Primary Research - Questionnare

My aim of this questionnaire is to find out about the following things, sustainability, controversies, animal cruelty and online/ in store sales. I wanted to know this so that when it comes to the recommendation part of report I have an idea what the consumer cares about the most.
I posted these questions on my Instagram page and took the results after 24 hours.
Because this questionnaire was posted on instagram the age range of the audience would be from 16-25. This shows that these results are for the younger demographic of Dolce and Gabbana and potentially the next generation of consumers.

1. When buying from a luxury brand do you take into consideration sustainability? 

 299 voted on this post 127 people said yes and 172 people said no. This was 42%yes and 58% no. This shows that almost half of consumers take into account sustainability, By not being sustainable and helpful to the environment Dolce and Gabbana could lose 42 out of 100 customers.

2. If a brand was not sustainable and made no effort for the environment would you still buy from it?

These results show that out of 281 people 186 people voted yes and 95 people voted no, meaning that  66% of people said yes and 34% of people said no. Despite the first question showing that people do look into sustainability it shows that although some consumers take into consideration sustainability there is people who would still buy from an unsustainable brand. I can also see that 34% is a huge chunk of consumers meaning that Dolce and Gabbana are missing out on a massive chunk of consumers because they have not made any effort towards the environment.

 3. Do you research into a luxury brand to see if it is sustainable before buying from it?

Total: 288

yes: 49/ 17%

No: 239/ 83%

This result was surprising since nearly half of the people said they consider sustainability but very few people would actually take the time to research into wether or not the brand they are buying from is sustainable. This shows that if Dolce and Gabbana did change and make more effort to be sustainable they would have to advertise it and promote it so that the consumer was actually aware. 

4. If a luxury brand was not cruelty free (i.e. still tested on animals and used animal fur) would if affect your decision to purchase from the brand? 

Out of 291

Yes: 60%/ 174 

No: 40% / 117 

These results show that people do care about cruelty free brands and if a brand is not cruelty free than 60% of consumers may not buy from that brand any more. If Dolce and Gabbana want to increase sales and give themselves a better name as a brand then they should look into being cruelty free and join the other brands who have stopped using fur etc. 

5. Do you research into wether a brand is cruelty free or not before buying from the brand? 

Out of 297

Yes: 54/ 18%

No: 243/ 82%

Again this result shocks me as so many people said they perhaps wouldn't buy from a brand that isn't cruelty free yet they dont take the time to research into what they are buying and seeing if it is cruelty free. This shows that many consumers may own items that they do not realise is from a brand that is cruelty free. 

6. Do you prefer to buy clothes or in store? 

total: 309

Online: 172/ 56%

In store: 137/ 44%

These results were quite close however as the audience of this survey was a younger demographic that shows that this generation of shoppers prefer online as it is mostly millennials/ Gen Z. If this question was done with an audience of 25+ they would most likely vote for In store. 

7. If you were shopping for a luxury item would you rather buy it in store or online? 

total: 302

Online: 50/ 17%

Instore: 252/ 83%

This shows that there is a difference between purchasing normal everyday clothes items to luxury items. The consumer is most likely to want to buy a Dolce and Gabbana luxury item from in their store. From this information we can see that Dolce and Gabbana should continue to take great care with their stores, in this day and age it is very popular for online sales to outweigh In store sales however the opposite may occur for Dolce and Gabbana. 

8. If you heard a bad news story about a luxury brand (i.e. a racial controversy/ body shamming) would you still buy from the brand? 

Total: 290

Yes: 146/50%

No: 144/50%

This question was very interesting to me, I think to find out more I could have been specific and used Dolce and Gabbana examples. This shows us that by having just a bad name over social media and having negative stories surrounding them, Dolce and Gabbana could potentially lose out on 50% of their customers. This is a huge amount and shows how the brand needs to turn their negative name into a positive one to increase sales and popularity. 

9. When buying from a luxury brand do you buy because of the values of the brand or just the product? 

Total: 283

Product: 223/ 79%

Values: 60/ 21%

This result shows that even if Dolce and Gabbana have bad morals and values as a company if their product continues to stay good people will continue to buy from them, This shows that the sales they are still getting is perhaps only because of the product and that to get the rest of the customers happy and to win back customers they need to change their morals.