Buying Preference of Middle Class Youth (Male Consumers) Between Local Affordable Branded Western...

FINAL YEAR PROJECT

MARKETING

BUYING PREFERENCE OF MIDDLE CLASS YOUTH (MALE CONSUMERS)

BETWEEN LOCAL AFFORDABLE BRANDED WESTERN CLOTHING AND NON BRANDED WESTERN CLOTHING

IN KARACHI, PAKISTAN Research conducted by: Sajid Saeed Khan (MBA-53256) [email protected] PAF-Kiet (City Campus) Karachi Supervisor: Sir, Hammad Masood Version : 1.0 Year : 2010 – 2011

Buying Preference Of Middle Class Youth (Consumer) Between Local Affordable Branded Western Clothing and Non Branded Western Clothing In Karachi

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TABLE OF CONTENTS

ACKNOWLEDGEMENT ........................................................................................................................................ 4

ABSTRACT: ................................................................................................................................................................ 5

PURPOSE OF STUDY .................................................................................................................................................. 5

DELIMITATIONS .......................................................................................................................................................... 6

STATEMENT OF HYPOTHESIS:................................................................................................................................... 6

METHODOLOGY / SAMPLING: .................................................................................................................................... 6

INTRODUCTION ................................................................................................................................................. 7

MIDDLE CLASS .......................................................................................................................................................... 7

YOUTH ....................................................................................................................................................................... 8

AFFORDABILITY ......................................................................................................................................................... 8

LOCAL BRANDED WESTERN CLOTHING ................................................................................................................... 9

NON BRANDED CLOTHES .......................................................................................................................................... 9

WESTERN CLOTHES ............................................................................................................................................... 10

BUYING PREFERENCE ............................................................................................................................................. 10

THEORETICAL FRAMEWORK ....................................................................................................................... 11

INDEPENDENT / DEPENDENT VARIABLES................................................................................................................ 11

RESULTS ........................................................................................................................................................... 13

DATA PROCESSING / COLLECTED DATA ................................................................................................................. 13

FINDINGS ................................................................................................................................................................. 13

CONCLUSION ........................................................................................................................................................... 22

RECOMMENDATION ................................................................................................................................................. 22

FURTHER SCOPE OF STUDY .................................................................................................................................... 22

INSTRUMENT / QUESTIONNAIRE ................................................................................................................. 23

OUTPUT OF THE DATA COLLECTED THROUGH SURVEY ..................................................................... 26

GRAPHICAL REPRESENTATION OF RESULT ............................................................................................................ 43

GRAPHICAL REPRESENTATION OF FINDINGS ......................................................................................................... 75

LITERATURE REVIEW .................................................................................................................................... 95

MIDDLE CLASS ........................................................................................................................................................ 95

YOUTH ..................................................................................................................................................................... 97

AFFORDABILITY ....................................................................................................................................................... 97

PREFERENCE .......................................................................................................................................................... 98

CONSUMER ............................................................................................................................................................. 98

CONSUMER BEHAVIOR ............................................................................................................................................ 99

BRAND ..................................................................................................................................................................... 99

THE CLOTHING INDUSTRY ..................................................................................................................................... 100

PERCEPTIONS ....................................................................................................................................................... 101

FACTORS CONSIDERED BY CONSUMERS WHILE BUYING BRANDS ........................................................................ 101

CURRENT FASHION TRENDS .................................................................................................................................. 102

PRICE .................................................................................................................................................................... 102


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WESTERN CLOTHING ............................................................................................................................................ 103

QUALITY ................................................................................................................................................................ 103

REFERENCES ................................................................................................................................................ 106


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ACKNOWLEDGEMENT

In the name of Almighty ALLAH, the most gracious and merciful, who gave me the

skills, knowledge, power and ability to complete this Final Year Project.

I am grateful to many people for the successful completion of this project. First of all, I

would like to thank to my Institute‟s Department of Business Administration, PAF-KIET

(City Campus), for providing me the opportunity to improve my knowledge and skills in

the field of Business Management – Marketing Research.

I would not forget to thank to my project supervisor, Sir, Hammad Masood for his

openhanded support. I am also grateful to Sir, Qazi Salman who taught me the

concepts of conducting research during the course Methods of Business Research.

At the end, I am thankful to all my class fellows and my family who spared me gave me

time to complete my final year project, helped me, supported me and motivated me in

completion of this project.


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Abstract: This is an exploratory study and the purpose of this study is to determine the buying

preference of middle class youth between local western branded clothing and non-

branded western clothing in Karachi, Pakistan, whether the middle class youth (males)

prefer purchasing branded clothes under their buying range or they are satisfied with

non branded clothes, along with, to determine whether the market requires more

western clothing local brands (which will be affordable for middle class youth) or not.

Studies have been conducted pertaining to consumer behavior / brands / fashion

clothing. The sources from where taking help is taken, are:-

1. Perception of branding in the clothing industry: a survey among black

adolescents. (Anderissa, Grobler, & Herbst, 2004)

2. Consumer preference of international brand over local brand. (Kanwal)

3. Consumer buying behavior in fashion retailing, empirical evidences (Azevedo,

Pereira, Ferreira, & Pedroso, 2008).

4. Fashion involvement and buying behavior and Consumer impulse buying in local

markets. (Douglas, Lawrence, & Charles, 1976)

Purpose of study

The purpose of this study is to determine:

buying preference of middle class youth (males) between local affordable

western clothing and non branded western clothing.

Whether the market requires more western clothing local brands (which will be

affordable for middle class youth) or not.

Additionally, it will be determined categorically that, which income group buy

western clothes in which price range, so the marketers will be able to find out that

where they should invest their money or which income group they should target

as per their requirements.


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Delimitations

This research is restricted to Karachi, Pakistan due to insufficient funds and time

constraint.

This study is based on limited number of respondents as it may be difficult to

gather data from all over the Pakistan (time and resources constraints).

The respondents may not be sincere / truthful and fill in the questionnaires

unwillingly or can give a false or biased picture.

The research does not cover all of the categories of clothing. In fact it deals only

with the local branded western clothing.

Statement of Hypothesis: H0: Middle Class youth do not prefer to buy local branded western clothes. H1: Middle Class youth prefer to buy affordable local branded western clothes.

Methodology / Sampling:

The sampling technique which will be used is convenience sampling.

Primary data will be collected through survey, simple questionnaire (hardcopy). Further,

the data will be analyzed on SPS18. The sample size will be 300 max, it is not possible

to conduct survey among the whole middle class youth of Karachi so to represent the

Karachi‟s population sample of 300 is taken and to collect the data Dolmen Centre Tariq

Road and Zainab Market Saddar Karachi is selected, where from all over the Karachi

youth come to shop and both of these markets are considered as middle class markets,.

The purpose of the questionnaire will be to determine the facts regarding the middle

class male consumer‟s (youth) buying preferences between the local branded western

clothing and non branded western clothing in Karachi, whether consumer prefers to buy

the local affordable branded clothes or they are satisfied with non branded clothes.


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INTRODUCTION

Middle Class

The group of people in the middle of a social hierarchy. The middle class is the large

group of people in a society who falls between lower class and upper class.

(http://en.wikipedia.org, Middle Class)

However, in Pakistan the category of middle class represents those social class of

society whose income are moderate means not higher nor lower. According to IRI

survey of Pakistani public opinion in the year 2008, the breakdown of monthly incomes

of middle class in Pakistan as follows:-

The people who earn Rs. 3,000 are 10%, who earn Rs. 3,001 – 10,000 are 57%, earner

between Rs. 10,001 – 15,000 are 16%, those who earn between Rs. 15,001 – 25,000

are 9% and people earning more than Rs. 25,000 are 2% only (Butt, 2008)

Most possibly, the sample is some how a truthful representation of the population as a

whole (i.e, after all, the point of census). The percentage of Pakistanis who earn more

than Rs. 25,000 is only 2%. (Butt, 2008)

According to the article written by Ahsan Butt in the year 2008 published on

www.asiancorrespondant.com and survey conducted by IRI under reference in the

above said article, the moderate income falls between Rs 10000 to Rs. 30000 (above

25000). (Butt, 2008)

http://www.asiancorrespondant.com/


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According to the Household Integrated Economic survey published on the website of

Federal Bureau of Statistics, an average household in Pakistan spends 0.5 per cent of

its income on recreation. The average income of a middle class family is to be around

Rs. 50,000 per month, (Ishtiaq, 2010)

In the light of above surveys, this study is being conducted in Karachi which is an urban

city, and the middle class income range is taken between Rs. 10000 to 40000. In this

study all are included like a person who is independent and earning in between Rs

10000 to Rs. 40000 and those also on which family is dependent and earning between

Rs 10000 to Rs. 40000, in this case a person who get money as a pocket money or get

money to buy clothes from his father or mother or guardian, the provided money starts

from Rs. 1000 to Rs. 10000 (monthly / occasionally / semi annually / annually).

Youth

In this study the youth is considered as age between 15 to 28 males only.

Affordability

The term affordable in this research refers to the buying range of middle class Youth. In

Pakistan we find two types of people in youth those who do not earn money, they spend

money from their pocket money which they get by their parents / guardians on daily,

weekly or monthly basis or to buy the clothes parents / guardians provide them extra

money apart from their pocket money and second who earn money (the source of

income is not the concern).

The local branded clothes should be affordable (in buying range) to those who earn Rs.

10000 to 40000 per month, (frequency of buying is not the concern).


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The local branded clothes should be affordable (in buying range) to those who do not

earn, but, who get money to buy the clothes from their parents / guardians from

Rs. 1000 to 10000 (frequency of buying is not the concern).

Local Branded Western Clothing

The meaning of local branded western clothing here is, persistent quality clothing on

which one can rely, quality better than the non branded clothes, but prices are not much

higher than non branded clothes suppose if a non branded shirt‟s price is Rs. 300 the

local branded shirt‟s price should be Rs. 400 to 600 as per the quality of the product.

Like branded clothing stores in Karachi but these are exclusive stores, Musa Jee,

Bonanza etc., they have their own stores they have their prices, and these stores are

considered expensive, a person belongs to middle class does not enter in these stores

because he knows the prices of clothing will be out of his buying range.

However, branded western clothes should be produced locally for middle class youth

(male consumer) by that they will get persistent best quality in their buying range. The

purpose of this research is to determine their middle class youth‟s buying preference

regarding local branded and non branded western clothing in Karachi.

Non Branded Clothes

The clothes middle class youth use to buy on routine basis regardless to know that who

is producing, the fabric, from where it is coming and who is stitching, the quality they do

not know until and unless they use / experience it, they do not even think, will it satisfy

them or not, although a brand tag they find on every cloth they purchase, sometimes the

famous brand name on the product they buy and they may know that in this price they

cannot buy that brand, these local manufacturers just to sale their products, they put


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those branded tags on and sales men use to tell the price on higher side and then

bargaining starts. However, despite all these unanswered questions they buy the non

branded clothes because they know that they cannot buy branded clothes in this price,

so they buy non branded clothes, they also know that they cannot even find branded

(whether local or international) clothes near to the price of non branded western clothes

(pants, shirts, t-shirts, jeans etc).

Western Clothes

Denim Jeans

Formal / Casual Shirts

T-Shirts

Official dress (trouser and shirt)

Buying Preference

Buying preference in this study means, the consumer (middle class youth) wants to buy

branded local western clothes in their buying range or they are satisfied with the non

branded clothes.


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THEORETICAL FRAMEWORK

Independent / Dependent Variables

In this study the independent variable is “non branded cloth consumers” on which

dependent variables depend.

Dependent variables are many as follows:-

1. Quality: Quality can be the biggest factor of buying a brand, sometimes

consumer can compromise on price but can not compromise on quality that is

why brand mean for a persistent best quality, but now the quality is not the main

object people are becoming more price conscious, they seek better quality in low

prices.

2. Value Proposition: Value proposition now is the main gist of maximum selling of

any product and middle class consumers deeply seek where the value is for

them. Some value proposition strategies are follows:

i. More benefits for same cost.

ii. More benefits for less cost.

iii. Less benefits for very less cost.

3. Price: Price of a product / brand is really important and for middle class because

they earn moderately and plan their budget for whole month, they have to spend

wisely and within their buying range, those who earn their selves and those who

get money as pocket money or getting money for purchasing the clothes by their

father / mother / guardian. Thus every person in middle class is bound to spend

wisely within the buying range and the price is the key influencer for buying the

product / brand.


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4. Fabric: Fabric has quite high importance, because non-branded consumers do

not buy clothes as branded cloth consumer buy, they seek better fabric for the

price they are paying,

5. Design: Design of Fabric, leads consumer to buy the cloth because consumers

of non branded clothing buy clothes usually if they like the design of Fabric.

6. Color: Color of fabric has its own importance; consumers of non branded

clothing may choose clothing on the basis of color of fabric, usually ratio of

choosing clothes by color of fabric, remains high.

7. Income: Income is the main source of finding consumer‟s preference, buying

power make consumer to take decision while purchasing, for middle class it is

the key factor affordability (purchasing power) and everything purchase depends

on income.


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RESULTS

Data processing / Collected Data

Data collected through questionnaire and analyzed on SPS-18, Descriptive

statistics (mode), Graphical representation of analysis in a form of Pie Charts and

Comparison among different variables in a form of Bar Chart.

A total of 400 questionnaires were filled in which 300 were realized to be

included in the results, the division of questionnaire is on the basis of age, 100

filled by 15 to 20 years old male, 100 filled by 21 to 25 years old male and

remaining 100 were filled by 25 to 28 years old male to get the clear findings /

results.

Findings

After analyzing the data it is found that the H1 (Claim) is proved, the youth

prefer affordable local branded western clothing although the strata (middle

class) which was selected is not much into brands but, they want persistent

better quality for the price they are paying and a place (manufacturer /

customer service dept.) where they can lodge their claims pertaining to the

defects in product or quality related issues.

The age group of 15 to 20 years old are not earning, they are dependent on

the pocket money which they get by their parents / guardians.

Almost 38% of 15 to 20 years old males get pocket money from their parents /

guardian which is around 1000 to 2000 Rs. per month, 20% of the same age


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group get around 2000 to 3000 Rs., 06% get around 3000 to 4000 Rs., about

04% get around 4000 to 5000 and 5000 to 6000 Rs.

Almost 33% of 21 to 25 years old males are earning 10000 to 20000 Rs. per

month and 08 % of the same age group earning 20000 to 40000 Rs. per

month rest are not earning and getting money as pocket money.

07% of 21 to 25 years old males get pocket money around 1000 to 2000 Rs.,

15% of the same age group get 2000 to 3000 Rs., 03% get 3000 to 4000 Rs.

and 02% get 4000 to 5000 Rs.

According to results 32% of 25 to 28 years old males are earning 10000 to

20000 Rs. per month and 28% of the same age group earning 20000 to

40000 Rs. per month.

25 to 28 years old males are not getting pocket money, they are self

dependent.

Shirt / T-Shirt purchasing range as per income is as follows:-

o 23 % of those who are earning 10000 to 20000 Rs. are buying Shirts /

T-shirts in a range of 300 to 400 Rs. whereas, 21% of the same

earning group range of buying shirt / t-shirt is 400 to 500 Rs. 13% are

buying in a range of Rs. 500 to 600 and 06% are buying in a range of

above 600 Rs.

o Consequently, almost 17% of male who are earning between 20000 to

40000 Rs. per month, buy shirt in a range of Rs. 300 to 400 Rs. whilst,

9% are buying in a range of Rs. 400 to 500 Rs., 7% are buying in a

range of 500 to 600 Rs. and only 4% are buying in a range of above

600 Rs.


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Shirt / T-shirt purchasing range as per Pocket Money is as follows:-

Pock. Money SHIRT BUYING RANGE AS PER POCKET MONEY (%)

200 to 300 300 to 400 400 to 500 500 to 600 Above 600

1000 to 2000 4 14 13 8 4

2000 to 3000 0 7 3 18 7

3000 to 4000 0 0 0 7 1

4000 to 5000 0 3 0 3 0

5000 to 6000 0 3 0 0 0

6000 to 7000 0 0 2 0 0

8000 to 9000 0 0 0 0 1 9000 to 10000 0 0 0 0 2

Shirt / T-Shirt buying range as per the age is as follows:-

o 1% of 15 to 20 years old males are buying shirts / t-shirts in a range of

Rs. 200 to 300, whilst, 8% of the same age group‟s buying range is

between 300 to 400 Rs., 6% are buying in a range of Rs. 400 to 500,

15% are buying in a range of Rs. 500 to 600 Rs. and 3% are buying in

a range of over 600 Rs.

o 0.5% of 21 to 25 years old males are buying shirts / t-shirts in a range

of Rs. 200 to 300, whilst, 11% of the same age group‟s buying range is


6% are buying in a range of Rs. 500 to 600 Rs. and 4% are buying in a

range of over 600 Rs.

o 1% of 25 to 28 years old males are buying shirts / t-shirts in a range of

Rs. 200 to 300, whilst, 14% of the same age group‟s buying range is


7% are buying in a range of Rs. 500 to 600 Rs. and almost 4% are

buying in a range of over 600 Rs.


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Trouser purchasing range as per income is as follows:-

o 17 % of those who are earning 10000 to 20000 Rs. are buying

Trousers in a range of 500 to 600 Rs. whereas, 19% of the same

earning group‟s range of buying trouser is 600 to 700 Rs., 8% are

buying in a range of Rs. 700 to 800 and 20% are buying in a range of

above 800 to 1000 Rs.

o Consequently, almost 2% of male who are earning between 20000 to

40000 Rs. per month, buy shirt in a range of Rs. 500 to 600 Rs.

whereas, 13% are buying in a range of Rs. 600 to 700 Rs., 14% are

buying in a range of 800 to 1000 Rs. and only 7% are buying in a

range of above 1000 Rs.

Trouser purchasing range as per Pocket Money is as follows:-

Pock. Money TROUSER BUYING RANGE AS PER POCKET MONEY (%)

500 to 600 600 to 700 700 to 800 800 to 1000 above 1000

1000 to 2000 7 14 18 3 0

2000 to 3000 11 14 3 7 0

3000 to 4000 0 7 1 1 0

4000 to 5000 3 4 0 0 0

5000 to 6000 0 0 4 0 0

6000 to 7000 0 0 1 3 0

8000 to 9000 0 0 1 0 0

9000 to 10000 0 2 0 0 2

Trouser buying range as per the age is as follows:-

o 6% of 15 to 20 years old males are buying in a range of Rs. 500 to

600, whilst, 13% of the same age group‟s buying range is between 600

to 700 Rs., 9% are buying in a range of Rs. 700 to 800 and 6% are

buying in a range of Rs. 800 to 1000 Rs.


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600 Rs. whereas, 13% of the same age group buying range is between

600 to 700 Rs. 4% are buying in a range of Rs. 700 to 800 Rs. and

only 6% are buying in a range of Rs. 800 to 1000.



to 700 Rs., 3% are buying in a range of Rs. 700 to 800, almost 14%

are buying in a range of Rs. 800 to 1000 Rs and only 4% are buying in

a range of above Rs. 1000.

Jeans purchasing range as per income is as follows:-

o 14% of those who are earning 10000 to 20000 Rs. are buying in a

range of 300 to 400 Rs. whereas, 19% of the same earning group‟s

range of buying trouser is 400 to 500 Rs., 11% are buying in a range of

Rs. 500 to 600, 9% are buying in a range of above 600 to 700 Rs, 4%

are buying in between 700 to 800 Rs. and 6% are buying in a range of

Rs. 800 to 900.

o Consequently, almost 8% of those who are earning 20000 to 40000

Rs. are buying in a range of 300 to 400 Rs. whereas, 17% of the same

earning group‟s range of buying trouser is 400 to 500 Rs., 8% are

buying in a range of Rs. 500 to 600, and 5% are buying in a range of

Rs. 600 to 700.


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Jeans purchasing range as per Pocket Money is as follows:-

Pock. Money JEANS BUYING RANGE AS PER POCKET MONEY (%)

300 - 400 400 - 500 500 - 600 600 - 7000 700 - 800 800 - 900

1000 to 2000 4 14 22 1 0 3

2000 to 3000 0 13 11 8 3 1

3000 to 4000 0 7 1 1 0 0

4000 to 5000 0 5 0 0 0 0

5000 to 6000 0 3 0 0 0 0

6000 to 7000 0 0 2 0 0 0

8000 to 9000 0 0 0 1 0 0

9000 to 10000 0 0 0 0 0 2

Jeans buying range as per the age is as follows:-



to 500 Rs., 12% are buying in a range of Rs. 500 to 600, 3% are

buying in a range of Rs. 600 to 700 Rs, 2% are buying in between 700

to 800 Rs. and only 3% are buying in a range of Rs. 800 to 900..

o 4% of 21 to 25 years old males are buying in a range of Rs. 300 to 400

Rs. whereas, 13% of the same age group buying range is between 400

to 500 Rs. 6% are buying in a range of Rs. 500 to 600 Rs., 7% are

buying in a range of Rs. 600 to 700, 3% are buying in a range of 700 to

800 and only 02% per buying in a range of Rs. 800 to 900.



to 500 Rs., 8% are buying in a range of Rs. 500 to 600, almost 3% are

buying in a range of Rs. 600 to 700 Rs., and only 3% are buying in a

range of 800 to 900 Rs


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Percentage of preference to Fabric to make a purchase, as per the age, is

as follows:-

o 25% of 15 to 21 years old males are always prefer fabric to make a

purchase. Almost 10% of the same age group sometimes prefer

fabric.



fabric, only 1% rarely prefer fabric.



fabric.

Percentage of preference to manufacturer to make a purchase, as per the

age, is as follows:-

o 5% of 15 to 21 years old males are always prefer manufacturer to

make a purchase. Almost 12% of the same age group sometimes

prefer manufacturer, 13% rarely prefer manufacturer and 2% never

prefer manufacturer.






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Percentage of preference to Fashion to make a purchase, as per the age,

is as follows:-

o 17% of 15 to 21 years old males are always prefer fashion to make

a purchase. Almost 12% of the same age group sometimes prefer

fashion, 4% rarely prefer fashion and 0% never prefer fashion.







Percentage of preference to Price to make a purchase, as per the age, is

as follows:-

o 28% of 15 to 21 years old males are always prefer price to make a

purchase, and almost 6% of the same age group sometimes prefer

price.


purchase, and almost 12% of the same age group sometimes

prefer price.


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purchase and almost 7% of the same age group sometimes prefer

price.

Percentage of influence(s) on purchase decision, as per the age, is as

follows:-

o 28% of 15 to 21 years old males say that their own choice always

influence on purchase decision, and almost 5% say own choice

doesn‟t influence on purchase decision.


influence on purchase decision, and almost 6% say that their own

choice sometimes influence on their purchase decision and 1% say

that their own choice never influence on their purchase decision.


influence on purchase decision, and almost 6% say that their own

choice sometimes influence on their purchase decision, 1% say

that their own choice rarely influence on their purchase decision

and 1% say that their own choice never influence on their purchase

decision.


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Conclusion

According to the results, this is proved that middle class youth (males) prefers to buy

local affordable branded western clothing, which means there is a huge market still

vacant to capture / target, it can be segmented on the basis of age group or on the

basis of income or as per buying range (in which price range youth is purchasing the

most). Youth prefers to wear the best they can possibly buy in their buying range, it is

determined by price, fashion, their own choices, fabric, color and design respectively, all

slots are available till now to be filled .

This is clearly visible that big slice in a cake are those who are dependent on pocket

money the age group 15 to 20 totally dependent on pocket money and small amount of

21 to 25 years old males (along with their own earning or not) get money as pocket

money from parents / guardian, and second, high rate of youth is earning 10000 to

20000 Rs. per month, these two segments are the most attractive segments to target,

and remaining are earning 20000 to 40000 which is not in a big size but yes segment is

vacant. The buying pattern of these segments can be viewed in findings section and

graphically, in graphical representation of results.

Recommendation

It is suggested / recommended that the marketers who pertain to the western clothing

businesses in Karachi should start screening / analyzing the above mentioned vacant

segments in order to get the highest market share in these vacant segments, as per this

study, its a big opportunity for them and really a huge market to enter in order to enjoy

the fruitful results.

Note: Do not rely solely on this study, as this study is conducted for academic project.

Further scope of study

Further study can be conducted on middle class youth (females), to know the

preference of females between non branded western clothing and local affordable

branded western clothing.


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INSTRUMENT / QUESTIONNAIRE

1. What is your age?

15 to 20 21 to 25 25 to 28 above 28 2. What is your gender? Male Female 3. Do you buy clothes? Yes No 4. What is your Income? If you do not earn please switch to question No: 5 Above 10000 to 20000 above 20000 to 40000 above 40000 to 60000 above 60000 to 80000 above 80000 to 100000 above 100000 5. How much money you get by your parents / guardian to buy clothes?

1000 to 2000 above 2000 to 3000 above 3000 to 4000 above 4000 to 5000 above 5000 to 6000 above 6000 to 7000 above 7000 to 8000 above 8000 to 9000 above 9000 to 10000 above 10000

6. Do you wear trousers, shirts, tshirts, jeans? Yes No 7. What do you consider while purchasing clothes? Quality Price Quality and Price both

8. Please indicate how much importance you give to each of the following factors before you buy your clothes. (Please tick one box for each characteristic)

Almost Always Sometimes Rarely Never

Fabric

Design


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Colour

Manufacturer

Comfort

Fashion

Price

9. How important would you rate the following factors in influencing the choice of clothes purchased? (Tick one box for each characteristic)

Almost Always Sometimes Rarely Never

Fashion Magazines

Beauty Magazines

Television

Radio

Newspapers

Billboards

Internet

Promotional Leaflets

Own Choice

10. In which price range you use to buy shirts / tshirts? Above 200 to 300 above 300 to 400 above 400 to 500 above 500 to 600 Or above 600 11. In which price range you use to buy a trouser? Above 500 to 600 above 600 to 700 above 700 to 800 above 800 to 1000 Or above 1000 12. In which price range you use to buy jeans? 300 to 400 above 400 to 500 above 500 to 600 above 600 to 700 above 700 to 800 above 800 to 900 above 900 to 1000


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13. The clothes you use to buy, do you know, which company is manufacturing those

clothes? Yes No 14. Would you give preference to known manufacturer of clothes over unknown

manufacturer? Yes No 15. Would you pay little bit extra amount for the clothes manufactured by the known

reputable manufacturer? (e.g. if the price of a shirt you use to buy is Rs. 350 would you like to pay Rs. 450 or 550 for a branded shirt (price as per the quality of fabric))

Yes No

16. Do you think that wearing branded clothes would reflect: (Tick one box for each characteristic)

Strongly Agree Agree Disagree Strongly Disagree

Confidence

Superior Image

Exclusivity

Snob Appeal


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Output of the Data Collected Through Survey

Frequencies

Statistics

Age Buy Income Pocket Money wear consideration

N Valid 300 300 300 300 300 300

Missing 0 0 0 0 0 0

Statistics

Fabric Design Color Manufacturer Comfort Fashion Price

N Valid 300 300 300 300 300 300 300

Missing 0 0 0 0 0 0 0

Statistics

Fashion Mag Beauty Mag Television Radio Newspaper Billboards

N Valid 300 300 300 300 300 300

Missing 0 0 0 0 0 0

Statistics

Internet Promotional LL Own Choice Shirt Range Trouser Range

N Valid 300 300 300 300 300

Missing 0 0 0 0 0


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Statistics

Jeans Range Know Preference Extra Confidence Superior Image

N Valid 300 300 300 300 300 300

Missing 0 0 0 0 0 0

Statistics

Exclusivity Snob Appeal

N Valid 300 300

Missing 0 0

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid 15 to 20 100 33.3 33.3 33.3

21 to 25 100 33.3 33.3 66.7

25 to 28 100 33.3 33.3 100.0

Total 300 100.0 100.0


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Buy


Cumulative

Percent

Valid 1 .3 .3 .3

Yes 299 99.7 99.7 100.0

Total 300 100.0 100.0

Income


Cumulative

Percent

Valid 133 44.3 44.3 44.3

Above 10000 to 20000 106 35.3 35.3 79.7

Above 20000 to 40000 61 20.3 20.3 100.0

Total 300 100.0 100.0


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Pocket Money


Cumulative

Percent

Valid 167 55.7 55.7 55.7

1000 to 2000 57 19.0 19.0 74.7

Above 10000 2 .7 .7 75.3

Above 2000 to 3000 45 15.0 15.0 90.3

Above 3000 to 4000 12 4.0 4.0 94.3

Above 4000 to 5000 7 2.3 2.3 96.7

Above 5000 to 6000 4 1.3 1.3 98.0

Above 6000 to 7000 3 1.0 1.0 99.0

Above 8000 to 9000 1 .3 .3 99.3

Above 9000 to 10000 2 .7 .7 100.0

Total 300 100.0 100.0

wear


Cumulative

Percent

Valid Yes 300 100.0 100.0 100.0


Jun. 20

30

consideration


Cumulative

Percent

Valid 5 1.7 1.7 1.7

Price 18 6.0 6.0 7.7

Quality 35 11.7 11.7 19.3

Quality and Price both 242 80.7 80.7 100.0

Total 300 100.0 100.0

Fabric


Cumulative

Percent

Valid Almost Always 214 71.3 71.3 71.3

Rarely 3 1.0 1.0 72.3

Sometimes 83 27.7 27.7 100.0

Total 300 100.0 100.0

Design


Cumulative

Percent


Sometimes 101 33.7 33.7 100.0

Total 300 100.0 100.0


Jun. 20

31

Color


Cumulative

Percent


Sometimes 77 25.7 25.7 100.0

Total 300 100.0 100.0

Manufacturer


Cumulative

Percent


Never 17 5.7 5.7 15.3

Rarely 101 33.7 33.7 49.0

Sometimes 153 51.0 51.0 100.0

Total 300 100.0 100.0


Jun. 20

32

Comfort


Cumulative

Percent


Never 6 2.0 2.0 64.0

Rarely 41 13.7 13.7 77.7

Sometimes 67 22.3 22.3 100.0

Total 300 100.0 100.0

Fashion


Cumulative

Percent

Valid 1 .3 .3 .3

Almost Always 150 50.0 50.0 50.3

Never 16 5.3 5.3 55.7

Rarely 40 13.3 13.3 69.0

Sometimes 93 31.0 31.0 100.0

Total 300 100.0 100.0


Jun. 20

33

Price


Cumulative

Percent


Sometimes 75 25.0 25.0 100.0

Total 300 100.0 100.0

Fashion Mag


Cumulative

Percent


Never 76 25.3 25.3 31.7

Rarely 105 35.0 35.0 66.7

Sometimes 100 33.3 33.3 100.0

Total 300 100.0 100.0


Jun. 20

34

Beauty Mag


Cumulative

Percent

Valid 1 .3 .3 .3

Almost Always 7 2.3 2.3 2.7

Never 124 41.3 41.3 44.0

Rarely 101 33.7 33.7 77.7

Sometimes 67 22.3 22.3 100.0

Total 300 100.0 100.0

Television


Cumulative

Percent

Valid 1 .3 .3 .3

Almost Always 73 24.3 24.3 24.7

Never 43 14.3 14.3 39.0

Rarely 58 19.3 19.3 58.3

Sometimes 125 41.7 41.7 100.0

Total 300 100.0 100.0


Jun. 20

35

Radio


Cumulative

Percent

Valid 5 1.7 1.7 1.7

Almost Always 2 .7 .7 2.3

Never 185 61.7 61.7 64.0

Rarely 56 18.7 18.7 82.7

Sometimes 52 17.3 17.3 100.0

Total 300 100.0 100.0

Newspaper


Cumulative

Percent

Valid 5 1.7 1.7 1.7

Almost Always 30 10.0 10.0 11.7

Never 58 19.3 19.3 31.0

Rarely 117 39.0 39.0 70.0

Sometimes 90 30.0 30.0 100.0

Total 300 100.0 100.0


Jun. 20

36

Billboards


Cumulative

Percent

Valid 7 2.3 2.3 2.3

Almost Always 55 18.3 18.3 20.7

Never 54 18.0 18.0 38.7

Rarely 84 28.0 28.0 66.7

Sometimes 100 33.3 33.3 100.0

Total 300 100.0 100.0

Internet


Cumulative

Percent

Valid 5 1.7 1.7 1.7

Almost Always 59 19.7 19.7 21.3

Never 44 14.7 14.7 36.0

Rarely 66 22.0 22.0 58.0

Sometimes 126 42.0 42.0 100.0

Total 300 100.0 100.0


Jun. 20

37

Promotional LL


Cumulative

Percent

Valid 8 2.7 2.7 2.7

Almost Always 13 4.3 4.3 7.0

Never 66 22.0 22.0 29.0

Rarely 73 24.3 24.3 53.3

Sometimes 140 46.7 46.7 100.0

Total 300 100.0 100.0

Own Choice


Cumulative

Percent

Valid 5 1.7 1.7 1.7

Almost Always 228 76.0 76.0 77.7

Never 4 1.3 1.3 79.0

Rarely 23 7.7 7.7 86.7

Sometimes 40 13.3 13.3 100.0

Total 300 100.0 100.0


Jun. 20

38

Shirt Range


Cumulative

Percent

Valid Above 200 to 300 9 3.0 3.0 3.0

Above 300 to 400 101 33.7 33.7 36.7

Above 400 to 500 73 24.3 24.3 61.0

Above 500 to 600 84 28.0 28.0 89.0

Above 600 33 11.0 11.0 100.0

Total 300 100.0 100.0

Trouser Range


Cumulative

Percent

Valid Above 1000 13 4.3 4.3 4.3

Above 500 to 600 62 20.7 20.7 25.0

Above 600 to 700 104 34.7 34.7 59.7

Above 700 to 800 47 15.7 15.7 75.3

Above 800 to 1000 74 24.7 24.7 100.0

Total 300 100.0 100.0


Jun. 20

39

Jeans Range


Cumulative

Percent

Valid 300 to 400 41 13.7 13.7 13.7

Above 400 to 500 117 39.0 39.0 52.7

Above 500 to 600 78 26.0 26.0 78.7

Above 600 to 700 37 12.3 12.3 91.0

Above 700 to 800 10 3.3 3.3 94.3

Above 800 to 900 17 5.7 5.7 100.0

Total 300 100.0 100.0

Know


Cumulative

Percent

Valid No 293 97.7 97.7 97.7

Yes 7 2.3 2.3 100.0

Total 300 100.0 100.0


Jun. 20

40

Preference


Cumulative

Percent

Valid No 8 2.7 2.7 2.7

Yes 292 97.3 97.3 100.0

Total 300 100.0 100.0

Extra


Cumulative

Percent

Valid No 16 5.3 5.3 5.3

Yes 284 94.7 94.7 100.0

Total 300 100.0 100.0

Confidence


Cumulative

Percent

Valid Agree 122 40.7 40.7 40.7

Disagree 29 9.7 9.7 50.3

Strongly Agree 132 44.0 44.0 94.3

Strongly Disagree 17 5.7 5.7 100.0

Total 300 100.0 100.0


Jun. 20

41

Superior Image


Cumulative

Percent

Valid 1 .3 .3 .3

Agree 115 38.3 38.3 38.7

Disagree 72 24.0 24.0 62.7

Strongly Agree 98 32.7 32.7 95.3


Total 300 100.0 100.0

Exclusivity


Cumulative

Percent

Valid 1 .3 .3 .3

Agree 139 46.3 46.3 46.7

Disagree 46 15.3 15.3 62.0

Strongly Agree 109 36.3 36.3 98.3


Total 300 100.0 100.0


Jun. 20

42

Snob Appeal


Cumulative

Percent

Valid 2 .7 .7 .7

Agree 114 38.0 38.0 38.7

Disagree 99 33.0 33.0 71.7

Strongly Agree 62 20.7 20.7 92.3


Total 300 100.0 100.0


Jun. 20

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Graphical Representation of Result


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Graphical Representation of Findings

Income, as per age


Jun. 20

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Pocket Money, as per age


Jun. 20

77

Shirt / T-Shirt purchasing range, as per income


Jun. 20

78

Trouser purchasing range, as per income


Jun. 20

79

Jeans purchasing range, as per income


Jun. 20

80

Shirt / T-Shirt purchasing range, as per Pocket Money


Jun. 20

81

Trouser purchasing range, as per Pocket Money


Jun. 20

82

Jeans purchasing range, as per Pocket Money


Jun. 20

83

Shirt / T-Shirt purchasing range, as per Age


Jun. 20

84

Trouser purchasing range, as per Age


Jun. 20

85

Jeans purchasing range, as per Age


Jun. 20

86

Preference to Fabric, as per the age


Jun. 20

87

Preference to Design, as per the age


Jun. 20

88

Preference to Color, as per the age


Jun. 20

89

Preference to Manufacturer, as per the age


Jun. 20

90

Preference to Comfort, as per the age


Jun. 20

91

Preference to Fashion, as per the age


Jun. 20

92

Preference to Price, as per the age


Jun. 20

93

Percentage of Internet influencing on purchase of clothes, as per the age


Jun. 20

94

Percentage of Own Choice influencing on purchase of clothes, as per the

age


Jun. 20

95

LITERATURE REVIEW

Middle Class



The behavior of that middle class differ extensively among different cultures. In urban India, e.g,

that family is considered in a middle class if they live in rental property. In the United States,

those families wherein the earner work in a blue collar sector in the service industry consider

themselves a part of middle class. In the United Kingdom, the term middle class represents

those people who usually are educated, even a big family house and working on a managerial

or professional position. The people who got the positions of directors or the owners of the

organizations these people are considered a part of upper middle class.


Mr. Phil Verghis defines the “middle class as. ”Most economists agree that there are actually

two types of middle class. One consists of those who are in middle class by any mean. Their

income is more or less between the average earning of Brazilian‟s and Italian‟s (that is., $12-

$50 per day). While this portion is rising quickly, they make up only a tenth of the third world.

The second type consists of those who are middle-class by the standards of the third world but

not the already established (rich) one. The earning of this groups is between $2-13 a day. (The

researcher always wondered about the worth of $2 per day. It reveals that amount is considered

under poverty line anywhere in the world. $13 is considered the poverty line in the USA.)

(Verghis, Booming global middle class – meeting their service needs, 2009))





Jun. 20

96

However, in Pakistan the category of middle class represents those social class of

society whose income are moderate means not higher nor lower. According to IRI

survey of Pakistani public opinion in the year 2008, the breakdown of monthly incomes

of middle class in Pakistan as follows:-

The people who earn Rs. 3,000 are 10%, who earn Rs. 3,001 – 10,000 are 57%, earner

between Rs. 10,001 – 15,000 are 16%, those who earn between Rs. 15,001 – 25,000

are 9% and people earning more than Rs. 25,000 are 2% only (Butt, 2008)

Most possibly, the sample is some how a truthful representation of the population as a

whole (i.e, after all, the point of census). The percentage of Pakistanis who earn more

than Rs. 25,000 is only 2%. (Butt, 2008)

According to the article written by Ahsan Butt in the year 2008 published on

www.asiancorrespondant.com and survey conducted by IRI under reference in the

above said article, the moderate income falls between Rs 10000 to Rs. 30000 (above

25000). (Butt, 2008)

According to the Household Integrated Economic survey published on the website of

Federal Bureau of Statistics, an average household in Pakistan spends 0.5 per cent of

its income on recreation. The average income of a middle class family is to be around

Rs. 50,000 per month, (Ishtiaq, 2010)

http://www.asiancorrespondant.com/


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97

Youth

The life between childhood and adulthood is called youth. An individual's real maturity

may not match to their age mean age is not a guarantee of maturity, as immature

individuals could exist at any age. In the whole world, the words "adolescents",

"teenager", "youth", and "young person" are used as a replacement of each other, even

though all mean the same thing, rarely differentiated. All these terms refers to a time of

life i.e. neither childhood nor adulthood, but somewhere in between.

(http://en.wikipedia.org, Youth)

"The world requires the persona of youth: not only the time of life with that a state of

mind, a temper of the will, quality imagination, a leadership of nerve over coyness, of

the craving for quest over the life of effortlessness." – (Robert Kennedy).

Youth is a substitute word of adolescent and the common terminology of teen /

teenager. Another common name for youth is young person or young people.

(http://en.wikipedia.org, Youth)

Affordability

In general affordability is, the extent to which something is affordable, as measured by

its cost relative to the amount that the customer is able to pay.

(http://en.wiktionary.org)

Thus, the conclusion drawn from the analysis of the 'life cycle cost' of a proposed

purchase, that the purchase is in concurrence with the resources and long term

requirements of the customer. (http://www.businessdictionary.com)

http://en.wikipedia.org/wiki/Childhood

http://en.wikipedia.org/wiki/Adulthood

http://en.wikipedia.org/wiki/Youth#cite_note-3

http://en.wiktionary.org/wiki/affordable

http://www.businessdictionary.com/definition/analysis.html

http://www.businessdictionary.com/definition/life-cycle-cost.html

http://www.businessdictionary.com/definition/purchase.html

http://www.businessdictionary.com/definition/resource.html

http://www.investorwords.com/2885/long_term.html

http://www.businessdictionary.com/definition/requirements.html

customer


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Preference

The term “preferences” is used in an array of related, but not equal, ways in the

literature. This makes it mandatory to make clear, the sense in which the term is used in

different social sciences. (http://en.wikipedia.org, Preferences).

Mr. Lichtenstein & Slovic have said that, “In psychology, preferences is the approach of

individual towards objects, naturally expose in a transparent process of decision

making” (Lichtenstein & Slovic, 2006).

On the other hand, the term “preference” can be used to get the evaluative result in the

sense of liking or disliking an item (e.g., Scherer, 2005) which is the most typical

definition is in use in psychology. However, it is not necessary that a perception will

remain same for a long period of time.

Decision-making can be a processes of modifying preference, for example choices

(Brehm, 1956; Sharot, De Martino, & Dolan, 2009),

Consumer

A person who uses goods or services. (wordnetweb.princeton.edu).

The broader term of Individual or household can be consumer that consume goods and utilize

services produce within the economy. The belief of a term consumer may differ in different

contexts, so that the usage and meaning of the term may be different.

(en.wikipedia.org/wiki)

An individual who acquire products or services for its own use not for production or

resale is known as consumer. The exact meaning of the word „consumer‟ is the person

who consumes. (www.scholar.google.com).

http://en.wikipedia.org/wiki/Psychology

http://en.wikipedia.org/wiki/Choices

http://www.scholar.google.com/


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99

According to the legal definition of consumer, it is a person / individual who acquire,

utilize, retain, and disposes off products and services. (www.answers.com).

The Dictionary of Marketing describe „consumer‟ as a final user of a product or service.

It is possible that the consumer may not always the buyer of a product. For example in

the case of food for animals / pets, the pet is originally a consumer because it is going

to consume the product, whereas, of course the advertising is aimed at the purchase

(pet owner). (www.answers.com).

Consumer behavior

Consumer behavior is depicted as the behavioral example of decision-making of

consumers (individual and families) that are purely involved in the buying and usage of

products and services that satisfy a particular need (Van Der Walt, Strydom, Marx &

Jooste, 1996:76). This includes the processes of decision making that lead these

behavioral patterns.

Brand

According to (American Marketing Association (AMA), a brand is known as a “term,

sign, name, design or symbol, or a amalgamation of all or some of them, wishfully

proposed to recognize the goods and services of one vendor or a group of vendors and

to distinguish their products from the competitor‟s products which are somehow same in

satisfying the needs. (MegaEssays.com, 2004)

A brand is therefore more than a product, because a brand can have different

dimensions that distinguish it in different ways from other products intended to satisfy

the similar need. These dissimilarities may be rational and tangible – related to

performance of the brand – or more emotional, symbolic, and intangible – related to

what the brand stand for. (Keller, 2008)

http://www.answers.com/

http://www.answers.com/


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100

In general, the term „brand‟ means; a different name which identify a product or a

producer. The word „brand‟ refers to the term, symbol, name, design or sign utilized by a

organization to distinguish its offerings from its competitors. Brands are one of the most

standardized items in the product offering; and may allow further consistency of other

elements of marketing like promotional stuff. (Czinkota & Ronkainen, 2004).

A brand may includes a logo, name, slogan, and / or design / scheme linked with a

product or service. Recognition of Brand and other reactions are formed by the

consumption / utilization of the product or service and through the power of advertising,

design, and media. A brand; Symbolic personification of all the information linked to the

product creates associations and expectations. (Jones, 1986).

Branding is used as an identifier, but technically a trademark. According to the UK

Trademarks Act of 1994, a brand can be any symbol / sign which has a capability of

being represented in a form of graphics or graphically, which should be capable of

distinguishing goods or services of one from those of another (Robertson, 2000:18).

Branding is not limited to naming it is more than just a naming, or, the formation of an

external awareness of a product / services that a product or service has received an

organization‟s imprint or mark (Kapferer, 1995:15). Harris (1995:2)

The clothing industry

A subdivision of the larger fashion industry is the clothing industry within a context of

business. In a broad context Fashion industry is used to describe all the processes of

manufacturing involved in producing clothing, footwear, accessories, fashion apparel,

active wear and bags (Marx, Van Rooyen, Bosch & Reynders, 1998:282).


Jun. 20

101

Perceptions

Noesjirwan and Crawford (1982:155) are of the view that clothing is likely to develop

an essential part in the performing of social meetings and it is also observed as a very

significant way of non verbal communication.

Therefore, Clothing is used as a sign, which creates the messages and allow messages

to be created and understand in a way it should be. (Auty & Elliott, 1998:109).

Factors considered by consumers while buying brands

According to the study done by Michael Mills, N. Torkar, Tina k. * A. Dye

“Understanding the path to purchase”, psychographics / personality are the drivers of

purchase, in social context of a consumer, his relationships with the current functionality

of product and product attributes (Michael Mills, N. Torkar, Tina k. & A. Dye).

One more research conducted which states that “criteria for choosing clothes are

defined as the inherent to the product (intrinsic) and product related (extrinsic, but not

part of the tangible product) attributes of product that are associated with desired

outcomes or costs involved as consumers make purchase decision among different

substitutes. The product‟s attributes which are intrinsic cannot be changed without

changing the product‟s physical characteristics, for example, design, color, style, safety,

appearance, comfort etc. On contrary, extrinsic ones are those which are exploited by

company or seller and they do not develop the components of the product. e.g, brand,

price, warranty, company of origin etc. (Davis, Hatch & Roberts in 1985).


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Current fashion trends

The things which are occurring in the fashion world and the current fashion trends what

are they, is one of the major factors which is considered by the consumer while

purchasing products and it results in a form of change in their tastes. Brands is known

as a way to convey a particular fashion image or social status, better than non-branded

products. The social recognition entail the sense of belonging to certain groups or class

(Ashforth and Mael, 1989, Aaker, J, 1999, Kim, Han and Park, 2001).

A study has conducted on consumer behavior which states that the brand conscious

and the perfection conscious behavior is directly related to fashion conscious behavior

of consumers. According to this study the combination of these create a new behavior

namely “brand and fashion consciousness”. Consumers with this behavior are more

expected to buy high-priced International brands (Kwan C.Y, Yeung K.W. & Au K.F).

Price

Kotler and Armstrong define the price, “it is the cash charged in an exchange of

products or utilizing the services or the sum of values that is traded by consumers for

enjoying the outcomes of that product or service. (Kotler.P & Armstrong.G, 2001)

Price, it always play a key role in choosing a brand, consumers usually do the price

comparisons among different products / brands. Even though many consumers

categorize their products in terms of the price bands of distinctive products (Keller,

Strategic Brand Management, 1998)

According to one study “The Dual Role of Price in Consumer’s Value Judgments”

conducted by (Thomas, Morwitz, & Lodish, 2004), firstly, price as an attribute of a

product, price influence the supposed match of the target product to the prototype of a

higher quality or lower quality products in the mind. However, to make


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103

similarity based quality judgments price is not the only attribute for that. Many other

related and existing products attribute middling the effect of price on assessing a quality

of a product. Secondly, price function as the point of reference for determining the utility

gains which a consumer obtains from using high product quality. However, this is

dynamic measurement process, because the comparative importance of product quality

and the money never remain same it changes across consumption occasions.

Western Clothing

Western wear falls in both men & women clothing, the 19th century American West

Style. Western wear reflect the historical production of mountain man, Civil Wars,

Cowboys and Vaquero clothing to the garments which are stylized and are popularized

by singing cowboys. Western wear have two categories, one very informal like t-shirts,

blue jeans and one formal garment. Western wear generally consist of cowboy hat, a

leather belt, and cowboy boots. (Wikipedia, 2010)

Quality

The way acquirer thinks / feel about the product or service prior to buying, after delivery

and after the use. (http://www.bexcellence.org)

According to (http://www.bexcellence.org) the quality for products is defined as:-

Reliability

Performance

Serviceability

Ease of Use

Maintainability

Durability

Safe

Available

Aesthetics

Simplicity of Design

Reasonable Price

Ease of Disposal


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104

The quality for Services is defined as:-

Credibility

Availability

Competence

Safe

Accuracy

Responsiveness

Security

Understanding the Customer

Communication

Timeliness

Completeness

Reliability

Drivers of quality:

According to (http://www.bexcellence.org) there are some drivers of quality which are

appended below:-

Customers.

In a customer-oriented organization, quality is the main source of satisfying the

requirement / expectation, needs, and preferences of customers.

Products / services:

A trend of product and service-driven quality was famous in the initial phase of

improving quality or quality improvement. According to the concept of zero defect in

manufacturing a product or providing services that meets the customer‟s requirements.

It differ from one situation to another, it happens sometimes that product or service

requirements begin from the requirements of customer, so this is really mandatory to

make a common connection to customer-driven quality, but the main focus of the trend /

culture pertains to the quality of the product / service.

If the customer requirements are correctly declared / designed and put into the

manufacturing / service delivery process, then the product / service should match the

customer‟s requirements and it should make customer satisfied. The afore mentioned

method is commonly in support of the ISO 9001 based quality management system.


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Employee Satisfaction:

It is necessary to satisfy employees in order to make them should only care about the

customers of the organization to give customers the best company can provide them by

maintaining better / best quality. Satisfaction of employees is a principal measure of

achievement for the above mentioned type of organization.

Organizational focus :

Various organizations usually emphasis on organizational total quality, whilst other

organization are pretty much successful in using a fragmented attempt for

implementation of quality. (http://www.bexcellence.org)


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106

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Anderissa, V. E., Grobler, P. A., & Herbst, P. F. (2004). Perceptions of branding in the clothing industry: a

survey. Communicare 23(1) .

Azevedo, S., Pereira, M., Ferreira, J., & Pedroso, V. (2008). Consumer Buying behaviour in Fashion

Retailing, Empirical Evidences. MPRA Paper No. 11908, posted 03. December 2008 / 13:35 .

Butt, A. (2008, 07 23). Who Counts As Middle Class In Pakistan, Whether Or Not Pakistan Is On The Verge

Of Collapse, And (Yet) Another Conspiracy Theory. Retrieved October 26, 2010, from Asian

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whether-or-not-pakistan-is-on-the-verge-of-collapse-and-yet-another-conspiracy-theory/

Czinkota, & Ronkainen. (2004). International Business. South-Western College Pub.

Douglas, J. T., Lawrence, J. R., & Charles, W. K. (1976). FASHION INVOLVEMENT AND BUYING BEHAVIOR:

A METHODOLOGICAL STUDY. dvances in Consumer Research Volume 3, 1976 Pages 46-52 .

en.wikipedia.org/wiki. (n.d.). Consumer. Retrieved 11 11, 2010, from en.wikipedia.org:

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org. (n.d.). Middle Class. Retrieved 11 10, 2010, from http://en.wikipedia.org:

http://en.wikipedia.org/wiki/Middle_class

http://en.wikipedia.org. (n.d.). Preferences. Retrieved 11 10, 2010, from http://en.wikipedia.org:

http://en.wikipedia.org/wiki/Preferences

http://en.wikipedia.org. (n.d.). Youth. Retrieved 11 10, 2010, from http://en.wikipedia.org:

http://en.wikipedia.org/wiki/Youth

http://en.wiktionary.org. (n.d.). Affordability. Retrieved 11 10, 2010, from http://en.wiktionary.org:

http://en.wiktionary.org/wiki/affordability

http://www.bexcellence.org. (n.d.). What is Quality. Retrieved 12 20, 2010, from Be Excellence:

http://www.bexcellence.org/What-Is-Quality.html

http://www.businessdictionary.com. (n.d.). Affordability. Retrieved 11 10, 2010, from

http://www.businessdictionary.com: http://www.businessdictionary.com/definition/affordability.html

Ishtiaq, H. (2010, April 19). Widening income disparity. Retrieved October 28, 2010, from Archives of

Dawn.com: http://archives.dawn.com/archives/24923

Jones, J. P. (1986). What's in a Name: Advertising and the Concept of Brands.

Kanwal, A. (n.d.). Consumer preference of International brands over local brands. www.AMCY5.com .


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Keller, K. L. (1998). Strategic Brand Management. Prentice Hall.

Keller, K. L. (2008). Strategic Brand Management. Upper Saddle River, NJ: Prentice Hall.

Kotler.P, & Armstrong.G. (2001). Principles of Marketing (9th Edition). Pretice Hall.

MegaEssays.com. (2004). Branding. Retrieved 10 13, 2010, from Mega Essays:

http://www.megaessays.com/viewpaper/21911.html

Thomas, M., Morwitz, V. G., & Lodish, L. M. (2004). The Dual Role of Price in Consumers’ Value

Judgments. 45.

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