TOMS Dream Bag Series

(1) Introduction

The new product developed by my group is ‘Toms Dream Bag Series’. Our target customers’ age range is from 18 to 44 years old, and we divide it into 3 groups—18-24 years old, 25-34 years old, 35-44 years old. Next, I will focus on analyzing the attitudes/lifestyles information of customers from 18 to 24, and I further divide them into two groups: 18-24 employed, 18-24 not employed. Then, I use Simmons to do data analysis.

(2) Data description and interpretation

1. I like to keep up with the latest fashions.

As we can see from the green part of the table, the ‘Vertical %’ means of all those people 18-24 employed, 10.8% think it is important to keep up with the latest fashions. The ‘Horizontal %’ means of all those people who think it is important to keep up with the latest fashions, 10.6% are people 18-24 employed. The index means that 18-24 employed people are 50% more likely than the rest of the population to think it is important to keep up with the latest fashions.

As we can see from the orange part of the table, the ‘Vertical %’ means of all those people 18-24 not employed, 7.8% think it is important to keep up with the latest fashions. The ‘Horizontal %’ means of all those people who think it is important to keep up with the latest fashions, 5.0% are people 18-24 not employed. The index means that 18-24 not employed people are 9% more likely than the rest of the population to think it is important to keep up with the latest fashions.

2. I like to hear about new products and services via e-mail.

As we can see from the green part of the table, the ‘Vertical %’ means of all those people 18-24 employed, 8.9% like to hear about new products and services via e-mail. The ‘Horizontal %’ means of all those people who like to hear about new products and services via e-mail, 10.4% are people 18-24 employed. The index means that 18-24 employed people are 47% more likely than the rest of the population to like to hear about new products and services via e-mail.

As we can see from the orange part of the table, the ‘Vertical %’ means of all those people 18-24 not employed, 10.3% like to hear about new products and services via e-mail. The ‘Horizontal %’ means of all those people who like to hear about new products and services via e-mail, 7.8% are people 18-24 not employed. The index means that 18-24 not employed people are 69% more likely than the rest of the population to like to hear about new products and services via e-mail.

3. Because of a coupon, I’d be drawn to a store I normally don’t shop at.

As we can see from the green part of the table, the ‘Vertical %’ means of all those people 18-24 employed, 10.8% think because of a coupon, they’d be drawn to a store they normally don’t shop at. The ‘Horizontal %’ means of all those people who would be drawn to a store they normally don’t shop at because of a coupon, 9.2% are people 18-24 employed. The index means that 18-24 employed people are 30% more likely than the rest of the population to be drawn to a store they normally don’t shop at because of a coupon.

As we can see from the orange part of the table, the ‘Vertical %’ means of all those people 18-24 not employed, 11.4% think because of a coupon, they’d be drawn to a store they normally don’t shop at. The ‘Horizontal %’ means of all those people who would be drawn to a store they normally don’t shop at because of a coupon, 6.3% are people 18-24 not employed. The index means that 18-24 not employed people are 37% more likely than the rest of the population to be drawn to a store they normally don’t shop at because of a coupon.

4. I am doing more of my shopping of the internet than before.

As we can see from the green part of the table, the ‘Vertical %’ means of all those people 18-24 employed, 22.6% think they are doing more of their shopping of the internet than before. The ‘Horizontal %’ means of all those people who are doing more of their shopping of the internet than before, 7.9% are people 18-24 employed. The index means that 18-24 employed people are 12% more likely than the rest of the population to think they are doing more of their shopping of the internet than before.

As we can see from the orange part of the table, the ‘Vertical %’ means of all those people 18-24 not employed, 23.5% think they are doing more of their shopping of the internet than before. The ‘Horizontal %’ means of all those people who are doing more of their shopping of the internet than before, 5.3% are people 18-24 not employed. The index means that 18-24 not employed people are 16% more likely than the rest of the population to think they are doing more of their shopping of the internet than before.

5. I am more likely to buy products from companies that donate to charities.

As we can see from the green part of the table, the ‘Vertical %’ means of all those people 18-24 employed, 26.0% think they are more likely to buy products from companies that donate to charities. The ‘Horizontal %’ means of all those people who are more likely to buy products from companies that donate to charities, 7.1% are people 18-24 employed. The index means that 18-24 employed people are 0% more likely than the rest of the population to buy products from companies that donate to charities.

As we can see from the orange part of the table, the ‘Vertical %’ means of all those people 18-24 not employed, 23.3% think they are more likely to buy products from companies that donate to charities. The ‘Horizontal %’ means of all those people who are more likely to buy products from companies that donate to charities, 4.1% are people 18-24 not employed. The index means 18-24 not employed people are 10% less likely than the rest of the population to buy products from companies that donate to charities.

6. It is important to look attractive to others.

As we can see from the green part of the table, the ‘Vertical %’ means of all those people 18-24 employed, 19.7% think it is important to look attractive to others. The ‘Horizontal %’ means of all those people who think it is important to look attractive to others, 5.8% are people 18-24 employed. The index means that 18-24 employed people are 19% less likely than the rest of the population to think it is important to look attractive to others.

As we can see from the orange part of the table, the ‘Vertical %’ means of all those people 18-24 not employed, 19.1% think it is important to look attractive to others. The ‘Horizontal %’ means of all those people who think it is important to look attractive to others, 3.6% are people 18-24 not employed. The index means that 18-24 not employed people are 21% less likely than the rest of the population to think it is important to look attractive to others.

7. People have a responsibility to use recycled products whenever possible.

As we can see from the green part of the table, the ‘Vertical %’ means of all those people 18-24 employed, 25.9% think it is important for people to have a responsibility to use recycled products whenever possible. The ‘Horizontal %’ means of all those people who think it is important to have a responsibility to use recycled products whenever possible, 5.3% are people 18-24 employed. The index means that 18-24 employed people are 25% less likely than the rest of the population to think it is important to have a responsibility to use recycled products whenever possible.

As we can see from the orange part of the table, the ‘Vertical %’ means of all those people 18-24 not employed, 22.7% think it is important for people to have a responsibility to use recycled products whenever possible. The ‘Horizontal %’ means of all those people who think it is important to have a responsibility to use recycled products whenever possible, 3.0% are people 18-24 not employed. The index means that 18-24 not employed people are 35% less likely than the rest of the population to think it is important to have a responsibility to use recycled products whenever possible.

8. I rely on TV to keep me informed.

As we can see from the green part of the table, the ‘Vertical %’ means of all those people 18-24 employed, 6.0% think they rely on TV to keep them informed. The ‘Horizontal %’ means of all those people who rely on TV to keep them informed, 3.5% are people 18-24 employed. The index means that 18-24 employed people are 51% less likely than the rest of the population to rely on TV to keep them informed.

As we can see from the orange part of the table, the ‘Vertical %’ means of all those people 18-24 not employed, 9.4% think they rely on TV to keep them informed. The ‘Horizontal %’ means of all those people who rely on TV to keep them informed, 3.5% are people 18-24 not employed. The index means that 18-24 not employed people are 24% less likely than the rest of the population to rely on TV to keep them informed.

 (3) Prediction

1. 18-24 employed VS 18-24 unemployed

① People who are 18-24 employed are more likely to keep up with the latest fashions than those 18-24 not employed. Thus, maybe fashion elements can be embedded in the design of the Toms Dream Bag Series to make the bag look fashionable to cater to 18-24 employeed people’s needs.

② For both people 18-24 employed and not employed, they don’t rely on TV too much to keep them informed. And people 18-24 employed rely less on television for information than people 18-24 not employed. Therefore, when we promote our bags, we should advertise on different channels, not only on TV. Maybe we can also choose fashion magazines, social media, official websites and other channels.

2. Different attitudes/lifestyles of people 18-24 years old

① For people 18-24 years old, no matter whether they are employed, they don’t care whether they look attractive to others and whether to use recycled products whenever possible. Therefore, eco-friendly bags are not the focus of those people who are 18-24 years old. And they don’t mind whether they look attractive to others, so maybe they are looking for more practical bags that can hold more things.

② For people 18-24 years old, no matter whether they are employed, they like to hear about new products and services via e-mail. And also, because of a coupon, they’d be drawn to a store they normally don’t shop at. Therefore, it is a good choice to send a recommendation email to our customers when launching our new products. For potential customers, in order to push them to buy our products, we could use some promotion methods, such as issuing coupons or coupon codes, to stimulate the purchasing desire of this group of people.

(4) Summary

Through the use of Simmons for data analysis and prediction, we found that: (1) For the group of 18-24 years old, practicality may be their primary requirement. However, in particular, the 18-24 employed may hope more fashion elements in the design of the bag. (2) It is a good choice to send a recommendation email to our customers when launching our new products. Also, we could use some promotion methods, such as issuing coupons or coupon codes, to stimulate the purchasing desire of our potential customers. (3) We should advertise on different channels, like fashion magazines, social media, official websites, TV and other channels.

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