Abstract/Description
The research was conducted in the commercial hub, Karachi, of Pakistan. The main purpose of the research was to help the marketers of the branded formal clothes like Armani, Gucci etc in terms of deciding the product target market, its segmentation and positioning as well. It will help these brands in making the advertisement for their product because this study will help them in identifying the important factors which motivates people to buy branded formal clothes. So they should advertise their product on these factors and gets the audience attention. This research classifies the buyers of branded formal clothing into three categories; the buyers who take into account the quality of the branded formal clothes, the buyers who buy branded formal clothes because of the people around them and the buyers who want to show their status and wealth, purchase branded formal clothes. Furthermore, there is a significant correlation between all the three factors and it can be explained by the fact that people buy branded formal clothes just to show their wealth and status to others so that they can be socially accepted by the people around them and because of the quality of the branded formal clothes.
Location
Room S1
Session Theme
Session 3: Services Marketing (Track: Consumer Behavior)
Session Type
Event
Session Chair
Dr. Wafica Ghoul, Dr. Mohammed Solaiman
Session Moderator
Dr. Huma Amir
Start Date
5-5-2012 2:30 PM
End Date
5-5-2012 4:20 PM
Recommended Citation
Mustafa, S. S., Zubair, S., Khan, S. W., & Kamil, A. (2012). Student Colloquium: Motivation to buy formal luxury apparel brands in the male youth segment. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2012/day1/7
Included in
Student Colloquium: Motivation to buy formal luxury apparel brands in the male youth segment
Room S1
The research was conducted in the commercial hub, Karachi, of Pakistan. The main purpose of the research was to help the marketers of the branded formal clothes like Armani, Gucci etc in terms of deciding the product target market, its segmentation and positioning as well. It will help these brands in making the advertisement for their product because this study will help them in identifying the important factors which motivates people to buy branded formal clothes. So they should advertise their product on these factors and gets the audience attention. This research classifies the buyers of branded formal clothing into three categories; the buyers who take into account the quality of the branded formal clothes, the buyers who buy branded formal clothes because of the people around them and the buyers who want to show their status and wealth, purchase branded formal clothes. Furthermore, there is a significant correlation between all the three factors and it can be explained by the fact that people buy branded formal clothes just to show their wealth and status to others so that they can be socially accepted by the people around them and because of the quality of the branded formal clothes.
Comments
Student Colloquium: Parallel Sessions
Session 3: Services Marketing
Track: Consumer Behavior