Results of the Customer Questionnaire

Between 27.11. and 2.12. we conducted a quick online survey through the Pöllöt Facebook page to get a glimpse of what are the potential reasons for buying or not buying Pöllöt sunglasses. Questions 2-6 were mainly directed to those who already own a pair and 7-11 to those who did not. Here are the results with our comments.

Of the 24 answers we got, 5 already owned a pair and 19 didn't.

 

The material used in the frames was chosen as the best attribute of Pöllöt.

In general, all attributes (the competitive advantages of Pöllöt in our opinion) scored on average higher than 3 out of 5. Customers clearly appreciate the design and the material of the frames the most.

The importance of word-of-mouth advertising is blatantly clear from the results. More marketing efforts on other social networking sites (besides Facebook) should be increased.

5. What made you get interested about the Pöllöt brand in the first place? (Open question)

• A picture in Facebook, where the Pöllöt sunglasses are floating in the water
• One of the owners almost naked in a picture
• The nice idea!
• At the moment, nothing!
• The material
• Wood
• Nice product

 

People prefer to use Pöllöt mainly in casual or unofficial situations. In our opinion, this may be because of the marketing efforts and brand name that emphasize the fun spirit of the glasses.

Price was the most important factor for why people have not bought the glasses, and it was surprising because the retail price of 80€ is lower than what all other European competitors charge for their wooden sunglasses. Also, people prefer to have the option of trying them out before purchasing. Out of 19, only one did not like the current models. The other reasons were "I haven't had the time yet" (2) and "I cannot wear sunglasses that do not have corrective lenses" (1). This suggests that generally the product itself is good and reflects the customer preferences.

In line with the previous question, lower price is viewed as the biggest incentive for buying. In our opinion, the main reason for buying the sunglasses later is that the winter is coming and the need for sunglasses is not great at the moment.

Although the customers do not like the price of Pöllöt, the majority still owns expensive, high-quality sunglasses in the price range of over 100€. This may indicate that Pöllöt is not seen as a high-quality brand, or that customers are not willing to buy another pair of relatively expensive eyewear. None of the people who answered this question own other wooden sunglasses.

Again, word-of-mouth marketing and social media play a key role in influencing purchasing decisions. 

In the future, people wish to have the option of several different models and colors. Different lense options may refer to either colors or corrective lenses. This suits Pöllöt well, as customization is a main development area (see our previous post of the interview with the owners).

Key takeaways from the questionnaire

• It seems that potential customers appreciate the material and design
• The most effective marketing channel seems to be word-of-mouth advertising
• The brand is seen as casual and fun
• The most important factor of not buying the sunglasses is the price, although we see the price as not too high considering the premium quality and the unique design
• Customization and differing from the masses is viewed as a key attribute.