The objective of this project is consisted of primary and secondary. The primary objective is to find out the possible method to improve CXF and to compare the CXF's product. For the secondary objective, the purpose is to find out the consumer awareness and the degree of satisfaction towards CXF.
In our project, we had a focus group with 8 members and it lasted for 1 1/2 hours. For the sampling procedures, our target is those people who live in Hong Kong and the sampling unit is the individual. Also, the residential telephone directory was used as the sampling frame of our research.
In our questionnaire, it is divided into three parts. The first part is to test the respondents' awareness and the degree of satisfaction toward CXF.
The second part is an attempt to know the respondents' attitudes toward the product of CXF when compared with Saint's Alp(SA). And the last part is the personal information.
The research showed only a few people know the CXF because the product is similar to the SA and there has been advertise since its business started up.
The research also showed the most of the people who know the CXF only when they saw the CXF's outlets.
Besides, the research showed the rate of repurchase cycle and the trial is not enough. So, it showed put more effort in speeding the frequency of repurchase and trial.
Moreover, we found that many people who have tried the CXF and SA feel that both of the product quality, portion, taste and appearance of CXF is worse than SA.
To overcome these problems, we have made several recommendations. As the biggest weakness of CXF is the low rate of brand awareness, it can advertise more to let people to know the brand.
People who know the brand is only when they saw the outlets. So, we suggest the CXF select shop location more focus a shopping district.
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