Hong Kong University of Science and Technology

Project Description

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.

Project Abstract

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?

Surveys released for this project:
Rejoice 38
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