Hong Kong University of Science and Technology

A Market research project to analyze consumers¡¯response to the existing products of Rejoice Shampoo in Hong Kong market. To decide whether REJOICE should stay in the current position of 2-in-1 shampoo or to develop a new line of product.

Research Questions:
(a) Customers¡¯ response:
Popularity: - Have you ever heard of REJOICE 2 in 1 shampoo?
- Have you ever bought REJOICE 2 in 1 shampoo?
- Do you think it is convenient to buy the product?
Consumer perceptions: - What do you think about the product image?
- Do you think the price is reasonable?
Consumer behavior: - Usually where do you buy the product?
- Which type of hair treatment function contained in the shampoo you mostly preferred?
(b) Preference on new product: 1. If there were a new product, what would they like to have?
2. What is the ideal price level for the new product?
3. Who is the target customer of the new product?