Consumer Behavior towards

Group members

1. Nabila Nafsin 072 858 530
2. Tabassum Zaman 082 030 030
3. Khwaja Hossain Mohammad shafey 072 189 530
4. Sayeed Md. Ibrahim 083 132 030
5. Syed Jishan Ahmed 083 660 030
6. Syed azeem Haider 072 661 530



Our objectives is to identify
the market structure and
strategies of Deshal,what are
the needs expected from it and
how Deshal interpret the needs
and deliver the product
accordingly successfully


Start up

The word Deshal originates from a
Bengali word

Deshal had started its journey in 2005
by three students f the I nstitute of
Fine Arts, Dhaka University having
an objective of introducing a trendy
and contemporary look in fashion
wear with a very affordable price

Deshal now runs with five different
branches employing more than a
hundred employees


Market segmentation
Focused mainly on young people
(age group comprised of mostly people at
the 18-35 age group level )


The middle class and upper
middle class (as they are large enough
segments for Deshal to be profitable and also
a market with needs which Deshal believes it
can satisfy)


Marketing Strategy
Product
Deshal not only have practically
introduced vibrant colors to the
generation, their designs and fabric are
also unique class society


PRODUCT CLASS PRODUCT
ASSORTMENT
Fotua and Kurta Gents fotua, baby fotua,
shirt, panjabi, ladies fotua,
Salwar Kaleez
Kameez, baby kameez,
orna/scarf, shemiz
Saree block/karchupi/others, baby
saree, ladies shawl
Jewellery andOthers


bed sheet, earring imitation,
necklace clay, bracelet
bangles ring imitation, toe
ring nupur
Pricing
Deshal products are priced
keeping in mind the need of both
upper and middle class society




PRODUCT
CLASS
PRICE RANGE (in Taka)
Shalwar kameez Tk.800-1000
Fotua (men and
women)
Tk.300-500
Punjabi Tk.500-900
others Tk.60-1200
Marketing Strategy

Promotion
Deshal promotes
itself through advertising
in print media, such as in
newspapers and
magazines

Placement
While locating their
branches Deshal ensured
consistency with their
target market,
Methods of Branding Strategy
Competitive positioning strategy
I ts about how to differentiate products in terms of market profile,
customer segments, demographics, and competitive analysis (SWOT
analysis)
How the company will position its products
How the company will deliver its value proposition to customers

Emotional benefits strategy
Associate the customers in an emotional manner such as
product attributes (benefits, color, advantages, etc)
I dentify which benefits affect customers emotionally
Finally jot down all the ideas and implement it


Branding strategy :
Defining the brand Deshal
- Enhance the brand value of the core
product
- Position the product using mission
statements, brochures, flyers, etc.
- Product uniqueness such as packaging,
labels, colors, etc.
- I nteraction with customers

SWOT Analysis :
Strengths:
Uses domestic raw materials
Cost efficient
Good quality .
Loyal customers.
Cultural
Weaknesses :
low price competition..
Less innovativeness.


SWOT Analysis :
Opportunities :
Population
Upgrading consumers
Building brand image
Can expand their market

Threats :
Aggressive price competition from local boutique.
Cheap foreign cloths dominating a huge market share .
May loose market share in future.
Consumer

To better understand the
consumer of Deshal and their
behavior we go through the
external and internal
influences and identify the
various factors that have an
influencing effect on the
consumer buying patterns.



External Influences

For Deshal the nature of their products is
influenced by a number of these factors:
culture
demographics
social status
group influence
Internal Influences
Perception
Motivation
Personality


Decision Process

Dress with a deshi touch to it

The sheer diversity in the
products

affordable prices

various designs




Recommendations
Designs
I ncrease the number of outlets
Products Range
I mprove Quality
Remove Dead Stocks
Consumers Awareness


Conclusion
We have found that Deshal try to influence their
consumer through environmental factors

One of the many boutiques in Bangladesh

Attracting good number of consumers

Giving good competition

Will prosper in the future



Thank you

Any question