Methodology
Home to many multinationals and a regional powerhouse, Singapore boasts of a highly mobile population that travels frequently for both business and leisure. Many prominent travel brands would love such high potential market flush with travellers. To tap this lucrative market, travel brands must tailor their marketing programs to meet not the local consumers’ needs, but also their diverse tastes.
To limit the scope, survey has been restricted to residents of Singapore and ensured diversity on such scales as age, gender, income levels and frequency of travels. Most questions are designed with 3 options to enable respondents answer as many questions given the short attention span people would have. Utmost care went into designing the questionnaire to help respondents reflect on their experiences rather than merely clicking a random choice. To further understand how such exploratory study is carried, the team has participated in a brand awareness survey of consumer electronics brand conducted by professional marketers.
Before commissioning the survey, the team has an easy job identifying the target group to be
-
Professionals/business people
-
Leisure travellers
and expected most would be middle-aged (25 - 40). The survey targeted people who are professionals and internet-savvy. No adjustments are made to correct the bias inherent in such focussed target audience.
Questionnaire
The questions are divided into demographics, customer needs, brand awareness, expectations and specific brand suage questions to get as unbiased responses as possible without revealing the brand name till late into the survey. The survey is also named as "Travel survey" so that respondents do not get any idea that the survey is meant for Samsonite as respondents answer questions.
1. Demographics
1. What is your age?
Less than 25
25 - 40
greater than 40.
2. What is your gender?
Male
Female
3. What is your annual Income?
less than 40,000
40,000 - 80,000
80,000 - 120,000
greater than 120,000
don’t want to reveal
4. How frequently do you travel?
less than 2 times a year
2 - 5 times a year
5 - 10 times a year
more than 10 times a year
5. What is your main purpose of travel?
Business
Leisure
Business and Leisure
2.Consumers' Expectations
1. When you think of travel luggage, which brand comes first to your mind?
(Please mention the first brand that comes to your mind)
[Text box]
2. What are the important characteristics that you look for when buying a travel luggage?
Strong
Durable
Cool
Warranty
Colorful
Lightweight
Reliable
Fashionable
Large capacity
Affordable
Easy to Identify
Professional
Masculine
Personalized
Secure Lock
Maneuverability
Quality of wheels
4. Brand Considerations
1. In the past 12 months, how many times have you come across a billboard, newspaper or video ads of Samsonite?
(Whether samsonite is able to reach target customers)
None
Less than 2
2-5
More than 5
2. In your opinion, which products does Samsonite produce?
(Choose as many you are aware of)
Soft Luggage
Hard Luggage
Laptop Bags
Backpacks
Duffel Bags
Leather Bags
Ladies Handbags
Ladies Wristlets
Ladies Wallet
Adventure Travel Gear
Aluminium Cases
Totes
Mens Wallet
Mens Belt
Shoes
Travel accessories (power adapters, money belts, weighing case etc.)
3. In your opinion, which of the following attributes describe Samsonite products?
(Grade on the scale, Most unlikely, Unlikely, Neutral, Likely, Most Likely)
Strong
Durable
Warranty
Colorful
Lightweight
Reliable
Fashionable
Large capacity
Affordable
Easy to Identify
Professional
Masculine
High quality wheels
Personalized
4. How do you classify people whom you might have seen carrying a Samsonite bag?
Business travellers
Professionals
Family
Couple
Young Adults
Teenagers
Fashion Conscious
5. Do you know that Samsonite has exclusive stores in Singapore?
Yes
No
6. Are you aware of the Samsonite RED line of products?
Yes
No
3. Brand Awareness
1. Which of the following travel luggage are you aware of?
(Choose as many as you are aware of)
American Tourister, Tumi, Rimowa, Samsonite, Hush Puppies, Swiss Polo, Antler, Victorinox, Delsey, Slazenger, World Polo, Globe Trotter, Alfred Dunhill, Louis Vuitton, Ralph Lauren, Porsche, Others.
2. How long has your last travel luggage lasted?
Less than 2 years
2 - 5 years
More than 5 years
3. What brands of travel luggage do you own?
(Choose as many as you currently own)
American Tourister, Tumi, Rimowa, Samsonite, Hush Puppies, Swiss Polo, Antler, Victorinox, Delsey, Slazenger, World Polo, Globe Trotter, Alfred Dunhill, Louis Vuitton, Ralph Lauren, Porsche, Others.
4. If you were to buy another luggage bag, which brand would you consider for your next purchase?
(Please choose which brands that you would consider buying)
American Tourister, Tumi, Rimowa, Samsonite, Hush Puppies, Swiss Polo, Antler, Victorinox, Delsey, Slazenger, World Polo, Globe Trotter, Alfred Dunhill, Louis Vuitton, Ralph Lauren, Porsche, Others.
5. Qualifier Question
1. Do you own any Samsonite product?
Yes
No
END SURVEY Here if Answer is NO.
6. For Samsonite Users
1. How many Samsonite products do you own?
(Consider travel luggage, laptop bags, backpacks etc)
less than 2
2-5
greater than 5
2. How often do you use Samsonite Products?
1. Daily usage
2. A few times a week
3. Once a Week
4. A few times a month
5. Rarely
3. On a scale of 1 to 5, how stylish do you think are Samsonite products?
(Please ignore the question if you do not own any)
1, 2, 3, 4, 5
4. Compared to other brands of travel luggage, how different is Samsonite’s quality?
Same
Better
Worse.
5. How likely are you to switch to alternative brand if Samsonite was not available in a more convenient location?
Very likely, Neutral, Not likely at all
6. How likely are you to switch to brand if an alternative brand is cheaper?
Very likely, Neutral, Not likely at all
7. How likely are you to recommend Samsonite to others?
Very likely, Neutral, Not likely at all