Demographic factor analysis:

Nabila Yellow Sailor Avanza

Gender

Male 1 3 4 0

Female 3 4 2 3

Age

Below 15 0 2 1 0

15-30 2 5 3 3

31-45 0 0 1 2

46-60 0 0 0 0

Above 60 0 0 0 0

Education

SSC/ O-Level 0 2 1 0

HSC /A-Level 1 2 2 1

Undergraduate 2 4 3 2

Graduate 0 0 1 2

Occupation

Student 2 4 5 3

Businessmen 2 1 0 3

Service Holder 0 1 2 1

Homemaker 0 0 0 0

Average family

income
 Less than 15000 0 1 1 0

15001-50000 1 2 1 1

50001-70000 1 2 0 1

70001-100000 2 1 2 2

Above 100000 0 0 0 2

Gender:

Number of people Percentage

Male 8 40%
Female 12 ^0%

Total 20 100%

Age Group:

Age group Number of people Percentage

Below 15 3 15%
15-30 14 70%
31-45 3 15%
46-60 0 0%
Above 60 0 0%

Total 20 100%

Education:

Education Status Number of people Percentage

SSC/ O-Level 2 10%

HSC /A-Level 4 20%

Undergraduate 11 55%

Graduate 3 15%

Total 20 100%
Occupation:

Occupation Number of people Percentage

Student 9 45%

Businessmen 6 30%

Service Holder 4 20%

Homemaker 1 5%

Total 100%

Average family income:

Average family Number of people Percentage

income

Less than 15000 2 10%

15001-50000 4 20%

50001-70000 5 25%

70001-100000 7 35%

Above 100000 2 10%

Total 20 100%

Psychological factor analysis:

What comes to your mind when you hear the name of ‘Avanza’?

Particulars Number of People

Expensive 7

Available 1

Unique design 4

High status 6
 Attractive packaging 2

Comfortable 0

Total 20

What factor plays the most important role when you choose an apparel brand?

Particulars Number of People

Price factors 3

Availability 3

Design 4

High status 2

Packaging 1

Comfort 7

Total 20

Rank the following brands according to your preference

Brands Total value Average Score

Sailor

Nabila

Yellow

Avanza

Influencing Behavior

How do you know about ‘Avanza’?

Particulars Number of people

Online advertisements 3

Friends 6

Social Media 9
 Family 2

Total 20

Who pursue you the most to go for shopping?

Particulars Number of People

Self 8

Advertisement 4

Family 1

Friends 6

Relatives 1
Total 80

Which TV channel do you usually watch?

Channel Name Number of People

MTV 8

Star Plus 5

Somoy TV 0

T – sports 4

Gaan Bangla 3

Total 20

Most of the customers (38%) are now watching sports channel Star sports because of Indian Premiere
League. We also have potential number of customer who love music, drama and nature.

What do you do in your leisure time?

Particulars Number of People

Facebooking 8

Watching TV 2

Hangouts with friends 4

Gaming 3
 Sleeping 2

Cooking 1

Total 20

How much time do you spend on social media on an average in a day?

Time Number of People

Less than an hour 0

1-2 Hours 3

3-4 Hours 11

5-6 Hours 5
More than 6 hours 1

Total 20

Level of agreement regarding “AVANZA”

statement Strongly disagree neutral agree Strongly agree

disagree

I love the 2 3 2
design of
“AVANZA”

AVANZA is 1 5 1
expensive

I LIKE AVANZA 2 4 1

Affective component:

Level of agreement regarding “AVANZA”

statement Strongly disagree neutral agree Strongly agree

disagree
I love the 1 2 3 1
 design of
“AVANZA”
AVANZA is 1 5 1
expensive
I LIKE AVANZA 1 1 3 1

Cognitive component:

Particulars Number of People

Price 1.8

Design 2.5

Status 2

Trending 1.5

Style 1.7

Packaging 0.7

Comfortable 3.5
Appearance 2.7

Behavioral component:

I usually go to _____ designer clothing store

particular No of people percentage

Yellow 5 25%

Nabila 3 15%

Sailor 9 45%

Avanza 3 15%

Total 20 100%

Last time I went to _____

 particular No of people percentage

Yellow 5 25%

Nabila 3 15%

Sailor 9 45%

Avanza 3 15%

Total 20 100%

Probability of going “AVANZA” next time

statement No of people percentage

Definitely I will go 1 5%

May or may not go 8 40%

Probably I will go 7 35%

Probably I will not go 4 20%

total 20 100%

Self concept

Criteria 1 5 4 3 2 1 Criteria 2

Traditional 2 2 2 Modern

Formal 1 1 Informal

Organized 1 2 Unorganized

Youthful 2 3 3 Adult

dominating 1 1 submissive

attributes sum average

traditional-modern 6 0.3

formal-informal 3 0.15
organized-
unorganized 3 0.15

youthful-adult 6 0.3

dominating 2 0.1

total 20