Recent research has proved that people’s passion for water based activities has declined. This is because of the following reasons; higher demand on leisure time for individuals, low economic condition among individuals and passion for online entertainment especially among the youths. So for Bunbury, determination of consumer preferences is very vital and the way they will have an access to boat show advertisements is as well as of significance because it will raise the sales of the company. The research aims to introduce an online website where the target market will have an access to their boat shows, which would have been designed to attract more customers. Through Bunbury online services, Bunbury will be able to identify its target customers hence will increase their sales hence propulsion for future development. Determination of the target customers will also help Bunbury to assess the publics online searching behavior hence Bunbury will be able to know from thorough analysis of public online behavior whether the plans they have regarding the boat shows will succeed. The research will enable Bunbury to identify general public’s attitude towards water based activities. Bunbury will also be able to determine the attitude of customer’s willingness to spend on water based activities which will facilitate determination of market range. The online research behavior of the target customers more so the youths will enable Bunbury to determine the most effective way of marketing its new boat shows. Furthermore, the online marketing strategy will be evaluated and see whether it can be adopted as one of the company’s marketing strategy.
This refers to the approach that was applied by Bunbury (Research Design and Methodology(n.d.). The research design introduced the research methodology followed by the sampling methods used in research (Mitford, J. 1973). The research design further outlined the data collection techniques applied and finally the qualitative and the quantitative research methods that were applied by Bunbury in their research. Research entails the approach together with the design used in Bunbury research. Quantitative and qualitative approaches were used (Lucky, Eisenberg, & National Research Council (U.S.), 2006). Quantitative research helped to approximate some of the final research results. Questionnaires were used which was the quantitative method applied in Bunbury research with were filled by the specific population of the target customers.
Qualitative research was used by Bunbury to determine consumer preferences so as to design boat shows that would be attractive to their customers (Section II. Research Methods. 2018). During the qualitative research, the focus group method was used to make a detailed study for what themes for boat shows the potential customers prefer to see which would enable the company to come up with their plan of boat shows based on the results.
Descriptive research design was appropriate approach for this study (Fisher, R. A. 2017). Bunbury used this design because of the descriptive nature of the study elements or variables. This method provided quantitative data from across section of the chosen population. Descriptive statistics used the frequency distribution to describe the demography of the population that was used in the study by Bunbury Boat Show company It was observed that 90% of the population came at the boat show to enjoy; sailing yachts, enjoy water skiing and wind surfing and 10% came for; driving related products, jet skis, electronics, trailer boats and canoes/kayaks. As evident from the table 100% of the respondents first heard about the Bunbury Boat Show in Facebook since that’s the online platform with most of the target customers. 80% of the target population never owned a boat or a water craft and only 20% of the target population owned a boat or a water craft which implied that Bunbury should try as much as possible to buy those water vessels so as to attract the interested population.
The below table outlines the activities that brings the target population to the Bunbury boat show with percentages, it also outlines how the population heard about Bunbury Boat show and the population owning yacht or water Craft
|
Sailing boats Yacht sailing Water skiing |
Target population |
90% |
|
Driving related products Jet skis Electronics Trailer Boats Canoes/Kayaks |
Target population |
10% |
|
Reception of the information about Bunbury Boat show Through internet(Facebook) |
Target Population |
100% |
|
Yacht or Craft ownership |
Yes No |
80% 20% |
unbury also wanted to establish whether the target population was interested in sailing for leisure and if they would acquire the vessels. By acquiring the vessel, it meant that they would be always at Bunbury hence wide market for their goods and services. Bunbury also had to establish the capability of its target population in acquiring a boat or a watercraft within the next 6 months so as to assess their financial capability. A sample of 500 people was used as indicated in the table below
|
At the Bunbury Boat Show |
YES NOT SURE |
200 150 |
|
In the next three months |
YES NOT SURE |
150 150 |
|
In the next 6 months |
Yes NOT SURE |
400 50 |
|
Yes, but not in the next 6months |
total |
500 |
|
NO |
Not interested at all whether at the show or in coming months |
150 |
also wanted to determine from the population about the primary benefit of their engagement in water based activities so as to determine the efficient marketing strategy of reaching the target population. A sample of 500 participants was used as shown in the table below expressed In percentage form.
|
Benefit of engagement in water based activities. |
Yes |
No |
|
Family outing |
75% |
25% |
|
Fitness |
85% |
15% |
|
Friendship |
45% |
55% |
|
Relaxation |
90% |
10% |
|
Social networks |
50% |
50% |
|
Fun |
90% |
10% |
Bunbury also wanted to determine the frequency at which the target population visit the websites to find out the information about boating or water sports so as to determine the frequency of advertisements in order keep the target population and the new entrants in the market on toes as illustrated in the table below in a sample population of 500 expressed in percentage form
|
Frequency |
Yes |
No |
|
Once a week |
35% |
65% |
|
Once a month |
15% |
85% |
|
Once every 3 months |
10% |
90% |
|
Once a year |
0% |
100% |
|
Daily |
85% |
15% |
Bunbury Boat Show company also wanted to determine the household income of its target population so as to evaluate its purchasing power as for a sample population of 500 individuals who are financially independent and the results are as shown in the table below
|
Household income |
Percentage |
|
Less than $40k |
60% |
|
$41k-$60k |
40% |
|
$61k-$80k |
25% |
|
$81k-$100k |
20% |
|
$101-$120k |
15% |
|
$121k-$140k |
10% |
|
$141kand above |
5% |
The graphs below give a proper illustration of each and every result outcome from the research done by Bunbury Boat Show Company
Influence of various activities on the target population
Bunbury research found that most of the population do have access of their boat shows through face book which is an online platform hence enabling them to post more of their products on social platform. The research also found that the targeted population has the purchasing power. The research also found that the target population was less interested in purchasing of the water vessels and having leisure at the social platform was preferred to visiting the show.
Conclusion and Recommendation
From the findings; Bunbury Boat Show company concluded that; many people accessed the boat show services through the internet, the general attitude of the public towards the boat show activities was positive hence the company had hopes for attracting the potential customers and furthermore the general public was willing to spend money on water based activities and research recommended for an online platform to be used to attract more and more new customers to the company (Stewart, A., Lumpkin, G. T., & Katz, J. A. 2010).
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