Name: A Market Research    
Year: 2005
Client: Furniture Paradise
Country: Zimbabwe
Background: Furniture Paradise (FP) a furniture shop that was once OK Furniture was bought from OK in November 2003 and since then has been operating as an independent organization from OK. In Harare there are seven (7) branches and three (3) in Bulawayo. Other towns include, Marondera, Rusape, Mutare, Masvingo, Chiredzi, Triangle, Chegutu, Kadoma, Gweru, Bindura, Chinhoyi and Kwekwe. Since the organization took over from OK, people still associated it with OK. Therefore the level of brand awareness was uncertain.
Objectives: The specific terms of reference of the study were to:

  • ascertain FP’s market share relative to competitors;
  • determine the level of brand awareness within the market;
  • establish the market’s perceptions and image about Furniture Paradise and its competitors;
  • find out who exactly buys from FP in terms of occupation, income levels, demographics, social classes and geographical locations;
  • establish competitors’ unique selling propositions and what sets them apart.
Activities A survey was carried data and collected from all Paradise furniture outlets countrywide