A location for a retail specialty network was not performing as well as other outlets and was facing difficulties in gaining new clients. The client commissioned InfoPro to assess the reasons for the outlet’s lack of performance. The aim of the study was therefore to understand market demand conditions in the sector in the outlets catchment area. To achieve the objectives of the study, InfoPro conducted a consumer demand survey with 150 affluent individuals residing in the outlets’ catchment area. The consumer demand survey helped measure the key image variables that drive loyalty and regular visitation with regards to outlets. It also helped identify the perception of the outlet in comparison to its competitive universe and pinpoint advantages and disadvantages associated with the brand. The information obtained helped provide an overall understanding of the market in addition to individuals’ habits and selection process when it comes to shops. The survey helped identify the reasons why households in the catchment area were not visiting the outlet.
