Marketing Research of AmorClothingCo. 1
Marketing Research of AmorClothingCo.
Isis Sanchez
School of Business, Liberty University
Author Note
Isis Sanchez
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Isis Sanchez
Email: [email protected]
Marketing Research of AmorClothingCo. 2
Abstract
AmorClothingCo. is a small business based in Arizona that strives to put Jesus at the center of
their operations while supplying customers with the cutest kids clothing designs that glorify God.
In this assignment I analyze and answer a few questions regarding their market research
approach.
Keywords: market resesrch, Amor Clothing.
Marketing Research of AmorClothingCo. 3
Marketing Research of AmorClothingCo.
Q1. Discuss the use of marketing research to be used to gather information on present or
potential customers. Which forms of marketing research would be best in gathering consumer
information relating to the product/service? Outline a marketing research process, including data-
gathering techniques (survey, observation, etc.) (Ch.4)
Marketing research is a crucial tool for companies to make informed decisions about their
products and services. Understanding the customer’s needs and wants, as wells as their
purchasing behavior enables companies such as AmorClothingCo. to create a product that will be
successful in the market.
In the case of Amor Clothing, a few forms of market research can be employed to gather
consumer information. First, analyze customers’ orders by determining the frequency, size, and
cost of the orders and the items purchased. Pay attention to the information collected by
salespeople. AmorCompanyCo. has two physical stores in Arizona. Customers that visit said
stores tend to give feedback on their experience to salespeople. In addition, the company also has
a strong presence on social media sites, such as Instagram. Watching the interactions with their
posts, they can assess how people feel about the products posted. Through people’s comments
they can gather intel on customer preferences, wants, and needs. Surveys would be another great
way to gather information. Creating polls on Instagram, or surveys access printed on receipts
would be efficient ways to accomplish this. Finally, benchmarking their product and pricing
against competitors. This would give the company great insight into what differentiates their
brand in the market. This is also a great way to assess any strengths of competitors and how they
compare to the business’s weaknesses.
Marketing Research of AmorClothingCo. 4
Q2. Explain several external forces (political/legal, economic, competition, etc.) that affect the
organization’s marketing planning and strategy. (Ch.4)
In recent years, Christian businesses exposure to lawsuit has increased due to the different
interpretations of the First Amendment. There have been cases where Christian businesses have
been put on the spotlight of criticism and legal scrutiny due to their employment decisions or
faith-based statements. “One of the areas of vulnerability that has emerged is employment law.
While declaring Christian values is permissible, it could cause questions about a company’s
motives regarding employment decisions, exposing them to lawsuits…” (Kendall and Johnston).
Technology transformations would be another factor to watch closely. AmorClothingCo. relies
heavily in its social media presence, therefore, keeping a watchful eye on social media trends is
essential. In the past couple of years companies such as Tiktok have overtaken the spotlight of
other social media sites. Increasingly, people gravitate toward the newest better app.
Competitors would be another area to focus on. With the rising of new Christian baby and
mother clothing companies to the market, it is important to study the competitor’s patterns to
determine what drives customers to purchase from them. In addition, sites such as Etsy are a
potential threat as well. This site allows an endless number of users to post their creations for
sale on their website. Many of these sellers allow for customization of their products, which is
desirable for shoppers.
Q3. Discuss the aspects of the organization’s customer relationship management (CRM)
program. (Ch.5)
AmorClothingCo.’s CRM program consist of focused efforts: Christ is at the center of their
business, they are heavily involved in giving back to their community, and their strong
communication with customers. Inevitably, these three aspects create a loyal customer base.
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They are focused on putting God at the front and center of what they do, as exemplified by their
website and social media. Moreover, they donate 10% of all proceeds to local outreach, donating
to causes such as the youth and expecting mothers. Donating to their community gives the
customer a tremendous incentive to continue to invest in the company. Lastly, through a solid
communication with customers via in person and online they can listen to what people desire in
their brand. Their items are designed after the latest trends, differentiating them from the typical
kids clothing brands, for example.
Q4. Explain which consumer characteristics (personal, psychological, cultural, situational,
social) matter most in the purchase decision. (Ch.6)
In terms of psychological needs and motivation to purchase, people will buy food and essentials
before focusing on their preferences. If we consider Maslow’s Hierarchy of Needs Theory as
explained in page 150 of the Marketing Management 4th edition book by authors Marshalls and
Johnston, people tend to prioritize essential goods in their purchasing habits. Purchasing trendy
baby clothing is hardly a necessity, rather a commodity good. On the other hand, if we take into
consideration the cultural aspect of the purchase decision making, people will choose to support
companies with strong charity and community outreach presence, especially if said company’s
morals align with their values and beliefs. Also, socially speaking, younger parents will prefer to
dress their kids in the colors and styles that will give them a higher status appearance and a
trendy look.
Q5. Explain how the product/service is positioned in the market. Quote or create a positioning
statement for the product/service and explain its rationale. This statement must address the
following:
a. The primary target market
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b. The value proposition
c. The points of difference from competitors
Format the statement with quotation marks, italics, or bold print. (Ch.7)
“We handpick and design* all of our looks & goods, here in sunnyIGilbert, Arizona.
We are sharingIour love for Jesus with you through our talents and collection.”
(AmorClothingCo.com). Through a quick look at their website, it can be deduced that this
company focuses on parents and women in the child-bearing age range. Their customers are
people that appreciate differentiation and careful selection of styles and are Christian. Their
pricing of the items suggests that they target all economic classes but focus on the middle class.
What makes them stand out from competitors is their unique fashionable designs and their
elevated use of neutral colors. Finally, the way they integrate God in their business endeavors
and the community outreach program is unlike any company I’ve seen before.
Marketing Research of AmorClothingCo. 7
References
Kendall, M. H., & Johnston, S. M. (2023, February 24). Navigating Employment Law for
“Christian Owned and Operated” Businesses.
https://www.scirp.org/journal/paperinformation?paperid=123388
Marshall, G. W., & Johnston, M. W. (2019). Marketing Management 4th Ed. .
https://prod.reader-ui.prod.mheducation.com/epub/sn_91b7/data-uuid-
709325b79e5f4cac8cc744f58dd709fd
