Beliefs of attitude
(Unlikely 1 2 3 4 5 Likely )
Evaluation of Attitudes
Very BadVery Good
-3-2-1 0 +1 +2 +3 +4
People above 15 years should get a piercing.
Males should not pierce their body.
Having a piercing has several health risk factors.
Having a piercing enables one to express themselves
Social media is the main media which people get information on piercing.
Accompanying a piecing with a stud makes the piercing look good.
Having a piercing enables one identify with his/her peers.
There are so many negative aspects of body piercing.
I am likely to do body piercing.
I prefer piercing either my ears or nose.
I don’t prefer piercing my tongue and nipple.
Getting a piercing from a piercing studio is safe.
Before piercing, I would consider the cost and health risks.
Thefirst two question are about age and gender of the respondents andare meant to collect information about the respondent’sperceptions. The question about the age would give generalinformation about the age at which someone is likely to get apiercing. The gender question will tell whether most respondents areof the idea that males should get a piercing. These questions arevery important to the marketer as they would tell the marketer thepotential clients of the said product/service, in this case, bodypiercing. If from the survey it is obtained that most people supportthe piercing of people above 15 years, then the researcher woulddetermine a way of reaching this market.
Questionthree asks the respondents whether they know much about bodypiercing. This question is useful in knowing whether there is a needfor intensified campaign to make the public aware or not. If from thesurvey, it is obtained that not so many people know of body piercing,then the marketing team should consider having more product/servicepromotion campaigns. The question is structured in a way that theresearcher can quantitate the consumers’ attributes and evaluatethe consequences. If there the information collected shows that mostrespondents attribute body piercing to health risks then themarketing team should try and determine ways of addressing theserisks, and communicate them to their clients when promoting theproduct/service.
Questionfour asks for the perception people may have about those who piercetheir body. The question may be tied to other questions about the ageand gender so as to know specifically how perceptions change with ageand gender. The question would also tell whether those who do nothave body piercing have a negative perception of the practice or not.From the question, the business may determine what perceptions toaddress when conducting its marketing.
Thefifth question asks where the respondent got the information from.Since social media is the current most promising method ofadvertising, the question specifically touches on social media. Thisparticular question would help in determining the best media channelto use when marketing the products. When it is obtained that mostrespondents obtain their information about body piercing from thesocial media, then it will automatically be the best way to conductproduct promotion. The best media to use would be one that mostrespondents accessed the information. The question is, therefore,helpful in the development of a marketing strategy.
Questionsix is the type of jewelry the piercing respondents are using. Thistype of question would help in identifying the accompanying itemsrequired by those who undergo body piercing. The information can helpa business to expand its product base since it will be able to knowother items required by its potential clients. The firm mayultimately increase its profit margins by dealing in other additionalitems required.
Questionseven is on what drives individuals do pierce their body. Thissection particularly attributes body piercing to peer pressure. Thesection would be helpful in determining whether the marketing shouldfocus on individuals or a specific group, so as to incur more sales.
Theeighth portion is limitations of body piercing, which are known tothe respondents. The question offers a chance for the firm todetermine whether or not the information available to the public isvalid. When it is determined that there is little information knowabout body piercing, then the firm should undertake theresponsibility of informing the public. The responses to thesequestions can also be tied to other questions to determine whetherpeople do not do body piercing because of the various negativereasons or not.
Questionnine asks whether the respondent is likely to do a piercing. Thisquestion would determine the respondent is a potential client or not.The question would help in estimating the ratio of the number ofrespondents who are likely to do body piercing against the totalnumber. The next three questions (ten, eleven, twelve and thirteen)would help in gathering information about the potential client sothat the firm knows how to reach them, where to reach them, and whatservices to offer them.
Avery,J., Kozinets, R. V., Mittal, B., Raghubir, P., & Woodside, A. G.(2013). ConsumerBehavior: Human Pursuit of Happiness in the World of Goods.