Hawthorn Craft market Essay Example

age, family structure, or location within Hawthorn. The research is focused on determining how the market can enhance its profits in this region through the proposed move. The factors considered to aid in improving revenue include demographics, consumer behavior, and market accessibility. The findings from this research will guide us in developing solutions to enhance market revenue and improve publicity.

The research aims to achieve several goals: a) assessing the accessibility of the new location, b) examining the demographics of the target market, c) gathering consumer insights and innovative ideas for improving the market, and d) understanding the reasons behind customers' decision to shop or not to shop at Hawthorn. By utilizing secondary data collection methods, the census data proved invaluable in comprehensively analyzing how the surrounding areas' demographics impacted the sales at Hawthorn Craft Market.

The Hawthorn Craft Market is primarily influenced by age. To attract the largest age group in Hawthorne, which is between 25-29 years old, the market's products need to focus on this demographic. It is crucial for the products to appeal to both males and females since the gender distribution within this age range is evenly split. Nevertheless, selling baby items may not be as profitable due to a smaller number of couples with children compared to those without.

The use of focus groups is another research method that can be employed. Conducting focus group meetings allows for data collection regarding consumer preferences and perceptions of the Hawthorn market. By incorporating ideas sourced from these focus groups, we can enhance and ultimately increase market revenue. To select focus group participants, cluster sampling may be utilized, considering demographic information such as age groups, family

structure, or regions. Questionnaires can be employed to gather feedback on customer preferences and reasons for choosing to shop at Hawthorn Craft Market or elsewhere. Utilizing this approach will enable the council to develop strategies to attract those who typically shop elsewhere to visit the Hawthorn market in the future.

PART B

The research aims to assess the target market's demographics, evaluate the accessibility of the new location, generate ideas to enhance revenue and services at the Hawthorn Craft Market, and determine the reasons behind individuals' preferences to shop or not at the market. By conducting this research, the Hawthorn Craft Market can attract more customers by increasing their store's opening days to two or three times a week. Additionally, stocking more items that cater to the larger population, as indicated by the demographic data, will also benefit the market.

On the 2nd of September, a questionnaire will be conducted in the Atrium while the market is open. Customers will be provided with the questionnaires upon entry and can drop them off when leaving the Atrium. The questionnaires will be concise and include multiple choices to facilitate customers' response while they shop. The majority of questions will be closed-ended, requiring minimal explanation.

Questionnaire design. The questionnaire will consist of three parts: personal information, the main part, and open-ended questions for recommendations and comments. The first part will gather personal details such as gender, age, and address. The main part will include questions that aim to achieve the research objectives, such as preferences for shopping at Hawthorn Craft Market and reasons behind those preferences. The third part will involve open-ended questions to gather additional insights. By using this questionnaire, the

research aims to achieve most of its objectives through qualitative methods, ensuring that it is not based on speculation but rather functions as an indirect interview with the customer.

Bibliography

The citation for the book "Marketing Research" by Wiid, Jan, and Colin Diggines is: Lansdowne, Cape Town: Juta, 2009, Print.