INTRODUCTION

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COMPANY PROFILE:
MARIA.B. is Pakistan’s leading designer brand with a vast retail network providing multiple
ranges of affordable designer fashion for women. The eponymous brand was launched 14 years
ago with a vision to revolutionize and make accessible, women’s retail in the country following
Maria’s graduation from the prestigious Pakistan Institute of Fashion Design (PIFD) where she
was the school’s first Valedictorian in 1998. Indeed since its inception, the MARIA.B. Brand
continues to encapsulate designer sensibilities within an affordable label.
Having first started with one small stitching unit in Lahore, today, MARIA.B is Pakistan’s most
diverse designer fashion brand with prêt a porter, couture, formal wear, lawn, embroidered
fabrics and cottons all within one affordable label. MARIA. B. also has one of Pakistan’s most
extensive retail networks with 25 standalone outlets in 12 different cities across the country,
while also exporting to 6 international destinations including India, UK, USA, Bangladesh, UAE
and Qatar.
With quality, design, innovation and affordability as the key brand ethos, the label’s nine brands
include: MARIA.B. Cotton, Mgirl, MARIA.B. Evening Wear, MARIA.B. Lawn, MARIA.B.
Linen, MARIA.B. Pashmina (Indian Collection), MKids, MARIA.B. Brides and Embroidered
Fabrics. The brand’s vast repertoire of fashion also includes a range of accessories such as totes,
clutches, earrings, rings, bangles, bracelets and necklaces.

COMPANY VISION AND GOALS:
The vision and goal of MARIA.B has always been to produce high quality garments in line with
international standards under the supervision of trained fashion management.

BRAND PERSONALITY:
Maria Butt, CEO MARIA.B was founder of MARIA.B brand owner graduated from PIFD done
fashion designing and started h her new brand,
Brand was launched 14 years ago with a vision to revolutionize and make accessible, women’s
retail in the country. Having first started with one small stitching unit in Lahore, today, they are
fortunate to be Pakistan’s most diverse designer fashion brand with prêt a porter, couture, formal
wear, lawn, embroidered fabrics and cottons all within one affordable label. Their mission has
always been to provide multiple ranges of affordable designer fashion for women and in this
same vein, based on the feedback of our the product,

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4P’S OF MARIA B:
PRODUCTS:
MARIA.B. Cotton:
MARIA.B. Cotton Collection is our line for everyday wardrobe essentials where we utilize
indigenous khaddar, cottons and linens, to provide you with affordable, yet trendy design for
everyday wear. The collection is affordable, wearable and signature MARIA.B. style, and it is no
wonder that it has an immense following amongst the women in Pakistan.
MARIA.B. Evening Wear:
The Evening Wear collection at MARIA.B. Is a staple for women to light up their evenings. The
collection always has some traditional pieces with signature style, as well as the modern,
statement pieces. Using the premium textures afforded by chiffons, silks, and georgettes, with
exquisitely embellished motifs, this collection contains essentials to add pizzazz to your
evenings. The evening wear collections are trendy, feminine, inspired, affordable and wearable.
It is no wonder that this line is one of the best sellers at MARIA.B.
MARIA.B. Lawn:
With this new addition, we are all set to take the MARIA.B. Lawn brand to new heights
While the last few years have seen lawn brands, and designer lawns come and go, we have
stayed focused on what our customers love: trendy designs and quality fabrics. This has ensured
that we haven’t meandered along the one-hit wonder path.
MARIA.B. Bridal:
MARIA.B. Bridal, the brides are the star of the show. Our entire experience is geared to make
her day the most special day in her life. MARIA.B Brides is our haute couture (or made to
measure) line. The signature gowns and dresses at the studio are specifically tailored to meet the
needs of all brides.
Maria B. Embroidered Fabric Collection:
This Spring, delve into the luxury of Embroidered Fabrics with MARIA B.– the first
embroidered collection by a designer brand in the country on pure Chinese silks, Chinese
chiffons and katan silks. Celebrate with our elegant collection of feminine French rose, ottoman
patterns and Mughal, phulkari & cross stitch embroideries. With add-on details of velvet and
digital borders, laces and button, Embroidered Fabrics will present exclusive collections
attention to detail and a look of pure with elegance.

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PRICE:
EVENING WEAR:
Rs. 5000-19000
COTTON WEAR:
Rs. 3500-6500
M GIRL:
Rs. 2000-4500
MARIA B LAWN:
Rs. 6500-15000
EMBROIDERY:
Rs. 10,000- 18000
BRIDAL WEAR:
Rs. 50, 0000 TO ONWARD

PLACE:
Different main outlets in Lahore, Karachi, Islamabad
Franchises in Faisalabad Peshawar

PROMOTION:
Mostly through
Fashion Magazines
Fashion shows
Bill Boards

VALUE CHAIN ANALYSIS:
Primary activities
Inbound logistic:
They outsource their raw material and fabric. They have established departments in their factory.
Information and material move from department to department orderly.

Operations:
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Madam Maria deals all the top management decisions. Madam Maria is very conscious about their products designing and development. The environment in retail outlet is very friendly. They did not have very well infrastructure and they have small departments with respect to need of the departments. Technology Development: They have online system in their organization. Service: They have very trained staff in their outlets to provide best service within the shop. They have highly developed software’s for keeping records. They use print media for the advertisement. Human Resource Management: They have 6 designers. Marketing & Sales: Maria. All staff members and educated and they have very friendly behavior with their colleagues and with the customer.b is marketing through social media. through which they came to know the customer needs and they are fulfilling their needs and increasing their sales. they present the meal to the customers. They have their own transportation for distribution of their products.b they have black and white color theme. Outbound logistic: They have their warehouse store for storage of products. With help of designer guideline factory worker produce formal. 3 managers in which they have one brand manager. The employees are trying their best to satisfy their customers. and try to fulfill the needs of the customers and listen to the problems of their customers. Sami formal and ready to wear products. Procurement: They are purchasing raw material from the suppliers. They have online purchasing option through social media and website. raw material includes: Fabric 4 . Secondary Activities: Infrastructure: In Maria. They have online selling service where they provide feedback to customer as soon as possible and also deliver products within 34 days. one sale and operation manager and one marketing manager. They distribute their products from warehouse to retail outlets. For stitching and Ada work they have their own factory.They develop designs and cuts with the help of their designers and then for lawn they send printing embroidery designs to the out sourced factory for the printing and embroidery. The staff aware of the new technology and its usage. They factory management develop very efficient environment in the factory.

PEST ANALYSIS: PEST analysis is very important that an organization considers its environment before beginning the marketing process. In fact. Reduction of import duty on ginning presses to 5%. imports. the governments have failed to maintain political stability in Pakistan. The organization's marketing environment is made up from: POLITICAL FACTORS: Instability of Pakistan: Pakistan has been facing the problem of political instability since its birth in 1947. From 1947 until 2010. being a socially and environmentally responsible corporation is an essential for projecting a positive public image. Hence. There is an uncertainty in government's structure and we all know when a ruling party faces this sort of uncertainty they fail to do well for public. The policies regarding foreign exchange. R& D contribution: 6% R & D support to garment exporting businesses. the constantly changing regulations and instability in the policies of the government have greatly hampered the overall apparel industry in achieving its optimum potential. In short. Long term financing for export oriented businesses. Looking ahead. the apparel industry in Pakistan faces some serious challenges from the growing political tensions and issues. As one of the fastest growing industrial sector of Pakistan. 5 . environmental analysis should be continuous and feed all aspects of planning. Modernization and Replacement (BMR) program under which loans are provided to the new businesses under concessionary rates. the Chamber of Commerce provides the following incentives. exports and investments have been consistently unpredictable due to the political instability in the country. the government is paying high attention to the apparel industry. Added to it. One measure taken is the Balancing. They purchase all martial before the production run for the smooth flow of the production.Threads Trims and accessories Packaging materials They have their specific vendors for the material. The opposite parties tend to take advantage of the situation.

the income of households will increase which causes the customers to be more willing to pay. The government in Pakistan had inherited high inflation. Environmental degradation posses a great threat to survival of any industry. Unfavourable Factors Strict trade regulations and excise policies can affect international exports and hence. economic depression is witnessed all over the world. Poverty level. Economic recession around world: In the last two decades. garment industry is forced to increase the prices of their products which customers are not willing to purchase. From previous two years Pakistani economy was in a desperate state. and the causes were longterm. due to a drop in fuel prices. This decrease can be an opportunity for the fashion industry to increase profit margins provided that the income levels remain stable.11 percent in April of 2015 from 2. there is low inflation rate but still there is inflation in Pakistan it means the can be a threat for the fashion industries. increase the overall trade deficit. This has caused a huge sudden change in the purchasing power of the customers. Customers are more willing to pay if they can obtain it with ease. Pakistani annual inflation rate slowed to 2. With frequent price fluctuations. government support some businesses by paying them extra loan or giving them concessions for tax so that people can run their business or serve their customers in a better way. 6 .Pakistan also have some stability in its political factors. unemployment would occur which will hinder the chances of development even more.49 percent in the previous month. which needs to be considered when it comes to the growth of a business firm. Increase unemployment can be an opportunity for the industry to train the employees and create a positive image in market. ECONOMIC FACTOR: Economic stability of any country is a very essential part. large income. Foreign Direct Investment and export are on high-speed decline. Favourable Factors Government allows the bank to pay the loan to the business as a support so it can also be a favour for the newly start company or the company that is facing any flaws. Many garment industries have been shut down today due to all these factors. Another factor responsible for the lower inflation rate is the lowering of the interest by the State Bank to a 10-year low in January. People are getting brand conscious which is more favorable for the fashion industry. Due to decrease in inflation rate. Favorable Factors With the decrease in inflation. Increase in inflation increases the business activities which can generate the profit. structural fluctuations. Unfavorable factors No doubt.

Long duration electricity load shedding without any schedule. This is a very attractive opportunity for the fashion industry in case fashion designers start e-selling. as well as water shortages are some of the prominent causes of garment industry downfall in the last few years. changes in Information Technology. too. According to Internet Service Providers Association of Pakistan (ISPAK). Now we are on verge of summer 2015. Favorable factors Due to latest technology and having up to date machines efficiency can be improved easily. 7 . unauthorized individuals may access confidential data. Styles can easily introduce online and at least costly means. Several factors impact an industry’s technological consideration. Implementing information technology into business operations can save a great deal of time during the completion of daily tasks. Employees could be more dependent on latest machinery and in case of any If appropriate measures are not in place. Fashion cycle nowadays largely involve the Internet. Government spending in research. The focus of today’s industries is on mass customization as well as mass production which are not possible to achieve if it is inept in technology. permanently destroyed or used for unsavory purposes. Manpower can be reduced. increased rated of petroleum products. Internet and Mobile Technology. unstable prices of electricity . Unfavorable factors Company’s system can be hacked through which all information can leak out that could be beneficial for the competitors. energy use and costs. the estimated internet users have reached 25 million in the country.TECHNOLOGICAL FACTORS: Up to date machines: Though fashion industry is not technologically driven but it has now become necessity. Information may be altered. These are. designing and discovery of new fabric. per unit price of electricity rises after every few month. lack of CNG. and international transaction costs etc. Shortage of power: Power failure is another big issue which garment industry is facing these days. Rapid changes and developments in technology have increased the competition. Pakistan’s peak requirement of electricity normally in summers is no more than 18000 MW (Mega Watts). design or style can also become more fast-paced. Pakistan’s growth rate of internet users is second highest in SAARC countries in accordance with its population. The machinery used by the industries in Pakistan is updated. especially when a company or an industry wants to maintain a competitive edge or tap into international arena. shortage of gas supplies in winter. when the demand of electricity is on its peak. As technology become more automated.

Unfavorable Factors As the lifestyle and mindset of people are changing rapidly so it could be difficult for the company to have stability in innovation in order to compete with its competitors. This match will help us in gaining high goodwill. Favorable Factors Nowadays people prefer using customized products and this is an opportunity for the fashion industry to pursue its target marketing strategy. Business activities have flourished quite in the recent years. There should be a perfect match between the production and social systems in a specific area. especially if one moves from culture to culture. with change in lifestyles comes change in tastes. Lack of R&D: In addition. energy crises have affected industry in many ways. Advertisements and Marketing have to be done by keeping in the demands and requirements of the people of the specific culture in a country. Moreover.No doubt. culture and religions imply on clothing nationally as well as internationally. Religion and Culture: It is very important to have an understanding of the religious principles and concepts existing in a country. New and Innovative products are introduced by the garment industries of other countries but Pakistan is lacking behind every day. therefore has to take into consideration the limitations that ethics. in order to know the demands and requirements of the target consumers. Therefore. Favourable factors Islamic religion is the most considered in the 8 Unfavourable Factors As most of the companies are following . As there is a change in lifestyle and taste of the customer so it can be an opportunity for the company to serve according to their taste If society has an older population the cost of labor will increase and a business will need to change the management strategies in order to cope with these changes. it creates hurdle for the industry to work at its full capacity and reduces the capacity up to 30%. in order to gain good will and popularity. Power crises increase cost of production due to high tariff and costly substitutes of electricity. Pakistan is an Islamic country hence business firms have to take appropriate and suitable steps in every aspect so that nothing is against the Islamic culture. This has led to an increased change in the lifestyles and mindsets of people. SOCIO-CULTURAL FACTOR: Society and Culture are very important factors that any organization cannot ignore. Religion and ethical preferences play a major role in shaping strategies and marketing products also. There is an increased trend towards nuclear and dual-career families which serves as great opportunity for the industry as the buying power of the consumer is enhanced. we need to examine the socio-cultural environment of a country before entering its markets. partly owing to foreign competitors entering the market. Fashion industry in Pakistan. lack of research-oriented attitude leads to lack of improvement in the industry.

fashion industry. western style was the most considered in the fashion industry. While first. 9 Islamic culture so it can affect the trading of garments internationally. . even “Abayas” are now taking inn as styles.

Still decrease in inflation rate is holding a grip in brand conscious customers. . Youngsters of our country are attracted highly towards the western culture and are brand conscious thus.Consumer Behavior Is Changing Rapidly: People are more aware about quality issues now hence want to spend their money on high quality products. Unfavourable Factors As inflation rate can increase or decrease at any time so it can also affect the buying behaviour of the customers and can be a threat for the industry. provided it sufficiently focuses of their needs and interests. This is the reason imported products are much preferred over local. but inflation has caused a compromising change in behavior of consumers from the lower class. Favourable Factors As most of the people are getting brand conscious so it can be an opportunity for the fashion industry to generate the profit. 10 Unfavorable factors The company has to be more innovative in order to serve the customers as compared to its competitors and must be more aware of the customer’s needs and wants otherwise the competitors can lead over the company. this industry can earn huge profits. With such a large and lucrative target market. Favorable Factors As the fashion industry is an industry for the youngster so there is a great chance to generate profit in order to target the youth by serving them with unique and innovative designs. Age Distribution: Fashion industry is an industry for the youngsters. there is a greater chance of satisfying the needs of the targeted customers.

SWOT ANALYSIS: Strengths Weakness Wide Product line(targeting almost every segment) Internationally recognized brand Own team of Designers Unique Designs(Kashmiri style of clothing) Good quality by using pure materials Entire process under one roof Expensive cloth the price range is comparatively high than their competitors Lack of production backup in stores when the demand is high Focuses only to women dress designing Promotional activities No mission statement No vision statement Opportunities Threats Awareness of fashion in youth is increasing day by day. Bangladesh & China GROWTH Textile industry has good growth now these days. New brand are entering in the market more and more because entering barriers in textile industry are very low. Fashion industry growth is increasing day by day. it is facing tough competition in the international market due to increase in cost of production. 11 . Our country nation becoming more brand conscious. On the other hand. which is making it less competitive than the neighbouring countries India. The customers are brand loyal so no need for heavy advertisement expenses Going both national & international Collaboration with foreign companies E-Business Economic Recession Energy crises Emergence of new entrants Existing competitors Fashion life cycles MARKET ANALYSIS: Market size: Textile sector is considered as the backbone of the economy.

34%.Pakistan's exports in the woven category are the highest with a share of 54% Success factor As the fashion industry is an industry for the youngster so there is a great chance to generate profit in order to target the youth by serving them with unique and innovative designs. And other designer brands and local designers Strength and weakness of competitors Direct competitor KHAADI STRENGHT WEEKNESS Good quality of products Moderate price Unique dress designs Tailoring facility Brand name Low verity for men Week cost structure Week marketing 12 . As in segmentation the brand has targeted just females and kids but not men. Segmentation: Market can be broken down into further segmentation for the brand.Market share Market share of woman clothing is increasing day by day. COMPETITOR ANALYSIS: Compatative brands: There are some competitors of the maria b brand: Direct competitors Hasan Shariyar Yaseen Khaadi Sana Safinaz Indirect competitors Origins J. So the brand can also take men into consideration for segmentation. : Target niche markets in the country that is not being targeted by competitors.The major category of Woven garments for men and women have increased at an average annual growth rate of 4.

Malaysia and United Kingdom. products include unstitched lawn. They changes stock after every 2 weeks.New stock every 2 weeks Different type of weaving Size advantage Quality Khaadi have very unique identity. They provide good quality of services to the consumer. middle classes. They use very good quality of materials. Khaddi have more than 35 stores in Pakistan as well as stores in United Arab Emirates. Price They have moderate price and high quality. Malaysia and United Kingdom. That is one of the biggest competitor of Maria b. Mostly her customers are highly or at least more socialized women and men. They also provide adult men for their kurta’s Psychographic Segmentation: Clothes are targeted towards those women and men who are quality conscious. Service They provide good service in the outlets but their online service ability was week. Dresses in Pakistan are mostly for women between 18 and 25 . Customers are highly satisfied with the price of the brand. bags and jewelry. shoes. It specializes in "hand-woven" technique. Demographic Segmentation: They target upper class people who lived in posh neighborhoods belonging to upper. menswear.Formal dresses were bought mostly high society women from any age group. 13 . Active in the market Founded in 1998 by Shamoon Sultan. Segmentation and Target Market They have targeted the male and female both. Khaddi have good quality of product. They have innovation in designs styles. children’s clothing. Geographic Segmentation: Maria B chose to open her 35 stores in Pakistan as well as stores in United Arab Emirates. luxury Prét.

This is known as concentrated market. However. as this represents the lowest hanging fruit. So Maria b has good relationship with the customer. if your business has not done due diligence up to this point. This is the stage where consumers are doing the majority of their research. 14 . Good when company’s resources are limited. Everyone wants to wear the branded product that’s why the people want more branded product. And the demand of demanded clothes is increasing day by day. And consumer of Maria b is more brands conscious. therefore potentially ruining your chances of making a sale. Her products can be classified as specialty goods because her consumer has a strong brand preference. your brand or product will not be in the consideration set. or at the forefront of where they will seek information. it’s vital that your brand is at the forefront of your consumer’s minds. Target Market Khaadi targeted financially affluent people.Behavioral Segmentation: Her customers are those who want highly fashionable clothes with innovative designs and good quality. Information Search In this stage of the buyer decision process. Target Marketing: The high shares in market. Evaluating Alternatives At this stage after collecting information of Maria b product consumer and other brands too like Khaadi and HSY. As we analyze Maria b have good quality of product that’s why people wants to buy Maria b products. At that point consumer of Maria b collects information about the products. Post Purchase According to customer and management interview we analyze that customer of Maria b is loyal to the brand and want to purchase product again and again. BUYING BEHAVIOUR: Awareness of a Need: Today’s trend toward branding is increasing day by day. Because customer satisfaction. Then evaluate whether Maria b is providing good or other brand Purchase Decision Most SEO strategies try to catch consumers at this stage of the purchase process.

MARKET SEGMENTATION 15 .

Age: 16 .Marketing Strategy 1. Micro factors Macro factors  Demographic  Economic  Geographical  Physical & technology  Political & legal  Social & culture Demographic Factors In the beginning she realized that most of the upper class and upper middle class lived in big cities and they are willing to spend a lot of money for good quality and exclusively designed dresses. especially if there are bridal dresses. Macro factors 2.

independent OR financially secure. 17 .We are focusing on these age brackets  Young adults (between 19-22 yrs)  Bachelor (between 22-26) 2-Households:  newly married female  Early married female without children  Early married female with tiny children  Grown up but independent female  All females either married or not.

4-Stock of wealth: Stock of wealth of these markets is high and they have the opportunity to spend more. Faisalabad and Karachi is better as compare to other cities.3. innovators and Loyal brand followers.Gender:  Female 4-Education:  Skilled  Highly educated or belong to sophisticated elite class. 1-Income: 1. 18 . Upper Income Class  Upper Upper Class  Upper Middle Class  Upper Lower Class 2-Income Distribution: Income distribution of Lahore. But the people are consumption oriented and they spend more on shopping.B. Customers of these areas are highly involved with Maria . Islamabad. Karachi and Islamabad is high as compare to some other cities. People have a good stock of wealth and it can influence the purchasing power of people. 3-Consumption Behavior: The per capita income of Lahore. The people are innovators and having purchasing power and refined/urbanized tastes. Economic Factors At the time she launched her business the economic conditions in Pakistan were relatively stable so the people were more fashion conscious and willing to spend on branded clothes.

B is a very well connected person with qualifications and nets in all the fashion fronts around the world and she along with her designers are very much in touch with fashion developments and are trend setters themselves Political & Legal Factors The nature of her business was sole proprietorship which means that she was the only one liable for profitability of the business. Under the general truth this is true for Maria . The people are aware of the style. Physical & Technological Factors When Maria b was started she was incorporated all the required technology and skills to produce good quality clothes. fashion and fad so they want creative ideas and designs in the dresses. Especially now that she’s is extending her name across the boundaries. Karachi & Islamabad is high as compare to the other cities. 2-Opportunities for Innovation: In the targeted areas there are more opportunities for innovation and modernization. The ignorance of this factor makes huge loss. 3-Research & Development: Maria .5-Impots & Exports: Imports and exports of any country can have a major effect on marketing strategy of boutique industry. People want change in dresses that influence their personality. The rate of change in Lahore. Especially the initial investment into the business was made by Maria B herself.B as well. 1-Rate of Change: The technology is increased day by day. Hence the changes of the legal and political environment had minimal effects on her business. People are variety seekers and innovators. Faisalbad. 19 .

3-Psychographic: The psychographics’ is the combination of demographic and psychological factors. 2-Social Class: The society is divided into many classes that have an affect on the business. corporate and consumer laws are introduce for the betterment and psychological satisfaction of the consumer as well as the producer. The social. clause. set of traditions.1-Political Stability: The political stability has affect on the business as well as the consumption behavior. The boutique provides the dresses according to the culture of the country. The classification could be based on the need of the customer. Such policies disturbed the marketing strategies. religious. it will also reject the old laws and introduce their own rules and agendas. legal. When the government changes. 20 . customs and norms with respect to culture. 4-Religion: Religion is main factor that can affect the strategies of business. 2-Legal Frame Work: Legal framework means that the government makes some laws that is implemented on the economy. Psychology affect when the customer is not satisfied. When the need of customer is according to the perception level then it will give positive response. However we are targeting only the upper classes of the society which normally more self fulfilled or closer to that stage depending on the age group as well. 1-Social Standard: The society has its own mood. Social & Cultural Factors She was focusing on high society culture at the initial stages.

Segmentation The whole market is divided into different groups. With passing time Maria B as a brand grew exponentially using extremely valued customer feedback and intake/hiring of highly qualified new talent from prestigious institutes making it sure that Maria b was always one step ahead in creativity and comprehending the customer needs. limited Experimentation (fashion shows not outlets) and face to face or telephonic interviews with actively engaged clientage are the methods used by Maria B.B and her concerned staff move very actively in the fashion quarters of the world.B. 21 . In short words Observation. Formal dresses were bought mostly high society women from any age group. Demographic Segmentation: She was targeting elite people who lived in posh neighborhoods belonging to upper. She’s basically targeting females who are educated. The market is divided on certain basis such as  Need  Income  Family Cycle  External Factors Geographic Segmentation: Maria B chose to open her outlets in urban areas in Pakistan beginning with Lahore. She also instilled her customers with thirst for fresh and up to the minute by releasing mind boggling patents of Maria . middle classes. Bridal dresses in Pakistan are mostly for women between 18 and 25 so for Maria’s specialty dresses that were the age class she was targeting. As mentioned earlier Maria .Research & Development Maria B before launching her business she observed the trends of the market and customer demand relying on personal observation as well as her inner social circle.

Good when company’s resources are limited. Her products can be classified as specialty goods because her consumer has a strong brand preference. This is known as concentrated market. B targeted financially affluent people.Psychographic Segmentation: Her clothes are targeted towards those women who are quality conscious. Target Market Maria.  Sami formal These Sami formal dresses is producing for those who want to wear Maria b dresses in routine event which was according to the customer needs and give sophisticated look. Mostly her customers are highly or at least more socialized women. Gestation Strategies: She makes the following types of dresses:  Exclusive Bridals Which would include those bridal dresses which were custom made on demand. And also those were designed by her top designers. The products of Maria B are generally suitable for a range of various kinds of people with diverse psychological backgrounds as long as they can afford to pay for the to enjoy duality. Target Marketing: The high shares in market. 22 . Behavioral Segmentation: Her customers are those who want highly fashionable clothes with innovative designs and good quality.  Formal wear These formal dresses were made keeping Pakistani high society in focus.

Designed to give sophisticated look with Maria b brand name  Other regular dresses Designed by keeping in view trends and customer satisfaction. Lawn dresses the lawn dresses which are now these days a hot product for Maria b. Favorable: The favorable brand element is one which gives value to the product quality and vast varieties of product range are the brand favorable factors Uniqueness: Brand uniqueness of Maria. term. sophisticated look. The price of the brand products is high and they are giving high quality. b The accrue a traditional styles. 23 .’s consumer . Consumers view brand name as an important part of the product and branding add value to the product. A name. Brand of Maria b has a strong impact in the minds of its customers BRAND REORGANIZATION: As it’s a name of a person so it is easy to recognize by the customers POP: Product categories PODS: Wide Product Range targeting almost every segment High price with a promise of high quality Maria b has giving a traditional Kashmiri culture style with new line of modification continuously and maintaining the brand image from their competitors Which pop and pods are strong? Strong pop means that the point which is continuously maintained and it becomes your symbol of differentiation from other or accurate from the brand. symbol or design or a combination of these intended to identify the goods and services to differentiate it from his competitors. BRAND POSITIONIG: BRAND RECALL It is a part of brand that appears in terms of symbols.

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shafon. B and her slogan is “Be the women” PRODUCT STRETEGY: FABRIC Zari. b name. logo is simple black color with only maria. Maria B’s brand mark where ever seen depicts uniqueness which comes with Maria B’s attributes and the color represents the sophisticated look. It’s adaptable to the whole family of Maria B’s garments. shafon. silk. It provides a stamp of originality for her products . They also provide online delivery facility of product.It is easy to spell.BRAND ELEMENT: Maria b has distinctive brand name by her name. product elements. Logo and slogan: Her logo is just MARIA. asthatics of products Services with product They provide good services to the customer and provide very friendly environment to the customer. cotton muttka raw silk. Attributes of products Primary attributes    Product quality Stitching quality Material quality Secondary features 25 . pronounce and remember. jamawar bridal wear Product name: As metion above the product name of is defined according to product verity .

Because Maria B uses non price competition she attempts to shift her demand curves to the right by means of product differentiation and promotional activities. the company must determine the competitor’s prices and other external and internal factors while setting up a price. Maria B takes the final step of designing the pricing strategy A number of factors are to be considered before setting up a price for a product. Between the two extremes. engages in non price competition by maintaining relatively stable prices and she improves her market position by emphasizing on aspect of the marketing programs. Based on these considerations. Cost Based Pricing: As the name indicates cost based strategy involves pricing according to the cost incurred on the product. however monopoly allows setting up a price of choice. consumer perceptions of the product’s value set the ceiling. a low price should be charged.   Products are durable. A number of competitors for a particular product means. 26 . a company adopts an approach to determine a price for its product. . Product costs set a floor to the price. Styles are unique Design are innovative PRICING STRATEGY After going through the afore stated price determination process. NON PRICE COMPETITION: Maria B. Competition Based Pricing: It depends upon the competition in the market.

And some of Maria B’s promotional activities include advertisement in fashion magazines and setting up sales outlets at expensive posh market areas.Maria B achieves product differentiation through innovative design. Determination of Demand 27 . Pricing Objectives There can be different pricing objectives of a firm. most common ones are:  Survival  Maximum Current Profit  Maximum Market Share  Maximum Market Skimming  Product-Quality Leadership Pricing objective of Maria. In this a marketer has to keep this marketing mix tool along with all others before the marketing program is set. For this purpose Maria makes all the extra efforts of maintaining strict quality check at each and every level of the production process.B follows cost based pricing approach because she has no competitor. Maria.B is primarily Product-Quality Leadership. high quality and exclusive positioning. Value-Based Pricing: Value-based pricing uses buyer’s perceived value of the product and not the seller’s cost as a key to setting up a price.

Mark-up Pricing Method In this method. Target Return Method In this method the firm decides a price that would yield a target rate of return on investment. Demand curve of Maria. Perceived Value Pricing Method Companies base their prices on customer perceived value. Value Pricing Method Companies win loyal customers by charging a low price for high quality. firm adds a standard mark-up to its price for the product. Estimating Cost Demand sets the ceiling on the price a company can charge for its products and cost sets the floor. Usually price and demand are inversely proportional so that when price increases demand drops and vice versa. Pricing Methods A pricing method is selected that includes the following considerations:  Customer Demand Schedule  Cost Function  Competitor’s Price Seven pricing methods are defined out of which a firm can adopt any depending on its own situation. Going Rate Pricing Method The firm bases its prices largely on competitors. A firm sets a price that covers its costs of production.B slopes downward because her target customers are usually elites. selling and distributing the product including a fair return for the efforts and risk involved. Group Pricing Method 28 .Each price leads to a different level of demand for a firm’s product and therefore has a different impact on the marketing objective of the firm. Auction Type Pricing Method This type of method is growing more popular with the growth of Internet.

Impact of Price on Other Parties Management must also consider the impact of final price on other parties. Company Pricing Policies The final price of a product must be consistent with the pricing policies of the company. At the same time the companies are not averse to establishing pricing penalties under certain circumstances. and off-season buying. Companies usually allow following types of discounts: Cash Discount Price reduction is offered to a customer who immediately pays the payment. Functional Discount 29 .B considers the following factors in setting up her final price of the product:  Psychological Pricing  Influence of other marketing mix elements  Company pricing policies Price Discounts and Allowances Companies adjust their list price and give discount and allowances for early payments. volume purchases. Quantity Discount Price is reduced for the customer who purchases in large volumes. These include:  Dealers  Distributors  Competitors  Suppliers  Government Maria.Internet is facilitating the method whereby consumers and business buyers can join group to buy at lower prices. Selecting the Final Price Influence of Other Marketing Mix Elements The final price must take into account the brand’s quality and promotion and placement efforts.

storing or record keeping.B Maria does not allow any type of discounts or allowances because she follows a fixed price policy. customer service. As Elites are target market of Maria.It is also called a trade discount and is offered by a manufacturer to trade channel member if they perform certain functions like selling. Therefore Maria. brand name.B believes it to be a mistake to plunge a strong distinctive brand into price discounting just to respond to low price fever. Policy Adapted By Maria. 30 . quality and added convenience. Seasonal Discount A price reduction is given to those who buy merchandise/services out of season.B where people have high incomes and product involvement that are willing to pay more for exclusive designs.

Maria b has its own outlets in Lahore. Agreement is according to 32nd clause of recommended retail price and the official validity of the agreement is for three years. Islamabad and UK. B: The distribution channel used by Maria b includes direct marketing channels as well as marketing immediate in the process of making the goals accessible to the final customers. Maria B has two outlets only in city Lahore. The interior of the outlets is also designed by Maria b herself. Maria b has also adapted this concept of personal selling in her business to stimulate the sales by opening the first personal selling outlet in Lahore. This is the simplest form of communication between the organization and the customers because there is no need of arbitrator in this type of channel. Customer can easily purchase from these outlets. They are planning to open more outlets and branches in not only different areas of Pakistan but also outside the country. The procedure of distribution is described as under: DIRECT PERSONAL SELLING In this process.DISTRIBUTION CHANNEL OF MARIA. DEALERSHIP NETWORK Almost all types of good organizations need strong dealership network in order to transfer their goods to end customers. In this network there may or may not be interaction of retailers and the customers. She has recently opened an outlet of garments in UK. The products can be transferred directly from the whole sellers or there may be the interference of retailers in the main market. 31 . COMPANY DEALER RELATIONSHIP Maria b decides about the dealers in annual meetings and normally there is an agreement between the dealer and the company. Customers can receive any type of information about the garment sector from these outlets. customers place their orders to the company for any particular product. MODIFYING CHANNEL ARRANGEMENTS Maria b has plans for further advancement in the channel strategies.

then the request is passed to the production unit. Maria b is developing evolutionary restrains on ensuing stages. First of all. OUTLETS LAHORE Shop 1 7.ORDER PROCESSING Manufacturing concerns work based on orders placed by customers. then is the execution of that order. After execution.Z Phase 3 Defence Lahore Ph# 0425729799 Shop 2 6-A/L Gulberg III Lahore Ph# 0425751800 KARACHI Shop 1 B-8 Park Towers 32 . order is placed through a particular channel.  Order  Requisition  Execution  Dispatching  Delivery There is a complete process of implementation of order. the procedure of dispatching starts.

As far as promotion is concerned marketers treat it as the most important “P” among all the “P’s” of marketing mix. As without proper promotion of the product awareness can’t be created regarding offering Promotion Mix  Advertisement  Sales promotion  Personal selling  Public relations Your marketing plan will be executed by using the tactical elements of the Marketing Communications. B Promotion Products need not only attractive development and availability but more important is the development of a communication program.Clifton Karachi Ph# 0215833975 Shop 2 11 Mezzanine Flour Zamzama Boulevard Phase Extension DHA Ph# 0215834904 ISLAMABAD King Arcade F7/2 (Above Old Hot Spot) Ph# 052650363 COMMUNICATION STRETEGY: Maria. 33 . or Promotions Mix.

Sales promotion Short-term incentives to encourage the purchase or sale of a product or service. goods. sales promotion. stories. Advertising Any paid form of non-personal presentation and promotion of ideas. Public relations Building good relationships with the company’s various publics by obtaining favorable publicity. Personal selling Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. public relations. 34 . and handling or heading off unfavorable rumors. and direct marketing a company uses to pursue its advertising and marketing objectives. personal selling. and events.The elements of the marketing communications mix The Marketing Communications Mix is the specific mix of advertising. building up a good "corporate image". or services by an identified sponsor.

Direct marketing Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. Area (s) Framed: Gujranwala city.b products Type of study: Cross sectional is a type of observational study that involves the analysis of data collected from a population. Sample strategy: we convenience sampling technique because it is easy to conduct and convince for us to analyze in less time Sample frame: consumers of Maria. satellite town. We use this study because we want to check the consumer behavior regarding the product. at one specific point in time. And we want to analyze the brand actual equity. EXPLOLATERY ANALYSIS: Qualitative research Sample Respondents: 20 interviewed are conducted by using interview as a Qualitative Investigation. First we use qualitative method to study the brand awareness and association with the help of interviews and the we generate the brand audit questioner for quantitative result for analysis. 150 respondents for surveys because we have selected a designer brand and user of designer brand is low as compare to textile brand.B falls into the aware consumer category of Maria B’s products. 35 . are loyal from years and are mostly aware of its quality products. Methods: Mixed method : Qualitative – Quantitative. Population: The residents of Gujranwala representing high income groups to analyze the buying behavior of the user of Maria b and to check the relationship of Maria b brand with consumer. To check the relationship of demographic with the brand equity componantes. B The potential consumer of Maria . Data collection: In-person Data Criteriology : Social desirability bias was addressed during surveys. Data analysis tools: content analysis and descriptive analysis. or a representative subset. Rahwali cantt. Factors Effecting The Promotion Mix of Maria. Instrument development/selection: Interviews and Survey Questionnaire. We have selected Gujranwala because in other big cities people already have strong association.

B Cross tabulation Count familiar with MARIA. 36 .Research Ethics: The respondents were properly informed about the purpose and conduct of this study and formal approvals were sought from respective organizations before data collection. QULATIVE RESEARCH: Q1: age * familiar with MARIA. Interpret: Young people are more conscious about fashion trend. so they have to target 15-20. 21-25 categories.B yes Age no Total 15-20 42 2 44 21-25 72 1 73 26-30 13 0 13 31-35 8 0 8 36-40 12 0 12 3 150 Total 147 Note: In the above table shows people that answer “yes” 15-20 is more familiar with Maria. B brand 21-25 also respond “yes” shows that the trend between these two age categories ranges are high as compare to 31-35 and 36-40 age group people.

37 . B.42 respondent give this answer in age group of 21-25.b as a brand is 20 respondents from the sample of 150. B in every age group. which response hsy are 26.b have a high competitors market in targeting youth. 15-20 Maria b as a brand 12 respondents 15-20 HSY as a brand 9 respondent 15-20 khaadi as a brand 23 respondent Remaining respondents have 31-35 Maria b 2 respondents Hsy 4 respondents Khaadi 2 respondents. and the greater number is for khaadi 82. Khaadi as a brand more preferable than Maria. Hsy 21-25 age group respondents are 11. People prefer khaadi more than Maria. As total for Maria b respondents are 42. Interpret: This result represents that maria.Q2: age * brand prefer the most Cross tabulation Count brand prefer the most maria b Age Total HSY khaadi 15-20 12 9 23 44 21-25 20 11 42 73 26-30 4 2 7 13 31-35 2 4 2 8 36-40 4 0 8 12 26 82 150 Total 42 Note: In the above table shows people from age 21-25 years prefer Maria.

and respondents says that they have high quality. 38 . Interpret: Above result that weather people buy or not the clothing more all the category that I highlight responds that they have “moderately high” quality products. From age group 21-25 people responds that Maria b quality is moderately high and average two types of responds are more frequently come in this age group 33 respondents says that they have moderately high quality. From age group 36-40 people responds on average that Maria b quality has moderately high quality. 23 respondents say that they have average quality. From age group 26-30 people who responds that Maria b quality is moderately high are 7 people and people responds that they have average quality are 6 From age group 31-35 people who responds that Maria b quality is moderately high are 4 and people that have option of average quality are 3.Q3a: age * quality of material Cross tabulation Count quality of material moderately very high high Age average low moderately low Total 15-20 4 20 16 2 2 44 21-25 12 33 23 3 2 73 26-30 0 7 6 0 0 13 31-35 1 4 3 0 0 8 36-40 2 7 2 1 0 12 71 50 4 150 Total 19 6 Note: From age group 15-20 people responds that Maria b quality is moderately high.

and 16 respondents say that they have moderately high stitching quality. 39 . Interpret: Above results interpretation shows that on average people does not responds that Maria b has a stitching quality different from others but on some people point of view they have moderately high stitching quality. B is average 31-35 responds Maria b has average quality of stitching nothing special about it. 36-40 ages group of people only responds that Maria.Q3B: age * quality of stitching Cross tabulation Count quality of stitching moderately very high high Age average low moderately low Total 15-20 9 16 19 0 0 44 21-25 8 44 17 2 2 73 26-30 1 4 7 1 0 13 31-35 0 3 3 2 0 8 36-40 0 10 1 1 0 12 77 47 6 2 150 Total 18 Note: In above question the analysis shows age group from 15-20 are more conscious about stitching and cuts have greater response shows the stitching of Maria. B is average. B is moderately high on average 26-30 group greater percentage of people have the respond that the quality of Maria. B has a moderately high quality. 21-25 group greater percentage of people have the respond that the quality of Maria.

40 . People from age group 21-25. B has average quality of fabric. B quality of fabric as average. and 17 people responds that Maria. 21 respond rate as average quality of fabric and 16 as a very high quality of fabric. 31 respondents rate Maria. 20 people had response that the quality of fabric of Maria. 31-35 age group people rate mostly Maria . From quality of fabric prospective people responds Maria b has moderately high quality on average respondents. Interpret: This result show that the customer who is coming to your brand is educated about the fashion and the quality and he/she always judge your brand consciously or sub consciously in back of the mind.b average and low 36-40 age group people rate mostly as very high and high. 26-30 age group people rate mostly Maria.Q3C: age * quality of fabric Cross tabulation Count quality of fabric moderately very high high age average low moderately low Total 15-20 6 20 17 1 0 44 21-25 16 31 21 3 2 73 26-30 3 2 6 2 0 13 31-35 0 2 3 3 0 8 36-40 4 4 3 1 0 12 59 50 10 2 150 Total 29 Note: People from age group 15-20. B is moderately high. B quality of fabric as moderately high.

and other responds that they have very high and moderately high quality of fabric/prints.Q3D: age * quality of color/print Cross tabulation Count quality of color/print moderately high average low moderately low Total 15-20 13 11 19 1 0 44 21-25 17 28 23 4 1 73 26-30 1 4 5 3 0 13 31-35 1 0 6 1 0 8 36-40 5 2 3 2 0 12 45 56 11 1 150 v. high Age Total 37 Note: 15-20 age people response mostly about this question is in two dimensions from which mostly numbers of people responds that Maria. 23 responds that they have average quality of color/prints and 17 responds that they had very high quality of prints/colors. B had moderately high. B has very high quality of colors/prints Interpret: From above results shows that people responds the Maria. B has average quality of color/prints. due to no difference and variation in their color and styles 41 . B prints quality is average. B has average quality of colors/prints 36-40 age people mostly responds that Maria. 21-25 age group total respondents are 73 from which 28 responds that Maria. 26-30 age mostly response as average color/prints 31-35 age people mostly responds that Maria.

b . 31-35 age mostly response price as moderately high 36-40 age mostly response price as very high and moderately high Interpret: From above analysis of result it is conclude that from customer prospective the prices of Maria. b products are high and the variation as compare to price is relatively low. 24 responds that they have very high prices and 21 responds that they have average price. 14 as average and 13 as very high. 26-30 age mostly response price as moderately high of Maria. 42 . 21-25 total respondents are 73 from which 25 people responds that they have moderately high prices.Q3E: age * price Cross tabulation Count price moderately very high high Age average low moderately low Total 15-20 13 17 14 0 0 44 21-25 24 25 21 2 1 73 26-30 1 11 1 0 0 13 31-35 2 5 1 0 0 8 36-40 5 5 2 0 0 12 63 39 2 1 150 Total 45 Note: 15-20 total respondents are 44. from which 17 people rate price as moderately high.

from which 24 people rate connivance as average. b products are moderately high because now a days there is not a big deal to travel to other city for shopping or online order is easy way to access the brand 43 . 24 responds that they have average convenience 26-30 age mostly response convince as moderately high of Maria. b . 12 as moderately high 21-25 total respondents are 73 from which 30 people responds that they have moderately high convenience. 31-35 age mostly response convenience as moderately high 36-40 age mostly response convince moderately high From above analysis of result it is conclude that from customer prospective the convenience of interpret: Maria.Q3F: age * convenience Cross tabulation Count convenience moderately very high high age average low moderately low Total 15-20 5 12 24 3 0 44 21-25 7 30 24 8 4 73 26-30 0 8 5 0 0 13 31-35 0 5 0 3 0 8 36-40 2 5 3 2 0 12 60 56 16 4 150 Total 14 Note: 15-20 total respondents are 44.

b because there is no difference or excitement in their brand from which people would attract towards them 44 . from which 13 people visit once in every 3 month on Maria. 19 responds 1-3 times in a year. b.Q4: age * how frequently you visit Cross tabulation Count how frequently you visit At least once every two once in a weeks month age Total Once every 3 1-3 times each months year rarely or never 15-20 4 5 13 6 16 44 21-25 2 25 8 19 19 73 26-30 0 2 2 4 5 13 31-35 0 1 2 2 3 8 36-40 1 4 3 1 3 12 37 28 32 46 150 Total 7 Note: 15-20 total respondents are 44. 19 rarely or never 26-30 mostly people visit rarely or never or 1-3 times in a year 31-35 age mostly response on 1-3 times or a year and rarely or never 36-40 age grater people have once in a month visit and some rarely or never Interpret: From above analysis of result it is conclude that people mostly rarely or never go on Maria. 16 rarely or never 21-25 total respondents are 73 from which 25 people once in every 3 month.

24 responds that they had visited rarely or never 26-30 mostly people shop rarely or never and some responds ratio is 1-3 times in a year 31-35 age mostly response on 1-3 times a year and rarely or never 36-40 age grater people have once in a 3 month visit once in a month responds 4 people Interpret: From above analysis of result it is conclude that people mostly rarely or never go on shopping to Maria. B. from which 11 people shop once in every 3 month on Maria.Q5: age * frequently you shop Cross tabulation Count frequently you shop At least once every two once in a weeks month age Total Once every 3 1-3 times each months year rarely or never 15-20 0 10 11 5 18 44 21-25 4 25 7 13 24 73 26-30 0 2 1 5 5 13 31-35 0 0 3 1 4 8 36-40 0 4 5 1 2 12 41 27 25 53 150 Total 4 Note: 15-20 total respondents are 44. b or 1-3 times a year because there is no difference or excitement in their brand from which people would attract towards them 45 . 18 rarely or never 21-25 total respondents are 73 from which 25 people shop once in a month.

Q7: 46 . But 21-25 from age group 21-25 also respond yes. 26-30 age group 10 replied as no and 3 as yes 31-35 age 5 replied as no and 3 as yes 36-40 ages 6 replied as yes and 6 replied as no Interpret: From above analysis of result it is conclude that people of age 15-20 and 21-25 mostly did not satisfy with price. It is a mix result. 26 replied as no and 16 as yes 21-25 group age total respondents are 73 from which 37 replied as yes and 36 as no.Q6: age * satisfy with price Cross tabulation Count satisfy with price yes age Total no 15-20 16 26 44 21-25 37 36 73 26-30 3 10 13 31-35 3 5 8 36-40 6 6 12 83 150 Total 65 Note: 15-20 age group total respondents are 44.

age * satisfy with quality Cross tabulation Count satisfy with quality yes age Total no 15-20 24 19 44 21-25 53 17 73 26-30 7 6 13 31-35 3 5 8 36-40 9 2 12 49 150 Total 96 Note: 15-20 age group total respondents are 44. 24 replied as yes and 19 as no 21-25 group age total respondents are 73 from which 53 replied as yes and 17 as no. 26-30 age group 6 replied as no and 7 as yes 31-35 age 5 replied as no and 3 as yes 36-40 ages 9 replied as yes and 2 replied as no Interpret: From above analysis of result it is conclude that people mostly respondents are satisfied with the quality of the products because peoples first prefer the quality and it is the satisfaction factor if quality is not good people will not buy from here. Q8: 47 .

Q9: 48 . 22 agree 26-30 mostly people show 6 neural responses. 21-25 total respondents are 73 from which 29 people show neural response.age * communicate about their offering Cross tabulation Count communicate about their offering strongly disagree age Total disagree neutral agree strongly agree 15-20 2 7 17 8 10 44 21-25 2 8 29 22 12 73 26-30 0 4 6 2 1 13 31-35 1 3 2 1 1 8 36-40 1 0 4 5 2 12 22 58 38 26 150 Total 6 Note: Responds results on the basis of communicate about their offering following are the results of different age group. 8 agree and 7 disagree. 5 as agree Interpret: From above analysis of result it is conclude that people mostly show neutral respond because the advertisement campaign of Maria. b is very less and not so much effective to attract people. 15-20 total respondents are 44. from which 17 people show neutral response. 4 as disagree 31-35 age mostly response disagree 36-40 age show 4 neural responses.

b promise following are the results of different age group.age * deliver exactly what promise Cross tabulation Count deliver exactly what promise strongly disagree age Total disagree neutral agree strongly agree 15-20 1 6 15 14 8 44 21-25 2 4 31 26 10 73 26-30 2 2 5 3 1 13 31-35 0 4 1 1 2 8 36-40 0 2 2 6 2 12 18 54 50 23 150 Total 5 Note: Responds results on the basis of deliver exactly what Maria. 3 as agree 31-35 age mostly response disagree 36-40 age mostly response as agree Interpret: From above analysis of result it is conclude that people mostly show neutral respond because they doesn’t have clear image about what Maria. 26 agree 26-30 mostly people show 5 neural responses. 15-20 total respondents are 44. from which 15 people show neutral response. 14 agree and 6 disagree. b promising to their customer Q10: 49 . 21-25 total respondents are 73 from which 31 people show neural response.

15 agree 21-25 total respondents are 73 from which 32 people show agree response. 50 . 6 as agree 31-35 age mostly response disagree 36-40 age mostly response as neutral Interpret: From above analysis of result it is conclude that people mostly people are agree that they have positive relation with the community. 21 neutral 26-30 mostly people show 5 neural responses.age * positive relation with community Cross tabulation Count positive relation with community strongly disagree age Total disagree neutral agree strongly agree 15-20 1 5 15 15 8 44 21-25 1 8 21 32 11 73 26-30 0 1 5 6 1 13 31-35 0 4 1 2 1 8 36-40 0 1 8 2 1 12 19 50 57 22 150 Total 2 Note: Responds results on the basis of positive relation with community following are the results of different age group. from which 15 people show neutral response. 15-20 total respondents are 44.

14 neutral. 14 disagree 26-30 mostly people. 15-20 total respondents are 44. from which 13 people show neutral response. responds as agree 31-35 age responds 3 as agree and 3 as disagree 36-40 age mostly response as agree Interpret: From above analysis of result it is conclude that people mostly people are agree. 16 agree 21-25 total respondents are 73 from which 34 people show agree response.Q11: age * advertisement is generally informative Cross tabulation Count advertisement is generally informative strongly disagree age Total disagree neutral agree strongly agree 15-20 3 7 13 16 5 44 21-25 1 14 14 34 10 73 26-30 0 2 2 7 2 13 31-35 1 3 0 3 1 8 36-40 0 4 2 6 0 12 30 31 66 18 150 Total 5 Note: Responds results on the basis of advertisement is generally informative following are the results of different age group. 51 .

52 . 27 neutral 26-30 mostly people respond as agree 31-35 ages mostly response disagrees and strongly agrees 36-40 age mostly response as agree From above analysis of result it is conclude that people the confused whether the advertisement is reliable or not majority said neutral. 15-20 total respondents are 44.Q12: age * the advertisement is reliable source of information Cross tabulation Count the advertisement is reliable source of information strongly disagree age Total disagree neutral agree strongly agree 15-20 5 4 18 10 7 44 21-25 2 9 27 25 10 73 26-30 0 2 3 7 1 13 31-35 1 3 1 0 3 8 36-40 1 1 2 7 1 12 19 51 49 22 150 Total 9 Note: Responds results on the basis of advertisement are a reliable source of income following are the results of different age group. from which 18 people show neutral response. 10 agree 21-25 total respondents are 73 from which 25 people show agree response.

They are neutral about other brands have quality giving and promising 53 . 15-20 total respondents are 44.Q13: age * quality is different from others brands Cross tabulation Count quality is different from others brands strongly disagree age Total disagree neutral agree strongly agree 15-20 2 8 15 9 10 44 21-25 5 11 20 30 7 73 26-30 0 3 5 5 0 13 31-35 2 0 4 2 0 8 36-40 0 2 6 3 1 12 24 50 49 18 150 Total 9 Note: Responds results on the basis of quality are different from other brands following are the results of different age group. from which 15 people show neutral response. 10 strongly agree 21-25 total respondents are 73 from which 30 people show agree response. 20 neutral 26-30 mostly people respond as 5 as agree and 5 neutral 31-35 ages mostly response neutral 36-40 age mostly response as neutral Interpret: From above analysis of result it is conclude that people give responses 50 said neutral.

from which 24 people says moderate. People prefer other brands 54 . b lawn is moderate. b lawn following are the results of different age group. 16 strongly 26-30 mostly people respond as agree 31-35 age response mostly moderate 36-40 age 6 response as moderate and 5 as strong Interpret: From above analysis of result it is conclude that people that brand awareness of Maria.Q14a: age * brand awareness about maria b lawn Cross tabulation Count brand awareness about maria b lawn strongly moderately week age not applicable Total 15-20 10 24 7 3 44 21-25 16 47 9 0 73 26-30 4 8 0 1 13 31-35 2 5 1 0 8 36-40 5 6 0 1 12 90 17 5 150 Total 37 Note: Responds results on the basis of brand awareness of Maria. 15-20 total respondents are 44. 10 strongly 21-25 total respondents are 73 from which 47 people says moderate.

24 strong 26-30 mostly people respond as moderate 31-35 age response mostly moderate 36-40 age mostly response as moderate Interpret: From above analysis of result it is conclude that people that brand awareness of Maria. b embroidery is moderate. 13 strong 21-25 total respondents are 73 from which 38 people says moderate. 15-20 total respondents are 44. b embroidery following are the results of different age group. from which 22 people says moderate.Q14b: age * maria b embroidery Cross tabulation Count maria b embroidery Total strongly moderately week age not applicable 15-20 13 22 5 4 44 21-25 24 38 9 2 73 26-30 1 12 0 0 13 31-35 0 5 3 0 8 36-40 4 5 3 0 12 82 20 6 150 Total 42 Note: Responds results on the basis of brand awareness of Maria. 55 .

b bridal wear following are the results of different age group. 15-20 total respondents are 44.Q14c: age * bridal wear Cross tabulation Count bridal wear Total strongly moderately week age not applicable 15-20 10 12 15 7 44 21-25 25 27 11 9 73 26-30 0 5 8 0 13 31-35 0 2 5 1 8 36-40 2 6 1 3 12 52 40 20 150 Total 37 Note: Responds results on the basis of brand awareness of Maria. 15 weak 21-25 total respondents are 73 from which 27 people says moderate. b bridal is moderate not strong not much weak. 25 strong 26-30 mostly people respond as weak 31-35 age response mostly moderate 36-40 age mostly response as moderate From above analysis of result it is conclude that people that brand awareness of Maria. Some of their consumer really likes the bridal wear Q14d: 56 . from which 12 people says moderate.

15-20 total respondents are 44. 14 weak 21-25 total respondents are 73 from which 35 people says moderate. from which 20 people says moderate.age * cotton clothing Cross tabulation Count cotton clothing Total strongly moderately week age not applicable 15-20 6 20 14 4 44 21-25 14 35 20 4 73 26-30 2 6 4 1 13 31-35 2 3 3 0 8 36-40 3 4 2 3 12 68 43 12 150 Total 27 Note: Responds results on the basis of brand awareness of Maria. b cotton clothing following are the results of different age group. People think that their prices are high in cotton and clothing types and quality are low Q14e: 57 . 20 weak 26-30 mostly people respond as moderate 31-35 age response mostly moderate and weak 36-40 age mostly response as moderate From above analysis of result it is conclude that people that brand awareness of cotton clothing is moderate.

from which 17 people says moderate. 13 weak 21-25 total respondents are 73 from which 31 people says moderate. 17 strong 21 weak 26-30 mostly people respond as moderate and high 31-35 age response mostly moderate 36-40 age mostly response as moderate Interpret: From above analysis of result it is conclude that people that brand awareness of Maria. 15-20 total respondents are 44.age * linen and patina Cross tabulation Count linen and pashmina Total strongly moderately week age not applicable 15-20 3 17 13 11 44 21-25 17 31 21 2 73 26-30 0 5 5 3 13 31-35 1 3 2 1 8 36-40 0 8 1 3 12 64 42 20 150 Total 21 Note: responds results on the basis of brand awareness of Maria. b linen and pashmina following are the results of different age group. b linen and pashmina is moderate. People think that their prices are high in linen types and quality is low Q15a: 58 .

Q15b: 59 . b as a good brand. 23 average. The loyal customers are the daily regular user for them. 15-20 total respondents are 44. 18 high 26-30 mostly people respond as moderate and high equally 31-35 age response mostly average 36-40 age mostly response as moderately high Interpret: From above analysis of result it is conclude that on band personality scale sincerity is moderately high. 13 very high 21-25 total respondents are 73 from which 30 people says moderately high. They perceive Maria.age * personify scale sincerity Cross tabulation Count personify scale sincerity moderately very high high age average Low moderately low Total 15-20 13 19 8 4 0 44 21-25 18 30 23 1 1 73 26-30 1 6 6 0 0 13 31-35 0 3 5 0 0 8 36-40 3 7 2 0 0 12 65 44 5 1 150 Total 35 Note: Responds results on the basis of brand Personality scale sincerity point following are the results of different age group. from which 19 people says moderately high.

16 average 21-25 total respondents are 73 from which 28 people says moderately high. 17 high 26-30 mostly people respond as moderate high 31-35 age response mostly low 36-40 age response on moderately high and average are equally Interpret: From above analysis of result it is conclude that on band personality scale excitement is average. They is no excitement factor in the brand 60 . 15-20 total respondents are 44.age * excitement Cross tabulation Count Excitement moderately very high high age average Low moderately low Total 15-20 8 16 16 4 0 44 21-25 17 22 28 5 1 73 26-30 0 4 9 0 0 13 31-35 1 1 2 4 0 8 36-40 2 5 5 0 0 12 48 60 13 1 150 Total 28 Note: Responds results on the basis of brand Personality scale excitement point following are the results of different age group. 22 average. from which 16 people says moderately high.

from which 13 people says moderately high.Q15c: age * competence Cross tabulation Count competence moderately very high high Age average Low moderately low Total 15-20 10 13 16 5 0 44 21-25 13 32 23 4 1 73 26-30 2 7 4 0 0 13 31-35 0 2 2 4 0 8 36-40 4 5 2 1 0 12 59 47 14 1 150 Total 29 Note: Responds results on the basis of brand Personality scale competence point following are the results of different age group. 23 average 26-30 mostly people respond as average 31-35 age response mostly response low 36-40 age mostly response as moderately high Interpret: From above analysis of result it is conclude that on band personality scale competence is moderately high. If competence level will not be high How they compete in this fast growing fashion. 10 very high. 15-20 total respondents are 44. 16 average 21-25 total respondents are 73 from which 32 people says moderately high. 61 .

Q15d:
age * sophisticated Cross tabulation
Count
sophisticated
moderately
very high high
Age

average

Low

moderately
low

Total

15-20 10

14

15

5

0

44

21-25 16

30

21

5

1

73

26-30 0

9

4

0

0

13

31-35 1

0

5

2

0

8

36-40 3

5

4

0

0

12

58

49

12

1

150

Total

30

Note: Responds results on the basis of brand Personality scale sophisticated point following
are the results of different age group.
15-20 total respondents are 44, from which 14 people says moderately high, 10 very high, 15
average
21-25 total respondents are 73 from which 30 people says moderately high, 21 average
26-30 mostly people respond as moderately high
31-35 age response mostly response average
36-40 age mostly response as moderately high
Interpret: From above analysis of result it is conclude that on band personality scale
sophisticated look is moderately high. The respondents does not refer it also thinks that Maria. b
has a sophisticated look

62

Q15e:
age * taught Cross tabulation
Count
taught
moderately
very high high
age

average

low

moderately
low

Total

15-20 5

9

25

5

0

44

21-25 12

27

26

7

1

73

26-30 0

4

6

3

0

13

31-35 0

1

2

5

0

8

36-40 2

4

6

0

0

12

45

65

20

1

150

Total

19

Note: Responds results on the basis of brand Personality scale taught point following are the
results of different age group.
15-20 total respondents are 44, from which 25 average
21-25 total respondents are 73 from which 27 people says moderately high, 26 average
26-30 mostly people respond as average
31-35 age response mostly response low
36-40 age mostly response as average
Interpret: From above analysis of result it is conclude that on band personality scale taught is
average

63

Q16:
age * where you know maria.b Cross tabulation
Count
where you know maria.b

Total

Billboard T. internet
Friends family T.V.Ad s
web sites
age

Magazin Fashion
e
Shows

Exhibitio
ns

15-20 7

7

7

1

9

4

5

4

44

21-25 12

16

17

0

11

8

9

0

73

26-30 0

3

3

0

3

1

2

1

13

31-35 1

3

1

0

0

0

2

1

8

36-40 3

4

1

2

2

0

0

0

12

33

29

3

25

13

18

6

150

Total

23

Note: Responds results on the basis of where you know Maria. b following are the results of
different age group.
15-20 total respondents are 44, from which friends family tv. Ad and internet have equally
response
21-25 total respondents are 73; from friends and family have greater ratio of people response
26-30 mostly people respond as TV add, family and internet
31-35 age response mostly family and shows
36-40 age mostly response as family, billboards, and internet
Interpret: From above analysis of result it is conclude that Maria b has more word of mouth as
compare to press and fashion shows

64

QUALIFICATION: Q1: qualification * familiar with MARIA. b is the results of different qualification Primary: Total respondents are 1. 1 as yes Metric: total respondents are 4 as yes Inter: all response yes Undergraduate total respondents are 85.B Cross tabulation Count familiar with MARIA. from which 82 response yes.B yes no Total 1 0 1 Metric 4 0 4 Inter 11 0 11 undergraduate 82 3 85 graduate 49 0 49 147 3 150 qualification primary Total Note: Responds results on the basis of are you familiar with Maria. Graduate: total respondents are 49. 65 . all response yes Interpret: From above result it shows that all the respondents are familiar with the brand due to their presence in media.

b Interpret: From above result it shows that on average people prefer khaadi for shopping they have low price with greater variety and different colors in their product range 66 . Undergraduate total respondents are 85. Graduate: total respondents are 49. from which 2 prefer khaadi and 2 maria. b. from which 46 response as prefer khaadi. Inter: mostly people prefer khaadi.Q2: qualification * brand prefer the most Cross tabulation Count brand prefer the most maria b HSY khaadi Total 0 0 1 1 metric 2 0 2 4 inter 1 3 7 11 undergraduate 25 14 46 85 graduate 14 9 26 49 42 26 82 150 qualification primary Total Note: Responds results on the basis of which brand you prefer the most are the results of different qualification Primary: respondent prefer khaadi Metric: total respondents are 4. from which 26 replied as khaadi and 14 as maria.

from which 40 response quality as moderately high Graduate: total respondents are 49.Q3 a: qualification * quality of material Cross tabulation Count quality of material moderately very high high average low moderately low 0 0 0 1 0 1 metric 0 3 0 0 1 4 inter 1 4 6 0 0 11 undergraduate 12 40 27 3 3 85 graduate 6 24 17 2 0 49 19 71 50 6 4 150 qualification primary Total Total Note: Responds results on the basis of quality of material are the results of different qualification. from which 24 replied moderately high Interpret: From above result it shows that on greater number of people response that quality of material of Maria. from which 3 response moderately high Inter: mostly people response average. Undergraduate total respondents are 85. This will be the perception of people but they did not shop from here because of prices 67 . Primary: respondent response low quality of material Metric: total respondents are 4. b is moderately high.

Q3b: qualification * quality of stitching Cross tabulation Count quality of stitching moderately very high high average low moderately low 0 0 0 1 0 1 metric 2 2 0 0 0 4 inter 1 3 6 1 0 11 undergraduate 12 45 26 0 2 85 graduate 3 27 15 4 0 49 18 77 47 6 2 150 qualification primary Total Total Note: Responds results on the basis of quality of stitching are the results of different qualification Primary: respondent response low quality of stitching Metric: total respondents are 4. from which 2 response moderately high 2 as very high Inter: mostly people response average. Undergraduate total respondents are 85. b is moderately high. 68 . from which 45 response quality of stitching as moderately high Graduate: total respondents are 49. from which 27 replied moderately high Interpret: From above result it shows that on greater number of people response that quality of stitching of Maria.

Primary: respondent response low quality of stitching Metric: total respondents are 4. from which 15 replied average 17 as moderately high Interpret: From above result it shows that on greater number of people response that quality of fabric of Maria. 69 . b is moderately high.Q3c: qualification * quality of fabric Cross tabulation Count quality of fabric moderately very high high average low moderately low 0 0 0 1 0 1 metric 0 3 1 0 0 4 inter 0 6 4 1 0 11 undergraduate 18 33 30 2 2 85 graduate 11 17 15 6 0 49 29 59 50 10 2 150 qualification primary Total Total Note: Responds results on the basis of quality of fabric are the results of different qualification . from which 3 response moderately high Inter: mostly people response moderately high Undergraduate total respondents are 85. from which 45 response quality of stitching as moderately high Graduate: total respondents are 49.

from which 21 replied average Interpret: From above result it shows that on greater number of people response that quality of color/prints is average 70 .Q3d: qualification * quality of color/print Cross tabulation Count quality of color/print v. from which 2 response as average Inter: mostly people response average Undergraduate total respondents are 85. from which 29 response quality of color/prints as average. high moderately high average low moderately low 0 0 0 1 0 1 metric 1 1 2 0 0 4 inter 1 3 4 3 0 11 undergraduate 24 27 29 4 1 85 graduate 11 14 21 3 0 49 37 45 56 11 1 150 qualification primary Total Total Note: Responds results on the basis of quality of color/prints are the results of different qualification Primary: respondent response low quality of stitching Metric: total respondents are 4. 27 as moderately highGraduate: total respondents are 49.

Q3e: qualification * price Cross tabulation Count price moderately very high high average low moderately low 0 1 0 0 0 1 metric 4 0 0 0 0 4 inter 1 6 4 0 0 11 undergraduate 26 33 25 0 1 85 graduate 14 23 10 2 0 49 45 63 39 2 1 150 qualification primary Total Total Note: Responds results on the basis of quality of price are the results of different qualification Primary: respondent response moderately high Metric: total respondents are 4 as very high Inter: mostly people response moderately high Undergraduate total respondents are 85. from which 23 replied moderately high Interpret: From above result it shows that on greater number of people response that price are moderately high as compare to the competitors brands. Graduate: total respondents are 49. from which 33 response price as moderately high 26 as very high. and the variety is not really different 71 .

Q3f: qualification * convenience Cross tabulation Count continence moderately very high high average low moderately low 0 0 0 1 0 1 metric 0 2 2 0 0 4 inter 0 3 4 3 1 11 undergraduate 10 33 36 3 3 85 graduate 4 22 14 9 0 49 14 60 56 16 4 150 qualification primary Total Total Note: Responds results on the basis of convenience are the results of different qualification Primary: respondent response low Metric: total respondents are 4 2 as moderately high as 2 as average Inter: mostly people response as average Undergraduate total respondents are 85. from which 33 response price as moderately high 26 as very high. from which 22 replied moderately high Interpret: From above result it shows that on greater number of people response that the convenience is moderately high they have a outlet in Lahore and people think going Lahore for shopping is not a big deal 72 . Graduate: total respondents are 49.

from which 15 replied rarely or never 13 once in 3 month and 3 as once in a month Interpret: From above result it shows that on greater number of people response rarely or never that they visit once in a month 73 .Q4: qualification * how frequently you visit Cross tabulation Count how frequently you visit At least once every two once in a weeks month rarely Once every 1-3 times or 3 months each year never 0 0 0 0 1 1 0 0 2 2 0 4 0 0 3 3 5 11 undergraduate 5 24 17 14 25 85 graduate 2 13 6 13 15 49 7 37 28 32 46 150 Qualificat primary ion metric inter Total Total Note: Responds results on the basis of frequently you visit are the results of different qualification Primary: respondent response rank rarely or never Metric: total respondents are 4 once in every 3 month 1-3 times a year Inter: mostly people response mostly rarely or never Undergraduate total respondents are 85 from which 25 response to rarely or never visit and 24 once in a month Graduate: total respondents are 49.

11 once in 1-3 month.Q5: qualification * frequently you shop Cross tabulation Count frequently you shop At least once every once in a two weeks month Once every 1-3 times 3 months each year rarely or never 0 0 0 0 1 1 0 1 2 0 1 4 0 0 3 3 5 11 undergraduate 1 29 15 11 29 85 graduate 3 11 7 11 17 49 4 41 27 25 53 150 qualificatio primary n metric inter Total Total Note: Responds results on the basis of frequently you shop are the results of different qualification Primary: respondent response rank rarely or never Metric: total respondents are 4 once in every 2 1-3 times a year Inter: mostly people response mostly rarely or never Undergraduate total respondents are 85 from which 29 response to rarely or never visit and 29 once in a month Graduate: total respondents are 49. from which 11 replied once in a month. and 17 rarely or never Interpret: From above result it shows that on greater number of people response rarely or never visited 74 .

Inter: mostly people response no Undergraduate total respondents are no Graduate: total respondents are no Interpret: From above result it shows response to no because their prices are high as compare to the competitors brand.Q6: qualification * satisfy with price Cross tabulation Count satisfy with price yes no 0 1 1 metric 1 3 4 inter 5 6 11 undergraduate 37 46 85 graduate 22 27 49 65 83 150 qualification primary Total Total Note: Responds results on the basis of satisfy with price the results of different qualification Primary: respondent response no Metric: total respondents are 4 and 3 replied as no. 75 .

Q7: qualification * satisfy with quality Cross tabulation Count satisfy with quality yes no 1 0 1 metric 2 2 4 inter 7 4 11 undergraduate 54 28 85 graduate 32 15 49 96 49 150 qualification primary Total Total Note: Responds results on the basis of satisfy with quality the results of different qualification Primary: respondent response yes Metric: total respondents are 4 both yes or no Inter: mostly people response yes Undergraduate total respondents yes Graduate: total respondents yes to 32 people Interpret: From above result it shows response to no because their quality is high and no difference between the competitor 76 .

Q8: qualification * communicate about their offering Cross tabulation Count communicate about their offering strongly disagree disagree neutral agree strongly agree 1 0 0 0 0 1 metric 0 2 0 2 0 4 inter 1 0 4 6 0 11 undergraduate 2 14 36 16 17 85 graduate 2 6 18 14 9 49 6 22 58 38 26 150 qualification primary Total Total Note: Responds results on the basis of communication about their offering following are the results of different qualification group. Primary: respondent response are strongly disagree Metric: total respondents are 4 2 agree and 2 disagree Inter: respondents are 11 mostly reply agree Undergraduate total respondents are 85 36 replied neutral Graduate: total respondents are 49 from which 18 show neutral response Interpret: From above analysis of result it is conclude that people don’t know how they communicate through their offerings 77 .

Primary: respondent response is disagree Metric: total respondents are 4.Q9: qualification * deliver exactly what promise Cross tabulation Count deliver exactly what promise strongly disagree disagree neutral agree strongly agree 0 1 0 0 0 1 metric 0 0 1 2 1 4 inter 0 3 4 3 1 11 undergraduate 3 7 28 34 13 85 graduate 2 7 21 11 8 49 5 18 54 50 23 150 qualification primary Total Total Note: Responds results on the basis of deliver exactly what they promise following are the results of different qualification group. 28 neutral Graduate: total respondents are 49 from which 21 show neutral response Interpret: From above analysis of result it is conclude that people don’t know how what they are delivering 78 . 2 agree Inter: respondents are 11 mostly reply neutral Undergraduate total respondents are 85 34 replied agree.

3 neutral Inter: respondents are 11 mostly reply agree Undergraduate total respondents are 85 29 replied agree.Q10: qualification * positive relation with community Cross tabulation Count positive relation with community strongly disagree disagree neutral agree strongly agree 0 0 1 0 0 1 metric 0 1 3 0 0 4 inter 0 3 2 6 0 11 undergraduate 1 8 32 29 15 85 graduate 1 7 12 22 7 49 2 19 50 57 22 150 qualification primary Total Total Note: Responds results on the basis of positive relation with community following are the results of different qualification Primary: respondent response is neutral Metric: total respondents are 4. 32 neutral Graduate: total respondents are 49 from which 22 show agree response Interpret: From above analysis of result it is conclude Maria. b has a positive relation and impact on community 79 .

80 . 32 neutral Graduate: total respondents are 49 from which 22 show agree response Interpret: From above analysis of result it is conclude Maria.Q11: qualification * advertisement is generally informative Cross tabulation Count advertisement is generally informative strongly disagree disagree neutral agree strongly agree 0 0 0 1 0 1 metric 0 2 2 0 0 4 inter 0 2 4 5 0 11 undergraduate 2 20 35 18 10 85 graduate 3 6 8 24 8 49 5 30 49 48 18 150 qualification primary Total Total Note: Responds results on the basis of informative advertisement following are the results of different qualification Primary: respondent response is agree Metric: total respondents are 4. 2 disagree Inter: respondents are 11 mostly reply agree Undergraduate total respondents are 85 29 replied agree. b advertisement has more neutral response.

2 disagree and 2 agree Inter: respondents are 11 mostly reply agree Undergraduate total respondents are 85 30 replied agree. 28 neutral Graduate: total respondents are 49 from which 18 show agree response Interpret: From above analysis of result it is conclude Maria. b advertisement is informative 81 .Q12: qualification * the advertisement is reliable source of information Cross tabulation Count the advertisement is reliable source of information strongly disagree disagree neutral agree strongly agree 0 0 1 0 0 1 metric 0 2 0 2 0 4 inter 2 1 3 5 0 11 undergraduate 4 10 28 30 13 85 graduate 3 6 13 18 9 49 9 19 45 55 22 150 qualification primary Total Total Note: Responds results on the basis of informative and reliable source of information advertisement following are the results of different qualification Primary: respondent response is neutral Metric: total respondents are 4.

32 neutral Graduate: total respondents are 49 from which 21 show neutral response Interpret: From above analysis of result it is conclude Maria. b is not different from other brand they have no unique feather that can be differentiated 82 . 2 strongly agree Inter: respondents are 11 4 replies agree.Q13: qualification * quality is different from others brands Cross tabulation Count quality is different from others brands strongly disagree disagree neutral agree strongly agree 0 1 0 0 0 1 metric 0 1 0 1 2 4 inter 0 2 4 4 1 11 undergraduate 3 14 32 25 11 85 graduate 6 6 21 12 4 49 9 24 57 42 18 150 qualification primary Total Total Note: Responds results on the basis of quality different from other brands following are the results of different qualification Primary: respondent response is disagree Metric: total respondents are 4. and 4 agree Undergraduate total respondents are 85 25 replied agree.

b awareness is moderate 83 .Q14a: qualification * brand awareness about maria b lawn Cross tabulation Count brand awareness about maria b lawn strongly moderately weak not applicable 0 0 1 0 1 metric 1 3 0 0 4 inter 2 8 1 0 11 undergraduate 23 48 10 3 85 graduate 11 31 6 1 49 37 90 17 5 150 qualification primary Total Total Note: Responds results on the basis of awareness about Maria. b following are the results of different qualification Primary: respondent response is weak Metric: total respondents are 4. 3 response moderately Inter: respondents are 11 8 replies moderate Undergraduate total respondents are 85 48 replied moderate Graduate: total respondents are 49 from which 31 show moderate response Interpret: From above analysis of result it is conclude Maria.

2 response strong Inter: respondents are 11.Q14b: qualification * maria b embroidery Cross tabulation Count maria b embroidery strongly moderately week not applicable 0 0 1 0 1 metric 2 1 0 1 4 inter 2 9 0 0 11 undergraduate 25 42 14 4 85 graduate 13 30 5 1 49 42 82 20 6 150 qualification primary Total Total Note: Responds results on the basis of awareness about Maria. b awareness of embroidery products is moderate 84 . b embroidery following are the results of different qualification Primary: respondent response is weak Metric: total respondents are 4. 9 replies moderate Undergraduate total respondents are 85 42 replied moderate Graduate: total respondents are 49 from which 30 show moderate response Interpret: From above analysis of result it is conclude Maria.

Q14c:
qualification * bridal wear Cross tabulation
Count
bridal wear
strongly moderately week

not applicable

0

1

0

0

1

metric

3

0

1

0

4

inter

3

3

3

2

11

undergraduate 21

31

20

12

85

graduate

10

18

16

5

49

37

52

40

20

150

qualification primary

Total

Total

Note: Responds results on the basis of awareness about Maria. Bridal wear following are the
results of different qualification
Primary: respondent response is moderate
Metric: total respondents are 4, 2 response strong
Inter: respondents are 11, replies moderate, strong, and weak equally
Undergraduate total respondents are 85 31 replied moderate
Graduate: total respondents are 49 from which 18 show moderate response, 16 weak
Interpret: From above analysis of result it is conclude Maria. b awareness of bridals wear
products is moderate because they are not much focusing on the bridal wear recently

85

Q14d:
qualification * cotton clothing Cross tabulation
Count
cotton clothing
strongly moderately week

not applicable

0

0

1

0

1

metric

0

0

4

0

4

inter

1

7

1

2

11

undergraduate 17

37

27

4

85

graduate

9

24

11

5

49

27

68

43

12

150

qualification primary

Total

Total

Note: Responds results on the basis of awareness about Maria. Cotton wear following are the
results of different qualification
Primary: respondent response is weak
Metric: total respondents are 4, all response as weak
Inter: respondents are 11, replies mostly reply moderate
Undergraduate total respondents are 85 37 replied moderate
Graduate: total respondents are 49 from which 24 show moderate response,
Interpret: From above analysis of result it is conclude Maria. b awareness of cotton products is
moderate

86

Q14e:
qualification * linen and pashmina Cross tabulation
Count
linen and pashmina
strongly moderately week

not applicable

0

0

1

0

1

metric

0

2

1

1

4

inter

1

5

2

2

11

undergraduate 12

36

25

11

85

graduate

8

21

14

5

49

21

64

42

20

150

qualification primary

Total

Total

Note: Responds results on the basis of awareness about Maria. pashmina wear following are
the results of different qualification
Primary: respondent response is weak
Metric: total respondents are 4, moderate response
Inter: respondents are 11, replies mostly reply moderate
Undergraduate total respondents are 85 36 replied moderate
Graduate: total respondents are 49 from which 21 show moderate response,
Interpret: From above analysis of result it is conclude Maria. b awareness of pashmina also
moderate

87

moderate high mostly Inter: respondents are 11. Interpret: From above analysis of result it is conclude Maria. b sincerity also moderate high 88 .Q15a: qualification * personality scale sincerity Cross tabulation Count personality scale sincerity moderately very high high average low moderately low 0 0 1 0 0 1 metric 0 3 1 0 0 4 inter 4 2 4 1 0 11 undergraduate 24 36 21 3 1 85 graduate 7 24 17 1 0 49 35 65 44 5 1 150 qualification primary Total Total Note: Responds results on the basis of personality scale sincerity following are the results of different qualification Primary: respondent response is average Metric: total respondents are 4. replies mostly reply very high and average Undergraduate total respondents are 85 36 replied moderately high Graduate: total respondents are 49 from which 24 show moderate high response.

very high Inter: respondents are 11. Interpret: From above analysis of result it is conclude Maria. b excitement is average 89 .Q15b: qualification * excitement Cross tabulation Count excitement moderately very high high average low moderately low 0 0 1 0 0 1 metric 2 0 1 1 0 4 inter 2 4 4 1 0 11 undergraduate 16 27 35 6 1 85 graduate 8 16 20 5 0 49 28 47 61 13 1 150 qualification primary Total Total Note: Responds results on the basis of personality scale excitement following are the results of different qualification Primary: respondent response is average Metric: total respondents are 4. replies mostly reply average Undergraduate total respondents are 85 35 replied average Graduate: total respondents are 49 from which 20 show average rank response.

b competence is moderately high 90 . 2 as low ranked Inter: respondents are 11.Q15c: qualification * competence Cross tabulation Count competence moderately very high high average low moderately low 0 0 0 1 0 1 metric 0 1 1 2 0 4 inter 1 3 6 1 0 11 undergraduate 23 32 24 5 1 85 graduate 5 23 16 5 0 49 29 59 47 14 1 150 qualification primary Total Total Note: Responds results on the basis of personality scale competence following are the results of different qualification Primary: respondent response is low Metric: total respondents are 4. replies mostly reply average Undergraduate total respondents are 85 32 replied moderately high Graduate: total respondents are 49 from which 23 show high rank response. Interpret: From above analysis of result it is conclude Maria.

replies mostly reply average Undergraduate total respondents are 85 36 replied moderately high Graduate: total respondents are 49 from which 20 show moderately high rank response. 3 ranked very high Inter: respondents are 11. Interpret: From above analysis of result it is conclude Maria. b sophisticated look is moderately high 91 .Q15d: qualification * sophisticated Cross tabulation Count sophisticated moderately very high high average 4 moderately low 0 0 1 0 0 1 metric 3 0 0 1 0 4 inter 3 2 4 2 0 11 undergraduate 18 36 25 5 1 85 graduate 6 20 19 4 0 49 30 58 49 12 1 150 qualification primary Total Total Note: Responds results on the basis of personality scale sophisticated following are the results of different qualification Primary: respondent response is average Metric: total respondents are 4.

3 ranked average Inter: respondents are 11.Q15e: qualification * taught Cross tabulation Count taught moderately very high high average 4 moderately low 0 0 1 0 0 1 metric 0 1 3 0 0 4 inter 1 2 5 3 0 11 undergraduate 14 24 36 10 1 85 graduate 4 18 20 7 0 49 19 45 65 20 1 150 qualification primary Total Total Note: Responds results on the basis of personality scale taught following are the results of different qualification Primary: respondent response is average Metric: total respondents are 4. replies mostly reply average Undergraduate total respondents are 85 36 replied average Graduate: total respondents are 49 from which 20 show average rank response. b taught look is average 92 . Interpret: From above analysis of result it is conclude Maria.

Interpret: From above analysis ms brand by family or friends.Q16: qualification * where you know maria. family Graduate: total respondents are 49 from 12 replied tv ad. response is friends Inter: respondents are 11. replies mostly reply family.b T.Ad ds web sites ne Shows Exhibitio ns 1 0 0 0 0 0 0 0 1 2 0 1 0 0 0 0 1 4 2 5 1 0 0 2 1 0 11 undergrad 12 uate 15 15 1 21 7 10 4 85 graduate 6 13 12 2 4 4 7 1 49 33 29 3 25 13 18 6 150 qualificat primary ion metric inter Total Total 23 Note: Responds results on the basis of where you know Maria.b Cross tabulation Count where you know maria.V. and in most people are recommended that 15-20 age have internet website coverage 93 . Undergraduate total respondents are 85 TV ads internet website. 13 as family. Billboar internet Magazi Fashion Friends family T.b brand following are the results of different qualification Primary: respondent response is friend Metric: total respondents are 4.

000 19 0 19 70.000-70. 15 as yes 50.000 66 1 67 147 3 150 Total Note: Responds results on the basis of are you familiar with Maria. Interpret: From above result it shows that all the respondents are familiar with the brand due to their presence in media.00070.B Cross tabulation Count familiar with MARIA.00050.B yes no Total income 30.000: all response yes Above 100. from which 66 response yes. all says yes 70.000 15 2 17 50.000: total respondents are 67.INCOME: Q1: income * familiar with MARIA.000: Total respondents are 19. b is the results of different income group 30.000 47 0 47 above 100.000-90.000: Total respondents are 17 .00090.000-50. 94 .

000: total respondents are 67.000-70.000: Total respondents are 17.000 2 3 12 17 50.b Above 100.000-50.000: Total respondents are 19.000-90. from which 31 prefer khaadi as a brand and 20 as Maria.Q2: income * brand prefer the most Cross tabulation Count brand prefer the most maria b HSY khaadi Total income 30.000-50.000 14 4 29 47 above 100. b lacks these days in trend changing environment 95 .000 6 3 10 19 70.000: total respondents are 47 from which 31 prefer khaadi and 14 prefer maria. 12 prefer khaadi 50.000 20 16 31 67 42 26 82 150 Total Note: Responds results on the basis of are you brand prefers the most are the results of different income group 30.000-90. 10 prefer khaadi 70.000-70. b and 16 as hsy Interpret: From above result it shows that greater number of respondents are preferring khaadi as a brand the number is really huge because there are having a good strategy and give excitement to customer which Maria.

000-70. 14 rank quality as moderately high 50.000: Total respondents are 19.000: total respondents are 47 from which 21 rank as average 16 as moderately high Above 100.000 2 9 6 2 0 19 70.00050.000 9 32 21 3 2 67 19 71 50 6 4 150 Total Note: Responds results on the basis of are you quality of material are the results of different income group 30. b as a competing brand 96 .00090.000-50. from which 32 as moderately high qualities 21 as average. 9 rank as moderately high quality 70.000 1 14 2 0 0 17 50. Interpret: From above result it shows that greater number of respondent’s response about quality is moderately high.000 7 16 21 1 2 47 above 100.000: total respondents are 67.000-90.000: Total respondents are 17. They think Maria.Q3A: income * quality of material Cross tabulation Count quality of material very high moderately high average Total moderately low low income 30.00070.

00090.00050.000 7 39 19 1 1 67 18 77 47 6 2 150 Total Note: Responds results on the basis of are you quality of stitching are the results of different income group 30.000-90.000-70.00070. from which 39 as moderately high qualities 19 as average. 7 rank as moderately high quality of stitching and 8 as average 70. 12 rank quality as moderately high 50.000 3 7 8 1 0 19 70.000: total respondents are 67.000: Total respondents are 19.000: Total respondents are 17.000 2 12 3 0 0 17 50. b as a competing brand 97 .000: total respondents are 47 from which 17 rank as average 19 as moderately high Above 100.000 6 19 17 4 1 47 above 100. They think Maria.Q3b: income * quality of stitching Cross tabulation Count quality of stitching very high moderately high average Total moderately low low income 30. Interpret: From above result it shows that greater number of respondent’s response about quality of stitching is moderately high.000-50.

from which 21 as moderately high qualities 26 as average. 11 rank quality of fabric as moderately high 50.000: Total respondents are 19.000 3 11 3 0 0 17 50. b as a competing brand 98 .000: total respondents are 47 from which 17 rank as average 16 as moderately high Above 100. 11 rank as moderately high quality of stitching and 4 as average 70.000: total respondents are 67.000 14 21 26 5 1 67 29 59 50 10 2 150 Note: Responds results on the basis of are you quality of fabric are the results of different income group 30. Interpret: From above result it shows that greater number of respondent’s response about quality of fabric is moderately high.000 9 16 17 4 1 47 above 100. They think Maria.000-70.00090.000: Total respondents are 17.Q3c: income * quality of fabric Cross tabulation Count quality of fabric very high In: come Total moderately high average Total moderately low low 30.00050.00070.000-90.000 3 11 4 1 0 19 70.000-50.

000: total respondents are 47 from which 17 rank as average 13 as moderately high.000-70.Q3d: income * quality of color/print Cross tabulation Count quality of color/print v. 6 rank as average and 5 as moderately high 50.000-90.00070. from which 22 as moderately high qualities 27 as average.000-50. Interpret: From above result it shows that greater number of respondent’s response about quality of prints and colors are average 99 .000 6 4 6 1 0 17 50.00090.000: Total respondents are 17.000: Total respondents are 19. 6 rank quality of prints as very high.000 13 13 17 4 0 47 above 100.00050. high moderately high average Total moderately low low income 30. 6 rank quality of prints as very high.000 6 6 6 1 0 19 70.000 12 22 27 5 1 67 37 45 56 11 1 150 Total Note: Responds results on the basis of are you quality of prints/colors are the results of different income group 30.000: total respondents are 67. 13 as very high Above 100. 6 rank as average and 6 as moderately high 70.

4 rank as average and 6 as moderately high 70.Q3e: income * price Cross tabulation Count price very high moderately high Total average moderately low low income 30.000 22 27 17 0 1 67 45 63 39 2 1 150 Total Note: Responds results on the basis of are you prices are the results of different income group 30. 10 as very high Above 100.000-50.000: total respondents are 67.00050.000 8 6 4 1 0 19 70.000-70.000: Total respondents are 19. They need to decrease the prices.00070.000 10 24 12 1 0 47 above 100. from which 27 as moderately high qualities Interpret: From above result it shows that greater number of respondent’s response about price is high. 8 rank price as very high.000 5 6 6 0 0 17 50. 100 .000-90.000: total respondents are 47 from which 12 rank as average 24 as moderately high.00090. 5 rank prices as very high. 6 rank as average and 6 as moderately high 50.000: Total respondents are 17.

Q3f:
income * continence Cross tabulation
Count
continence
very
high

moderately
high

average

Total
moderately
low

low

income 30,00050,000

1

9

6

1

0

17

50,00070,000

1

6

9

3

0

19

70,00090,000

5

17

17

6

2

47

above
100,000

7

28

24

6

2

67

14

60

56

16

4

150

Total

Note: Responds results on the basis of are you convenience the results of different income group
30,000-50,000: Total respondents are 17, 9 ranks convince as moderately high
50,000-70,000: Total respondents are 19, 9 rank as average and 6 as moderately high
70,000-90,000: total respondents are 47 from which 17 rank as average 17 as moderately high
Above 100,000: total respondents are 67, from which 28 as moderately high qualities, 24 as
average
Interpret: From above result it shows that greater number of respondent’s response about
convenience is moderately high. They need to decrease the prices.

101

Q4:
income * how frequently you visit Cross tabulation
Count
how frequently you visit
At least once
every two
weeks

once in a
month

Once every 3
months

Total

1-3 times
each year

rarely or
never

income 30,00050,000

1

6

3

2

5

17

50,00070,000

2

4

2

3

8

19

70,00090,000

1

10

7

8

21

47

above
100,000

3

17

16

19

12

67

7

37

28

32

46

150

Total

Note: Responds results on the basis of are you frequently you visit maria. b the results of
different income group
30,000-50,000: Total respondents are 17, 6 once in a month and 5 responses rarely or never.
50,000-70,000: Total respondents are 19, 8 response rarely or never
70,000-90,000: total respondents are 47 from which 21 response rarely or never
Above 100,000: total respondents are 67, from which 19 1-3 times a year and 17 as once in a
month
Interpret: From above result it shows that greater number of respondent’s response them rarely
or never visit maria. b other category of compare less majority said they visit once in a month I
think the respondents are loyal customer

102

Q5:
income * frequently you shop Cross tabulation
Count
frequently you shop
At least once
every two
weeks

once in a
month

Once every 3
months

Total
1-3 times
each year

rarely or
never

income 30,00050,000

1

6

3

2

5

17

50,00070,000

2

2

4

3

8

19

70,00090,000

0

12

6

8

21

47

above
100,000

1

21

14

12

19

67

4

41

27

25

53

150

Total

Note: Responds results on the basis of are you frequently you shop Maria. b the results of
different income group
30,000-50,000: Total respondents are 17, 6 once in a month and 5 responses rarely or never.
50,000-70,000: Total respondents are 19, 8 response rarely or never
70,000-90,000: total respondents are 47 from which 21 response rarely or never
Above 100,000: total respondents are 67, from which 19 rarely or never and 21 as once in a
month
Interpret: From above result it shows that greater number of respondent’s response them rarely
or never shop Maria. b other category of compare less majority said they visit once in a month I
think the respondents are loyal customer

103

00090.000 8 11 19 70.Q6: income * satisfy with price Cross tabulation Count satisfy with price yes no Total income 30.000-90.000 32 35 67 62 88 150 Total Note: Responds results on the basis of are you satisfy with price are the results of different income group 30.000 16 31 47 above 100.000: total respondents are 67.000: Total respondents are 17. 11 as no 50.00050.000-70.000: Total respondents are 19.000: 31 respondents says no Above 100. from which 32 response yes and 35 as no. Interpret: From above result it shows that customer is not satisfy with their prices they have to come up with different pricing strategy 104 .00070. all says no 70.000-50.000 6 11 17 50.

000 31 16 47 above 100.Q7: Total yes no income 30. 12 as yes 50.000-90. 12 as yes 70.000: Total respondents are 19.000: total respondents are 67.000-90.000-50. from which 42 response yes and 35 as yes.000-70.000: Total respondents are 17.000 42 25 67 97 52 150 Total Note: Responds results on the basis of are you satisfy with quality are the results of different income group 30.000 12 4 17 50. Interpret: From above result it shows that customer is satisfy with their quality 105 .000-50.000: 31 respondents says yes Above 100.000-70.000 12 8 19 70.

000 2 14 21 23 7 67 6 22 58 38 26 150 Total Note: Responds results on the basis of are you communicate about their offering the results of different income group 30.000: total respondents are 47 from which 24 rank as neutral 9 as agree Above 100.00090.Q8: income * communicate about their offering Cross tabulation Count communicate about their offering strongly disagree disagree neutral Total strongly agree agree income 30. 7 rank neutral 4 as strongly agree 50.000-90. 8 strongly agree and 6 as neutral 70.000 3 4 24 9 7 47 above 100. b communicates about their offering as neutral.000 0 3 7 3 4 17 50.00050. 106 .000-70. from which 23 rank as agree 21 as neutral Interpret: From above result it shows that greater number of respondent’s maria.00070.000-50.000: Total respondents are 17.000 1 1 6 3 8 19 70.000: total respondents are 67.000: Total respondents are 19.

000 0 7 15 19 6 47 above 100. 5 agree and 7 as neutral 70.000 4 9 23 23 8 67 5 18 54 50 23 150 Total Note: Responds results on the basis of are you deliver exactly what they promise results of different income group 30.Q9: income * deliver exactly what promise Cross tabulation Count deliver exactly what promise strongly disagree disagree neutral Total strongly agree agree income 30.00050.00090.000: Total respondents are 19.000 1 2 7 5 4 19 70.000: Total respondents are 17.000-90. b delivers which promise is neutral because people did think that there is any promising factor in maria.000-50.000: total respondents are 67.000-70. from which 23 rank as agree 23 as neutral Interpret: From above result it shows that greater number of respondent’s maria.000: total respondents are 47 from which 15 rank as neutral 19 as agree Above 100. b brand 107 .00070.000 0 0 9 3 5 17 50. 9 rank neutral 5 as strongly agree 50.

00090. 7 rank neutral 5 as agree 50.000: Total respondents are 17.000: total respondents are 67.000-90.000: Total respondents are 19. 6 as agree 70.00050.000-70.000 0 1 7 5 4 17 50.000: total respondents are 47 from which 16 rank as neutral 20 as agree Above 100.000 0 2 5 6 6 19 70.00070.000-50.000 1 11 22 26 7 67 2 19 50 57 22 150 Total Note: Responds results on the basis of are you positive relation with community results of different income group 30.Q10: income * positive relation with community Cross tabulation Count positive relation with community strongly disagree disagree neutral Total strongly agree agree income 30.000 1 5 16 20 5 47 above 100. from which 26 rank as agree 22 as neutral Interpret: From above result it shows that greater number of respondent’s agree to that they have a positive relation with community 108 . 6 as strongly agree and 5 as neutral.

6 as agree and 5 as neutral.000: Total respondents are 17.00050.000-90.000: total respondents are 47 from which 13 disagree 16 as agree.000 2 13 12 16 4 47 above 100. from which 31 rank as neutral. 14 as disagree Interpret: From above result it shows that greater number of respondent’s neutral to advertisement is generally informative 109 .000 1 2 5 6 5 19 70. 5 as strongly agree 70.00090.Q11: income * advertisement is generally informative Cross tabulation Count advertisement is generally informative strongly disagree disagree neutral Total strongly agree agree income 30. 6 rank neutral 8 as agree 50.000-70.000 1 1 6 8 1 17 50.00070.000: Total respondents are 19.000: total respondents are 67. 12 neutral Above 100.000 1 14 31 13 8 67 5 30 54 43 18 150 Total Note: Responds results on the basis of are you advertisement is informative results of different income group 30.000-50.

00090. 6 as neutral. from which 17 rank as neutral.000-70.Q12: income * the advertisement is reliable source of information Cross tabulation Count the advertisement is reliable source of information strongly disagree disagree neutral Total strongly agree agree income 30. 26 as agree Interpret: From above result it shows that greater number of respondent’s agreeing that advertisement is a reliable source of information.000: Total respondents are 17.000-50.000-90. 6 rank neutral 6 as agree 50.000 2 1 6 4 6 19 70. 6 as strongly agree 70.000: total respondents are 67.000: total respondents are 47 from which 19 as agree. 16 as neutral Above 100.000 4 3 16 19 5 47 above 100.000 2 0 6 6 3 17 50.000: Total respondents are 19.000 1 15 17 26 8 67 9 19 45 55 22 150 Total Note: Responds results on the basis of are you advertisement is reliable source of information results of different income group 30.00070. 110 .00050.

111 .000: Total respondents are 17.Q13: income * quality is different from others brands Cross tabulation Count quality is different from others brands strongly disagree disagree neutral Total strongly agree agree income 30.000-70.000 2 15 20 21 9 67 9 24 49 50 18 150 Total Note: Responds results on the basis of are you quality is different from other brands results of different income group 30.00070. 4 as neutral. 5rank neutral 7 as agree 50.000-90.000: total respondents are 47 from which 14 as agree.000: total respondents are 67.00090.000-50. 20 as neutral Above 100.000 4 7 20 14 2 47 above 100. 21 as agree Interpret: From above result it shows that greater number of respondent does agree that quality has a minor difference but most of the people also response at neutral they don’t think that quality is different.000 0 2 5 7 3 17 50.000 3 0 4 8 4 19 70. and 8 as agree 70.00050. from which 20 rank as neutral.000: Total respondents are 19.

b lawn results of different income group 30.000: total respondents are 27 replied as moderate and 11 as strong Above 100. 10 replied as moderate 70.000 5 10 3 1 19 70.000: total respondents are 67. 11 replied as moderate 50.000-50.00050. b brand awareness is moderate 112 .00090.000: Total respondents are 19. from 42 respondents rank as moderate Interpret: From above result it shows that greater number of respondent that maria.00070.000 17 42 7 0 67 37 90 17 5 150 Total Note: Responds results on the basis of are you brand awareness of Maria.000: Total respondents are 17.000-90.000 11 27 5 4 47 above 100.Q14a: income * brand awareness about maria b lawn Cross tabulation Count brand awareness about maria b lawn strongly moderately weak Total not applicable income 30.000 4 11 2 1 17 50.000-70.

000 13 25 7 2 47 above 100.000-70.Q14b: income * maria b embroidery Cross tabulation Count maria b embroidery strongly moderately Total not applicable weak income 30.000: Total respondents are 19. 11 replied as moderate 50.00090. 14 replied as moderate 70. b brand awareness of maria.00070.000: Total respondents are 17.00050.000: total respondents are 25 replied as moderate and 13 as strong Above 100.000 4 14 1 0 19 70. from 32 respondents rank as moderate Interpret: From above result it shows that greater number of respondent that maria.000: total respondents are 67. b embroidery is moderate 113 .000 21 32 11 3 67 42 82 20 6 150 Total Note: Responds results on the basis of are you brand awareness of embroidery results of different income group 30.000 4 11 1 1 17 50.000-50.000-90.

000-50. b brand awareness bridal is moderate 114 .000 7 3 9 0 19 70. from 21 respondents rank as moderate Interpret: From above result it shows that greater number of respondent that maria.000: total respondents are 20 replied as moderate and 12 as weak Above 100.000 8 20 12 7 47 above 100.000 17 21 17 11 67 37 52 40 20 150 Total Note: Responds results on the basis of are you brand awareness of bridal wear results of different income group 30.Q14c: income * bridal wear Cross tabulation Count bridal wear strongly moderately weak Total not applicable income 30.000-90.00070.00090.00050. 8 replied as moderate 50.000: Total respondents are 17.000-70.000 5 8 2 2 17 50. 9 replied as weak 70.000: total respondents are 67.000: Total respondents are 19.

000-70. 9 replied as moderate 70.000 2 10 4 1 17 50.000 11 16 14 6 47 above 100.000-90.00090. b brand awareness cotton clothes is moderate 115 .000 5 9 3 2 19 70.000: total respondents are 67.000: total respondents are 16 replied as moderate and 14 as weak Above 100. 10 replied as moderate 50.00070.000 9 33 22 3 67 27 68 43 12 150 Total Note: Responds results on the basis of are you brand awareness of cotton clothing results of different income group 30.000: Total respondents are 17.000: Total respondents are 19. from 33 respondents rank as moderate Interpret: From above result it shows that greater number of respondent that Maria.000-50.Q14d: income * cotton clothing Cross tabulation Count cotton clothing strongly moderately Total not applicable weak income 30.00050.

000 6 19 12 10 47 above 100.000: total respondents are 67. 9 replied as moderate 70.00090.000: Total respondents are 17.000 12 22 24 9 67 21 64 42 20 150 Total Note: Responds results on the basis of are you brand awareness of pashmina clothing results of different income group 30.000 2 9 5 3 19 70. from 33 respondents rank as moderate Interpret: From above result it shows that greater number of respondent that Maria.00050.000-50.00070.000 1 14 1 1 17 50. 14 replied as moderate 50.000-70. b brand awareness pashmina is moderate 116 .000-90.000: total respondents are 19 replied as moderate and 12 as weak Above 100.000: Total respondents are 19.Q14e: income * linen and pashmina Cross tabulation Count linen and pashmina strongly moderately weak Total not applicable income 30.

00070.000: total respondents are 18 replied as moderate high and 15 as average Above 100.000: Total respondents are 17. b brand sincerity is moderately high 117 .000-70. 9 replied as moderately high 50.00090.000: Total respondents are 19. 9 replied as moderate high 70.000-90. from 29 respondents rank as moderately high Interpret: From above result it shows that greater number of respondent that Maria.000 4 9 4 1 1 19 70.000 5 9 3 0 0 17 50.Q15a: income * personality scale sincerity Cross tabulation Count personality scale sincerity very high moderately high average Total moderately low low income 30.000: total respondents are 67.000 15 29 22 1 0 67 35 65 44 5 1 150 Total Note: Responds results on the basis of are you brand scale sincerity results of different income group 30.00050.000-50.000 11 18 15 3 0 47 above 100.

Q15b: income * excitement Cross tabulation Count excitement very high moderately high average Total moderately low low income 30. 7 replied as moderately high.000: total respondents are 67.00090.000-90. from 28 respondents rank as average Interpret: From above result it shows that greater number of respondent that Maria.00070. 7 replied as average 70.000: total respondents are 12 replied as moderate high and 21 as average Above 100. b brand excitement is average they don’t have any Wahoo factor to make customer excited 118 .000 2 7 8 0 0 17 50.000 5 6 7 0 1 19 70.000: Total respondents are 19. 8 replied average 50.000-50.000-70.000: Total respondents are 17.000 13 19 28 7 0 67 28 44 64 13 1 150 Total Note: Responds results on the basis of are you brand scale excitement results of different income group 30.00050.000 8 12 21 6 0 47 above 100.

7 replied average 50.000: total respondents are 14 replied as moderate high and 18 as average Above 100.00090. 7 replied as average.000: total respondents are 67. b brand competence is moderately high 119 .000: Total respondents are 17.000: Total respondents are 19.000-70. 9 moderately high 70.000-50.00070. 6 replied as moderately high.00050.000-90.000 4 6 7 0 0 17 50.000 2 9 7 0 1 19 70. from 30 respondents rank as moderately high Interpret: From above result it shows that greater number of respondent that Maria.000 14 30 15 8 0 67 29 59 47 14 1 150 Total Note: Responds results on the basis of are you brand scale competence results of different income group 30.Q15c: income * competence Cross tabulation Count competence very high moderately high average Total moderately low low income 30.000 9 14 18 6 0 47 above 100.

8 moderately high 70.00070.00090.000 15 28 20 4 0 67 30 58 49 12 1 150 Total Note: Responds results on the basis of are you brand scale sophisticated results of different income group 30.000: Total respondents are 17.00050.000 3 9 4 1 0 17 50.000-70.000-50. 6 replied as average.000: Total respondents are 19.000 4 8 6 0 1 19 70. 9 replied as moderately high. from 28 respondents rank as moderately high Interpret: From above result it shows that greater number of respondent that Maria.000-90. 4 replied average 50.000: total respondents are 13 replied as moderate high and 19 as average Above 100.000 8 13 19 7 0 47 above 100.Q15d: income * sophisticated Cross tabulation Count sophisticated very high moderately high average Total moderately low low income 30.000: total respondents are 67. b brand sophisticated is moderately high 120 .

000-50.000 2 7 7 1 0 17 50.000 7 12 18 10 0 47 above 100.00090. 11 replied as average. b brand taught is average ranked 121 .000 9 20 29 9 0 67 19 45 65 20 1 150 Total Note: Responds results on the basis of are you brand scale taught results of different income group 30.000: total respondents are 12 replied as moderate high and 18 as average Above 100.000-90.000: Total respondents are 19.Q15e: income * taught Cross tabulation Count taught very high moderately high Total average moderately low Low income 30. from 29 respondents rank as average Interpret: From above result it shows that greater number of respondent that Maria. 6 moderately high 70.000: Total respondents are 17.000 1 6 11 0 1 19 70.000-70.000: total respondents are 67.00050. 7 replied as moderately high.00070. 7 replied average 50.

A Billboard t web Magazin n Exhibition s y d s sites e Shows s 30. and fashion show 10 Interpret: From above result it shows that greater number of respondent that Maria.b Cross tabulation Count Tota l where you know maria. 7 internet website.b T. 11 friends. tv ad.000: Total respondents are 17. family and friends Above 100.000-70. internet websites.V.000 8 9 7 2 7 8 4 2 47 above 100. 6 replied tv ad.000: Total respondents are 19. and tv ad 122 . 17 family. friends.000: total respondents are 67.00 0 11 17 12 0 9 4 10 4 67 23 33 29 3 25 13 18 6 150 Total Note: Responds results on the basis of are you where you know Maria. interne Fashio Friend famil T. b brand replied of different income group 30. b brand knows about this brand from family. 6 replied internet website. 4 family 50.000 2 4 6 0 3 1 1 0 17 50.000 70.000 2 3 4 1 6 0 3 0 19 70. tv ad.Q16: income * where you know maria.000 90.000 incom e 50. family and friends 70.000-50.000: total respondents are 8 replied magazines.000-90. 7 tv ad.

VARIABLES COMBINE CROSS TAB: QUALITY age * quality Cross tabulation Count quality 1 1 2 2 2 2 2 2 3 Total 3 3 3 3 4 4 5 age 1520 1 1 1 4 2 10 4 1 5 1 8 5 1 0 0 0 44 2125 1 4 2 8 8 10 3 9 10 2 3 7 3 1 1 1 73 2630 0 1 0 0 0 1 2 1 3 1 2 1 1 0 0 0 13 3135 0 0 0 0 0 1 1 1 0 1 1 3 0 0 0 0 8 3640 0 1 0 2 0 4 2 1 0 1 0 0 0 1 0 0 12 2 7 3 14 10 26 12 13 18 6 14 16 5 2 1 1 150 Total 123 .

000 0 1 0 1 3 4 3 2 0 0 2 2 0 0 1 0 19 70.000 2 1 1 6 4 13 5 8 8 3 5 8 2 0 0 1 67 2 7 3 14 10 26 12 13 18 6 14 16 5 2 1 1 150 Total 124 .000 0 1 0 2 1 5 1 2 4 1 0 0 0 0 0 0 17 50.qualification * quality Cross tabulation Count quality Total 1 1 2 2 2 2 2 2 3 3 3 3 3 4 4 5 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 1 metric 0 0 0 0 1 2 0 1 0 0 0 0 0 0 0 0 4 inter 0 0 0 0 0 2 1 0 1 1 3 1 2 0 0 0 11 undergraduate 2 4 3 9 5 16 6 8 10 2 7 9 2 1 0 1 85 graduate 0 3 0 5 4 5 4 4 6 1 0 1 0 49 2 7 3 14 10 26 12 13 18 6 14 16 5 2 1 1 150 qualification primary Total 6 7 3 income * quality Cross tabulation Count quality 1 1 2 2 2 2 2 2 3 Total 3 3 3 3 4 4 5 30.000income 50.000 0 4 2 5 2 4 3 1 6 2 7 6 3 2 0 0 47 above 100.00070.00090.

60 1.60 2.60 3.00 1.80 3.00 3.00 2.00 age 15-20 0 0 0 4 10 9 1 5 5 4 0 2 2 0 0 2 44 21-25 3 2 8 8 6 17 2 13 6 2 3 2 0 1 0 0 73 26-30 0 0 1 1 0 2 2 2 4 0 0 0 1 0 0 0 13 31-35 0 0 1 0 0 1 0 2 1 3 0 0 0 0 0 0 8 36-40 0 0 2 2 2 1 1 0 1 0 0 2 0 0 1 0 12 2 12 15 18 30 6 22 17 9 3 6 3 1 1 2 150 Total 3 qualification * brand awareness Cross tabulation Count brand awareness 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 1 metric 0 0 0 0 2 0 0 1 0 1 0 0 0 0 0 0 4 inter 0 0 0 0 2 4 2 0 1 1 0 1 0 0 0 0 11 undergraduate 3 1 5 12 9 17 2 13 9 3 2 5 1 1 0 2 85 graduate 0 1 7 5 7 4 1 0 2 0 0 0 49 3 2 12 15 18 30 6 22 17 9 3 6 3 1 1 2 150 qualification primary Total 125 Total 3 9 2 8 .40 3.40 1.80 2.20 2.40 2.VARIABLES COMBINE CROSS TAB: BRAND AWARENESS: age * BA Cross tabulation Count BA Total 1.20 1.20 3.80 4.

income * brand awareness Cross tabulation Count brand awareness 1 1 1 2 2 2 2 2 3 3 Total 3 3 3 4 4 4 30.000 0 2 4 4 5 8 3 4 8 2 2 2 0 0 1 2 47 above 100.000income 50.00090.000 1 0 2 4 1 2 0 2 4 2 0 0 1 0 0 0 19 70.000 2 0 5 6 8 13 3 14 4 5 1 3 2 1 0 0 67 3 2 12 15 18 30 6 22 17 9 3 6 3 1 1 2 150 Total 126 .00070.000 0 0 1 1 4 7 0 2 1 0 0 1 0 0 0 0 17 50.

VARIABLES COMBINE CROSS TAB: BRAND PERSONALITY SCALE : age * brand personality scale Cross tabulation Count brand personality scale 1 1 1 2 2 2 2 2 3 3 3 Total 3 3 4 4 4 5 age 1520 1 0 5 4 2 2 8 5 3 5 4 1 1 0 0 3 0 44 2125 3 3 5 6 7 11 4 7 7 6 7 1 2 1 2 0 1 73 2630 0 0 0 0 0 4 3 2 0 0 4 0 0 0 0 0 0 13 3135 0 0 0 0 0 1 1 0 0 0 2 0 0 3 1 0 0 8 3640 0 2 1 0 1 1 2 3 0 0 1 1 0 0 0 0 0 12 4 5 11 10 10 19 18 17 10 11 18 3 3 4 3 3 1 150 Total 127 .

000 3 1 5 7 3 9 7 10 4 3 7 1 3 2 2 0 0 67 4 5 11 10 10 19 18 17 10 11 18 3 3 4 3 3 1 150 Total 128 .000 0 1 2 0 1 5 2 1 1 1 3 1 0 0 0 0 1 19 70.00070.000 1 3 1 2 3 5 8 4 2 4 7 1 0 2 1 3 0 47 above 100.000income 50.00090.qualification * brand personality scale Cross tabulation Count brand personality scale Total 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 5 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 1 metric 0 0 0 0 0 1 2 0 0 0 0 0 1 0 0 0 0 4 inter 1 0 0 1 0 1 1 1 1 1 3 0 0 0 0 1 0 11 undergraduate 2 5 11 6 4 7 9 13 5 7 8 1 2 1 1 2 1 85 graduate 3 6 10 6 4 3 7 1 0 3 2 0 0 49 4 5 11 10 10 19 18 17 10 11 18 3 3 4 3 3 1 150 qualification primary 1 0 Total 0 3 income * brand personality scale Cross tabulation Count brand personality scale 1 1 1 2 2 2 2 2 3 3 3 Total 3 3 4 4 4 5 30.000 0 0 3 1 3 0 1 2 3 3 1 0 0 0 0 0 0 17 50.

China as well as the local market. As it’s a name of a person so it is easy to recognize by the customers POP’S: Product categories POD’S: Wide Product Range targeting almost every segment High price with a promise of high quality Maria b has giving a traditional Kashmiri culture style with new line of modification continuously and maintaining the brand image from their competitors 129 . 2: Increase collaboration. 1: Target niche markets in the country that is not being targeted by competitors. cohesion and idea sharing between local designers. 2: Advertise on brand quality and corporate social responsibility to increase customer loyalty. 1: Work on making a written vision and mission statement and project it to make the MARIA B. identity.ANALYSIS: Overall an image analysis of the brand by identifying the strengths and weaknesses of the brand: OPPORTUNTITIES 1: Expand into emerging economies 2: Enter new product markets 3: Acquire more companies 4: Expand stand-alone stores THREATS 1: Competitors 2: New entrants 3: Economic recession 4: Political situation 5: International economies and trade restrictions 6: Emergence of entrants STRENGTHS 1: wide product line 2: strong brand recognition 3: centralized management 3: own team of designers 4: unique designs WEAKNESS 1: No mission statement 2: No written vision statement 3: Lack of brand idea sharing 4: Weak advertisement efforts 1: Expand to the northern areas of the country 2: Increase online selling to foreign countries 1: Increase print advertisement and e-marketing to attract markets like India.

B products are moderate as per the customer analysis. Are the customer responds ? No consumer responds are different than the management hopes greater number of customer response that they rarely or never shop or 1-3 times a year. and on other side the loyal customer shop every 3 month but the percentage of non-loyal or rare or never come is higher. Breath: From the breath the brand awareness is high people prefer branded clothing from the regular traditional non branded clothing. This is defined by the customer that they prefer competitor brand more than Maria. The price of the brand products is high and they are giving high quality. B. Customer is satisfied with quality but want the prices to be moderate. created the sophisticated look. Favorable: The favorable brand element is one which gives value to the product quality and vast varieties of product range are the brand favorable factors Uniqueness: Brand uniqueness of Maria. the brand association is through name as her own and the color. How planning and execution of marketing program supported or strengthening of desired associations? Yes by customer analysis the marketing planning and execution of brand is to give customer high quality in high price. sophisticated look.Which pop and pods are strong? Strong pop means that the point which is continuously maintained and it becomes your symbol of differentiation from other or accurate from the brand. b The accrue a traditional styles. 130 . QUESTIONNAIRE ANALYSIS: How has brand management been conducted to create to desire Pop’s pod’s? Are the brand elements consistent? From the analysis we compute the brand awareness of Maria. Depth: depth of the brand is also high the customer recognizes the brand with their name and logo easily. they have a consistent strategy about pricing and quality. Does brand have desired brand awareness? Recognition: brand reorganization is very high Brand recall: brand recall is moderate. Success: the success of the brand is the loyal customer that shop frequently from the brand.

g. Do customer have clear image about the brand? What are the association prevalent the customer? The customer has a clear image about the brand but they don’t recognize as a favorable. B Favorable: the product range is not favorable and prices are also high e. they have a strong image but not uniqueness as a brand that made the brand different from other. Which association is Strong: the image of brand made by Maria. There prices are also high then competitors. that customer prefer their brand more than their competitors. designs and cuts Established image in mind of customer: POP’S: Product categories POD’S: Wide Product Range targeting almost every segment High price with a promise of high quality Maria b has giving a traditional Kashmiri culture style with new line of modification continuously and maintaining the brand image from their competitors From the customer point of view. Customer thinks that there is no uniqueness that differentiates the brand from other brand. 131 .Failures: the brand advertisement is less as compare to their competitors. khaadi in analysis they have quality high as well the Uniqueness: style of weaving is different.

What is brand management gap? The main gap with customer and Maria. B as a well know brand. Secondly the prices are very high they need to less prices a little The excitement in brand is very low. Second is their prices are high the same quality is given by the competitor but with moderate price and variety is greater than Maria. B product. RECOMMENDATION:    The first they have to manage the marketing strategies of the brand the customer did not know the brand advertisement prospective. 132 . image is good for loyal customer. no uniqueness of brand is associate with them which would differentiate them from the other brands and also compentaite them with price Brand equity: Resonance: relation between the brand and the customer is low Judgment and feeling: the feeling is moderate not excitement about Maria. B. they response the brand advertisement as average. Performance and image: the performance of the brand moderate and image is good in loyal customer prospective Salience: Maria. B brand is that their advertisement strategy is not up to the mark there is gap between the brand and the customer interaction.