CONSUMER BEHAVIOUR

MALIK MANSOOR KABANI

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Table of Contents

I. INTRODUCTION TO KHAADI
II. MEETING CHANGES AND CHALLENGES
III. CONSUMER RESEARCH
IV. MOTIVATION AND DEFENSE MECHANISM
V. CONSUMER PERSONALITY
VI. CONSUMER PERCEPTION
VII. CONSUMER LEARNING
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Why we selected this brand?
Khaadi is our brand for project. We choose this brand because it has a good positioning in market,
Brand personification, Provide customer satisfaction diversified its product to Accessories and
home accessories. It scattered its outlet in overseas as well. Khaadi is renowned brand over the
last two decades. And we think working on Khaadi will be full of learning, experiences and much
more to know about clothing market. And we have to know about consumer behavior what are the
factors that are necessary for a brand to engage its customers in market. This course will teach us
many more things about market.
INTRODUCTION OF KHAADI
Khaadi was established in 1998 by Founder & Chief Executive Officer, Shamoon Sultan, Khaadi
is a leading fashion retailer offering compelling home and clothing, shoes and accessories,
fragrances, skin and hair care solutions for women and children. Khaadi pioneers new traditions
in fashion with an innovative approach inspired by global fusion; a contemporary and
fashionfocused context. This ethos manifests itself within all Khaadi’s designs and brands.
Year City
1999 Zamzama Karachi
2010 Dubai, UAE
2013 UK
2014 1,630 sq ft store in Bull Ring, Birmingham,UK
2015 22,000-square-feet of Khaadi store Karachi’s Dolmen
Mall Clifton

Today, it operates 52 stores, in 17 cities across Pakistan, 22 stores across UK and various stores all
over the world including flagship largest store out of Pakistan in Mirdiff City Center in Dubai.
VISION:
To revive the ancient craft of the handloom, reinterpreting it within a more contemporary and fashion
focused context, to suit the high street.

BRAND LOGO:
the hands are a symbol of moving forward and of a passion that stems from the very beginning of
the process. They signify the perseverance, tradition, pushing limits and hard work that go into the
final product.
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AVA Model
Awareness: Khaadi gives awareness about its brand through advertisement about its updated products.
Through website
Visibility: Khaadi outlets are present at different areas of country.
Availability: Through outlet or online we can get our desired product.
5ws
What: Range of products with stylish look
When: Winter, summer, Eid collections are launching
Where: Outlets are present for more enjoyment of shopping.
Why: Quality products achieve
Whom: Customers took the picture of their desired product and order easily or can contact customer care as
well for their any complaint.

4PS
PRODUCT:
Women Collection , Man Collection , Kids Collection , Unstiched clothes , Bottoms , Khaas ,
Footwear , Shawls , Handbags , Jewelry , Scarves , Notebook , Tank Tops, Fragrances
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PRICE:
Based on quality of products
Based on season
Based on discounts

PLACE:
Lahore, Karachi, Islamabad, Faisalabad, Sialkot, Peshawar, Gujranwala, Gujraat, Hyderabad,
Rahim yar Khan, Multan
Khaadi has international outlets in Canada, UAE and USA.
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PROMOTION:
1. Advertisements
2. Social media
3. Direct Marketing through Email
4. Sales promotion
5. Seasonal offers
6. End season sale

BRAND COMPETITORS:
• Sapphire
• Alkaram studio
• Gul Ahmed
• Nishatlinen,
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• Junaid Jamshed

SWOT Analysis:
1. Strengths: The strengths of the company are listed as follows:
• It is a very well-known apparel brand.
• Its products are known to be of high quality.
• The company enjoys economies of scale in its products due to the size of their target market.
• Strong distribution network.
• Large number of stores in different cities, which makes it convenient for people to access the
nearest outlet.
• They have launched affordable ranges for people who do not want to spend a lot.
2. Weaknesses:
• It does not have as strong of an online presence as it does offline in times where people are shifting
towards online shopping.
• Weak clothing line for men as the majority customers belong to the female population.
• Weak presence in the accessory category.
3. Opportunity:
• The company can increase exports to other countries.
• The shift towards online shopping is an opportunity for the company to cut down cost on outlets
and better target teenage or university going people.
• The skincare category can earn the company much more because customers are shifting towards
organic skincare products. Khaadi can opt for joint ventures with established skincare brands, like
Korean skincare which is all the hype nowadays.
• Men clothing line is also a lucrative market where investment can be made.
4. Threats:
• The main competitors to Khaadi are GulAhmed, Sana Safinaz, Sapphire, Bonanza, Junaid Jamshed
and many more.
• The rise in unemployment due to the pandemic can reduce customer spending on new clothes.
• Economic recession.
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BCG Matrix:
To identify the standing of their product, companies use Boston Consulting Group matrix. It helps
with long-term strategic planning i.e. a business can consider growth opportunities by reviewing its
portfolio of products to decide where to invest, to discontinue or develop products. It divides
products into four categories: stars, cash cows, question marks, and dogs.

1. Star: The star, in BCG matrix, generates profit because of high market share and growth
rate. From these products, the Kurtis of this brand have a great market share among other
competitive brands. Moreover, the company must keep up with upcoming fashion trends
which requires a lot of investment as the design keeps on changing.
2. Cash cows: Being the leader in market, the cash cows generate more profit than it can
consume due to the low growth rate and this profit is used for converting question marks
in market leaders and other expenses of the company. Khaadi’s bedsheets is in the cash
cow category because it does not require the company to keep up with constantly changing
trends, like it is in the case of Kurtis. On the other hand, these sheets are sold to
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international companies, easily making it one of the cash cows of Khaadi. The unstitched
clothes are also a cash cow because they are the most sold items but require less investment
than ready-made clothes. As for the artificial jewelry, there is growth in the market due to
rising prices of gold, silver, and platinum and people are shifting towards cheaper options.
Next, kids wear is also a growing market due to increase in population, but the company
does not have a good market share here. Finally, shoes, bags, and men clothing line are
also appropriate for this category.
3. Question mark: These products grow rapidly and consume large amount of investments
but have low market share, so they do not generate much profit. They have a potential for
becoming star by significant investment and strategies, but if it does not become a market
leader it can degenerate into dog.
4. Dogs: Khaadi’s fragrances and hair accessories are categories which do not generate much
cash, and the market growth rate is also low. Khaadi is an apparel brand most of all, so it
does not focus on these categories much. The company’s collaboration for skincare with
CoNatural did not go as planned since it did not generate much sales.

Ansoff Matrix

Product Existing New Market

Market penetration Product Development
• New shops all over Pakistan.
• Their outlets open around 12 pm clothes and garments in the form of Existing when people go

clothing line.
• Launched onli
sales. – furniture and bath
• Frequent advertisements on items. billboards and social media. –a
minimalist clothing line.
Market Development
• New stores launch in countries like
New Dubai and UK. Diversification
• Selling shawls for men and women in • Khaadi Kanteen.
Canada. • Launch of fragrance
and skincare
products.
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Chapter # 01:
Meeting Changes & Challenges

Consumer Impact on Marketing strategy.

A successful Marketing strategy is said to be the one that sets up the mark upto consumer's
expectations. Khaadi emphasize on the product quality and loyalty as core strategy Plan.
Although a common marketing strategy is adopted by Khaadi in digital advertisement.

Different Types Of Consumers

1)Seasonal Consumers
Khaadi's seasonal consumers are the regular consumers that demand variety in collections.
Marketing Plan focus on the seasonal launches of clothings for the constant sale and purchase.
Winter, Spring, Summer Collections.

2) Personal Consumers
By understanding the needs of consumers khaadi launched 'Khaadi Home' for those consumers
who seeked personal products.This Expention followed a plan to catch consumers attention all
under one roof.

3) Impulse Consumers
Consumers are often into window shopping,this idea is a great way to catch the attention of
consumers, Khaadi Marketing strategy focus on the ambiance and display of the vibrant colors.

4) Need Based Consumers

khaadi launched a huge variety of personal products and accessories, keeping in mind the basic
need of consumer in fashion and clothing brand. Frangrances and accessories.

5)Discount Driven Consumers

Searching for Discount is a basic psych of consumer behavior, As the Marketing strategy follows
seasonal collections, huge discounts are available at the end of every season, creating a hype in
consumer upto 50% off on all items this creates customer attention.
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6) Habitual Consumers
As Khaadi showed a remarkable product quality, won several LUX awards, no doubt khaadi sets
a trademark for its products. habitual consumers are naturally attracted by the set standards of the
brand.

CONSUMER BEHAVIOR
Marketing Concept
The basic Marketing Concept that khaadi follows is the consumers need. khaadi emphasized on
delivering the best quality of the product under reasonable prices for increased sale and production
strategy.

Societal Marketing Concept

Keeping up with the consumer relations and company profit, Khaadi delivered a societal impact
through active welfare participation.

Segmentation
Segmentation of the projects is indeed a way to catch consumer attraction, Khaadi provides a wide
range of Categories eg. Khaadi men/women ready to wear collection ,Unstitched collection , kid
wear, khaadi bags , khaadi home etc

Targeting
Targeting the need of era is what khaadi overlooks.Keeping COVID-19 under consderation Khaadi
launched a wide collection of fashion masks for all groups.

Positioning
Khaadi masks offered a unique feature, a enviornment friendly product for safety and style and the
latest consumer need.

Customer value
Khaadi cares for customer values, strategy for sale follows a unique style of selling quality
products under reasonable prices.
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Customer Satisfaction
Customers perception on the performance of the product impact overall sale and production.
Khaadi satisfy customer in all aspects. khaadi focus on economic customers satisfaction.

Level of Customer Satisfaction

As the brand sets its own customer through the quality of the product,customer satisfaction still
varies.
loyal customers are the regular consumers
Apostle Customers are the one delighted by khaadi services and qualities.
Defectors are the one who may create a negative impact as they are not satisfied. khaadi aims to
focus on the loyalists and apostles more whereas defectors are entertained by the friendly services.

Customer Trust
Trust maintains a longstanding relationship with the customers, Khaadi stays connected with its
loyal customers and entertains through digital marketing strategy.

Customer Retention khaadi builds Customer retention strategy initally with the customer, being a
trustworthy and promising brand, khaadi customers focus less on pricing and other issues while
spreading good word about the brand.
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Chapter # 02:
Consumer Research in Khaadi
Khaadi has portrayed the varied consumer behavior trends via the research methodologies in their
brand for their normal business operation and expansion. Since its inception Khaadi has laid its
foundation based upon its Consumer needs. It mainly focuses on the development of ideas and
ideals as required in the market by the end users . Starting from the launch of the Ready to wear to
unstitched category products, from eastern wear to kids, from accessories to home items wear,
khaadi attributes an example on how branding can be initiated and expanded based on the implied
sources related to different research methodologies fostering the needs of the consumer market.

Khaadi mainly utilizes the essential data obtained from secondary sources for decision making
purposes. Be it the case of a new launch of the product or any enhancement of the existing ones.
Data plays the pivotal role in accumulating the facts and figures related to the particular research
objectives. In khaadi research methodology and strategy , it befalls into two categories the internal
secondary data and external secondary data. Based on that khaadi encroached their categories from
female wear to kids as one stop solution and subsequently adding diverse categories I.e Man and
home thus providing solution to consumers and adding to brands lucrative development as well
by adding product t lifetime value.
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As khaadi business provides diverse and latest offering to their consumers to retain its presence
and sustainability in the market with upto mark products whose price, aesthetics and quality varies
as per market needs. Internal and External secondary data in this regard plays a key source of
information. Khaadi engages in the survey for their consumer research requirements on the search
engines and social media . Consequently, they develped one such advertisement named featuring
Esra Bilgic presenting My symphony portrayed the finest personality traits combined with style
relating to the symphony of the exotic culture as required by the consumers. This had been done
by the relevant advertisements and marketing strategies based on the consumer research outputs.
It enables khaadi to capture the required market and the celebrity audience.

Another framework that khaadi employs for the consumer channels is repositioning and rebranding
of the products pivoted on consumers sentiments, seasons, events and requirements. For example
in Pakistani market, khaadi has to adopt its product range that reflects the relevant outlook on the
national day giving true colors of the particular culture and its related events. Likewise, the product
range for winter is positioned in a proportional way that would attract the consumers with the very
resembling content that any consumer could expect, it's marketing advertisement would give an
aura of winter where there product would be presented in parallel. The above networks make up
the consumer research distribution with respect to preferred methods whereby khaadi aims at
making those marketing, sales and product strategies to satisfy customers with their products in all
categories. It brings out the varied benefits in form of customer satisfaction, product range, pricing
and optimized marketing and activities like promotions and access of product knowledge to
consumers are easily made. This type of consumer research is carried out at both national and
global level at large.
To conclude, Khaadi is the leading brand that capitalizes the dynamic and rising market day in
and day out. The above mentioned research tools enable khaadi to bring about the change and
retain its status as leader market.
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Projective techniques
A way of transcending communication barriers In certain circumstances it is impossible to obtain
accurate information about what people think and feel by asking them to communicate their
thoughts and feelings with direct questioning (Haire, 1950) [10]. In case of Khaadi quantitative
research would show the consumer association with the brand, some of the questions are mentioned
in questioner.
QUESTIONER:
Brand Association
I am Aware of the Brand “Khaadi”.
When I think of fashion/Clothing, khaadi Is One Of the brands that comes to mind. Khaadi
is A brand, I am Very Families.

Perceived Quality
Khaadi Offers very good quality products.
Khaadi offers product with good design and print.

Perceived Quality
Khaadi Have a good brand image.
Khaadi provides me self-esteem.
I feel more confident when I wear khaadi.

Brand Awareness
Khaadi uses better fabric and designing
Khaadi is a brand which have good credibility.
Khaadi has its unique quality
Brand Loyalty consider my self
loyal to khaadi.
Khaadi will be my first choice when considering clothing.

Price Premium
If the price of khaadi offerings go up quite a bit so I am willing to pay a higher price.
I am willing to pay more for khaadi as compare to other clothing brands. I
will buy it anyhow.
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Chapter # 03:
MOTIVATION AND DEFENSE MECHANISM
Motivation:
• Khaadi provides motivation to consumers by offering clothes of different price categories,
ranging from affordable to expensive ones.
• People trust the quality provided by Khaadi as it is a well-known brand.
• They are also offering an online platform (i.e. website) where consumers are free to shop
at their own convenience.
• Their collaboration with Coke Studio with the name ‘CokeStudio x Khaadi’ celebrates
Pakistan’s rich heritage of music and clothing. Various female artists can be seen wearing
traditional clothes made by the brand. People might buy Khaadi to support local culture
and music.

• It not only provides stitched and unstitched clothes & PRET for women, but it has
expanded its product line by introducing fashion accessories, kids wear, and a complete
range of home textiles (i.e. Khaadi Home).
• Women who wish to wear formal and semi formal clothing can opt for Khaadi Khaas.
• The launch of Chapter 2 has helped to revive the initial idea of the brand i.e. handwoven
fabrics. Due to high price, the brand shifted its focus to more affordable options, but now
it is going back to its roots.
• It has helped bring attention to local craft and tradition.
• It is representing Pakistani culture in international markets like UK, UAE,US, canada ,
Saudi Arabia, Qatar, Bahrain & Europe.
• Not only is the brand true to Pakistani traditions, but it is also involved in philanthropy.
One such example is of the brand giving away all its earning of 14 August 2018 to Diamer
Bhasha and Mohmand Dam fund.

Model of Motivation Process:

Clothing is the basic need of every human being. This creates tension and a drive to fulfill this
unmet need. As we use different brands, we learn to realize which brands offer value for money.
Moreover, word of mouth plays a big role when people decide which clothing brand to choose.
Many people recommend Khaadi for its high quality and affordability. This induces a consumer
to engage in buying behavior, which ultimately fulfills his/her needs.
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Later, more needs arise. At first, we would only want simple clothes. As we start earning more and
learn about brands available in the market, we might start looking for brands which offers unique
designs, better quality, or even brands which engage in philanthropic activities (which is becoming
more common as consumers gain awareness and support brands engaging in activities to benefit
the society at large). One might even prefer eco-friendly brands. Until these emerging needs are
fulfilled, there will remain tension and drive to somehow fulfill them. If Khaadi fails to meet new
customer requirements, it might lose sales.

Types of Human Needs:

• Innate need: To sustain a normal life, humans require clothing. It is our basic need.
• Acquired needs: We see other women in our family and social circle wearing different
brands. This is how we learn to love some brands to improve our self-esteem and appear
confident in front of others to fulfill our ego need.

Positive and Negative Motivation:

• Positive motivation: Consumers can feel more confident wearing Khaadi’s clothes as it
fulfills their ego need to wear good quality branded clothes.
• Negative motivation: Consumers might think that they will not be highly regarded among
their social circle if they do not wear branded clothes.

Rational vs. Emotional Motives:

• Rational motive: Selecting Khaadi because not only it is a well-known brand, but it caters
to a mass audience by offering products in different price ranges. Moreover, it is known
for having high-quality items.
• Emotional motive: One might choose Khaadi because they feel pride in supporting
Pakistani brands. Moreover, it is representing our traditions not only in Pakistan, but in
overseas as well.

Dynamics of Motivation:
• Needs are never fully satisfied: An individual buying clothes from a normal shop might
want to wear branded clothes.
• New Needs Emerge as Old Needs are Satisfied: After basic needs are fulfilled, a consumer
might want to buy branded accessories and perfumes to look and smell better.
• Success and Failures Influence Goals: A consumer who believes he/she looks and feels
good in Khaadi’s casual wear might want to buy their formal wear collection, shoes, bags,
accessories, and so much more.

Arousal of Motives:
• Physiological Arousal: Having clothes to cover our body is one of the very basic
physiological need.
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• Emotional Arousal: A young girl dreaming to have a successful career might buy Khaadi
Khaas to look more professional.
• Environmental Arousal: Seeing an adverrtisement for Khaadi’s latest collection on
billboards, Facebook, YouTube, etc., might create a need to buy the advertised product.
Generic And product Specific goal
The generic goal: Consumers can satisfy their clothing needs through various options available in
the market.
The product specific goal: is to provide highly rich in terms of colors which offers its fans the
vibrant colors and sparkling design.
Khaadi is pioneering new fashion traditions with an innovative approach inspired by global fusion;
a context which is contemporary and focused on fashion. This ethic is present within the styles and
labels of all Khaadi. Khaadi’s garments are available in many styles and pieces.
Technology driven consumption:
Since in today’s time, the consumption is technology driven so marketers have now started to take
interest in bloggers and influencers’ motivation. The consumers are easily convinced when another
consumer reviews the product than relying on advertisements. It is now easy to understand the
motivation of bloggers and influencers too because they want to share their personal life by
storytelling, they need affirmation and affiliation. Following the trend, Khaadi also uses bloggers
for marketing. Recently, when they introduced I’m my own they used famous bloggers to share
their personal stories and reviews about it.
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Maslow’s Hierarchy:
1. Physiological: It provide clothing and basic needs that fulfil customer need.
2. Safety: Brands are long lasting they didn’t damage after washing like cheaper clothing
brands will tore or like their freshness will end after first use.
3. Social needs: Make our position by wearing a good brand in our friend circle, family and
professional life.
4. Esteem needs: Fulfill egoistic needs. It brings people the confidence, achievement and
respect. It provoke by advertising campaign I’m my own.
5. Self actualization: brings the feel of luxury item that someone has wore this brand. It
motivates customer by Khaadi luxury brand it brings people the confidence, achievement
and respect.

Development of Motivational Research:

Motivational research: Motivational research identifies the consumer underlying feelings, attitudes &
emotions concerning product, service, or brand use. Khaadi motivates its consumers to buy products by
providing online services so that his consumers remain motivate to buy online. On website each and
everthing is updated with price so that no difficulty is come around for their consumer to pick selected
product. Khaadi outlets have good ambiance so that consumer feel fresh when enter in outlet.

Limitation of Motivational research

• Intensive nature of qualitative research, small sample size. For launching a new product
the firm has to take large sample size of different areas.
• Analysis of projective tests & depth interviews was highly subjective
• Every research have their own set of explanations & experiences

onal research find out unrecognize need. Like

khaadi Pret wear is customer unmet needs they don’t have enough time for stitching so
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Khadi provide ready to wear. It provides marketers with a basic orientation of new product
categories & enables to explore consumer reactions to ideas and advertising copy at early
stage so that costly errors can be avoided It provided marketers new ways to present their
products to the public.
Defense Mechanism
Defense mechanism: People adopt to protect their ego’s from feelings of failure when they do not
attain their goals.
Example: A person who prefer but can’t afford a luxury brand can compromise on less expensive
brand. Khaadi provide 1 piece, 2 piece and 3 piece suits according to affordability of consumer.
So that it can grab consumer does not fail in its market.
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Chapter # 04:
Consumer Personality
Personality:
Consumers who wear Khaadi they are confident in Personality. Their Ego are satisfied due to
their social class. It satisfy their psychological needs. When they go to social gatherings Khaadi
itself introduces its brand by its designs.

FREUDIAN THEORY:
According to Freud, Our personality creates from a conflict between two factors our natural
destructive and pleasure-seeking drives versus our internal socialized control over these drives.
Our personality is the consequence of our efforts to adjust these two competing factors. Khaadi
items attract the consumers in society who are self-sufficient and depend on themselves instead of
giving ears to others suggestions about themselves. They choose these products regardless of its
price as it fulfills their need of unique fabric with attractive prints and the high standard quality,
they have set for themselves. The Khaadi fabric is promoted by people inside the family. The
certainty level of customers who buy from Khaadi is always high which is portrayed in their word-
of-mouth exposure of the brand. Inner satisfaction of consumers shows how people depend on
their inner values and confidence on Khaadi when it comes to assess new collection.
ID: It fulfills physiological needs. Winter, spring, summer collections.
Super Ego: Provide quality of products that are socially desirable and one feel confident after
wearing that product. Eg. Luxury, Pret
Ego: Control over ID and super ego by providing products in reasonable prices.

NEO-FREUDIAN:
According to the Neo-Freudian theory social environment and effects of culture plays a vital role
in the development of the personality. Following the belief of Alfred Adler Khaadi reintroduces
chapter 2 for their sensitive customers who love to wear expensive clothing with unique and hand
woven designs and prints. Chapter 2 is specially designed for their valued customers which add
significant impact on their personality, they feel confident and good about themselves.
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CHAPTER 2 SEPARATE SEGMENT

Khaadi Khaas is also a premium product for their premium customers who wants to look different
and prominent in their society. Khaadi also provide a large variety of product range with in the
Khaas category including unstitched, ready to wear, Khaadi x Esra.
The customers who are looking for uniqueness and the high-quality standards prefer to buy from
Khaadi, they choose these products regardless of its price. In short Khaadi is a year-round brand
which can always satisfy the needs of their customers.

KHAADI TRAITS
Khaadi is all about the spirit of culture and the essence of colors; thus the design is trying to express
those through designing a local Pakistani old Bazaar concept, where the combination of different
retail shops sets next to each other, demonstrating different experiences and activities classified
into zones as follows:
Khaadi Women is the main goods line; it include women clothes stitched and ready to wear and
non- stitched fabrics, women accessories like belts, scarfs, bags, necklets…etc
Khaadi Home consist of loose furniture like single seat sofas, benches, coffee tables, night tables,
bedsheets along with home accessories like rugs, cochins, cushions & seat covers, beddings,
throws...etc.
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Store the store will stockpile all the merchandize, kept in an easy to access steel shelving system.
Fitting rooms the shop will be having two colorful fitting rooms with large mirrors and ottomans
to give the customers that easing they need.
Cashier the shop will contain a single counter equipped with two cashier machines placed in the
middle of the shop to allow easy access and customers flow.
The Lounge a relaxing and seating area facing a feature wall allowing the client to sit relax and
socialize.
DOGMATISM:
This applied to customers of different age categories of Khaadi. They are highly dogmatic because
female customers who were above 40 years old, did not like the new colorful designs and styles.
Rather, they would search for older and more simpler clothes. Even after seeing the clothes on
famous models, they were hardly convinced on the newer designs. They explained how most of
the times they are unable to find a single decent design even after surveying different outlets
present at Atrium Mall and Dolmen Mall Clifton, Karachi.
Customers who were younger were open to new designs and cuts. They were low is dogmatism
as they were buying colorful and stylish clothes available at the brand. They were also more open
to buying new products like face masks and accessories available at Khaadi, as compared to older
women.
Consumer innovativeness:
Consumer innovativeness exerts considerable influence on consumers' acceptance of brand
extensions. Mainly respondents expressed their views that different style and prints of this brand
provide grace in the clothes. Same reason that at reasonable prices they can have good clothes so
they can buy more clothes and wear different clothes at different occasions which definitely
become source of beauty for them.
cognitive personality factors:
Some of the respondents claimed that because the same kind of suits or even replicas are available
these days at the same prices so as Khaadi which provides clothes that are available in every price
range. Two piece suits are also available and three piece suits with embroidery are also available.
Prints are good and embroideries are also good. In fact the pret wears they have started are different
and unique.Its pret wear and unique stylish designs and prints make it differentiated from others.
Durable Fabric, Unique prints and yes the specific styles of kurta makes it all unique and increase
the beauty of the respondents.
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Materialism
Materialism influences many people. Materialism urges consumers to be status conscious so that
they follow social norms in purchasing. Clothing is used to express the self. Materialistic
consumers tend to be young and highly involved with clothing, and purchase compulsively and
more than needed. They are more interested in getting possessions than disposing of them. In
khaadi case most of the customers who purchase khaadi for themselves reports that they feel
proud and confident by wearing Khaadi suits also khaadi consumers assumes that Khaadi is goods
to express social status (success). Such materialistic consumers use clothing as a means to
symbolize social status, prestige, and success.

Consumer Ethnocentrism
KHAADI as the pioneer of Pakistan’s retail fashion sector creating new markets for his products
and developing new ways of doing business for the betterment of our economy growth. Khaadi’s
philosophy embraces around vibrancy as it represent the state of harmony, energy, confidence
where all forces come together to create wonder. Its inspiration is global ethnic fusion and the
retail brand crafts clothes that give customers confidence. The brand has always focused on its
message of inclusion, whether it is the products or social campaigns and has emerged as a winner
for its brand loyalists. Khaadi is our national powerful brand and takes pride in the fact that it
caters to the women of every generation. Consumer feels proud to wear Khaadi as a Pakistani
brand.

Brand Personality
Khaadi has been endorsing the very best lifestyle across a wide variety of fabric, portraying that
their Pret, Khaadi Unstitched, Lawn, Home, Khaas and Kids. Their large personality has sparked
great brand loyalty, making many consumers for their premium clothing over their competitors.
With a powerful, bold and empowering personality, Khaadi has managed to lead the younger
market. Khaadi is a traditional brand with strong Pakistani values. They have introduced new
seasons, designs and wide range of prints for younger consumers. Khaadi specially focus on
women with its uniqueness in designs which are perceived as very gracious in the society. Quality
of fabric and pleasant appearance on events and casual gathering comes positive vibes when
Khaadi worn. It considers has always been the woman who wants to look attractive.

Brand Personification
The KHAADI’s logo depicts a true image of the products they sell, as it identifies thread work fr
om which Khaddar is made. A personification of elegance, style, and sophistication with Shehzad
Noor (Model of the year) in advertising campaigns to motivate us to wear khaadi dresses. The
campaign comprises of four colors that are incorporated heavily in their designs and products.
Their color philosophy is well aligned with their vision. For example, red symbolizes power and
encourages empowerment and green defines pride and uplifts the spirit patriotism. Whereas,
orange denotes a spirit of cheerfulness and blue signifies a sense of serenity, purity and confidence.
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Chapter # 05:
CONSUMER PERCEPTION:
Every Individual organize, select and interpret stimuli into meaningful and logical picture of the
world according to their needs, wants, values and expectations. Buying habits of the consumers of
Khaadi also depends upon the perception of the consumer. A person who is a regular customer of
KhaAdi may think that Khaadi is a well-known and multinational brand, the designs, the colors
and the sizes are too perfect for him/ her and for their social gathering. On the contrary a person
who buy clothing from the competitors of Khaadi may think Khaadi still needs to improve their
designs and colors. So the consumer always react on their perception not on the basis of objective
reality. Perception of people towards khaadi is that it is a traditional brand and it provides good
colors and designs.

SENSATION:
The marketer have to work hard on consumer’s perception, because for consumers perception is
more important that the object reality. For that purpose all the sensory receptors are engaged either
singly or in combination for making purchase. Khadi offers sales for discount driven customers, a
recent campaign figures a plus size women for their outfits all these tricks and techniques are used
to stimulate sensory receptors which can give a sensation to customers to visit the store and buy
the items.

PERCEPTUAL PROCESS
Eyes, ears, nose, mouth and skin are all sensory organs. When a person visit Khaadi store he/she
creates a perception about the brand by roaming around the outlet and using all the sensory organs.
Outlet must have a good and organized shelving with proper lighting and air condition facilities.
They experience the quality of clothes by touching the material of cloth, sales person are also there
to help them to select different fragrances, trial rooms are also available to help the customers to
try the comfort of clothing before purchase thus the person interpreted to buy again and again from
Khaadi as it created a positive perception for the customer.

ELEMENTS OF PERCEPTION:
SUBLIMINAL PERCEPTION:
Khaadi always interect with their customers with strong advertisements and that have a long lasting
impact on the society. “Now and never “campaign features a plus size women which help the
consumers of all body types to think that they also look good and feel confident to wear Khaadi
dresses.
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DYNAMICS OF PERCEPTION:
PERCEPTUAL SELECTION
Product is physically present in outlet you can easily select by checking that product physically.
Different outlets present in areas of city.
Expectation: Previous experience is good. Khaadi make their customer satisfy by customer care
centre if there is any query around they will resolve in good manner.
Needs and wants are satisfied.

PERCEPTUAL ORGANIZATION:
FIGURE AND GROUND:
Esra Belgic endorse in Khaadi advertisement. Esra portray Khaadi outfit its clothing accesiories
means figure out product so that people will attract and think that Esra is looking beautire in this
attire so why not we should select that product.

PERCEPPTUAL INTERPRETATION:

STEREOTYPES:
Khaadi is breaking sterotypes by using plus size models in their new campaign Now and never.
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CONSUMER IMAGERY:
It defines personality of consumer, his/her social how much he can spent on one brand.

Product and Service Images:

Khaadi is a Pakistani brand and embraces all cultural values of a Pakistan. The brand was
motivated by the culture and tradition of Pakistan and has captured the essence of our culture in
a modern way.
Perceived Price:
Generally when people buy Khaadi they feel so pleased because they know they have spent money
on a good brand. It makes people look fashionable and is very affordable.

Perceived Quality:
The quality of cloth is so good that the color do not fade even after many washes. Khaadi has
endorsed Pakistani hand woven fabric which is of high quality and designs inspired by arts and
crafts of Pakistan.

Retail store Image:

Multiple visits at different outlets of Khaadi brings into our notice that the outlets was having
good and organized shelfing with proper lighting and air condition facilities, calm and soothing
environment of the outlet attract customers to visit the outlet again and again. Luckyone and
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Dolmen mall Clifton outlet has sitting arrangement for customers so that they feel relax when
shopping.

Manufacturer’s Image / Brand Image:

Khaadi as a brand has made a robust standing in the market for itself since its commencement
and has become one of the largest Pakistani brands which does not only provides good quality
fabric but also a lot of profits. It has become a lifestyle brand that provides clothes stitched and
unstitched, bags, shoes, kids wear, and now home décor in very affordable prices.
Perceived Risk:
Khaadi is one brand that has maintained its consistency over the period of time and has made its
image bigger and better so the amount of risk perceived in this case is very minimal.

PRODUCT POSITIONING:
Khaadi is a brand that has shaped its own mark in the fashion and textile industry of Pakistan and
despite of so many designers that are already present in the market, Khaadi has comfortably made
a place for itself because of its high quality products, beautiful designs and colors also prints,
designs, cuts and affordable prices are something that differentiates it from others. The technique
of weaving is very time consuming, which also includes a great deal of accuracy and detail
especially with natural fibers. Khaadi revived the handloom business and redefined khaddar
which made it stand out in the market.
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POSITIONING TECHNIQUES:

1. Umbrella position: Khaadi provide vast product line clothing male female and kids,
accessories, chapter 2.

2. Positioning against competition: Khaadi provide compitition to its competitor as it has hand
woven products. Khaadi with Ideas by Gul ahmed/ Alkaram
3. Positioning based on a specific benefit: Chapter 2 products are hand made.
4. Conveying a product benefit: Khaadi provide product benefit to its customer through social
media.

5. Taking an unowned position: Through coke studio they are spreading culture and the team
was wearing khaadi dresses
6. We love how fashion and music inspire each other. Coke Studio X Khaadi is an artistic
partnership where enthusiastic female artists make a rhythmic statement in our exclusively
crafted ensembles that match the melody and truly complement their traditional style with a
contemporary twist.
#MusicMeetsFashion #CokeStudioxKhaadi #CokeStudio2020
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7. Repositioning: Khaadi is moving towards fragrances and their packing is looks gorgeous
promoting its fabric through packing.

Product and Service Images

Durability: The products available at KHAADI are durable in terms of the product’s operating
life. The colors and the fabric, both remain intact even after frequent washing.
Design: KHAADI’s fabrics are available in a wide range of colors with different attractive,
striking and attention-grabbing designs and motifs, which, apparently makes it different from all
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its competitors. Catering to the adult section of the society KHAADI has the mature and urbane
looks that the corporate class needs and craves for. At KHAADI jacquard looms give the facility
to create unique motifs and designs.
Style: KHAADI provides its customers with elegance and style and as mentioned earlier, its
products are said to be classy and unique, which gives its customers self-confidence.

Product Positioning

Product Positioning
Social USP
Class
Women Collection B&C Comfort and Ready to Wear, vibrant colors
Chapter 2 A&B Luxury, Comfort, vibrant colors, Confident
Kids Collection B&C Convenient, vibrant colors
Unstitched clothes B, C Convenient, affordable, vibrant colors
Footwear A, B & C Comfortable and good looks, for every event
Handbags A, B & C Fancy, good to carry, comfortable, for every
event
Mask B, C Quality, stylish, vibrant
MIST B&C Light, lasting
Perfumes A, B & C Bold, long lasting, best for outdoor

A means (high class), B (Upper Middle),C (middle Class),

Perceived Price
There is something for all budgets holders. Khaadi presented PKR priced between 1500 - 20,000;
the collection includes a wide variety of options to meet their clothing needs. There are two
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packages (shirt and dupatta) rooms for those who like the twinning of their costumes with neutral
backgrounds, three-piece suits with dupattas lawn for everyday use and four fully embroidered
costume pieces with add-ons and dupattas gauze for more formal affair. Then they have fragrance,
shoes and mask to match with their clothing and personality. For Home decoration Khaadi have
special high quality bedsheets, covers and other related products which covers almost all the
requirement of customers. However, Khaadi a good value for money.

Principle of Contrast:
Khaadi offers a range of home textiles and furnishings for the bedroom, kitchen, and bathroom,
as well as women and kid apparel all things are available under one roof. Another way to buy
these dresses and other stuff to make purchase on the internet. This brand always dressed
according to the season and the needs of people. It’s not only provides fashion at great value,
but also caters to various customer needs by offering a diverse product mix. This leads to a
complete and enjoyable retail experience.

Packaging as Positioning Element:

Product Packaging element is the most important factor as Khaadi packaging is not just a
wrapping, but a real instrument of marketing to identify and give value to the product. It is a
way to create a direct relationship with the consumer by getting their full attention. Khaadi
packaging provide grace in the clothes and presentable way to display. Moreover, creative,
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and colorful outlets display to catch the customer’s eye and make them feel they are walking
in a festive colorful atmosphere to constantly engage the customer’s interest.

Product Repositioning:
The traditional is merging with a new sense of pride. Khaadi took initiative with retailing the
hand loomed fabric. Khadi defines its lines as concepts and initially had Pret (Ready to wear),
Unstitched (Fabric). Khaadi has introduced several new concepts including Khaas (featuring
exclusive and limited-edition pieces), Kids for (2 to 12-year-old), Accessories (Jewelry,
Stoles, and handbags). Khaadi was known for clothes, later they expanded the product line in
Home stuff for repositioning (Featuring furniture, bedding, and bath items) and now move
towards fragrances.

Retail Store Image:

Khaadi outlets include the fusion of traditional culture aspects and blending them with
modern interior elements. The retail outlet design brings the oriental “Bazaar” concept
introducing tea & coffee bar counter and a feature wall borrowed from ancient design
merged with bright colors to create an attractive outlet. The design also took into
consideration the marketing and how to reach to the customer through their five senses.
The vibrant colors, feature elements and the way goods are displaying capture the
consumer eyes and make them feel they are walking in a colorful atmosphere. Displaying
the items in a creative reachable way, gives the buyer the chance to touch and feel the
quality of the fabrics and products whether its women or home stuff. Background music
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is also play important role in Khaadi stores that will bring joyful and relaxing feeling to
the shopping experience.

Manufacture Image:
Khaadi is one of the leading lawn brands of Pakistan who do not need a celebrity face
from across the border for the promotion of their brand. They have 40 outlets within the
country and served outside the country. Khaadi as a brand has made a strong standing in
the market for itself since its beginning and has become one of the largest Pakistani brands
which does not only provides good quality fabric but also a lot of benefits. Usually when
people buy Khaadi they feel satisfied because they know they have spent money on a good
brand. It makes people look stylish and is very affordable. The quality of fabric is so good
that the colors do not fade even after several washes. The other benefit of Khaadi is that
it provides excellent service and they also exchange the products if customers do not like
it or if there is a defect.

Brand Image:
Khaadi has promoted Pakistani fabric all over the world. Customers of Khaadi feel that
the brand provides designs that are inspired by traditions of Pakistan and the quality of
Fabric is very high as well. They provide a range of products from unstitched material to
ready to wear line, bags, shoes, and home accessories. They think that Khaadi is one brand
that has maintained its consistency over the period of time and has made its image bigger
and better. Customers feel that Khaadi’s designs are very trendy and colorful and quality
of fabric is very good. Even the prices are very affordable compare to other brands in
Pakistan. It’s the prove of customer satisfaction and brand loyalty of customers with
khaadi that it has won best achievement in fashion industry.

PERCEIVED QUALITY
PRODUCT QUALITY:
The products available at KHAADI are long-lasting in terms of the product’s operating
life. The fabric and the colors, both remain intact even after frequent washing. KHAADI’s
fabrics are present in a wide range of colors with different striking, attractive and attention
grabbing designs and themes, which, apparently makes it different from all its opponents.

SERVICE QUALITY:
Khaadi is one of the Pakistani brand that has intensive focus on customer service as it is
one of the most important features of building a brand and to able create long-term
association with their customers. Over the years Khaadi have provided customers with top
quality service and has maintained till date. Khaadi has a very well-trained staff in every
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store that not only act in a very humble manner with all the customers but also helps them
in selecting products. They even give advice to consumers if they ask for one. Khaadi staff
clearly stands out if we compare to other brands. Khaadi not only through its quality and
design have created a big place for it in the market but through its service this brand has
made a special place in the minds of the consumers

PRICE/QUALITY RELATIONSHIP:
The main source of pleasure for users of Khaadi is that it offers products at reasonable
prices. It is a main view point of customers that khaadi maintain a justifiable relation
between its price and quality. Consumers can find premium products at premium prices,
Khaadi offers such products that whenever there is any occasion and anyone can get a new
dress just going to Khaadi for its unstitched or even stitched collection

PERCEIVED RISK
Perceived risk of Customers has been an important factor in understanding consumer
purchase behavior. Customers rely on risk-reducing cues such as brands or stores that have
good statuses to lessen their hesitation and risks associated with their shopping choices.
Perceived risk has been referred as the individual’s subjective beliefs about potentially
negative consequences from his/her buying decision or behavior which cannot be
predicted with certainty. Six main dimensions of risk have been defined to describe
Customers’ decision making or choice behavior: financial, social, psychological, physical
and time or convenience risk.

1. Functional Risk: The physical evaluation of the apparel is an important procedure for the
customer in reaching a final decision. The inability of the participants to physically evaluate
apparel could give rise to uncertainty in terms of the performance properties of the product or
lack thereof. If the quality of apparel is not up to mark this will create functional risk. Khaadi
keeps good eye on its brand and make continuous improvement to lower the risk which causes
disappointment to customer

2. Physical Risk: Not being able to try on the apparel was another negative aspect experienced
by the customers. The trying on of the apparel item has a bearing on the evaluation of the
quality of the product, its construction, various sizes, fit, appearance and comfort. Khaadi made
such stitch which is very comfortable for every one.

3. Financial Risk: The customer regarded the purchase of apparel products as a costly
expenditure. This made it difficult for some customer to make a decision over the Internet. The
possible loss of money or the product or both resulted in a perception of financial risk. Other
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than online when customer buys from store the financial risk associate if the apparel they
bought is not worthy.

4. Social Risk: Khaadi ensures the quality of the product to avoid any kind of social
embarrassment and ensure its customer always feel pleasure and confident wearing its apparel.

5. Psychological Risk: Khaadi large variety of products cater every need of customers so that
the customer could make best choices.

6. Time Risk: The concerned the time it takes for the product to be delivered, or the customer
time taken up in ordering and exchanging the products. Khaadi ensures its customer timely
service to avoid the time risk and to make its customer more satisfied
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Chapter # 04:

Consumer Learning
Applying past knowledge and past experience to present circumstances. Khaadi, uses its
experience to cater to its audience base even while tapping newer market.

Introducing the new products like fragrances Khaadi aimed at audience with different
attitudes i-e love, iconic, bold, dare and glam. Khaadi very effectively use the message
“Colors collection” in the ads to tell its customers that the perfumes will help them be to
bring life in their personalities.

Four Elements of Consumer Learning:

Motives:
Khaadi uncover consumer motives by teaching consumers through advertisements “Now
and never” campaign featuring stitched clothes for women “X Esra” campaign “Perfumes
by Khaadi” different perfumes for different personalities all these efforts are done to create
motivation.

Cues:
Khaadi Khaas is designed for their premium customers because consumers expect
designer’s clothes to be expensive and to be sold in upscale store. These are the cues that
stimuli consumers actions.

Responses:
In order to get the response from an individual consumer Khaadi targets the need of
different consumers with their variety of collection.

Reinforcement:
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Khaadi run different campaigns to reinforce its existence, examples Eid Collection, winter
collection, summer collection, etc. These campaigns are the reminders for its customers.

Strategic Applications of Classical Conditioning

Three basic concepts derive from classical conditioning
1) Repetition:
Khaadi's latest collection is a step in the right direction and features a plus-size model.
The move comes with the reveal of a new pret line alongside a campaign that says
#NowOrNever — one that seems to be doing particularly well following the publicity of
'Khaadi x Esra'.

2) Stimulus Generalization:
Product line extensions:

By 2002, it was manufacturing female’s wear, and by 2008, it had grown into female’s
luxury wear with the launch of Khaadi Khaas. Khaadi transformed into a huge retail brand
in 2012, when it planned to grow with the client and launch vibrant lawn prints. It launched
furniture, bags, bed sheets, shoes, and accessories.

KHAADI COLLECTION
READY TO WEAR
1. Pants
2. Shalwar
3. Tops
4. Bottoms
5. Dupatta
6. Camisoles
7. Stoles
8. Kurta
9. Kurta Pants
ACCESSORIES
1. Bags
2. Earrings
3. Rings
4. Necklace
5. Face Masks
6. Wallets
7. Sunglasses
8. Perfumes
9. Mist

Product category extensions:

Khaadi X Esra is an enthralling collection of exuberant styles, soft and bold hues,
eye-catching prints, and embroideries embellished with dazzling ornamentations.
Khaadi creates this unique collection of embellished dresses for every winter
occasion.
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3) Stimulus Discrimination:
The competition for legacy brands comes mainly from prêt-heavy fast fashion
brands, such as Khaadi, Sana Safinaz and Sapphire. Add to this mix a host of
smaller brands like edenrobe, Élan and other up and coming brands.

Behavioral Learning
Behavioral learning focus on how we respond to events or stimuli rather than emphasizing
what motivates our actions. These theories provide an explanation of how experience can
change what we are capable of feeling.

Classical conditioning:
On visiting any store of Khaadi around Pakistan you can get everything like women and
kids clothing to bags, clutches, Sunglasses, Perfumes, bed sheets, fitted sheets, kids
bedding, bathrobes, bathmats and many more products. When you can visit any Khaadi
store, so you are able to get many products under one roof. To display its new range of
collections Khaadi has been sponsoring fashion shows and events with innovative designs,
superior fabric, and excellent variety of colors. Its in-house magazine and online
marketing are world class. With the intention of making it a global brand Khaadi has
designed an updated and informative website to exhibit a wider range of product
extensions ranging from fashion fabrics to home accessories.

Instrumental Conditioning:
Khaadi offers variety of products but the first thing that comes in our mind when we think
about Khaadi is clothing for Women’s. Khaadi have developed several sales and
marketing techniques based on the principles of instrumental conditioning and
specifically positive reinforcement. Each of these commonly known tactics encourages
consumers to be loyal, frequent, and high-spending shoppers.

 Discounts
 Free Vouchers
 Giveaways

Cognitive Learning
Cognitive learning is an active style of learning that focuses on helping you learn how to
maximize your brain’s potential. It makes it easier for you to connect new information
with existing ideas hence deepening your memory and retention capacity. The ability of
the brain’s mental processes to absorb and retain information through Khaadi experience,
senses, and thought is known as cognition. When you use khadi brand these are the things
going on in your brain, such as status, attention, learning, problem-solving, perception,
among others.
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Reinforcement:
Positive response: Khaadi ads showing clothing dresses with full attire so that when
consumer will dress up she will look like model so encourages positive reinforcement.

Extinction and Forgetting:

Khaadi at time to time launch its new products in differnet seasons. Customers didn’t
forget khaadi.
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Khaadi Questionare:
Gender*
Male
Female
1. Which age group you belong to?*
a) 15-22
b) 23-30
c) 31-38
d) 39-50
e) Above 50

2. What do you prefer?

a) Online shopping
b) Traditional shopping

3. Which brand do you prefer when shopping for clothes?

a) Khaadi
b) Alkaram
c) J.
d) Limelight
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e) Gul Ahmed
f) Other

4. Which brand has the most variety of products?

a) Khaadi
b) Alkaram
c) J.
d) Limelight
e) Gul Ahmed
f) Other

5. What are the sources of ‘Khaadi ‘brand information? (New arrivals, sales, new outlet etc)
a) Family members
b) Tv ads
c) Social media
d) Website
e) Others ________________

6. How long have you been a customer of Khaadi?

a) Since 1 year
b) Since 2 years
c) Since 5 years
d) Since 10 years
e) Never

7. What product line you prefer most in khaadi ?

a) Khaadi Clothing
b) Khaadi Kids
c) Khaadi Khaas
d) Chapter 2 products
e) Home accessories
f) Khaadi fragrances
g) Other accesories

8. What is your first consideration when purchasing clothes from Khaadi?

a) Colors and Design
b) Brand Popularity
c) Value for money
d) Good Quality Fabric
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9. Suppose you enter Khaadi outlet what do you prefer first

a) Discounted products
b) Full price products

10. To what extent Khaadi products been successful to meet your needs?
a) To the fullest extent
b) More than 80%
c) 50% - 80%
d) Less than 50%

11. How much money do you spend on buying products from khaadi per month?
a) Less than 3000
b) 3000 – 8000
c) 8000 – 15000
d) More than 15000

12. Are you a loyal customer for the products you buy from Khaadi? (If price increase)
a) Yes always, I stick to the same products
b) Never, I keep experimenting with new brands
c) Only for Quality products

13. Wich is the best season you prefer only Khaadi?

a) Winter
b) Spring
c) Summer
d) Eid Collection

14. How much importance do you give to each of these parameters on a scale of 1 to 5 before
making purchase from Khaadi? (1: lowest, 5: highest)
a) Price _____
b) Aesthetics ( Looks, colors, fit)_____
c) Quality_________
d) Comfort________
e) Advertising and promotion______

15. How do you perceive yourself while wearing Khaadi?

a) Independent
b) Stylish
c) Fun Loving
d) Cool and Funky

16. Which best describe you last visit at outlet?

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MALIK MANSOOR KABANI

a) Very Delightful
b) Delightful
c) Good
d) Average
e) poor

17. Are you satisfied with online store?

a) Very satisfied
b) Satisfied
c) Not satisfied
d) Average

18. Do you prefer Khaadi for gift purpose?

Product please specify_______________

19. Which of the Khaadi product you recommend to other?

a) Khaadi Clothing
b) Khaadi Kids
c) Khaadi Khaas
d) Chapter 2 products
e) Home accessories
f) Khaadi fragrances
g) Other accessories
20. Have you use Khaadi mist/mask?
a) Yes
b) No

21. What do you feel after using mist/mask?

22. Which of the Khaadi outlet has more variety? (one roof one solution for you)
Please mention the area and city*

23. What is your recommendation to Khaadi?

a) More discounts
b) Product cost should be low

24. Any product you want that Khaadi should add in its product line
Please specify (Optional)___________

25. Do you use Khaadi new launched products?

Yes/No
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Scale ( 1 – 7 ) Strongly Agree – Strongly Disagree

Questions:
H1: Price consciousness has direct relation with purchase intention of customers.
H2: Price consciousness has direct relation with store image.
H3: Store image has direct relation with purchase intention of customers.
H4: Store image mediates the relationship between price consciousness and purchase
intention of customers.
H5: Brand image has direct relation with purchase intentions of customers.
H6: Brand image has direct relation with Store image.
H7: Store image mediates the relationship between brand image and purchase intention of
customers.
H8: Perceived risk has direct relation with purchase intentions of customers.
H9: Perceived risk has direct relation with Store image.
H10: Store image mediates the relationship between perceived risk and purchase intention
of customers.