Brand Relationship

To evaluate the brand relationship that customers have with Hang Ten, we collected data regarding past purchase behavior and intended future purchases of 40 respondents. The following questions were asked.

“In the past 6 months, how many times have you purchased from Hang Ten, Giordano & Bossini?”

“How many times have these purchases been from Hang Ten?”

Here are the following results from the responses collected.

Past Purchase Behaviour

From the table above, we can identify the following major trends:

1) Most people buy casual clothing 2 to 3 times in 6 months (blue bars)

2) People only buy from Hang Ten an average of 1 to 2 times (green bars)

3) People who buy casual clothing 4 times in the past 6 months bought from Hang Ten 60% of the time, while those who bought casual clothing once in the past 6 months did not buy from Hang Ten at all.

Intended Future Purchases

We asked our respondents these questions next:

“In the next 6 months, how many times will you be purchasing from Hang Ten, Giordano & Bossini?”

How many times will these purchases be from Hang Ten?”

From the results, we observed:

1) Of the 7 people who said they will be making 1 purchase in the next 6 months, all of them said they would be buying from Hang Ten. This signifies a group of loyalists albeit small in size and makes few purchases.

2) Most people say they will be buying casual clothing 3-4 times in the next 6 months. We can accrue that to the poor economic climate and other factors such as increased competitors and inflation.

3) Across all groups, people will only buy from Hang Ten at most once in the next 6 months. This signifies a problem with intended purchase and loyalty.


With the collective results from our Qualitative and Quantitative studies, we are ready to embark on our next step- Identifying our brand challenge. Keep your mouse on this page!