Project Format Factors Influencing Consumer Behavior - Sumaira BM 1302

Factors Influencing on Consumer Behavior- A Study of Lawn Fashion Brands in Pakistan
ILMA UNIVERSITY
Factors Influencing on Consumer Behavior - A

Study of Lawn Fashion Brands in Pakistan
Supervisor:
Mr. Rashid Ali
Prepared By:
Sumaira Liaquat
Ilma University Formally Institute of Business & Technology
MBA Program- Marketing

ACKNOWLEDGEMENT AND DEDICATION
First of all I would like to thank my Almighty Allah Almighty Allah, the one who is most
beneficial and merciful who gives me strength and capabilities due to which today I am
able to complete my MBA thesis.
It would not have been possible to write this thesis without the help and support of my
Honorable Facilitator Mr. Rashid Ali who is the great source of inspiration throughout the
semester. He taught me with great motivation and all his sincerity which we obliged for.
I really thank my parents for supporting me in achieving my dream and completing my
MBA, I would not be able to complete my work without their prayers and help, they are
my biggest strength throughout my life.
Sumaira Liaquat
ABSTRACT
Lawn prêt and unstitched wear was not ever such well liked as it has become now. From
last decade, textile companies with mutual support of local designers trying hard to deliver
finest quality, unique designs and print to increase accessibility to luxury. The main focal
point of this study is to examine factors influencing on consumer behavior and to
understand the female buying behavior towards branded lawn wear. A total of 200
questionnaires were distributed among female consumers of lawn prêt and unstitched wear
in Karachi by using non-probability sampling. Furthermore linear regression
analysis model was used as a technique for data analysis. The results of the study indicates
that brand association, perceived quality, brand loyalty and word of mouth were found to
have a positive impact on consumer behavior, whereas brand awareness has no positive
impact on consumer behavior. Brands are recommended to maintain and keep on rising on
these factors to get a competitive advantage.
Keywords: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty,
Word of Mouth, Consumer Behavior.

TABLE OF CONTENTS
S.NO DESCRIPTION PAGE NO
1. ACKNOWLEDGEMENT…………………………………………... I
2. ABSTRACT……………………………………………………...….. II
3. CHAPETER 1:
INTRODUCTION……………….……………………………………. 1
1.1 Overview …………………...…………………………..... 1

1.2 Problem statement………………..……………….....…... 8
1.3 Delimitations………………………...…………………... 8
1.4 Hypotheses……………………………………….……… 8
1.5 Model of the Study………………………………………. 9
1.6 Scope of the Study……………………………………….. 9
1.7 Outline of the Study ……………………………..……… 10
4. CHAPTER 2: LITERATURE REVIEW……………………………... 11
5. CHAPTER 3: RESEARCH METHODS……………………………... 20
3.1 Method of data collection………………………………… 20

3.2 Sampling Technique …………………………………… 21
3.3 Sample size……………………………………………...... 21
3.4 Instrument of data collection……………………………… 21
3.4.1 Validity of Instrument……………………………… 21
3.4.2 Reliability Test…………………………………….. 22
3.5 Research Model Develop………………………………… 22
3.6 Statistical Technique…………………………………….. 22
6. CHAPTER 4: RESULTS AND FINDINGS 23
4.1 Findings and Interpretation of the result………………... 23

4.2 Hypothesis Assessment…………………………………… 25
4.3 Hypothesis Assessment Summary………………………... 26
7. CHAPTER 5: DISCUSSIONS, CONCLUSION, POLICY

IMPLICATIONS AND FUTURE RESEARCH...…………………
5.1 Discussion………………………………………………… 27
5.2 Conclusion………………………………………………... 27
5.3 Implications……………………………………………….. 28
5.4 Future Research…………………………………………… 29
30
8. References……………………………………………………………. 30
9. Appendix ………………………………………………………... 33
LIST OF TABLES
NO. DESCRIPTION PAGE NO
1. Table 4.1 Model Summary 23
2. Table 4.2 ANOVA 23

3. Table 4.3 Coefficients 24
4. Table 4.4 Hypotheses Assessment Summary 26
CHAPTER 1: INTRODUCTION
1.1 History of Brand:
Brand is a term came from brander that means “to burn” it is a word of old German
language and brings to mind the practice of makers or manufacturers to burn out their
marks on their manufactured goods(Ritson, 2006). At the very beginning stage
branding was implemented or the purpose of introducing the brand was to discriminate
the domestic animals of one person from another one and for these reasons different
marks was imposed on the skins of animals through hot stamp of iron further this
technique was used in advertising, business and marketing. Coca cola can be the best
example of branding. Before 1990’s; brand was bounded to particular services,
products and purchaser goods. Previously Confectionary goods (sweet, chocolates like
mars and coco cola), furniture, electrical appliances, cars and tobacco made goods were
branded and some companies would like to keep their corporate identity as compare to
brand therefore they stand behind the idea of brand. After having diverse problems in
corporate identity world in mid of 1990’s supporters of brand started the promotion of
several ideas for example “living the brand” as well as “delivering the brand promise”.
It has been tried to present brand as real entity of relevance with customers, staff and
stakeholders. In return of brand awareness competition became intense means
companies needed more effective routes to create differentiation and profile result is
pressure of cost. Great hype in customers’ expectations has been seen (Schmidt &
Ludlow, 2002).
What is Brand?
Before moving up to brand equity there is a need to know what brand is:
“Brand is a symbol, term, name, sign or design or a combination of these features that
identifies the services and products of a group or a group of sellers and distinguish these
product and services from the competitor.”(Kotler & Armstrong, 2008).
According to Charles Morris:
“Human society as dependent upon system of signs and signs and a person mind is
inseparable from the functioning of signs – if needed mentally not to be identified with
such functioning. (Charles, 1945)”
According Stephen king:
“A thing that is made in a factory called product; competitor is able to copy the product.
Something that is bought by customer called brand; a unique thing that cannot be
copied. A booming brand is everlasting; but a product gets out-of-date quickly as
compare to brand.”
Brand includes service, place, product, organization even a person. Brand is a promise
of his customer’s satisfaction, figure of speech among consumer and producer, vendor
and purchaser, player and viewers, environment and those who make their home in this
environment, an occasion and those who are attending that occasion (Healey, 2010).
A brand represents qualities and features that can be trusted more as compare to
nonspecific product. However building a brand is an expensive activity and requires
long-standing shore up.

“A brand is no longer what we tell the consumer it is — it is what consumers tell each
other it is.” (Scott Cook, co-founder, Intuit)
1.1.1 Brand Equity
The brand equity is introduced to elaborate four elements (brand awareness, brand
association, perceived quality, brand loyalty) and all these elements contribute in
building strong image of brands (Aaker, Building Strong Brands, 1996).
Consistency of brand equity is a huge task for any brand. Strong brand image lead
towards consumer buying behavior. Decision process can be made easier by strong
brand awareness, brand loyalty, perceived quality, brand association, word of mouth
and it also promotes a lot of repeat purchasing. All the elements of brand equity convey
the success of the product and in a result gives increased sales and revenues.
In the past few years, marketing managers and academics have shown increasing
interest in what constitutes and affects brand equity(Aaker, Managing Brand Equity :
Capitalizing on the Value of a Brand Name, 1991). This interest has highlighted a
number of unresolved issues or questions:
A fundamental issue involves the meaning of brand equity and its similarity to related
concepts, such as brand name and brand image.
Another issue is the relationship between brand equity on image and perceived quality,
which is sometimes used as a measure of these brand concepts.
We distinguish brand equity from brand image in terms of perspective. Brand equity is a
managerial concept: Managers engage in strategies (e.g., advertising, pricing) designed to

build positive brand equity for their products. On the other hand, brand image is the
perceptual concept of brand that is held by consumer. Brand equity and brand image are
highly related terms because in building brand equity, managers attempt to influence
consumer perception of a product (i.e., develop a positive brand image).
1.1.2 Consumer Behavior
The process of purchasing is a merger of physical and mental activities which finishes with
an actual purchase almost daily (Sheth & Mittal, 2004) hence it is interesting to find out
interrelation between “What to buy” and “Why to buy it”. In such state, customer decision
making is played a leading role by brands. Many factors and attributes are there which
effect consumers view and decisions. Consumers hold different perception and images for
any particular brand and many times they have to choose among different brands available
in the market that vary not much in its price. In this condition, consumer’s final decision
depends on different factors which are associated with brands.
Consumer is a one who purchase/consumes good and services which are available in the
market.
"The behavior that consumers display in searching for, purchasing, using, evaluating, and
disposing of products, services, and ideas."(Schiffman & Kanuk, 1997) Elaborate on the
definition by explaining that consumer behavior is, therefore, the study of how individuals
make decisions to spend their available resources (time, money, effort) on consumption-
related items.
1.1.3 The Fashion Industry in Pakistan

Pakistan has always been known for its textiles, manufacturing high quality products with
international standards in international market and local market. However, Pakistani local
brands/labels have established and gain recognition nationwide.
Pakistani fashion industry is experience its rapid trend and providing easy entrance into the
market of female clothing. This is due to huge and increasing demand of prêt wear and
unstitched branded cloths in females. It is because every woman wants to standout among
other by wearing branded cloths. Female clothing brands of Pakistan not only captured
local market but international market also.
Ready-to-wear apparel has changed the aspect of local fashion over the past few years.
Days are gone when one had to run after tailors and lace-vendors, trying to get an outfit
completed on time. The process doesn’t require much effort now. But while prêt wear
has undeniably revolutionized how Pakistanis dress themselves, there are many people
who still prefer sticking to their regular, tailor-made clothes. Has market for ready-to-
wear really grown big enough to overthrow the normal tailor or are we living through
just another trend that is likely to vanish out someday? Following this trend most of the
brands such as Gul Ahmed, Al Karam, Junaid Jamshed, Sana Safinaz, Nishat, Sapphire,
Khaadi and others have introduced prêt wear to the middle and lower-middle classes. Every
brand is offering such customer values to its customers that can increase their willingness
to buy same brand again and again. The market has grown tremendously over the last two
decades, particularly the last five years, several things have happened. Firstly, brands have
risen offering good quality stitched clothes, customers have given more options. Secondly,
the prices have become reasonable and thirdly, people have started valuing convenience a
lot more.
The ready-to-wear business has gone ahead of its time. The market might be much more
sophisticated but it’s still smaller than the unstitched fabric market. Attributing the
growing popularity of prêt wear to changes in the local lifestyles as our lifestyle swifts,
convenience, fashion conscience, lower cost and accessibility help the process. Increase
in local demand encourages different brands to come up with seasonal collection
therefore customers are now spoiled for choice.
E-commerce is the biggest game changer right now through which, Pakistani clothing
brands are available from Lala Musa to London. Due to the change in dynamics, the
physical retail store concept is becoming a dinosaur in our major cities, largely supporting
startups and second or third tier brands, on the other hand online retail has taken a large
chunk of the market as using these platforms national and international customers can
purchase local products without any hassles. As females have immense knowledge of
what’s new coming into market, they can easily recognize that which design belongs to
which brands.
A competition in Clothing sector is increasing to get maximum profit share in the market
by different brand and among the brands: branded clothing has switched the traditional
clothing interest of people. There are some brands which sold at high price on the other
side some sold at a low price with the same attributes and quality, why? Brand studies have
always been the key attention of the marketers as it’s directly connected to consumer.
1.2 Statement of the Problem
This research aims to study what factors consumers consider when selecting
brands. The key purpose of this study is to find out different factors that create influence
on consumer behavior in Karachi. This study will allow telling about customers who love
to wear more branded clothes. The topic is very important as Females are getting more
brands conscious and they consider brand as an important part of their personality and
symbol of status. Thus, there is a need to find out how much consumers are influenced by
a brand and what elements they keep in mind while shopping a particular brand?
1.3 Delimitations
Same like other researches, this research has also some limitations as study been
conducted with limited time and resources. The conduction of this study is being held in
Karachi only on female consumers of prêt wear & unstitched lawn wear.
1.4 Hypotheses
Following are the research hypotheses of the current study.
H1: There is an impact of Brand Awareness on Consumer Behavior.
H2: There is an impact of Brand Loyalty on Consumer Behavior.
H3: There is an impact of Brand Association on Consumer Behavior.
H4: There is an impact of Perceived Quality on Consumer Behavior.
H5: There is an impact of Word of Mouth has on Consumer Behavior.
1.5 Model of the Study
The conceptual framework is proposed below to make sure that Brand Awareness,
Brand Loyalty, Brand Association, Perceived Quality and Word of Mouth are as
independent variables have impact on consumer Behavior which is dependent variable.

Figure 1.1: Research Model
Brand Awareness
Brand Loyalty
Brand Association Consumer

Behavior
Perceived Quality
Word of Mouth
1.6 Scope of the Study
This research is focused to provide the complete information about different
factor and their impact on consumer behavior. In current marketplace, consumers depend
much on brands and according to brands try to enhance their personality. It has been an
observation that most of the consumers or customers consider different factors such as
Brand Awareness, Brand Loyalty, Brand Association, Perceived Quality and Word of
Mouth while going shopping.
1.7 Outline of the Study
This research consists on Chapters. Chapter-1 starts with an overview of the topic,
justification of the topic. The hypotheses for the research are also part of this chapter.
Chapter-2 is based on a literature review of literature on Brand Awareness, Brand
Loyalty, Brand Association, Perceived Quality and Word of Mouth and how these factors
contributes or impact on consumer behavior. Chapter-3 narrates selection of research
methodology which goes best with collection of primary data for the survey. Chapter-4
interprets results which are extracted after performing the statistical tests. At last,
Chapter-5 describes outcome and conclusions derived from the study.

CHAPTER 2: LITERATURE REVIEW
(Alkhawaldeh & Eneizan, 2018) Conducted a research to identify the impact of brand
awareness, brand image and perceived quality in building loyalty durable goods brand
in Jordan. Data collected using questionnaire, which was distributed to 200 respondents
in shopping mall. To verify the relationship between variables, coefficient was used
through PLS-SEM. The study found that brand awareness, brand image and perceived
quality are important to form and sustain brand loyalty of customers.
(Mabkhot et al., 2017) conducted a research to investigate the relationship between
brand image, brand personality and brand loyalty of local automobile brands in
Malaysia. Data was collected using a survey in 16 supermarkets and distributed to 576
participants of the survey. To verify the relationship between variables correlation
technique was used through PLS-SEM. The study found that brand loyalty, positive
image of the brand, customer satisfaction and brand trust leads consumer towards
buying.
(Naggar & Bendary, 2017) conducted a research to find out impact of experience and
brand trust on brand loyalty considering brand equity dimensions on mobile operator
subscribers in Egypt. Data was collected using questionnaire, which distributed to 600
mobile users. To verify the impact of variables cronbach’s alpha, coefficient and chi
square were used through SEM and path analysis. The findings of the study confirmed
that trust and brand loyalty are connected to each other and these help in creating and
maintaining customer relationship.

(Saleem & Raja, 2014) conducted a research to investigate the impact of service quality
on customer satisfaction, customer loyalty and brand in hotel industry of Pakistan. Data
was collected using questionnaire which distributed to 250 hotel customers of different
hotels. To verify the impact on variables, structural equation modeling technique was
used though SPSS. The finding of the study is product quality contributes in customer
satisfaction and customer satisfaction makes customer loyal which results effecting
purchasing behavior.
(Tabish et al., 2017) conducted a research to find relationship between brand loyalty,
brand image, customer satisfaction, promotion and trust. The research was based on
mobile phone industry of Pakistan. Data was collected using questionnaire, distributed
to 406 mobile phone users all over Pakistan. To verify the relationship between
variables, correlation and regression technique were used though SPSS. Brand image
and brand loyalty have positive relationship and brand loyalty encourages customer for
repurchase from same brand again and again. Furthermore, brand loyalty is kind of free
advertisement through word of mouth.
(Oladepo & Abimbola, 2015) conducted a research to investigate the influence of brand
image and promotional mix on consumer buying decision. The research was based on
beverage industry of Lagos state, Nigeria. Data was collected using questionnaire,
distributed to 400 beverage consumers in Lagos State. To verify the relationship
between variables, a correlation technique was used through SPSS. The study revealed
that promotions of the product link with the brand morality which encourages
consumers to repurchase from the brand.

(Deheshti et al., 2016) conducted a research to examined relationship between foreign
brand image and brand trust among buyers. The research was based on sport goods
industry of Qom, Iran. Data was collected using questionnaire, distributed to 279
athletes in the city of Qom. To examine the relationship between variables, correlation
and multiple regressions were used through SPSS. The revealed that brand awareness is
a concept which is based on brand image and customer experience helps in creating
brand loyalty and purchase intentions.
(Alavinasab et al., 2017) conducted a research to find out the effect of brand extensions
strategy on brand image. The research was based on home appliances and mobile phone
customers of LG in Iran. Data was collected using questionnaire, distributed to 376
users of LG products. To verify the relationship between variables, structural equation
modeling with regression and correlation were used using SPSS. When it comes to
extended products perceived quality doesn’t have significant impact over consumers
purchase.
(Tariq et al., 2017) conducted a research to verify the impact of EWOM and brand
awareness on purchase international having a mediating role of brand image. The
research was based on mobile phone users of Rawalpindi and Islamabad. Data was
collected using questionnaire, distributed to 300 students of 04 universities. To verify
the relationship between variables, cronbach’s alpha, correlation and regression
analysis were used. The study revealed that word of mouth and brand awareness have
strong and significant impact on brand image and a strong brand image contributed in
customer purchase intention.

(Satvati et al., 2016) conducted a research to demonstrate the relationship between
brand equity and consumer behavior. The research was based on the automobile
industry of Iran. Data was collected using questionnaire which distributed to 384
participants. To verify the relationship between variables, descriptive correlation was
used though structural equation. The study found that brand equity exhibited through
consumer preference which assists in purchase intention and brand awareness, brand
loyalty, brand association and perceived quality have significant impact on consumer
behavior.
(Sallam, 2016) conducted a research to examined the relationship between brand image,
corporate branding, brand equity and consumer behavior. The research was based on
the smart phone industry of Saudi Arabia. Data was collected using questionnaire,
distributed to 105 users of smart phone. To verify the relationship simple regression
and multiple regressions were used through SPSS. The study confirmed that brand
equity has a significant impact on consumer behavior. Consumer choice building for
brand is difficult at early stages but once it’s created it benefits company in long term.
(Lahap et al., 2016) conducted a research to verify the relationship between brand
image and consumer behavior. The research was based on hotel industry of Malaysia.
Data was collected using questionnaire, distributed to 300 guests of hotel. To verify the
relationship between variables, multiple regression technique was used through SPSS.
The study concluded that customer satisfaction can obtain with the help of strong brand
image which forms with brand loyalty, brand awareness, brand association and
perceived quality.
(Koapaha & Tumiwa, 2016) conducted a research to verify the relationship between
brand awareness, brand association, perceived quality and brand loyalty on consumer
buying behavior. The research was based on Starbucks customers in Manado,
Indonesia. Data was collected using questionnaire, distributed to 100 respondents who
are customers of Starbucks. To verify the relationship between variables, multiple
regression technique was used through SPSS. The study found that brands which have
large number of consumers, shows that their brand position is strong in the market and
that’s what makes brand famous. Furthermore, brand awareness, brand loyalty and
perceived quality have significant influence over consumer behavior whereas brand
association doesn’t.
(Sulibhavi & K, 2017) conducted a research to study the relationship between brand
image, satisfaction and customer’s loyalty. The research was based on the private labels
brand in Hubli-Dharwad City. Data was collected using questionnaire which distributed
to 186 respondents. To verify the relationship between variables, linear regression was
used. The study found that brand image and satisfaction have a significant impact on
brand loyalty and brand loyalty becomes a barrier when customer considers switching to
another brand.
(Saleem et al., 2015) conducted a research to verify the relationship between perceived
quality, brand awareness, brand image and brand loyalty. The research was based on
beverage sector of Pakistan. Data was collected using questionnaire, distributed to 150
beverage consumers in 04 cities. To verify the relationship between variables, Pearson
correlation, linear regression and multiple regression techniques were used through SPSS.
The study found that brand awareness, perceived quality have both positive and negative
impacts but on the other side brand awareness and perceived quality have significant
impact on brand loyalty when brand image is mediating variable. Word of mouth has
considered very important factor while purchasing.
(Asshidin et al., 2016) conducted a research to study the relationship between perceived
quality, emotional value and consumer purchase intention. The research was based on
local and American brands in Malaysia. Data was collected using questionnaire which
distributed to 270 students of higher education institutes. To verify the relationship
between variables, correlation method was used. Study revealed that purchase intention is
being affected by the perception of the quality of product if customer is satisfied with the
perceived quality it doesn’t matter whether the brand in foreign or local.
(Ahmad & Sherwani, 2015) conducted a research to examined the relationship between
brand equity dimensions and customer satisfaction. Data was collected using
questionnaire, distributed to 245 university students in New Delhi, India. To verify the
relationship between variables, multiple regression was used. Study concluded that brand
awareness, brand association, perceived quality and brand loyalty have significant impact
on customer satisfaction and brand loyalty has most influential effect on customer
satisfaction which ultimately takes towards purchase intention.
(Fatema et al., 2013) conducted a research to relationship between brand imgae, brand
loyalty and brand equity. The research was based on the Islamic banking sector of Dhaka.
Data was collected using questionnaire, distributed to 399 customers’ of Islamic Bank
Bangladesh Ltd in 43 branches. To verify the relationship between variables, KMO
measurement and regression were used through SEM. The study concluded that brand
loyalty exhibits that in the future customer will repurchase from their loveable brand and
purchase intentions of consumers are very influenced by it.
(Mirabi et al., 2015) conducted a research to figure out the relationship between brand
name, perceived quality, product packaging, price, advertising and consumer purchase
intention. The research is based on bono tile of Tehran, Iran. Data was collected using
questionnaire which was distributed to 384 customer of tile brand. To verify the
relationship between variables, confirmatory factor analysis and multiple regression were
used through SPSS. The study came up with a result that perceived quality, brand
awareness and advertising have positive impact on purchase intention by investing in
brand name, brand awareness can be risen and customers purchase intentions is a result
of assessment of their brand quality.
(Naeini et al., 2015) conducted a research to verify the relationship between perceived
quality, brand awareness, brand association, brand loyalty, purchase intent, brand
extension, willingness to pay higher prices, brand preferences. The research was based on
Sony video and audio products in Tehran. Data was collected using questionnaire,
distributed to 384 buyers of Sony. To verify the relationship between variables,
correlation was used. The study was found that perceived quality is more influential
dominant to brand equity but overall brand equity has a great impact on purchase
intention.
(Gunawardane, 2015) conducted a research to examined relationship between brand
awareness, brand association, brand loyalty and perceived quality, consumer purchase
intention. The research was based on telecommunication sector of Colombo district. Data
was collected using questionnaire, distributed to 150 users of mobile companies. To
examined the relationship between variables, correlation was used though SPSS. The
study found that perceived quality and brand awareness have an impact on purchase
intention so company should invest in all four dimensions of brand equity to get a
competitive advantage over its competitors.
(Akhtar et al., 2016) conducted a research to examine a relationship between brand
awareness, brand association, brand loyalty, perceived quality, and purchase decision.
The research is based on case study of L’Oreal skincare products in Lahore. Data was
collected using questionnaire which distributed to 100 students. To verify the relationship
between variables, regression and correlation techniques were adapted and analyzed
through SPSS. The finding of the research shows that companies to emphasis on brand
awareness, brand loyalty, brand association, perceived quality to dominant purchase
intention.
(Siali et al., 2016) conducted a research to prove the relationship between brand
awarness, brand loyalty, brand association, perceived quality, consumer purchase
decision. The research was based on footwear sector in Sarawak, Malaysia. Data was
collected using questionnaire, distributed to 384 young user of footwear brand.
Correlation coefficient techniques was adapted to prove the relationship between

variables. All independent variables found to have an influence on consumer purchase
decision.
(Vahdati & Nejad, 2016) conducted a research to prove the relationship between brand
personality, brand equity and word of mouth. The research was based on the case study
of Mellat bank in Iran. Data was collected using questionnaire, distributed among 440
customers of bank. To prove a relationship between variables, confirmatory factor
analysis was applied using structural equation modeling technique. Study was revealed
that word of mouth and purchase intention have significant relation and brand equity
have mediating impact on WOM and a positive word of mouth can increase opportunity
for a brand to influence purchase intention.
(Saleem & Ellahi, 2017) conducted a research to find out relationship between
homophily, trustworthiness, expertness, informational influence, high fashion
involvement, electronic word of mouth and purchase intention. The research was based
on the fashion products in Pakistan. Data was collected using questionnaire, distributed
among 503 Facebook users. To prove the relationship between variables, confirmatory
factor analysis was applied using SPSS. Study found that electronic word of mouth has
significant influence on purchase intention.

CHAPTER 3: RESEARCH-METHOD
In this chapter the research methodology will be described of my thesis which I have
selected to give answer the problem statement mentioned above in the first chapter.
Also the type of our research, research approach, and research design and data
collection techniques will be explained.
3.1 Method of Data Collection
The research is based on primary data. First hand data collected through
questionnaire, already used in earlier researches with the somewhat modification
required for the research. A questionnaire was designed in beginning stage and gets it
approved by the supervisor in order to meet the requirement and necessary parameters
to support the research. Research questionnaire was divided into two segments. First
part consists of demographic information of respondents which confined name,
occupation, marital status, age group and qualification. The other part contained the
questions about consumer behavior practices that have to be measured and are
correlated with brand awareness, brand association, perceived quality, brand loyalty
and word of mouth. . Likert’s Scale (Five points: 1- Strongly Disagree, 2-Disagree, 3-
Neutral, 4- Agree, 5- Strongly agree). I have targeted the population which is female
buyers of branded cloths, they could be students, working woman or house wives as
branded prêt wear and unstitched is famous among all regardless of age and profession.
3.2 Sampling Technique:
The data is collected through convenience sampling technique as we went to
different shopping malls in different areas of Karachi according to our convenience.
Questionnaire was provided to people and collect results from them. As the data is
collected from people belonging to different geographic having different
demographics, behavioral patterns and psyche so it gives a balance research data
without focusing on just one segment of market. Data is collected from different
shopping malls of Karachi and these shopping malls are located in different areas.
3.3 Sample Size:
Around 220 questionnaires were distributed among female branded prêt and lawn wear
consumer. 200 females responded. 10 did not return due to confidentiality of information.
10 were not usable. The main objective to collect data from different shopping malls is to
reduce the potential respondent’s biasness and collect reliable and valid data.
3.4 Instrument of Data Collection
A five points Likert’s Scale (Five points: 1- Strongly Disagree, 2-Disagree, 3-
Neutral, 4- Agree, 5- Strongly agree) questionnaire was prepared based on earlier
research and get it approved by thesis supervisor.
3.4.1 Validity of Instrument
The check the validity of questionnaire, questions related to Brand
Awareness, Brand Association, Perceived Quality, Brand Loyalty were
selected from (Lee & Leh, 2011) and Word of Mouth selected from
(Cakir & Cetin, 2013) questionnaires of past research papers with
slightly modification. Zikmund (2003) stated that “Validity is the

ability of an instrument to measure what is intended to measure”.
3.4.2 Reliability Test
The reliability of collected data was tested through SPSS 19 by using
Cronbach Alpha. If the value of Cronbach Alpha is more than 0.6, it
shows internal Consistency and reliability of questionnaire.
Following table shows the value of Cronbach alpha in this research:-
Reliability Statistics
Cronbach's Alpha N of Items
0.983 20
The above table indicates the research instrument has suitable reliability
to serve the research goals.
3.5 Research Model Developed
Brand Awareness
Brand Loyalty
Brand Association Consumer

Behavior
Perceived Quality
Word of Mouth
3.6 Statistical Technique
Since a single model is being used in research, in model relationship between
independent variables and deficit in leadership has been tested with the help of simple
regression method.
CHAPTER 4: RESULTS
4.1 Findings and Interpretation of the Result
Since the study contains on one dependent variable, therefore the study has one
model.
Model Summary
Adjusted R
Model R R Square Square Std. Error of the Estimate
a
1 .959 .920 .918 .36588
a. Predictors: (Constant), Brand awareness, Brand Association, Perceived
Quality, Brand Loyalty, Word of Mouth
The above model shows that high R value our model has strength 95.9%. The goodness
of fit and reliability of Model may be tested via ANOVA and the value of Adjusted R
square. The above table shows that a good model provide reasonably good explanation
(value of adjusted R square) which is up to 91.8%. Whereas below table shows the result
of ANOVA test. The sig value is less than 0.05 as well as F value (448.955) is also
significant showing that ANOVA test is significant. The ANOVA result signifies the
model fit for Regression.

ANOVAb
Mean
Model Sum of Squares Df Square F Sig.
1 Regression 35.462 5 7.092 448.955 .000a
Residual 3.065 194 .0.016
Total 38.526 199
a. Predictors: (Constant), Brand awareness, Brand Association, Perceived
Quality, Brand Loyalty, Word of Mouth
b. Dependent Variable: Consumer Behavior
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta T Sig.
1 (Constant) -0.090 0.131 -0.686 0.493
BA 0.099 0.061 0.080 1.630 0.105
BAS 0.171 0.064 0.162 2.651 0.009
PQ -0.208 0.081 -0.226 -2.570 0.011
BL 0.367 0.077 0.371 4.747 0.000
WOM 0.591 0.046 0.621 12.852 0.000
a. Dependent Variable: Consumer

Behavior
The above table provides the results of Regression model. The model to estimate
consumer behavior due to Brand Awareness, Brand Association, Perceived Quality,
Brand Loyalty, Word of Mouth. For the above model regression equation will be as
under:-
CB= βo+β1BA+β2BAS+β3PQ+β4BL+ β5WOM

Since the sig values of Brand Association, Perceived Quality, Brand Loyalty, Word of
Mouth is less than 0.05 and T-Values are also significant, where as the sig value of Brand
Awareness is greater than 0.05, therefore there is no significant impact of brand
awareness on consumer behavior, therefore the final version of equation would be
CB= -0.090+0.099BA+0.171BAS--0.208PQ+0.367BL+ 0.591WOM
4.2 Hypotheses Assessment
H1: There is an impact of Brand Awareness on Consumer Behavior
The sig value (0.105) of Brand Awareness (BA) is greater than 0.05 which shows that the
test is insignificant and there is no significant relationship between Brand awareness and
consumer behavior.
H2: There is an impact of Brand Association on Consumer Behavior
The sig value (0.009) of Brand association is less than 0.05 which shows that the test is
significant; therefore, hypothesis is accepted and there is a significant relationship
between Brand Association and Consumer Behavior.
H3: There is an impact of Perceived Quality on Consumer Behavior
The sig value (0.011) of Perceived Quality is less than 0.05 which shows that the test is
between Perceived Quality and Consumer behavior.
H4: There is an impact of Brand Loyalty on Consumer Behavior
The sig value (0.000) of Brand Loyalty is less than 0.05 which shows that the test is

between Brand Loyalty and Consumer Behavior.
H5: There is an impact of Word of Mouth on Consumer Behavior
The sig value (0.000) of Word of Mouth (WoM) is less than 0.05 which shows that the
test is significant; therefore, hypothesis is accepted and there is a significant relationship
between Word of Mouth and Consumer Behavior.
4.3 Hypothesis Assessment Summary
Sr. No Hypothesis Beta Value T-Value Sig Value Remarks

There is an impact of Brand
1 Awareness on Consumer 0.099 1.630 0.105 Rejected
Behavior
2 Association on Consumer 0.171 2.651 0.009 Accepted
Behavior
There is an impact of
3 Perceived Quality on -0.208 -2.570 0.011 Accepted
Consumer Behavior
4.747
4 Loyalty on Consumer 0.367 0.000 Accepted
Behavior
There is an impact of Word
5 of Mouth on Consumer 0.591 12.852 0.000 Accepted
Behavior
CHAPTER 5: DISCUSSIONS, CONCLUSION,

IMPLICATION and FUTURE RESEARCH
5.1 Discussion
Pakistan textile industry is experiencing an extreme change from last decade.
When we talk about the fashion industry in Pakistan it’s more focused on prêt and lawn
wear and strongly association with clothing industry. It created an effect on the society
with regard to be fashion conscious, fashion trends, willingness to have branded look:
which shows notable growth in consumer’s interest towards prêt and lawn wear. In This
research, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty and
Word of Mouth are used as independent variables to investigate the influence on
Consumer Behavior.
The research of the study shows that Brand Association, Perceived Quality, Brand
Loyalty, Word of Mouth has significant influence on Consumer behavior, whereas Brand
Awareness’ does not.
5.2 Conclusions
Brand Awareness and Consumer Behavior result indicates insignificant
relationship. However, while conducting survey most of the respondents provide positive
feedback. But result appears opposite, which indicated that consumers have brand
awareness but it’s not enough to influence to buy a prêt and lawn wear.
Brand association is a set of attribute which offered by particular brand. Consumers,
more likely to associate prêt and lawn wear with attributes such as quality, innovative,
fewer changes of being defective, price and prestige. Consumers will likely to purchase a
brand which offers features and attributes which are providing satisfaction against their
needs. Therefore, a lawn brand which is maintaining and trying best to provide as many
brand associations as possible will ultimately experience growth in its sales.
Perceived Quality has a significant impact on Consumer Behavior shows that consumers
mostly rely upon overall quality and features are offered with product which meets their
expectation and perception. If any brand fails to deliver good quality products then
consumers will not like to buy, as they are not getting a value of their money in terms of
quality which they tend to have.
Brand Loyalty has a significant impact on Consumer Behavior which shows consumer
continual engagement with a brand. Consumers are loyal to their particular prêt and lawn
wear brand as their particular brand is succeeded to provide benefits and offerings which
can satisfy consumers’ needs.
Word of Mouth also has a significant impact on Consumer behavior which shows that
Word of Mouth has great impact over consumer choice and considered an important tool
when it comes to communication in our society, as in Pakistan mostly people have joint
family system and Word of Mouth unlikely to be ignored. People talk and share about a
particular brand with friends, colleagues, parents, relatives and others most of the
consumer go with a reference group opinion. This perspective gives chance sometimes to
discover a new brand which previously they did not wear.
5.3 Implications
This research provide an insight to clothing brands that prêt and lawn wear is
directly effecting by Brand association, Perceived Quality, Brand Loyalty & Word of
Mouth. Therefore, clothing brands are recommended to maintain and keep on rising, so
their products can be at the top-of-mind level in mind of consumer to get a competitive
advantage. Brands should be maintaining product quality to minimize the chances to
switch to another brand as it’s easy to retain a loyal customer rather than new one. When
consumers will be satisfied with the product quality and loyalty to brand they will talk
about it and also recommend others to buy from that particular brand.
While above variable has significant impact on Consumer behavior there is Brand
Awareness which failed to create an influence on Consumer Behavior. Brands are
recommended to create awareness through advertisements, marketing campaigns and
social media.
5.4 Future Research
This research carried out some suggestion for future research. First of all, a large
sample size may help to come up with generalize results as this study is conducted in
Karachi only the same can be carried out in other cities of Pakistan. Secondly, the related
study can be conducted on other industries like footwear, cosmetics, home appliances etc.
Lastly, same model with some more variable, containing mediating factors such as brand
image and marketing mix can be carried out to execute better research on same topic.
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APPENDIX
Questionnaire
Factors Influencing on consumer behavior: A Study of Fashion Brands of
Lawn in Pakistan.
Name: _________________________________
Contact No: _____________________________
Email address: ___________________________
Dear Respondent,
As a partial fulfillment of the requirements for the degree of MBA, a study is being
conducted to analyze the influencing factors of Consumer Behavior: A Study of Fashion
Brands of Lawn in Pakistan. You are, therefore requested to fill in the following
questionnaire. The information provided will be kept confidential and will only be used
for this research.
Note: VISUALIZE YOUR FAVOURITE LAWN BRAND BEFORE FILLING IT

Age:
18 – 25 26 – 35 36 – 45 46 or above
Qualification:
Matric Intermediate Graduation Masters or above
Occupation:
Business Employee Student Housewife
Marital Status:
Unmarried Married
Income:
Rs. 15,000 – 25,000 Rs. 26,000 – 35,000
Rs. 36,000 – 45,000 Rs.46, 000 or above
Shopping Frequency:
Once in a six months Twice in a six months
Thrice in a six months Four times in a six months
Strongly Strongly
Disagree Neutral Agree
S. No. Brand Awareness (Aw) Disagree Agree
(2) (3) (4)
(1) (5)
I have no difficulty in imagining
1
this brand in my mind.
I can recognize this brand among
2
competing brands.
This brand comes up first in my
3 mind when I need to make a
purchase decision on the product.
Brand Associations (BA) (1) (2) (3) (4) (5)
During use, the brand is highly

4
unlikely to be defective.
I can quickly recall the logo of this
5
brand.
In its status and style, this brand
6
matches my personality.
Perceived Quality (PQ) (1) (2) (3) (4) (5)
7 This brand is of good quality.
I can expect superior quality from
8
this brand.
This brand is better as compared to
9 other brand(s) of the product in
terms of the color/design/fabric.
Brand Loyalty (BL) (1) (2) (3) (4) (5)
I will definitely buy this brand of
10
product again.
I will definitely buy this brand of
product although its price is higher
11
than the other brand(s) of the
product that offer similar benefits.
I will not buy other brands, when
12
this brand is available
Word of Mouth (WOM) (1) (2) (3) (4) (5)
For my clothes choices, I take
13
advice from those whom I trust.
I ask for advice from the people
14 around me before choosing a
brand.
I choose the brand that I get more
15
advice about.
Consumer Behavior (1) (2) (3) (4) (5)
16 Access to this brand is easy.
17 The brand provides promotional sales.
18 The price of this brand is reasonable.
19 I like the product quality of this brand.
I search for information about smart
20 phone from time to time
Thank you very much for your cooperation.

VARIABLE VIEW
DATA VIEW
DATA OUTPUT

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Factors Influencing on Consumer Behavior- A Study of Lawn Fashion Brands in Pakistan

Factors Influencing on Consumer Behavior - A

Ilma University Formally Institute of Business & Technology

MBA Program- Marketing

ACKNOWLEDGEMENT AND DEDICATION

able to complete my MBA thesis.

I really thank my parents for supporting me in achieving my dream and completing my

my biggest strength throughout my life.

point of this study is to examine factors influencing on consumer behavior and to

in Karachi by using non-probability sampling. Furthermore linear regression

these factors to get a competitive advantage.

Keywords: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty,

Word of Mouth, Consumer Behavior.

1.1 Overview …………………...…………………………..... 1

4. CHAPTER 2: LITERATURE REVIEW……………………………... 11

5. CHAPTER 3: RESEARCH METHODS……………………………... 20

3.1 Method of data collection………………………………… 20

4.1 Findings and Interpretation of the result………………... 23

7. CHAPTER 5: DISCUSSIONS, CONCLUSION, POLICY

2. Table 4.2 ANOVA 23

marks on their manufactured goods(Ritson, 2006). At the very beginning stage

example of branding. Before 1990’s; brand was bounded to particular services,

stakeholders. In return of brand awareness competition became intense means

product and services from the competitor.”(Kotler & Armstrong, 2008).

According to Charles Morris:

such functioning. (Charles, 1945)”

According Stephen king:

copied. A booming brand is everlasting; but a product gets out-of-date quickly as

nonspecific product. However building a brand is an expensive activity and requires

long-standing shore up.

other it is.” (Scott Cook, co-founder, Intuit)

1.1.1 Brand Equity

building strong image of brands (Aaker, Building Strong Brands, 1996).

number of unresolved issues or questions:

concepts, such as brand name and brand image.

which is sometimes used as a measure of these brand concepts.

managerial concept: Managers engage in strategies (e.g., advertising, pricing) designed to

consumer perception of a product (i.e., develop a positive brand image).

1.1.2 Consumer Behavior

depends on different factors which are associated with brands.

1.1.3 The Fashion Industry in Pakistan

brands/labels have established and gain recognition nationwide.

local market but international market also.

in local demand encourages different brands to come up with seasonal collection

therefore customers are now spoiled for choice.

1.2 Statement of the Problem

Following are the research hypotheses of the current study.

H1: There is an impact of Brand Awareness on Consumer Behavior.

H2: There is an impact of Brand Loyalty on Consumer Behavior.

H3: There is an impact of Brand Association on Consumer Behavior.

H4: There is an impact of Perceived Quality on Consumer Behavior.

H5: There is an impact of Word of Mouth has on Consumer Behavior.

1.5 Model of the Study

independent variables have impact on consumer Behavior which is dependent variable.

Figure 1.1: Research Model

Brand Association Consumer

1.6 Scope of the Study

This research is focused to provide the complete information about different

Mouth while going shopping.

1.7 Outline of the Study

Chapter-2 is based on a literature review of literature on Brand Awareness, Brand

contributes or impact on consumer behavior. Chapter-3 narrates selection of research

Chapter-5 describes outcome and conclusions derived from the study.