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July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER G r o w t h f r o m K n o w l e d g eG r o w t h f r o m K n o w l e d g e Fashion in.

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Presentation on theme: "July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER G r o w t h f r o m K n o w l e d g eG r o w t h f r o m K n o w l e d g e Fashion in."— Presentation transcript:

1 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER G r o w t h f r o m K n o w l e d g eG r o w t h f r o m K n o w l e d g e Fashion in Poland 2007 OFFER FOR SYNDICATED GfK Polonia REPORT GfK Polonia Sp. z o.o. Research #118.497/ 2007

2 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER GfK Polonia ul. Smulikowskiego 4 00-389 Warszawa Phone: 022 434 10 00 Fax: 022 434 10 10 E-mail: info.poland@gfk.com member of ESOMAR Any quotation of the results of this study is only possible with proper mentioning the name Fashion in Poland" and the name of GfK Group as author. Any publishing of the results of the study outside the client's company is possible only when approved by the authors.

3 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER SUBJECT: FASHION IN POLAND FIELDWORK: 1st wave:28.08 – 02.09.1998PAPI 2nd wave:03.11 – 08.11.2000PAPI 3rd wave:22.02 – 27.02.2002PAPI 4th wave:07.01 – 12.01.2005CAPI 5th wave:08.06 – 12.06.2006CAPI 6th wave:10.05 – 14.05.2007CAPI POPULATION:Persons aged 15 and over REGION: Poland RESEARCH METHOD:Omnibus (face-to-face) SAMPLING METHOD:Stratified Multistage Clustered Random Sampling ADRESS SOURCE: MSWiA (Ministry of Home Affairs and Administration) INTERVIEWS: ca. N =1020 for each wave WEIGHTNING: according to socio-demographic features of population TABLE BASE: N = 1000 for each wave QUESTIONNAIRE:Developed by GfK Polonia RESEARCH MANAGER:Łukasz Markiewicz; Lukasz.Markiewicz@gfk.comLukasz.Markiewicz@gfk.com Information about the study 3

4 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER REPORT FASHION IN POLAND 2007 its a set of information, which can be useful for producers and distributors of clothes / footwear. shows changes among Polish consumers, some of the clothes shopping habits and Poles attitudes towards this category in trends (1998/2000/2002/2005/2006/2007), describes Poles attitudes towards current offer of clothes and footwear, shows percentage of Poles buying given category of clothes / footwear (clothes for children, for youth, for men, for women, sportswear and shoes, underwear, shoes), defines most important factors of choice of the purchase and its place (price, assortment, possibility of amendments, quality, service, availability, promotions, branded products in shops offer), describes Poles attitude toward fashion, indicates important sources of information concerning fashion according to respondents (e.g. polish vs. foreign fashion magazines, TV shows, fashion displays, celebrities' way of wearing, shop visiting, salespersons, friends and acquaintances) REPORT CONTENT (1/4) 4

5 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER respondents declarations about changes in the sums spent on clothes and footwear, indicates the most familiar and the most visited retail chains, presents the best known and most visited hypermarkets, where clothes or footwear were bought within the last 12 months, points at the best known and most often bought brands of jeans wear, characterizes the best known and the most frequently bought brands of sportswear and sport shoes, characterizes the best known and the most frequently bought brands of outdoor/ trekking clothes and shoes 5 REPORT CONTENT (2/4)

6 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER Additionally to last report form 2006, the latest edition 2007 was supplemented with segmentation analysis of fashion consumers selected data for age group 15-29: attitude toward current offer and prices of clothing and footwear, importance of factors during store selection, attitude toward fashion, importance of fashion information sources, top 30 best known and most visited clothing stores, best known and most visited hypermarkets in which respondents bought clothing within the past 12 months, best known and most often bought brands of jeans wear, best known and most often bought brands of sport clothing and sport footwear, presents selected data for age group 15 and over from towns of 50 000 inhabitants and more: top 30 best known and most visited clothing stores, best known and most visited hypermarkets in which respondents bought clothing within the past 12 months, best known and most often bought brands of jeans wear, best known and most often bought brands of sport clothing and sport footwear. 6 REPORT CONTENT (3/4)

7 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER 7 REPORT CONTENT (4/4) SURVEYED RETAIL CHAINS (aided brand awareness and purchase of clothing in past 12 months) CLOTHING CHAINS: BENETTON, C&A, CHEROKEE, CLAIRE.DK, CROPP TOWN, CUBUS, ESPRIT, HOUSE, H&M (Hennes & Mauritz), JACKPOT COTTONFIELD, KappAhl, MANGO, MARKS & SPENCER, MOLTON, MONNARI, MORGAN, OLIMPIA, OLSEN, ONELOVE, ORSAY, PABIA, PIMKIE, PROMOD, QUIOSQUE, PIERRE CARDIN, PEEK & CLOPPENBURG, REPORTER, RESERVED, ROYAL COLLECTION, SCOTCH & SODA, SIMPLE, SOLAR, SUNSET SUIT, TATUUM, TERRANOVA, THE ATHLETES FOOT, TOP SECRET, TROLL, VERO MODA, VISTULA, WÓLCZANKA, ZARA, INTERSPORT, GO-SPORT HYPERMARKETS WITH CLOTHING: AUCHAN, CARREFOUR/HYPERNOVA, REAL/GEANT, LECLERC, MAKRO, TESCO. JEANS WEAR: AMERICANOS, BIG STAR, CROSS JEANS, DIESEL, LEE, LEVIS, MUSTANG, REPORTER, WRANGLER. SPORT CLOTHING AND FOOTWEAR : ADIDAS, ASICS, FILA, NIKE, PUMA, REEBOK, UMBRO. OUTDOOR/ TREKKING CLOTHES AND FOOTWARE : HIMOUNTAIN, ALPINUS, CAMPUS, TIMBERLAND, COLUMBIA, BERGSON, FJORD NANSEN, THE NORTH FACE, EXPEDUS, SALEWA, WOLF GANG, HANNAH, MAŁACHOWSKI, MAMMUT, HELLY HANSEN, HENRI LLOYD FASHION PRESS READING: AVANTI, CLAUDIA, COSMOPOLITAN, ELLE, GALA, GLAMOUR, HOT MODA & SHOPPING, JOY, MARIE CLAIRE, PANI, SUKCES, SHAPE, TWÓJ STYL, VIVA!, URODA, WYSOKIE OBCASY, ZWIERCIADŁO, LOGO, GENTELMAN, PLAYBOY

8 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER Price of the report Fashion in Poland 2005 is: 1 800 EUR + VAT The price includes reports both Polish and English, in an electronic version on a CD The report includes: 1.A PowerPoint presentation, 2.Excel tables with complete data (socio-demographic data in cross-shaped tables). There is a possibility of ordering: An additional analysis for the exclusive rights of the Client (price is negotiated individually), A Hard copy of the report (additional fee – 100 EUR per copy). In case the report FOOTWEAR BUYING HABITS 2007 is ordered together with FASHION IN POLAND 2007 a discount is offered and total price amounts to 2 220 EUR + VAT (both reports in an electronic version on a CD) Report Price 8

9 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER Standards of Quality Standards of Quality Assurance in GfK Polonia Each GfK Polonia research project is carried out jointly by a team of specialists from different departments of our company. This structure allows for multi-step quality control of data collection and analysis. Employees of all departments exchange knowledge and experience as well as participate in training organized by GfK Group (GfK Academy). GfK Polonia representatives are members of ESOMAR (World Association of Opinion and Marketing Research Professionals), an international organization safeguarding diligence and methodological correctness of the associated research agencies. GfK Polonia is a founding member of OFBOR (Public Opinion and Market Research Companies Organization). One of the main objectives of OFBOR is to define and promote professional stands in public opinion and market research as well as creating conditions for independent and objective evaluation of conformation to these standards. GfK Polonia is a co-founder of PKJPA (Interviewers Quality Control Program) and holds PKJPA certificates. The program was created of OFBOR initiative. It is designed to set quality standards for the Fieldwork Section, the network of interviewers, interviewers and coordinators recruitment process, their training, supervision, and work, as well as controlling their work. The member companies are obliged to conform to those standards in each research project they carry out. GfK Polonia underwent a successful audit carried out by CESP (Centre dEtude des Supports de Publicite), an independent French institute. After carrying out numerous control procedures, CESP assess quality of GfK Polonia research processes as satisfactory. All the research processes were evaluated. In 2002, GfK Polonia was awarded Best Practice Award. The award is granted by GfK Group for best achievements in the field of market research based on innovative methodology 9

10 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER Project Specific Quality Assurances Quality control is included in all stages of a research: research tools control, quality control of data entering, logical control of data sets, results tables control. We pay particular attention to the quality control of the research tools. Before a project is launched, the research tools are meticulously assessed by the qualified staff from the departments administering the research. Additionally, each research tool is tested in a pilot research prior to launching the project The chart below represents a single research-project quality control process: Project Specific Quality Assurances 10 EDV: Questionnaire quality control RESEARCHER: Questionnaire design RESEARCHER + IT + FIELDWORK Terminarz FIELDWORK: Questionnaire quality control EDV: Sample design FIELDWORK: Preparation of research tools EDV: Database preparation FIELDWORK: Interviewer training FIELDWORK: Fieldwork QUALITY CONTROL: Interviewer quality control RESEARCHER+ EDV: Questionnaire description EDV: Coding and data entry RESEARCHER + EDV: Control of data sets EDV: data set control FIELDWORK + EDV: data set cleaning RESEARCHER: Distributions control RESEARCHER : Report design EDV: Preparation of results tables RESEARCHER : Tables control RESEARCHER +EDV: Method description, results, charts RESEARCHER: Data analysis design RESEARCHER + ANALYST Statistical analysis RESEARCHER: Recommendation RESEARCHER: Results presentation

11 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER Why GfK POLONIA? The answer is simple: Because our company philosophy assures successful market research! Companies must make decisions, decisions are based on research. Our Business Information Services supply the knowledge needed by industry, commerce, the service sector and the media to reach their marketing decisions. This GfK philosophy comprises the following important principles among others: Answers to your questions: Our research is directed at information based consulting and the implementation of the research findings in your business. Pool of experience: Our project teams combine market experience, methodological competence and international expertise. High quality: The development of a proper study design and consistent high quality standards, on a national as well as international levels, are elementary for us. Innovation: Sophisticated tools such as GfK Ad*Vantage, GfK TARGET*POSITI-ONING, GfK Loyalty Plus and GfK*PRICE CHALLENGER make it possible to apply innovative research methods worldwide. Global: 24-hour business around the globe, provided by 140 subsidiaries and partners in 51 countries on 5 continents. This international network guarantees the same high quality and the same research standards in all countries 11

12 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER GfK POLONIA GfK Polonia Institute, established in 1990 is a Polish branch of an international group of research companies working under the common name of GfK. Presently 130 agencies and affiliated companies, i.e. companies in which GfK Group has shares, use its name. They operate in over 70 countries on six continents, employing 7600 people. Their joint turnover was 937 million Euro in 2005 (2004: 672 million Euro, 2003: 595 million Euro, 2002: 559 million Euro, 2001: 536 million Euro), which placed the company at the 5th position in the world ranking of research centers and 3rd in Europe. GfK Polonia is a research centre which provides comprehensive data concerning Polish consumer goods and services market. Thanks to this data companies operating on the market get to know the customs, behaviors and preferences of their consumers. GfK Polonia carries out for its clients all types of marketing researches and opinion pools. We use whole our knowledge of Polish market and know-how of all GfK Group – international holding company, which GfK Polonia is a part of. GfK Polonia is ranked No. 3 among Polish market research agencies. In 2005 had a turnover of 44,7 million zloty (in 2004: 38,5 million zloty, 2003: 34 million zloty, in 2002: 28.6 million zloty, in 2001: 27,1 million zloty). Depending on the type of carried out researches, GfK Group is leader or vice-leader in Central and Eastern Europe. The developed, complex, contemporary markets force entities operating there to constantly observe and analyze the processes taking place. This in turn results in the constantly growing expectations towards research firms. To satisfy the high requirements of its Clients GfK Polonia has to continuously expand its offer by introducing new research methods and modifying the existing ones. The ways of presenting gathered data have also changed. The GfK Polonia Institute, as one of the few research firms on the Polish market, offers a complete set of research tools making it possible to examine a product or a service at every stage of its market life. GfK Polonia observes restrictive standards and is directed by ethics norms formulated and listed in ESOMAR code – European Society of Opinion and Marketing Research Professionals. GfK is a co-founder of PKJPA (Interviewers Quality Control Program) and holds PKJPA certificates. 12

13 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER General Terms of Business This offer is valid for three months from the day it was created Client has a right to use and process results of the study for internal use only GfK Polonia reserves the right to pass on the results to third parties, to process and distribute them without any consent of the Client The results of the study can be published only with the consent of GfK Polonia and with information about the data source Payments of the invoices are due within 14 days. GfK Polonia guarantees anonymousness to the respondents. Exceptions to this rule require additional agreements and an individual consent of each respondent. GfK Polonia assures that all the secret information obtained through the research process will be used solely for the sake of that particular research. 13

14 July 2007 GfK PoloniaCustom ResearchFashion in Poland 2007 – OFFER Łukasz Markiewicz Custom Research FMCG Research & Consulting GfK Polonia phone.: +48 022 43 41 455 E-mail: Lukasz.Markiewicz@gfk.comLukasz.Markiewicz@gfk.com In case of any question please contact: 14


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