PREFERENCE OF DESIGNER LAWN AMONG TEENAGE GIRLS IN KARACHI

Methods of Business Research

Ayman Hina Daudpota
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Contents
Acknowledgement ........................................................................................................................................ 3 Abstract ......................................................................................................................................................... 4 INTRODUCTION ............................................................................................................................................. 5 Research Question1 .................................................................................................................................. 6 Research Question2 .................................................................................................................................. 6 Research Question3 .................................................................................................................................. 6 Research Objectives: ................................................................................................................................. 6 Literature Review .......................................................................................................................................... 7 Method ......................................................................................................................................................... 9 Results & Findings ....................................................................................................................................... 10 Discussion.................................................................................................................................................... 15 Conclusion ................................................................................................................................................... 16 Questionnaire ............................................................................................................................................. 17

Acknowledgement
All praises and thanks to Allah Almighty by whose powers and glory all good things are accomplished. He is also the most merciful who bestowed on us the potential, ability and an opportunity to work on this Report. It is a matter of great pleasure to express our cordial gratitude to our honored teacher Sir Qazi Salman for his wise and painstaking guidance that he has so generously given us throughout this Report work. I respectfully offer my thanks to my family and friends who devoted their lives for my disciplined training especially for their love, sincerity and mellifluous affections which hearten me to achieve success in every sphere of life and without whose encouragement and moral support, the present report would have been a mere dream.

Abstract
Lawn is the summer favorite for Pakistani women, different designers competes with each other to show that who is in and who is out, but what is the outcome of this? Is it the designer fame which is attracting the females to buy their lawn or the prints and designs which they introduce. . Karachi being a city having all sorts of communities represents the whole Pakistan, where 7 to 9 months summer take place and March is the month in which lawn exhibitions start to endorse their lawn. A sample of 60 females was selected through snowball sampling, the data was collected through the questionnaires and qualitative data analysis techniques were used to analyze the data. Analysis of the data has indicated that the highest preference of designer lawn is among the females between the ages of 15-25, while the most important factor for that determines the preference of consumers regarding the designer lawn is quality.

INTRODUCTION
Living in a metropolitan city like Karachi, the chances are high that every woman is attracted by the thing which is called to be Summer Lawn. Thousands of women look forward to the summer collection of different designers. Billboards and banners are placed everywhere which are meant for the acknowledgement and promotions. These billboards and banners are used basically to gain attention of females and through which they decide the particular designer they have to follow. But the main question arises that what are those factors which creates that significant preference in females. Some females are attracted and inspired from the billboards and the models which come in celebrity endorsement while there are others too who select particular lawn because of the designers fame. Its like the more famous designer is the more he will be preferred. There are females too who only select considering the quality and the print, they have their own taste of style that what will more suits them. They also consider colors, which is an important aspect regarding females preference. Color combination creates an unusual feature which is worked out to catch the attention of females. Different designers work to make their lawn more unique and more distinctive. Above all these factors the main phase is the price aspect. Normally females try to buy those designer lawn prints which are at reasonable and discounted prices, so they seek out those designers who come in their budget. Exhibitions are been placed for the massive promotion and through celebrity endorsement designers catch the attention of females towards their lawn collection. And females make use of as a fashion statement and also show their brand loyalty that are they stick to their favorite designer or else they try different designers lawn. In this study I have conclude the factors which are the key points of the preference for designer lawn. My study will make clear all those benefits and drawbacks which females mostly find while selecting or purchasing particular lawn.

Research Question1: What are the key factors which are affecting the preference of
females in buying designer lawn?

Research Question2: Is celebrity endorsement is one of the factor through which the
females are being attracted?

Research Question3: What is the most important factor among all those factors which are
affecting the preference?

Research Objectives:
To understand the reasons of preference of Designer lawn among teenage girls of Karachi. To study the brand loyalties that exists in this segment and the reasons of Brand loyalty. To understand the link between characteristics of any designer lawn and its preference.

Literature Review
Recently Lawn exhibitions have become very popular in the metropolitan cities and it can be observed from the excessive advertisement that cloth manufacturers these are spending huge amounts on the marketing of these lawns and celebrity endorsement. Ultimately the consumers have to bear all the cost of these marketing expenses, it isnt something new to the Pakistani markets but since this trend is prevailing and prospering in the markets therefore it becomes extremely important to study that what changes are brought by these exhibitions in the perceptions of the females. Another fact that adds to the importance of this study is that there hasnt been any report which specifically focuses on this issue. According to (Tam, 2007) brand has always been important for the customers preference and in this way companies have an opportunity to increase their margin profit by the awareness of his customers. With brand image quality also is very important as females usually find that those which are with high prices are not necessary that they must have the fine quality (Dr.Kapoor & Dr. Kulshrestha). And normally females here first go for the quality, if the quality is fine then further they will decide that whether they have to buy it or not as according to (Zeb, Kashif, & Javeed, 2011) quality is an important attribute which should be focused but at the same time it is been mentioned by (Zeb, Kashif, & Javeed, 2011) that mostly females in Pakistan more consider style rather than the quality. Where (Dr.Kapoor & Dr. Kulshrestha) has state that the price is directly proportional to the quality, if the price is high so the quality should stand that price. (Tam, 2007)Talks about the promotions that mostly consumers are stick to that same brand just because of effective promotion, but at the same time (Holmberg & hnfeldt, 2010) states that promotion is not the only reason through which consumers are normally attracted towards brands or designer clothes. Females are really mindful when they buys their clothes, they keep in their minds normally more for design and style. As (Dr.Kapoor & Dr. Kulshrestha) (Holmberg & hnfeldt, 2010) has conducted this study that when females select cloths they go for style and self appearance so that they can leave an impression on others. Style factor is important but with that price is also a main aspect which is also included in the buying decision of consumers. Normally young girls prefer low price with good quality and fashionable stuff (Azevedo, Pereira, & Ferreira, 2008) (Holmberg & hnfeldt, 2010). This study conducts those variables which shows the prospective which are related to the buying behavior of females for lawn. Hence, it determines that the quality and price matters allot in buying any particular designer lawn.

Many research studies have been carried around the world out for the purpose of indentifying what are the factors associated with preference branded cosmetics product but there hasnt been any study which particularly focus on this issue in paf -kiet. Different studies suggest that preference branded cosmetics product depends upon different factors such as quality, Advertisement, style and presentation of that particular brand, reason for preference, Quality, Cultural influences and the ease of availability although there lacks a common factor which all the studies consider as the most strongest indicator of branded cosmetics product preferences.

Every year a huge number market share is been consumed by different designers as lawn is something for which females await very anxiously and though this way marketers conduct their interest as consumers shows their response. (Zeb, Kashif, & Javeed, 2011). According to (Tam, 2007) if a consumer is loyal to a particular brand so it is a plus point for the business as it will reduce the cost of marketing. But if the consumer is buying something that she hasnt plan to buy or that which is new in fashion so it will not stick to the brand loyalty (Holmberg & hnfeldt, 2010) Celebrity endorsement is a tool for brand awareness (Tam, 2007) it happens allot that many buy lawn by being attracted towards their favorite celebrity. If a designer is hiring a model or actress who is very well known so it might happen that females start buying keeping them in their mind, but it does not work in all cases.

Method
The study has been conduction through the questionnaire method of Data collection through the internet; the questionnaires were delivered to the respondents through facebook. The questionnaires were developed using qualitative approach having questions in multiple choice and numeric rating scales. The characteristics for being a perfect respondent included being student of a university and having age between 15-25. The sample size which was selected for the purpose of this study was 60 respondents the main reason for selection of this sample was that it was a decent sample size considering the time, financial resources and the access. The questionnaires were delivered to the respondents through facebook and the responses were stored in an excel sheet which was being updated with each response. After completion of 60 responses the data has been analyzed qualitatively and there it hasnt been subjected to any statistical tests due to unfamiliarity with the advance software used for data analysis. The time utilized for the collection of responses was one week in which 60 responses were completed, the instructions were written on the questionnaires to help the participants.

Results & Findings

Followings chats are the results which are been conducted through a questionnaire from 60 responses.

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From the above chats following points can be examined: Every year often females purchase designer lawn Females are less interested in attending exhibitions According to 90% of females they do not go for the celebrity, they have their own preferences. As I have selected eight factors which are print, design, celebrity/model, brand, quality, color, prestige and price and in those eight factors females select print, design and quality whereas price also matters. Mostly females prefer Gull Ahmed from my given options in the questionnaire. 55% of females are sometimes conscious about the price but not always. Regarding designers lawn females are not brand loyal, they will switch to another if they find out something more interesting and stylish. And the last point examines that the females will likely to try out the upcoming and new stuff which will be introduced in the market.

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Discussion
The above charts examines that females are really fond of dress in designers lawn, every year thousands of females purchase designer lawn to stand with fashion and style statement. Its not necessary for them to visit different exhibitions, exhibitions doesnt take an important place in females preference as whatever they prefer or choose all depends on their prospective and style. Its like whatever they want to carry they will go for that. Designers normally hire different celebrities for the sake of promotion, and through this way they make celebrity endorsement among the females. As it is also state in some of the earlier studies that consumer when buy a particular brand so she select it for the quality not by the influence of the celebrity which is been promoted for the brand. So that means that celebrity endorsement is an unimportant feature. As I have already mentioned above that I have selected eight variables for my questionnaire to see which one make the preference more strong. Those eight variables are print, design, celebrity/model, brand, quality, color, prestige and price. 65% of the females said that quality is the most important thing which comes in their preference, after that it is the print for which 60% of females state that it is import ant. The least important variable for which 48% state that it is least significant for them is celebrity/model. In the questionnaire it was been asked that what if their favorite designer lawn is unavailable, will they switch to another one? So 72% of females state that they would surely like to tries any other designers lawn. It happens allot that often females are really conscious about price, they avoid buying expensive stuff. But when it was been asked that are they conscious about price when buying expensive designers lawn so almost 55% of females state that they are sometimes conscious.

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Conclusion
In the introduction part of my study I state three research question they were, What are the key factors which are affecting the preference of females in buying designer lawn? What is the most important factor among all those factors which are affecting the preference? Is celebrity endorsement is one of the factor through which the females are being attracted? So, in my conclusion I would like to give a brief answer, firstly the factors which are affecting females preference are price, color, design, print, quality, brand, prestige and celebrity/model. And among those factors or variable the most important factor according to the preference of females is quality. If the quality is good then the stuff will be fine too. It usually happens that females give important to the quality, for them the quality should be fine or else they will go for that thing which has the best quality. Celebrity endorsement is not that factor through which the females are being attracted; it is like they dont care that if their favorite celebrity is in that same dress. In selecting clothes they have their own preference. Finally I would like to state that the main objective was to find out the reason for the preference of designer lawn among females and the reason is that go for the best quality.

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Questionnaire
Gender__________ Occupation________ Age________

1) Do you wear designer lawns? Yes No 2) How often you purchase designer lawns every summer? Very often Often Less often Once or twice 3) How many times have you visited Lawn exhibitions? Many times Often Less often 4) Would you purchase a dress if your favorite celebrity or model wears it? Yes No 5) If for the above question your answer is yes so give an appropriate reason that why? If no then move further. ______________________________________________________________________________

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6) On a scale of 1-5 rate the following items where 1 stands for most important and 5 stands for not important at all:
1 Print Design Celebrity/model Brand Quality Color Prestige Price Print 2 3 4 5

7) What Lawn brand or designer do you usually prefer? Gull Ahmed Vaneeza Firdous Al-karam Other _____________ 8) When you buy a particular lawn so are you conscious about price? Yes Sometimes Never

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9) Suppose if your favorite designer lawn is not available in the market, so will you switch to any other? Yes No 10) Are you most likely to buy a brand you know to a new up and coming brand? Yes No

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