Consumer Behavior

GROUP PROJECT

Project of Consumer Behavior on Casual and formal attire

Submitted By- Submitted To -

Group No :
Saad Khan (11956) Sir. Usman Yousuf
Kumail Haider (11975)
Mirza Fahad Baig (11854)
Aqsa Tahir (11845)
 Acknowledgement

All praise to Allah who has empowered and enabled us to accomplish the task
successfully. First of all, we would like to thanks our Allah Almighty who really
helps us in every problem during the project. We would like to exhibit our sincere and
humble gratitude to Almighty Who’s Blessing, help and guidance has been a real
source of all our achievements in our life.
We have taken efforts in this project. However, it would have not been possible
without the kind support and help of our course teacher Sir USMAN YOUSUF. We
would like to extend our sincere thanks to him.
We are highly indebted for their guidance and providing necessary information
regarding the project and also for their support and encouragement in completing the
project.
At last but not the least our team efforts, supports, cooperation and encouragement
showed by each member in the group with each other.

Yours Sincerely,

Aqsa Tahir
Saad Khan
Kumail Haider
Mirza Fahad Baig
 TABLE OF CONTENTS

Sr. No. Topic Page

01. Objective 4

02. Introduction 4-5

03. Introduction of the Company 6-7

04. External Factors 7

05. External Influences on Product 7-8

Purchase

06. Demographics 9

07. Respondent -1 details 9-10

08. Respondent -2 details 10-11

09. Respondent -3 details 12-13

10. Respondent -4 details 13-14

11. Internal Factors 15

12. Consumer Decision Making Process 16-21

13. Marketing Strategy 21-24

14. Conclusion / Future Outlook 24-25

01. OBJECTIVE

The main objective of this project is to study the buying behaviour of the consumer in
Casual and Formal attire and what are the various factors (external or internal) which
influence a person to purchase casual and formal attire.

02. INTRODUCTION

The field of consumer behaviour is enormous, and highlights the importance of the
customer at the centre of the marketer's universe. Each consumer is unique with
different needs and wants and buying choices and habits are influenced by habit, and
choice that are in turn tempered by psychological and social drivers that affect
purchase decision processes. It is a complex multi dimensional variable.

Knowledge of consumer behaviour is critical for influencing not only product

purchase decisions but also important marketing decisions for commercial firms, non
profit organizations, and regulatory agencies. Applications of consumer behaviour
decisions lie on marketing strategies, regulatory policies, social marketing, and
informed individual.

The general structure and concept of consumer behaviour is fragmented into four
major categories External influence, Internal influence, Self concept and lifestyle,
Decision making. External influences include culture, subculture, demographics,
social status, reference group, marketing activities and family. Internal influences
include perception, learning, memory, motives, personality emotions, and attitude.
The self concept and lifestyle produce needs and desire, many of which consumption
decision to specify.

Culture plays the most pervasive influence on external factors of consumer behaviour.
Culture varies in values and nonverbal communications. Sub culture is a segment of
larger culture hose members share distinguishing values and patterns of behaviour.
Affect of cultural factors on consumer behaviour and marketing strategy is shown
below.

Languag
e Tradition
s

Demogra Marketing
phics Consume strategy
r
Behaviou
r
communications
Norms
Non verbal

Demographics consist of structure, size and distribution. Social status refers to ones
position in relatives to others on one or more dimensions valued in society. House
hold plays an important decision on most consumption decisions. Family house hold
consists of a family and any unrelated people residing in the same housing unit. Effect
of hose hold culture, values play an important role in buying decisions.

Consumer behaviour theory prior to the Second World War was based on accepted
economic theory of the "rational man" model of decision making. The central idea of
economics is that people make decisions by weighing costs and benefits in a rational
manner. The consumer's objective is therefore to select a set of product quantities that
maximise satisfaction (or utility), subject to available income. Utility in this context
means the ability of a product to meet functional needs. The consumer then expends
their income (budget) and selects specific amounts of the two products. Product prices
and income are predetermined and, consequently only the quantities of the two
products purchased are varied to maximise utility. Rational therefore means the
"explainable" processes of consumer behaviour.

Current approaches suggest that behavioural underpinnings in consumer decision

processes are beyond pure rational dimensions and stem from both innate and
acquired needs that involve a complex combination of conscious and unconscious
processes as well as rational and emotional factors.

This behavioural component allows marketers to identify prospective customers'

needs and wants, and influence the exchange, perception, and satisfaction dynamics of
the purchasing decision process.
 03. INTRODUCTION OF THE COMPANY
AMIR ADNAN
Amir Adnan started his journey of designer wear twenty-eight years ago his initial
outlet in 1990. At that point, they solely had a range of ties. 1990 saw the evolution of
outlet facility wear fashion in Asian nation once Amir Adnan, a business graduate by
profession, stepped resolute understand his own individual vogue, at the identical time
translating it to the strain of a annoyed market. The necessity for an easy neckwear
took him to Italia wherever he trained and came with an inspired approach to
reconstructing this basic accent. In 1992, he designed his initial vary of jeans, typical
denims block written with a touch of quality and launched them in America. The
juxtaposition of 2 on the face of it heterogeneous cultures set the international market
aflame. Amir Adnan has twenty retailers throughout Asian nation and across the
planet. Out of those retailers, 12 are in city set at swish areas. These retailers are at
Park Towers, Zamzama, KDA and Dolmen Mall. there's a manufactory outlet in
Korangi Industrial space, Karachi, as well; 4 retailers are in Lahore and six in capital
of Pakistan.

Adnan began researching the various dimensions of his recently found passion, and in
1994, accomplished that fashion to him wouldn't be concerning modernizing culture
however a lot of concerning creating one's identity legendary. His mission was to
revive the Sherwani, the normal long coat, that was buried with the Lords and and
Maharajas of yesterday. The trendy day man had adopted the western business suit
because the solely acceptable vision of grooms wears and Adnan vowed to vary that.
Amir Adnan could be a tiny producing issues manufacturing just about two hundred
totally different things of branded men’s wear daily. The daily production varies from
casual daily wear, formal workplace apparel to heavily embellished formal or grooms
wear. whereas experimenting with diffusion to suit the strain of an up to date
market,Maharajas of yesterday. The trendy day man had adopted the western business
suit because the solely acceptable vision of grooms wears and Adnan vowed to vary
that.

Amir Adnan could be a tiny producing issues manufacturing just about two hundred
totally different things of branded men’s wear daily. The daily production varies from
casual daily wear, formal workplace apparel to heavily embellished formal or grooms
wear. Whereas experimenting with diffusion to suit the strain of an up to date market,
the name of Amir Adnan has continually been related to quality and class, their forte
deeply frozen in traditionalism. Amir Adnan, the name behind the label, supervises
the complete team of designers to take care of standards. Once creating his mark
within the Pakistani market, he has currently taken his company into the international
market with fastidiously designed exports. Amir Adnan is that the initial company to
go out with up-market, prime quality dressmaking, made in tiny and exclusive
volumes. Today, nearly a decade later, Amir Adnan's style philosophy has evolved
clearly, creating itself for good on the map. His is that the largest enterprise of
designer consumer goods in Asian nation.

04. EXTERNAL FACTORS

External factors are the factors which are not under our control and which will create
a impulse to consumer to behave in a particular way to make or change his/her
decision.
These factors are:
 Age
 Sex
 Occupation
 Education
 Income
 Class
 Subclass
 Brand loyalty
 Print media
 Social class
 Electronic Media

In our sample size major external factor which played the role in change in decision
making such as “Brand loyalty “in one Respondents case. Another Respondents case
the external factor was spirituality (Religious). Rest all were active about and keen
about the latest brand in the market. Physiological influences include perception,
learning, memory, motives, personality emotions, and attitude. The self concept and
lifestyle produce needs and desire, many of which consumption decision to specify
leads to impulse generation with association with external factors. This factor makes
the brand come under the consideration set and finally make into the decision. Our
respondents were using the external factors as mention above to take their casual and
formal attire purchasing decision.

05. EXTERNAL INFLUENCES ON PRODUCT

PURCHASE

One of the Respondents was keener about the particular brand and very loyal.
Price- Generally We found all the Respondents are price sensitive. Regular purchase
of brand will be 2-3 pair per month. Our Respondents are selecting the brand on the
basis of selective occasion.
Brand- Respondents usually prefers to have branded attire on selective brand
available in the market; Respondents choose the brand for the comfort level and
media presence.
Peer Group- Respondents are associated with some type of group official/ religious
peer group in one of the respondents he belong to religious social class and he was
wearing the attire on particular occasion.

Quality- All the respondents were keen about the quality in terms of fabric, cotton %
in the fabric.

Brand Ambassador- Respondents were in our sample space shown very little on
brand ambassador.

Income: It was observed that the respondents whose families were in the income
group 50,000 Rs or above opted for designer wear.

Family values: It was also observed that they were high on fashion-opinion
leadership. They were very close to the family and seek advice for their purchasing.
Style was an independent factor and therefore all the respondents were independent
when it came to purchasing decisions most of the time. Very rarely they take the
casual and formal attire decision in presence of their siblings.

Media: All the respondents were taking their purchase decisions based on the brand
presence in media either in electronic media / Print media/ TV. They all were very
keen about the new arrival of the brand presence in the media.

Salesman influences – All the respondents were not influenced by salesman

recommendation while purchasing. While purchasing the casual and formal attire they
sometimes ask any discount or offer available on particular variety.

Social Class: The Extent of this mobility varies according to the rigidity of social
stratification a given society. A consumer’s behaviour is also influenced by social
factors, such as the consumer’s reference group, family, and social roles and statuses.
Persons with in each social class tend to behave more alike than persons from two
different social classes. Second, persons are perceived as occupying inferior or
superior positions according to their social class.
Reference Group Respondents belong to secondary group, which tend to be more
formal and where there is less continuous interaction. They include religious
organizations, professional associations; get together on the marriage or committee.

Family Group: Since the most of respondents are living with their parents mostly do
not involve their parents to take their casual and formal attire decision because of the
fact of generation gap. They sometime consider their siblings while they go outside or
weekend purchase. They some times recall the particular brand with help of their
siblings and search the particular brand available in the market place.
06. DEMOGRAPHICS:

07. RESPONDENT DETAILS -1

DEMOGRAPHICS
Name : Muhammad Saad Khan
Age : 23years
Gender : Male
Occupation : Own Business
Education : BBA
Income (Family) : 5-8 Lac per Annum
Religion : Muslim
Residential Area : Gulshan, karachi
Nationality : Pakistani

MEDIA
Print Media : News Paper
Internet : Limited surfing

SOCIAL STRATIFICATION
Class : Upper-Middle Class

ETHNIC SUBCULTURE
Birth Place : Karachi, Pakistan
Caste : Rajput
Family : Parents, siblings
Tendency to spend : Likes to save money
Traditional/Modern : Modern
Active/Passive : Active
Religion/Secular : Moderate Religious
Decision makers : Parents

FAMILY STRUCTURE
Father : Senior Superintendent of Police
Mother : House Wife
ENTERTAINMENT
Favourite Time pass : Television
Favourite pass time accompanying with : Friends

EATING HABITS
Non-Veg/Veg : Non-Vegatarien
Drinking : No
Smoking : No

GROUPS
Work group : Official
Entertain group : Family get together
FOR ITEM: CASUAL AND FORMAL ATTIRE

ITEM PURCHASED
Kurta Shalwar

PURCHASE LOCATION
Mall, Outlets

PURCHASE DECISION
Initiator : Mother
Decision maker : Joint
User : Mother and Self
Opinion leader : Friends and Mother

BELIEF IN ITEM
Branded
Quality Oriented

MOTIVE : Affective
INTANGEBLE CHOICE Style

BRAND PREFERENCE
Consideration set : Amir Adnan
Brand Loyal

08. RESPONDENT DETAILS -2

DEMOGRAPHICS
Name : Mirza Fahad Baig
Age : 21
Gender : Male
Occupation : business
Education : Graduate
Income (Family) : Above 8 Lac (per Annum)
Religion : Muslim
Residential Area : Gulberg, Karachi.
Nationality : Pakistani

MEDIA
Print Media : News Paper
Internet : Regular Net Surfing

SOCIAL STRATIFICATION
Class : Upper Middle Class

ETHNIC SUBCULTURE
Birth Place : Karachi, Pakistan
Caste : Mughal
Family : Parents and Grandparents.
Tendency to spend : Likes to save money
Traditional/Modern : Modern
Active/Passive : Active
Religion/Secular : Moderate Religious
Decision makers : Self

FAMILY STRUCTURE
Father : Businessmen
Mother : House Wife
ENTERTAINMENT
Favourite Time pass : Television
Favourite pass time accompanying with: Friends

EATING HABITS
Non-Veg/Veg : Non-Vegetarian
Drinking : No
Smoking : No

GROUPS
Work group : Official
Entertain group : Group Get Together

FOR ITEM: CASUAL AND FORMAL ATTIRE

ITEM PURCHASED
Kurta Shalwar

PURCHASE LOCATION
Mall, Outlets

PURCHASE DECISION
Initiator : Self
Decision maker : Self
User : Self
Opinion leader : Friend

BELIEF IN ITEM
Branded
Quality Oriented

MOTIVE : Affective
INTANGEBLE CHOICE Style

BRAND PREFERENCE
Consideration set : Gul Ahmed, Cambridge and Hitler.
Brand Loyal
09. RESPONDENT DETAILS -3

DEMOGRAPHICS
Name : Kumail Haider
Age : 22
Gender : Male
Occupation : Polani Travel
Education : BBA
Income (Family) : 5- 8 Lakh (per Annum)
Religion : Muslim
Residential Area : Malir Cant, Karachi
Nationality : Pakistani

MEDIA
Print Media : News Paper :
Internet : Regular Net Surfing

SOCIAL STRATIFICATION
Class : Middle Class

ETHNIC SUBCULTURE
Birth Place : Karachi Pakistan
Caste : Syed
Family : Parents and Siblings
Tendency to spend : Likes to save money
Traditional/Modern : Traditional
Active/Passive : Active
Religion/Secular : Religious
Decision makers : Joint

FAMILY STRUCTURE

Father : Pakistan Railway

Mother : House Wife
ENTERTAINMENT
Favourite Time pass : Television
Favourite pass time accompanying with: Friends

EATING HABITS
Non-Veg/Veg : Non-Vegetarian
Drinking : No
Smoking : No

GROUPS
Work group : Official
Entertain group : Group Get Together
FOR ITEM: CASUAL AND FORMAL ATTIRE

ITEM PURCHASED
Formal Suit

PURCHASE LOCATION
Mall, Outlets

PURCHASE DECISION
Initiator : Self and Father
Decision maker : Self
User : Self
Opinion leader : Best Friend

BELIEF IN ITEM
Branded
Quality Oriented

MOTIVE : Affective
INTANGEBLE CHOICE Price

BRAND PREFERENCE
Consideration set : Califord, Dinners and Cambridge.
Brand Loyal

10. RESPONDENT DETAILS-4

DEMOGRAPHICS
Name : Aqsa Tahir
Age : 22
Gender : Female
Occupation : Teacher
Education : Graduate
Income (Family) : 5-Lac (per Annum)
Religion : Muslim
Residential Area : Tariq Road, Karachi
Nationality : Pakistani

MEDIA
Print Media : News Paper
Internet : Regular Net Surfing

SOCIAL STRATIFICATION
Class : Upper- Middle Class

ETHNIC SUBCULTURE
Birth Place : Karachi, Pakistan
Cast : Siddique
Family : Parents
Tendency to spend : Likes to save money
Traditional/Modern : Moderate Traditional
Active/Passive : Active
Religion/Secular : Moderate Religious
Decision makers : Joint

FAMILY STRUCTURE
Father : Businessmen

ENTERTAINMENT
Favourite Time pass : Television
Favourite pass time accompanying with: Friends

EATING HABITS
Non-Veg/Veg : Vegetarian
Drinking : No
Smoking : No

GROUPS
Work group : Official
Entertain group : Group Get Together

FOR ITEM: CASUAL AND FORMAL ATTIRE

ITEM PURCHASED
KURTI, TROUSER, SCARFS

PURCHASE LOCATION
Mall, Outlets

PURCHASE DECISION
Initiator : Self
Decision maker : Self and Mother
User : Self
Opinion leader : Elder Sister

BELIEF IN ITEM
Branded
Quality Oriented

MOTIVE : Affective
INTANGEBLE CHOICE Style

BRAND PREFERENCE
Consideration set : Sapphire
Brand Loyal
 11. INTERNAL FACTORS

NEED

Maselow’s need hierarchy is readily adaptable to market segmentation and the development
of advertising appeals because there are consumer goods designed to satisfy each of the need
levels and because most of the needs are shared by large segment of consumers.

The need hierarchy is openly used as a basis for market segmentation with specific
advertising appeal directed to one or more need segment. For example in our casual and
formal attire we will use an add in which a social appeal is highlighted by showing a group of
young people enjoying themselves and advertise the product.

EMOTION
Emotions are strong, relative uncontrolled feelings that effect behavior. Emotions are
generally triggered by environmental events .Anger, Joy, Sadness are most frequently
response to a set of external events. Three dimensions of emotions are pleasure,
arousal and dominance.

PERCEPTION
The component of perception targeted in the given advertisement is exposure which
would create an impact on the consumer’s mindset. The background of the
advertisement is coloured so that it creates a significant attention to the consumer’s
mind. Position of text has been kept in a form so that the consumer is able to read the
text.

LEARNING PRINCIPLES
Consumers’ decision is not an individual decision but it’s a collective decision made
by his friends, parents and tech expert people. They were keen towards the product
attributes like casual designs, colour preferences, the type of dressing, brand image,
influence of society, culture on their particular product etc. High involvement learning
was seen in the individuals.
 12. DECISION MAKING PROCESS

The term consumer decision produces an image of an individual carefully evaluating

the attributes of a set of products, brands, services and rationally selecting the one that
solves a clearly recognised need for the least cost. Consumers make numerous
decisions everyday; sometimes even when they are not consciously aware of how and
why they have made a choice. The consumer as a decision maker is viewed in
different ways by different groups of researchers. The economic view holds that
consumers are rational decision makers, while some other researchers view the
consumers as uninvolved passive decision makers.

Yet another group of researchers view consumers as cognitive decision makers. But
all these views ignore the influence of emotions on consumers’ choices. There are
three types of consumer decision making:–
1. Nominal decision making (low purchase involvement with no external
information).
2. Limited decision making (consumer evaluates limited alternatives with some
external information).
3. Extended decision making (large number of alternatives with the help of
extensive information search from both internal and external sources).

There are three phases in consumer decision making process:–

1. Problem recognition
2. Information search
3. Alternatives evaluation and selection.
Problem recognition is initiated with identification of a gap in the actual state and the
desired state as perceived by the consumer. The consumer may be aware or unaware
of the problem or need.

The need awareness can trigger through non-marketing and/or marketing triggers.
Marketing triggers involve identifying consumer problems through various techniques
and then acting on these. Marketers may also try to suppress problem recognition by
consumers.

Information search is initially done from internal sources, i.e., memory and
experience, and then from external sources, i.e., friends, internet, etc. Consumer
decision making involves seeking information on three important aspects of product –
evaluation criteria, alternatives available, and attributes of each alternatives. The
amount of external search to be done depends on various market, product, consumer,
and situational variables.
Alternatives evaluation and selection involves making the brand choice after
evaluating all the alternatives. There are three types of consumer choice processes –
affective choice (based on ‘it feels right’ factor), attitude-based choice (based on
decision rules), and attribute-based choice (based on attribute-by-attribute comparison
across brands.
CONSUMER DECISION MAKING PROCESS

As we look into the buying behaviour of the respondents towards the purchase of
Casual and formal attire we find that the purchase is of a high involvement in almost
all cases. The questionnaire study that was done to tab the responses indicates that the
respondents were brand loyal and were able to relate the advertisements of their liked
brands. Most of them even indicated the name of the brand ambassadors of their
respective brands. They were keen towards the product attributes like casual designs,
colour preferences, the type of dressing, brand image, the perception of brand in the
market, influence of society on their particular brand etc. The overall purchase
involvement towards the purchase was high. It was also found that though the
purchase involvement of the respondents was high but the product involvement was
low. They were ready to buy any product may be a T-shirt, a trouser etc but of their
preferred brand only.

MODULAR APPROACH OF CONSUMER DECISION MAKING PROCESS

Extended decision making model is used as shown in the figure below to relate the
responses of the purchases towards casual and formal attire.

Problem Recognition

Information Search

Evaluation and Selection of Alternatives

Decision Implementation

Post-purchase Evaluation

This model has been divided into five parts:

RESPONDENT DETAILS -1

Problem Recognition:
It is found that the respondent was very keen about his looks and comforts. The
respondent realised that his present apparels did not look contemporary any more.
Because of this latent need the respondent purchased his Kurta Shalwar. Thus from
here we find that the problem was generic for the respondent and sensing the need for
the purchase he straight away bought the Kurta Shalwar.

Information Search:

As soon as the respondent identified his need of buying a Kurta Shalwar he was in
search of the right alternative. He had some brand names in his mind set before the
actual purchase but was unsure whether he would get the right product. The
respondent actively seeks information through internal search and very little of
external search which is through advertisements in print and electronic media. His
consideration set included brands like Amir Adnan, Junaid Jamshed, Gulahmed.

Evaluation criteria

Attribute Based Choices:

The respondent’s evaluation criteria for the purchase of Kurta Shalwar were found to
be attributed based. Price, Quality, Brand name, style were the relevant alternatives
under which the choice was made. Motive of the choice was found to be affective.
Style as the major intangible criteria of the purchase.

Decision

The final decision was made by evaluating the prime alternatives and ranking them in
order of their preference to come to the final conclusion. A lexicographic style of
decision making was seen in the purchase.

Post Purchase evaluation

There is no other dissonance as such from the part of the respondent and he is fully
satisfied with the product.

Consumer satisfaction

The respondent was found to be fully satisfied with the purchase and was ready to go
for a repeated purchase of the brand.

RESPONDENT DETAILS -2

Problem Recognition:
The purchase in this case was a pull over, which the respondent bought to meet his
requirements during the coming winters. The actual state was a need which the
respondent had and the desired state was the fulfilment of his purchase. Thus the
problem here was found to be generic leading to the purchase.

Information Search:

Once the need for the purchase was identified the respondent sought his internal
information search. He had considered some brands before the purchase and at the
point of purchase he was influenced by the style of the pullover, the brand tag
imprinted on the pullover, the colour, etc .His information search was the outlets of
various brands to which he had already visited, the varieties of the product, preference
of place. His consideration set included brands like Gul Ahmed, Cambridge and
Hitler.

Evaluation criteria

Attribute Based Choices:

The respondent’s evaluation criteria for the purchase of pullover were found to be
attributed based. Price, Quality, Brand name, style were the relevant alternatives
under which the choice was made. Motive of the choice was found to be
consummatory. Style and price were the major intangible criteria’s of the purchase.

Decision

The final decision was made by evaluating the prime alternatives and ranking them in
order of their preference to come to the final conclusion. A lexicographic style of
decision making was seen in the purchase.

Post Purchase evaluation

There is no other dissonance as such from the part of the respondent and he is fully
satisfied with the product.

Consumer satisfaction

The respondent was found to be fully satisfied with the purchase and was ready to go
for a repeated purchase of the brand.

RESPONDENT DETAILS -3

Problem Recognition:

The respondent bought a suit (Coat pant) for himself. The actual state was the need of
a formal suit to attend corporate meetings which derived him to buy the product. The
desired state was the fulfilment of his latent need for the product. The respondent was
waiting for a seasonal sale and as soon as the sale arrived the product was bought.
Problem found was generic leading to the purchase.

Information Search:

Once the need for the purchase was identified the respondent sought his internal
information search. He had considered some brands before the purchase and at the
point of purchase he was influenced by the price of the product. His information
search was the outlets of various brands, and the variety of the product. His
consideration set included brands like Califord, Dinners and Cambridge.

Evaluation criteria

Attribute Based Choices:

The respondent’s evaluation criteria for the purchase of pullover were found to be
attributed based. Price, Quality, Brand name, style were the relevant alternatives
under which the choice was made. Motive of the choice was found to be
consummatory. Price was the major intangible criteria’s of the purchase.

Decision

The final decision was made by evaluating the minimum required performance
standards to come to the final conclusion. A conjunctive style of decision making was
seen in the purchase.

Post Purchase evaluation

There is no other dissonance as such from the part of the respondent and he is fully
satisfied with the product.

Consumer satisfaction

The respondent was found to be fully satisfied with the purchase and was ready to go
for a repeated purchase of the brand.

RESPONDENT DETAILS -4

Problem Recognition:

In this case the respondent bought a kurta and trouser for herself. She was influenced
by her friend wearing a Sapphire kurti and this lead her to the purchase. Here the
desired state was the looks that the respondent presumed after wearing the shirt.

Information Search:

Information search was internal. She knew the brand and was adamant to buy that.
Evaluation criteria

Attitude Based Choice

Decision

Brand name was the surrogate indicator of quality and the decision was taken.

Post Purchase evaluation

There is no dissonance from the part of the respondent and she is fully satisfied with
the product.

Consumer satisfaction

The respondent was found to be fully satisfied with the purchase and was ready to go
for a repeated purchase of the brand.

13. MARKETING STRATEGY

INTRODUCTION

In this part of the project Amir Adnan has been selected and an advertising and
promotional strategy has been designed that can meet the desired needs of the
particular segment into consideration.

STRATEGY DESIGNING

A zoom look at the implications of the various parameters discussed in various phases
of this report has a major contribution towards building a strategy to project our
brand. The buying behaviour of respondents studied in this report towards casual and
formal attire reflects a shift of paradigm of the Pakistani customers. With the gradual
removal of market access restrictions and the liberalization on the regulations of
foreign investments, the Pakistani apparel industry has gone through a significant
change .Foreign investments have not only provided opportunities in the market but
they have played an important role in creating jobs, providing high salaries etc which
in tern has made a revolutionary change in the buying patterns of Pakistani
consumers. Buying clothing’s now is not just the fulfilment of needs but above than
this.

TARGETED NEED

The need that has been targeted to advertise our brand is the social need of the
consumer. The implications from the buying behaviour of respondents obtained as a
part of our study highlights the Affective motive of an individual in buying casual and
formal attire. The print advertisement features the Affective preservative motives of
an indivisual namely active internal and active external. This component of need set
influences an individual to purchase casual and formal attire.

TARGETED PERCEPTION

The component of perception targeted in the given advertisement is exposure which

would create an impact on the consumer’s mindset. The background of the
advertisement is coloured so that it creates a significant attention to the consumer’s
mind. Position of text has been kept in a form so that the consumer is able to read the
text.

LEARNING PRINCIPLES
Consumers’ decision is not an individual decision but it’s a collective decision made
by his friends, parents and tech expert people. They were keen towards the product
attributes like casual designs, colour preferences, the type of dressing, brand image,
influence of society, culture on their particular product etc. High involvement learning
was seen in the individuals.

MESSAGE APPEAL AND THE ATITUDE FUNCTION

The message of our advertising will focus on our USP which is Brand Image. As
shown from the study above the attitude of the respondents was found to be affective,
where the individuals were concerned about image of the brand and how it is
perceived in the society. The targeted segment would be a lower middle class
educated, in the age group of 24 to 38, having nuclear families and are concerned with
the quality of the product in their price range. Price would be kept in a range so that
this segment can purchase the product easily.

BRAND PERSONALITY

We would position our brand as:

“The one that gives me pleasure and pride and a sense of confidence in
myself.”

EXTERNAL INFLUENCE

The external influence that would play a strong role would be the age, occupation,
Income, Class, sub class and social class. Building a branded image for our product
would be the focus of our marketing strategy.

ADVERTISING STRATEGY

The print advertisement shown below incorporates the social need of the individual
who perceives himself as the one shown in the advertisement. The background of the
advertisement shows a feeling of joy where two persons standing in a lighter mood
near a sea beach. A sense of pleasure, pride and confidence has been depicted by the
punch line used in this advertisement.

MARKET PENETRATION
Another suggestion for AMIR ADNAN is to focus on market d penetration,
because they have only 20 outlets in whole Pakistan which is not enough for
becoming well-known brand. For this they have to penetrate their market by opening
new branches and outlets in different cities of Pakistan but these branches should be
on prime location in the market through which customer can conveniently approach to
their brand and products.

NEW PRODUCT DEVELOPMENT:

Another plan for AMIR ADNAN is to extend their limitation of product. Here
we suggest that they should target the other segment of market as well while catering
the upper class gents outfit clothes (existing market). Here we mean that they also
target the women segment as well. Our suggestion is that they should do work on
bridal wear dresses of both genders in order to capture market shares. Below is the
process suggested for new product development which should be followed step by
step :

IDEA GENERATIONS:
With the arrival of the new season Amir Adnan and his research and
development team should think of launching a new product which would be in
accordance with the season and also which is consistent with the customers wants.
The systematic search should be conducted in order to find out the new product ideas.
Examine the demands of the customers and the market. After the analysis come up
with different idea about the different products. These include the embroidered
sherwani which is seasonal, changes in the kids wear as its not gaining much of the
market share and customer’s attractions. Another idea about the new product is of
launching the bridal wear.

IDEA SCREENING:
After the triggering of the different ideas the company has to choose one idea to
work-upon further. Different factors should be considered while choosing one idea of
new product. First of all analyzing the sherwani it was found out that already Amir
Adnan is offering simple sherwani and its gaining much the profit for the company so
introducing the embroidered sherwani would be more profitable as the simple
sherwani is. Then thinking about the minor wear it was concluded that already kids
wear is not making that much profit for the company and there are other many brand
in minor wear who are solely doing this business so investing in this would also not
be that much profitable for the company. The last idea left to ponder on is of bridal
wear.
This idea seemed to be good for both the customers and also for the company. Groom
wear of Amir Adnan is having a good market share and people like his deigns and
prefer buying his brand so if we would launch bridal wear along with it then it would
also be gaining a good market share.

CONCEPT DEVELOPMENT AND TESTING:

The further step in developing the new product is to define the product
concept that is the detailed view of the idea in terms of the customers. By this the
company actually finds out that how attractive is the new product concept to
customers. The concept of bridal wear could be defined as follows:
 A product which has a famous and strong brand name in the fashion world of
Pakistan i-e Junaid Jamshed.

 Product would be providing satisfaction to the customers in a way that they

could buy the groom wear and the bridal wear from one place which could
save the time and cost also.

 The pattern would reveal the latest fashion which would be according to the
culture of Pakistan.

Continuously testing of the new product in the market is concerned the company
would be launching some of its designs in the different exhibitions taking place in the
Pakistan then they could easily judge about the product positioning in the market
when it would be actually launched in market.

14. CONCLUSION / FUTURE OUTLOOK:

Amir Adnan is one in every of the leading designers of Asian nation. They need
managed to capture a really massive share of the designer wear market over the past
fifteen years. Its future outlook depicts a really positive and sure-fire image. Other
than having twenty retailers in Asian nation, they need one in port and one in USA.
They still increasing and have plans to own six a lot of retailers in Mirpurkhas,
Faisalabad, Karachi, Lahore, Multan, and Sailkot. If they continue their activities like
business to higher profile segments, maintaining confidence of their customers,
having competitive edge over the competitors, increasing line, providing additional
follow-up advantages to customers, giving incentives to the workers, maintaining high
inventory turnover, issuance Associate in Nursing in-house magazine, facilitation of
e-commerce, they'll before long find yourself with a lot of bigger profits, and at the
identical time achieving their objective of satisfying customers to the most.
 They arrange on dynamic and re-launching their web site because the current outlook
isn't terribly satisfactory. They require to form positive that their web site provides
{the clients the purchasers the shoppers} with a really customer friendly
surroundings.
Amir Adnan ought to try to focus a lot of on their marketing and Advertising.
Previously, they accustomed pay plenty of their financial gain on advertising, by golf
stroke up ads in numerous magazines and newspapers. Now, solely print their ads in
their in-house magazine. This extremely restricts their customers, as people that don't
have access to the in-house magazine aren't awake to the new product launched by
Amir Adnan. They ought to still advertise in different magazines likewise.