EXECUTIVE SUMMARY

The following report is a research-based project given to assess consumer behavior with regards
to retail clothing brands in Pakistan. 14 respondents who varied in Age, SEC, occupation and
geographical location were chosen and in-depth interviews were taken to assess how these
consumers go about their retail brand buying. The in-depth interviews were divided into four
separate groups which dealt with the consumer’s exposure, perception, buying behavior, and post
purchase behavior.
The following report contains results of the research conducted and in-depth analysis of the
findings of the research.
INTRODUCTION

The textile sector of Pakistan is its largest manufacturing industry, contributing 8.5% to the total
GDP. There are a total of 464 mills in Pakistan. Pakistani clothes express the culture and
demographics of Pakistan. Cultures from the Punjab, Sindh, Balochistan, Khyber Pakhtunkhwa,
and Kashmir. The distinctive style of these clothes reflects upon their way of living and gives
them a unique identity among all others.
The modern development of the textile sector started in 1953, with the inauguration of the Valika
Textile mills in Karachi. In the 1970’s came another success, which was the arrival of Pakistan’s
biggest fashion brand ever, “Tee Jays”, which was a result of Maheen Khan’s hard-work.
Throughout the 80’s the brand had more than two dozen commercial successes, for doing
wardrobe for actresses of famous drama serials. The first fashion cover of Pakistan was
published in 1987. In 1989, Pakistan’s very first organized Fashion Show was witnessed, and
Karachi emerged as the fashion capital of Pakistan.
Pakistani clothing style and designs have only revolved around the traditional dress, shalwar
kameez with dupatta for women, this concept remains the same but with some variations added
in their traditional dress as per different provinces. On the other hand, western wear is still
confined to the fashion elite or worn occasionally by teenagers or college/university going
women in big cities.
Events like Lux Style Awards, Hum Awards started in the 2000. Whereas fashion weeks
(Lahore Fashion Week, Karachi Fashion week and Miss Pakistan World) rolled in 2008. Today
Pakistan has its own Fashion media, channels like Style360 and Fashion Central.
Gul-Ahmed being the oldest and pioneer women fashion brand in Pakistan is operating since
1953. Maria B (1999) a renowned fashion designer of Pakistan has also represented her clothes
in Paris, Italy (Milan) and other countries. Khadi was established in 1998 and is one on the best
fashion brands in Pakistan and known for being a pioneer of hand-woven techniques.
The fashion industry in Pakistan is rapidly growing as so is the peoples demand for branded,
trendy, and fashionable clothes. Pakistani clothes are gaining popularity even on an international
level. Even as the brand’s popularity soar high their roots stay deeply rooted in Pakistan and its
culture.
RESEARCH QUESTIONNAIRE

Introduction
Introduce yourself to the participants.
Ask participants to introduce themselves, and in doing so explain their respective demographic
(Age, Income level, Occupation, Education, Gender).
Exposure to retail brands
1. How many retail clothing brands have you heard of? Try and name all that you remember.
2. Where do you learn about retail brands from?
Perception
3. Do you shop at different stores for different occasions and different uses?
4. If so, which brand do you prefer to buy for what occasion/use?
5. Is there any sort of emotional connection you feel with any retail brand, if so, what is it and
which brand?
Buying Behavior
6. Do you frequently shop from more than one retail store?
7. If you shop from mainly one retail brand, which factors do you think would encourage you to
switch to another (If any)?
8. Which retail clothing brands do you usually buy? Name the ones you shop from the most.
9. Would you call yourself an impulsive buyer of retail brands?
10. Which retail clothing brand, in your opinion, is the best and why?
11. Which factors do you think influence your decision to buy clothes from a particular retail
store the most?
12. Have you ever gone shopping intending to buy a particular brand but gone to another store
instead? If yes, then why?
13. How often do you shop at retail stores?
14. While shopping at a retail clothing store, do you use cash or alternative modes of payment
(credit/debit card)?
15. Do you prefer to buy retail clothing online or by going to a brick and mortar store?
Post-purchase
16. Have you ever had any product related bad experience after shopping from a retail brand? If
so, which brand and what was the experience?
17. Would you still buy from the brand after this experience? If so, why?