Problems facing the Triumph underwear company

Problems facing the Triumph underwear company Triumph is an international manufacturer of underwear. It was launched in Germany since 1886 and now it has expanded its business in 120 countries around the world include Malaysia. Triumph has introduced seven series of underwear which are maximize, modern shapes, t-shirt bra, Eco chic, premium collection, miss Triumph and Triaction. Today, women purchase bra not only because they need it, but is to explore their sensuality. It is all about color, fashion and image. The foundation of an outfit and makes a big difference in how a women looks. In order to increase the sales of Triumph and compete against competitor, a better understanding of consumers needs and wants and their satisfaction level about Triumph bra. Problem definition is defining and developing a decision statement and the steps that involved in translating it into more precise research terminology which include a set of research objectives. Triumph mission is to become the market leader in the industry which stated as We Are In To Win. In order to achieve high profitability, Triumph engaged in better understanding of consumers needs and wishes. Besides Triumph, there was many more variety type of brands which serve the same customers such as La Senza, XiXili, Wacoal, etc. So, the problem concerned by Triumph is What the management can do in order to increase the market share? They constantly carry out some research and introduce new design of bra which aims to exceed consumer expectations with variety design, more desirable, higher quality, and best fit products. Price range of Triumph bra can be the crucial factor that will influence consumer buying behavior. In this research project, we stated out the problem which should be concerned by Triumph should the price of the bra be changed? As we know, some of the users are more concerned on the quality level of Triumph instead of price. Thus, we conduct this project to find out the main concern of Triumphs user. The features of Triumph bra provided will directly link to customer satisfaction level. It can transform a customer either to become a loyalty customer or dissatisfied customers. Therefore, it is important to let Triumph understanding What is the satisfaction of consumers about the Triumph bra? Objective and Hypothesis The questionnaire we designed was mainly concern about the identification of satisfaction level of consumers toward Triumph bra and understanding the significant of price, quality, and other features of Triumph. The research objective is the main goal to be achieved by conducting research projects, the main objectives: In order to understand the various needs of consumers. To determine the satisfaction of consumers about Triumph bra. To determine the reason of consumers purchase the Triumph bra. To study the improvement of 4Ps needed to make to increase market share. To determine the potential improvement for Triumph bra. The questionnaire consists of ten questions which correspond with the objectives and hypotheses set to obtain the results expected. Hypothesis is the formal assumption statements which explain desirable outcome. The hypotheses of this research project are: The awareness of Triumph is high among the respondents. The comfortable of Triumph bra is the main concern for respondents. The customers are satisfied with the quality of Triumph bras. The customers are satisfied with the features and design of Triumph bras. The customers are not satisfied with the price of Triumph bras. Research Design In our research project, we choose to use exploratory and descriptive research methods to obtain the information needed to structure and respond to the problem definition. It will be conducted among students, office ladies and housewives where their age range start from below 20 years old, 21 to 30 years old and 31 to 40 years old. 1. Exploratory Research We decided to use exploratory research as our beginning stages to conduct our research project. The reason to conduct this research is because we do not have the prior knowledge about the problem situation of Triumph. It can help us to explore the nature of problem of Triumph and gain insight of solving the problem. Through the exploratory research, we can formulate and define the problem more precisely. Thus, it also helps us to gain the information about the purchase and consumption behavior of Triumph users. 2. Descriptive Research We use descriptive research to gain insight of the target market characteristic. First, we would want to know the respondent background such as their age and occupation. Second, we want to identify the consumers buying behavior and their consumption pattern toward Triumph bra. Third, we would want to figure out the awareness of Triumph bra. Thus, we had distributed the survey questionnaire to 100 respondents from various urban areas which include Wangsa Maju, Genting Klang and Sri Rampai. Survey Questionnaire Our questionnaire consists of 10 questions. For question 1 and 2, we will use ratio scale to classify the respondents frequency and money spends on purchasing a bra. From question 3 to 6, we will use the interval scale to identify the possible competitors brands, awareness of Triumph bra, the sources of respondents get to know about Triumph and the location of selling Triumph. Whereas, from question 7 to 9, we will use ordinal scale to indicate the relative extent of satisfaction, preferences and the concern factors of Triumph users. Lastly, question 10, we use nominal scale to determine the possibility of improvement needed to carry out by Triumph. (Refer to appendix) Sampling A sampling frame is a representative of the element of the target population. Our research project was only targeted at women where it included students, office ladies and housewives. Sampling frame Screening questionnaire will be given to 100 samples of bra users. The survey will be conducted in the area of Wangsa Maju, Genting Klang and Sri Rampai. Before this, a pilot study will be conducted to pretest the questionnaire on 20 respondents. Cost The estimated cost will incurred on this research project are as follow: Printing RM40 Paper RM10 Transportation RM10 Timing This research project will be adhered as the following schedule: Submission of research proposal Week 3 (11 to 16 October) Approval of proposal Week 4 (18 to 22 October) Preliminary design of questionnaire Week 5 (25 to 29 October) Pre-test of Questionnaire Week 6 (1 to 5 November) Field survey, tabulation, analysis of data and report preparation Week 7 to 9 (8 to 26 November) Submission of Marketing Research Report Week 10 (29 to 3 December) Marketing Research Presentation Week 11 and 12 (6 to 17 December) Data Analysis 1) Frequency of purchase The data analysis did not support that frequency of purchasing bra per year is low. Based on the survey, 44% of respondents purchase bras less than six months, 40% purchase less than one year, 9% purchase one year and above and only 7% purchase less than three months. Therefore, most of the respondents purchase bra less than six months. Significant at p