FINAL PROJECT ONExploring factors effecting female perception with reference to designer lawn

SUBMITTED BYMarria. Abdul. Rehman Pirwani (BB-3-10-5183)

SUPERVISORMR. Zaheer Ur Raheem

DATE31st-12-2013

PROJECT REPORT SUBMITTED TOPAF- KARACHI INSTITUTE OF ECONOMICS AND TECHNOLOGYDEPARTMENT OF MANAGEMENT SCIENCES

PROJECT APPROVAL

PROJECT TITLE: Exploring factors effecting female perception with reference to designer lawn

BY: MARRIA. A. REHMAN PIRWANI PROJECT SUPERVISOR: MR. Zaheer Ur Raheem ACADEMIC YEAR 2014

The Board of Advanced Studies of PAF-KIET has approved this Project, submitted in partial fulfillment of the requirements for the degree of Bachelors of Business Administration.

Approval Committee:

______________________ ______________________Mr. ZAHEER UR RAHEEM ADNAN ANWAR (Supervisor) (Director Academics) LETTER OF TRANSMITTAL

DATE: Mr. Zaheer Ur- RaheemProject SupervisorProject Title: Exploring factors effect female perception with reference to designer lawnPAF-KIET

Dear Sir,With your consistent guidance I have been able to complete the project report on Exploring factors effect female perception with reference to designer lawn as a fulfillment of requirement of the degree of Bachelors of business administration.

I have been grateful for your advices to carry out the project. As by your teachings the project has Introduction, Literature reviews, Data and Methodology and Conclusion and results. With your support I have been able to complete the project. Any queries regarding the project are open to answer.

Yours Sincerely,Marria .A. Rehman Pirwani (BB-3-10-5183)

LETTER OF AUTHORIZATION

DateMarria.A.Rehman Pirwani (BB-3-10-5183)

Please refer to your initial proposal for undertaking the study of Exploring factors effecting female perception with reference to designer lawn. In subsequent meetings and discussions the initial proposal was finalized. Kindly initiate the study on the finalized Terms of Reference (TOR).

MR. Zaheer. Ur. Raheem Supervisor

Acknowledgement

To Him belongs the dimension of the Heavens and the earth, it is He who gives, Life and death and He has power over all things.(Al-Quran)

The report in hand is not a hard copy of activities during the working of final year project rather it is a container of many soft feeling of gratitude, responsibility and affection that were having during final year.

For this favor, all acclamation to ALLAH, WHO has empowered and enabled me to accomplish the research project successfully and helps in every problem during the project.

I would like to express my sincere and humble gratitude to My PARENTS whose blessings, help and guidance has been a real source of all our achievements in our life.

I definitely thanks our Institute PAF-Karachi Institute of Economics and Technology, our all TEACHERS especially our supervisor MR. Zaheer Ur Raheem, who contribute jointly in this experience.

Table of ContentsPROJECT APPROVAL2LETTER OF TRANSMITTAL3LETTER OF AUTHORIZATION4Acknowledgement5ABSTRACT8Chapter 1 - INTRODUCTION91.1Introduction and Background:91.2 Problem Statement:111.3 Objective of the study:121.4 Research Questions:121.5 Limitations121.6 Hypothesis:12Chapter 2 - Literature Review132.1 Fashion:132.2 Perception:142.3 Factors of branded lawns:142.4 Brand Name:162.5 Factors on which purchase decision is based:172.6 Environment as a Factor:18Chapter 3-Methodology193.1 (Qualitative) Research Approach:193.2 Research Deign:193.3 Data:203.4 Statistical Technique:203.5 Model:203.6 Variable Description:21Chapter 4 DATA ANAYLSIS224.1Descriptive analysis:224.2 Chi-square analysis:23Chapter 5 Conclusion305.1 Conclusion:305.2 Recommendation:30Bibliography32Appendix33Questionnaire34

ABSTRACT

The purpose of this research is to analyze Pakistani female consumers buying behavior and understand the key points behind Branded Lawn that effect the female markets involvement towards buying them. For this research paper, a survey was conducted from females, who were between 18 to 40 years old. This helped us gain insight about the female mind and their preferences. The results indicate that majority of the female target market that has been affected by the emergence of Branded Lawn is of the upper class market, is status conscious and seeks uniqueness and so on. This research paper gives an understanding of female buying behavior related to the Pakistan environment and highlights the factors that highly influence the consumers preference towards fashionable clothing, which in this case refers to Branded Lawn. The Methodology and statistical tool which is used in this research is Chi-square which helps in evaluating the effect and association of price quality, brand image, trends, advertisement on the consumer preference related to the fashion industry. The dependent variable of the research is consumer preference and the independent variables are quality, comfort, price, self-image, self-belonging, personal aroma etc. which make female brand oriented and make them brand loyal. The researcher concludes the research by saying that female buying behavior was definitely affected by the emergence of designer lawn. This can be proven by the fact that they show a decided preference towards the branded fabrics available in the market.

Key words: Consumer preference, quality of the product, branded lawns, brand loyalty, brand conscious, self image.

Chapter 1 - INTRODUCTION

1.1 Introduction and Background:Females are the one who are the consumers of the Lawn; Lawn is a fabric which is mostly worn in summers in Pakistan. It gives best comfort to an individual, especially when it is extremely hot in Pakistan, Pakistan summer season, in which designer lawn collection and copies of it on crowning. Pakistan summer season is one of the reasons of making lawn brands popular. (Har11) (Motwani, 2009) Lawn collection from the range of brand encompasses value which they deliver in their own style and provide best comfort and style for the customers, make them brand oriented and stylish in the way they want. Pakistan is a country, in which textile industry is on boom because the competition is high. Marketers use innovative strategies for attracting female consumers towards their collections. The strategies include the ways they market their designer lawns through advertisements on billboards, TV, Magazines etc.Lawn has become a fast moving consumer good (Zafar & Salman*). In Pakistan, lawn fabric is used for many occasions because the designer have used their creativity and make this cotton fabric that erich with sequnece , wedding desings that people get attract towards them and make their desire to buy it. (Har11) Competition in clothing sector have increased since past couple of years, branded lawns have taken the edge in the competitive market, there are many competitors who come in the market with their designer lawns according to the seasons, their fabric enrich. People from different social economic class and working womens also prefer to buy branded lawns as it has their own attractive strategy. (Zafar & Salman*) Working womens are in dependent because they join workforce and earn for fulfilling their desires so they wait for the new branded collection so that they fulfill the desire, for this reason the fashion industry in Pakistan is on affluent. Females who come in the ages of (18-40) have a more attraction level of designer lawns and mostly visits the outlets and exhibition before entering to the summer season. Designer have now introduced a collection of mid summers, now a days according to the change in weather they enrich their collections and attract consumers because their target audience have high influential level.(Shende, 2012) The opportunity which individual get from fashion is to satisfy his/ her needs, fashion enriches the lifestyle and self-image of particular individual. This enhances their personal egos, and helps in making an impression on the individual itself. Consumer adopt fashions to overcome their dullness (Shende, 2012) people around the world are fond of fashion because its an huge industry where people from different culture , different thinking come up with their own ideas to enrich their creativity and make a high place, which helps female in fulfilling their desires. Competition in the market is very high these days and competitors play a vital role in making the brand successful. (Har11). Consumers trust the brand as they trust their family members and fellow friends; they trust the quality of a product and make their perception in the mind according to the quality they get. So its the duty of the designer to make a fabric that innovative that their customers make a positive perception related to their product in their mind and make them as brand loyal, this will affect consumers buying behavior and affect the brand image positively.Meanwhile this designer lawn has developed roots (catering especially to the female market), there has been a starting demand in signature designs. The trend of designer lawns started in 1997, when Al Karam first lunched its designer lawn collection. It proved to be a trend setter in the market and created a foot step in the market, grap and attracts the huge female market of the (Zafar & Salman*)upper social economic class. Due to their success, many other brands started launching their own branded designer lawn collections. This initiated the publics demand for signature designs and quality. As catering an upper class of the market, females who are working women also wears the signature lawn, which resembles their personality and make them more brand oriented. Females of targeted class have a huge social circle in which they attract people and new collection including designer lawns, through which they interact them most. An individual identity is influenced by the way she carry herself in the gathering and her attraction level. Clothing industry has a high boom because, now there are many designer signature lawns, which have their different innovative strategies for making it extra attractive.Lawn brands now have their own billboards and glossy magazines for advertisement, they must advertisements of the designer lawns and now considered a luxury product, whereas a just few years ago it was considered a regular fabric for the summers. Now designer lawns are so inn in the market that as change in weather designers innovate their product with new design and fabric. Due to the enhancement in the trend of designer lawns, ladies who are from the age group of (18-40) are more loyal and attractive towards the designer lawn collection, the factors which make them more attractive towards the lawn includes the quality, attractive designs, pricing and brand image related to the fashions, To name a few brands Umer Sayeed, Asif jofa, Sobia Nazir, Yahsir Waheed, Nadia Husain, Junaid Jamshed, Nishat, Gul Ahmed (ideas), Sana safinas and Al Karam.Now, prices of a single designer lawn suit starts from Rs.5000 and goes up to Rs.15000 and above, which is higher than the budgets most households allot to their kitchen budget. It clearly shows that these brands cater mostly to the upper class market and enlarges the gap between them and the masses.Consumer preference is important to analyze for deriving the result of the effect of female buying behavior for the designer lawns, so consumer preference is a primary data of this research. The research will be carried out through questionnaires and which are filled by the females of the upper class; the sample size of this research is 150 catering five different areas of Karachi according to the targeted Socio Economic Class.1.2 Problem Statement:Females are continuously attracted towards the designer lawn which is associated with the market competitors. So, the female buyers having a high demand of lawns in market and many buyers can able to sale a lawn at any reasonable price. Its also creating and diversion of perception toward the brand image.1.3 Objective of the study:The researcher wishes to gain insight about the female mind and their preferences. This research will give an understanding of female buying behavior related to the Pakistans environment and high spot the factors that highly influence the consumers preference towards fashionable clothing, which in this case refers to Branded/Designer Lawn on the basis of brand loyalty and customer attraction and its image. Designer lawns have affected the fashion industry on mass level, people from upper and middle class prefer to wear designer lawns in their social gathering. The study will be based on primary data and female of the upper class will be part of this research because to understand the level of effect on female buying behavior with change in the innovative strategies of these designer lawns, and to find the attraction level of female consumers towards it.1.4 Research Questions: To check the consumer preference in lawn industry/ To evaluate which factors influence the shift in female buying behavior. To check the impact of increase in brand with increase in choices.1.5 LimitationsThis research was limited to certain areas of Karachi (DHA, Clifton, North Nazimabad, Garden, gulshan). This was because since Designer Lawn is a branded product in the market, it is expensive and something the common man cannot buy so easily. That is why the area was limited to the specified places and those are the areas where the upper class and middle upper elite of Karachi reside. Sample size was choosed considering the overall female population of Pakistan in general. It was also because the survey was limited to be conducted from the ages of 18 to 40, whereas a lot of females above 40 also buy these designer lawn suits.1.6 Hypothesis:H0: there is no effect of quality, price, attraction, brand image, on consumer preferences in lawn industry.HA: there is an effect of quality, price, attraction, brand image on consumer preferences in lawn industry.

Chapter 2 - Literature Review

2.1 Fashion:

Clothing is a kind of necessity which keeps our body warm; its a need of every human being no matter what age of human being. Human beings cannot survive without clothes and it shows the importance of clothing in our daily life. Now a days clothing aids as fashion item and it make individual status oriented. It defines a persons image and fashion plays a significant role in an individual life these days because of an environmental influence its on boost. (Kwo07; Tam, 2007)

(Johnson) fashion is also linked with habitual buying, it is concerned with the perception that individual recognize that what other think related to her clothing so that it is concerned with her clothing and fashion changes female thinking and enhances the level of ideas and make indivual fashion leader. Especially females around us are more conscious about their image and the change their style according to the fashion trend enriches. Females keep importance in their life of being well dressed as it makes their self-image distinguish from others. Self-image is variable of the study which needs to focus because female are conscious of their self-image.

(Zafar & Salman*) Womens are considered as the most significant and conventional agent of the family with respect to fashion. When the time comes of buying branded lawns female notice the different factors such as quality, price, self-image etc. females prefer to buy designer laws on the basis of brands, quality assurance which designers provide for their customers.

Fashion provides a chance to content ones emotional and real needs. Through various fashion styles, people develop their own unique identity. This can be used to manage their appearance, project a certain type of image, enhance their self-esteem and make a kind of impression on others. Throughout the years fashion has become associated with different lifestyles and has new and upcoming trends. It is a way to communicate with others and to gain acceptance from them. It is not collective and varies with geographical regions (Shende, 2012)

This carries to the new trend that has started in the recent years. Just a couple of years back, designer lawn made its appearance and spread like wildfire in the female market. This shows that influence of brands plays a very big role in consumer buying behavior, and is of great importance in Pakistan. The fashion industry mainly includes clothing and the researcher focus on the clothing segment (Hareem Zeb, june 2011). Even more specifically, branded lawn. 2.2 Perception:

Fashion industry is on pep talk these days, females play a significant role in the fashion industry, due to high competition and changing perception of creativity in female mind the fashion industry is changing rapidly. More people are entering to this industry as time pass. The problem is this to study that, to examine the aspects which are attracting female towards the designer lawns and creating the perception of female consumers towards the brand as its also effecting the marketing competition between the various designer lawns. (Zafar & Salman*) researcher mention that in Pakistan, from the end of February the excitement of designer lawn collection take its crowning, as the April attain the designs of new branded lawns comes in the market, designers do their brand advertisement, to attract customers they promote their product by choosing a well-known brand ambassador, so that customers get attracted and make their desire fill by using the designer lawn. When the customers notice these eye catching advertisements of the designer lawns, they make the perception of buying it, and if the customers observation fulfill what she desire for, it makes the loyalty towards the brand high and make the individual brand loyal. 2.3 Factors of branded lawns:

Female consumers are more attractive towards the brand as its a researcher objective to examine that the level of change in choices with respect to increase in brands. Brand can be viewed from two standpoint, one from consumer side and another from and company. People of Pakistan make their perception based what they get, so females make their perception related to the clothing on the bases of satisfaction and material context which they get from the market. Brand name also attract the consumers towards it rather towards on competitor, there are people in Pakistan who are brand conscious especially ladies related to the clothing product because it deliver unique product with satisfied material. Brand name is an important factor which attracts customers with their unique designs and advertisements. It is known that fashion industry is wide and people are more fascinate toward the clothing brands and it also inspire female buying behavior which increases the level of choices in their view because brands are enhancing according to the fashion trends. (Hareem Zeb, june 2011)Fashion is that theme of minds which enhances rapidly and reaches to the target audience and people attracted with this fashion trends from many points as like from social gathering which affect their mentality and female consumers have the attractive psychological impact which make their mind towards it. Females from the SEC A are those consumers who are from social gathering class, so they met new people and discussion of the new unique ideas of brands make them curious towards switching to it. (Shende, 2012)Fashion is now on crowning stage because all the branded lawns are opting for advertisement on media which affect the mentality of human mind and the way marketers advertise the product, it impacts the consumers mind and make them eye-catching towards it. Designers attract their target audience by advertisements on media, on billboards and their unique style makes their consumers attracted near it. So the research says that the factor which affects females mind towards the designer lawns is of their unique design, material and brand name. As researcher views also slightly at the level that brand name is an important factor, which makes indivual to think of switching the brand because if the brand name is famous, they surely deliver a satisfied value to their customers. Junaid Jamshed is a name of a brand which has high market share because they deliver sound to their customers so this research says as brand increase in the market, people choices are also increased because competition in the fashion industry is on crowning always. Its also noticed that every known brand comes up with their innovative collection in every season which attract female consumers more towards it and trailers of these products like clothing brands are shown on high level which make customers to think of buying it but people are more conscious towards the brand name that is why they are more curious for the new collection.(DrA12) States that fashion is not common, it changes more often and accepted mostly by social group through which females get concerned and swayed the most. Fashion is about creation of new design and style and keeps an eye on branded lawn which enhances their designs and styles day by day which inspire females consumers. Branded lawns enrich their designs and market their lawns with new creative ideas to make them stable in the growth stage. Fashion leaders are those who come up with a unique and creative idea first in the market and grap the prime social group. Fashion spread from leader towards the other people and if the branded lawns dont originate with innovation the leader of the lawn fashion will be on declining stage so it shakes the market share of the designer.There are many well-known brands, such as Asim jofa, Junaid Jamshed, Gul Ahmed (ideas), Nishat lawn, Sana safinas, Umer saeed, Nazir Waheed, al Karam consumers are likely to spend more on those products and purchase those products which are more expensive with good quality. If the products are at the same level of quality, material, customers then prefer the more renowned brand name products. So its stated that brand name with good quality material is factor which consumers prefer while buying a branded lawn. (Kwo07)

2.4 Brand Name:

Having a brand name is a powerful tool to attract more consumers to buy particular products. In a way it can be regarded as equity as it adds value to the product (Tam, 2007)Because of that a lot of celebrities have launched branded lawns under their own names. Their names itself is a brand name for the market. This greatly influences the consumer buying behavior. (Tam, 2007). There are customers who are brand oriented and prefer to buy that brand who have high market share, or people make their perception with respect to brand name like the brand of Gul Ahmed, people have a perception that tis brand is good in quality and they work on customer satisfaction.

2.5 Factors on which purchase decision is based:

(Tam, 2007)Consumer buying behavior is based on three stages, Pre-Purchase, purchase, post purchase, every stage has its own importance and in the fashion industry, it is totally dependent on the consumer perceiving level. When consumer make a purchase decision, he/ she analyze their personal need, and decide from where to buy the product, the same process female consumer do for branded lawns, as all the brands are in the market and it is essential to notice the material quality and to examine the satisfaction level which makes them brand loyal, if they perceive good quality at the purchasing stage, consumers do post purchases and become brand loyal.Brand loyalty occurs from those factors, which makes female satisfy. The factors are quality, self-image, personal aroma, comfort, self-belonging. To get a best quality, comfort from a particular designer lawn, females become brand loyal and this affects them more when their self-image becomes higher. (Zafar & Salman*) Self-esteem is a factor which plays an important role in making a buying decision especially in buying clothes because working women are more curious about the self-image. Perceived quality is defined as what people recognize from the brand at the stage of purchase, customer perception related to overall quality of the brand. Perceived quality is important factor to examine the brand loyalty and repeat purchase of the particular brand. If the people are brand loyal they perceive positive dimension related to their loyal brand which associate with satisfaction in quality, material, up to date trends. (Tam, 2007)Researcher point of view, Consumers, who are brand loyal they perceived positivity from their chosen brand their switching level is on declining stage, as its true that all the branded lawns are coming with innovation these days, but all is important that what customers perceived from it when they make a purchasing decision. Females consumers have different perception and choices and they are brand conscious also, the women who are from SEC (Socio Economic Class) A are brand oriented women and keep an eye catch on every brand which is coming in the market with an new style. Brand image affects the female consumers and it affects that how consumers perceive and enhance their purchasing power. Female consumers who are brand alert and brand concerned, their purchasing power is highly on knock. As changing trends, consumers buying behavior is totally depended on the quality and satisfaction level they perceive from the particular brand. Its affecting the customers mentality because choices in the market are diversified, which makes human mind obscure.

2.6 Environment as a Factor:

Social gathering is a place where females use to discuss their lifestyle, so the perception of female consumers affects through it and they come up with buying differentiated brands. Females get attracted with other people around them in the social gathering, in which discussion related to fashion trends happens and they get attracted with each other clothing design and communication related to designer enrich their knowledge related to designer and fashion industry.(Rajagopa, 2011) environment factor in fashion industry is high with respect to as change in trends takes place , due to diversification, social gathering affects the personal image more especially to those ladies who have high stage in the gathering and they are working too.

Chapter 3-Methodology

To indicate the depth of any study, research is required. Science is all about knowing the phenomenon of making a research and finding out the results. People who did their past research on a related topic they have done mass work in fashion industry. For the depth research, data are collected in an organized and an objective manner to foresee that how a consumer in a fashion industry feel, consume and carry herself. This chapter objects at discussing different theories of research and how appropriate data will calculate. The detail of sampling would be discussed. 3.1 (Quantitative) Research Approach:

Different methods would be using the find out the appropriate data related to our research. Consumers have different perception and attitude towards the particular brand according to this study. This aim is to find out the consumer preferences and their purchasing behavior on the basis of brand image, price, quality, and attitude towards the brand are investigated. Hence qualitative research is more suitable to study the consumer attitude in depth.Quantitative research make an interaction between interviewer and interviewee which enhances the quality respond and to know consumer in depth which is essential to study so that research can be put up in more descriptive and well explained form .3.2 Research Deign:

From the study of literature review, there are variable on the basis of which this research is conducted. The primary variable of the data is consumer preference in fashion industry and the secondary variable includes the price, quality, attitude, brand image are counted.Researcher will use the Chi- square as statistical tool to evaluate the effect and association of price quality, brand image on the consumer preference related to the fashion industry.According to this research, it is necessary to analyze the effect and change of brand loyalty, brand price and brand image on consumer attitude through which researcher get the real relation among variables that as the attractive strategy of new branded lawns are affecting the consumer attitude or change happens between brand choices.Chi square test is non- parametric test through which we measure the between observation and estimation and significance level of independent variables. It is use for testing hypothesis that it is use for estimation or not.3.3 Data:

The researcher has used data from different journals, articles, concepts from the internet and online journals, which helped in developing better information related to fashion industry. For the collection of primary, questionnaire will be used as a source of information which is based on location and the strategy which the researcher is going to use in analyzing the result is that questionnaire will be filled by the respondents from the outlets of the designer lawns and those outlets where the designer lawns sells. The sample size of this research is 150 respondents as 30 questionnaires will be from the respective areas separately. The areas I have already mention earlier in my first chapter of the research. The sample size of this research is based on chosen areas where the target class of designer lawns lives.3.4 Statistical Technique:

The researcher will use chi- square as statistical tool in this research as the research contain depended and independent variable which is describe above. As the reason behind choosing chi- square as a tool is that to identify the effect and change of variables among them. 3.5 Model:

The model is

3.6 Variable Description:

There are dependent and independent variables.

8

Y= this is dependent variable which is consumer preference.X1= Quality of lawn brand which consumer refer to buy X2= Attraction towards the product (designer Lawn) through advertisement which effects the consumer preference.X3= Price of designer lawns are increasing day by day, consumer loyalty effect through it.X4= brand image changes the perception of consumerX5= Self image, Females are conscious about their lifestyle.X6 = Value for money through which female fulfill their desire of buying a branded lawn.X7= Following trends, females keeps an eye on changing trends and follow it.

Chapter 4 DATA ANAYLSIS

In this chapter the data that has been collected through questionnaire from 150 respondents. This data analysis will help to find result and conclude it, which is the main purpose of this study. The study will help to understand the pros and cons of preferences of consumers towards designer lawns.4.1Descriptive analysis:

Descriptive statistics shows the basic description of data in a concise form to clear the basic understanding

The above table of descriptive analysis gives us the values of (N), maximum range for the specific question, minimum range for the specific question, mean of the choices, and standard deviation among the gathered data of specific question.The number of respondents taken for the study is 150 which include office going ladies, house wives. In the study the house wives who respond to the questionnaire belong from upper class of our society who earns 50,000 above. 4.2 Chi-square analysis:

Question 1Bought designer lawns

Chi-square14.107a

Sigma.003

On running the chi-square analysis for our gathered data, we got 0.003 sigma value for question no 1, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option yes i.e. 17.5 means that people bought designer lawns.

Question 2Have you ever been to a lawn exhibition

Chi-square6.053a

Sigma.109

On running the chi-square analysis for our gathered data, we got 0.109 sigma value for question no 2, which is greater than 0.05 significant levels, means that there is not one option which is dominating choice of consumers for this question. Therefore we can conclude that consumers visit lawn exhibition at different rates.

Question 3Suits bought in such exhibition

Chi-square6.213a

Sigma.102

On running the chi-square analysis for our gathered data, we got 0.102 sigma value for question no 3, which is greater than 0.05 significant levels, means that there is not one option which is dominating choice of consumers for this question. Therefore we can conclude that different consumers bought different number of suits in such kind of exhibitions.

Question 4How many lawns suits do you buy in a month

Chi-square9.627a

Sigma.022

On running the chi-square analysis for our gathered data, we got 0.022 sigma value for question no 4, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. This option is extracted from residual table of this question which is showing higher residual value for option 4 i.e. 12.5, means that people bought 4 designer lawns in a month.

Question 5How much amount you spend on lawns

Chi-square25.840a

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 5, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. This option is extracted from residual table of this question which is showing higher residual value for option 5000-10000 i.e. 20.5, means that people spend 5000-10000 amount on designer lawns in a month.

Question 6Prefer designer lawns to unbranded lawns

Chi-square102.507b

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 6, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option yes i.e. 62, means that people prefer designer lawns.

Question 7On the basis of quality

Chi-square102.507b

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 7, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option yes i.e. 62 means that people prefer designer lawns due to quality.

Question 8On the basis of comfort

Chi-square102.507b

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 8, which is less than 0.05 significant level, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option yes i.e. 62, means that people prefer designer lawns due to comfort.

Question 9On the basis of value for money

Chi-square102.507b

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 9, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option yes i.e. 62, means that people prefer designer lawns due to value for money.

Question 10On the basis of following trends

Chi-square102.507b

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 10, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option yes i.e. 62, means that people prefer designer lawns due to follow current trends.

Question 11On the basis of personal Aroma

Chi-square102.507b

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 11, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option yes i.e. 62 means that people prefer designer lawns due to personal aroma.

Question 12On the basis of status symbol

Chi-square102.507b

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 12, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option yes i.e. 62 means that people prefer designer lawns to maintain status symbol according to fashion.

Question 13On the basis of Self belonging

Chi-square102.507b

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 13, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option yes i.e. 62 means that people prefer designer lawns due to feeling of self-belonging.

Question 14On the basis of self-image

Chi-square102.507b

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 14, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option yes i.e. 62 means that people prefer designer lawns to have personal image.

Question 15Which designer lawn you buy the most

Chi-square36.000c

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 15, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option Nishat lawn i.e. 15, means that people prefer Nishat designer lawns.

Question 16Visit outlet on new arrivals

Chi-square196.840d

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 16, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option yes i.e. 82 means that people visit to outlets of designer lawns on new arrivals.

Question 17Why switch brands most

Chi-square37.133e

Sigma.000

On running the chi-square analysis for our gathered data, we got 0.00 sigma value for question no 17, which is less than 0.05 significant levels, means that there is one option which is dominating choice of consumers for this question. That option is extracted from residual table of this question which is showing higher residual value for option price i.e. 13, means that people switch brands among designer lawns due to price factor.

Question 18Do advertisements attract and help you most for purchasing decision?

Chi-square5.880d

Sigma.053

On running the chi-square analysis for our gathered data, we got 0.053 sigma value for question no 18, which is greater than 0.05 significant levels, means that there is not one option which is dominating choice of consumers for this question. Therefore we can conclude that different consumers have different preferences on information sources to make their purchase decision.

On the basis of above analysis, we can conclude that most of the consumer prefer branded lawns due to PRICE factor, which help them to maintain their status, have personal image in society and make them up to date with current fashion as per their gathering in suitable price range.Chapter 5 Conclusion5.1 Conclusion:

From the survey conducted through the questionnaire (attached at the end of the report), the researcher can conclude that designer lawn is mostly popular in the age group of 21 to 35. Due to the suits being sold at such high prices, which are above and beyond a common mans income, it caters mostly to the upper class female market. Majority of the women were either office workers or housewives. It can be said that female buying behavior was definitely affected by the emergence of designer lawn. This can be proven by the fact that they show a decided preference towards the branded fabrics available in the market. There are many reasons as to why people opt for branded lawn, but the main reasons are, because of the superior quality of the fabrics and the new innovative designs that are released in exhibitions after every seasonal change ( for example, Spring, Summer and Winter Collections). Also that branded lawn can be seen as a status symbol. Because it is highly priced, and mostly the upper class buys them, people are identified as being above those who cannot afford them. In a way, it serves to drive a bigger wedge between the rich and the poor.5.2 Recommendation: As fashion is the biggest industry and due to the new trends and hype people perception and choices swing. People are more brands loyal because what they perceive they get it. As its part of human nature that ladies have interest in designing clothes, so the competition is very high in the industry as the marketers should keep on innovating unique things. Females who are part of big business or are from SEC A are more opt for designers collection and prefer to use it, as so , designs should be on the basis of their perceiving quality through which they make their self- image high. Females are more concerned about their self -image because they are part of social gathering in this way they met different people and the attraction level become high, so the designer need to diversify their casual wears. Marketers should keep their design unique, and apply different strategies to keep their product different.

Bibliography

Hareem Zeb, K. R. (june 2011). Influence of Brands on Female Consumers Buying Behavior in Pakistan. International Journal of Trade, Economics and Finance, Vol. 2, No. 3,, 225.

Johnson, J. T.-A. (n.d.). Compulsive consumption behaviours: investigating. International Journal of Consumer Studies.

Motwani, K. .. (2009, march 29 ). Fashion: Lawn is on!, .

Rajagopa. (2011). Consumer culture and purchase intentions toward fashion apparel in Mexico. Journal of Database Marketing & Customer Strategy Management .

Shende, D. A. ( 2012, January 28). Customer Buying Behavior And Fashion. International Referred Research Journal,, 1.

Tam, K. K. (2007). Effect of Brand Image on Consumer .

Zafar, M. Y., & Salman*, M. F. (n.d.). Consumer Purchase Behavior Of Branded Cotton Fabrics In Pakistan - An Exploratory Research.

Appendix

Questionnaire

AGE GROUP 18 to 25 26 to 30 31 to 35 36 to 40

RESIDENTIAL AREA _____________________________

PROFESSION Office Worker House Wife Student Other

MONTHLY INCOME _______________________________

HAVE YOU BOUGHT DESIGNER LAWN? Yes No Sometimes Frequently

HAVE YOU EVER BEEN TO A LAWN EXHIBITION? Yes No Sometimes Frequently

HOW MANY DESIGNER LAWN SUITS HAVE YOU BOUGHT IN SUCH EXHIBITIONS? None 2 4 More

HOW MANY LAWNS DO YOU BUY IN A MONTH? None 2 4 6 or more

HOW MUCH FROM YOUR INCOME YOU SPEND ON DESIGNER LAWNS MONTHLY?

None Rs.5000 to 10000 Rs. 10000 to 15000 Rs. 15000 to 20000 More

DO YOU PREFER DESIGNER LAWN TO UNBRANDED LAWN? Yes No

WHY? HAVE YOU BOUGHT DESIGNER LAWN FOR THE FOLLOWING REASONS?

QUALITY Yes No

COMFORT Yes No

VALUE FOR MONEY Yes No

FOLLOWING TRENDS Yes No

PERSONAL AROMA Yes No

STATUS SYMBOL Yes No

SOCIAL BELONGING Yes No

SELF IMAGE Yes No WHICH DESIGNER LAWN YOU BUY THE MOST? Junaid Jamshed Asif Jofa Gul Ahmed (Ideas) Al Karam Nishat Lawn Other ____________________________________DO YOU VISIT THEIR OUTLETS AS THE TIME OF NEW ARRIVALS ORIGINATES? Yes No Sometimes DO YOU SWITCH BRANDS ON THE BASIS OF? Quality Advertisement Price Design/ style DO THE ADVERTISEMENTS OF THE BRANDED LAWNS ATTRACT YOU THE MOST AND HELP YOU IN MAKING BUYING DECISION. Yes No Sometimes