Shopping Behavior of Females in

Pakistan
This assignment is focusing on females shopping behavior during the purchase of their apparel.
Now, it is important for people to know about their preferences according to age group and
occupation. Other factors like culture, tradition and occasions are also playing the major role in
female shopping behaviors.

Submitted By:
Haider Ali Bhatti
Registration #:
Section:

L1F11BBAM2443
C

Submitted To:
Prof. Rehan Mehmood

Consumer Shopping
Behavior

Shopping Behavior of Females in Pakistan:

Pakistan is a diverse country with different cultures, cast and creed. Therefore, the choice is also
differ from person to person. Today, the consumption is no more a process due to the need of
consumers but, in accordance with the wishes of consumers has become an evolving process.
Therefore in terms of marketing, consumer behavior in order to define their influence has
become necessary to examine the factors that remain. The process of the human consumption
which has been presented from the beginning was initially an activity that must be fulfilled for
the rest of life, whereas today, it has been the goal of life. The preference and shopping behavior
changes from individual to individual due to various factors such as personal preference, culture,
tradition, occasion and other factors like economic influence of reference group. As a result, the
female shopping behavior has changed from individual to individual.
With respect to factors influencing apparel selection, Pakistani female consumers are best
categorized as style-design seekers represented through three clusters. These consumers frequent
designer boutiques and are willing to buy from small and less well known boutiques owing to
their quality assessment consciousness. With respect to shopping behavior, these consumers
often shop alone and for extended durations.
The word shopping obviously contains all sorts of goods but compared to for instance grocery
shopping, clothes shopping is considered to be more attractive. It is a break from the normal
nd
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routine
and it is an opportunity for fantasy and self-expression. Shopping for clothes is

considered recreational, satisfying and rewarding. For women shopping for clothing is a strictly
individualized responsibility. Women claim shopping more than men and see shopping as
something important. Since, women see shopping as something recreational, it is important to
emphasize the hedonic and experiential attributes of shopping shop as men and the typical
window-shopper is a woman.
While disposable incomes have been growing among middle class Pakistani consumers,
disposable time has been on a decline, or as one author put it, Pakistani consumers are moneyrich and time-poor. As a result, consumers prefer different retail formats than they did a few
years ago. There has been a growing patronage of hypermarkets such as Daraz.pk, Shopdaily.pk
and Kaymu.pk etc., since consumers find all categories of products including garments, home
appliances, cosmetics, toiletries, and books in these stores, other than this every designer has
made their own estores for promoting their products through E-Commerce.
The assumption that women buy those clothes which is essential to investigate women
and their shopping only women carry out the female shopping behavior. The attempt
however is to find is essential to investigate women and their shopping only women carry
out the female shopping behavior. The attempt however is to find out whether there are
some characteristics more common of the female shopping behavior.
Womens have the tendency to buy clothes on festivals and special occasions as they feel. It is
the time that they can look the best on festive seasons because of availability of latest styles,
colors, designs and quality and able to get festivals special offers and discounts also. Before
they make the purchase they are usually engaged in a decision-making process. They may come
across the product a few times, think about it, research it, ask their friends and then start the
process all over again. The process also involves getting validation from different reference
resources, or word-of-mouth sources.
Women value unique products and brands that they can use to define their individuality. Females
actively seek new styles and fashion trends to a larger extent than men. Women are more
sensitive to clothing needs and possess a greater clothing awareness than men. Women were
observed to be more apt to view dysfunctional purchasing behaviors as normal, females will
exhibit lower levels of compulsive shopping tendencies.

The questionnaire method has been used to collect the sample of 5 female Females age group
between 20-25 years. The study is based only to Lahore area through the respondents like
College girls and working women. These questions have been asked through the questionnaire
and personal meet for collecting the information from the different womens age category which
helps to find out the different shopping behavior in each category. It has given the clear idea
about their needs and preference in womens cloths.
1. How many clothes, on average, do they try?
Majority girls respond was 3 to 4 in a month.
2. Do they ask for feedback from their friends/family/salespeople?
Yes they always ask for feedback from my friends and family because they said It helps
us build up their self-confidence and avoid any negative comments on my dress sense in
the society.
3. How many clothes do they buy in one trip?
Their respond it varies 1-3 in a trip.
4. When they come to buy clothes, which of the following factors would they like to
consider first?
The females focus on the Color, Style, Size and the quality of stuff.
5. Do they buy multiple items of the same type of clothing (e.g. 2 jeans, or 2 shirts) or do
they buy different items (e.g. 1 jeans and 1 formal shirt)?
Different types of clothing they shop.
6. Do branded clothes provide more value than unbranded clothes?
Yes, because they are brand conscious, so they always preferred branding dress as
compare to unbranded. There respond brands are meant to satisfy our needs and
sometimes desires. They only become a brand when they are successful attracting us
towards their product and also provide their perceived value in the form of their offerings.
It is not wrong to say that brands are more trusted
7. Do they usually shop different brands to source a variety of choices when buying?
Yes they do try different brands especially when any friend or family member of mine
leaves a satisfied comment about that specific brand. They do take a chance trying the
admired brand name.
8. Do they usually purchase more expensive clothing brands?

It varies according to the occasions. Otherwise very rare it happened that they bought a
more expensive product just to satisfy their desire and that expensive items were worth
buying. Most of the time prices do affect their buying behavior
9. Do they look carefully to find apparel with the best value for money?
Yes always.
10. Do they believe the higher the price, the higher the quality of the apparel?
Yes they said the price matters a lot in the quality.
11. Do they buy clothes when they are on discount?
Yes, they love to enjoy discount on clothes on special occasions.