A Marketing research study on shirt buyers': Preference and behaviour

• Main Authors: Dumagat, Anne N., Hawson, Harry H., Mancilla, Grace Kelly S., Tuason, Shirley T.
• Format: text
• Language: English
• Published: Animo Repository 1994
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16891
• Institution: De La Salle University

Since 1987, Bench has grown to be a byword in the Philippine fashion industry. Through their signature model, Richard Gomez, Bench was able to epitomize the image of tasteful ruggedness. The image along with quality workmanship with comfortable pricing, plus the borrowed imported concept of a full men's line similar to Ralph Lauren's spells success for Bench. This study aimed to find out the different attributes that affect the consumer's preference and buying behaviour particularly Bench users, based on the result of intercept interviews made in the following malls: Cinerama, Glorietta, SM City, and SM Megamall. To achieve this, the researchers were assigned to interview 1,200 respondents (300 per area) in the said malls. From the 1200 respondents, 384 of them were randomly chosen. Results showed that Bench, Giordano and Penshoppe are the three top of the mind, most often purchased and most often bought brands of the consumers. The five most important factors that influence the consumers to buy a particular shirt area: design, colour, quality, comfort or fit and fabric. Moreover, consumers purchase T-shirts from department stores approximately four times a year with price ranging from P 151-250. Simple or plain designs are preferred with basic colours particularly blue, white, green, red, and black. Bench advertisement is also the most recalled advertisement particularly The Saddle followed by Four Acts of Love of Penshoppe. Concerning Bench shirts users, they are mostly single males aged 20 to 34 who are mostly students from non-exclusive schools and people who have blue and white collar jobs. From the Bench users' point of view, Bench is marketable because of its attractive designs, good quality and image which Richard Gomez epitomizes. While the post-purchase evaluations were satisfactory and good quality. Based on the findings, the researchers recommend that Bench should concentrate on the 20 to 34 age groups. The company should also come up with more shirt sizes and to have T-shirts with more basic colours and with simple or plain designs which are good quality. Outlets in department stores should also be given more attention. For the future researchers, a concentration on a particular topic should be done (e.g. UAI only) in order to make an in-depth and focused research for the company.