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Consumer Behavior towards 

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Group members

1. Nabila Nafsin 072 858 530

2. Tabassum Zaman 082 030 030

3. Khwaja Hossain Mohammad shafey 072 189 530

4. Sayeed Md. Ibrahim 083 132 030

5. Syed Jishan Ahmed 083 660 030

6. Syed azeem Haider 072 661 530 

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Our objectives is to identify

the market structure and

strategies of Deshal,what are

the needs expected from it and

how Deshal interpret the needs

and deliver the productaccordingly successfully

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Start up 

The word Deshal originates from a

Bengali word

Deshal had started its journey in 2005

by three students f the I nsti tute ofF ine Ar ts, Dhaka University having

an objective of introducing a trendy

and contemporary look in fashion

wear with a very affordable pri ce

Deshal now runs with f ive dif ferent

branches employing more than a

hundred employees

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Market segmentation

Focused mainly on young people

(age group comprised of mostly people at

the 18-35 age group level )

The middle class and upper

middle class (as they are large enough

segments for Deshal to be profitable and alsoa market with needs which Deshal believes it

can satisfy)

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Marketing Strategy

ProductDeshal not only have practical ly

intr oduced vibrant colors to the

generation, their designs and fabri c arealso unique  class society  

PRODUCT CLASS  PRODUCT

ASSORTMENT Fotua and Kurta Gents fotua, baby fotua,

shirt, panjabi, ladies fotua,

Salwar Kaleez Kameez, baby kameez,

orna/scarf, shemiz

Saree block/karchupi/others, baby

saree, ladies shawl

Jewellery andOthers bed sheet, earring imitation,necklace clay, bracelet

 bangles ring imitation, toe

ring nupur

PricingDeshal products are priced

keeping in mind the need of both

upper and middle class society  

PRODUCT

CLASS 

PRICE RANGE (in Taka) 

Shalwar kameez Tk.800-1000

Fotua (men and

women)

Tk.300-500

Punjabi Tk.500-900

others Tk.60-1200

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Marketing Strategy

Promotion

Deshal promotesitself through advertisingin pr int media, such as innewspapers andmagazines

Placement

While locating theirbranches Deshal ensured

consistency with theirtarget market  , 

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Methods of Branding Strategy

Competitive positioning strategy I ts about how to dif ferentiate products in terms of market prof i le,

customer segments, demographics, and competitive analysis (SWOT

analysis)

How the company wil l position its products How the company wil l deliver its value proposition to customers

Emotional benefits strategy

Associate the customers in an emotional manner such asproduct attr ibutes (benefi ts, color, advantages, etc)

I denti fy which benefits aff ect customers emotionally

F inally jot down all the ideas and implement  it

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Branding strategy : Defining the brand “Deshal” 

- Enhance the brand value of the core

product

- Position the product using mission

statements, brochures, flyers, etc.

- Product uniqueness such as packaging,

labels, colors, etc.

- I nteraction with customers

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SWOT Analysis :

Strengths:  Uses domestic raw materials

Cost eff icient

Good quali ty .

Loyal customers.

Cultural

Weaknesses : low price competi tion..

Less innovativeness.

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SWOT Analysis :Opportunities :

Population

Upgrading consumers

Building brand image

Can expand their market

Threats :

Aggressive price competi tion from local boutique.

Cheap foreign cloths dominating a huge market share .

May loose market share in future.

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 Consumer

To better understand the

consumer of Deshal and their behavior we go through the

external and internal

influences and identify the

various factors that have aninfluencing effect on the

consumer buying patterns.

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 External Influences

For Deshal the nature of their products is

inf luenced by a number of these factors :

•culture

•demographics

•social status

• group inf luence

Internal Influences

Perception

Motivation

Personality

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Decision Process

• Dress with a deshi touch to it

• The sheer diversity in the

products

• affordable prices  

• various designs  

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Recommendations

• Designs

• I ncrease the number of outlets• Products Range

• Improve Quali ty

• Remove Dead Stocks

• Consumers Awareness

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Conclusion

• We have found that Deshal try to inf luence their

consumer through environmental factors

One of the many boutiques in Bangladesh

Attracting good number of consumers

Giving good competition

Wil l prosper in the future

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 Thank you

Any question 

•