Following our qualitative research, we administered an online survey to 40 respondents from 27 to 30 August 2010 to further our understanding of how consumers perceive Hang Ten and to compare these findings with our initial implicit study of the brand on the basis of Brand Awareness, Image and Relationship.
Gender profile is equally spread as Hang Ten does not specifically target any gender. The younger group, 21 to 30 years old, forms the bulk of the respondents, followed by 31 to 40 years old. Hang Ten targets predominantly the younger crowd, and consequently, students or the newly employed, who are generally more prudent and thrifty since they are assumed to have lesser disposable income.
Stay tuned!
Respondents’ Profile
Gender profile is equally spread as Hang Ten does not specifically target any gender. The younger group, 21 to 30 years old, forms the bulk of the respondents, followed by 31 to 40 years old. Hang Ten targets predominantly the younger crowd, and consequently, students or the newly employed, who are generally more prudent and thrifty since they are assumed to have lesser disposable income.
However, due to our team’s limited network and the short time period, most of the students surveyed are from Singapore Management University and might display similar characteristics associated with the institution, e.g. SMU students are less price-conscious, thus making results slightly skewed. But since Hang Ten’s targeted segment also consists of this group, they can provide greater insights to what Hang Ten is doing well, and reveal what the brand lacks to drive their decision and consumption.
Stay tuned!
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