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MARKET RESEARCH
SURVEY RESULTS Singapore 2011
Number of
Respondents: 102
This survey is about a particular brand of
dress shoes.
Dress shoes are shoes worn at smart
casual or more formal events.
Examples of dress shoes are pumps,
slingbacks, loafers, mules, ballet flats,
sandals, high heeled shoes.
Introduction
What are the brands that come to your
mind when purchasing a pair of dress shoe? (List down as many as you can)
Q1:
30%
25%
15%
30%
Aldo Charles & Keith Nine West Others
Have you seen this brand (below) in the past 6 months?
Q2:
27%
73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No
About the brand…
Founded in 1971, Melissa is a global footwear brand originating from Brazil.
Melissa retails a wide selection of jelly shoes, bags, jewellery, and fragrances.
Its hallmark jelly shoes are made of patented Melflex™ plastic which is 100%
recyclable and conforms to your feet over time. Melissa boasts a panel of
world-renowned designers including Vivienne Westwood, Jean Paul Gaultier,
Judy Blame, Zaha Hadid, the Campana Brothers, Karim Rashid, J Maskrey
and Alexandre Herchcovitch. Melissa shoes retail at an average price range
of S$100 – 200, depending on design and type.
Below are some pictures of various Melissa shoe designs and Melissa advertisements:
How would you describe the brand Melissa? (List as many descriptions as you can)
Q3:
24%
19%
12% 5%
40%
Colourful Young Funky Jelly Others
How strongly do these words come to your
mind when you think of the brand Melissa?
Q4:
3.8
3.0 2.5
3.3 3.5 3.2
2.6 2.7
4.2
3.2 3.2
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
Who, in your opinion, are Melissa’s
top 3 closest competitors?
Q5:
Drag 3 brands into the box and rank them, with the 1st brand being the closest competitor.
1.5 1.8 1.8 1.7
1.9
2.4
2.0 1.9
2.4 2.5 2.6 2.6
0.0
1.0
2.0
3.0
Mean Rank
In Q5, you selected PEDDER RED as one of
Melissa's top 3 competitors. How strongly do
these words come to your mind when you
think of PEDDER RED?
Q6A:
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
3.4
2.1
3.7 3.7 3.2
2.3 2.8 2.6
3.4 3.3
4.0
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
In Q5, you selected JIMMY CHOO as one of
Melissa's top 3 competitors. How strongly do
these words come to your mind when you
think of JIMMY CHOO?
Q6B:
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
2.9
1.9
4.1 3.8 3.5
2.5 2.5 2.8
3.2 3.2
4.2
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
In Q5, you selected CROCS as one of Melissa's
top 3 competitors. How strongly do these
words come to your mind when you think of
CROCS?
Q6C:
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
3.1 3.5
2.0
2.7 3.1 2.8
2.5
3.2 3.7 3.6
2.3
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
In Q5, you selected ALDO as one of Melissa's
top 3 competitors. How strongly do these
words come to your mind when you think of
ALDO?
Q6D:
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
3.6
2.1
3.8 3.2
2.9
2.3 2.9
2.6 3.2 3.2
4.1
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
In Q5, you selected BATA as one of Melissa's
top 3 competitors. How strongly do these
words come to your mind when you think of
BATA?
Q6E:
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
2.0
3.8
1.8 2.0 1.8 1.8
3.8
1.9 2.0
3.4
2.1
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
In Q5, you selected PEDRO as one of Melissa's
top 3 competitors. How strongly do these
words come to your mind when you think of
PEDRO?
Q6F:
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
3.0
2.1
3.8 3.2
2.8 2.4
3.4
2.2 2.4
3.6 3.7
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
In Q5, you selected CHARLES & KEITH as one of
Melissa's top 3 competitors. How strongly do
these words come to your mind when you
think of CHARLES & KEITH?
Q6G:
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
3.6
2.4
3.4 2.8 2.8
2.4
3.6
2.5 2.9 2.8
3.6
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
In Q5, you selected IPANEMA as one of
Melissa's top 3 competitors. How strongly do
these words come to your mind when you
think of IPANEMA?
Q6H:
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
3.8
2.3 2.3 2.8 2.8 3.1 3.2
2.3
3.4 3.8
3.3
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
In Q5, you selected HAVAIANAS as one of
Melissa's top 3 competitors. How strongly do
these words come to your mind when you
think of HAVAIANAS?
Q6I:
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
4.1
2.5 2.6 2.8 2.9 2.9 2.8 2.4
4.0 4.0 3.5
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
In Q5, you selected PAZZION as one of
Melissa's top 3 competitors. How strongly do
these words come to your mind when you
think of PAZZION?
Q6j:
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
3.4
2.6
3.3 3.0
2.6 2.2
3.1 2.8 3.0
3.3 3.5
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
In Q5, you selected HUSH PUPPIES as one of
Melissa's top 3 competitors. How strongly do
these words come to your mind when you
think of HUSH PUPPIES?
Q6K:
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
2.4 2.9 2.9 2.8 2.6 2.8
3.1 2.5 2.4
4.0
2.7
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
In Q5, you selected MARISSA as one of
Melissa's top 3 competitors. How strongly do
these words come to your mind when you
think of MARISSA?
Q6l:
Please rate on a scale of 1 to 5, with 5 being the strongest and 1 the weakest.
3.5
2.5 2.9 2.9 2.8 2.6
3.0 2.4
2.9 2.9 2.9
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
How many pairs of dress shoes do you own?
Q7:
1%
16%
29%
21%
8%
26%
0%
5%
10%
15%
20%
25%
30%
35%
None 1-2 3-5 6-8 9-10 > 10
How often do you purchase dress shoes?
Q8:
4%
15%
28%
34%
10% 9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
2-3 Times
a Month
Once a
Month
Less than
Once a
Month
2-3 Times
a Year
Once a
year
Less than
once a
year
On average, how much do you spend on a pair of dress shoes?
Q9:
36%
51%
11%
1% 1% 0%
10%
20%
30%
40%
50%
60%
$0 - $50 $51 - $100 $101 - $200 $201 - $300 > $300
What factors do you consider when buying a
pair of dress shoes?
Q10:
61% 19%
17%
3%
Comfort Design Price Others
How important are the following factors to you
when buying a pair of dress shoes?
Q11:
Please rate on a scale of 1 to 5, with 5 being the most important and 1 the least important.
3.8
4.6 4.3
2.8
1.8 2.1
3.7
0.0
1.0
2.0
3.0
4.0
5.0
Average Rating
I am highly informed regarding the latest
trends.
Q12:
40%
60%
True False
I am more accepting of new trends. Q13:
77%
23%
True False
I love trying new things. Q14:
68%
32%
True False
I consider myself different from the rest. Q15:
62%
38%
True False
I give great thought into what I wear. Q16:
76%
24%
True False
I care a great deal about how others think of
me.
Q17:
63%
37%
True False
I am generally loyal to the brands that I like. Q18:
75%
25%
True False
On a scale of 1 to 5, how much do you like
Melissa shoes?
Q19:
2.6
0.0 1.0 2.0 3.0 4.0 5.0
Scale
Average Rating
Please rate on a scale of 1 to 5, with 5 being the highest and 1 being the least.
On a scale of 1 to 5, how likely will you be
buying Melissa shoes?
Q20:
Please rate on a scale of 1 to 5, with 5 being most likely and 1 being least likely.
2.3
0.0 1.0 2.0 3.0 4.0 5.0
Scale
Scale
Age Q21:
70%
30%
21-30 years old 31-40 years old
Occupation Q22:
68%
20%
12%
Students PMEBS Professionals
Income Q23:
18%
22%
15%
17%
21%
7%
0%
5%
10%
15%
20%
25%
$0 $1 - $500 $501-
$1000
$1001 -
$2000
$2001 -
$3000
> $3000
The end
