Background & Research Objective

Buhi Supply Co$.$ is a mid$-$market, e$-$commerce, and retail bag supplier. It specializes in backpack, purse, wallet, satchel, and duffel products. Buhi prides itself in providing high$-$quality products with unique and detailed elements inspired by global designs. Buhi's most successful product is its line of backpacks. With the thought of capitalizing on that success, the company is interested in exploring the viability of a new product line: luggage.

Buhi is interested in obtaining research to help guide concept development of this potential product line. Before proceeding with a concept, the company would like to better understand the competitive environment, optimum features, and unique or preferred design elements to include for the market.

Buhi's target market for this new luggage line is predominantly male, $21-28$ years old, single, and earning a yearly income between $$45,000-$$$55,000.$