ISSN: 1998 - 4162

JISR MSSE Journal Contents

Volume 10, Number 2, July 2012


Influence of Lawn Exhibitions and Brand Outlets on Consumers Buying Behavior
Ulita Umbreen - Indus University, Karachi, Pakistan
Dr. Muhammad Zaki Rashidi - SZABIST, Karachi, Pakistan


Abstract
For past 6 years the textile industry is leveraging tremendously by raising the bar in terms of product development, brand building, placement, style and presentation to increase accessibility to luxury. In this context, this research is undertaken to analyze the influence of lawn exhibitions and brand outlets towards consumers buying behavior and preferences. This research further investigates the consumers’ responses to the current trends of pricing strategy of the lawn prints. It is descriptive in nature and a survey questionnaire is used which was consisted of 315 female consumers living in Karachi. The research focused on lawn exhibitions and brand outlets, shopping malls, beauty salons by taking the views of female consumers. The questionnaire was developed to find out about women living in Karachi whether they are influenced by the trend of branded lawn suits, promotions, exhibitions/brand outlets, styles and quality...

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DISCLAIMER: All views expressed in the journal are those of the authors and not necessarily reflect the policies or preferences of JISR-MSSE or SZABIST.