Question 9

Out of the following, what is most important to you when shopping?

This question enables us to know what most important to our respondents and what least
important to them. Also between trendiness and quality, which one is a more important
factor among our target group. As well as whether affordability is the second important
factor after trendiness.

150

120
117
110

90
89

60 65
63 61 61 63 65
56
49 51 49
46 47 45 46
40
30
30
23
20
15 7 14 15
0
Trendiness Customer service Product quality Affordability Brand name

Most Important 1 2 3 4 Least Important 5

According to our respondents, trendiness is the most important factor and customer
service is the least important factor they consider when come to shopping. Other than
that, they do not value brand name that much as there are 89 respondents think it is the
least important factor. For product quality and affordability, most respondents think they
are important, but not as important as trendiness. Affordability rating number two after
trendiness.

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Question 9 continued

Hence, from pervious analysis, we can see that the overall rating from the most important
to the least important is: trendiness, affordability, product quality, Brand name and
customer service. This exactly aligns with Supres market position.

For not only Supre but the future of fashion, is fast, disposable, on trend and cheap. Supre
has positioned itself at the low-end of the spectrum, which compete extensively on price,
instead of competing in terms of quality, brand equity and service. In order to survive the
competition, brands need to stick to what they know and do best. Although Supre has
built a strong reputation for its up to date, on-trend, value apparel in this market. But it still
needs to keeping up with trends consistently to attract repeat visits from fashion conscious
teenagers. On top of that, Supre must be an earlier adopter to new styles in order to
maintain profitability as popular, fashionable styles and brands can be sold at a higher
margin. The exclusivity of a product range will also help Supre to stand out from the crowd.

In terms of limitations, some exist with this question. Instead of letting respondents rate these
factors, we could make it easier for them to choose multiple answers. This way the question
is less complicated so that it prevents some respondents to answer them without thoughtful
consideration and difficult comparability situation such as when quality and affordability
are equally important to a respondent. Not only that, Multiple choices method enables us
to get an exact number of responds for each factor so that it will simplify our analysis
process as it will be easier to compare with five exact numbers rather than 25 of them.

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