Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Yaseen Ahmed Meenai, Lecturer, Department of Mathematical Sciences

Client

Junaid Jamshed (J.)

Project Type

MBA Research Project

Keywords

Women’s Fashion Retail, Purchase Decision, Retail Management, Consumer Perceptions, Brand-User Imagery, Social Influence, Merchandising & Store Environment, Visual Merchandising, Modest Western Wear

Abstract / Summary

This capstone project studies the perceptions and purchase decisions of female consumers toward the Junaid Jamshed (J.) brand, focusing on identifying gaps in its women’s apparel segment and providing actionable strategies for improvement. While J. enjoys significant popularity in men’s traditional wear, its women’s line remains weak, with weaker design innovation, limited emotional appeal, and a perception problem among younger and trendconscious consumers. Against the backdrop of rising competition from brands such as Khaadi, Ideas by Gul Ahmed, Zellbury, and Saya, this research aimed to reveal how women view J., what influences their purchase behavior, and how the brand can reposition itself effectively in the fashion retail market.

The project began with a proposal defense phase, where extensive secondary research was done. This included a literature review of academic studies on consumer behavior, gender-based fashion preferences, brand switching, omnichannel retailing, influencer marketing, and ecommerce trust in retail industry of Pakistan. Initial findings highlighted that peer recommendations are more effective than celebrity endorsements, brand-switching is common due to low product innovation, and that digital trust and omnichannel integration are essential to modern fashion consumers. Market competition analysis presented that J. has a price disadvantage compared to competitors, with higher costs for less fabric and limited product categories for women. Moreover, J.’s Shariah-compliant philosophy restricts the use of conventional influencers, further reducing its visibility among younger audiences.

The primary research phase built upon these understandings with a structured survey of 217 female respondents in Karachi. Results revealed that overall perceptions of J. were weak. Social Media Marketing scored the highest (2.38) as compared to other variables, but this did not translate into actual purchase intent. The strongest predictors of purchase decision were Brand-User Imagery (emotional connection with the brand) and Social Influence (peer/family opinion). In contrast, it was observed that traditional branding and social media ads were statistically insignificant in driving purchase intent.

Alongside survey analysis, store visits were conducted. Observations revealed that while J. offers the widest product assortment, but women’s section is outdated, poorly lit, and lacks engaging merchandising. Competitors offer balanced experience with modern layouts, strong instore signage, and customer-friendly pricing. This comparison reinforced the conclusion that J. lags competitors in store design, visual merchandising, women-focused innovation, and experiential retailing.

Based on these insights, the project recommends strategic recommendations benchmarked against both global and local fashion retailers. These include introducing a modest Western wear line to attract young, urban women; revamping visual merchandising via thematic displays and mannequins; strengthening e-commerce and digital trust with features like reviews and size guides; creating a sub-brand for women; embracing community-driven marketing via microinfluencers and user-generated content (UGC); enhancing in-store services with stylists as well as customization kiosks; and creating loyalty programs with personalized rewards.

In conclusion, the findings highlight that J. is a heritage-rich brand but with untapped potential in the women’s wear segment. Its challenge lies in connecting tradition with trend, modesty with modernity, and emotional appeal with digital transformation. By implementing the recommended strategies, J. can reinforce its relevance among female consumers, improve brand equity, and secure a competitive edge in Pakistan’s fast-evolving fashion industry.

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