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  • Research Brief Case 2 - Attire

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    1921 Priyam Prakash
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    Attire, a fabric brand from India, has opened its first store in Pakistan and wants to understand the Pakistani market potential. They need research on consumer buying behaviors, motivations, product comparisons, and competitors to formulate a 3-year marketing strategy. The proposed research methodology is a quantitative survey using face-to-face interviews targeting men and women aged 18-30 from higher socioeconomic classes in Karachi, Lahore, and Islamabad. The findings will help Attire align its marketing objectives and strategies to the Pakistani market environment.

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    Attire, a fabric brand from India, has opened its first store in Pakistan and wants to understand the Pakistani market potential. They need research on consumer buying behaviors, motivations, product comparisons, and competitors to formulate a 3-year marketing strategy. The proposed research methodology is a quantitative survey using face-to-face interviews targeting men and women aged 18-30 from higher socioeconomic classes in Karachi, Lahore, and Islamabad. The findings will help Attire align its marketing objectives and strategies to the Pakistani market environment.

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    12 views2 pages

    Research Brief Case 2 - Attire

    Uploaded by

    1921 Priyam Prakash
    Attire, a fabric brand from India, has opened its first store in Pakistan and wants to understand the Pakistani market potential. They need research on consumer buying behaviors, motivations, product comparisons, and competitors to formulate a 3-year marketing strategy. The proposed research methodology is a quantitative survey using face-to-face interviews targeting men and women aged 18-30 from higher socioeconomic classes in Karachi, Lahore, and Islamabad. The findings will help Attire align its marketing objectives and strategies to the Pakistani market environment.

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    of 2

    CASE 2: ATTIRE: QUESTIONNAIRE DEVELOPMENT

    CONTEXT Attire as a fabric brand enjoys leadership in India and a very strong equity among
    the consumers.

    Attire has made first foray Pakistan market with first store opened at Karachi. This
    was possible because of the better trade relationship between two countries and
    making inter country trade of fabric and apparel possible.

    However, we have not been able to make big inroads in the wholesale channels
    which is one of the core strengths of Attire and also a channel which will give us
    sizeable volumes / revenue.

    To assess potential of Pakistan Market in terms of market size, product mix,


    consumer buying behavior to formulate marketing strategy for three years
    growth plan.

    TASK? Indicative information areas are as follows:

    1.Motivation behind purchase; value drivers, benefits vs. costs pertaining to different
    types of fabric

    2.Frequency of purchase- how often, in what volumes and seasonal effect

     Place of purchase (Distributor, Wholesaler, EBOs, MBOs)


     Fabric Market (Casual, Formal, Semi casual)
     Occasions

    3.Triggers/Barriers for choosing a brand/product

    4.Product comparisons of ATTIRE vis-à -vis domestic (local) and foreign competitors
    with regard to

     Triggers/Barriers to usage
     Product line
     Quality
     Pricing
     Communication

    5.Strength and weakness of the competitors

    HOW WILL THE RESEARCH BE The findings from the research which will highlight the reality in terms of hard
    USED? numbers about the opportunity in Pakistan market and thus align its marketing
    objectives, strategies, and systems that are optimally adapted to the current and
    forecasted marketing environment

    SUGGESTED RESEARCH Quantitative -– PAPI Face to Face interview


    METHODOLOGY?
    CASE 2: ATTIRE: QUESTIONNAIRE DEVELOPMENT

    RESPONDENTS TO BE RECRUITED?  Men and women


    Target Group  18-30 yrs.
     From SEC A, SEC B and elite Households
     Students and early jobbers

    • The markets we plan to conduct the research are: Karachi & Lahore &
    Centers: Islamabad

    sample size: Karachi -180

    Sample design Lahore-150

    Islamabad -120

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