Anthropological Study
Rationality on choosing the respondents
5 respondents from different backgrounds are chosen for observation. The specific respondents were chosen to provide a good mix of candidates who are at different junctures of either their personal or professional lives. Also, considerable effort was exerted to choose people who had different educational and professional backgrounds. Not all of the respondents were avid Samsonite users but represented a good mix of leisure and business travelers.
Analysis
All the respondents are at different stages of their professional lives: Jamie is contemplating a new career in patent law; Jason is an established sales manager; Ginny is an established finance professional, Franz is a student, whereas Gita is an up and coming consultant.
The respondents also vary in their frequency of travel with some travelling almost every week for business trips whereas the rest travelling for both business and leisure and few just for leisure.
The respondents are all well educated with at least a bachelors degree. All of them showed a strong inclination towards quality being their top priority for choosing travel luggage and can be classified as middle-income earners as well as are in the age bracket of 26 - 40 years old. All of them are also aware of the Samsonite brand and most utilize the brand for travel purposes.
Based on the respondent's response and observations, we can summarize our analysis based on the chart shown below which plots degree of Brand consciousness on the vertical axis and the degree of brand loyalty towards Samsonite on the horizontal axis. Based on qualitative analysis, we can conclude that those respondents who are more brand conscious are also more loyal towards the Samsonite brand.
Women Specific
To understand the association of Samsonite with the women users, a specific subset of questions are asked to know which other brands these users associate themselves with. The questions specifically focused to know the brands of below products.
Clothes
Watch
Make-up
Perfume
Shoes
Handbag
Jewelry
Shampoo
Men Specific
To understand the association of Samsonite with the male users, a specific subset of questions are asked to know which other brands these users associate themselves with. The questions specifically focused to know the brands of below products.
Watch
Cologne
Pen
Belt
Dink
Wallet
Shoe
Methodology
In order to understand what individual customers of Samsonite value and use, a questionnaire has been tailored to understand the aspects that customers would emphasize in their needs. A list of questions were designed to specifically understand the respondents attitude towards travel as well as to understand their relationships with different brands and how they affect their lifestyle.
What are your major concerns while travelling?
Which brands come to mind when you think about travel bags?
When was the last time you bought travel luggage?
How many luggage bags do you have?
Which brand did you buy?
What are the attributes that you look for while shopping for travel bags?
If you were to buy a new bag, which one would you buy?
How important is personal image to you while travelling?
What do you carry to work every day?
Which bag do you carry when you go out (special occasions / everyday use)?
Brand Association
How long have you been using the brand?
How important is this brand to you?
Does this brand hold a special place in your life?