Group No.

11
Consumer
Behaviour Faseeh Ahmed
Mohammad Danish Khan

Project for Muhammad Ali

Hiba Asim

Attir Laiba Jawad

 To what extent do modern day eco-
friendly practices, product quality and
customer service have an impact on the
repurchase intentions of the consumers
and what is the relative importance of
these factors?

Research Question
 Primary Research:
Methodology Interview with founder
Many different sources of data collection
Exploring company's social media pages
were used to get the best overall
information. Focus group

Survey

Secondary Research

Literature Review

Limitations

Time

Sample size and variation

The Industry

The textile industry is the fastest

growing and the most profitable

Overview industry in Pakistan

The pandemic has caused a rapid

increase in e-commerce traffic.

This industry has low barriers to entry

hence a lot of competition.

The industry is constantly evolving due

to technological advancements.
Company One of Pakistan's booming fast fashion

Overview brands

No brick-and-mortar stores (operates

entirely online)

Targets people in the 16-30 age

bracket

Is very consumer centric

Consumer Buying 77% prefer

quality over
Behavior: price

Both low
Few
and high
differences Dissonance Buying Behavior
involvement
between
brands

Heavily
influenced
by digital
marketing
Consumer Buying Process:
Need Information Evaluating Purchase Post-Purchase
Recognition Search Alternatives Decision Dissonance

Seasonal Family and Comparison of Customer Satisfaction

changes friends quality reviews level
Changes in Social media between Pandemics like Customer
trend pages and competitors Covid-19 Service
Change in size influencers Comparison of Follow up
Need created Website of prices during emails
by Marketers brand sale or targeted online
Past otherwise ads to reduce
Experience dissonance
Eco-Friendly Practices
Insights and Recommendations
80% + Attir should highlight their eco-friendly efforts more and
People are either
indifferent or are not
impacted by eco- highlight the impact they are making.
friendly practices as
consumers
Since around 30% of consumers do not want to pay extra for

30% eco-friendly practices, Attir should not drive up the cost

People do not
want to pay extra without spreading awareness.
for eco-friendly
initiatives
At the moment only low-cost eco-friendly initiatives should
be taken up by Attir.
Eco-friendly
Since people are mostly indifferent, Attir should test the
practices have a
very weak impact
on repurchase market response before fully integrating eco-friendly
behaviour
practices into their business.
Customer Service
Insights and Recommendations
High-quality packaging is the least important for consumers
63%
People said having a out of all the options so more focus should be done on the
convenient return
policy is important
product.
The website should be well-structured and tested regularly
59%
people want a for how consumers interact with it.
well-
structured There should be a feedback option on the website for
websits
customers to let Attir know if there is some problem with the
Customer website or layout.
service has a
strong
positive effect
Short delivery time and competent salesperson
on consumer
behaviour representatives are key to getting repeat purchases.
Product Quality
Insights and Recommendations
87% Since people are willing to pay a higher price for a higher quality
People prefer
product, it may be more profitable to increase prices slightly and
paying more for
a high quality
provide better quality
product

They should look at trends of their target market and be quick to

Higher price pounce on any changes in those trends.

does not matter
if the quality is There should never be a compromise on the quality of the product
great
They may introduce certain new products which are more
expensive and more superior quality than the current lineup and
Product
Quality has a test the market response
strong
positive effect They should stick to minimalistic designs
on repurchase
behaviour
 Other
Recommendations
A more interactive website
Online chatbot service
The ability to make an account so as to increase repeat purchases
Benefits of repurchasing such as a points system
Better promotional offers for members