A. The Purchase Process
i. How frequently do these customers shop at upscale department stores?
ii. How much do they spend at upscale department stores?
iii. What do they purchase at upscale department stores?
B. Attitude of the Target
i. Why do these customers shop at upscale department stores?
ii. How do these customers feel about upscale department stores?
iii. How do these customers rate shopping overall at upscale department stores?
1. Customer Service
2. Assortment of Fashionable Merchandise
4. Pricing Expectations
5. Negative Experiences
Through a combination of original qualitative and quantitative research, this study will evaluate the stated hypothesis in order to assist Bloomingdale�s in determining a specific action plan for increasing revenues. Detailed on the following pages are the four types of research that will be conducted in the Chicago area across the next month. Proposed research methods include: an ethnographic study, in-depth interviews, a focus group, and an attitudinal survey.