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De consument bewust loyaal maken met HV Polo

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De consument bewust loyaal maken met HV Polo

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Samenvatting

The Dutch equestrian sports market has gone through many changes over the past years.
The equestrian sports market increased by 16% between 2001 and 2006, a time where the brand HV POLO had a strong growth in business. Between 2006 and 2011,the company noticed change as the equestrian sports market only grew by 2%. In the past, management’s visions implied that the products would sell themselves, considering this was, untill recently always the case.
However, the revenue does not meet expectations in 2014. Considering this fact, the main goal of this survey is, to provide a report which will contribute in a higher loyalty of the Dutch equestrian consumer with HV POLO.
The formulated problem in this study is as follows: What role does brand loyalty play in the decision making process of consumers in the Dutch equestrian world?

In the first stages of the study, desk research is executed, which provides a fundamental service for the study. First of all, models are looked for to accuratly identify the shopping habits of the consumer. After this, the theory is evaluated on its ability to create brand loyalty and increase brand worth. Based on the discovered theory and models, the surveys for quality and quantity are developed.
The qualitative survey is based on retailers, considering how close they are to the customer and their knowledge of the market. But also to research what they think about HV POLO. To round up the survey, the results of the qualitative research is tested at the consumer by way of a quantitative research.
The online survey is send to 25,000 email adress’ in the client list provided by the Hypo. store. The results are that 1040 horselovers took part in the survey, which included 1020 usable questionares.
The survey brought forward a few interesting facts. The typical Dutch equestrian sports consumer is primarily a woman younger than the age of 30, who purchases equestrian sport items online and compares several brands before purchasing in the store. The price of the brand is slightly important in the decision making process of the purchase. Beside that, she usually takes joy in sharing horse related things through social media.
HV POLO is seen as an athletic brand that horselovers find to suit them well, and is overwhelmingly chosen in majority by the respondent as his/her favorite brand. In general, they are very satisfied with HV POLO products and believe the price/quality to be agree-able. 125 (12.3%) of the respondents chose HV POLO to be their favorite brand and indicated that they were very likely to recommend HV POLO in their environment, concluding that their loyalty to the brand was evident.
Following the conclusions, a few recommendations were made. Regarding to the amount of women between the ages of 0 and 30, who are internet oriented and purchase items there as well, it is recommended that an online marketing campaign and social media campaign is created to further establish business online. A few Social media which are useful for HV POLO: Facebook, Instagram, Pinterest and Twitter. When speaking of online marketing campaigns, you may consider: Display campaigns, GoogleAdwords, Online blogs, Online Newsletters.
The equestrian consumer can identify well with the current brand worth of HV POLO, continue with the current classical and athletic look of the brand. Currently, the customers are very satisfied with the brand and its current price and quality aspects. Keep developing the brand at product level with the current quality and price.

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OrganisatieHogeschool Leiden
OpleidingCommerciële Economie
AfdelingFaculteit M&B
PartnersHorse Center Holland B.V.
Datum2015-09-11
TypeBachelor
TaalNederlands

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