A MARKETING PROPOSAL TO DIVERT SPENDING ON RETAIL CLOTHING TO LOCAL STORES
This research develops a proposal for a marketing research study, the objective of which will be to develop information necessary for the preparation of a strategy to divert spending on the retail purchase of clothing by residents of the Houma, Louisiana Metropolitan Area (Terrebonne Parish and Lafourche Parish) from retail shopping areas located in the New Orleans Metropolitan Area and Baton Rouge Metropolitan Area to retail shopping entities located in the Houma Metropolitan Area. The focus retailer for the proposed marketing research study will be the J. C. Penney store located in the Southland Mall in the City of Houma.
The marketing research proposal presented herein is a comprehensive document. Included in this proposal are (1) the presentation of background information for the proposed marketing research study, (2) a statement of the research problem/opportunity, (3) the justification for the proposed marketing research study, (4) a statement of the research objectives for the proposed marketing research study, (5) a statement of the research questions and hypotheses for the proposed marketing research study, and (7) a research methodology for the proposed marketing research study.
Retail Focus in the Houma Metropolitan Area
The primary retail shopping center for the Houma Metropolitan Area is located in the City of Houma, which is the site of the Southland Mall. The major anchor tenants in the Southland Mall are (1) Dillard's, a regional department store chain, (2) Sears, a national department store chain, and (3) J. C. Penney, a national fashion retailer (the J. C. Penney company converted from a general department store to a fashion retailer in the early-1990s).
Retail shopping in the New Orleans Metropolitan Area is accessible to the residents of the Houma Metropolitan Area via a four-lane divided highway that requires approximat...