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

Comments

Student Colloquium: Parallel Sessions

Session 3: Services Marketing

Track: Consumer Behavior

Share

COinS
 
May 5th, 2:30 PM May 5th, 4:20 PM

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.