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Introduction Kimberly-Clarke conducted a customer survey in order to get information from the potential customers. The purpose is to understand the market segments and related demographics. The memo will discuss complete information about the non-users of Huggies nappies. It will predict the reactions to each brochure and at last will make recommendations for Kimberly-Clarke.
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Demographic information Age Age Range Frequency Percent Under 18 18 - 25 26 - 30 31 - 35 Valid 36 - 40 41 - 45 46+ Total
16 142 71 49 18 2 2 300
5.3 47.3 23.7 16.3 6.0 .7 .7 100.0
Valid Cumulative Percent Percent 5.3 5.3 47.3 52.7 23.7 76.3 16.3 92.7 6.0 98.7 .7 99.3 .7 100.0 100.0
Age of the respondents was asked. On getting the responses, it was realized that majority of the participants were in the age group of 18-25 years. This group belongs to the younger generation. It means majority of the buyers of huggies and nappies belong to this age group. Marital status Marital Status Frequency Percent Single Married Valid Divorced Separated Total
130 158 7 5 300
43.3 52.7 2.3 1.7 100.0
Valid Cumulative Percent Percent 43.3 43.3 52.7 96.0 2.3 98.3 1.7 100.0 100.0
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After interpreting the findings it was realized that majority of the participants were married and single. It is evident from the fact that these type of products are purchased widely by single and married parents. Employment status
Employed Frequency Percent Yes, Part time Yes, Full time No, not employed Total
Valid Cumulative Percent Percent 25.0 25.0 31.3 56.3
75 94
25.0 31.3
131
43.7
43.7
300
100.0
100.0
100.0
Question was also asked related to employment status of the participants. On getting the responses it was observed that majority of the people were not employed. This is probably must be the effect of recession in UK.
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Education Education Frequency Percent Primary school Secondary school A-level Qualification or NVQ Valid Some undergraduate studies Undergraduate degree Post graduate studies Total
Valid Percent
2 40
.7 13.3
.7 13.3
Cumulative Percent .7 14.0
110
36.7
36.7
50.7
90
30.0
30.0
80.7
47 11 300
15.7 3.7 100.0
15.7 3.7 100.0
96.3 100.0
Education level of the participants was also checked. After getting the responses, it was realized that majority of the participants holds A-level Qualification or NVQ level of education. After that some were under-graduate and some have completed the secondary education.
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Ethnic
Ethnic Origin Frequency Percent White Black Asian Valid Mixed Other race Total Missing System Total
Valid Cumulative Percent Percent 71.6 71.6 15.7 87.3 9.7 97.0 1.3 98.3
214 47 29 4
71.3 15.7 9.7 1.3
5
1.7
1.7
299 1 300
99.7 .3 100.0
100.0
100.0
Origin of the people was also identified. After getting the responses it was realized that majority of the people belongs to white origin.
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Income Household Income Frequency Percent Under £15,000 £15,000 - £24,999 £25,000 - £34,999 Valid £35,000 - £49,999 £50,000 - £74,999 £75,000 or more Total Don't know or Refused Missing to answer Total
45 48 51 62 40 16 262
15.0 16.0 17.0 20.7 13.3 5.3 87.3
38
12.7
300
100.0
Valid Cumulative Percent Percent 17.2 17.2 18.3 35.5 19.5 55.0 23.7 78.6 15.3 93.9 6.1 100.0 100.0
The above table shows the income pattern of the participants. It can be seen that majority of the people holds a income under £35,000 - £49,999 group. Market segments Likely to Purchase Frequency Percent Definitely would purchase Probably would purchase Might or might not purchase Valid Probably would not purchase Definitely would not purchase Total
165 72 33 19 11 300
55.0 24.0 11.0 6.3 3.7 100.0
Valid Cumulative Percent Percent 55.0 55.0 24.0 79.0 11.0 90.0 6.3 96.3 3.7 100.0 100.0
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From the above findings it can be noticed that, most of the participants would like to purchase the brand of nappies. This suggests that products of Kimberly-Clark are quite popular among the people. It is evident from the fact that company has consistently focus on innovation and technology in making pampers and huggies. Customers are quite impressed by these two segments. Hence this new segment will definitely gain the attention of potential customers. Information is new and different
Information is New & Different Frequency Extremel y Very Somewha Valid t Slightly Not at all Total
Percent
Valid Percent
Cumulative Percent
26
8.7
8.7
8.7
78
26.0
26.0
34.7
88
29.3
29.3
64.0
41 67 300
13.7 22.3 100.0
13.7 22.3 100.0
77.7 100.0
Opinion of the potential customers towards the brochure was analyzed. After interpreting the information it was noticed that high number of respondents feel that information contained in the brochure is somewhat and very different and new for the consumers. It means KimberlyClark is coming up with yet another innovative product for babies. This means new segment of customers will definitely like the new product and would likely to purchase it.
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Appropriate Information Information is Appropriate Frequency Percent Very appropriate Somewhat appropriate Neither appropraite nor inappropriate Valid Somewhat inappropriate Very inappropriate Total Missing Don't know or Refused Total
Valid Cumulative Percent Percent 63.2 63.2 26.8 90.0
189 80
63.0 26.7
21
7.0
7.0
97.0
6 3 299 1 300
2.0 1.0 99.7 .3 100.0
2.0 1.0 100.0
99.0 100.0
The information contained in the brochure seems to very appropriate and right for the respondents. About 63% of the people responded that new brochure contains appropriate information for the users. It indicates that participants reacted positively towards the new brochure of Kimberly-Clark. THIS IS A SAMPLE REPORT BUY COMPLETE DOCUMENT TO SCORE A+ GRADE CONTACT US:
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Information believe Information is Believable Frequency Percent Extremely Very Somewhat Valid Not very Not at all Total Don't know or Missing Refused
91
30.3
155 47 3 3 299
51.7 15.7 1.0 1.0 99.7
1
.3
300
100.0
Valid Cumulative Percent Percent 30.4 30.4 51.8 15.7 1.0 1.0 100.0
82.3 98.0 99.0 100.0
Participants were asked about the surety of the information inside the brochure. High number of individuals responded that information in the brochure is believable for them. It reflects the trust of the people towards the brand Kimberly-Clark. It is evident from the fact that during the mid-eighties, the disposable nappy considered very wasteful and harmful for the society. At that time, company tried to soften the issue through its advertising and portrayed a good picture of a conscientious corporate citizen. It had established high amount of trust in the minds of the consumers towards the products of Kimberly-Clark.
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Skin sensitivity Skin Sensitivity Frequency Percent Very Somewha t Valid A little Not at all Total
Valid Cumulative Percent Percent 22.0 22.0
66
22.0
91
30.3
30.3
52.3
64 79 300
21.3 26.3 100.0
21.3 26.3 100.0
73.7 100.0
Here the respondents were asked how sensitive their child’s skin in the nappy area is. Mixed amount of responses were gathered from the participants. Majority of the participants feel that child’s skin is sensitive in the nappy area.
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Recommendation On the basis of the findings of the survey, it is recommended that Kimberly-Clarke must focus on launching their new product in the market. The new product will definitely gain the attention of potential customers because company has always focused on innovation and technology in making pampers and huggies. Further participants hold a positive approach towards the new brochure of Kimberly-Clark. They have always focused on the needs of their customers and this new product will increase their market share.
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