1

FINAL PROJECT OF CONSUMER BEHAVIOUR

Department of Management Science
Submitted To
Dr Farhina Hameed
Submitted By

Syed Abbas (2192106

Akbar Ali (2192091)
Adeel Saleem
Roll Number
2192106
Class
BBA 6th (B) Evening
1
Page

1
 2

Contents
About the Company....................................................................................................................................3
Objectives....................................................................................................................................................4
Determining Target Market:....................................................................................................................4
Retarget Customers:................................................................................................................................4
Role Female Influencers:.........................................................................................................................4
Engage with the Audience:......................................................................................................................4
Future in Rural Areas:..............................................................................................................................4
Bonanza Products line.................................................................................................................................5
Buyer Behavior............................................................................................................................................5
Return & Exchange Policy............................................................................................................................6
WHO CAN APPLY FOR THE RETURN?.......................................................................................................7
HOW TO APPLY FOR RETURN?.................................................................................................................7
WHEN WILL IT BE PROCESSED?...............................................................................................................7
Consumer Perspective about Bonanza Satrangi..........................................................................................8
Privacy Policy.............................................................................................................................................10
Shipping Information.................................................................................................................................10
Domestic Delivery..................................................................................................................................11
Tailor Made Delivery.............................................................................................................................11
Delivery Charges....................................................................................................................................11
SWOT Analysis...........................................................................................................................................11
Strength:................................................................................................................................................11
Opportunity:..........................................................................................................................................11
Threats:.................................................................................................................................................11
Bononza Marketing Strategies...................................................................................................................11
Bonanza COMPETITION WITH OTHER BRANDS.........................................................................................12
Category Challenges..................................................................................................................................12
Trends:...................................................................................................................................................12
Trust:.....................................................................................................................................................12
Digital Space:.........................................................................................................................................12
Brand Problems.....................................................................................................................................12
2

Environmental Context..............................................................................................................................12
Page

Past Information and Forecasts.................................................................................................................13

2
 3

Economic and Legal Environment.............................................................................................................13

Marketing and Technological....................................................................................................................13

Bonanza has been a prominent name in the

fashion retail industry of Pakistan for over 30 years.
One of the oldest brands in the textile arena, Bonanza
has stayed relevant amongst its audience
even when the dynamics of the industry have changed
quite drastically. Earlier considered a
specifically men’s premium quality clothing line,
Bonanza has expanded its portfolio to women
and children’s apparel too.
Originally established as Bonanza Garment Industries in 1976, Bonanza has grown
from a
manufacturing entity into a national fashion retailer with more than 80 stores across the country.
Apart from its iconic men’s collections, Bonanza also targets women under the
3

signature
Page

Satrangi brand name. The company has forged successful relationships with leading designers to

3
 4

create some of the unique prints and designs available to consumers. Maheen Karim and Sanam
Chaudri are just two of the names that Bonanza has collaborated with over the years.
Bonanza’s current product line stretches across a variety of categories including men’s formal
suiting, shalwar kameez and sweaters. Amongst the full range of products available for women,
there are both unstitched and ready to wear prints that are updated from time to time under
banners of seasonal collections.
Having the privilege of being one of the oldest brands in the country, Bonanza has a large and
loyal clientele that frequents their stores making them one of the most successful brands in the
history of Pakistan. The company repays this trust from customers by staying at the forefront of
innovation in terms of designs and product quality.

About the Company

Established in 1976, Bonanza Garments started its operation with only a handful of machines
and individuals. Bonanza Garments is the most successful, widely recognized and often imitated
clothing products in the history of Pakistan apparel industry. Over successive generations,
Bonanza Garments have secured the attention, imagination and loyalty of diverse consumers. At
the time when Bonanza was established, not many people wore ready-made clothes in Pakistan.
Traditional tailor’s stitched clothes were more popular. Today almost everyone goes for ready to
wear clothes. In today’s fast moving world no one has the time to visit the fabric shop and
purchase suitable material, think of or select a style and then give it to the tailor and wait hoping
for the best. With Bonanza’s large selection, one can just walk into one of House of Bonanza out
let and pick up ready-made clothes for the entire family. Clothes that are in tune with the latest
fashion and are reasonably priced. The ready-made garment manufacturers are armed with
scissors and seam, fabric and flair have won the wardrobe war and there is no doubt that
Bonanza is one of the conquerors in this war.

Objectives
Brand need to adopt a three-pronged strategy. Engage consumers through sensory or experiential
cues; create brand interactions which resonate with consumers and create emotional experiences
and portray the brand as a means to fulfill a desire.
Determining Target Market:
First step is to identify that what the brand is targeting for as Bonanza Satrangi is a brand that is
based on women clothing. Bonanza’s target audience is SEC A and B people over 20 to 45 years
old, however Satrangi was aimed at a younger generation and our communication had to have a
young feel. So we will use the following strategy to create Brand Awareness among the
customers.
Retarget Customers:
We can retarget the customers by displaying the reminder ads by which the customer will recall
the product that they recently saw on Bonanza Satrangi website. This strategy give brand an
effective retargeting campaign.
Role Female Influencers:
4

Recently Bonanza Satrangi launched a campaign on women’s day. To execute this campaign, 5
Page

well known women from different professions were chosen. The advertisement was then

4
 5

designed in such a way that it seamlessly portrays a transition from regular women to women
who are breaking barriers and making moves in their own respective professions. The marketing
of this campaign is also done in the form of billboards around the country, articles and
advertisement of T.V and digital media. The objective of this campaign was to drive awareness
around struggles and roles of a woman in their respective professions and the society while
connecting it to a fashion revolution for International Women’s Day. The campaign received
enormous appreciation on all the platforms for showing how one woman can have different sides
to her life. The result of this campaign is 45%increase in organic reach.
Engage with the Audience:
As you know that brand loyalty begins with the engagement with your customers. To create a
better Brand awareness we will constantly engage with our target audience (women’s) it will
help to improve the perception of our brand. We will engage with them by running a contests and
Giveaways on Facebook and Instagram. This enhanced sense of community is what helps drive
further sales.
Future in Rural Areas:
The attraction in moving further afield is because there are too many brands in the urban centers
(hence stronger competition) and the second- and third-tier cities offer more opportunities for
growth. For example, Sana Safinaz have recently established an outlet in Swat, while Zell bury
have opened five stores in Lahore and Karachi (they do not have a presence in Islamabad yet),
while choosing to locate their remaining 23stores in smaller cities such as Daska, Khanewal,
Mardan and Muzaffarabad, Another reason is the fact that the people living in these cities and
towns have substantial purchasing power, mainly due to the phenomenon of foreign remittances.
In fact, Bilal Ghani, Executive Director, Gallup Pakistan, estimates that approximately 1.5
million families (eight million people) are directly dependent on remittances from overseas and
that brands which target this segment “have a significant chance of prospering.”
Hanif Bilwani, CEO, Bonanza Satrangi, in his interview, adds that due to the rupee’s
devaluation, the spending power of this small, yet significant proportion of people has increased
even further.

Bonanza Products line

Bonanza caters to both men and women with its multitude of products. On the women side, it
offers both read to wear (Pret) and unstitched collections as part of collections they release
throughout the year along with basics and other accessories. For men, they offer both eastern and
western wear along with special occasion garments like wedding sherwanis. Their signatures
waters for both genders are still their signature offerings, now available in different styles. They
even entered the personal care and beauty products market by introducing their very own range
of perfumes and body mists. Within the national apparel industry, Bonanza’s main competitors
are Khari, Junaid Jamshed’s J., Gull Ahmed, Sapphire, Generation, Al Karam and Sana Safinaz.
Most of these competitors provide products at different prices like Bonanza itself, however, all
have their own brand and are known for specific aspects like Sapphire for its kurtis, Sana Safinaz
for its innovative designs albeit being a bit more on the higher price spectrum and Khaadi for
value for money, wide availability, relative affordability for the masses and always creatively
inspired. Competitors like Khaadi and Sana Safinaz uses social media and actively engage with
5
Page

their customers to keep them well informed about their latest offerings. Furthermore, their pg.
advertisements are always creative that keeps the viewers interested, something that Bonanza has

5
 6

started to do recently as well to attract the relevant segment of customers for every
new collection they launch from time to time.

Buyer Behavior
When a decision is made by the consumer while buying, many factors in their
mind can influence their buying pattern such as social, cultural, price perception and even
psychological factors. Furthermore, quality and service are also two of such
elements which can make contributions to consumer buying. Fashion industry mostly focuses
on people from urban areas as they can afford their branded items more easily and would realize
the worth of the brand they wear. That is why you have seen many outlets opening nearby your
locality as people are more conscious and want to spend more on their clothing. As particular
target market for bonanza is Sec A and B, their prices are less than that of Gull Ahmed, Khari, J.
but still not able to convert that into sales. Although Bonanza Satrangi is creating its value in the
market, it needs to cover a lot of ground before it’s able to capture the market that other
contemporaries have been able to capture.

Return & Exchange Policy

 No cash refunds.
 You can request an exchange by sending us an email at orders@bonanzagt.com
along with your Order ID. Product (s) can also be exchanged from the Bonanza
Satrangi retail outlets within 07 days from the date of purchase. Please note that
6

the product must be unused and unaltered with the price label intact along with
Page

the purchase receipt..

6
 7

 Products purchased on sale or during promotions cannot be exchanged, returned

or refunded.
 Due to the differences in color monitors/screens and lighting used during photo-
shoots, the exact color or texture of the final item may slightly vary from what is
seen on screen, therefore products cannot be exchanged for this reason. Exchange
or refund of any product(s) will take place, if the product(s) received has any
manufacturing defect.
 We have a ‘No Refund’ policy. However, refunds may be allowed in exceptional
cases where the product is out of stock or has a manufacturing defect.
 If any product purchased at full price goes on sale it will be exchanged at the
marked down price.
 Currently, we do not offer any refunds or exchanges for international online
orders.
 Please note that in case of credit card payment, you will receive your refund after
the defected product has been returned and processed. Payment refund can take
up to 15 working days from the time we have received returned goods.
 Beauty and Fragrance items cannot be exchanged or returned.

WHO CAN APPLY FOR THE RETURN?

In the event you are unsatisfied with the product you purchased and would like to replace it, you
are most welcome to send back your purchase to our E-commerce store by contacting us via
email at orders@bonanzagt.com within 10 days of the delivery date.
You can claim for the return or exchange policy if: 
 The product is damaged, stained, defected or incomplete.
 The product/s must be unused, in the original packaging with labels and protective
stickers attached.
 The product received does not match the size ordered.

HOW TO APPLY FOR RETURN?

 To return an item, please email us at orders@bonanzagt.com with the return

reason and order details
 Please note that you are responsible for the cost of returning the items to us.
 Once our customer support team approves the return you will be requested to
send the parcel to, Ecommerce Department, Bonanza|Satrangi Pvt. Ltd., Head
office, 17/1 SECTOR 24 KORANGI INDUSTRIAL AREA KARACHI
7
Page

7
 8

WHEN WILL IT BE PROCESSED?

 We aim to process all returns with 5-7 working days of receipt.

 During busy periods please allow up to 14 working days for your return to be
processed.

INTERVIEWS PICTURE:

Consumer Perspective about Bonanza Satrangi

The questions we asked from customers

1 You are loyal with this brand?

The frequent consumers said that yes we are loyal with this brand and we are satisfying with the
product too. But some of customers said that we are not loyal with this brand but due to quality
and wide range of variety we are shopping from Bonanza Satrangi.

2 why you choose this brand over others?

Most of the customer’s answer is because of low prices and the brand image of the Bonanza
8

Satrangi its reputation in the market. They further described the flexibility of the brand and
Page

product like considering the trend and innovation and products are up to date.

8
 9

3 Where did you get information about new product?

The customers said that we are frequent buyers of Bonanza Satrangi so that we receive
promotional messages as well as from social media we have come to know about sales or
seasonal sales. They also said that we are often visiting their website for checking the reviews
about products which also help us to gain knowledge for new product.

4 Will you recommend this brand to your friend family or else?

Most of the customers yes we are already recommending this brand to our friends and family
members. It’s too comfortable and pocket friendly as compare to its competitors. So we will
recommend this to other as well to come here and check or try it for once.

5 what additional products do you want to see in this brand?

Some of customers said that we want to see the perfumes as an additional products in this brand.
Some of customers said we want to see friendships band as an additional products in this brand.

6 would you buy this product again?

Yes we are frequent customers of Bonanza Satrangi and we will buy the products from Bonanza
Satrangi but Bonanza Satrangi should offer some variety in Pakistan as they offering in Dubai,
UAE etc. The product of Bonanza Satrangi the are worth wile and have a long time span.

7 If price will rise what will your response?

Yes we will stay with this brand if price rises slightly as we are here for the quality not for the
price so little increase in price will have no impact on us.

8 What makes you to stay with this brand?

Basically quality and fitting Bonanza Satrangi offering makes us to stay with this brand as they
are excellent in quality ,as outfitters are consistent with their quality from a long period of time
whereas there competitors are not. Also their value addition differentiate themselves from the
competitors.

9 what comes in your mind when you hear Bonanza Satrangi?

Quality
Fittings
Pocket friendly
Reasonable pricing
9

Woth hile product

Page

Long lasting

9
 10

10 Which factor influence you to make purchase from this brand?

Quality with low prices influences us to make purchase from this brand others brand offers too
but not with reasonable prices.

11 When you get disappointed how they entertained you?

Some customers said that we never disappointed with the products and quality of the products
but some time in Pakistan Bonanza Satrangi there is same existing variety.

12 Do you visit the website of this brand?

Yes, most of the customers said we mostly visit the website to check the detail of new products
and checking the reviews of existing products.

13 How long did you know and using it?

Majority of the people said that they are using this brand from last 4-5 years before that it was
just a name that we often heard after recommendation and positive word of mouth from friends
and family I try this brand now I am satisfied with this brand and products as well.

14 How company improve its product and its position over the competitiors? Give suggestions

They can improve their product line by enhancing variety of products in Pakistani Bonanza
Satrangi and have to improve designs with the reasonable prices. They already sending the
promotional as well as sale massages to engage the customers further more they need to retain
the customers and creating the emotional bonds tp attract the new customers.

15 How do you rate this brand out of 10?

Most of the consumers give 8 points out of 10 when we asked why you cut 2 points they said that
due to low range of variety as well as same existing designs.

Privacy Policy
Bonanza Satrangi takes the online privacy of its customers very seriously and will take
reasonable measures to guard your personal data. We will take reasonable steps to maintain
appropriate safeguards to ensure the security, integrity and privacy of the information you
have provided us. Whether you register with us or use the site anonymously, the information
will only be used to fill process and ship your orders, contacting you from customer service
department, improving your browsing experience of the website and informing you of our
promotional events/activities through newsletter, messaging etc. By browsing Bonanza
10

Satrangi website, you agree to accept all our policies, which may be subject to change any
time.
Page

10
 11

Shipping Information
 Once you place an order you will receive a verification code to enter for order
confirmation if the verification code is not received, a call will be made from our
end for order confirmation.
 You may track the shipping status of your order by clicking on tracking link sent
to you via email by our Customer Support Department.
 Cash on delivery orders will be cancelled if they are not confirmed via
verification code/call within 3 days of order placement.
 We reserve the rights to cancel the orders any time before the order is processed,
reasons may include: Out of stock items, pricing or technical errors.
 For International orders, free shipping on orders above USD 150.

Domestic Delivery
3-5 working days

During Sale Period Orders may be delivered in 5-7 working days.

Tailor Made Delivery

Tailor Made orders will be Delivered within 10-12 Working Days

Delivery Charges
Charges of international orders are calculated based on the destination and the weight of your
shipment. Duties and taxes are most typically not included in the price of the goods you
purchase online, and might not be included in the overall shipping costs you pay. Also,
please ensure to check the Duty charges (if any) of your shipment as the duty charges will be
payable to the courier company at the time of the delivery.

Please note that international orders may be subject to taxes & duties and will be
responsibility of the customer. Any applicable duties or fees (If any) will be collected at the
time of order delivery.

SWOT Analysis
Strength:

 Highly reputed company well known to people.

 Good quality products.

 Positive perception.
11

 Experience able staff.

Page

11
 12

Opportunity:

 Other companies import their goods from local companies or from countries that’s
their weakness. We prepare our own product that is our opportunities.

 Penetration into other markets.

Threats:

 Increasing price

 Private labels.

 Local brands development.

Bononza Marketing Strategies

Marketing is the best option of making awareness in customers and satrangi use this option very
intelligently they use actress and attractive prices and sales for their customer. They use various
platform for their marketing like social media and TV channels. Bonanza Satrangi is a brand that
builds its social media content being completely based on the interest of its current and potential
customers.

Bonanza COMPETITION WITH OTHER BRANDS

There are many more competitor of Bonanza like Khaadi, Al Karam
and many more so ,it’s very difficult to provide best designs and prints in reasonable rates that
can be easily afforded by customer so getting high attention towards us we put discount sale on
which we not every time get profit but also faced many losses like less profit, shortage of
demanding clothes and many others. To overcome from its competitors they build trust in the
customers by providing finniest quality in their reasonable rates and their cloths life spawn is far
better than their rivals.

Category Challenges
When it comes to fashion apparel, the consumers seek to connect with the brand and their
mindset. This connect needs to be depicted through the communication of the brand in order to
stay relevant to the audience or else it is very easy for them to switch to any other brand as this
category is price sensitive and revolves around the latest fashion prints and consistent fabric
quality.
Trends:
12

Keeping up with trends, preferences and cultural factors that shape the collective mindset of the
audience.
Page

12
 13

Trust:
Bonanza Satrangi can lose customer trust in such a cluttered industry, where several brands are
competing to sell their similar product to the same audience. As a result of high number of good
quality brands in a market it is very challenging to acquire a customer back once he/she loses the
trust.
Digital Space:
The brand is already doing well on the digital medium but in order to disrupt the market and gain
attraction in the eyes of the Target Audience (TA) they need to create ground breaking
campaigns that allows them to distinct themselves from other brands.

Brand Problems
As many people are staying at home, there is less emphasis on getting dressed. Likewise, many
people make clothing purchases ahead of special occasions, such as weddings and vacation, but
as many of these events have been canceled or postponed the impetus to buy new clothing is no
longer there. Layouts, furloughs and pay cuts are also affecting sales.

Environmental Context
During the last one decade, Pakistan has shown a rapid advancement in Fashion industry. Style
of the past have now become obsolete and innovativeness is the key to sustain
in this contemporary ever evolving fashion environment. Fashion is being promoted through
different models and celebrities who make an impact on the minds of the consumer. As
consumer is a rational individual, so thorough examination and much research is required to
meet customer wants and superseding their satisfaction levels. Consumer feedback is also a key
factor behind the success of many brands which help them to mound their product as per the
requirements of different segments of consumers.

Past Information and Forecasts

Bonanza has been an illustrious brand in the fashion industry that possesses an extensive variety
for all adults. However, here is where their main problem lies, their main target audience is
adults instead of youth. It has been noted through different research studies that people who areof
ages 45 and above have capricious nature in terms of their brand loyalty. In comparison between
young millennial of ages 18-34, are more brand loyal. As our study is on Bonanza, according to
their management team and assessing their whole brand, they lag behind in catering to the young
millennial market. Their customers are older and usually they prefer bonanza over others because
they grew up with this brand. They have been doing above the line advertising so that they can
cater to a larger segment of the market and make the presence known in that market of younger
audience. They have been striving hard to change the brand perception and recently Bonanza
Satrangi has been the imminent example of it through which they are exhibiting their new
13

strategy to target the important younger demographic market.

Page

13
 14

Economic and Legal Environment

The growth of any company depends upon value creation in the minds of the consumer and how
lucrative business they have been doing. Efficient utilization of their resources creates avenues
for further expansion and is also a productive factor which complements success. But above all is
the economic stability of that particular country in terms of government support and barriers to
entry for more pervasive competition (mostly external) which hampered the business progress
which includes tax and tariff issues and restriction in terms of working environment. Last two
decades have been a hard time for Pakistan in terms of law and order situation. Most of the
textile industry from Karachi has switched to Bangladesh which negatively affected the overall
industry. Moreover, there was a substantial decline in Foreign Direct Investment and export. But
a new government has come into power the promise for growth in every sector. Recently, the
new budget has also been announced in which they have provided compensation in the tax relief
policy for the exporter of Pakistan. So, this is a positive move for bonanza and many other
brands to help them evolve and even grow into international markets.

Marketing and Technological

Skills, we are living in the twenty-first century with rapid advancement in industry mechanics as
well as many other domains of life. The fashion industry has shown a rapid
boom concerning technological progress. With the advent of online shopping, sales of
renowned brands have been raised to a greater extent. In Pakistan, sales of clothing items of men
and women both have shown faster progress. People are more conscious about what brand to
wear. We have seen a rapid innovation in this fashion industry with customized clothes for men
and women; being produced in quick succession and sold via online sources and retails outlets
both. Bonanza has been using conventional marketing practices along with newer more youth
friendly platforms such as social media marketing, online web, and TVC to promote their
products.

14
Page

14
15
15

Page 15
16
16

Page 16