EAST WEST UNIVERSITY

Consumer Perception on “AVANZA”

Course Name: Consumer Behavior
Course Code: MKT 410
Section: 02
Submitted To
MD. Farhan Faruqi
Assistant Professor
Department of Business Administration
Submitted by
Name ID
Farhan Rafique 2019-1-10-031
S.M Shahriar Kabir 2018-3-10-088
Jannatul Mawa Joya 2019-1-10-128
Nuzhat Anjum Nomi 2019-2-10-117
Md. Ashfaque Hossain 2016-1-10-015

Date of submission:
1 January 2023
 Letter of Transmittal
Md, Farhan Faruqi
Assistant Professor,
Department of Business Administration
East West University
Aftabnagar, Dhaka-1212, Bangladesh

Subject: Submission of Term Paper.

Dear Sir.
It gives us immense pleasure in submitting to you the term paper on “Consumer Perception on
Freeland”. While preparing the term paper, we closely focused on the topic and tried to
assimilate and to provide the most complete information available. We believe that it will
provide you a clear scenario of the topic.
We thank you for allowing us to do a term paper on this topic. This will give us an experience
which
We can use in our professional life. We will be always available for any further queries and to
answer any questions in this report.
Sincerely,
Farhan Rafique
2019-1-10-031
On behalf of the group
Acknowledgement
We would like to express our sincere gratitude and appreciation to all those who have helped us
and given us the opportunity to complete and publish this report.
First of all, I would like to thank Mr. Md. Farhan Faruqi, our Distinguished Academic Assistant
Professor in the Department of Business Administration, East-West University, for giving us the
opportunity to observe and analyze such an interesting subject. I think that I want to do it. We
provide valuable advice when needed. Furthermore, I would like to express my gratitude to
everyone who contributed to this. Our group members also thank each other. Each member made
equal effort to conduct this study according to the guidelines.
Contents
Introduction .................................................................................................................................................. 7
Origin Of the report .................................................................................................................................. 7
Objective of the study ............................................................................................................................... 7
Scope of the study .................................................................................................................................... 7
Limitations................................................................................................................................................. 7
Methodology ................................................................................................................................................. 8
Primary Sources: ....................................................................................................................................... 8
Secondary Sources: ................................................................................................................................... 8
Company profile............................................................................................................................................ 9
Profile of the Target Market ......................................................................................................................... 9
Analysis of the Consumer Behavior towards Avanza.................................................................................. 10
Demographic Factors Analysis .................................................................................................................... 11
Age: ......................................................................................................................................................... 12
Gender: ................................................................................................................................................... 13
Education: ............................................................................................................................................... 15
Occupation: ............................................................................................................................................. 15
Income .................................................................................................................................................... 16
Psychological factor Analysis ...................................................................................................................... 17
Influencing behavior ................................................................................................................................... 20
Perceptual mapping .................................................................................................................................... 25
Affective Component: ................................................................................................................................. 26
Cognitive Component ................................................................................................................................. 26
Changing Cognitive Component ................................................................................................................. 29
Behavioral component ................................................................................................................................ 29
Learning through conditioning: .................................................................................................................. 32
1. Operant Conditioning.......................................................................................................................... 32
2. Component Consistency ..................................................................................................................... 32
Self-concept ................................................................................................................................................ 32
Conclusion ................................................................................................................................................... 33
Reference .................................................................................................................................................... 33
Executive summary
Avanza has entered the fashion scenario of Bangladesh, bringing a whole new sense of design and
style to the younger generation. Avanza's vision is to set the standard for youth fashion that
expresses freedom, joy and passion through innovative design ideas, use of color and quality of
elements. As a brand, Avanza has already established itself as a symbol of youth passion and
reflects the spirit of Bangladesh's younger generation making positive changes everywhere.
To understand consumer perceptions of apparel brands, we conducted a survey of 100 people with
various psychographic and demographic his profiles to understand, analyze and evaluate their
relationships with key influencers. , examined.
We then recommend how Freeland maintains a good relationship with its consumers and how this
is important to being a sustainable leader in a highly competitive market.
Introduction

Origin Of the report

The report was given to us as part of the requirements of the “Consumer Behavior” (MKT 410) of
Bachelor of Business Administration Program of East West University. Our course instructor Md,
Farhan Faruqi, Assistant Professor, Department of Business Administration, East West University
has assigned us this report as a part of the course. Sir has authorized the task of writing this report
on group basis.

Objective of the study

• To get an absolute clear knowledge and understanding of the application of consumer behavior
theory in real life.
• Finding out necessary information to conduct the survey and identifying relevant relationships
between variables
• Familiar with different business issues, consumer perception along with what and how to change
those in own favor.

Scope of the study

Finding out the relationship of consumer perception, attitude, psychology, and other factors about
brand like “Avanza”. We have conducted the survey in Dhaka city. It is a comprehensive study
based on a structured questionnaire survey, data collection, data calculation, people’s opinion, our
perception, and other sources. We have given our best to produce an excellent study in the given
topic.

Limitations
Since our paper includes people opinion and response, there are number of limitations and
restrictions we have encounter to complete our task, and these limitations includes:
• Not so efficient response from several participants
• Lack of knowledge on the given topic and questionnaire
• Lack of awareness about “Avanza”
• Impatience of people while filling the questionnaire
Methodology
We have used survey questionnaires and its response as our primary resource for conducting our
analysis and preparing this report. We used some reference materials to have a better understanding
of the subject along with using the internet from several matters. The raw information that we have
collected from the survey, we have analyzed and tried to find strong theoretical and statistical
relationship between consumer and the brand and represented those analysis along with
Interpretation: on this paper.

Primary Sources:
• Sample Method: Convenient Sampling
• Information Collection Instrument: Structured questionnaires for the respondents
• Sample Size: 100

Secondary Sources:
• “Avanza” official website
• Data from excel file prepared from the survey responses
Company profile

Avanza has entered the fashion scenario of Bangladesh, bringing a whole new sense of design and
style to the younger generation. Freeland's vision is to set the standard for youth fashion that
expresses freedom, joy and passion through innovative design ideas, use of color and quality of
elements.
As a brand, Avanza has already established itself as a symbol of youth passion and reflects the
spirit of Bangladesh's younger generation making positive changes everywhere. Freeland's core
brand message is freedom, change and adventure.
Unlike most other fashion startups in the country, Avanza values quality above all else. That's why
Avanza doesn't have thousands of new designs every month, despite being hugely popular among
fashion-conscious people.
As a leading fashion retailer serving a young niche of the market, Avanza is committed to offering
unparalleled quality coupled with a great sense of contemporary aesthetics. Avanza prides itself
that the products they manufacture are comparable to all major global fashion brands in terms of
design and quality.

Profile of the Target Market

A target market is a specific group of consumers that a company or organization wishes to reach
with its marketing efforts. To effectively market to this group, it is important to understand the
characteristics and needs of the target market. This may include demographic information such
as age, gender, income level and location, and psychographic information such as values,
interests and lifestyle.
Developing a detailed profile of the target market will help a company or organization to better
tailor its marketing efforts to the needs and preferences of this group. If so, you can focus on
accessible and convenient marketing instruments such as: B. Online advertising or targeted email
campaigns. On the other hand, for companies targeting the elderly,
In rural areas, traditional marketing channels such as direct mail and newspaper advertising can
be prioritized.
In addition to understanding the demographics and psychographics of your target market, it is
also important to consider the needs and pain points of this group. For example, a company
serving busy parents may focus on marketing products and services that save time or make life
easier, while a company serving health-conscious consumers may focus on marketing products
that save time or make life easier. Health can be emphasized with an emphasis on nutrition and
nutritional benefits.
Overall, having a clear understanding of your target market is a key step in creating effective
marketing campaigns and reaching your desired audience.

Analysis of the Consumer Behavior towards Avanza

The demographic environment involves people and people who make up market. This is the
reason; it is one of the major interests for marketers. Demography is the study regarding
population age, gender, education, income, and other elements in this sector. We segmented the
people in 5 sectors,
1. Gender
2. Age
3. Profession
4. Income
5. Education
 Demographic Factors Analysis
Demography is the study of human population in terms of size, density, location, age, gender,
occupation, and other statistics. The demographic environment is of major interest to marketers
because it involves people and people who make up market. Result of demographic factors found
from the survey is described below:

AVANZA NABILA YELLOW SAILOR

Gender
Male 3 7 13 8
Female 10 7 20 12

Age
Below 15 0 0 0 0
15-30 7 8 11 9
31-45 12 10 17 23
46-60 1 1 1 0
Above 60 0 0 0 0

Occupation
Student 8 16 22 4
Businessman 5 4 4 3
Service holder 2 3 4 4
Job holder 3 6 2 3
Home maker 0 1 1 0

Average Family
Income
Less than 15,000 4 6 8 9
15,001-50,000 4 3 7 6
50,001-70,000 3 6 4 8
70,001-100,000 9 5 5 3
Above 100,000 5 2 2 1

Education
SSC/O- Level 0 0 0 0
HSC/A- Level 0 0 0 0
Undergraduate 13 15 5 10
Graduate 9 6 12 15
Age:
We have surveyed people of different age group. Among these, the majority age group is 31-45
years (62%). Second major age group is 15-30 years (35%). There are also 3% people from age
group 46-60.

Age Number of people

15-30 35
31-45 62
46-60 3

Age

3%

35% 15-30
31-45
46-60
62%

Strategy
 • Here most of the customers are age of 31-45. This one group represent the whole 62%.
So, Avanza should focus on the 15-30 age people who generally go to the different
stores.
• They should start services by which they can attract the young generation as we can see
that these are the people who might be the potential majority of the market.

Gender:

Gender
Male 39
Female 61

Total 100

The majority of people are buying from Yellow with 31% among them 62% people are male and
38% are female. Most of the people are in between 15-45. Most of them are undergrad and
graduates.

Second majority of people are buying from Sailor with 28% among them 67% people are female
and 33% are male. Most of them are in between 15-30. Most of them are undergrad and currently
student.

Third majority of people are buying Nabila with 21 % and 20% people purchase from Avanza.

The majority gender is female with 61.61% and male with 39.39%.
 Gender

39, 39% Female

61, 61% Male

Strategy

• From the survey, it is cleared that the female portion is quite higher than the male ratio.

Therefore, they should target and create popularity of them among the male customers.

Because of this reason "Avanza" must focus mostly on female and try to attract

male customers.

• They can give promotional discounts, as well as new offers for the male customers on

male oriented days such as Father’s Day.

• They should make more advertisements and promotional activities to its target market. If it

fails to attract both the male and female customers, people may go to other fashion houses, as

there is a competitive market.

Education:
Education Number of people
Graduate 58
Undergraduate 42

There were four segments regarding education. SSC, HSC, Undergraduate and Graduate

student. Our majority of the respondents were graduate respondents. Who have been recently

graduated and some may enter into the workforce. It is 58% of the survey population. There were

48 students from undergraduate level.

Education

42% Graduate

58% Undergraduate

Occupation:
Occupation is the extent to which we are able to identify what our respondents do for living. This one
also one of the major factor in demography. Because it indicates how thought process works of a certain
profession regarding shopping.

Occupation Number of people

Businessman 16
 Homemaker 2
Job holder 15
Service holder 17
Student 50

Here our majority of the respondents are students. Out of 100 people, 50 % are students. 17%
respondents are service holders and 16% respondents are businessmen.

Occupation

16% Businessman
2% Homemaker
50% 15% Job holder
Service holder
Student
17%

Strategy

• They should give discounts to the students

• They should also focus on private employees and government employees as they also
representing a major portion of the market.

Income
Economic status for income is also a part of demographic factor. It defines how much a person earns. It
also indicates the spending behavior and pattern of people. To our respondents we asked about their
average family income in a month. We divided it into five portions. The majority of the respondents has
15001 to 50000 average family income in a month and the second majority earns above 1,00000 in a
month. The minority respondents have income less than 15,000.
 Average family income (BDT)

Less than 15,000

Above 1,00,000

70,001-100000

50,001-70,000

15,001- 50,000

0 5 10 15 20 25 30
15,001- 50,000 50,001-70,000 70,001-100000 Above 1,00,000 Less than 15,000
Total 27 20 21 22 10

Strategy
• They can focus on the fabric quality and service as people with high-income level such as
businessman, high-end families, and compulsive spenders visit this fashion house, they
are the ones that are willing to spend their money on clothing at a value price.
• They should focus on above 1,00,000 earning families/ customers

Psychological factor Analysis

In order to successfully establish a brand in the minds of the target consumer and to decide
where Avanza should concentrate on building its brand equity in the market, psychological
factors are essential. Our data collection focuses on a few topics, including people's preferences,
first impressions, influencing behaviors, learning, memory, and other things. When it comes to
human psychology, everything has a unique perception in our minds. For example, when we hear
the name Avanza, the first thing that comes to mind is how we perceive Avanza. So, the
outcomes are as follows:

What comes in your mind when you hear the name “Avanza”?

Particulars Numbers
Attractive packaging 1
Available 6
 Comfort 10
Expensive 33
Have no idea 1
High status 12
Never heard 1
No idea about Avanza 1
None 1
Not familiar 1
Unique design 33

Interpretation:
As the graph demonstrates the highest factor that customers consider when they hear the name
Avanza is High Price and Unique design. Following this we can see that High Status and
Comfort were chosen by a number of people to be exact 12 and 10. Consequently, it follows that
it is obvious that these four factors are equally significant. In order to recall the name Avanza,
these four things are unquestionably connected.

Strategy:
• To develop the pricing factor, they should take significant action.
• Our entire marketing strategy should be focused on keeping these positive qualities fresh
in people's minds. Avanza needs to focus on lowering the cost of its products.
• Nowadays comfort has become a major factor for people. They should bring some
comfortable merchandises in their collection.

What factors play the most important role when you are choosing an apparel brand?

Particulars Numbers

Availability 8

Comfort 26
 Design 32

High status 6

Packaging 1

Price factors 27

Interpretation
As we can see from our survey 32 people think about design when they first consider to make a
purchase for apparels. It is clear that it is the most important attribute from all of them. Also
Price factors and Comfort were chosen by a lot of people 27 and 26 people to be exact. And
lastly availability is chosen by 8 people.

Strategy
• They should constantly upgrade their Design so it can always go with the ongoing trend.
• As they are charging a heavy price tag they should maintain the quality of their
merchandises.
• They should be cautious when they are charging for an extraordinary amount.

Rank the following brands according to your preference

Brands Total Average

Avanza 280 2.8

Nabila 277 2.77

Yellow 363 3.63

Sailor 378 3.78

Interpretation
In order for us to determine which apparel company is more popular or preferred by consumers,
this computation and its results are quite important. From the data above we can clearly see that
Sailor is the most popular brand among all the others. They are the leader in fashion and clothing
business. Sailor is the most popular brand in terms of fashion and apparel preference, with a 3.78
average score out of 5, followed by Yellow with a 3.63 average score.

Strategy
• Avanza should focus more on reasonable pricing.
• They should concentrate on promotions so they can build strong brand awareness.

Influencing behavior

By identifying and studying the influencing elements, we can use them in our promotional plan
to draw in and maintain both new and existing clients for the long term of the business.
How do you know about ‘’Avanza’’?

Particulars Numbers
During shopping 1
Friend 1
Friends 33
None 1
Nothing 1
Online advertisement 26
Sister 1
Social media 35
Through this google form 1

Interpretation
From the above data we can clearly see that majority of our respondents 35 people know about
Avanza through social media. Secondly they came to know about Avanza from friends which are
33 people. And lastly 26 people have come to know about Avanza from online advertisements.
Strategy
Avanza should create more billboard commercials and hire public figure influencers since
consumers only know about them through only two mediums. This will allow them to have a
significant impact on their customers' minds.

Who pursues you the most to go shopping?

Particulars Number of people

Myself 43

Family members 32

Friends 24

Relatives 1

Interpretation
From the above data we can clearly see that the majority of people go shopping for their own
sake which is 43 people. Following this on the second majority there is family members which
was chosen by 32 number of people. And lastly the third majority is friends which have 24
people.

Strategy
• They really do need to join forces with firms that specialize in digital marketing in order
for them to do marketing online as well.
 • Since friends and family are their secondary source of influence, introducing friends and
family deals could increase their customer base.

Preferred TV channels
It is crucial to know which TV channels Avanza's target audience prefers so that advertising and
promotional efforts can be directed toward those channels. The graph below displays preferred
TV channels.

T.V channels Number of people

Cartoon network 1

Discovery 1

Gaan bangla 8

HBO 1

I don’t watch TV 2

MTV 24

Netflix 1

Nick 1
 None 2

None 1

Nothing 1

Nothing 1

Somoy TV 17

Star Plus 10

T sports 23

You tube 2

Zee TV 1

Amount of time spent on social media on Number of people

average
Less than 1 hour 9
1-2 hours 25
3-4 hours 33
5-6 hours 22
More than 6 hours 11

From the above data we can clearly see that most of the people enjoy watching sports channel
and music channels. With that theory it can be said that they engage 3-4 hours by watch T.V.
Following that second majority of people enjoy watching Somoy TV by watching news (17) and
Star plus which is watched mostly by females (10).

Strategy
• We can see that most of the people like to watch T-Sports and MTV, so that means they
can use these channels for their primary sources for promotion.
• Specially T-Sports and Somoy T.V can help them to grab a lot of attention because these
channels have more influencing powers than any other medium.
 • Avanza should give more advertisements on T.V that might help them boost their brand
awareness.

Spending Leisure Time

Any business that wants to influence people's behavior during that time can benefit from
knowing what people do during their leisure time. What our target market does for leisure is
shown in the table below.

Activities Number of people

Facebooking 43
Gaming 6
Guitar 1
Hangout with friends 28
Sleeping 12
Watch TV 10

Interpretation
From the data above we can clearly see that most of our respondents (43 people) spend most of
their leisure browsing Facebook. 24 people spend their leisure hanging out with friends. And a
lot of spend time by sleeping (12) and watching T.V (10). Some people also enjoy gaming.
Strategy
• There is no doubt that social networking is taking up more time among users, hence
Avanza needs to promote itself on various social media platforms.
• Avanza may continue its social media marketing. It's because most individuals have
learned about them from different social media websites. Additionally, they need to
advertise themselves on billboards and TV commercials.

Perceptual mapping
We developed a Perceptual Mapping of different clothing brands of Bangladesh including
Avanza, based on “preference” and “brand image”.
Attributes Avanza Nabila Yellow Sailor
Brand image 2.82 2.95 3.8 3.94
Design 2.98 2.95 3.47 3.61

perceptual mapping
5
3.94, 3.61
4 2.82, 2.98

3 Avanza
Axis Title

0 1 2 3 4 5 Nabila
2 3.8, 3.47 Yellow
2.95, 2.95
Sailor
1

0
Axis Title
Affective Component:

Strongly Strongly
Statement disagree Disagree Neutral Agree agree

I love the design of

'AVANZA' 11 18 43 22 6

AVANZA' is expensive 3 8 39 35 15

I like the style of

'AVANZA' 6 7 49 32 6

I like 'AVANZA' 7 16 45 24 8

From the table above, we can see that among 100 people, 6 strongly agree about the statement that
they love the design of “Avanza”, 22 people agreed with it, 43 people are neutral, 18 people disagreed
but 11 of them strongly disagreed with the statement.

On the other hand, second statement is If “AVANZA” is expensive, 15 people strongly agreed, 35 people
agreed, 39 people stayed neutral, 8 people have disagreed and only 3 of them strongly disagreed.

Third question was I like the style of “Avanza” out of 100 people 6 people are strongly agreed, 32 people
agreed, 49 people stayed neutral on this, 7 people have disagreed and 6 people have strongly disagreed.

We also asked about whether they like "Avanza" or not, 7 of them strongly disagreed, 16 people
disagreed, 45 people are neutral, 24 people agreed and only 8 people strongly agreed.

Cognitive Component

The cognitive component of attitudes refers to the beliefs, thoughts, and attributes that we would

associate with an object. It is the opinion or belief segment of an attitude. It refers that part of attitude

which is related in general knowledge of a person.

We tried to find out the belief of customer about “Avanza”. Among 100 people they have

different belief about “Avanza”.

(5) (4) (3) (2) (1)

High Price ___ ___ ___ ___ ___ Low Price

Good appearance ___ ___ ___ ___ ___ Poor appearance

High Status ___ ___ ___ ___ ___ Low Status

Available ___ ___ ___ ___ ___ __Not available

Comfortable ___ ___ ___ ___ ___ _Uncomfortable

Good packaging___ ___ __ __ __ Poor packaging

Unique design __ ___ ___ ___ ___ __ Ordinary design

Measuring Weight:

Attributes Weight

Price 0.11

Status 0.15

Comfortable 0.11

Available 0.05

design 0.13

Packaging 0.50

At first, we placed weight for different attributes according to importance to major our consumers
believe regarding our brand Avanza

Based on our survey we gave the highest weight to packaging. We gave our second lowest weight to
availability. And we gave 0.1 each weight to our four attributes - availability, appearance, comfort and
design.
Analysis of Cognitive Component

Avanza
Price Status Design Packaging Comfortable Available
Total 346 332 353 330 319 314
Average 3.4600 3.3535 3.5300 3.3000 3.1900 3.1400
A-I 0.3000 0.0707 0.0600 0.1700 -0.3400 -0.4500
(A-I) 0.3000 0.0707 0.0600 0.1700 0.3400 0.4500

Weight 0.11 0.15 0.13 0.50 0.11 0.05

Weighted Average 0.033 0.010606 0.0078 0.085 0.0374 0.0225
0.1963

Ideal Brand
total 316 325 347 313 353 359
Average 3.1600 3.2828 3.4700 3.1300 3.5300 3.5900

Sailor

Total 338 360 342 317 356 344

Average 3.3800 3.6000 3.4200 3.1700 3.5600 3.4400
A-I 0.2200 0.3172 -0.0500 0.0400 0.0300 -0.1500
(A-I) 0.2200 0.3172 0.0500 0.0400 0.0300 0.1500

Weight 0.11 0.15 0.13 0.5 0.11 0.05

Weighted Average 0.0242 0.047576 0.0065 0.02 0.0033 0.0075
TWA 0.1091

Interpretation: By observing the values of Excel file we can say that Sailor is closer to the ideal level than
Avanza

Actually, consumers prefer is the idea of ideal. So, it should be equal to ideal like A = I and |A-I| = 0. The
score of Avanza is 0.1963 and the score of Sailor is 0.1091. So, it is visible that Avanza is in the better
position in market. So, Avanza needs to improve their attributes to gain consumers.
Changing Cognitive Component

Sometimes marketers try to change the belief of customers without directly changing behavioral
components. If they can change components the affective and behavioral components will change.
Marketers can change cognitive components through different methods, such method are:

1. Changing Beliefs.

2. Shifting Importance.

3. Adding Benefits.

Changing Beliefs

From the survey data if we compare the quality of Avanza with any other brand then we can clearly see
that Avanza does not place a firm belief on consumer’s mind about their price and variety of
merchandises. So, if they can promise to charge a little bit less price and more variety eventually
people’s belief will change.

Shifting Importance

Avanza can promote the concept of authenticity, which is more important than high status. High status
wont amount to anything if you are not authentic

Adding Benefits

The comfortability of the clothes of Avanza were very far from an ideal brand such as Sailor. So, Avanza
can introduce some fashionable yet comfy clothes. Avanza staffs can send mails to the customers about
this and help them understand what they are looking for and providing very good customer service
should also have a positive response.

Behavioral component
The final component is behavioral. This component involves our actions towards a person or situation.
For example, if we have a positive behavior at work and there is a positive environment, we are more
likely to behave in a productive manner. Attitude is our evaluation of a person, an idea, or an Some
common behavioral factors that are often analyzed in market research include consumers' attitudes
towards different brands or products, their perceived benefits of different products or services, their
purchasing habits and decision-making processes, and their loyalty to specific brands. Behavioral data
can be collected through various market research methods, such as surveys, focus groups, and customer
data analysis. Understanding the behavioral factors of a target market can be an important component
of market analysis and can help businesses to develop effective marketing and sales strategies. We have
measured the behavioral component of respondents of “AVANZA” by asking these questions – object.

STATEMENTS Definitely will Probably will May or may Probably will Definitely will
go go not go not go not go
Number of 9 39 29 17 6
people
percentage 9% 39% 29% 17% 6%

Interpretation

Here most of the respondent responds for “probably will go” which is 39% and the 2nd most respondent
percentage is may or may not go which is 29% and 17% people saying that they probably not going to
AVANZA next time. The percentage of definitely will go is only 9% which is quite low and the least
percentage is 6% it means 6% people saying they never visit AVANZA again.

Strategy

As we can see majority of the people 39% saying they probably will go

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

How often do you go for shopping

frequency Number of people percentage

Once every year 7 7%
Once 7/8 month 16 16%
Once 4/5 month 19 19%
Once every 2/3month 30 30%
Once a month 27 27%
Less than 1 month 7 7%

Interpretation

Here we can see that the major respondent percentage is 30% which is once every 2/3 month and 2nd
most high respondent percentage is 27% which is once a month. Both once every year and less than 1
month 7% people are going for shopping and 19% people go for shopping once in 4/5months and 16%
people are going shopping once in 7/8 months. Throughout these data we can say, people are less
frequently visiting fashion and clothing brands, though the responder’s percentage is favorable.
Shopping habits and preferences can vary widely among individuals, and some people may enjoy
shopping more than others. Some people may enjoy the experience of shopping and the opportunity to
browse and purchase new products, while others may view shopping as a necessary but unpleasant
task.

Usually go to designer clothing store

brand Number of people percentage

AVANZA 17 17%
Sailor 34 34%
Nabila 23 23%
yellow 22 22%
Cats eye 04 4%

Interpretation

Here after analyze the survey responses we can see that the highest amount of people go sailor or the
prefer sailor which is 34% and after that the 2nd largest percentage is 23% which is Nabila and 22%
people are visiting yellow for their shopping so we can say that Nabila and yellow has the same
percentage and between them there is a huge percentage consumer are gathered and AVANZA got 17%
people it means 17% people are visiting AVANZA and the least amount is 4% which is cats eye so here
the real competition are with sailor Nabila and yellow.

Last time I went to

brand Number of people percentage

AVANZA 26 26%
Sailor 35 35%
Nabila 12 12%
yellow 25 25%
Cats eye 0 00%

Here we can see that AVANZA got a good percentage of respondent which is 26% it means 26% people
recently went to Avanza and the highest percentage is 35% which is for sailor and the 3rd highest is
yellow and its percentage is 25% which quite similar to AVANZA percentage a Nabila got 12%
respondent and the worst one is 0% which is for cats eye. So here we can say that sailor and yellow need
to be compete.

Strategy

• They have to lower the price of clothes and keeping the quality same.
• They have to bring more exceptional demanding trendy outfits in collection.
 • They should promote their shop outside of social media by giving promotional discounts and
various types of offer.

Learning through conditioning:

Behavioral component cannot be changed directly. If marketers want to change the behavior

components, they have to think about cognitive and affective components. Marketers can change the

behavioral components by using different strategy such as-

1. Operant Conditioning

2. Component Consistency

1. Operant Conditioning
A customer’s mind can be changed by modeling or shaping behavior by using a reinforcement. A

response that is given reinforcement is more likely to be repeated when the same situation arises in the

future. Reinforcement plays a vital role in operant conditioning.

“Avanza’s create positive emotion in people`s mind by promoting their product and quality

more and more because people have always been found where they can find quality and service. It

evokes thrill and positive image in consumer’s mind.

2. Component Consistency
A change in one attitude component tends to produce related change in other components.

AVANZA can indirectly influence customers by promoting their SEASONAL DISCOUNT festivals on social

media and different kinds of offer on various occasions.

Self-concept
Personality is made of characteristic pattern of thoughts, feeling and behavior. From the survey, we got

to know about people`s personalities.

Criteria Total Average

Traditional vs Modern 329 3.29 Modern 3.29

Formal vs Informal 239 2.39 Informal 2.39

Organized VS Unorganized 326 3.26 Organized 3.26

Youthful VS Adult 346 3.46 Youthful 3.46

Dominating VS Submissive 248 2.48 Dominating 2.48

Here, we have tried to measure the personality of the participants by making them rate in different

criteria’s and in criteria they had to rate themselves over two opposite variables.

Interpretation

here 3.29 people are modern and 3.46 people are youthful and 3.26 people are organized where
dominating people percentage is 2.48 which is quite good number of percentage and 2.39 people are
informal.

Strategy

• They must create an ambience which vibe an energetic and refreshing look and have a
welcoming gesture to the youthful people
• Things should be properly organized and manageable plus easily handled
• Have unique corner which will be loaded with fancy design collection for the modern people.

Conclusion
These days there are many computers in the market. People every day come up with new ideas and
new designer clothes. If they really want to compete with the market leader, they must be aware of
their competitors. In addition, they must keep their quality and design different and attractive so
that consumers can differentiate them from the competitors. Consumers nowadays are very
educated youth and organized. To meet their needs AVANZA, must keep consistency of their service
and quality with their customers. By satisfying their target customers, they can become one of the
clothing brand l and can compete against the market leader companies.

Reference
https://www.instagram.com/avanza_bd/?hl=bn

https://www.facebook.com/AvanzaTheMultiDesignerStore/
Appendix
Questionnaires of “Avanza”

We are students of East West University and as a part of the BBA program, we are doing the course
“Consumer Behavior”. For the requirement of this course, we need to survey the consumers’
feelings, beliefs, and behaviors. The topic of this survey is “Avanza Multi Designer Store”. We
are going to take your suggestions and opinions regarding this topic. We ensure that the data will
only be used for academic purposes and will not be disclosed to any third party. We wholeheartedly
appreciate your participation.

1.Age
a) Below 15 b) 15-30 c) 31-45
d) 46-60 e) Above 60

2.Gender
a) Male b) Female

3.Education
a) Graduate b) Undergraduate c) HSC/A-level
d) SSC/O-level e) Others (Please specify) .............

4.Occupation
a) Student b) Businessman c) Service holder
d) Homemaker e) Others (Please specify) .............

5.Average family income (BDT)

a) Less than 15,000 b) 15,001- 50,000 c) 50,001-70,000
d) 70,001-100000 e) Above 1,00,000

6.What do you do during your leisure time?

a) Watch TV b) Hangout with friends c) Gaming
d) Facebooking e) Sleeping f) Others (Please specify) ...........

7.Which TV channel do you usually watch?

a) MTV b) Star Plus c) Somoy tv
d) T-sports e) Gaan Bangla f) Others (Please specify) ...........

8.How much time do you spend on social media on average? (In a day)
a) Less than 1 Hour b) 1-2 Hours c) 3-4 Hours
d) 5-6 Hours e) More than 6 Hours

9.How Frequently do you go to Shopping?

a) Once every year b) Once every 7/8 months c) Once every 4/5 months
d) Once every 2/3 months e) Once a month f) Less than once a month

10.With whom do you go to Shopping?

a) Myself b) Family members c) Friends
d) Relatives e) Others (Please specify) ..........

11.Who pursues you the most to go for Shopping?

a) Self b) Advertisement c) Family
d) Friends e) Others (Please specify) ............

12. 5) Choose one criterion which plays the most important role when you choose an
apparel brand?
a) Price factors b) Availability c) Design
d) High status e) Packaging f) Comfort
g) Others (Please specify) ………...

13.Rank the following Brand according to your PREFERENCE. (Most preferred = 5; Least
preferred = 1)
Avanza Nabila Yellow Sailor

14.Rank the following Brand according to “BRAND IMAGE”. (Very high = 5, Very low =
1)
Avanza Nabila Yellow Sailor

15.Rank the following Brand according to DESIGN. (Very high = 5, Very low = 1)
Avanza Nabila Yellow Sailor

16.What comes to your mind when you hear the name “AVANZA”?
a) Expensive b) Available c) Unique Design
d) High status e) Attractive Packaging f) Comfortable
g) Others (Please specify) ......
17.How do you know about “Avanza”?
a) Online advertisement b) Friends c) social media
d) Others (Please specify) .............

18.Place a belief of different attributes of “AVANZA” in the below space.

5 4 3 2 1
High Price Low Price
High Status Low Status
Unique Design Poor Style
Attractive packaging Poor packaging
Comfortable Uncomfortable
Available Not Available

19.Place a belief of different attributes of an “IDEAL” Brand in the below space.

5 4 3 2 1
High Price Low Price
Good Interior Decoration Poor Interior Decoration
High Status Low Status
Trending Trending
Unique Style Poor Style
Attractive packaging Poor packaging
Comfortable Uncomfortable
Good appearance Poor appearance

20.Place a belief of different attributes of “SAILOR” in the below space.

5 4 3 2 1
High Price Low Price
Good Interior Decoration Poor Interior Decoration
High Status Low Status
Trending Trending
Unique Style Poor Style
Attractive packaging Poor packaging
Comfortable Uncomfortable
Good appearance Poor appearance
21.Provide the level of agreement of the following statements regarding “Avanza”
Statement.
Strongly Strongly
Disagree Disagree Neutral Agree Agree
I love the designs of “Avanza”

“Avanza” is expensive
I like the style of “Avanza”

I like “Avanza”

22.I usually go to Designer clothing Store.

23.Last time I went Designer clothing Store.

24.What is the probability of you buying from “Avanza” next time?

a) Definitely will go b) Probably will go c) May or may not go
d) Probably will not going e) Definitely will not going

25.How do you describe yourself (Place a tick mark)?

5 4 3 2 1
Traditional Modern
Formal Informal
Organized Unorganized
Youthful Adult
Dominating Submissive