Body Glove Thailand

Research Report

Prepared by: ICMK 317 students Prepared for: Marketing Research Subject

March 2013

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Table of Contents

List of Illustrations Executive Summary Introduction Research Objectives Methods of Research & Data Collection

Method of Collecting Data Secondary Data Primary Data

Observation Focus Group In-depth Interview

Data Collection Form Sampling Plan & Sample Size

Staffs of Body Glove Consumer

Safeguard to ensure against non-sampling error

Data Analysis and Result

Consumer Behavior Brand Awareness

Brand Equity Brand Elements Supporting Marketing Program Leverage of Secondary association

Limitations Conclusions & Recommendation Appendices

Non-Participant and Participant Observation Checklist Participant Observation Coding of Participant Observation

Lotus Salaya Central Ladprao MBK

Questions for In-depth Interview

4 5 6 7 9 9 10 11 11 12 13 13 14 15 15 17 18 18 21 23 24 25 26 33 35 38 38 40 40 40 41 42 43

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Questions for Staffs of Body Glove Questions for Consumer Questions for Managing Director of Body Glove

43 44 45 45 45 48 57 59 61

Coding for In-depth Interview

Staffs of Body Glove Consumer Managing Director of Body Glove

Focus Groups Guideline Coding Focus Group (6 participants)

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List of Illustrations

Table No. 1: Table No. 2: Table No. 3: Sampling Plan & Sample Size 6 in depth interview Type of participant, age, and purchase frequency in Focus group Shows that people are concern about design and brand too not just price and promotion Brand Recall of Body Glove for 6 respondents Evaluation of Brand Recognition for Body Glove Consumer Perception about Body Glove’s comparing to another water sport brands Perceptions of water sport wear in Thailand Main factors in Purchasing Water Sport Wear Products Consumer Perception: Weakness of Body Glove Consumer Redemption Advertisement of Body Glove’s Evaluation...