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Title: Investigació de mercats d'un retailer independent: Roset
Author: Roset Fàbregas, Núria
Tutor: Currás Pérez, Rafael
Keywords: market research
brand positioning
fashion sector
Issue Date: Feb-2018
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The Final Degree Work is a market research to an independent retailer of the fashion industry. This work has been done by the same person who takes care of the management. The study has provided to the author the bases for a proper data management, which should facilitate taking decisions. First of all, we put together customer profile information on sales and on customer buying habits. Then we could compare these values with the sector and industry online ones. For this first phase of analysis, we have been using the opportunities that the Big Data technology offers. In particular, the information obtained from the information provided by payment cards from customers. Secondly, we have been a qualitative analysis on the quality of service offered. The analysis is an introduction which has provided valuable information for service improvement, thanks to the willingness of the participants in the focus group. Then, we did a quantitative analysis of data. This section identified the best and worst attributes of valued service, customer groups or segments considering these perceptions and depending on the preference of certain products and brands. Finally, we identified attributes closer to each main competitors and closer to the company. Finally, we proposed a series of measures to improve and have drawn conclusions. In conclusion, despite the difficulties that the company has, we obtained positive results. However, there are certain failings which should be corrected, in order to be competitive in the medium and long term.
Language: Catalan
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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