OTHER QUESTIONS
UTILITY PART - WORTHS
CROSS CHI SQUARE COMPARISON
*Not still signifcant association.
CROSS CHI AND FIRST COLOR PREFERENCE PER SECTOR.
CROSS CHI AND FIRST BRAND IDENTITY PREFERENCE PER SECTOR.

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Choose your perfect jacket.pdf

  • 1. Evann Gorrindo -276670 Doriane Thomas - 276680 Alexia Zoé Trejo Alquicira - 276599 Group 02 Choose your perfect jacket Marketing Analytics - 20/11/2023
  • 3. ABOUT THE SURVEY & SOCIODEMOGRAPHIC RESULTS We surveyed 22 people to rank the ten bundles from 1 to 10. 1- The most prefered. 10- The least prefered. OTHER QUESTIONS: GENDER AGE COUNTRY OCCUPATION & FIELD OF OCCUPATION
  • 5. Results/ Cojoint analysis -COLOR IS A CRUCIAL DECISION FOR CHOOSING A JACKET. -NOTABLE PREFERENCE FOR BLACK JACKETS.
  • 6. THE SECOND MOST IMPORTANT ELEMENT IS THE BRAND IDENTITY REFLECTED IN THE JACKET *THE LOGO FIGURE IN THE JACKET IS NOT WELL ACCEPTED. A bit more preference for Brand Name.
  • 7. What about the preferences in sociodemographical groups? No matter genre or place . “Black still leads”. Being almost the same value from expected vs observed.
  • 8. The brand identity & profession Some variations begin. Brand name in Business/Law and Public Sector is less accepted than expected. (1.63 vs 0). None is more accepted than expected in the same area. (2.45 vs 4). *OBTAINED FROM THE FIRST CHOICE OF EVERY PARTICIPANT. Also the color could matter in professional areas. “Others” sector has more variation in colored choices . Being a little bit higher than expected. (0.90 vs 2). Business/Law/Public sector has also higher variations in white (1.09 vs 2) and lower in colored jackets (1.09 vs 0).
  • 9. THE PERFECT JACKET IS.... BLACK JACKET WITH BRAND NAME OR ANYTHING ABOUT BRAND IDENTITY. PREFERENTLY ZIP. PREFERENTLY HOOD. (BUT DOES NOT HAVE A REALLY BIG IMPACT IN UTILITIES)
  • 10. STRATEGIC RECOMMENDATIONS: THE BRAND NAME PRINTED ON THE GARMENT WILL MAKE IT RECOGNIZABLE AND VALUED BY CONSUMERS (EX.COMPETITORS: THE NORTH FACE, COLUMBIA). FOCUS ON A RACK FULL OF BLACK WITHOUT FORGETTING MINIMUN SECONDARY LINES IN WHITE AND OTHER COLORS. SEGMENT THE CAMPAIGNS AND ADVERTISING OF THE JACKETS ACCORDING TO THE PROFESSIONS EXERCISED BY CONSUMER GROUPS. SHOW IN THE ADVERTISING PHOTOGRAPHS ALLUSIVE ACTIVITIES OF A CERTAIN PROFESSION, WEARING THE JACKET WITH THE COLOR AND BRANDING STYLE PREFERED OF THE PROFESSION.
  • 11. APPENDIX NUMBER POSSIBLE OF COMBINATIONS : 3*3*2*2= 36 RANK SURVEY
  • 13. UTILITY PART - WORTHS
  • 14. CROSS CHI SQUARE COMPARISON *Not still signifcant association.
  • 15. CROSS CHI AND FIRST COLOR PREFERENCE PER SECTOR.
  • 16. CROSS CHI AND FIRST BRAND IDENTITY PREFERENCE PER SECTOR.