Factors influencing the purchasing decision of Sapphire customers

By :
Rija Imran
FDM
Rija.2016-2323@tip.edu.pk

To :

Maam . Faiza Azeem

Dated :
3/5/19
2
Table of Contents

1. ABSTRACT

2. INTRODUCTION

2.1. BACK GROUND TO THE RESEARCH PROBLEM

2.2. RESEARCH PROBLEM

2.3. RESEARCH QUESTION

2.4. INVESTIGATIVE QUESTION

2.5. RESEARCH OBJECTIVE

2.6. SIGNIFICANCE OF THE PROPOSED RESEARCH

2.7. SCOPE OF RESEARCH

2.8. RATIONALE

2.9. LIMITATIONS

3. LITERATURE REVIEWS

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4. RESEARCH METHODOLOGY

4.1. Population

4.2. Unit of analysis

4.3. Sampling method and size

4.4. Measuring instruments

4.5. Data gathering process

4.6. Analysis approach

5. APPENDIX

6. REFRENCES

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1.ABSTRACT

This study aims to provide an insight on the buying behavior of women, in

general, in the apparel industry, specifically, and what factors trigger this buying
behavior. Through previous researches, variables were identified and operational
zed in this study.
The study included a sample of 100 consumers and 2 staff, who were interviewed
to know the factors affecting purchasing decisions of the consumers. Purposive
sampling, and Convenience sampling were used to get the sample of respondents
during the study. Data were collected through questionnaires and interviewed, both
primary data were used. Primary data such as questionnaire and interview method.
Data analysis was based on descriptive statistics and presented in tables and
percentages.

2. INTRODUCTION :

2.1 Background to the research problem :

Clothing: (also known as clothes, apparel and attire) is a collective term for
items worn on the body. Clothing can be made of textiles, animal skin, or other
thin sheets of materials put together. The wearing of clothing is mostly restricted
to human beings and is a feature of all human societies. The amount and type of
clothing worn depend on body type, social, and geographic considerations. Some
clothing can be gender-specific. Physically, clothing serves many purposes: it can
serve as protection from the elements and can enhance safety during hazardous
activities such as hiking and cooking. It protects the wearer from rough surfaces,
rash-causing plants, insect bites, splinters, thorns and prickles by providing a
barrier between the skin and the environment. Clothes can insulate against cold or
hot conditions, and they can provide a hygienic barrier, keeping infectious and
toxic materials away from the body. Clothing also provides protection
from radiation. Wearing clothes is also a social norm, and being deprived of clothing in
front of others may be embarrassing, or not wearing clothes in public such
that genitals, breasts or buttocks are visible could be seen as indecent exposure.

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Garment industry : The production of clothes, which was considered to be an art
in the prehistoric period, has undergone several technological changes. The
technological innovations have helped apparel manufacturers, brand merchandisers
and retailers to shift towards a new global reality where customer choice and
service are not just the priorities; but have the potential to create a difference
between the success and failure in a highly competitive market. Today, in the
global apparel trade, the retailers and brand merchandisers are playing a dominant
role, and the apparel industries continue to change faster than ever. The retail
sector is becoming increasingly concentrated, and the largest international retailers
are becoming more powerful through mergers and acquisitions. To become
successful in the highly competitive market, it is essential to understand each and
every aspect of the apparel business. This introductory chapter describes the global
scenario of clothing production, major challenges and ways to face the challenges
and the future trends in apparel production.
History of garment industry in the world : clothing and Garment Manufacturing.
Clothing, traditionally made at home or by custom tailors, began to be
commercially produced in the early nineteenth century. In Chicago this industry
developed rapidly after the Great Fire of 1871 and remained one of the most
dynamic sectors until the Great Depression.
Fashion and garment industry in Pakistan : The fashion industry in Pakistan is
witnessing fast growth and youth which comprise about 32 percent of Pakistan’s
population appear to be speedily seeking the favor. There are numerous luxurious
fashion brands in the country and their annual sales volume runs in billions of
rupees. In an exceedingly competitive market, these brands try to come up with the
most creative designs. These brands are focusing the youth and meeting their
demands. Brand consciousness among the people, is increasing rapidly. Television
and social media are playing a substantial role in changing the mindsets of the
youth. Fashion shows are also major contributors in changing the mindset of the
youth. Youth is conscious about brands because they think that they look attractive
and more elegant in trademark. A fashion product is showing drive and
multifariousness in Pakistan. Most of the sales of branded clothing taking place
through franchises that have bought the right to sell these products to consumers
while the online sale of the clothes is also gaining grounds; mostly youth prefers to
buy online products
History of garment industry in Pakistan : The origin of the Indian textiles is
thought to be the Indus Valley civilization, situated in modern Pakistan, where
people used homespun cotton to weave garments. Historically, the Indus valley

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region engaged in significant trade with the rest of the world. The silk from the
region, for example, is known to have been popular in Rome, Egypt, Britain, and
Indonesia.[5]
In the 1950s, textile manufacturing emerged as a central part of Pakistan's
industrialization, shortly following independence from the British rule in the South
Asia. In 1974, the Pakistan government established the Cotton Export Corporation
of Pakistan (CEC). The CEC served as a barrier to private manufacturers from
participating in international trade. However, in the late 1980s, the role of the CEC
diminished and by 1988-89, private manufacturers were able to buy cotton from
ginners and sell in both domestic and foreign markets. Between 1947 and 2000, the
number of textile mills in Pakistan increased from 3 to 600. In the same time
period, spindles increased from 177,000 to 805 million.
Consumer Behavior : Consumer behavior is the study of individuals, groups, or
organizations and the processes they use to select, secure, and dispose of products,
services, experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society.
This research explains the factors that Sapphire uses to retain its customers so that
they don’t shift and maximum profits are earned by Sapphire .

2.2 Research Problem Statement

Factors influencing Sapphire customers to make buying decisions

2.3 Research Question

What are the factors that influence purchasing decisions of Sapphire customers ?

2.4 Sub Questions

 What are the factors that stimulate users to switch from one member to
another ?
 In consumer’s perspective what they want from an local apparel brand like
quality, style, design, durability, comfort, fabric quality, status etc., Also to

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  To critically examine the steps that local apparel manufacturing companies
are taking to match with consumer preferences.
 The awareness level of customers regarding different local apparel brands in
Pakistan.

2.5 Objectives of Study

The Objectives of conducting this research on success factors in branding of
apparel industry are;
• To critically examine the theory relating to consumer behavior towards
apparel brands.
• To find out and analyze the factors those make a local apparel brand like
sapphire , successful in Pakistan.
• To measure and investigate the successful branding strategy by comparing
local (Pakistani) and international brands.
• To do comparative analysis of quality control standards of local and
international apparel brands and also gives some recommendations for
improvement.
• Parameters on which consumer compare local brands with international
brands.

2.6 Significance
The study was expected to impact knowledge to societies and academicians on
the influenced factors that affecting Sapphire consumers purchasing decision. To
gain in-depth and analyses the factors affecting purchase decisions of the
consumers. Provide contributions to Sapphire to gain better insights into customer
mind and possibility to evaluate their sells; also, the findings help to provide
suggestions for product development opportunities.

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2.7 Scope of study
This research highlights the potential strength that makes Sapphire successful.
After this research, it will be examined that on the bases of what factors and
attributes customers prefer Pakistani apparel brands . Also show about the
consumer preferences, what they want from an apparel brand? What quality they
want? What is their buying behavior and their involvement to a specific product
etc.
This research will help to know about Sapphire , their good branded products that
are able to compete with international brands. This Research will also help in the
context of manufacturers to find that why consumers switch from one brand to
another and what are the things that influence the purchasing behavior of the
customer .

2.8 Limitations
As does any examination, this investigation has a few confinements that ought to
be tended to., I have thought about female populace of Karachi . To have a
superior thought of by and large populace of the city further study can be directed
in which both male and female populace can be considered. Another restriction
was that of the example measure. Just 200 ladies were taken to direct the
investigation, be that as it may, it is smarter to consider a greater example measure
which relates to the number of inhabitants in the city. For this examination we just
gathered information from the ladies who utilize long range interpersonal
communication locales. Another limitation would be the responses of the online
questionnaires emailed to customers. Egg : If 100 were sent that questionnaire only
60 of them responded , which held me back from gathering more data .

2.9 Rationale
Sapphire was established in Dec 2014 stating it’s not very old like Gul Ahmed ,
Khaadi and Alkaram , so I as a researcher wanted to know what factors kept
sapphires customers influenced to make more purchases . I also wanted to check
which are the primary factors and which are the secondary factors effecting
purchases in the digital modern era .

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 3 LITERATURE REVIEW

Hareem Zeb, Kashif Rashid, and M.Bilal Javeed, ( 2011 ) indicated that
status branding, brand attitude, paying premium for branded clothing, self-
concept and reference groups were found to have positive effects on female
consumer buying behavior while increasing consumer involvement in
fashion clothing.
Syeda Quratulain Kazmi , ( 2012 ) purposed hypothesis 1 that was
accepted which stated that availability of product does not have strong
effect on the popularity of product as well as sale is not effecting and so
hypothesis 2 is rejected. Among various variables which effect consumer
buying pattern I choose AWARENESS and AVAILABILITY of the product
as two main variables which have strong effect on popularity and sale of the
product
Saadia Nasir , Dr. Prakash Vel & Hafsa Mateen ( 2012) The results
indicate that women of Pakistan consider traditional word of mouth to be more
authentic than social media for making purchase decisions related to their
apparels. This business is gaining momentum as a good designer dress is
considered to be a status symbol amongst women .
Rashid Saeed, Rab Nawaz Lodhi, Alhaj Muhammad Junaid Mukhtar,
( 2013 ) Either consumers want to be loyal and attach themselves with
brands or they don’t want to attach with one brand? Results elaborates that
brand image don’t have a positive relation with purchase decision, brand
attachment has a moderate positive relation with purchase decision and
environmental effects don’t have a positive relation with purchase decision
Bashir, Zeeshan, Sabbar, Hussain & Sarki , ( 2013) suggested that
buying behavior is predicted by security, life satisfaction, gender role, financial
satisfaction, in group contact and life style variables of cultural values and
lifestyles of Pakistani consumers.
Adnan ahmed , nawaz ahmed , ( 2013) explorations led to discover that how
much the free factors impact the needy variable . The buyer purchasing choice
is emphatically founded on bundling and its highlights . Bundling is significant
component in feeling of the deal advancement just as treated a standout
amongst the most significant variables to impact the client purchasing choices.

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 Muhammad Ehsan Malik, Muhammad Mudasar Ghafoor, Hafiz Kashif
Iqbal , ( 2013 ) Brand image and advertisement play a crucial role to boost up
any business performance as brand image is an implied tool which can positively
change people’s buying behaviors and advertisement is behaving as a driving force
for any business as it’s an effective source to convey your message and stay in
Pakistani customer’s mind .
Muhammad Arslan , ( 2014 ) reveaed l the positive effect of brand image and
service quality on consumer purchase intention. The objective of this research is to
determine the relationship between brand image, service quality and price on
consumer purchase intention.
AHMED RIZWAN RAHEEM1 , PARMAR VISHNU2 AND AMIN
MUHAMMAD AHMED, 2014 ) concluded that the packaging elements like its
Colour, Packaging material, Design of Wrapper and innovation are more important
factors when consumers making any buying decision. Finally it has also been
concluded that the Packaging is one of the most important and powerful factor,
which influences consumer’s purchase decision.
Faiza Amir1 , Syed Fijaj Zahur2 , Ather Nadeem Qureshi3, ( 2014 ) research
showed that the impulsive buying behaviour of Pakistani women is greatly
influenced by social desirability, and a positive relationship was found with all the
other variables (impulsivity, TV/Media, self-esteem, anxiety) .
Hamid Tahmasebifard, ( 2015 ) suggested that variables of product quality, and
brand advertising and name had the highest impact on customers' purchase
intention, but the two variables of packaging and price didn’t have a significant
impact on customers' purchase intention
Kakiza Clara , ( 2015 ) investigated the main factors affecting purchasing
decisions of the consumers . In this study researcher and also discovered subjective
factors and objective factors which motivate buying behavior such as individual
factors, final consumers, price, quality and trust towards purchasing environment.

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4 RESEARCH METHADOLOGY

A research method is a systematic plan for conducting research. Sociologists draw

on a variety of both qualitative and quantitative research methods, including
experiments, survey research, participant observation, and secondary data.
Quantitative methods aim to classify features, count them, and create statistical
models to test hypotheses and explain observations. Qualitative methods aim for a
complete, detailed description of observations, including the context of events and
circumstances

4.1 Choice of Methodology

I am conducting a descriptive research as I am working on the characteristics of
the factors I am currently studying , which will give me rich information and can
be carried out in controlled environments .

Objective
Statistical . This is methodically planned, designed, and formatted to collect
quantifiable data. Grouping responses into set choices will provide statistically
conclusive data. This allows you to measure the significance of your results on the
overall population, as well as track the changes of your respondents’ opinions,
attitudes, and behaviors over time.

Approach
I believe my approaches are quantitative and qualitative . quantitative because I
made questionnaires which will be graphed , recorded on the basis of mean and
qualitative as I will be researching on their characteristics as well .

4.2 Population
All Pakistani apparel industries are included in this

4.3 Unit if analysis

The unit of analysis is the entity that frames what is being analyzed in a study, or is
the entity being studied as a whole, within which most factors of causality and

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change exist. The unit of analysis should not be confused with the unit of
observation. The unit of observation is a subset of the unit of analysis

4.4 Population/ Sample

Pakistan females for the best results total 100 questionnaire were distributed
among the targeted audience of Karachi . 60 completed questionnaires have been
received back, making the response rate to be 60 %.

4.5 Sample Size

Non-probability (convenience) and purposive sampling , has been used to collect
data. The reason for selecting of this method is that this method was used in many
research papers which were explored from the literature review. Second reason for
selecting this method was the short time span and I had to collect data in the
specified time. Sample size was 60 for this study. Purposive sampling because I
was researching on Sapphire so had to question sapphire customers

4.6 Instrument
The primary data that was collected was with the help of survey questionnaires,
and the data was collected from females aged between 18 and 50 through verified
questionnaires that were floated both online and physically filled by respondents
in different locations of Karachi .

4.7 Data collection

The data collection method in this research is Primary which will be done in the
following ways :
 Questionnaire
 Interview

4.8 Analysis approach

I will be using descriptive statistical analytical method

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5 APPENDIX

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6 REFRENCES

(3)
 Zeb , H . Rashid , K . Javed . Mbilal ( 2011) Studied status
branding, brand attitude, paying premium for branded clothing .
http://www.ijtef.org/papers/107-F504.pdf

• Kazmi , Q ( 2012 ) Among various variables which effect consumer buying

pattern the most . https://zamaros.net/Consumer%20Research%20-
%20pasta.pdf

 Nasir , S . Vel , DR. P . & Mateen , H . (2012 ) Women of Pakistan consider

traditional word of mouth to be more authentic than social media for making
purchase decisions related to their apparels
https://ro.uow.edu.au/cgi/viewcontent.cgi?referer=https://scholar.google.co
m.pk/ HYPERLINK
"https://ro.uow.edu.au/cgi/viewcontent.cgi?referer=https://scholar.google.co
m.pk/&httpsredir=1&article=1462&context=dubaipapers"& HYPERLINK
"https://ro.uow.edu.au/cgi/viewcontent.cgi?referer=https://scholar.google.co
m.pk/&httpsredir=1&article=1462&context=dubaipapers"httpsredir=1
HYPERLINK
"https://ro.uow.edu.au/cgi/viewcontent.cgi?referer=https://scholar.google.co
m.pk/&httpsredir=1&article=1462&context=dubaipapers"& HYPERLINK
"https://ro.uow.edu.au/cgi/viewcontent.cgi?referer=https://scholar.google.co
m.pk/&httpsredir=1&article=1462&context=dubaipapers"article=1462
HYPERLINK
"https://ro.uow.edu.au/cgi/viewcontent.cgi?referer=https://scholar.google.co
m.pk/&httpsredir=1&article=1462&context=dubaipapers"& HYPERLINK
"https://ro.uow.edu.au/cgi/viewcontent.cgi?referer=https://scholar.google.co
m.pk/&httpsredir=1&article=1462&context=dubaipapers"context=dubaipap
ers


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  Saeed , R . Lodhi , RN . Mukhtar , A ( 2013) Consumers want to be loyal
and attach themselves with brands or they don’t want to attach with one
brand.
https://pdfs.semanticscholar.org/950b/bcf21159ecfc1e4572170e8174f20c15
6555.pdf

• Bashir , Zeeshan , Sabbar , Hussain & Sarki ( 2013) ) Buying behavior is

predicted by security, life satisfaction, gender role, financial satisfaction, in
group contact and life style variables of cultural values and lifestyles of
Pakistani consumers.
https://www.researchgate.net/profile/Shahid_Bashir7/publication/269996744
_Impact_of_Cultural_Values_and_Life_Style_on_Impulse_Buying_Behavio
r_A_case_study_of_Pakistan/links/549e13f70cf2d6581ab6441a.pdf

• Ahmed , A . Ahmed , N ( 2013) How much the free factors impact the
needy variable
https://s3.amazonaws.com/academia.edu.documents/32806888/1372183064.
pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A HYPERLINK
"https://s3.amazonaws.com/academia.edu.documents/32806888/1372183064
.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=155622
3011&Signature=M24oqmX88XtCWy2%2BihKh631wgck%3D&response-
content-
disposition=inline%3B%20filename%3DRole_of_Packaging_in_Consumer
_Buying_Beh.pdf"& HYPERLINK
"https://s3.amazonaws.com/academia.edu.documents/32806888/1372183064
.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=155622
3011&Signature=M24oqmX88XtCWy2%2BihKh631wgck%3D&response-
content-
disposition=inline%3B%20filename%3DRole_of_Packaging_in_Consumer
_Buying_Beh.pdf"Expires=1556223011 HYPERLINK
"https://s3.amazonaws.com/academia.edu.documents/32806888/1372183064
.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=155622
3011&Signature=M24oqmX88XtCWy2%2BihKh631wgck%3D&response-
content-
disposition=inline%3B%20filename%3DRole_of_Packaging_in_Consumer
_Buying_Beh.pdf"& HYPERLINK
"https://s3.amazonaws.com/academia.edu.documents/32806888/1372183064

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 .pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=155622
3011&Signature=M24oqmX88XtCWy2%2BihKh631wgck%3D&response-
content-
disposition=inline%3B%20filename%3DRole_of_Packaging_in_Consumer
_Buying_Beh.pdf"Signature=M24oqmX88XtCWy2%2BihKh631wgck%3D
HYPERLINK
"https://s3.amazonaws.com/academia.edu.documents/32806888/1372183064
.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=155622
3011&Signature=M24oqmX88XtCWy2%2BihKh631wgck%3D&response-
content-
disposition=inline%3B%20filename%3DRole_of_Packaging_in_Consumer
_Buying_Beh.pdf"& HYPERLINK
"https://s3.amazonaws.com/academia.edu.documents/32806888/1372183064
.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=155622
3011&Signature=M24oqmX88XtCWy2%2BihKh631wgck%3D&response-
content-
disposition=inline%3B%20filename%3DRole_of_Packaging_in_Consumer
_Buying_Beh.pdf"response-content-
disposition=inline%3B%20filename%3DRole_of_Packaging_in_Consumer
_Buying_Beh.pdf

 Malik , E . Ghafoor , M. Iqbal ,H (2013) stated that brand image and

advertisement play a crucial role to boost up any business performance as
brand image
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.388.2140
HYPERLINK
"http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.388.2140&rep=r
ep1&type=pdf"& HYPERLINK
"http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.388.2140&rep=r
ep1&type=pdf"rep=rep1 HYPERLINK
"http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.388.2140&rep=r
ep1&type=pdf"& HYPERLINK
"http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.388.2140&rep=r
ep1&type=pdf"type=pdf

• Arsalan , M (2014) stated in this research that the relationship between

brand image, service quality and price on consumer purchase intention.

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 https://pdfs.semanticscholar.org/87c6/767fbe37eaf9bb1b26f5b10b51a74a80
a7b9.pdf

 Amirl, F . Zahur , F . Querishi , A ( 2014 )packaging elements like its Color,

Packaging material, Design of Wrapper and innovation are more important
factors when consumers making any buying decision
https://www.researchgate.net/profile/Rizwan_Ahmed12/publication/263652
021_IMPACT_OF_PRODUCT_PACKAGING_ON_CONSUMER'S_BUYI
NG_BEHAVIOR/links/0a85e53b69d8b47b1c000000/IMPACT-OF-
PRODUCT-PACKAGING-ON-CONSUMERS-BUYING-BEHAVIOR.pdf

• Raheemi , Ar . Vishnu , P & Ahmed , MA ( 2014 ) Packaging is one of the

most important and powerful factor, which influences consumer’s purchase
decision .
http://rassweb.org/admin/pages/ResearchPapers/Paper%202_1497129523.pd
f

 Tahmasebifard , H . (2015) variables of product quality, and brand

advertising and name had the highest impact on customers' purchase
intention, but the two variables of packaging and price didn’t have a
significant impact on customers' purchase intention
http://www.jmest.org/wp-content/uploads/JMESTN42350395.pdf

 Clara , K . ( 2015 ) main factors affecting purchasing decisions of the

consumers.
http://scholar.mzumbe.ac.tz/bitstream/handle/11192/1070/MBA-
CM_Clara%20Kakiza_2015.pdf?sequence=1

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