They preferred more classic prints such as stripes or dots. The other half preferred bold colors and more outgoing and flashier prints as a form of self-expression. They all agreed that flashier colors are more appropriate for the summer season. Consumers are not brand loyal when purchasing a swimsuit because they never find one that fits them perfectly. They are very willing and likely to consider any brand that meets their quality, price and style needs.Personal service is also an important characteristic of the swimsuit industry. Respondents felt that salespeople should be there to guide customers to the right styles based on their needs. However, customers want to be left alone afterwards to make the purchase decision by themselves.Questionnaire FindingsSlightly fewer than 50% of respondents would like to try a direct order policy, 5% are very willing and 12% are indifferent to such a policy.65% would be willing to wait between 1 and 2 weeks for their bathing suit, yet only 13% would wait between 2 and 3 weeks. 41% would be willing to pay between $30 and $50, and 37% would be willing to pay between $50 and $75.The longer customers have to wait for their product, the less likely they are to purchase it from this type of store.There is no difference in the level of quality desired between those willing to pay $30 and those willing to pay $100. There is only a difference between those who want to pay less than $30 and those of other price ranges.Although the characteristics of this test market are not representative of the market as a whole, we can still use these findings as a guide and make some preliminary conclusions. Female customers are generally willing to try this retail store concept, willing to pay within the higher price ranges and wait between 1 and 2 weeks for product delivery. For the store to be successful, its products would have to be well made with strong, durable materials, high quality stitching and a vari...
