Marketing Research class. Their purpose was to investigate the feasibility of a swimsuit company with a new philosophy: catering to as many women as possible by having stores that carry samples of a large variety of swimsuit styles and implementing an order policy. This order policy would allow the stores to carry a smaller inventory while increasing the likelihood of female customers finding a swimsuit that fits them correctly. Although the purpose of that research is a bit different from the purpose of this industry study, there are still several relevant findings that can be applied.Focus GroupThe target market was comprised of females between 18 and 24 years of age, with a monthly disposable income of at least $100 and classified as recreational swimmers. A focus group of eight participants revealed that they considered three factors when purchasing a bathing suit: quality, price and style, and were willing to pay between $30 and $70 for a stylish swimsuit.Quality is the first characteristic that individuals consider when purchasing a swimsuit. Most people will first check the quality of the fabric by touching and feeling it closely. Then they check the quality of the stitching by examining the rows and doing a stretch test. Stitching that becomes apparent during a stretch test is considered to be of poor quality and would not be purchased on that basis. Respondents defined style in two ways. The first related to the design and cut of the swimsuit, while the second reflected the swimsuits sliming capabilities. In either case, they overwhelmingly preferred a swimsuit made of Lycra due to the materials resistance to chlorine, durability and long-lasting elasticity. They seemed to be well knowledgeable regarding the quality of materials and could spot poor construction easily.Half of the participants preferred a dark colored swimsuit because they never went out of style and therefore did not have to purchase one every year....
