Primary Research-Survey

Dolce and Gabbana survey

Q1.

For my first question I asked what the people who are answering the survey, genders are. I wanted to ask a variety of people to get a good range of answers. The answer to this question was 41.38% were male and 58.62% were female. Making it nearly even ensuring that many different opinions will be shown throughout the other questions. 

Q2.

For my second question I asked about their employability status this was to see the budget they would have which could be a reason for them not wanting to shop at Dolce and Gabbana. 13.79% said they worked full time, 44.83% said they worked part time and 41.38% said they were unemployed. Making quite a lot of the people have a lower budget compared to someone working full time. This could effect the choices of those people to shop at a luxury brand although they might buy one off pieces; that is if they are interested in the brand from the beginning.

Q3.

I wanted to ask if people could afford the brand before asking if they would want to shop there or if they do. 6.90% said yes; leaving 93.10% saying no. The amount saying yes is such a small percentage making Dolce and Gabbana loose a lot of that target market of those who may have a full time job but still a high enough budget to afford such a luxury brand.










Q4.


The next question I asked was would they consider shopping at Dolce and Gabbana and if not why. 43.33% said yes and 56.67% said no. When asked why all the responses were because of the pricing and being unable to afford it. This puts Dolce and Gabbana it a bad position as a lot more people would shop at the brand if it wasn't for the pricing. Proving how small of a demographic they have as not many people can regularly shop at the brand.

Q5.

I asked if Dolce and Gabbana's ethics affected their decision to buy from the brand. 23.33% said yes and 76.67% said no.  Although this could be because they don't know about how sustainable they are or if they are very environmentally friendly making them unaware or they aren't  interesting in ethics when shopping at brands. Dolce and Gabbana keep it very on the down low how sustainable they are which makes consumers oblivious to the ethics behind Dolce and Gabbana.

Q6.

My next question was to rank Dolce and Gabbana and some of its competitors from most to least preferred. As shown Gucci was first following with Dolce and Gabbana, Armani and then Guess. The results were very varied between what was chosen for 1st, 2nd, 3rd and 4th depending on brands people preferred. Although Gucci is first which is more surprising as some of their pricing is more expensive than Dolce and Gabbana; however it could depend on preference of designs, quality  etc. 

Q7.                                                                                                                                                                                             I then asked what they consider when buying from a brand. 36.67% said quality, 36.67% said price, 10% said trend, 6.67% said fit and for the other option 3 people replied. 2 of which saying all of the above and the other saying does anyone else have it? no, I'll get it. These answers are very varied, showing quality and price to be the two things people cared about the most. Although Dolce and Gabbana product's are really good quality the pricing is what put's a lot of people  off.