Consumer behavior research
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Transcript of Consumer behavior research
![Page 1: Consumer behavior research](https://reader035.fdocuments.us/reader035/viewer/2022062406/558c638bd8b42a1e6c8b465f/html5/thumbnails/1.jpg)
SADIA’S COLLECTION (FASHION DESIGNER )
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GROUP MEMBERS
Mehrunissa Jalil -10539 Muhammad Mustafa Saeed-10756 Muhammad Yaseen Jamal – 9943 Hasan Rizvan- 12470 M.Ali-
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PROJECT LAYOUT
Background Research Hypothesis Questions Data Analysis Introduction About the Company
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MANAGEMENT QUESTION
Why you started this business (your aim)? Who are your customer? What is your segment? What is your Marketing strategy ? Tell us about your product and consumer.
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HYPOTHESIS
Female consumers will be more inclined to prefer brand name merchandise over generic products.
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QUESTION
Quetionnaire.doc
Sample size We had a survey 50 consumer for our research
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SADIA’S COLLECTION
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INTRODUCTION
A fashion clothing brand for a woman & girls Founded in 2012 Ready -To -Wear dresses They believe in setting trends rather than
following them Believes in Innovation
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MARKETING MIX:PRODUCTS
Kurtaa. Scarf’s Churidar pajamas Fitted straights paints Shawls
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PRICE Kurtaa price starts from
Rs.1500 to Rs.4000,It depends on the design & quality
Scarf’s prices are fixed that is Rs.500
Churidar pajamas price Starts from Rs.1000 to 1500
Fitted straight paints price starts from Rs. 1200 to Rs. 2000
Shawl price Starts from Rs. 1500 to Rs.3000
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PLACE
Sadia’s collection is located in Adamjee Nagar, Karachi.
Presently there is only one outlet.
Second outlet is shortly opening in Park Towers Shopping Mall ,Karachi.
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PROMOTIONCOMMUNICATION STRATEGIES
• Alert-based communications
• Register Account
• Web sites for customers
• SMS ALERTS
• Social Media (Face book Page)
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COMPETITOR
It’s a new brand & is on the performance stage on brand equity model
Many small competitors nowadays
Main Competitors are: Ego , Naina’s & Sanaullah
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POINT OF DIFFERENCES
Provides beautiful and trendy casuals, formals ready to wear outfits and always been
providing the ladies with something that they would love to wear and it enhances their
image at reasonable price.
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TARGET AUDIENCE
Gender Female
SEC A,B & C(upper)
Age Above 18
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Thinkers
Believers
Innovators
Achievers
Strivers
Experiences
Makers
Survivors
High ResourcesHigh Innovation
Low ResourcesLow Innovation
Ideals Achivem. Self Expr.
Values and Lifestyles (VALS) System
These types of consumer will be targeted for the
Sadia’s Collection
fashion clothing
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VALUES Make you (consumers ) feel Attractive, smart
enhance your beauty and look, and gives you quality of product with value
PSYCHOSOCIAL CONSEQUENCES
Stauts Consious, create an Image, follow latest trends
FUNTIONAL CONSEQUENCES
Quality , fitting
ATTRIBUTES:
Is the variety of new dresses, Color , stitching
MEA
NS
EN
D C
HA
IN M
OD
EL
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MARKETING IMPLICATION
Increasing Competition- More local outlets Price -Prices are increased Quality -Difficult to compete on quality Consumer Preferences - Changing day by
day Variety Seeking - Consumer are more
variety seekers
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SIMILARITIES AND DIFFERENCES OF CONSUMERS
Similarities Working Women Socializing
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CONT…
Difference Usage Pattern Cultural Values Disposable Income Education
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TEXTILE VALUE CHAIN
Purchase of unstitched Clothes:
Designing
Pricing
Displaying and Selling
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DDM
Peripheral Route ( According to our Consumers )
According to the consumers feedback we studied that they are low involved in purchasing of the cloths from the fashion designer outlet.
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RECOMMENDED MARKETING STRATEGIES
Local Cable Commercials Advertising Magazines Ads Newspaper Ads Exhibitions
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RECOMMENDATIONS
Unstitched Clothes Below 18 Online Delivery Communications Strategies as recommended
above