MARKETING RESEARCH ON THE ATTITUDES ABOUT TURBO SWIMWEAR.
The objective of this marketing research project is to find out if the attitudes of swimmers who own or use Turbo swimwear products are significantly better than the attitudes of swimmers who have never tried Turbo products. Three perceptions were identified to be of critical interest to Turbo in focus group research: quality, affordability, and the "speed" of the swimwear.
To address this issue, our research team plans to survey 150 swimmers across a variety of swimming participation groups: high school, summer league, and masters (50 each). We hope to be able to achieve a roughly equal distribution of subjects who have used/haven't used Turbo swimwear. We predict that swimmers who have used Turbo products will have a significantly better attitude towards Turbo products in terms of quality, affordability, and "speed" perceptions, compared to swimmers who had never used Turbo products. We also predict that high school swimmers will have the most negative attitude towards Turbo swimwear, since they want "fast" suits worn by elite swimmers. Furthermore, we predict that most swimmers who had heard of Turbo swimwear will have seen an advertisement for Turbo in one of the leading swimming magazines.
Based on these expected findings, we recommend that Turbo induce as much trial of its products as possible. Suggestions include free product giveaways, grab bag suits, joint ventures, coupons, and discounts. By allowing swimmers to experience Turbo products, the company should be able to improve customer attitudes about its products. These attitudinal improvements should in turn lead to increased sales. A secondary recommendation is to stress the benefit of custom dying to the high school market, where building team spirit is important. We also suggest that Turbo emphasize the three features of swimwear (quality, affordability, and "speed") in the company's advertising campaign, since these are the features focus group participants identified as important and this is where we predict swimmers become aware of Turbo swimwear.