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Analysis

1 . Exec summary • Marketing Issue Introduce a new wig distributor to the Viennese market. • Purpose of Research Project The purpose of the study is to find out if there is potential growth for the wig business in Vienna, and the type of wigs are the most demanded.

• Method Major research will probably be focused on comprehending the needs and wishes of the major goal group- faith based Jewish girls, secondary exploration will be aimed at our placement against rivals on the Viennese market. Qualitative Research The goal of the qualitative research is to collect, analyze and interpret data by focus groups, which will also include samples from hairpiece collection figure out the personal preferences of our main target group. • Quantitative Research In our quantitative exploration the main aspect of consideration was the questionnaire we distributed in main community centers (Beit- Halevi, Judaism Heritage Center of Lauder Business University, Sephardic Hub and Key Synagogue of Vienna). • Qualitative examination This theme is mainly about analysis of the focus group and finding out the results from it, studying them. Quantitative data examination conclusion 6th With the response to our customer survey and the evaluations with other info, we were capable of reach correct results. • Final analysis and results After all the collected data as well as results, we have managed to find out the result of each of our research. • Conclusion and recommendations Right here we generate recommendations and a final bottom line on the wig demand in Vienna, choices of our main target group, how should certainly our service look like plus the growth potential of wig business market in The european countries in the role of new suppliers. Appendix A – Set of questions This appendix has the complete questionnaire, which will our respondents answered. • Appendix B – Questionnaire in Hebrew This appendix has the Hebrew questionnaire, which our participants answered. 2 . Statement of research purpose and target 2 . 1 . Marketing problem 2 . 1 . 1 . Advertising research Trouble: The purpose of this marketing research project is to find out whether the hairpiece business features any expansion potential in Vienna. We would like to find out who could be each of our immediate customers and who could be the potential customers.

We could looking to decide if we currently have any competition in this industry in Vienna and precisely what are the chances of there being further competition in the future. In addition , we will endeavour to figure out what is the market selling price for the 7 wig industry and adjust each of our products towards the market price. All of us aim to examine and learn how to make marketing research pertaining to the potential growth of the wig industry in Vienna. installment payments on your 1 . installment payments on your Marketing decision Problem: For our promoting research project, we want to unravel the question of whether or not the wig sector has any kind of growth potential in Vienna, Austria.

This question will need us to resolve more than one marketing question regarding this problem. Firstly, based on the current point out of our research we do not include any certain knowledge/information about the demand for wigs in Vienna, Austria, amidst different categories of customers. Secondly, we do not have concrete knowledge regarding each of our possible competitors in the hairpiece market. Moreover, as of the existing situation do not have any specific targets for the costs we would like to charge for our wigs and the tastes of our primary target group.. 2 . Purpose of research project In China there is a manufacturer of wigs referred to as ‘Sarah Wigs’, and we wish to be the distributors in Europe. The first landmark is Vienna, Austria. You want to conduct a great exploratory research first of all to be able to know the potential growth of the wig business in Vienna, Austria and then in case we get positive results- we will be capable to open up a chain of wig store throughout Europe and get revenue from this organization.

Research Questions we must answer: • • • How large scaled is market and with regard to our item? Who happen to be our prospective customers? How large is usually demand upon our item in Vienna? How can we discover out there grow older, gender, admiration of profits and their motivation to pay for each of our product? 8 • • • • • Exactly what the prices we ought to be charging pertaining to our wigs? Will it be successful for us? What are the main types of wigs preferred simply by Jewish faith based women living in Austria? Just how should our service look like? What could become the potential demand for wigs later on?

Who will be our competitors in a offered market and just how can we predict the level of sales we should expect over the following five years? 9 three or more. Research design and style and method 3. 1 ) Secondary study Before doing primary exploration we required to conduct secondary research. We all divided extra research in to three parts. First we might gather info from the internet (from blogs, web-sites, discussions) and try to analyze standard priorities, attributes and principles of Kosher wigs’ consumers who happen to be married orthodox Jewish women.

We realized it would be a fantastic challenge to learn precise and accurate information about the demand and uses amongst married orthodox Jewish women who are also Viennese residents in the worldwide web, however we knew that the info even if not 100% appropriate and even though certainly not going into much detail would be helpful for all of us to see what the demand for kosher wigs in Vienna is usually. We required to have enough understanding of kosher wigs’ consumers and about the rules and commitments according to the Legislation Halakha regulation.

We learned that the Halakha law is definitely the same for each and every married Orthodox Jewish woman, no matter of her host to residence, to protect one’s hair after getting married. Only after finding out several general info we would thin our exploration and specifically focus on consumer behavior in kosher wigs’ market in Vienna. We wish to gather info from old wig companies located in Vienna. However , once again because the discipline of research is very slim we had to research a lot as well as be very specific and accurate upon what our research concentrate on was.

That is why we chose to contact Jon Renau a global wig organization located in Vienna which provides kosher wigs/Sheitel with Kosher qualification under the Bedatz Hecksher in the Bais Noise of Rabbi Gross in Eretz Yisroel. Our third step should be to conduct a great experimental research in a offered wig organization and observe the natural consumer behavior during natural instances. Our primary research 15 question was to find out the current demand for kosher wigs in Vienna, Luxembourg at present.

All of us also desired to find out the functions of the most ideal and bought wigs (paying a close focus on quality, length, and type amongst other things). We all further wanted to find out what is the average selling price consumers are willing to pay for kosher wigs. The main advantage of this kind of supplementary research was that we would have the ability to gain reliable data by an old company and we would be able to utilize this data statistics to cover the future when it comes to our company. First as planned we obtained information from internet web-sites and blogs regarding Kosher wigs.

We wanted first to determine what is the principal concern for any married orthodox Jewish woman wearing a hairpiece. As we found the main matter for customers is to have the certified resistant that the wigs are manufactured below rabbinic direction according to Halakha regulation and that the wigs do not have any Of india hair in them. We all also wanted to find out the typical attitude of your married orthodox Jewish girl towards wigs and correspondingly her readiness to pay for it. As we found Jewish ladies don’t discover wigs as a luxury but since a need and requirement required by the Jewish faith.

For this reason Legislation women avoid find wigs as a extravagance but as a pure obligation and need to properly see their religious beliefs. For this reason their particular average motivation to pay for organic wigs is usually high and average runs from 900-1200 Euros. After secondary study would be accumulated from the internet all of us decided to execute secondary exploration from real businesses, from an already experienced hairpiece company situated in Vienna which specifically focuses on providing kosher wigs to married orthodox Jewish females living in Vienna. Taking into consideration each one of these facts we all chose the Jon Renau business.

Jon Renau is a family run business that has become an international leading manufacturer of wigs, hairpieces, hair improvements and h?r forl?ngelse. We visited of the eleven main rep offices of Jon Renau, which is located in Vienna. We contacted Claire, the store administrator, through his Rabbi- Rabbi Wolf and asked the next questions: 1 . What percentages of your total sales are definitely the sales of kosher wigs? Andrew informed us the next: “When we were opening representative office in Vienna we all thought that with regard to specifically Kosher Wigs wouldn’t be excessive taking thought the small human population of Legislation married women in Vienna.

However currently according to our analysis on average 200-300 wigs are sold month to month to people moving into Vienna out of which approximately 30 happen to be Kosher wigs. On Average it’s 10 % of the income and considering the tiny population demand turns out to be substantial. ” 2 . What the typically desired features of the acquired wigs are? Andrew declared that it is very hard to answer this question because even with this narrow field taste is extremely different. Nevertheless , he declared that 60% of girls purchasing kosher wigs favor European normal hair, and the favorite shades are grayscale brown. several.

What is the standard price a married orthodox Jewish female is offering for a hairpiece? According for their statistics normally women are going to pay 800 Euros and more, depending on the type of hair used, length, color and where the hairpiece was manufactured. 3. installment payments on your Qualitative research , concentrate group three or more. 1 . 1 ) General All of us conducted a single focus group to collect our qualitative study data. There are eight ladies who attended and took portion in the focus group. The focus group was recorded and consisted of a number of open-ended concerns. 3. 1 . 1 . 1 ) Group assortment The selection of the members was based on the subsequent criterion: doze • •

Gender, all of them had to be girls Age, we wanted to have a variety of ages. Nearly anything from 18 years old to 75 years old. • • • Faith, they all had to be orthodox Jews City of home, they all needed to be Viennese residence English audio speakers, as we can conduct major group in English thus all individuals have to speak English. several. 1 . installment payments on your Place As a result of a lack of budget, we had being quite rigid with our expenditure costs and so decided to limit the cost expenditures for the conduction with the focus group to an amount of at most €500. This meant that we could spend approximately €200 on a place to hold the event in the focus group.

Knowing that all of the women who could attend major group can be married orthodox Jewish women, we had to pick a modest (not as well fancy) place where we could provide kosher refreshments. Consequently, we conducted the focus group in the Lauder Business School Mensa, exactly where we offered light drinks and carbonated drinks. 3. 1 ) 2 . 1 . Asked inquiries The majority of the queries asked were open-ended questions. This will allow our participants to voice their particular opinion and also have discussions with us and the various other members engaging. We will be asking the following question during the focus group. 1 .

Tell us a little bit regarding yourself? 2 . How a large number of wigs do you have and how frequently do you put them on? 3. What is the preferred colour of a wig? Why is it favored? 4. So what do you consider a brand new wig and what types of hair do you like to your wig? 13 5. Wherever do you usually purchase a wig, and for what reason? 6. What is the average price you will be paying for a wig and what impacts your decision? 7. Will the fact that the company is definitely donating 10% of the revenues to a charitable organization affect your getting decision? almost eight. Which wig from our samples did you want the most, and which the least. Explain how come? 9.

Will you consider buying a wig coming from us- ‘Sarah Wigs’ in the foreseeable future, and if just how much would you pay for this kind of. 3. several. Sampling prepare In the beginning with the project we faced a conclusion upon what sampling strategies to use. All of us decided to use cluster sampling (probability samples) for our questionnaire and convenience sample (nonprobability samples) for our focus group. Cluster sample: this type of sampling first divides the targeted population into subpopulations. We-took our Viennese Jewish inhabitants and divided it into three subpopulations where i was mostly more likely to encounter orthodox Jewish hitched women.

All of us divided each of our population into the following subpopulations: • • Jewish ethno groups , according to synagogues Judaism schools in Vienna , where moms pick youngsters up Comfort sampling: this form of testing obtains a sample from practical elements. Therefore participants will be selected since they fit the criterion of people people who we all seek to get information via. We employed this form of sampling to get our focus group and approached the women in places where we know they may be most likely to be orthodox Jewish committed women. 13 3. some.

Data collection instrument To answer the main queries we had inside our project proposal plan we came up with a questionnaire and a list of queries for each of our focus group. These queries had to solution our 4 main queries from the pitch but specially in further more depth. Each of our four key questions inside the project proposal were the following: 1 . Whom are the potential customers? installment payments on your What is the latest demand for wigs in Vienna, Austria? several. What are the values we should be charging for each of our wigs? 4. What could become the potential demand for our wigs in the future?

All of us conducted a questionnaire to resolve these concerns in more interesting depth and detail. The purpose of the questionnaire was to answer this questions: 1 . Do you reside in Vienna? This will answer the questions about roughly how many customer we may have in Vienna, as we is going to open each of our store in Vienna. 2 . What is your grow older? This will be helpful for our general information regarding our potential customer. 3. Which will ethno faith based group will you belong to? This will answer our question with what ethno groups are residing in Vienna of course, if these ethno groups will be the ones who pay much emphasis towards the wig using Halakha rules.. Which activity do you participate in? This will solution our problem about what avenues of Judaism do those potential customer who have are residing in Vienna participate in and if these Jewish avenues are the ones who spend much emphasis to the hairpiece wearing Halakha law. a few. Have you at any time used a wig? 12-15 6. Really want to? These two queries above allows us to verify that this individual is a potential customer for people. 7. Do you own a wig? 8. Obtain? These two inquiries above allows us to learn which people are potential clients and which are not. 9. How many wigs do you own?

This will allow us to possess a rough calculate of what the demand for wigs will be. twelve. How often do you purchase a new wig? Want answer the question of what is the frequency by which these females purchase new wigs. 14. How often will you use wigs? Here we will be able to see who will be a more frequent client and who will be an occasional customer, as a woman who will tell us that she uses her hairpiece on a daily basis can be one who probably will purchase fresh wigs more often, whilst a lady who tells us that the girl rarely uses her wigs is one that is less probably a regular potential customer of ours. 2 . What colour of wig do you prefer? This will solution our problem regarding the personal preferences in the shades of wigs that our customers will have. We are able to really know what colors are most favorable amongst our possible client group and so assist all of us in knowing what products we ought to supply and more or fewer in what amounts. 13. What kind of hair do you prefer? 16 Similarly, this will solution our query regarding the preferences in the type of hair for the wigs our potential customers would like.

We will be able to know what type of hair is most good amongst our potential customer group and thus support us in knowing what type of hair wigs we have to supply and even more or significantly less in what amounts. 14. What types of wigs will you mostly individual? This problem will once more give us further in-depth regarding the preferences with the types and styles of wigs that our customers like the most and will help us in knowing what wigs we should supply at each of our store, when opened. 15. What is a normal price of your currently possessed wigs? ( in €) This query will allow us to know the typical price we have to charge intended for our typical wig. six. What is your net family annual income( in €) This will further provide us with insight regarding the abilities of our potential customers. We are able to find roughly what socioeconomic group we are working with and thus adapt the products we all supply accordingly. 17. Wherever did you get these wigs? This query will allow us to see who also our main competitors will be which will allow us to further investigate and after investigation prepare a means to provide our prospective customers greater satisfaction than that they currently comes from our competitors. 18. Did you ever hear of our organization?

This query will allow all of us to see how many of the prospective customers know about us and about the service all of us plan on providing. It will allow us to see how much advertising we need to do, where and whom. nineteen. Where performed you hear about this? 17 This permits us to determine in which places we are previously known and which places we are not known. 20. Will the fact that a company is definitely donating tithe from every single sold wig influence the purchasing decision? This problem will response a few matters of interest that we get in finding out. • First of all, it will give to us further complex into the way we need to carry out our advertising campaign. Secondly, it will eventually allow all of us to promote yourself to our potential clients and future potential customers by simply creating a picture of our business, as a firm who does charity work etc and so forth. 21. What will you expect from the new hairpiece? This will response our query of exactly what the main objectives our potential customers have coming from purchasing a wig and thus let us in order to meet these criterions. The purpose of the focus group was going to answer the next questions: 1 . Tell us a bit about yourself? Find out a lot more about our potential customers, find some more understanding to their personal life, faith based life, etc .

Get regarding what ethno religious group do that they belong, what religious stream do they will fellow and so on and so forth. This will likely answer each of our question by what ethno organizations are residing in Vienna and if these ethno groups will be the ones who pay very much emphasis towards the wig putting on Halakha rules. 2 . How many wigs do you own and just how often do you really wear them? Here we will be able to observe who will certainly be a more regular customer and who will be an occasional customer, as a woman who will show that she uses her wig every day is individual who is likely to purchase new wigs more frequently, even though a woman whom tells us that 8 the lady rarely uses her wigs is one that is less probably a frequent potential customer of ours. (We acknowledge the simple fact that distinct ethno religious groups will vary frequency utilization, part of the period they may have on a hairpiece and portion of the time they could use headgears) With regards to the section of the question concerning the quantity of wigs they personal, this will allow us to have a hard estimate of what the demand for wigs will probably be. We is likewise able to view the frequency by which these females purchase new wigs. 3. What is your favored color of a wig?

What makes it preferred? This will likely answer each of our question regarding the preferences in the colors of wigs which our potential customers include. We will also be able to make information about actual reasons of the preferences of your main target group. This will likely assist us in understanding what products we have to supply and more or significantly less in what amounts. 4. What do you consider to become good quality wig and what kinds of hair do you like for your wig? This will allow us to have additional insight relating to what top quality are our potential customer trying to find when getting their wigs.

What qualifying criterion do each of our wigs need to meet to make certain that they consider it to be a good quality wig. With regards to the second part of the query this will help us to understand the preferences inside the type of hair generally demanded. 5. Where do you really purchase the wigs? Please specify the name of the store, the name of the website, the name of the magazine, or perhaps the name in the factory coming from where you purchase it, and why? This will likely give us info on who the main competition are and what competitive advantages do they have. 10.

Precisely what is the average cost you will be paying for a wig and what impacts your decision? 19 This will give to us insight by what are the prices our potential customers are willing to pay money for a hairpiece and thus will permit us to adjust our prices accordingly. 6th. Will the reality the company can be donating 10% of its revenues into a charitable organization affect your purchasing decision? This kind of question is going to answer a few matters appealing that we have in finding out. • Firstly, it is going to give us additional in-depth into how we have to conduct our marketing campaign. Second, it will enable us in promoting ourselves to our potential customers and future potential clients by creating an image of our company, like a company who charitable work and so on and so forth. 7. Which wig performed you like one of the most and which of the wigs did you like the least? Please, explain for what reason. After rendering the test wigs to the focus group members, we all will able to have an improved understanding of the priorities each of our target group has. almost 8. Would you consider buying a hairpiece from all of us (Sara’s Wigs) in the future and if so how very much would you purchase this hairpiece?

This will show us how many potential customers we in actuality possess. This will give us insight as to what are the prices our prospective customers are willing to spend on a wig and thus will permit us to modify our costs accordingly. The last two queries were provided to our participants after having shown the sample of your wigs. a few. 5. Trial and error research The main purpose of each of our experimental study was to notice consumer patterns and find out in the event the kosher wig market business is lucrative in Vienna. Thanks to the Jon Renau twenty

Company and the extremely kind store supervisor, Andrew i was able to carry out this try things out for one month. Our experiment was of such a nature: • For one month we noticed consumer habit with which we were able to answer following queries:? On average how many kosher wigs are sold in a month? What are common monthly income that the company makes? What wigs do customers like best? What wigs carry out customers like least? We observed that out of 280 wigs sold in the month twenty seven were kosher wigs. The profits made from these 27 wigs amounted to 24, 500 Euros. 8 wigs purchased were Western manufactured types, and most preferred colors were black, brown and jaunatre. Surprisingly to us one of the most desired period of wigs was short and customer age range ranged between 23-50 years of age. This experiment was extremely advantageous to all of us as we could observe client behavior within a natural environment without the artificial inquiries to which persons had to think and answer theoretically. several. 6. Data collection and data entrance In order to make more in-depth marketing analysis we had to do secondary study as well as primary research.

Second research was divided in two parts. • Initially we searched for general info and opinion about what are the main concerns and characteristics of Kosher wigs in Internet (from blogs and web-sites) • Only after that we concentrated our study and dedicated to one particular company who sells kosher wigs in Vienna. After secondary research we conducted primary analysis and also divided it in to two parts, qualitative and quantitative. We conducted emphasis groups where we employed non- twenty-one representative (convenience sample).

All of us specifically select married Legislation orthodox ladies who would go over their views and worries and give all of us sufficient details to help us see the actual demand for kosher wigs in Vienna, Austria is. In quantitative study we used cluster sampling. In our exploration we utilized the following types of research methods: • Secondary exploration? Information gathering from already existing sources? Experimental research • Primary research? Survey? Focus Group 22 4. Data analysis and results four. 1 . Qualitative data analysis , effects • Do they offer a demand for a brand new wig retail store in Vienna?

According to our focus group we have seen that our key target group, Jewish spiritual women happen to be greatly thinking about a new hairpiece distributor in Vienna. Because covering their head in Jewish faith is equally – a Torah commandment and a tradition, the percentage of women wearing wigs is very excessive among all Judaism religious girls, namely Ashkenazi Jews and several Sephardic. As an example, after performing a focus group we understood that a lot of different aged girls are ready to order wigs for themselves and their children, cousins, and sisters, and so forth and that there is a demand for a shop offering kosher certified wigs. However , the exceptional instances comprised low- class females, which believed our prices to be too high. Low-class girls thought to become alarmed for a new wig supplier in Vienna, they failed to like our price ranges and claimed that you have already shops offering wigs, and additionally it is cheap to order wigs on-line. Even following suggesting we would like our price to feature 10% “mesuda”- donations to poor children and orphanages, they were not really willing to pay €1200 for a wig, a price of wig recharged by the suppliers, the organization ‘Sarah Wigs’ in China and tiawan.

We clarify it with two causes. First of all, contributions are essential in Legislation religion, and a person should anyway donate 10% of his income to charity, and so there is no need pertaining to our advice to those people who find themselves scarce of monetary resources. Secondly, religious life can be sometimes expensive, including larger costs upon kosher meals, maintenance of a whole lot of children, costs on holiday accommodation in the Judaism districts. Therefore , low-class family members cannot afford getting a wig with this price. Even so after watching sample wigs we provided they arranged the quality to be 23 ood, and confessed they would like to acquire such sort of a wig as a present. Since the target group is in the beginning middle-class and wealthy women it would be an issue assessing these people. Surprisingly, all of us found out what sort of service each of our potential customers want to experience. To be able to understand the psychology of these ladies, we should appearance inside the practices and rules of your life according where these people have been living nearly for 6000 years. They may be very modest and extremely old-fashioned. While the dialogue they complained about the possible lack of privacy inside the wig stores.

For instance, some of them consider exhibiting their hair between other ladies as some thing of an immodest behavior. Thus one of their wishes was going to have a private service within a wig retail store, where that they could feel comfortable and make an effort all the selection of wigs. Even so some of them did not have problems with testing out wigs within a common hall. General reception of our test wigs was very great. Independently with the age, annual rent and ethno religious group, they enjoyed the quality of our wigs. They will liked the kind of hair used, how naturally they seemed, and the method they are manufactured, the material employed inside.

To summarize, our emphasis group plus the reaction to the samples provided indicate there is a demand to get a new hairpiece distributor in Vienna, supplying one-to-one services. • Precisely what is the average era consumption on the market? And how much they are offering? We referred to our key target group as Jewish religious ladies, but who may be considered to be a lady in a Judaism religion. Is there any specific age once girls become women, and start covering their very own heads? Following an extensive research conducted in our focus on group, we found out this may not be about a particular age.

For instance, a girl becomes a woman after getting married, and since she is committed covering her head is usually obligatory. Consequently , the average age group consumption intended for 24 each of our product is 18 , 82, as 18 is considered the allowed age to get married in Judaism (YAAKOV, 2006) and 82 is a average associated with death over the world in Austria (Pavlov, d. d. ). Due to this fact, girls of different age range participated in our focus groupings. We found that the demand for our merchandise didn’t rely upon the age, but instead on the income and cultural level of the family of this woman.

Each of our first focus group mostly consisted of girls of a middle section and high quality, with annual income higher than €20, 000. They were very surprised with the rates we provided for our wigs. Whenever we showed all of them our test wigs, we were holding willing to pay much more than €1500. Our second group was quite intensive about pricing, and said their particular purchase decision depends very on the functions of their purchase. For instance, many women have more than one wig. Purchasing a fresh wig for any special occasion, celebration or holiday break is very popular.

Consequently , they were ready to pay more for a holiday wig. Any occasion wig may be the one usually with a normal hair, hand crafted and ideally a long one particular. Moreover, the very fact that we are going to donate 10% of each hairpiece bought to charity was perceived incredibly positively by simply women of middle and high class. To put it briefly, we realized that for all the women the cost is mostly associated with the hair type we use in our wigs, whether it is handmade, and its openness to be put on. Surprisingly, all of us found out interesting moment within a consumer patterns of our primary target group.

When a girl comes into a shop, she would like to see the final product, the wig ready-to-wear, which should be simply adjusted with small details. • Which usually preferences perform our clients have typically? We discovered two key preferences the target group has according to the length of the hairpiece and also the type/quality of the wig. 25 Surprisingly it was the alternative of whatever we were planning on. We were certain the younger generation would choose somewhat popular and for a longer time wigs than the older generation (that would rather choose stricter and shorter wigs).

However what we noticed is that the younger girls prefer the rigid and middle-length wig because they are going to become married or simply have been committed and they are continue to very anxious about the idea of a wig, this is behind it (that a woman will need to show her human hair only to her husband as the hair is definitely a sensual thing). But the older women are more inclined to purchase much longer wigs with different haircuts because they would like to pioneer with their style. For instance, they will ate tired of the same photo all their lifestyle.

About the kind and the quality of the wig almost every girl in our target groups decided that it needs to be handmade and only natural curly hair. The style of the wig that they prefer was quite different, nevertheless women had been opened for innovations. Mainly all ladies are familiar with wearing a hairpiece with a bang, for it appears to be more natural. But at present we are moving into the 21st century, there are more innovations jointly passing day- women are expecting their fresh wig to look normal without a boom. Moreover, area of the women i visited first hesitating about Cookware hair we use nevertheless after we gave all of them our sample wigs for a trial, they will changed all their opinions.

To be able to further build a positive picture of our company, we should think about some women- community events in which we will be capable of demonstrate wigs to women who are still hesitating about the caliber of the Cookware hair. • How the service should certainly look like? Relating to our focus group all of us came to a lot of conclusions based on the service we have to provide to our customers. On the one hand, our main goal is to ensure that our store doesn’t contradict to any Torah commandments, Judaism laws and traditions.

The first as well as the most important point for us would be to ensure that every wigs will be kosher, that they can don’t contain 26 American indian hair. Almost all women arranged that lack of kosher license on the wigs would impact their purchase decision tremendously (they will not purchase it). The next thing should be to provide exclusive room for females who tend not to feel comfortable seeking wigs inside the common corridor. For instance, a few of the women consider showing their particular natural curly hair even to other women immodest. The staff members can also be only feminine, in order for every one of the women to feel practical.

On the other hand, each of our target group will not only be satisfied with a purchase of any good quality hairpiece. They how to start how to treat their wigs in order for them to remain in the same shape they were bought. The women lamented a lot about the “Internet shopping”, they will felt staying left alone after purchasing the wig. Therefore we will introduce the “buy and stay” strategy. We will give you a ‘beauty salon’ service that will be specializing in taking care of wigs. ‘Sarah wigs’ will send one among their employees that will be accountable for this specific service.

Right after the women chose a wig from our range, the hair dresser will change it to her head. Afterwards a woman will be able to deliver her wig for a rinse, restyling, or any type of other essential procedure. Obviously the prices pertaining to the women, which usually purchased our wigs will probably be significantly lowered. With the help of this salon we will make the customers experience more secure. They will know that our company is nearby and able to help with any difficulty that might arise. In addition we all decided to offer a 3-5 years guaranty for our wigs (the number of years will depend on the precise wig).

You want to do so mainly because we see the scarcity of trust between our goal group. some. 2 . Quantitative analysis and results With this data collection we received answers to our research questions. The following information is the research of our customer survey: 27 • Question one particular: With the collected data we identified the percentage of women who are living in Vienna. Since it seen in Desk 1 and Figure one particular, 97% reside currently in Vienna, and 3% aren’t. Do you live in Vienna? Rate of recurrence Vienna Valid not in Vienna Total 243 7 250 Percent 97 a few 100 Table 1: surviving in Vienna

Physique 1: percentage of people who are in Vienna twenty-eight • Query 2 Inside the following graph you can see the distribution with the responders by age: 15-25 years11%, 26-35 years- 20%, 36-45 years- 33% (the majority), 46-55 years- 22%, 56-65 years7%, 65+ years- 5%. With this information we can determine our target group, to which all of us will address our products. What is your age? Frequency 15-25 26-35 36-45 Valid 46-55 56-65 55+ Total Lacking Total Program 28 60 81 54 18 12 243 7 250 Percent 11 twenty 32 twenty two 7 5 97 a few 100 Table 2: age of respondents Determine 2: regarding respondents twenty nine • Issue 3:

From this question all of us determined to which ethnicity group each surveys takers belongs. Ethnicity group decides the practices, and after- the different goes in the Judaism, to which the religious women belong. For every single ethnicity group there is different traditions regarding the usage of the wig. Because seen in the table as well as the figure under, there is a significant majority- 70% of Ashkenazi women, and 27% of Sephardic women. Which ethno religious group do you are part of? Frequency Ashkenazy Valid Sephardic Total Absent Total System 176 67 243 7 250 Percent 70 27 97 several 100 Stand 3: the ethno religious groups of respondents

Figure 3: the ethno religious sets of respondents 40 • Issue 4: In this question we all found the breakdown in the different actions of Judaism regarding the girls in Vienna. As observed in the table, there is a huge majority of females that participate in the Chabad- 70%. In that case, the Gur movement with only 8%, Lithaim- 6%, Reform- 5% and Others8%. Which movement do you participate in? Frequency Chabad Gur Valid Lithaim Change Other Total Missing Total System 176 20 14 13 20 243 7 250 Percent 70 eight 6 five 8 ninety-seven 3 90 Table four: To which movements the participants belong Determine 4: To which movement the respondents belong 1 • Question your five Comparison of amount of wigs owned and age of participants. In the next table all of us compared both variables, age and range of total wigs owned. Virtually all women among ages 26-55 own 3-5 wigs (age 26-35: 11%, age 36-45: 30%, 4655: 10%). Just how many wigs do you own? What is their age? Count What is your age group? 15-25 1-2 How various wigs do you own? 3-5 5+ Total 12% 0% 0% 12% 26-35 8% 11% 1% 21% 36-45 1% 30% 2% 33% 46-55 5% 10% 8% 32% 56-65 0% 0% 7% 7% 65+ 0% 0% 5% five per cent 26% 51% 23% fully Total Stand 5: Comparison of age and number of total wigs possessed

Figure 5: Comparison of era and volume of total wigs owned 32 • Problem 6 In the following question we in comparison the consistency of purchasing wigs and the net annual income inside the family of over. 30% of girls that have twenty, 000-29, 1000 euro annual rent are purchasing a new hairpiece once in 5 years (the most of that segment), the majority of the group of 30, 000- 39, 000 euro income- 16%, is usually purchasing a new wig when in 2-5 years, and lots of of the group which includes 40, 000-49, 000 european income, and 50, 000+ euro cash flow purchases a fresh wig once a year (5% and 3%). When do you buy a new hairpiece?

What is your net family total annual income( in€) What is your net family twelve-monthly income( in€) less that 10, 500 10, 00019, 000 20, 000 up to 29, 000 once a year How often do you purchase a fresh wig? once in 2-5 years once in five years+ Total % of Total 1% 24% 42% 21% 9% 3% completely % of Total 1% 18% thirty percent 4% 0% 0% 54% % of Total % of Total 0% 0% 0% 1% 5% 3% 9% 31, 00039, 500 40, 00049, 000 55, 000+ Total 0% 6% 12% 16% 3% 0% 37% Table 6: Comparison of frequency of having wigs and net annual income 33 Figure 6: A comparison of frequency of having wigs and net annual income Question 7: • From this table all of us measured the preference of wig colours.

The majority of the women prefer dark-colored (39%) and brown hues (35%), 16% prefer blond wigs, and a small percent of 4% prefer greyish hair, and 2% for red curly hair. What colour of a hairpiece do you prefer? Rate of recurrence black darkish Valid blond red gray Total Absent Total Program 98 87 41 6th 11 243 7 250 Percent 39 35 sixteen 2 4 97 3 100 Desk 7: Inclination of wig color 34 Figure 7: Preference of wig color • Query 8: In this question all of us measured the percentage of respondents that prefer Asian or European frizzy hair. The majority (61%) prefers Asian hair, when 36% favors European frizzy hair. Which type of hair you prefer?

Frequency Asian Valid Euro Total Absent Total System 153 80 243 six 250 Percent 61 thirty-six 97 several 100 Stand 8: Which in turn hair type do you prefer? 35 Determine 8: Which in turn hair type you prefer? • Query 9: Below we identified the percentage of respondents that prefers stock made wigs or handmade wigs. The majority (62%) likes handmade wigs, when 35% prefers manufacturer made wigs. What types of wigs do you mostly own? Frequency handmade Valid factory built Total Absent Total System 155 88 243 7 250 Percent 62 thirty-five 97 3 100 Stand 9: Preferable type of hairpiece 36 Number 9: More suitable type of wig • Query 10:

This table displays the better price in the everyday wig for the respondents. As seen, the majority of women will be buying the hairpiece for 401-600 euro (60%), 22% prefer to buy all their wig to get 250-400 european, the small number of 6%, will pay 601-1500 european, and 8% will pay 1501+. Average selling price of an day-to-day wig Regularity 250-400 401-600 Valid 601-1500 1501+ Total Missing Total System 56 151 of sixteen 20 243 7 two hundred fifty Percent twenty-two 60 6 8 97 3 100 Table twelve: average value of everyday hairpiece 37 Number 10: common price of everyday wig • Question 10: This desk illustrates the preferable cost of the vacation wig intended for the participants.

As noticed in the stand, the majority will pay 1001-2000 pound per one holiday hairpiece (70%), 17% will pay 600-1000 eur0, in support of 11% will probably pay 2001+ euro per wig. Average price of a vacation wig Consistency 600-1000 Valid 1001-2000 2001+ Total Absent Total Program 42 174 27 243 7 two hundred fifity Percent 18 70 11 97 three or more 100 Table 11: Average price of holiday hairpiece 38 Figure 11: Average price of holiday hairpiece • Issue 12: This table illustrates where the most the participants buy their wigs. There may be almost the same deviation between 3 retailers (32%- Magic hair group, 38%- Michaela Nagler, 27%- Stupnig Keg), and only 1% are buying in E-shops.

Where performed you buy these types of wigs? Rate of recurrence Magic frizzy hair team Michaela Nagler Valid Stupnig Keg E-shop Total Missing Total System 70 94 67 2 243 7 two hundred and fifty Percent 32 38 28 1 97 3 90 Table doze: place of wig purchase 39 Figure doze: place of hairpiece purchase • Question 13: This table illustrates how much respondents that heard about each of our wig shop. The majority, nevertheless , never heard of us (65%). Have you ever heard of your company? Regularity yes Valid no Total Missing Total System seventy eight 162 243 7 250 Percent thirty-two 65 97 3 95 Table 13: have you ever heard about our company? 40

Figure 13: have you ever heard regarding our company? • Question 16: In the pursuing table, all of us analyzed the proportion of respondents that learned about our company, and from where they heard of us. Almost all heard about all of us from person to person (56%), 49% heard about us from Jewish websites, in support of 42% discovered us by Facebook. Noticed Frequencies Answers N heard from facebook where did you hear about us a Percent of Cases 42% 56% 49% 146% Percent 30 40 35 105 29% 38% 33% completely heard from word of mouth heard from Jewish website Total a. Dichotomy group tabulated at benefit 1 .

Table 14: From where do you know our company? 41 • Problem 15: Through this question we all analyzed perhaps the fact that our company is donating 10% from our cash flow will influence the decision of purchase. Many (36%- mostly yes, 33%- possibly) will be influenced of this fact, and only 5% will not be influenced at all. Will the fact that a company is definitely donating tithe from every sold wig influence your Frequency certainly not possibly Valid mostly certainly yes Total Missing Total System 13 82 91 57 243 7 250 Percent your five 33 thirty six 23 ninety-seven 3 100 Table 12-15: Influence to the fact that the company can be donating tithe from just about every sold hairpiece

Figure 13: Influence of the fact that the company is usually donating tithe from just about every sold hairpiece 42 • Question 18: In this question we examined the net annual income of the respondents. The majority (41%) have twenty, 000-29, 1000 euro cash flow, 24% have got 10, 000-19, 000 pound, and only 1% has lower than 10, 500 euro salary. What is your net family twelve-monthly income( in€) Frequency less that 10, 000 15, 000- 19, 000 20, 000- twenty nine, 000 Valid 30, 000- 39, 000 40, 000- 49, 500 50, 000+ Total Lacking Total Program 3 fifty nine 102 55 22 six 243 several 250 Percent 1 24 41 twenty 9 a few 97 a few 100 Table 16: net annual income (euro) Figure 15: net annual rent (euro) three or more • Issue 17: In this question all of us analyzed the value of a number of factors that concern consumer preference regarding wigs. Descriptive Statistics N I would anticipate my new wig having a low price I would expect my new wig to be hand made I would anticipate my new wig being made in europe I would anticipate my fresh wig to become made out of Cookware I would expect my fresh wig to have a guarantee I would personally expect my personal new wig to be of bright shades I would anticipate my new wig being made out of organic matrial just Valid N (listwise) 243 243 1 ) 8724 1 ) 13735 243 3. 9712 1 . 33423 243 1 ) 5638. 70348 243 installment payments on your 473 1 . 91364 243 2 . 8765. 68724 243 2 . 0576 1 . 29716 243 Indicate 2 . 0658 Std. Deviation 1 . 08511 Table 18: customer desire about wigs 44 Determine 16: client preference regarding wigs forty five 5. Conclusion and tips After conducting the supplementary and primary analysis we got to know that a place to a new hairpiece distributor in Vienna are available. We learned that there is a demand for item in the contact form we want to sell, and the support we want to provide. During the supplementary research we were exposed to your competition that previously exists available in the market, but in so that it will have to have competitive advantage we all will provide ‘buy and stay’ service, that can fill in deficiency of security our customers have. In addition all of us came to really know what are the actual preferences of the target group with the help of quantitative and qualitative analysis, which kind of curly hair, length, color and style are in demand. By making use of the focus group we done, we recognized the mindset of these women and underlying reasons behind their client behavior. This will help us to promote our merchandise successfully, rendering all the providers related to this, and to connect our company successfully.

Moreover, we all found Vienna as the representative capital city amidst big towns in Europe. Our exploration indicates that people can enter the Viennese wig industry successfully, consequently we forecast approximately similar level of require in other major European cities. We can expect the growth of our organization in European countries within 5-7 years. As a recommendation, it really is required to generate a further exploration on wig demand between cancer unwell patients and wealthy persons as part of each of our initial target markets. 46 6. Appendix 6. 1 ) Survey test in English Questionnaire Nr. _______

Wigs demand set of questions Interviewer: You should read all questions to the surveys takers as they display on the set of questions. Only read the bold text message. Interviewer recommendations are in italics. Group of friends the figure corresponds to the respondent’s solution choice. Example: 2 Int.: Introduce you to ultimately the respondent. Mention that you are a business student performing a review as a part of promoting research course. Briefly inform the respondent that this review is about a wig demand. At the beginning, may I ask you a couple of questions to determine if you are among the folks ho We am likely to interview? 1 ) Do you reside in Vienna? RESIDENCE If NOT ANY thank surveys takers and terminate interview. installment payments on your What is your age? 15-­? 25, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,. 1 � AGE GROUP 26-­? 35, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,.. 2 36-­? 45, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,.. three or more � 46-­? 5, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,.. 4 � 56-­? 65, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,.. 5 � 65+, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , 6th 3. Which usually ethno faith based group do you belong to? Ashkenazi, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , you

ETHNICITY Sephardic, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , a couple of � some. Which motion do you are part of? Chabad, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , 1 CHA Gur, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,.. one particular GUR Litaim, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,.. 1 LIT

Reform, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , you REF Other, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , 1 OTH 47 your five. Have you ever used a wig? Yes, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,.. 1a? Q  7 CONSUMPTION No, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , 2  a?

Q 6th 6. Really want to? Record the first response REASON a? Q 21 7. Do you have a wig? Yes, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , 1  a? Q 9 OWNERSHIP No, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,. a couple of  a? Q 8 8. Why not? Record the first response CAUSE 9. How many wigs do you own? 1-­? 2, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,.. one particular � TOTAL