Hanes men: Everyday comfort: A market research for Hanes Men innerwear of tupperware brands

Date of Publication

2011

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

This research seeks to determine the current status of Hanes men innerwear. It aims to ascertain the product attributes that male consumers consider most important to their innerwear. While doing the study, it also aims to identify the opportunities of Hanes in the Philippine market considering its declining market share.

Both quantitative and qualitative methods were utilized to attain the necessary answers to address the research objectives. Interviews were conducted and surveys were done to support and build a good output for this study. The research is limited to Tupperware Brands consumers and direct sellers located in Metro Manila. Survey questionnaires contain questions on the consumers Usage, Awareness and Image (UAI) and on the Tupperware Brands dealers habits and current selling experiences.

Product attributes of innerwear most important to the male respondents are comfort, durability and 100% cotton. Hanes has the highest brand satisfaction rating in durability. Among the brands currently in the market, the respondents placed Hanes 4th in brand familiarity.

Based on the findings of the research, recommendation are offered to explore new and innovative marketing approaches capitalizing on Hanes product attributes vis-a-vis the consumers buying behavior. Recommendations are also made on operational matter concerning dealers and inventory.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020468

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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