eTrendz Magazine

Consumer Marketing Research

14 OCTOBER 2019

Blue Button Research 1

 CONTENTS

Background 3
Methodology 4

Detailed findings 5
Conclusion 19

Recommendations 20

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 BACKGROUND

Marketing research is a very useful procedure that can assist an organisation to gauge
the market performance of a product. Consumers have access to a lot of information
via the internet. Introducing an online product without conducting a research would be
unwise. The team had to investigate via a survey on a number of aspects about the
product they were introducing into the market called eTrendz. The target market
including consumers between the ages of 18 to 35 who are full time students, working
part time and working full time. The issue was to measure their levels of subscribing,
how often they would buy, ability to purchase, their consideration on the environmental
issues with paper and if they considered that the magazine was for rich people.

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 METHODOLOGY

Online survey were emailed to 750 consumers each group with an equal number of
250. Only 295 responded to the survey with full time students having 85 (34%), part
time workers 100 (40%) and full time workers 115 (46%).

A total of ten (10) questions were asked which included age and gender, the belief on
cost and the users of the magazine, the potential to subscribe and the likely
frequency.

The data that was keyed in an Microsoft Excel spread sheet was analysed using the
same program to come out with averages and percentages that were used to create
graphs for easy interpretation.

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 DETAILED FINDINGS - AGE

120
Age of the participants
100

80

60
100
40
66 63
20 34 37

0
Full time students Working full time Working Part time

18 – 25 years  26 – 35 years 

100% full time students between 18 - 25 years.

34% (18 – 25 years) and 66% (26 – 35 years) for full time workers
37% (26 – 35 years) and 63% (18 – 25 years) for those working part time.

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DETAILED FINDINGS – ENVIRONMENTALLY
FRIENDLY

Environmental friendly
4

3.9
3.88
3.8

3.7

3.6 3.65

3.5
3.51
3.4

3.3
Full time student Working full time Working part time

The averages on environmental friendliness are working part time 3,88 (35%
agreed), working full time 3,65 (42% agreeing) and full time students 3,51 (41%
indifferent). They all considered the magazine environmentally friendly.
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 DETAILED FINDINGS – CHEAPER OPTION

Magazine is cheaper
4 3.8

3.5 3.2
3 2.9

2.5

1.5

0.5

0
Full time student Working full time Working part time

Cheaper

Full time students recorded highest average of 3,8 (38% agreed), working full time
at 3,2 (35% agreed) and working part-time with the least average of 2,9 (44%
neither agreed or disagreed).
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 DETAILED FINDINGS – VALUE FOR MONEY

Value for money

4
3.5 3.39
3.12
3
2.5 2.25
2
1.5
1
0.5
0
Full time student Working full time Working Part time

Value for money

Averaged for full time students was 3,12 (32% neither agreed or disagreed), working
full time 3,39 (38% disagreed) and working part time 2,25 (42% neither agreed or
disagreed).
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 DETAILED FINDINGS – PREFER PAPER

Preference paper
4.5

3.5

2.5
Average

1.5

0.5

0
Full time student Working full time Working Part time

Working part time 4,11 (30% agreed, 41% strongly agreed), working full time 3,2
(38% neither agreed or disagreed) and full time students 2,42 (42% neither
agreed or disagreed).
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DETAILED FINDINGS – FOR RICH PEOPLE

For rich people

4.5
4.09
4

3.5

3 2.88 2.89
Average

2.5

1.5

0.5

0
Full time student Working full time Working Part time

Those working part time workers considered the magazine for the rich with an
average of 4,09 (49% agreed). Full time employees 2,89 (24 disagreed, 26%
neither agreed or disagreed, 26 agreed) and full time students 2,88 (45%
neither
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or disagreed).
 DETAILED FINDINGS – WASTING OF DATA

Waste data
3.24
3.22
3.2
3.18
3.16
Average

3.14
3.12
3.1
3.08
3.06
3.04
Full time student Working full time Working Part time

Full time students 3,22 (38% neither agreed or disagreed), working part time 3,16
(32% agreed) and working full time 3,11 (37% agreed). The averages are in the
same range with the highest coming from full time students and the least from
those
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 DETAILED FINDINGS – SUBSCRIBERS

Percent of Subscribers
80

70

60

50
Axis Title

40

30

20

10

0
Full time students Working full time Working Part time

The majority are not current subscribers, full time student had 62% non subscribers
and 38% subscribers and those working part time 33% subscribe whilst 67%
indicated are not subscribers.
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DETAILED FINDINGS – TOPICS SELECTED
Topic 1 Topic 2
6 4.7 4.67
4.87
5 4.6
4 4.5
3.18 2.96 4.42

Average
Average

3 4.4 4.35
2 4.3
1 4.2
0 4.1
Full time Working full Working Part Full time Working full Working Part
student time time student time time

Topic 3 In the first topic 1, full time students

5.5
5.4 5.37 selected what is happening in your city
5.3 and the other two groups selected
5.2 5.14
5.1 celebrity news. On the second topic 2,
Average

5
4.88 fashion was selected by all as the
4.9
4.8 preferred item. Topic 3, the part time
4.7
4.6 workers and full time students opted for
Full time Working full Working Part
student time time beauty, whist full time workers chose
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health.
 DETAILED FINDINGS – NAME eTRENDS

Name acceptability
3.9
3.85
3.8
3.75
3.7
Average

3.65
3.6
3.55
3.5
3.45
3.4
Full time student Working full time Working Part time

Full time students 3,84 (42% agreed), Part time workers 3,8 (39% agreed) working
full time 3,57 (49% agreed). The name seemed to be acceptable to the groups
interviewed.
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 DETAILED FINDINGS – FREQUENCY

Frequency
4.4

4.36
4.3
4.31

4.2

4.1

4
3.99
3.9

3.8
Full time student Working full time Working part time

The average to subscribe for part-time workers at 4,31 (42% twice per year),
working full-time was 4,36 (35% twice per year) and for full-time students at 3,99
(31% twice per year). Twice per is preferred.

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 DETAILED FINDINGS – LIKELIHOOD OF
SUBSCRIBING

Likelihood of subscribing to the magazine

5
4.5
4
3.5
3
Average

2.5
2
1.5
1
0.5
0
Full time student Working full time Working Part time

The average to subscribe for part-time workers at 4,46 (29% agreed), working full-
time was 4,06 (28% strongly agreed, 25% agreed) and for full-time students at
3,34 (30% neither agreed or disagreed) .
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 DETAILED FINDINGS – LIKELIHOOD OF
SUBSCRIBING

Gender
60 56 55
51
49
50
44 45

40

30

20

10

0
Full time students Working full time Working part time

Male Female

44% male and 56% female for the full time students, 55% male and 45 female
for full time workers and 49% male and 51% for working part time.

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 CONCLUSION

The consumers will most likely subscribe to the magazine as the results obtained
are mostly positive. They considered the magazine cheaper and not for the rich.
The interviews have also selected the topics they are interested in and shown
that they are interested in digital magazine as it is more environmentally friendly
as compared to paper. If the magazine is launched it will have subscribers.

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 RECOMMENDATIONS

The online magazine should be launched and carry the content that are popular
with the target market.

The magazine should start by offering limited frequency to gauge the response
before they can introduce more. Starting with a least biannually will be good.

Should also promote the advantage online over paper and the ability to change
content faster that paper.

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