TO UNDERSTAND THE AGGRESSIVE PRICING POLICY OF US POLO ASSOCIATION AND ITS IMPACT ON THE BUYING DESCISIONS OF ITS TARGET CUSTOMERS.

The U.S. Polo Assn. brand is the official brand of the United States Polo Association (USPA), the governing body of the sport of polo in the United States. The Association’s trademarks and logos registered worldwide are managed by USPA Properties, Inc., a wholly owned subsidiary of the USPA.

USPA Properties, Inc. partners with licensees in North and South America, Asia, Europe, Scandinavia, Russia, and the Middle East[3] to provide consumers with branded apparel, accessories, luggage, watches, shoes, small leather goods, eyewear and home furnishings. Products are available in more than 135 countries at independent retail stores, department stores and U.S. Polo Assn. brand stores.

As a for-profit corporation, USPA Properties, Inc. pays taxes on its profits generated by sales from U.S. Polo Assn. products and pays royalties to the USPA for the exclusive rights to license its trademarks. Since incorporation in 1981, U.S. Polo Assn. has realized total global retail sales in excess of $1 billion. The royalties paid by USPA Properties, Inc. to the USPA enables them to promote the sport of polo and underwrite educational and training programs such as benefits for the Association’s player members, support training centers for interscholastic and intercollegiate polo competition and fund programs in umpiring, competition and equine welfare.

So my project aims at aggressive pricing policy of US POLO ASSN and its impact on the buying decisions of its target customers. The questionnaire is designed for the customers, to understand how the price of US POLO influences them to buy the products. According to the need of the customers are they satisfied with the pricing range of US POLO as compared to pricing of competitors?

The questionnaire is designed for the customers, to understand how the VM of the store influences them to enter the store and further buy the particular merchandise. I also studied the VM KPIs which are footfall and the conversion rate at the store to correlate them with the feedback given by the customer and draw the relevant conclusion.