Research Background
- A French high-end shoe brand would like to understand deeper regarding Chinese customers’ attitudes and behaviors towards shoes made in France.
Research Methodology
- 10 Focus Group Discussions with each lasting around 3 hours
City Coverage
- Shanghai, Beijing and Chengdu
Target Audience
- Male and female aged 25-50 years old
- Monthly household income >50k RMB
- Regular buyers of premium shoes priced > 2,500 RMB of different brands
- At least buy 6 pair of shoes with above price range within one year
- Actively seeking fashion and brand information
Research Results
UniqueView accomplished the full-service job within 2 weeks – 1 week for the whole fielding process and the other week for reporting and translating. The research findings helped our client better understand Chinese customers in terms of:
- their behaviors and attitudes towards different shoe brands
- their perception towards shoes made in France
- potential useful marketing communication ideas