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Problems facing the Triumph underwear company

4825 words (19 pages) Essay in Marketing

02/05/17 Marketing Reference this

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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 consumer’s 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 Triumph’s 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 4P’s 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 competitor’s 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 <0.05. Most of the respondents purchase bra within one year because they think that bra is a necessity and need to be changed every year. 9 respondents prefer to purchase bra every year or above one year as they might have good quality bras that do not need them to make frequently purchase. However, 7 respondents like to purchase bra less than three month as they like new things.

2) Price of bra that customer willing to pay

The data analysis did not support the hypothesis that RM30 to RM50 is the most reasonable price to buy a bra. About 37% of respondents are willing to pay RM50 to RM100, 34% are RM30 to RM50, 17% are above RM100 and only 12% are below RM30. Significant at p <0.05. Therefore, most of the respondents are willing to pay RM50 to RM100 to purchase a bra. Most of the respondents think RM30 to RM100 is affordable price to purchase a bra as normally the bras have good quality. 17 respondents are willing to pay above RM100 to purchase a bra because they perceive that high price of bras will have high quality. Minimum respondents are only willing to pay below RM30 because they do not take concern about the quality of bras.

3) Competitor brand

The data analysis supports the hypothesis that Triumph is the most favourite brand among the respondents. According to our survey, 60% of respondents are Triumph users, 18% are Xixili users, 12% are Wacoal users, 24% are Audrey users, 13% are La Senza users and 16% are users of other brands. Therefore, we can conclude that most respondents are Triumph users. Significant at p <0.05. Most of the respondents prefer Triumph as the quality of bras is good and they have confidence on Triumph bras. However, Audrey is the second choice of the respondents because the prices of bras are cheaper than Triumph.

4) Awareness of Triumph

The data analysis supports the hypothesis that awareness of respondents about Triumph is high. Based on the survey, there are 96 % of respondents are aware of Triumph and only 4% are not aware of it. Therefore, we concluded that most of the respondents are aware of Triumph. Significant at p <0.05. This is because Triumph is a famous company with good reputation and quality. It has successfully created awareness of respondents.

5) Communication channel

The data analysis supports the hypothesis that most effective communication channel is people. There are 29% of respondents get to know Triumph from print media, 61% of from friends and family,8% from internet and 2% from other sources. So, most of the respondents know Triumph from their friends and family. This shows that Triumph has positive word of mouth from their loyalty customers. Besides that, respondents get to know Triumph through print media as Triumph do a lot of promotions to attract customers. Significant at p <0.05.

6) Purchase location

The data analysis supports the hypothesis that hypermarket is the most favourite location for respondents to purchase Triumph bra. From our research, about 50% of respondents choose hypermarkets, 41% choose department store, 6% choose boutique, 2 choose others and only 1 prefer online purchase. Significant at p <0.05. Therefore, hypermarkets are the location where most of the respondents choose to purchase. Most of the respondents prefer hypermarkets as their location to purchase Triumph bra because hypermarkets provide wide variety of Triumph bra and promotion are given. Some respondents choose boutique as salesperson of the boutique provides better service to them. 1 respondent choose online purchase as he think that Triumph bras which are not available at the locations such as hypermarket, department store and others or it only available in others country can be purchased through online.

7. What is your main concern to purchase Triumph? Please rate 1 to 5, from most important to least important.

(a) Importance of comfortable

The data analysis supports the hypothesis that comfortable of Triumph bra is important in making decision to purchase bra. About 88% of the respondents think that the comfortable of Triumph bra is very important for them in purchasing a bra, 6% think it is neutral and 6% think it is least important. Therefore, most of the respondents think that comfortable is very important to purchase a bra. Significant at p <0.05. Comfortable of Triumph bra is the most important because bra is a necessity for women and they need to wear it every day. Those respondents who think that it is least important because they may think that the durability, confidence or durability is more important for them in purchasing Triumph bra.

(b) Importance of confidence

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

most important

9

9,0

9,0

9,0

important

17

17,0

17,0

26,0

neutral

35

35,0

35,0

61,0

least important

23

23,0

23,0

84,0

most least important

16

16,0

16,0

100,0

Total

100

100,0

100,0

The data analysis supports the hypothesis that confidence of Triumph bra is not important in making decision to purchase bra. From our research, there are 39% of respondents think that confidence is least important as their main concern to purchase Triumph bra, 35% think it is neutral and 26% of the respondents think it is important. Therefore, most of the respondents think confidence of Triumph bra is not their main concern in making decision to purchase bra. Significant at p <0.05. Respondents think that bra is only the inner wearing but it does not help to build confidence.

(c) Importance of durability

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

most important

34

34,0

34,0

34,0

important

44

44,0

44,0

78,0

neutral

15

15,0

15,0

93,0

least important

5

5,0

5,0

98,0

most least important

2

2,0

2,0

100,0

Total

100

100,0

100,0

The data analysis supports the hypothesis that the durability of Triumph bra always affects the consumers’ purchase decision. There are 78% of the respondents think that the durability of bra is very important, 15% think it is neutral, and only 7% think it is least important. From this analysis, we can conclude that most of the respondents are concern on the durability of bra when making decision to purchase a bra. Significant at p <0.05. Most of the respondents would like to purchase a Triumph bra that is durable because it can reduce their time and effort to purchase a bra less than three month. Some of the respondents think that it is not important because they would like to change their bra with different pattern.

(d) Importance of fashionable

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

most important

16

16,0

16,0

16,0

important

40

40,0

40,0

56,0

neutral

34

34,0

34,0

90,0

least important

8

8,0

8,0

98,0

most least important

2

2,0

2,0

100,0

Total

100

100,0

100,0

The data analysis supports the hypothesis that fashionable of Triumph bra is important in making decision to purchase bra. In terms of the fashionable of bra, about 56% of the respondent thinks that it is important for them, 34% think it is neutral and only 10% think it is least important. So, most of the respondents prefer a fashionable bra. Significant at p <0.05. Most of the respondent would purchase a bra which is unique designed, colourful and has special pattern. The feature, comfortable and durability of bra may be more important for those respondents who choose least important.

8. How satisfy are you with Triumph?

(a) Satisfaction of quality

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

strongly agree

61

61,0

61,0

61,0

satisfy

29

29,0

29,0

90,0

neutral

10

10,0

10,0

100,0

Total

100

100,0

100,0

The data analysis supports the hypothesis that Triumph has good quality of bras. Based on the table given, 90% of respondents are satisfied with this statement, 10% is neutral and no respondent is dissatisfied. Therefore, most of the respondents are satisfied with the quality of Triumph. Significant at p <0.05. It is because the bras of Triumph are comfortable and durable. Normally, consumers purchase bra within six months because of the quality of the bra. However, Triumph users do not need to purchase bra frequently because of the good quality of Triumph.

(b) Satisfaction of price

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

strongly satisfy

2

2,0

2,0

2,0

satisfy

12

12,0

12,0

14,0

neutral

36

36,0

36,0

50,0

dissatisfy

42

42,0

42,0

92,0

strongly dissatisfy

8

8,0

8,0

100,0

Total

100

100,0

100,0

The data analysis supports the hypothesis that the customers are not satisfied with the price of Triumph bra. There are 50% of the respondent dissatisfy with this statement, 36% are neutral and 14% are satisfied. Therefore, most of the respondents are dissatisfied with the price of Triumph. Significant at p <0.05. The price of Triumph bra is normally above RM100 so that many students cannot afford it. Some of the respondent satisfy with the price of Triumph is because they believe that higher price higher quality.

(c) Satisfaction of design

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

strongly satisfy

1

1,0

1,0

1,0

satisfy

26

26,0

26,0

27,0

neutral

22

22,0

22,0

49,0

dissatisfy

44

44,0

44,0

93,0

strongly dissatisfy

7

7,0

7,0

100,0

Total

100

100,0

100,0

The data analysis did not support the hypothesis that the design of Triumph bras is unique. From our research, there are 51% of the respondents dissatisfied with this statement, 22% are neutral and 27% are satisfied. Therefore, most of the respondents are dissatisfied with the design of Triumph. Significant at p <0.05. Many respondents think that the design of Triumph bra is very simple and there are limited colours of bras are available in the market. Some of the respondents are satisfied with the design of Triumph bra as they prefer the bra with simple design.

(d) Satisfaction of promotion

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

strongly satisfy

6

6,0

6,0

6,0

satisfy

27

27,0

27,0

33,0

neutral

56

56,0

56,0

89,0

dissatisfy

10

10,0

10,0

99,0

strongly dissatisfy

1

1,0

1,0

100,0

Total

100

100,0

100,0

The data analysis supports the hypothesis that customers are satisfied with the promotion given by Triumph. Based on our research, there are 56% of the respondent are neutral satisfied with the promotion of Triumph, 33% of the respondents are satisfied, and 11% are dissatisfied. Therefore, respondents are satisfied with the promotion of Triumph. Significant at p <0.05. During the promotion of Triumph, the price of Triumph bra may be decreased 20 to 40% in order to attract more consumers to purchase. However, the promotion products may often out of stock or the design of the products is unfavorable. Besides that, the size of the promotion products may not suitable to consumers. Thus, these may reduce the satisfaction of customers.

9) Satisfaction with the existing products of Triumph

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

strongly satisfy

8

8,0

8,0

8,0

satisfy

47

47,0

47,0

55,0

neutral

41

41,0

41,0

96,0

dissatisfy

4

4,0

4,0

100,0

Total

100

100,0

100,0

The data analysis supports the hypothesis that the respondents are satisfied with the existing products of Triumph. About 55% of respondents are satisfied with the Question 9 statement, 41% are neutral and only 4% are dissatisfied. Therefore, most of the respondents are satisfied with the existing products of Triumph. It means Triumph has good product quality and the brand is reliable. However, some respondents think that the products of Triumph are neutral and still can be improved. Significant at p <0.05.

10) Improvement of Triumph

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

yes

62

62,0

62,0

62,0

no

38

38,0

38,0

100,0

Total

100

100,0

100,0

The data analysis supports the hypothesis that Triumph need to make some improvement. There are 62% of respondents think Triumph needs to have improvement while 38% are not. Therefore, most of the think Triumph need to have improvement. Significant at p <0.05. Many respondents suggested that Triumph should improve the design of bras and reduce the price of bras. However, some respondents are satisfied with the products of Triumph and they do not suggest any improvement which needed by Triumph.

Age of respondent

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

below 20

38

38,0

38,0

38,0

21-30

59

59,0

59,0

97,0

31-40

3

3,0

3,0

100,0

Total

100

100,0

100,0

In this survey, we target at 3 groups from 100 respondents. There are 38% of respondents are below 20 years old, 59% are 21-30 years old and only 3% of respondents are 31-40 years old. Thus, most of the respondents are 21 to 30 years old.

Occupation

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

student

79

79,0

79,0

79,0

worker

19

19,0

19,0

98,0

others

2

2,0

2,0

100,0

Total

100

100,0

100,0

In this survey, we choose students, workers and others as our target group. The survey shows that 79% of respondents are students, 19% are workers and 2% are others. So, most of the respondents are students.

Limitations

We found out that there are many consumers dissatisfied with the design of Triumph bras. Triumph only has limited colour and design of bra which are available for consumers. This will create a negative brand image toward Triumph in the mind of consumers. Customers may switch to competitors such as XiXili, Wacoal, Audrey or La Senza which provide different design of bras with different colours. These may have negative impact on the sales and profit of Triumph.

The location of the store is also one of the limitations of Triumph. Based on our research, Triumph is only selling their products at hypermarkets and department stores. For those customers who live in the suburb that do not have hypermarkets or department stores located, they have to travel to urban in order to purchase Triumph bra. It is wasting the time and effort of consumers so they may switch to others brands which are available in their living area.

The following limitation of Triumph is the price of Triumph. Based on the SPSS analysis, there are 50% of the respondents dissatisfied with the price of Triumph. Most of the respondents are not willing to spend above RM 100 to purchase a bra. However, the price of Triumph normally is above RM 100 which is too expensive for students and those who have low and moderate income. If the product of Triumph cost too expensive for consumers, they are likely to choose other brands with lower price.

According to the SPSS analysis, there are only 33% of the respondents are satisfied with the promotion of Triumph. The products of Triumph are always out of stock and there are only limited size, colour and design available to consumers during promotion. It will not attract more customers to purchase although a promotion is given.

Recommendations

After conducting the research and the SPSS analysis, we have come out with some recommendation in order to help Triumph increase its market share.

Location is very important for a retailer because it can help to develop sustainable competitive advantages. In order to expand the business, Triumph should locate more outlets at suburb such as Segamat and Yong Peng so that consumers do not need to travel to urban to purchase Triumph bras. Besides that, Triumph also can locate their store at central business district because there is high level of pedestrian traffic. Thus, it can draw many people and employees into areas during business hours.

Fashionable of bras is very important for consumers in making purchase decision. In order to build a strong brand image, Triumph should introduce wide varieties of bras and lingerie with unique design. Besides that, Triumph should also offer more choices on colour for consumers. Triumph can introduce a series of bra with different theme at different festival. This can help to catch the attention from customers.

Services are also important for a retailer to generate greater market share and sales. Triumph should offer training for their staffs in order to provide a standardized service for their customers. Once consumers are satisfied with the services provided by Triumph, they may spread a positive world of mouth to their friends and family.

Furthermore, Triumph should use multi-channel to distribute their products. For example, Triumph is selling their product at different hypermarkets, department stores and boutique. It can use internet channel to sell their products to those who prefer online purchase. Therefore, consumers can reduce their time and effort to purchase bra at hypermarket or department stores that far from their home. In addition, they can also do side-by-side comparison through the internet to decide which design is more suitable to them. It helps to attract consumers who live at different location within a country and from other countries.

According to our research, the price that consumers are willing to spend on purchasing a bra is between RM 50 to RM 100. Therefore, Triumph should reduce the price as most of the consumers are not willing to pay above RM 100 for a bra. If Triumph set their price too high, consumers may switch to the competitors with lower price. Triumph can set their products at a reasonable price and maintain the good quality to attract more students and consumers to purchase.

Moreover, Triumph should make improvement on their promotion strategy by making sure that the promotion products are always available to consumers. Triumph can increase their sales and market share by offering discount. For example, Triumph can offer a RM 50 voucher for those who purchase up to RM 300 at Triumph. Triumph can provide special gift such as recycle bag for their customer. It can help to encourage consumers to purchase more and thus increase the sales of Triumph.

Conclusion

In conclusion, Triumph is an international manufacturer of underwear. In order to increase the sales of Triumph and better understanding of consumers’ needs and wants, Triumph should make some improvement on their product

Based on our research, Triumph has successfully created awareness of respondents because it’s good reputation and quality. Most of the respondents know Triumph from their friends and family and those who get to know Triumph through printed media because Triumph have launched a lot of promotions to attract customers.

Consumers are normally willing to spend RM50 to RM100 for a bra. Therefore, Triumph should reduce their price to meet the needs and wants of consumers. In addition, Triumph should introduce varieties of bra with unique design in order to build a strong brand image. Moreover, Triumph should increase its accessibility of location to customers and improve the promotion strategy.

Most of the respondents think that the comfortability and durability of bra are the most important followed by fashionable of the bra and confidence because bra is a necessity for women and they need to wear it every day. According to our research, we can conclude that customers are satisfied with the existing products of Triumph.

In order to increase the market share and profit, Triumph should make improvement on price, promotion, design, location and services.

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