consumer behavior research

20141-17712 Mkt-509: Consumer Behavior ace concepts

Men`s Clothing in Shopping Malls

This is the term project of a group of 6 students for the course of Mkt-509: Consumer Behavior, taught by Ma’am Amber Raza. This term report, reflects student’s observation of Consumers in malls specifically for the purpose of Men`s Clothing and to see how the course is practically applicable.

AbstractToday, the retail industry and markets or shopping centres have turned into shopping malls globally, since the new Millennium began. After decade and half these malls have been hub for socials, mall entertainment, shopping and even food entertainment, throughout the world. This business phenomena have also widely affected the consumer psychology and behavioral trends. We as marketers, tend to study this and look forward to capitalize the marketing strategies and bring in productivity and profitability, through studying the malls and human psyche and business markets involved.

Introduction Malls are everywhere today, for the all shopping needs and social classes. Similarly, Men`s Clothing always have been a physiological need and with time, clothing is more than just clothing. Likewise, shopping has become a complex process and malls are more than just buying. This report is to study Consumer Behavior with respect to Men`s clothing in Malls.

Objectives To apply `Segmentation, Targeting, and Position` in `Men`s Clothing in Shopping Malls` Recognize and understand `Consumer Motivation and Personality` Explore the concept of `Consumer Perception` Observation of ‘Consumer Learning` Studying `Consumer Attitude Formation and Change` The Families in Malls and involvement with Men`s Clothing Malls, Men`s Clothing and Culture Relationships.

MethodologyWe as a group of six students, went on to observe 3 malls in Karachi city. Firstly, after the announcement of the project and second midterm exams, the very first week end, group broke down in 2; consisting of 3 members each. It was planned, that on Saturday one group will observe Millennium Mall in Gulistan-e-Jauher and the other will target Dolmen Mall Hyderi, North Nazimabad. Finally, the group united for the exploration of Hyperstar Mall, for a bigger and better experience on Pakistani mall shopping.A checklist was made and accordingly few consumers were unknowingly shadowed and observed. But more importantly, Clothing Men Area was thoroughly observed by students in a pair or group of 3 and individually too. It should be noted Men`s Clothing, itself is a huge domain madeup of several markets. To simply put, Men`s Clothing was broken down to 3 major segments:

Formal Wear


Casual Wear Eastern Wear or Traditional Pakistani men`s clothing Sports, Punk fashion, Mixtures and others

Last one being, the smallest of them all. Sports shops were observed at ultra luxury malls such as Nike was seen at Dolmen and Hyperstar, while Puma and Addidas were seen at Hyperstar only.Further observations can be understood from the general observation from the point of view of marketing students only.

Sample DataMillenium Mall- Saturday 2 nd April, 2016 <5:00pm-6:30pm> Obser-vations

Shop Time Spent

Came along

Age Group

Purchases

Body Language

Post Purchase Behavior

1. Sensations Men 10s Kids FemaleAdult

None but searching

Swift/Hurry/active

Displeasure

2. Brand Mania ? friends Male Teens

2 shoppers Relaxed Casual

3. Levi`s 25min Mother Teens 7000rs Anxious High inv4. Levi`s 15min Wife 27+ 4000rs Confident Satisfied5. Levi`s 10min Sister Teen 3shirts Relaxed Serious6. Levi`s 20min Father Adult 3shirts/jeans Impatient High Inv7. Levi`s 30min friends 21 1 t shirt Lazy Casual8. Shehroz 10min friend 22+ None Relaxed Low Inv9. Brabds Brabds 10min friend 22+ 1 shopper Relaxed Low Inv

Hyperstar- Saturday 9 th April, 2016 <5:15pm-7pm>

Obser-vations

Shop Time Spent Came along

Age Purchases

Body Language

Post Purchase Behavior

1. Cotton&Cot 15/20min family 45+ 3 shirts Confident High Inv 2. Moosajee 25min wife 40+ 2/3 Serious Delighted3. Moosajee 20min+30min

wait timefamily 30+ 2shirt Confident Dissapointed

4. Cambridge 15min mother 25 None Casual Low Inv5. Amir

Adnan15min mother 25 2 kurtas Confident Low Inv

Observations/ Findings AnalysisMillennium Mall

It is to be noted as time elapsed consumers and window shoppers trafficeked more Millennium mall showed the lower social class public and Money poor but Time Rich Men mostly teens and below 25, were out casually for social entertainment and mall

entertainment- the segmentation, targeting clearly obvious.


There was total lack of brands and Levi`s reigned as a the symbol brand only. Even Sensation was empty. Clearly shows Consumer Perception.

Lots of window shoppers and Low involvement consumers present and empty shops. Millennium mall has a perception of casual mall of low cost. This depicts consumer

motivation and personality involved. Mall provides safe and causal atmosphere.Hyperstar

Mall for elite and upper class, with powerful brands and strong ambiance. Mall entertainment and food entertainment and specialty shops too.

Smooth Inflow of consumers. Money rich and Time poor It is to be noted mall was for family or ironically mix gender<any male and any female enter

together or even single women> we students were not allowed with our female group.There is a strong demographic segmentation: income, gender, family and couple etc.

Safe environment with social entertainment and complete package for family shopping even though men clothing is concerned but physiological, safety, self-esteem, social and even self-actualization needs were met.

FAMILY AND Its Social Standing capitalized. Even in Men`s clothing there were female clothing and kids clothing. In Short extension and capture.

The perception and mall culture, cognation, cognition and affective leads to a predictable type of behaviors or conditioned behaviors.

Lots of sales promotion activities and minor entertainment. Minimal male window shoppers. Men`s shopping in malls: if direct fast and efficient or else casual but learning. Serious shoppers, quick buyers, fast and efficient after purchase kept shops empty unline

women clothing Food Courts Food courts were meeting spots, casual and at times student friendly spots like hours. Serious shoppers preffered extreme fast foods eg Mc Donald, KFC and Subways. Some peoplr were there for casual dine ins, and henced preffred meal deals. Families were huge consumers for food court market, showing strong preference for Pizza

Hut. A group of men alone was a rare sight.

Conclusion

Limitations and Recommendations

Men`sConsumer

SeriousPre Selection of needs,

wants, shopping

Brands identifying and loyalty

High Involvement

Shopping Malls

Entertainment

Casual Mall SkimmingLow Involvement

Purchase

DIRECT PATHLearning


We were just first timer students and not experienced. Include professional researches. Time Constraint. Observation could also be done on weekdays and at peak hours too. 5 malls

or more could be observed. Process of Observation and shadowing seemed more like stalking. CCTV footages if

available could also be used to relate. Female observers alone, felt awkward in men`s shop, apart from stereotyping. Pairing with

male researchers is solution. Hyperstar only allows family – in other words, men and women together. Research and Study as observation is inadequate and insufficient to relate with theories.

Questionnaires from consumers and sales reps is useful.

Acknowledgement

Firstly, thanks to Ma`am Amber Raza

All brands names mentioned and Dolmen, Millennium and Hyper star malls

Grateful to the team effort of our group.

consumer behavior research

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