Exploring Factors Effecting Female Perception With Reference To Designer Lawn

FINAL PROJECT ON
Exploring factors effecting female perception with reference to designer lawn
SUBMITTED BY
Marria. Abdul. Rehman Pirwani
(BB-3-10-5183)
SUPERVISOR
MR. Zaheer Ur Raheem
DATE
31st-12-2013
PROJECT REPORT SUBMITTED TO

PAF- KARACHI INSTITUTE OF ECONOMICS AND TECHNOLOGY
DEPARTMENT OF MANAGEMENT SCIENCES
PROJECT APPROVAL
PROJECT TITLE:
Exploring factors effecting female perception with

reference to designer lawn
BY:
MARRIA. A. REHMAN PIRWANI
PROJECT SUPERVISOR:
MR. Zaheer Ur Raheem
ACADEMIC YEAR
2014
The Board of Advanced Studies of PAF-KIET has approved this Project, submitted in partial
fulfillment of the requirements for the degree of Bachelors of Business Administration.
Approval Committee:
______________________
____________________
__
Mr. ZAHEER UR RAHEEM
ADNAN ANWAR
(Supervisor)
(Director Academics)
LETTER OF TRANSMITTAL
DATE:
Mr. Zaheer Ur- Raheem
Project Supervisor
Project Title: Exploring factors effect female perception with reference to designer lawn
PAF-KIET
Dear Sir,
With your consistent guidance I have been able to complete the project report on Exploring
factors effect female perception with reference to designer lawn as a fulfillment of requirement
of the degree of Bachelors of business administration.
I have been grateful for your advices to carry out the project. As by your teachings the project
has Introduction, Literature reviews, Data and Methodology and Conclusion and results. With
your support I have been able to complete the project. Any queries regarding the project are open
to answer.
Yours Sincerely,
Marria .A. Rehman Pirwani
(BB-3-10-5183)
LETTER OF AUTHORIZATION
Date
Marria.A.Rehman Pirwani (BB-3-10-5183)
Please refer to your initial proposal for undertaking the study of Exploring factors effecting
female perception with reference to designer lawn. In subsequent meetings and discussions
the initial proposal was finalized. Kindly initiate the study on the finalized Terms of Reference
(TOR).
MR. Zaheer. Ur. Raheem

Supervisor
Acknowledgement
4
To Him belongs the dimension of the Heavens and the earth, it is He who gives, Life and death
and He has power over all things.
(Al-Quran)
The report in hand is not a hard copy of activities during the working of final year project rather
it is a container of many soft feeling of gratitude, responsibility and affection that were having
during final year.
For this favor, all acclamation to ALLAH, WHO has empowered and enabled me to accomplish
the research project successfully and helps in every problem during the project.
I would like to express my sincere and humble gratitude to My PARENTS whose blessings, help
and guidance has been a real source of all our achievements in our life.
I definitely thanks our Institute PAF-Karachi Institute of Economics and Technology, our
all TEACHERS especially our supervisor MR. Zaheer Ur Raheem, who contribute jointly in
this experience.
Table of Contents
PROJECT APPROVAL..................................................................................................... 2
LETTER OF TRANSMITTAL............................................................................................ 3
LETTER OF AUTHORIZATION........................................................................................ 4
Acknowledgement........................................................................................................... 5
5
ABSTRACT................................................................................................................... 8
Chapter 1 - INTRODUCTION............................................................................................ 9
1.1
Introduction and Background:................................................................................. 9
1.2 Problem Statement:................................................................................................ 11

1.3 Objective of the study:............................................................................................ 12
1.4 Research Questions:............................................................................................... 12
1.5 Limitations........................................................................................................... 12
1.6 Hypothesis:.......................................................................................................... 12
Chapter 2 - Literature Review................................................................................... 13
2.1 Fashion:........................................................................................................... 13
2.2 Perception:...................................................................................................... 14
2.3 Factors of branded lawns:............................................................................... 14
2.4 Brand Name:................................................................................................... 16
2.5 Factors on which purchase decision is based:.................................................17
2.6 Environment as a Factor:.................................................................................18
Chapter 3-Methodology................................................................................................... 19
3.1 (Qualitative) Research Approach:....................................................................19
3.2 Research Deign:.............................................................................................. 19
3.3 Data:............................................................................................................... 20
3.4 Statistical Technique:....................................................................................... 20
3.5 Model:............................................................................................................. 20
3.6 Variable Description:........................................................................................ 21
Chapter 4 DATA ANAYLSIS...................................................................................... 22
4.1Descriptive analysis:................................................................................................ 22
4.2 Chi-square analysis:................................................................................................ 23
Chapter 5 Conclusion................................................................................................... 30
5.1 Conclusion:...................................................................................................... 30
5.2 Recommendation:........................................................................................... 30
Bibliography............................................................................................................. 32
Appendix.................................................................................................................. 33
Questionnaire........................................................................................................ 34
ABSTRACT
The purpose of this research is to analyze Pakistani female consumers buying behavior and
understand the key points behind Branded Lawn that effect the female markets involvement
towards buying them. For this research paper, a survey was conducted from females, who were
between 18 to 40 years old. This helped us gain insight about the female mind and their
preferences. The results indicate that majority of the female target market that has been affected
by the emergence of Branded Lawn is of the upper class market, is status conscious and seeks
uniqueness and so on. This research paper gives an understanding of female buying behavior
7
related to the Pakistan environment and highlights the factors that highly influence the
consumers preference towards fashionable clothing, which in this case refers to Branded Lawn.
The Methodology and statistical tool which is used in this research is Chi-square which helps in
evaluating the effect and association of price quality, brand image, trends, advertisement on the
consumer preference related to the fashion industry. The dependent variable of the research is
consumer preference and the independent variables are quality, comfort, price, self-image, selfbelonging, personal aroma etc. which make female brand oriented and make them brand loyal.
The researcher concludes the research by saying that female buying behavior was definitely
affected by the emergence of designer lawn. This can be proven by the fact that they show a
decided preference towards the branded fabrics available in the market.
Key words: Consumer preference, quality of the product, branded lawns, brand loyalty, brand
conscious, self image.
Chapter 1 - INTRODUCTION
1.1 Introduction and Background:
Females are the one who are the consumers of the Lawn; Lawn is a fabric which is mostly worn
in summers in Pakistan. It gives best comfort to an individual, especially when it is extremely hot
in Pakistan, Pakistan summer season, in which designer lawn collection and copies of it on
crowning. Pakistan summer season is one of the reasons of making lawn brands popular. (Har11)
(Motwani, 2009) Lawn collection from the range of brand encompasses value which they deliver
in their own style and provide best comfort and style for the customers, make them brand
oriented and stylish in the way they want. Pakistan is a country, in which textile industry is on
8
boom because the competition is high. Marketers use innovative strategies for attracting female
consumers towards their collections. The strategies include the ways they market their designer
lawns through advertisements on billboards, TV, Magazines etc.
Lawn has become a fast moving consumer good (Zafar & Salman*). In Pakistan, lawn fabric is
used for many occasions because the designer have used their creativity and make this cotton
fabric that erich with sequnece , wedding desings that people get attract towards them and make
their desire to buy it.
(Har11) Competition in clothing sector have increased since past couple of years, branded lawns
have taken the edge in the competitive market, there are many competitors who come in the
market with their designer lawns according to the seasons, their fabric enrich. People from
different social economic class and working womens also prefer to buy branded lawns as it has
their own attractive strategy. (Zafar & Salman*) Working womens are in dependent because
they join workforce and earn for fulfilling their desires so they wait for the new branded
collection so that they fulfill the desire, for this reason the fashion industry in Pakistan is on
affluent.
Females who come in the ages of (18-40) have a more attraction level of designer lawns and
mostly visits the outlets and exhibition before entering to the summer season. Designer have now
introduced a collection of mid summers, now a days according to the change in weather they
enrich their collections and attract consumers because their target audience have high influential
level.
(Shende, 2012) The opportunity which individual get from fashion is to satisfy his/ her needs,
fashion enriches the lifestyle and self-image of particular individual. This enhances their personal
egos, and helps in making an impression on the individual itself. Consumer adopt fashions to
overcome their dullness (Shende, 2012) people around the world are fond of fashion because its
an huge industry where people from different culture , different thinking come up with their own
ideas to enrich their creativity and make a high place, which helps female in fulfilling their
desires.
Competition in the market is very high these days and competitors play a vital role in making the
brand successful. (Har11). Consumers trust the brand as they trust their family members and
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fellow friends; they trust the quality of a product and make their perception in the mind
according to the quality they get. So its the duty of the designer to make a fabric that innovative
that their customers make a positive perception related to their product in their mind and make
them as brand loyal, this will affect consumers buying behavior and affect the brand image
positively.
Meanwhile this designer lawn has developed roots (catering especially to the female market),
there has been a starting demand in signature designs. The trend of designer lawns started in
1997, when Al Karam first lunched its designer lawn collection. It proved to be a trend setter in
the market and created a foot step in the market, grap and attracts the huge female market of the
(Zafar & Salman*)upper social economic class. Due to their success, many other brands started
launching their own branded designer lawn collections. This initiated the publics demand for
signature designs and quality.
As catering an upper class of the market, females who are working women also wears the
signature lawn, which resembles their personality and make them more brand oriented. Females
of targeted class have a huge social circle in which they attract people and new collection
including designer lawns, through which they interact them most. An individual identity is
influenced by the way she carry herself in the gathering and her attraction level. Clothing
industry has a high boom because, now there are many designer signature lawns, which have
their different innovative strategies for making it extra attractive.
Lawn brands now have their own billboards and glossy magazines for advertisement, they must
advertisements of the designer lawns and now considered a luxury product, whereas a just few
years ago it was considered a regular fabric for the summers. Now designer lawns are so inn in
the market that as change in weather designers innovate their product with new design and
fabric.
Due to the enhancement in the trend of designer lawns, ladies who are from the age group of
(18-40) are more loyal and attractive towards the designer lawn collection, the factors which
make them more attractive towards the lawn includes the quality, attractive designs, pricing and
brand image related to the fashions, To name a few brands Umer Sayeed, Asif jofa, Sobia Nazir,
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Yahsir Waheed, Nadia Husain, Junaid Jamshed, Nishat, Gul Ahmed (ideas), Sana safinas and Al
Karam.
Now, prices of a single designer lawn suit starts from Rs.5000 and goes up to Rs.15000 and
above, which is higher than the budgets most households allot to their kitchen budget. It clearly
shows that these brands cater mostly to the upper class market and enlarges the gap between
them and the masses.
Consumer preference is important to analyze for deriving the result of the effect of female
buying behavior for the designer lawns, so consumer preference is a primary data of this
research. The research will be carried out through questionnaires and which are filled by the
females of the upper class; the sample size of this research is 150 catering five different areas of
Karachi according to the targeted Socio Economic Class.
1.2 Problem Statement:
Females are continuously attracted towards the designer lawn which is associated with the
market competitors. So, the female buyers having a high demand of lawns in market and many
buyers can able to sale a lawn at any reasonable price. Its also creating and diversion of
perception toward the brand image.
1.3 Objective of the study:
The researcher wishes to gain insight about the female mind and their preferences. This research
will give an understanding of female buying behavior related to the Pakistans environment and
high spot the factors that highly influence the consumers preference towards fashionable
clothing, which in this case refers to Branded/Designer Lawn on the basis of brand loyalty and
customer attraction and its image. Designer lawns have affected the fashion industry on mass
level, people from upper and middle class prefer to wear designer lawns in their social gathering.
The study will be based on primary data and female of the upper class will be part of this
research because to understand the level of effect on female buying behavior with change in the
innovative strategies of these designer lawns, and to find the attraction level of female consumers
towards it.
1.4 Research Questions:
To check the consumer preference in lawn industry/

11
To evaluate which factors influence the shift in female buying behavior.

To check the impact of increase in brand with increase in choices.
1.5 Limitations
This research was limited to certain areas of Karachi (DHA, Clifton, North Nazimabad, Garden,
gulshan). This was because since Designer Lawn is a branded product in the market, it is
expensive and something the common man cannot buy so easily. That is why the area was
limited to the specified places and those are the areas where the upper class and middle upper
elite of Karachi reside.
Sample size was choosed considering the overall female population of Pakistan in general. It was
also because the survey was limited to be conducted from the ages of 18 to 40, whereas a lot of
females above 40 also buy these designer lawn suits.
1.6 Hypothesis:
H0: there is no effect of quality, price, attraction, brand image, on consumer preferences in lawn
industry.
HA: there is an effect of quality, price, attraction, brand image on consumer preferences in lawn
industry.
Chapter 2 - Literature Review

2.1 Fashion:
Clothing is a kind of necessity which keeps our body warm; its a need of every human being no
matter what age of human being. Human beings cannot survive without clothes and it shows the
importance of clothing in our daily life. Now a days clothing aids as fashion item and it make
individual status oriented. It defines a persons image and fashion plays a significant role in an
individual life these days because of an environmental influence its on boost. (Kwo07; Tam,
2007)
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(Johnson) fashion is also linked with habitual buying, it is concerned with the perception that
individual recognize that what other think related to her clothing so that it is concerned with her
clothing and fashion changes female thinking and enhances the level of ideas and make indivual
fashion leader. Especially females around us are more conscious about their image and the
change their style according to the fashion trend enriches. Females keep importance in their life
of being well dressed as it makes their self-image distinguish from others. Self-image is variable
of the study which needs to focus because female are conscious of their self-image.
(Zafar & Salman*) Womens are considered as the most significant and conventional agent of the
family with respect to fashion. When the time comes of buying branded lawns female notice the
different factors such as quality, price, self-image etc. females prefer to buy designer laws on the
basis of brands, quality assurance which designers provide for their customers.
Fashion provides a chance to content ones emotional and real needs. Through various fashion
styles, people develop their own unique identity. This can be used to manage their appearance,
project a certain type of image, enhance their self-esteem and make a kind of impression on
others. Throughout the years fashion has become associated with different lifestyles and has new
and upcoming trends. It is a way to communicate with others and to gain acceptance from them.
It is not collective and varies with geographical regions (Shende, 2012)
This carries to the new trend that has started in the recent years. Just a couple of years back,
designer lawn made its appearance and spread like wildfire in the female market. This shows that
influence of brands plays a very big role in consumer buying behavior, and is of great importance
in Pakistan. The fashion industry mainly includes clothing and the researcher focus on the
clothing segment (Hareem Zeb, june 2011). Even more specifically, branded lawn.
2.2 Perception:
Fashion industry is on pep talk these days, females play a significant role in the fashion industry,
due to high competition and changing perception of creativity in female mind the fashion
13
industry is changing rapidly. More people are entering to this industry as time pass. The problem
is this to study that, to examine the aspects which are attracting female towards the designer
lawns and creating the perception of female consumers towards the brand as its also effecting
the marketing competition between the various designer lawns.
(Zafar & Salman*) researcher mention that in Pakistan, from the end of February the excitement
of designer lawn collection take its crowning, as the April attain the designs of new branded
lawns comes in the market, designers do their brand advertisement, to attract customers they
promote their product by choosing a well-known brand ambassador, so that customers get
attracted and make their desire fill by using the designer lawn. When the customers notice these
eye catching advertisements of the designer lawns, they make the perception of buying it, and if
the customers observation fulfill what she desire for, it makes the loyalty towards the brand high
and make the individual brand loyal.
2.3 Factors of branded lawns:
Female consumers are more attractive towards the brand as its a researcher objective to examine
that the level of change in choices with respect to increase in brands. Brand can be viewed from
two standpoint, one from consumer side and another from and company. People of Pakistan
make their perception based what they get, so females make their perception related to the
clothing on the bases of satisfaction and material context which they get from the market. Brand
name also attract the consumers towards it rather towards on competitor, there are people in
Pakistan who are brand conscious especially ladies related to the clothing product because it
deliver unique product with satisfied material. Brand name is an important factor which attracts
customers with their unique designs and advertisements. It is known that fashion industry is
wide and people are more fascinate toward the clothing brands and it also inspire female buying
behavior which increases the level of choices in their view because brands are enhancing
according to the fashion trends. (Hareem Zeb, june 2011)
Fashion is that theme of minds which enhances rapidly and reaches to the target audience and
people attracted with this fashion trends from many points as like from social gathering which
affect their mentality and female consumers have the attractive psychological impact which
14
make their mind towards it. Females from the SEC A are those consumers who are from social
gathering class, so they met new people and discussion of the new unique ideas of brands make
them curious towards switching to it. (Shende, 2012)
Fashion is now on crowning stage because all the branded lawns are opting for advertisement on
media which affect the mentality of human mind and the way marketers advertise the product, it
impacts the consumers mind and make them eye-catching towards it. Designers attract their
target audience by advertisements on media, on billboards and their unique style makes their
consumers attracted near it. So the research says that the factor which affects females mind
towards the designer lawns is of their unique design, material and brand name. As researcher
views also slightly at the level that brand name is an important factor, which makes indivual to
think of switching the brand because if the brand name is famous, they surely deliver a satisfied
value to their customers. Junaid Jamshed is a name of a brand which has high market share
because they deliver sound to their customers so this research says as brand increase in the
market, people choices are also increased because competition in the fashion industry is on
crowning always. Its also noticed that every known brand comes up with their innovative
collection in every season which attract female consumers more towards it and trailers of these
products like clothing brands are shown on high level which make customers to think of buying
it but people are more conscious towards the brand name that is why they are more curious for
the new collection.
(DrA12) States that fashion is not common, it changes more often and accepted mostly by social
group through which females get concerned and swayed the most. Fashion is about creation of
new design and style and keeps an eye on branded lawn which enhances their designs and styles
day by day which inspire females consumers. Branded lawns enrich their designs and market
their lawns with new creative ideas to make them stable in the growth stage. Fashion leaders are
those who come up with a unique and creative idea first in the market and grap the prime social
group. Fashion spread from leader towards the other people and if the branded lawns dont
originate with innovation the leader of the lawn fashion will be on declining stage so it shakes
the market share of the designer.
There are many well-known brands, such as Asim jofa, Junaid Jamshed, Gul Ahmed (ideas),
Nishat lawn, Sana safinas, Umer saeed, Nazir Waheed, al Karam consumers are likely to spend
15
more on those products and purchase those products which are more expensive with good
quality. If the products are at the same level of quality, material, customers then prefer the more
renowned brand name products. So its stated that brand name with good quality material is
factor which consumers prefer while buying a branded lawn. (Kwo07)
2.4 Brand Name:

Having a brand name is a powerful tool to attract more consumers to buy particular products. In
a way it can be regarded as equity as it adds value to the product (Tam, 2007)Because of that a
lot of celebrities have launched branded lawns under their own names. Their names itself is a
brand name for the market. This greatly influences the consumer buying behavior. (Tam, 2007).
There are customers who are brand oriented and prefer to buy that brand who have high market
share, or people make their perception with respect to brand name like the brand of Gul Ahmed,
people have a perception that tis brand is good in quality and they work on customer satisfaction.
2.5 Factors on which purchase decision is based:

(Tam, 2007)Consumer buying behavior is based on three stages, Pre-Purchase, purchase, post
purchase, every stage has its own importance and in the fashion industry, it is totally dependent
on the consumer perceiving level. When consumer make a purchase decision, he/ she analyze
their personal need, and decide from where to buy the product, the same process female
consumer do for branded lawns, as all the brands are in the market and it is essential to notice the
material quality and to examine the satisfaction level which makes them brand loyal, if they
perceive good quality at the purchasing stage, consumers do post purchases and become brand
loyal.
Brand loyalty occurs from those factors, which makes female satisfy. The factors are quality,
self-image, personal aroma, comfort, self-belonging. To get a best quality, comfort from a
particular designer lawn, females become brand loyal and this affects them more when their selfimage becomes higher. (Zafar & Salman*) Self-esteem is a factor which plays an important role
16
in making a buying decision especially in buying clothes because working women are more
curious about the self-image.
Perceived quality is defined as what people recognize from the brand at the stage of purchase,
customer perception related to overall quality of the brand. Perceived quality is important factor
to examine the brand loyalty and repeat purchase of the particular brand. If the people are brand
loyal they perceive positive dimension related to their loyal brand which associate with
satisfaction in quality, material, up to date trends. (Tam, 2007)
Researcher point of view, Consumers, who are brand loyal they perceived positivity from their
chosen brand their switching level is on declining stage, as its true that all the branded lawns are
coming with innovation these days, but all is important that what customers perceived from it
when they make a purchasing decision. Females consumers have different perception and
choices and they are brand conscious also, the women who are from SEC (Socio Economic
Class) A are brand oriented women and keep an eye catch on every brand which is coming in
the market with an new style. Brand image affects the female consumers and it affects that how
consumers perceive and enhance their purchasing power. Female consumers who are brand alert
and brand concerned, their purchasing power is highly on knock. As changing trends, consumers
buying behavior is totally depended on the quality and satisfaction level they perceive from the
particular brand. Its affecting the customers mentality because choices in the market are
diversified, which makes human mind obscure.
2.6 Environment as a Factor:

Social gathering is a place where females use to discuss their lifestyle, so the perception of
female consumers affects through it and they come up with buying differentiated brands.
Females get attracted with other people around them in the social gathering, in which discussion
related to fashion trends happens and they get attracted with each other clothing design and
communication related to designer enrich their knowledge related to designer and fashion
industry.
17
(Rajagopa, 2011) environment factor in fashion industry is high with respect to as change in
trends takes place , due to diversification, social gathering affects the personal image more
especially to those ladies who have high stage in the gathering and they are working too.
Chapter 3-Methodology
To indicate the depth of any study, research is required. Science is all about knowing the
phenomenon of making a research and finding out the results. People who did their past research
on a related topic they have done mass work in fashion industry. For the depth research, data are
collected in an organized and an objective manner to foresee that how a consumer in a fashion
industry feel, consume and carry herself.
This chapter objects at discussing different theories of research and how appropriate data will
calculate. The detail of sampling would be discussed.
18
3.1 (Quantitative) Research Approach:

Different methods would be using the find out the appropriate data related to our research.
Consumers have different perception and attitude towards the particular brand according to this
study. This aim is to find out the consumer preferences and their purchasing behavior on the
basis of brand image, price, quality, and attitude towards the brand are investigated. Hence
qualitative research is more suitable to study the consumer attitude in depth.
Quantitative research make an interaction between interviewer and interviewee which enhances
the quality respond and to know consumer in depth which is essential to study so that research
can be put up in more descriptive and well explained form .
3.2 Research Deign:

From the study of literature review, there are variable on the basis of which this research is
conducted. The primary variable of the data is consumer preference in fashion industry and the
secondary variable includes the price, quality, attitude, brand image are counted.
Researcher will use the Chi- square as statistical tool to evaluate the effect and association of
price quality, brand image on the consumer preference related to the fashion industry.
According to this research, it is necessary to analyze the effect and change of brand loyalty,
brand price and brand image on consumer attitude through which researcher get the real relation
among variables that as the attractive strategy of new branded lawns are affecting the consumer
attitude or change happens between brand choices.
Chi square test is non- parametric test through which we measure the between observation and
estimation and significance level of independent variables. It is use for testing hypothesis that it
is use for estimation or not.
3.3 Data:
The researcher has used data from different journals, articles, concepts from the internet and
online journals, which helped in developing better information related to fashion industry. For
19
the collection of primary, questionnaire will be used as a source of information which is based on
location and the strategy which the researcher is going to use in analyzing the result is that
questionnaire will be filled by the respondents from the outlets of the designer lawns and those
outlets where the designer lawns sells. The sample size of this research is 150 respondents as 30
questionnaires will be from the respective areas separately. The areas I have already mention
earlier in my first chapter of the research. The sample size of this research is based on chosen
areas where the target class of designer lawns lives.
3.4 Statistical Technique:
The researcher will use chisquare as statistical tool in this research as the research contain
depended and independent variable which is describe above. As the reason behind choosing chisquare as a tool is that to identify the effect and change of variables among them.
3.5 Model:
The model is
Y 1 X 1 2 X 2 3 X 3 4 X 4
3.6 Variable Description:
There are dependent and independent variables.
Y= this is dependent variable which is consumer preference.
X1= Quality of lawn brand which consumer refer to buy
X2= Attraction towards the product (designer Lawn) through advertisement which effects the
consumer preference.
X3= Price of designer lawns are increasing day by day, consumer loyalty effect through it.
X4= brand image changes the perception of consumer
20
X5= Self image, Females are conscious about their lifestyle.

X6 = Value for money through which female fulfill their desire of buying a branded lawn.
X7= Following trends, females keeps an eye on changing trends and follow it.
Chapter 4 DATA ANAYLSIS

In this chapter the data that has been collected through questionnaire from 150 respondents. This
data analysis will help to find result and conclude it, which is the main purpose of this study. The
study will help to understand the pros and cons of preferences of consumers towards designer
lawns.
21
4.1Descriptive analysis:
Descriptive statistics shows the basic description of data in a concise form to clear the basic
understanding
The above table of descriptive analysis gives us the values of (N), maximum range for the
specific question, minimum range for the specific question, mean of the choices, and standard
deviation among the gathered data of specific question.
The number of respondents taken for the study is 150 which include office going ladies, house
wives. In the study the house wives who respond to the questionnaire belong from upper class of
our society who earns 50,000 above.
4.2 Chi-square analysis:
Question 1
Bought designer lawns

22
Chi-square
Sigma
14.107a
.003
On running the chi-square analysis for our gathered data, we got 0.003 sigma value for question
no 1, which is less than 0.05 significant levels, means that there is one option which is
dominating choice of consumers for this question. That option is extracted from residual table of
this question which is showing higher residual value for option yes i.e. 17.5 means that people
bought designer lawns.
Question 2
Have you ever been to a lawn
Chi-square
Sigma
exhibition
6.053a
.109
no 2, which is greater than 0.05 significant levels, means that there is not one option which is
dominating choice of consumers for this question. Therefore we can conclude that consumers
visit lawn exhibition at different rates.
Question 3
Chi-square
Sigma
Suits bought in such exhibition

6.213a
.102
dominating choice of consumers for this question. Therefore we can conclude that different
consumers bought different number of suits in such kind of exhibitions.
Question 4
How many lawns suits do you buy in
Chi-square
a month
9.627a
23
Sigma
.022
dominating choice of consumers for this question. This option is extracted from residual table of
this question which is showing higher residual value for option 4 i.e. 12.5, means that people
bought 4 designer lawns in a month.
Question 5
How much amount you spend on
Chi-square
Sigma
lawns
25.840a
.000
dominating choice of consumers for this question. This option is extracted from residual table of
this question which is showing higher residual value for option 5000-10000 i.e. 20.5, means
that people spend 5000-10000 amount on designer lawns in a month.
Question 6
Prefer designer lawns to unbranded
Chi-square
lawns
102.507b
Sigma
.000
this question which is showing higher residual value for option yes i.e. 62, means that people
prefer designer lawns.
Question 7
On the basis of quality

24
Chi-square
Sigma
102.507b
.000
this question which is showing higher residual value for option yes i.e. 62 means that people
prefer designer lawns due to quality.
Question 8
Chi-square
Sigma
On the basis of comfort

102.507b
.000
no 8, which is less than 0.05 significant level, means that there is one option which is dominating
choice of consumers for this question. That option is extracted from residual table of this
question which is showing higher residual value for option yes i.e. 62, means that people prefer
designer lawns due to comfort.
Question 9
Chi-square
Sigma
On the basis of value for money

102.507b
.000
25
prefer designer lawns due to value for money.
Question 10
Chi-square
Sigma
On the basis of following trends

102.507b
.000
prefer designer lawns due to follow current trends.
Question 11
Chi-square
Sigma
On the basis of personal Aroma

102.507b
.000
prefer designer lawns due to personal aroma.
Question 12
Chi-square
On the basis of status symbol

102.507b
Sigma
.000
prefer designer lawns to maintain status symbol according to fashion.
26
Question 13
Chi-square
Sigma
On the basis of Self belonging

102.507b
.000
prefer designer lawns due to feeling of self-belonging.
Question 14
Chi-square
Sigma
On the basis of self-image

102.507b
.000
prefer designer lawns to have personal image.
Question 15
Which designer lawn you buy the
Chi-square
most
36.000c
Sigma
.000
27
this question which is showing higher residual value for option Nishat lawn i.e. 15, means that
people prefer Nishat designer lawns.
Question 16
Chi-square
Sigma
Visit outlet on new arrivals

196.840d
.000
visit to outlets of designer lawns on new arrivals.
Question 17
Chi-square
Sigma
Why switch brands most

37.133e
.000
this question which is showing higher residual value for option price i.e. 13, means that people
switch brands among designer lawns due to price factor.
Question 18
Do advertisements attract and help
Chi-square
Sigma
you most for purchasing decision?

5.880d
.053
dominating choice of consumers for this question. Therefore we can conclude that different
consumers have different preferences on information sources to make their purchase decision.
28
On the basis of above analysis, we can conclude that most of the consumer prefer branded lawns
due to PRICE factor, which help them to maintain their status, have personal image in society
and make them up to date with current fashion as per their gathering in suitable price range.
29
Chapter 5 Conclusion
5.1 Conclusion:
From the survey conducted through the questionnaire (attached at the end of the report),
the researcher can conclude that designer lawn is mostly popular in the age group of 21 to
35.
Due to the suits being sold at such high prices, which are above and beyond a common
mans income, it caters mostly to the upper class female market.
Majority of the women were either office workers or housewives. It can be said that
female buying behavior was definitely affected by the emergence of designer lawn. This
can be proven by the fact that they show a decided preference towards the branded
fabrics available in the market.
There are many reasons as to why people opt for branded lawn, but the main reasons are,
because of the superior quality of the fabrics and the new innovative designs that are
released in exhibitions after every seasonal change ( for example, Spring, Summer and
Winter Collections). Also that branded lawn can be seen as a status symbol. Because it is
highly priced, and mostly the upper class buys them, people are identified as being above
those who cannot afford them. In a way, it serves to drive a bigger wedge between the
rich and the poor.
5.2 Recommendation:
As fashion is the biggest industry and due to the new trends and hype people
perception and choices swing. People are more brands loyal because what they
perceive they get it.
As its part of human nature that ladies have interest in designing clothes, so the
competition is very high in the industry as the marketers should keep on
innovating unique things.
Females who are part of big business or are from SEC A are more opt for
designers collection and prefer to use it, as so , designs should be on the basis of
their perceiving quality through which they make their self- image high.
Females are more concerned about their self -image because they are part of social
gathering in this way they met different people and the attraction level become
high, so the designer need to diversify their casual wears.
Marketers should keep their design unique, and apply different strategies to keep
their product different.
Bibliography
Hareem Zeb, K. R. (june 2011). Influence of Brands on Female Consumers Buying Behavior in
Pakistan. International Journal of Trade, Economics and Finance, Vol. 2, No. 3,, 225.
Johnson, J. T.-A. (n.d.). Compulsive consumption behaviours: investigating. International

Journal of Consumer Studies.
Motwani, K. .. (2009, march 29 ). Fashion: Lawn is on!, .
Rajagopa. (2011). Consumer culture and purchase intentions toward fashion apparel in Mexico.
Journal of Database Marketing & Customer Strategy Management .
Shende, D. A. ( 2012, January 28). Customer Buying Behavior And Fashion. International
Referred Research Journal,, 1.
Tam, K. K. (2007). Effect of Brand Image on Consumer .
Zafar, M. Y., & Salman*, M. F. (n.d.). Consumer Purchase Behavior Of Branded Cotton Fabrics
In Pakistan - An Exploratory Research.
Appendix
self
image
Comfort
Quality
Self
belongin
g
Brand
Image
Independ
ent
Varriable
s
Value
For
Money
Advertis
ment
Followi
ng
Trends
Status
Symbol
Persona
l Taste
Questionnaire
AGE GROUP
o 18 to 25
o 26 to 30
o 31 to 35
o 36 to 40
RESIDENTIAL AREA
_____________________________
PROFESSION
o Office Worker
o House Wife
o Student
o Other
MONTHLY INCOME _______________________________
HAVE YOU BOUGHT DESIGNER LAWN?
o Yes
o No
o Sometimes
o Frequently
HAVE YOU EVER BEEN TO A LAWN EXHIBITION?
o Yes
o No
o Sometimes
o Frequently
HOW MANY DESIGNER LAWN SUITS HAVE YOU BOUGHT IN SUCH
EXHIBITIONS?
o None
o 2
o 4
o More
HOW MANY LAWNS DO YOU BUY IN A MONTH?
o None
o 2
o 4
o 6 or more
HOW MUCH FROM YOUR INCOME YOU SPEND ON DESIGNER LAWNS

MONTHLY?
o
o
o
o
o
None
Rs.5000 to 10000
Rs. 10000 to 15000
Rs. 15000 to 20000
More
DO YOU PREFER DESIGNER LAWN TO UNBRANDED LAWN?

o Yes
o No
WHY?
HAVE YOU BOUGHT DESIGNER LAWN FOR THE FOLLOWING REASONS?
QUALITY
o Yes
o No
COMFORT
o Yes
o No
VALUE FOR MONEY
o Yes
o No
FOLLOWING TRENDS
o Yes
o No
PERSONAL AROMA
o Yes
o No
STATUS SYMBOL
o Yes
o No
SOCIAL BELONGING
o Yes
o No
SELF IMAGE
o Yes
o No
o
WHICH DESIGNER LAWN YOU BUY THE MOST?
o
o
o
o
o
o
Junaid Jamshed
Asif Jofa
Gul Ahmed (Ideas)
Al Karam
Nishat Lawn
Other ____________________________________
DO YOU VISIT THEIR OUTLETS AS THE TIME OF NEW ARRIVALS ORIGINATES?

o Yes
o No
o Sometimes
DO YOU SWITCH BRANDS ON THE BASIS OF?
o
o
o
o
Quality
Advertisement
Price
Design/ style
DO THE ADVERTISEMENTS OF THE BRANDED LAWNS ATTRACT YOU THE

MOST AND HELP YOU IN MAKING BUYING DECISION.
o Yes
o No
o Sometimes

Exploring Factors Effecting Female Perception With Reference To Designer Lawn

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FINAL PROJECT ON

Exploring factors effecting female perception with reference to designer lawn

PROJECT REPORT SUBMITTED TO

Exploring factors effecting female perception with

MARRIA. A. REHMAN PIRWANI

MR. Zaheer Ur Raheem

MR. Zaheer. Ur. Raheem

Introduction and Background:................................................................................. 9

1.2 Problem Statement:................................................................................................ 11

To check the consumer preference in lawn industry/

To evaluate which factors influence the shift in female buying behavior.

Chapter 2 - Literature Review

2.3 Factors of branded lawns:

2.4 Brand Name:

2.5 Factors on which purchase decision is based:

2.6 Environment as a Factor:

3.1 (Quantitative) Research Approach:

3.2 Research Deign:

3.4 Statistical Technique:

X5= Self image, Females are conscious about their lifestyle.

Chapter 4 DATA ANAYLSIS

Bought designer lawns

Have you ever been to a lawn

Suits bought in such exhibition

How many lawns suits do you buy in

How much amount you spend on

Prefer designer lawns to unbranded

On the basis of quality

On the basis of comfort

On the basis of value for money

On the basis of following trends

On the basis of personal Aroma

On the basis of status symbol

On the basis of Self belonging

On the basis of self-image

Which designer lawn you buy the

Visit outlet on new arrivals

Why switch brands most

Do advertisements attract and help

you most for purchasing decision?

Johnson, J. T.-A. (n.d.). Compulsive consumption behaviours: investigating. International

Motwani, K. .. (2009, march 29 ). Fashion: Lawn is on!, .

Tam, K. K. (2007). Effect of Brand Image on Consumer .

HOW MUCH FROM YOUR INCOME YOU SPEND ON DESIGNER LAWNS

DO YOU PREFER DESIGNER LAWN TO UNBRANDED LAWN?

DO YOU VISIT THEIR OUTLETS AS THE TIME OF NEW ARRIVALS ORIGINATES?

DO THE ADVERTISEMENTS OF THE BRANDED LAWNS ATTRACT YOU THE

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