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ASSIGNMENT

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Consumer Behaviour

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Submitted By
shahroz ali
Reg#

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2183150

Submitted To

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Maam Asma Omer

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TABLE OF CONTENTS
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 History
 Mission
 Vision
 Slogan
 Market segmentation
 Positioning
 Targeting
 Marketing mix
 SWOT analysis
 Competitors
 Customer value
 Brand image
 Brand personality
 Customer loyalty
 Customer retention
 Make strong brand image in its customer mind?
 Decision making process
 Halo effects
 Repositioning of outfitters
 Perceived prices of outfitters
 Perceived quality of outfitters
 Learning
 Elements of learning
 Perception
 Sensory input
 The absolute threshold
 The differential threshold
 Perceptual organization
 History
Outfitters, Outfitters Junior, Bang and Ethnic are all brands of the parent company Times
Clothing Pvt. Ltd. Established in 2003, and having its headquarters located in Lahore over an
area of 70,000 sift, Times Clothing introduced the fast fashion business concept to Pakistan.
Times Clothing Pvt. Ltd. has a long-standing commitment to sustainability. Indeed, the principle
of sustainability is incorporated into every aspect of the company's business from product design
to manufacturing and distribution. From its early days in 2003 as a manufacturer of knits and
woven, it has expanded its product range and now specializes in design manufacture, marketing,
and distribution of ready-to-wear apparel and accessories. Today its production capacity has
reached up to 1,800,000 pcs annually. Outfitters also established in 2003 as the retail arm of
Times Clothing Pvt. Ltd. has grown to become the market leader in Pakistan with more than 65
stores spread over 14 cities. Initially Outfitters focused on Men's and Women's street smart
fashion, however, a few years later in 2008 a brand for kids was launched by the name of
Outfitters Junior. In 2009 another brand focusing on the wholesale side of the market namely
bang was introduced and in 2011 a Women's Eastern Wear brand, Ethnic has been launched.
Most recently Outfitters has opened its first Store outside Pakistan in Dubai and plans to add
many other destinations to that list in near future.

Mission:
mission statement: “Lifestyle merchandising is our business and our passion. The goal for our
brands is to build a strong emotional bond with the customer. To do this we must build lifestyle
environments that appeal emotionally, and offer fashion correct products on a timely basis. Our
customers are the reason and the inspiration for everything we do.”
Vision: “To increase the lifespan of the durable products through a closed loop economy”
Slogan: Erase Your Limits

The Outfitters with a slogan “Erase your limits” generates a very wrong message to the youth,
that they should exceed all the limitations.
 : MARKET SEGMANTATION OF OUTFITTER:
Market segmentation is the selection of groups of people who will be most receptive to a product. The
most frequent methods of segmenting include demographic Variables such as age, Sex, race, income,
occupation, education, household status, and geographic location: psychographic variables such as life-
style, activities, Interests and opinions; product use patterns and product benefits. Much Segmentation
involves combinations of these methods. No matter how segments are defined however, they are
characterized by considerable change over time.
There are many different ways to segment your target markets. There are mainly four types of market
segmentation:
Demographic segmentation: By personal attributes such as age, marital status, gender, ethnicity,
sexuality, education, or occupation.

 Age: Few years ago outfitters brand segmented its customers according to their age. Its provides
all type of products for the people of all ages for example outfitter brand has huge product line
from children to old people. The target audience is the young people who wear jeans as fashion.
On the other hand the outfitter offer products for all ages. so mature and old people are also come
under age segmentation of target audience.
 Gender: gender segmentation of outfitter brand is for male and females. They manufacture
brands for both genders.
 Income: upper and upper middle class income people are come in this segmentation. The prices
Of outfitters brand is not so high so they only target those people who
Earn a good amount of income and it affordable to purchase the brands.
 Occupations: In the occupational segmentation they have segmented their market in
Different ways. Students, profession also. Business men & women and Executive.
 Education: Well educated people.

Geographic segmentation: Geographic segmentation calls for dividing the market into different.
Geographical units such as nation, states regions, countries, cities or Neighborhoods. The outfitter brand
in one or a few geographic areas or operate in all but pay attention to local variations. Outfitters brand has
segmentation market according to region that are given below:
Countries in this region:
In Pakistan Outfitter Company divide their brand in many branches.
LAHORE: Y-Block, Defense, Wapda Town, Mall Of Lahore, Packages Mall
KARACHI: Park Tower ,Dolmen Mall, Tariq Road, Attrium Mall, Ocean Mall, lucky one mall.
ISLAMABAD: Rana Market, City Centre, Centaurus Mall
Faisalabad, Multan, Gujranwala, Peshawar, Sialkot, Sialkot, Bahawalpur, Rahim Yar Khan, Sargodha,
Sahiwal, Gujrat, Hyderabad:
Psychographic segmentation: basic of psychographic segmentation are given below:

 Life style
 Activates
 Values
 Interests
 Personality
Behavioral segmentation: in this segmentation following segment are consider by outfitter brand.
How people use the product, how loyal they are, or the benefits that they are looking for.

 Brand loyalty
 Benefits
 Usage rate
 Occasion

Targeting of outfitter
Once the firm has identified its market-segment opportunities, it has to decide how Many and which one
to target. Outfitter has opportunist in different Segmentation. They target its market according to their
brands and relating Segmentation.
Outfitter brand targets its market among the following classes:

 Upper class: People who belong to this class they always to experience those products which
provide them quality products. Due to high income class they do not consider the price factor. So
outfitter is the brand that has eared popularity throughout the world and it is symbol of quality
which is demanded by this class. So outfitter brand is targeting this class and people from all age
rang and both genders will be targeting from this class.
 Upper Middle Class: in this class people having good education professionals and corporate
Executives and business owners belongs. They have a great touch with the world and have good
income. They can afford to wear costly products. So, people from this class will also targeting.
Target Market Strategy:
Target market strategy adopted by outfitters IS basically on having long-term relation with their
customers and to provide them with better product. Through their good quality product and best services
they always attract customer.

Positioning
In this last step, your goal is to identify how you want to position your product to target the most valuable
customer segments. Positioning defines where your product (item or service) stands in relation to others
offering similar products and services in the marketplace as well as the mind of the consumer. A good
position gives the product a USP (Unique selling proposition)

 Positioning differs between countries, market segmentations. For example, outfitter in Americas
and much of Europe the emphasize in on jeans as casual attire.
  In contrast, Pakistan is wears indicate to the social fashion awareness and high status.
 For youngster adults who want to casual attire, engineer’s jeans by outfitter provide a unique fit
and functional status.

Marketing mix
PRICE:
The pricing strategy of every company is very important, as the consumers want the best goods at the
lowest possible prices.

 List price: Product sold at listed price.

 Credit sales: Products are only sold for cash or on credit cards
 Discount: outfitters offers limited time" Discount offers". Especially at the end or change of the
season.
 Price Determination: Cost of the product. Affordable for the target market. Demand of the
product Uniqueness and innovative features of the products

Place:
 Channels:
Direct selling channel
Shortest and simplest form of distribution channel

 Location
Lahore, Karachi, Islamabad, Rawalpindi, Multan, Faisalabad, Gujranwala, Sialkot and Gujrat.

Promotion:
 Sales promotion:
Outfitters is focusing on it public relation activities.
Using messaging services for its loyal customers in order to inform them about discount
offers or any other new arrivals

 Advertising mediums
Fashion Magazines
Newspapers
Bill boards, banners
 It also makes many events for big sale.
 Website (www.outfitters.pk.com)
Product:
 Variety: Jeans, shirts, cotton Pants belts, sun glasses, watches, lady begs, wallets, shoes
and jacket.
 Features: up to date style
 Design: latest cuts
 Colors: different color seen in their clothes
 Size: small(S), medium(M), large(L) (XL) and (XXL)

SWOT analysis
Strength
 Customer loyalty( customer have long term relationship)
 Strong brand name
 Great location all over the world
 High standard of quality
Weaknesses
 Price factor considered to be expensive
 Limited target audience
 No discount offering
 No free delivery service
Opportunities
 More opportunities towards women section
 Recently Started the Kid's section require more attention
 Create discount store
 Announced sale on end of every season
Threats:
 Competitors at global level
 Customer change in tastes in every day
 Bad economy as compare to Europe
 Competitors Outfitters:
Outfitters brands have main competitor are

 Fifth Avenue
 River stone
 H&M
 Levis

But outfitter is one of the brands that expand the business the business increasingly
than any other brand with in a Pakistan.

Outlets outside the Pakistan Recently from last 2 years Outfitters has opened its first
Store outside Pakistan in Dubai and plans to add many other destinations to that list in near
future.

Customer value:
Customer value is the satisfaction a consumer feels after making a purchase for goods or services
relative to what she must give up to receive them. A consumer doesn't consider value just in
terms of money spent, but can also consider the time it takes to obtain a purchased product and
interactions with customer service personnel.

 That is important outfitters giving a price that makes the Customer believe he is getting
more than he pays for the benefits he gets versus competitive offers.
 The image of the outfitters, including the brand and the trust in the company or when the
Customer appreciates the Values of the company including sustainability. These create
Value for the Customer
 For outfitters Giving the Customer a product that works as it is meant to (as perceived by
the Customer) and easy for him/her to understand and use (so that no unnecessary time or
energy has to be expended)

Maslow hierarchy of need:

 Physiological need is a concept that was derived to explain and cultivate foundation
for motivation. Outfitters use to fulfill physiological needs by providing all types of
product s and introducing new styles.
 Once physiological need are satisfied, safety and security need takes precedence.
Outfitters fulfils safety needs by easing them to change product within two days in
case of color or size or any other season.
 After physiological and safety needs are fulfilled, the third level of human needs are
seem to be interpersonal and involves feeling of love and belonging. Outfitters fulfils
these needs by having a big playroom for kids containing toys and also providing
8ood quality products
  Esteem needs are ego need or status needs. People develop a concern with getting
recognition, status, importance and respect from others. Outfitters fulfills their
customers esteem needs by building of confidence in them after using the brand.
 This level of need refers to realization of one's full potential. Maslow describes this
as the desire to accomplish everything that one can, to become the most one can be.
Outfitters by fulfilling all other needs also fulfills this need as fulfillment of all needs
automatically causes fulfilment of self- actualization.

Brand image:

Brand image is a current view of the customer about a product. It can be define as a unique bundle of
associations within the minds of target customers.

 Initial brand image of outfitters: cowboys, lumberjacks & traditional

 Never compromised on its classic brand personality
 Memorable advertising initiative in television
 Lovable brand image helped to achieve strong market share
 Products that reflects its iconic yet modern brand image
 Growing strong with a lovable brand image

Brand personality:

Brand personality is a set of human characteristics that are attributed to a brand name. A brand
personality is something to which the consumer can relate; an effective brand increases its brand equity
by having a consistent set of traits that a specific consumer segment enjoys.

 Outfitters Brand Personality framework: Excitement

 Excitement: Daring, Spirited, Imaginative & Independent
 Shaped its brand personality amidst its target market
 A great experience for the it target market
 outfitters: A lovable brand personality
 Signature by outfitters
 Ethical -bold& cool jeans brand for youngsters
 ideal approach with strong brand images implemented for each brand

Customer satisfaction: Consumer satisfaction are positively related to marketer profitability and
market share.

 For outfitters brand that is important to gives less prices and high quality product to their
customer in this way customer satisfy with outfitters brand.
 Outfitters Provides good customer service and show your customer that they are important to you
and treat them with the courtesy, respect and interest that you would hope for in their place. In
this way we completely satisfy their customer.
 If you want your customer use positive word of mouth then answer your emails promptly and get
all the necessary phone service, including voice mail and call forwarding.
  For outfitters that is necessary to maintain a positive in the customer image for customer
satisfaction.
 With the passage of time customer need a new trend and design if we do that we completely
satisfy our customer.
 Outfitters offer proactive service to customer. The best proactive strategies make regular contact
throughout the consumer lifecycle.

Customer loyalty:

Your customer are the most important piece of your business. No customer means no business. You
might be thinking.

Simply because the more loyal the customers feel to your brand, more likely they are recommend you. In
the other words, it cost seven times more acquire a new customer than to retain an existing one.

If we fellow these point we can easy increase the customer loyalty.

 For loyalty that is important when you make a mistake admit it. Mistakes happen and customers
have many platforms to share their experience with your outfitters brand.
 Employees are extremely important for improving customer loyalty. Make sure your employees
have the proper training and tools to enhance the customer experience.
 Addressing them by name, sending them a birthday greeting or an offering a coupon on the
anniversary of when they became a customer. Customer appreciate the personalized message that
you send them because it can help create an emotional bond.
 Talking with your customer can serve several purposes. For starters you can find out what made
them become customer of yours in the first place. This information could be used to generate
future content and marketing campaigns.

Customer retention:
Customer retention is the collection of activities a business uses to increase the number of repeat
customers and to increase this profitability of each existing customer. Outfitters do some
strategy. With the help of these strategy we maintain our customer retention
 improve our customer service
 start a customer loyalty program
 send engaging email to customers
 offer a discount or credit to return

How outfitters make strong brand image in its customer mind?

By properly marketing itself outfitters will present its better image to the world. By clearly describing
facilities its image its will help in growing customer mind. Outfitters will ensure the punctuality of
quality, service of the outfitters and their standard must be world class. Quality and customer service for
the outfitters will be strongly checked. Friendly behavior and friendly attitude with the customer also
create a strong brand image in customer mind. Customer Loyalty progress, offer discount and credit term,
send engaging email to customer with the help of this term would maintain brand image in the customer
mind.
Perceptual mapping: Respondents are asked questions about their experience with the
product in terms of its performance, packaging, price, size, etc. Theses qualitative answers are
transferred to a chart (called a perceptual map) using a suitable scale (such as the Likert scale),
and the results are employed in improving the product or in developing a new one.

Decision making process of outfitters: Decision making can be defined as a process of

choosing between alternative to achieve a goal. It is the process by which an individual chooses
one alternative from several to achieve a desired objective.
 Recognize need: The first step of decision making is to realize/ recognize the need. In
outfitters, you realize need for a better product quality to stay after you get purchased.
 Search of information: check what kind of products can be used to satisfy the need. In
outfitters you begin looking at different product options on the shop and web, talking to
workers about them, and visiting shop to look at them.
 Evaluation of Alternatives: The consumer now evaluates all products and brands which
satisfy his need. Outfitters products are expensive but satisfy various needs, while Levis
does not introduce trend design.
 Purchase Decision: Make the appropriate purchase. In outfitters you decide what the
best product for you is, you evaluative criteria and decide when, where and how to
purchase it.
 Post-Purchase Evaluation: After the outfitters purchase is made, the consumer analyzes
if he has made the right decision. In case, if he realizes that he has made the wrong
 decision, he faces Cognitive Dissonance. If he has made the right decision, He gets
delighted.

Halo effects: Halo effect is the tendency for positive impressions of a person, company, brand
or product in one area to positively influence one's opinion or feelings in other areas.
When we have a look over a person wearing an outfitter’s clothes. He looks tall, rich and good-
looking person will be perceived as being intelligent and trustworthy, even though there is no
logical reason to believe that height or looks correlate with smarts and honesty. Another study
found that physical attractiveness has a positive effect not only on a person's self-confidence but also on
their overall income and financial well-being

 If you like one aspect of something, you'll have a positive predisposition toward
everything about it.
 If you dislike one aspect of something, you'll have a negative predisposition toward
everything about it.

Perceived positioning and repositioning: Why should buyers purchase your

offering versus another? If your product faces competition, you will need to think about how to
“position” it in the marketplace relative to competing products. Positioning is how consumers
perceive a product relative to the competition. Companies want to have a distinctive image and
offering that stands out from the competition in the minds of consumers.

Many companies use taglines in their advertising to try to position their products in the minds
of the buyer. A tagline is a catchphrase designed to summarize the essence of a product.
Outfitters tagline "erase your limits." Tagline outfitters like to inform their customers that there
are no restrictions to wearing outfitters clothes. We can carry their clothes quickly on an
occasion and other activities. The tagline is designed from outfitters to create the idea in the
heads of consumers and outfitters offerings are lower prices, seasonal discounts and high-quality
products in all years.

Sometimes brand want to reposition their products, especially if they want the product to begin
appealing to different market segments. Repositioning is an effort to “move” a product to a
different place in the minds of consumers. Outfitters are also doing brand repositioning.
Outfitters launch t-shits that are customized. That customized t-shirt is before only a few brands
offer it. Outfitters write customer name and also add customer picture on demand. In Pakistan as
PSL conducts. Outfitters are selling their user with their name to get preferred cricket signature.
This will help outfitters to reposition their brand in customer mind. Increase their sale, gain
consumer attention and target their market.
Perceived price of outfitters: the manner in which a marketer price a product and create an
image to have an impact on consumer decision making. 20% off at outfitters. Sold elsewhere at
full price. Such slogans tend to communication value to the customer, through perceptions
savings and low prices.
Perceived quality of outfitters: Perceived quality can be defined as the customer's perception of
the overall quality or superiority of a product or service with respect to its intended purpose,
relative to alternatives. Perceived quality is, first, a perception by customers. Consumer judge the
quality of the product offering basis on the internal and external cues.
 Internal cues: internal cues that are used by outfitters are physical characteristics of the
product as size of product(S, L, XL, and XXL) and various stylish and trendy color of
product.
 External cues: outfitters use external cues as the prices of product, brand image and retail
store image.

Learning: The process by which individuals acquire the purchase and consumption knowledge and
experience that they apply to future related behavior.
Outfitters teaches their customer some trickles

 Where to buy (which place and websites are here for consumer buy and order any time)
 How to use (how you use their products in different accession and event)
 How to maintain (how to maintain their product color and quality)
 How to dispose off products

Elements of learning:
 Motivation: Motivation is the one of the most important term of psychology and most of
mangers who want maximum profit. Outfitters motivate their employee in batter way. And also
increase the cooperation between employee and mangers, it also encourages their responsibilities.
And motivate get their maximum interaction toward work and knowing employee's working
capacity and assign work according to their capacity to get maximum productivity. We see the
basic meaning behind purchasing a product is that we can buy product at any occasion
and any event. We can also buy a product for friend and family while there is any issue of
size we can change its size because of its return policy. Outfitters broadcast, publish or
give advertisement for summer products just before summer season or for winter clothes
before winters.
 Cues: Motives encourage learning and cues stimulate the direction to these motives.
Cues are not strong as motives, but their influence in which the consumer responds to
these motives. The Outfitters providing information about the Styling, packaging, the
store display, prices all serve as cues to help consumers to decide on a particular product, but
this can happen only if the consumer has the motive to buy.so that the outfitters remain very
 careful while providing cues, especially to consumers who have expectations driven by
motives.
 Response: Response signifies how a consumer reacts to the motives or even cues. The
response can be shown or hidden or either the feedback on the social media that provides an
interactive platform but in all of the case of learning. Often outfitters may not succeed in
stimulating a purchase but the learning takes place over a period of time and then they may
succeed in forming a particular image of the brand or product in the consumer’s mind.
 Reinforcement: Outfitters Reinforce positive or negative outcome that influences the likelihood
that a specific behavior will be repeated in the future in response to a particular cue or stimulus.

Perception: Perception is the process by which an individual select, organize and interpret
stimuli into a meaningful and coherent picture of the world. It can be described as how we see
the world around us.
Outfitters is the bestselling and quality brand in Pakistan because of its new trend design and
attractive colors. The customer perception about outfitters is high because they perceive that is a
brand makes high quality product, low price with new design and gives sale to customer on
every season, offer discount for regular customer as well as provides good service and show your
customer that they are important for brand.

Sensory input:
Sensation refers to the immediate response of our sensory receptors (eyes, ear, nose, mouth,
fingers) to basic stimuli such as light, color, sound, odor and texture. Perception is the process by
which people select, organize and interpret these sensations.
The unique sensory quality of a product can play an important role in helping it to stand out from
the competition, especially if the brand creates a unique association with the sensation. The
outfitters four elements advertisement is beautifully complex because it captures all of our senses
allowing us to feel something more, its show the human natures which are namely, originality
masculinity, youthfulness and rebelliousness. This response is an important part of the
multisensory, fantasy and emotional aspects of consumer’s interaction with Product.

The absolute threshold:

The lowest level at which an individual can experience a sensation is called absolute threshold.
Any company can’t demand customer to first experience the quality, sustainability or other
feature of their product. They have to meet standard for the reliability of product. Same is the
case with outfitters. They provides products to the customers based on their set standard so that
the customer can feel free about the quality and sustainability of the product.
 Ambush marketing:
Ambush marketing consists of placing ads in place where consumers do not expect to see them
and cannot readily avoid them.
In perspective of outfitters, they use to display their logo on their product, which many other
brand don’t do and their customer also didn’t expect them to do so. It’s very unique as it make it
easy for people to identify this brand just watching logo.

The differential threshold:

The minimal difference that can be detected between two similar stimuli is called the differential
threshold or the just noticeable difference.
In the case of outfitters, in product we have seen a noticeable difference relate quality and that
difference also notice customer because customer well know that which product is suitable for
him.

PERCEPTUAL ORGANIZATION
 Figure and ground:
The term figure and ground refers to the interrelationship between the stimuli itself (i.e. figure)
and the environment or context within which it appears (i.e. ground).
If we have seen an outfitters shop every consumer know that every brand have their own shops
in the mall and we easily identify the brand with their name. In the term of figure and ground, we
can say that outfitters product are the figure and the shop are ground because of its appearances.

 Grouping:
Grouping refers to people’s instinctive tendency to group stimuli together so that they become
unified picture or impression.
In the ad of outfitters group of friend wear outfitters clothes they show a picture of comfort and
luxury clothes and show a relation of product between customer and brand and while when you
wear their clothes you will completely feel self-conformable and self-satisfaction because of
their product. You feel different when you carry their product because of its high quality and
reasonable price.
 Closure:
Closure is people instinct to organize piece of sensory input into complete image or feeling.
Outfitters engage customers toward brand when we go in the shop of outfitters. Outfitter offer
free trial changing room to their customer at any time and you can experience the quality of
product as well their trendy design before you buy it so you can buy the product after
experiencing it.

Thank you