Consumer

Perception on
Freeland
Introduction:
Origin of the Report:
The main purpose of this report is to know how a current consumer or a potential
consumer acts towards a company as buyer conduct is one of the fundamental courses
for us. This report has been arranged as a portion of the fractional necessity of the
course “Consumer Behavior (MKT401) of Trade Organization Office to East West
University. Our honorable faculty Md. Farhan Faruqui told us to make this report as a
part of the course “Consumer Behavior”. He has given this task on “Freeland Clothing”.

The object of the study:

The main object of the studies is to collect the practical knowledge about how a
consumer thinks towards a brand and blend it with the theories from “Consumer
Behavior”. This will help us to know the perception from a consumer point of view

Scope of the study:

The zone of the study was based on Dhaka City. So, all the outcomes will be based on
Dhaka city. This report will be a survey-based report with collective information,
people’s choice, information calculation, and our recommendation and recognition.

Limitation of the study:

Like other reports, this report also has some shortcomings though we tried our best to
make this report as accurate as possible from our end. The main issues while preparing
the report are:
● Face to Face interaction with the consumers
● Time Deficiency
● Unable to reply to the survey

Methodology:
This report was mainly based on an online survey. Also, we collected important data
through websites. We focused on two sources to collect data. These are:
1. Primary Source
2. Secondary Source

Primary Source:
As a primary source, we arranged an online survey and questionnaire

Secondary Source:
As a secondary source, we collected data from websites and the internet.
Company Profile:
Address:
Located in: Bashundhara City Shopping Complex
Address: Block #D, Level #7, Dhaka 1215
Tuesday Closed
Wednesday 10AM–8PM
Thursday 10AM–8PM
(Jumu'atul-Wida) Hours might differ
Friday 10AM–8PM
(Jumu'atul-Wida) Hours might differ
Saturday 10AM–8PM
(Laylat al-Qadr) Hours might differ
Sunday 10AM–8PM
(Laylat al-Qadr) Hours might differ
Monday 10AM–8PM

Website: https://freeland.com.bd/
Facebook: https://www.facebook.com/Freelandlifestyle/

Types of clothes:
Panjabi - 1880 BDT
Casual Shirts- 1480 BDT
Formal Shirts- 2380 BDT
Shorts- 980 BDT
Jeans- 1980 BDT
Pants- 680 BDT
Polo- 1480 BDT
Tops- 1480 BDT
Dresses- 2980 BDT
Kurti- 1680 BDT
Shirts- 1980 BDT
Twill Pants- 1280 BDT
Gender:
According to the gender segmentation, there are basically two segments in the market and
these are male and female. So, we also divided the segment into two parts; Male & Female.
Both segments of people buy clothes. 85 people participated in our survey program and among
them 50 were male and 30 were female. The percentage of Male were 58.8% and Female was
41.20%

Gender Responses Percentage

Male 50 58.80%

Female 35 41.20%

Strategy:
● The survey shows that the male portion is higher than the female so we should target
this segment to earn more revenue and also, they should put more effort into this
segment to keep this constant. We all know when it’s about Men’s fashion the variation
of clothes is very poor. So, they have to focus on the production of a variety of clothes in
the men's section. They should make a rich and updated collection of Formal, Casual
and regular attire
● The survey shows us that the female portion is lower than the male portion. To attract
more female consumers, they can engage the most followed influencers to review their
products, they can focus on producing unique and trendy clothes. All these things will
create product awareness for them
● They can go for Social Media OVC and also static post frequently to reach the Maximum
Consumer.
● They can arrange special discounts for special events; Mother’s Day, Father’s Day,
Women’s day, etc.

Age:
Another factor to identify the consumer's behavior is age. The survey shows us that
among the 85 people there were 2 segments. We can see that 79 people were from the
 age group 18-25 and the percentage is 92.90% and 6 people were from the age group
25-35 and the percentage is 7.10%

Age Responses Percentage

18-25 79 92.90%

25-35 6 7.10%

Strategy:
● As we can see the percentage is higher in the 18-25 age group than the age group of
25-35 so we can clearly say that this is more Youth-centric and they can get the most
sales out of it.
● They can go for discounts for some special events; Valentine’s day, Pohela Falgun, etc
● For the age group of 25-35, they should go for more sophisticated design and occasion-
based discounts throughout the year.
● Regular posts about the upcoming new design products so that people will get to know
about the upcoming product and also the company can see the response of the
consumers.

Education:
There were 5 segments in this part. Among 85 responses 75 of them were undergraduate
students and the percentage is 88.20% and the lowest is from SSC/ O-level which is 0. From
Masters/ MBA the three were a total of 2 responses and the percentage is 2.40%, from
graduate there were 6 responses and the percentage is 7.10%, from HSC/ A-Level there were 2
responses and the percentage is 2.40%

Particulars Responses Percentage

MBA/ Masters 2 2.40%

Graduate 6 7.10%

Undergraduate 75 88.20%

HSC/ A- level 2 2.40%

SSC/ O-level 0 0
Strategy:
● Student discount whenever they show varsity ID Card
● Throughout the year 10% exciting discounts and special occasion discount up to 30%
● For regular use production of comfortable and high-quality fabric in a pocket friendly
price

Occupation:
The survey shows that the majority of the consumers are student and it about 91.80% and from
this section there were 78 responses, from service holder there were 7 response and the
percentage is 8.20%,

Particulars Responses Percentage

Student 78 91.80%

Service Holder 7 8.20%

Businessman 0 0%

Homemaker 0 0%

Strategy:
● As we can see most of the consumers are students there should be special
student discounts throughout the year on some particular products and also
seasonal and occasional offers.
● They should go for special discounts for service holders if people from this group
pay through card or any type of cashless payment

Income:
The graph shows that the most responses came from the “less or equal 2500 BDT” group which
is 24 and the percentage is 28.20%. From 25001-55000 there were 21 responses and the
percentage are 24.70%, from 55001-75000 there were 19 responses and the percentage are
22.40%. From 75001-100000 there were 16 responses and the percentage are 18.80% and
lastly, there were 5 responses from above 100000 and the percentage is 5.90%
 particulars Responses Percentage

Less or equal 25000 24 28.20%

25001-55000 21 2.70%

55001-75000 19 22.40%

75001-100000 16 18.80%

Above 100000 5 5.90

Strategy:
● As most of the people are from less or 25000 group so they have to focus on more
affordable products and the price range should be (900 BDT- %000 BDT+)
● Have to focus on Male mid-range casual outfit (950 BDT- 1800 BDT)
● Female Mid-range Traditional and western outfit (1000BDT- 2000 BDT)
●

Psychographic Factors

To understand the perception towards Freeland among our customers we ran a psychographic
factor analysis. The whole reason behind choosing this analysis is to identify which factors
pursue our customers to choose or avoid Freeland. In addition, these factors are the essential
keys in determining the interests and preferences of target market audiences because it entirely
focuses on collecting and analyzing the characteristics of an audience that are slightly more
intangible, such as interests, habits, attitudes, emotions, and preferences.

First Expression about Hearing the Name of Freeland

We asked people about what comes to their mind first when they hear the name of Freeland. In
addition, people express their thoughts regarding this.

FIX GRAPH Q16

What factors do you consider when you buy clothes?

In this part, we tried to analyze which factors customers consider when they decide to visit a
clothing store. There are some sets of expectations, customers have from all the clothing stores.
We wanted to retain those expectations and analyze them to make adjustments. Not to mention,
these factors that people rely on are based on their needs, wants, and demands.

As per the survey, we found that:

FIX GRAPH 12

Here we have noticed that the majority of the respondents consider comfort as a prime factor
which is around 82.40% when it comes to buying clothes. Apart from that, the next feature the
customers always look into is the price which ta

Strategy:

● Looking upon the cited factors we realized that along with money comfort works as a
core competency in running a clothing line. As a result, we will be focusing on designing
our clothes with the most comfortable fabrics. These fabrics must maintain high quality.
● In a clothing line, we must adapt to the fast-moving trends. In that case, Freeland will be
aligned to the latest fashion trends and bring new designs according to that so that, our
customers can resonate with themselves as up-to-date as the brand itself.
● Variations in design are also a factor that we need to address. Previously we tried to
bring similar products which we need to change onwards. Meaning, we will be releasing
new designs on a more frequent basis especially during festivals like Pohela Boishakh,
Pohela Falgun, Eid, Puja, etc to boost our sales.

Consumer's Preference about Clothing Shop

FIX 13

Strategy
 ● We ran market research among our competitors on digital platforms. There we noticed
that our competitors are promoting their traditional wears for Eid this year. In order to
increase our sales and be the top preference of customers from every category, we will
run our digital promotions featuring both traditional and western clothing lines.
● In addition, during Eid, customers don’t hesitate to spend more in that case, we will
place our casual wears in some of the digital contents to keep this product line on the
Top of Mind of our customers.
● All our competitors are mostly featuring their latest products through static content on
digital platforms. As people are choosing to place orders online, we believe posting
video content rather than static content will be more fruitful. This will lead to better
customer satisfaction because this way customers will feel like they can verify each of
the products just like they would have if they went to the physical stores.
● As we are going through a tough time, we don’t know for how long we will be having
more sales online rather than offline. In that case, we will be featuring our popular
designs and the top-tier ones through video content for enhanced customer satisfaction.
● We will be availing special discount offers during Eid and Puja so that customers from
Social economic class A & B can access our premium products. Our competitors don’t
avail such discounts on new designs. We believe this will generate more sales during
these days and leave a positive impact on the minds of our customers which we can
leverage later.

Influencing Behavior

Advertisements play an inevitable role in making purchase decisions among customers. In that
case, we tried to analyze what platforms our platforms spend more time for screen activities.
This will help us place our advertisements to retain their attention through engagements in order
to Build Brand Awareness, Product Awareness by enhancing Visibility. This will help us remain
on the Top of Minds of our customers and boost sales.

How do you know about Freeland?

FIX 17

Strategy:

● We don’t want to spend a huge chunk of money on TVC which we will utilize on banners.
Instead of TVCs, we will be running more digital content and OVCs.
● We will run Google ads throughout Social Media.
● On Social Media, Static and video content will be advertised.
● Instead of billboards, we will be advertising banners at the entrance of all of our
shopping mall outlets. This will increase the visibility of the brand, and increase brand
awareness hence will lead to a higher conversion rate. In addition, we will place posters
on elevator areas, inside elevators and escalator areas on the eye level so that
customers can track them easily.
Who pursues you the most to go to a Clothing Shop?

GRAPH 11

Strategies:

● As we can see that advertisements are playing a key role in persuading people to visit
clothes, we will run sponsored ads on social media. In addition, we will run Google pop-
up ads to encourage more people to visit our website and physical outlets.
● We will affiliate with E-commerce platforms and offer special discount offers for further
visits both online and offline.
● We will hire an ad agency to make the most engaging advertisements for us.
● We will affiliate with Social media influencers to pursue people and spread Word of
mouth. This way we can generate more sales from individuals through self, friends, and
family.

Preferred TV Channels

If we can track which TV channels are more popular among our Target Group then we can
place our promotions on those channels to attract more customers.

6,7

Strategies:

● We have noticed an ample amount of viewer preferences of the Discovery channel.

What we can do is, place our brand logo on the top edge of the Bangla Discovery
Chanel.
● In case that does not take place, we have an alternate plan to promote our brand on TV
channels which is logo placement on news channels during news reading and other
Bangla channels people watch for Daily soaps.

Spending Leisure Time

What people do in leisure it is very important for any company to know so that they can
influence people on that time by running advertisements, promotions, etc. below table show our
target market what they do in their leisure time

Perceptual Mapping

Perceptual mapping is a Marketing research technique in which consumer’s views about a

product are traced or plotted (mapped) on a chart. The use of a graph or map in the
development of a new product, in which proximity of consumer’s images of the new product to
those of an ideal. It takes consumers perception of how similar various brands or products are
to each other and relates this perception to product attributes. Through perceptual mapping, we
tried to show Farmhouse Burger’s position compared to other brands in the market. The
measurement and data are given which has been collected from customers:

Attitude Component

Attitude component is the evaluation of a person's view, favoring, disfavoring manner toward
people or objects. Attitude structure can be defined as three components.

I. Affective

II. Cognitive

III. Behavioral

Affective Component

Statement Strongly Agree Neutral Disagree Strongly

Agree Disagree
I am satisfied with the 2 21 40 12 10
service of “Freeland”

“Freeland” is overpriced 4 14 38 22 7

Design of “Freeland” 1 26 40 13 5

I am satisfied with the 5 22 40 11 7

comfort of “Freeland”

From the table, we can see that among 85 people, 2 strongly agree about the statement that
they are satisfied with the service of “Freeland”, 21 people agreed with it, 40 people are neutral,
12 people disagreed but 10 of them strongly disagreed with the statement.

On the other hand, second statement is If “Freeland” is overpriced, 4 people strongly agreed, 14
people agreed, 38 people stayed neutral, 22 people disagreed and 7 of them strongly disagreed

Third question is about the design of “Freeland” out of 85 people 1 person strongly agreed, 26
people agreed, 40 people stayed neutral on this, 13 people disagreed and 5 people strongly
disagreed.
We also asked about whether they are satisfied with the comfort of “Freeland” or not, 5 of them
strongly agreed, 22 people agreed, 40 people are neutral, 11 people disagreed and 7 people
strongly disagreed.

Cognitive Component

The cognitive component of attitudes refers to the beliefs, thoughts, and attributes that we would
associate with an object. It is the opinion or belief segment of an attitude. It refers to that part of
attitude which is related to general knowledge of a person.
We tried to find out the belief of customers about “Freeland”. Among 85 people they have
different beliefs about “Freeland”.

Brand name 1 2 3 4 5

High price-Low price 1 3 28 33 20

Comfortable-Less comfortable 0 2 29 42 12

High status-Low status 1 4 33 35 12

More variety in design-Less variety in 0 8 33 33 11

design

Good packaging- Poor packaging 1 3 30 36 15

High availability-Low availability 2 4 35 32 12

Good environment-Poor environment 1 0 32 32 20

Good service-Poor service 1 1 26 38 19

Trendy-backdated 1 1 35 28 20

Brand name 1 2 3 4 5

High price-Low price 1 1 29 37 17

Comfortable-Less comfortable 0 3 19 33 30

High status-Low status 0 1 31 41 12

More variety in design-Less variety in 0 4 25 31 25

design
Good packaging- Poor packaging 1 2 25 35 22

High availability-Low availability 0 2 24 35 24

Good environment-Poor environment 0 0 30 34 21

Good service-Poor service 0 3 22 31 29

Trendy-backdated 0 3 24 34 24

Brand name 1 2 3 4 5

High price-Low price 0 0 24 37 24

Comfortable-Less comfortable 0 1 26 37 21

High status-Low status 0 3 27 36 19

More variety in design-Less variety in 0 3 30 34 18

design

Good packaging- Poor packaging 2 2 20 31 30

High availability-Low availability 0 4 21 40 20

Good environment-Poor environment 0 2 22 25 36

Good service-Poor service 0 1 22 35 27

Trendy-backdated 1 3 18 33 30
Behavioral Component

Behavior component of an attitude consists of a person’s tendencies to behave in a particular

way toward an object. It refers to that part of attitude, which reflects the intention of a person in
the short run or long run.

Probability of Visiting Freeland Next Time

Statements Number of People Percentage

Definitely I will buy 9 10.60%

May or may not buy 34 40.00%

Probably I will buy 33 38.80%

Probably will not buy 7 8.20%

Definitely will not buy 2 2.40%

Total 85 100%

We found that 10.60% people said that they will definitely visit Freeland and 38.80% people said
that they would probably visit. 40.00% of people said that they may or may not visit Freeland
next time. On the other hand, 8.20% said that they probably will not visit Freeland next time and
2.40% people said that they would definitely not visit Freeland next time.

Strategy:
As we can see majority of the people 40.00% say they will may or may not go,

• They can create a good perception in consumers’ mind about their status.
• They can influence customers by their high-quality products.
• Advertisements and promotions in traditional media or way.

People go to shopping

For a cloth shop, it is very important to know how frequently people usually visit a cloth shop.
Below we are showing how much people visit cloth shop
 Particular Response Percentage

Once in a month 16 16.00%

Once in every 2/3 weeks 15 15.00%

Once in a week 22 27.00%

2/3 days a week 27 37.00%

4/5 days a week 4 4.00%

Others 1 1.00%

Total 85 100.00%

Here we can see from our survey, the majority of the respondents visit a cloth shop once in a
month, which is 16.00%. 15.00% of the people visit a cloth shop once every 2/3 weeks. 27% of
the people visit a cloth shop once in a week. There are also people who visit a cloth shop 2/3
days a week which is 37.00% of our respondents. 1.00% people visit a cloth shop 4/5 days a
week.
I usually go to clothes shop

Particulars Response Percentage

Noir 10 11.80%

Ecstasy 24 28.20%

Freeland 11 13.00%

Gentle Park 12 14.10%

Sailor 28 32.90%

Total 85 100%

People usually prefer Sailor to buy clothes which is 32.90%. 28.20% of people prefer Ecstasy.
14.10% of people prefer Gentle Park to buy clothes and 13.00% of people prefer Freeland.

Last time went to clothes shop

Particulars Response Percentage

Noir 11 12.90%

Ecstasy 18 21.20%

Freeland 11 12.90%

Gentle Park 19 22.40%

Sailor 26 30.60%

Total 85 100%

From here, we can see last time people visited mostly the market leader cloth shop Sailor.
30.60% of our respondents went there. Secondly people went to Gentle Park, 22.40% people
went there. In our 3rd position there is Ecstasy, 21.20% of people went their last time for buying
clothes. Only 12.90% of people went last time to Freeland to buy clothes.

As we can see Sailor is holding the most amount of market share. In second place for
preference, Ecstasy is holding the position. In general, people’s preference for going to buy
clothes like Freeland is not that much high.

Strategy:

• They have to lower the price of their products and keep the quality the same.
• They have to bring more variety in their products.
• They should promote their shop outside of social media.

Learning Through Conditioning

Behavioral components cannot be changed directly. If marketers want to change the behavior
components, they have to think about cognitive and affective components. Marketers can
change the behavioral components by using different strategy such as

1. Operant Conditioning
2. Component Consistency

1. Operant Conditioning

A customer's mind can be changed by modeling or shaping behavior by using reinforcement. A

response that is given reinforcement is more likely to be repeated when the same situation
arises in the future. Reinforcement plays a vital role in operant conditioning.

“Freeland” can create positive emotion in people's mind by promoting their product and quality
more and more because people have always been found where they can find quality products
and services. It evokes a thrill and positive image in the consumer's mind.

2. Component Consistency

A change in one attitude component tends to produce related change in other components.
Freeland can indirectly influence customers by promoting their product festivals on social media
and different kinds of offers on various occasions.

Self-Concept

Personality is made of characteristic patterns of thoughts, feeling and behavior. From the
survey, we got to know about people's personalities
 Attributes 1 2 3 4 5

Traditional-Modern 3 6 17 41 18

Formal - Informal 0 7 33 34 11

Organized - Unorganized 3 4 26 33 19

Youthful - Adult 4 6 21 29 25

Dominating - Submissive 6 6 32 28 13

Strategy:
• As more people are organized and formal, Freeland should promote their restaurant in an
organized manner.
• They also need to make promotion keeping the idea about youth in the head. They need to
make relatable promotions.
• As people are organized too, they need to keep the management efficient.

Recommendation
If Freeland wants to grab the market share and become the market leader, they have to make
pricing reasonable and affordable. In addition, people who could not use much social media are
not aware about Freeland. To reach many people, they have to make promotions outside of
social media too.
Some steps can be taken:
• Make the price more reasonable and affordable.
• Do proper advertisement so that people are aware about the cloth shop.
• Make a variety of new clothes.
• Keep the quality same.
• Do not focus only on social media advertising but also do promotion via television
and billboards.
• Opening more branches.
Following these steps could help Freeland to gain the majority of market share.
Conclusion

These days there are many computers in the market. People every day come up with new ideas
and new design of dresses. If they really want to compete with the market leader, they have to be
aware of their competitors. In addition, they have to keep their quality and attractive as well so
that consumers can differentiate them from the competitors. Consumers nowadays are very
educated youth and organized. To meet their needs Freeland, have to keep consistency of their
service with their customers.

By satisfying their target customers, they can become one of the best cloth shops locally and can
compete against foreign franchise companies.