Project objective

In order to understand the online purchasing process of hair dryer products, an international technology corporation launched a study.

Methodology

Pre-recruited CLT online interview

Target cities

T1 (Shanghai), T2 (Fuzhou) and T3 Cities (Weifang and Deyang)

Sample size

N=600 (n=150 per city)

Key respondent criteria

  • Female aged 25-45
  • Purchased a brand of hair dryer product in the past 2 months ONLINE
  • Key decision maker
  • Middle to high income level locally (HHI > 15,000 in Shanghai, HHI > 8,000 in Fuzhou, and HHI > 4500 in Weifang and Deyang)

Key quality control methods applied

  • Provision of ID card with personal information
  • Provision of online transaction record after screening
  • Provision of receipt if purchased from some big online dealers
  • Provision of pictures of hair dryer in consistent with purchase record