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					 GfK Polonia       Custom Research   Fashion in Poland 2007 – OFFER   July 2007

                                       Fashion in Poland 2007

                  OFFER FOR SYNDICATED GfK Polonia REPORT



  Growth from Knowledge




GfK Polonia Sp. z o.o.
Research #118.497/ 2007
GfK Polonia         Custom Research             Fashion in Poland 2007 – OFFER                                                                    July 2007




                                               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 nam e 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.
GfK Polonia   Custom Research   Fashion in Poland 2007 – OFFER                           July 2007




  Information about the study
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SUBJECT:                         FASHION IN POLAND

FIELDWORK:                       1st wave:    28.08 – 02.09.1998        PAPI
                                 2nd wave:    03.11 – 08.11.2000        PAPI
                                 3rd wave:    22.02 – 27.02.2002        PAPI
                                 4th wave:    07.01 – 12.01.2005        CAPI
                                 5th wave:    08.06 – 12.06.2006        CAPI
                                 6th wave:    10.05 – 14.05.2007        CAPI
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.com
GfK Polonia   Custom Research   Fashion in Poland 2007 – OFFER                                    July 2007




  REPORT CONTENT (1/4)
                                                                                                               4
 REPORT „FASHION IN POLAND 2007‟ it‟s 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 Pole‟s attitudes towards

 this category in trends (1998/2000/2002/2005/2006/2007),

 • describes Pole‟s 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 shop‟s offer),

 • describes Pole‟s 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)
GfK Polonia   Custom Research    Fashion in Poland 2007 – OFFER                              July 2007




  REPORT CONTENT (2/4)
                                                                                                       5


 • 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
GfK Polonia   Custom Research   Fashion in Poland 2007 – OFFER                                   July 2007




  REPORT CONTENT (3/4)
                                                                                                             6




  •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.
 GfK Polonia   Custom Research   Fashion in Poland 2007 – OFFER                                    July 2007




   REPORT CONTENT (4/4)
                                                                                                           7



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 ATHLETE‟S 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
GfK Polonia   Custom Research     Fashion in Poland 2007 – OFFER                                      July 2007




  Report Price
                                                                                                              8


  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)
    GfK Polonia     Custom Research       Fashion in Poland 2007 – OFFER                                              July 2007




      Standards of Quality
                                                                                                                                 9


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 d‟Etude 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
GfK Polonia          Custom Research            Fashion in Poland 2007 – OFFER                                                                      July 2007




    Project Specific Quality Assurances
                                                                                                                                                             10
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 r esearch tools are
meticulously assessed by the qualified staff from the departments administering the research. Additionally, each research too l is tested in a pilot
research prior to launching the project

The chart below represents a single research-project quality control process:
                                                                       RESEARCHER +          RESEARCHER:                EDV:             FIELDWORK:
                                                                            IT +
                                                                        FIELDWORK             Ques tionnaire        Questionnaire        Ques tionnaire
                                                                          Terminarz             design              quality control      quality control

                                                                             EDV:            FIELDWORK:             FIELDWORK:           FIELDWORK:

                                                                         Sample design       Preparation of          Interviewer           Fieldwork
                                                                                             research tools            training


                                                                           QUALITY          RESEARCHER+                 EDV:                 EDV:
                                                                          CONTROL:              EDV:
                                                                          Interviewer        Questionnaire            Database          Coding and data
                                                                         quality control      des cription           preparation             entry


                                                                        RESEARCHER +              EDV:             FIELDWORK +          RESEARCHER:
                                                                             EDV:                                        EDV:
                                                                         Control of data     data s et control     data set cleaning      Distributions
                                                                              sets                                                          control

                                                                        RESEARCHER :              EDV:             RESEARCHER :         RESEARCHER
                                                                                                                                            +EDV:
                                                                         Report design       Preparation of         Tables control     Method description,
                                                                                             res ults tables                             results, charts


                                                                        RESEARCHER:         RESEARCHER +           RESEARCHER:          RESEARCHER:
                                                                                               ANALYST
                                                                         Data analysis      Statistical analysis   Recommendation           Results
                                                                            design                                                        presentation
GfK Polonia    Custom Research       Fashion in Poland 2007 – OFFER                                            July 2007




  Why GfK POLONIA?
                                                                                                                           11

   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
GfK Polonia     Custom Research       Fashion in Poland 2007 – OFFER                                               July 2007




  GfK POLONIA
                                                                                                                               12


   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.
GfK Polonia      Custom Research      Fashion in Poland 2007 – OFFER                                            July 2007




  General Terms of Business
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 •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 st udy 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.
GfK Polonia   Custom Research   Fashion in Poland 2007 – OFFER      July 2007




  In case of any question please contact:
                                                                            14




                                Łukasz Markiewicz
                                Custom Research
                                FMCG Research & Consulting
                                GfK Polonia
                                phone.: +48 022 43 41 455
                                E-mail: Lukasz.Markiewicz@gfk.com

				
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