MARKET CASE STUDY: Hungary

Unlocking the Potential of the Hungarian Sports Clothing Market

Using online surveys to enter assess the potential and the communication strategy for the new geography

Project background:

As the trend of e-commerce for clothing continues to rise, more and more consumers are turning to the digital sphere to find the perfect fashion items. The convenience of free delivery and returns, as well as the vast selection of products, has made online shopping an effortless and satisfying experience. In today's digital retail landscape, it is essential for brands to stay ahead of the curve and adapt to the changing preferences of consumers.

Recognizing this change in consumer behavior, a reputable Polish sportswear brand has decided to expand its presence and introduce its clothing to the Hungarian market. To fully evaluate the potential of the Hungarian market for its products, the brand has sought the expertise of TGM's team.

Challenge:

The project required specific input to conduct the survey. A part of the study aimed to search for the brand’s future representation, a person who could promote the brand in the Hungarian market. Therefore, it was necessary to conduct desk research about the fit/sport/health female influencers popular and reliable in Hungarian social media.

Methodology:

Sample: N=1000
Target audience: Women living in cities
Age: 18-34
Quotas: Age and gender
Method: U&A, concept test

Outcome:

The TGM team successfully completed a full-service project. With their extensive knowledge and experience in online market research and analysis, TGM's team helped the sportswear brand understand the specific needs and preferences of Hungarian consumers, as well as identify key opportunities for growth. This was achieved through the use of online panel research.

The results enabled us to recognize the patterns of behavior and attitudes towards sports, health, and self-care among Hungarian females living in big cities and to conduct a thorough assessment of the brand's products. Overall, it helped to develop the most suitable marketing and sales strategy for the company.

As the leading online data collection agency, TGM Research has conducted multiple market research projects, pioneering online research in Europe. To learn more about our recent projects in other European countries and our expertise, please contact us.

We hope you have found this short case study useful.

If you have any further questions about how best to set up your online research study in Asia or Africa, please don’t hesitate to get in touch with us.

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