2. The first question for my
questionnaire was “What is
your gender?” which
allowed me to understand
who my advert would
appeal to mostly and who I
should aim for. As my
results are 50/50, I have
decided to make two stand
alone perfume adverts for
him and her. This way I have
ensured to satisfy the needs
of both females and males.
3. My second question was
“How old are you?” as it
would allow me to know
what age group to focus
on. Since my results
show that most people
were ages 13-18 I have
decided to focus on
teenagers. Through this
question I am able to
understand that the
psychographic for my
audience will be aspirers
and mainstreamers
because of their age.
4. My third question was
“When shopping for perfume
what do you look for?” as it
would give me an idea of
what the audience are
looking for when buying
perfume. As seen in my
results, the majority of
people look for a strong long
lasting smell. Due to this,
when creating my advert, I
may use the words “strong
smell” or “long lasting” to
emphasise on what most
consumers look for.
5. My fourth question for my
primary research was “How
much are you willing to pay for a
perfume?” through this
question I have understood that
consumers are willing to pay
over £40 for a perfume that
they want. (Groups C1, C2, B)
Also, through this question I am
able to understand the socio
economic group of my audience.
Despite the majority choosing to
spend £40+, some prefer to go
for something cheaper and
suitable to their socio economic.
(Groups D and E)
6. My fifth question was
“How often will you wear
your perfume?” which has
given me an insight on
how important my
product will be to the
consumers on a daily
basis. My results show
that 9/10 people will be
wearing the perfume daily
therefore this indicates
that it is a necessity to
them.
7. The sixth question for my
questionnaire was “Are
you influenced by
perfume adverts?”
Through this question I
have gathered that the
majority of the
consumers responded
with “sometimes”
meaning that it depends
on how successful the
messages conveyed in
the advert is. This has
challenged me into
wanting to create an
advert which will interest
and lure them in.
8. My seventh question was
“What type of perfume are
you most likely to buy?”
Through my results, 80% have
said that they buy branded
perfumes and 20% buy
celebrity perfumes. Due to
this I will ensure to use similar
conventions to already
existing perfume brands.
Example: Giorgio Armani,
DIOR, Prada, Jimmy Choo
9. My eighth question was
“Where do you shop your
perfume?” Through this
question I am able to
understand whether
consumers directly go to
the store or shop online.
50% of consumers go into
store, 10% shop online
and 40% shop online as
well as the store. Through
this question I am able to
understand that the
majority of consumers
have free time to shop in
person.
10. My ninth question was
“Does the shape of the
bottle influence you in any
way?” to find out whether
consumers focus on the
appearance of the bottle.
60% voted that it does NOT
influence them in any way.
30% voted sometimes and
10% voted yes. Due to the
mixed results, I have
decided to go for a
conventional perfume bottle
as most consumers are not
influenced.
11. My last question was “What is
your favourite perfume and why?”
Through this question I have
allowed the audience to state their
preferences as I will use their
personal opinions when creating
my advert to ensure that I follow
similar conventions of already
existing perfumes.
