Marketing Research Brief Essay

RESEARCH FOCUS – BRIEF DESCRIPTION OF THE PROJECT | | |Background | |The OPSM Group, founded in 1932, is an Australian retail chain that specialises in all aspects of eyecare and eyewear, | |including prescription glasses, contact lenses and sunglasses. | | |Its retail arm comprises well-known Australian trading brands, including: OPSM; Budget Eyewear; Laubman & Pank; Kay’s Optical | |and Precision Eyewear as well as The | |Optical Shop & The Optical Centre in Hong Kong. The company has an annual turnover in excess of $400 million and has | |approximately 600 retail stores throughout Australia, New Zealand, Hong Kong, Malaysia and Singapore.

It also trades via its | |website, OPSM Direct, which sells contact lenses online, and owns EyeBiz, a lens grinding laboratory. | | | |Benefits | |The key benefits from the new technology infrastructure are in improved customer service levels.

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In OPSM’s Penrith store, | |which is a showcase and test-bed for how it is intended to do business, improvements have already been seen since the store | |was revamped and the new technology installed. Aside from the benefits to customers, being connected will also benefit staff. | |They will have email and intranet access over the network enabling them to view company policies, procedures and announcements| |as well as contacting head office regarding leave and any Human Resource issues directly. SECONDARY RESEARCH FINDINGS | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | EXPLORATORY RESEARCH FINDINGS | | |Focus group | |In order to have a good exploratory, we chose the focus group base on their demographics that include gender, age and | |occupation. The group members were four males and two females who have a long time using spectacles so that they had a good | |experience on choosing and buying spectacles. The group members were ages between 20 to 30 years old. | | |Because of the aim of this focus group is finding out about the reasons why people choose OPSM or other spectacles store, the | |interviewer prepared some questions base on the secondary data analysis. The questions were used as a guide line that help the| |focus group keep in track. The focus group was made by the members of this research team in a coffee shop to make the | |interview become more comfortable and the interviewees feel free to contribute or giving opinions. | | | |What is the first spectacle brand that comes to your mind? | |What are the top two optical stores that come to your mind? | |Which optical store are you visiting often? | |How often are you changing your spectacles or lenses? |Do you wear spectacles or lenses for fashion purpose? | |Do you prefer spectacles or contact lenses? | |Do you prefer spectacles or contact lenses? | |Do you prefer buying spectacles or contact lenses online? | |How often you get your eyes tested? | |Are you happy with your current glasses? | |Are you brand loyalty person? | |Have you ever been to OPSM store before? | |What is your main reason for choosing your brand over OPSM? | |What is the most important attribute when you buying a spectacles or contact lenses? | |How important are sales promotion to you? | |Are you satisfied with the level of the service that you received when you bought your glasses? | |Are you a brand conscious person? | | | | | | | | | | | | | | | | | | | | | | |The members of the focus group indicated that the first spectacles shops come in to their mind is OPSM, Just Spectacles and | |SpecSavers because these are the most common spectacles shop in WA. However, because the spectacles are the high involvement | |product, the focus group prefer in the current shop or the previous purchasing shop for their new spectacles. | | |The participants show that they purchased for the spectacles or lenses twice or 3 times a year. They had to come to the shop | |some times to have a pair of spectacles or lenses that is suitable and good for their eyes. Furthermore, they often purchased | |$100 – $200 for each pair of spectacles. | | | |The focus group agreed that they prefer to go to the shop when they wanted to buy a new spectacles or lenses because they | |wanted to try the product before they purchased for them.

All of them stated that the customer service before and after | |purchasing is the most important factor deciding they will come back to that shop for the next purchase or not. | | | |Because of the spectacles are the high involvement product, the focus group prefer to be a brand loyalty person. They want to | |come back to the previous shop that meet there satisfaction. For the first time purchasing person, the most influence factor | |is the experience person who gives them advice for the shop that they prefer. Some of them used online search for more | |information about the spectacles shop. | | | | | | | | | | RESEARCH OBJECTIVES | |To determine the customer loyalty of OPSM with respect to the reputation, convenience of location, range of brands and | |products, customer service | |To measure the frequency of changing a new spectacles or new contact lenses by customer. | |To determine the reasons why customers purchase OPSM product. | |To determine the reasons why customers do not purchase OPSM product. |To determine if different demographic groups have different reasons for purchasing. | |To determine the relative importance of spectacles or contact lenses attributes customers consider when buying a spectacle or | |contact lens. | |To determine the importance of sales promotions on specs and lenses to customers | |To determine if different psychographic groups have different reasons for purchasing. | | | | | | | CONCEPTUAL DIAGRAM | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | PROPOSED METHODOLOGY Keep this very brief – you will build on this as your project progresses) | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | POTENTIAL MANAGERIAL AND/OR PRACTICAL CONTRIBUTIONS | | | | |Marketing research project on consumer’s satisfaction level will be beneficial for OPSM who is doing business in optical | |industry. It will open up new possibilities of actions for OPSM marketing strategy and brand management.

Potential areas of | |contribution: | | | |Measuring OPSM consumer’s satisfaction | | | |Enhancing good relationship between OPSM and exciting consumers | | | |Advancing OPSM’s service quality | | | |Enhancing effective sales promotion to increase sales | | | |Identifying prospective consumers for OPSM | | | |Identifying OPSM’s strengths and weaknesses | | | |Identifying main competitor’s strengths & weaknesses (Specsaver) | | | |These research outcomes will be a valuable reference to any company in optical industry beside OPSM. It will help to draw | |current situation of the optical industry. | | | | | ———————– Preferences 1. Weight 2. Frameless 3. Coloured 4. Thickness of the glasses 5. Nylon 6. Clear contact lenses 7. Titanium 8. Multifocal 9. Bifocal 10. Polarised 11. Branded 12. UVA/UVB protected Demographic 1. Age 2. Sex 3. Income 4.

Occupation 5. Marital status 6. Characteristic 7. Lifestyle 8. Education Specsaver Performance 1. Staff courtesy 2. Product range 3. New/Updated product 4. Turn over time 5. Prompt service 6. Professional service 7. Price match guarantee 8. 12 months breakage protection, warranty Expectation of consumer 1. Staff courtesy 2. Product variety / Range 3. Updated products 4. Turn over time 5. Prompt service 6. Easy to access online order OPSM Performance 1. Staff courtesy 2. Product range 3. New/Updated product 4. Turn over time 5. Prompt service 6. Professional service 7. Price match guarantee 8. 12 months breakage protection, warranty Satisfaction Of OPSM

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