“MUJI” Potential Consumers' Questionnaire

With the very launch of the blog it was decided to study the potential Russian consumers' attitude to the new brand establishment on the Russian market, thus several question were asket via social networking.

As a result, 425 people has kindly agreed to participate that allows us to come up with several conclusions, believed to be of a certain importance for the current research.

 

The survey in Rusian was conducted via ianketa service in the social network to identify the initial bases for further marketing analysis. Eighteen questions to consider the consumer behavior, brand awareness, market perceptions were asked, while the main conclusion may be drawn on the following topics:

 

•Japanese product perceptions; 

•Acquaintance with MUJI Brand; 

•Preferences in shop appearance; 

•Potential desire to purchase MUJI products; 

•Ecological awareness.

 

 The first question relevant in our case was to identify if in general consumers are willing to buy not so "lame" products and whether they consider themselves to be "into fashion"? The results prove that about 80% of people answered pay attention to trends that benefits MUJI for a certain degree, while the very brand awareness in Russia is extremely low at the moment, as about 87% have never even heard the name.

The phenomenon of COO may important in case of MUJI in Russia, as, ut is indicated below, Japanese product enjoy quite a good reputation in the country for their quality an minimalism - the features MUJI would like to provide first of all.

While knowing almost nothing about the brand potential Russian consumers appeared to be quite positive about the product range MUJI provides, thus about two thirds of the total number of people answered like the design of the goods and may think of buying some items - which is certainly a good sign for MUJI from the very beginning.

This point is proved with the design perception and stores' interior. As was indicated during the survey consumers may prefer the minimalistic interiors by MUJI and are ready to pay attention to the place where they buy products.

As we may realize from the table above - MUJI meets the requirments of potential Russian consumers almost for all the products we would like to recommend them to start with in Russia.

At the same time, prominent ecological approach the company pay much attention in different countries shouldn't prevail in imopratnce in the case of Russia, as people and the country on the whole are not ready yet to pay much only for the eco-friendly goods.

 

The questionnaire proved to be very useful in understanding the existing perceptions of Russian consumers. Based on the results got - we may proceed with some main conclusions. According to the analysis, if we consider no-brand, design, eco-care and quality as main merits of MUJI, then we should outline:

• Brand is completely unknown in Russia;
• At the same time Japanese product enjoy quite a good ratings among Russian customers;
• Almost for all the products MUJI may distribute in Russia clients need the features MUJI provides first;
• Customers are willing to buy the design goods;
• Customers are positive about MUJI’s store interior and product line’s appearance.