SHOAIB MAHMOOD

11528

CONSUMER BEHAVIOUR
IQRA UNIVERSITY AIRPORT CAMPUS KARACHI
 QUESTION#01

Q1. QUESTIONS FROM THE CASE STUDY:

1-Keeping in mind her target market you are required to create and elaborate a
demographic profile of her prospective customers?

DEMOGRAPHIC PROFILE OF HER CUSTOMER :

FEMALE AGE (YEARS) %

18-23 30

24-31 50

32-40 15

40+ 5

Income

Middle class /Upper class

Religion

Muslim

Hindu

Christian

Family Situation

Cultural

Modrenized

Western
Initially Sarah business plan is to run in one of the biggest cities of Pakistan, Karachi. And our
market segmentation is as follows. The reason to highlight the market segmentation is that it makes
it easier to reach the most valuable audience first by emphasizing marketing efforts towards them
Demographic profile of her prospective customer can be include that females with martial
status:Married,Unmarried,Divorced. And the age group can be 18 to 40 and 40 above and the
target market income will be midlle class or upper class and her brand will be targeting to Hindu
Muslim Christian too.Her main focus females will be cultural modernized and the female who
prefer western dresses

2-What type or types of consumer appeals Sarah’s fashion should be focusing on to convince
the prospective customers?.

CONSUMER APPEAL

Sarah’s Fashion should be focusing on Beauty Appeal because women in nature they focus on
getting beautifull and to look beautifull and With the beauty appeal, Sarah’s Fashion can showcase
their product in the most appealing way possible. Whether it's perfect lighting or maybe
photoshopping blemishes, all the focus will be on the product. This way the buyer can compare
and choose the product that's right for them. Beauty appeal is a method of attracting attention to an
advert without using too much effort. It is possible to use beauty appeal to attract men, women or
both in some cases. Beauty appeal can be used to make people want to buy anything.beauty appeal
will show sarah fashion party dress beautifully with gorgeous model to attract the females.

3- How can Sarah make sure that her brand is not lost in the clutter and it makes its
presence felt? Recommend marketing tactics within her limited budget to trigger the minds
of prospective customers

MARKETING STRATEGY

Promotional strategies are used to create awareness about the business. Creating a brand identity
with imagery, and slogans is the core objective. Promotion will be held through different
channels .Sarah’s Fashion should focus on these stratigeis which are discussed below:
Word Of Mouth: It is one of the most effective marketing techniques as potential customers rely
more on customer review than on any other marketing tool as it creates brand awareness

Fashion Bloggers: Sarah should hire fashion blogger to market her prodcuts as it is less costly and
most effective way for promotion.

Traditional Marketing: Another strategy would be Traditional marketing since everyone spends
a part of their day in front of television therefore TVC will increase awareness about our product

Internet Marketing: Moreover, we will market our product through Internet marketing on
different online platforms and try to engage more customers through Twitter, Facebook, Instagram,
YouTube pop up ads, blog posts and email marketing.

4-Create a Tag Line for Sarah’s fashion and develop a Semiotic

The tag line for Sarah’s Fashion should be “Discover the new you” as
her brand will give the new look to the customer the semotic frame
work for her brand is as following:
1. Object ( Sarah’s Fashion Dress)
2. Sign (Background is the sign Of event or party)
3. Interpretation ( Girl wearing culture party dress in party or event )

As the tagline is Discover the new you according to the tag line the semiotic framework show
that the wearing the Sarah fashion dress in party can give new look to you so when any one
will talk about discover the new you the brain will think about what values will this brand
provides and it will click and they will chose Sarah fashion for Party Dress.
 QUESTION#02
Q2.Critically analyze why people tend to retrieve snug messages better than spoken one?
Support your answer with appropriate examples.

ANS:
People tend to retireve snug messages better than spoken one because in the sung messages the
larger group of information is broked into the small parts and the sung messages are oftenly
rhymes with other lines thats why they are easy to recall because that messages remain in the
people subconcious mind and it trigger or retrive them when they get in the condition where they
need that thing.snug message make connection with our brain and retrive when u suddenly listen to
the tune or music of it it stored in the mind of the person

Example:
A tarang ad conveys a snug message to its cosnumer which normally people see on tv and they
offently sings thier song “ tarang hi tarang hai chaye ki yehi umang hai” which fits in the people
subconcious mind and when they need tea or milk they got remind by tarang ad and recalls their
sung message.
QUESTION#03

Q3.Elaborate with reasoning that why needs are never fully satisfied and new needs always
emerge as old needs are satisfied? Putting yourself in the scenario describe how new needs
emerged once your previous needs were fulfilled?
ANS:
Why needs are never fully satisfied and new needs always emerge as old needs are satisfied:
Most human needs are never fully or permanently satisfied.Temporary goal achievement does not
adequately satisfy the need. Some motivational theorists believe that a hierarchy of needs exists
and that new, higher order needs emerge as lower-order needs are fulfilled. Humans when they
fulfilled their need then they think bigger and their needs get evolve with thier thinking and they
are never satisfied with thier needs as they want to achieve and get more. that individuals who
successfully achieve their goals usually set new and higher goals for themselves. Individuals raise
their levels of aspiration.
Scenario:
When i was in 10th class i wanted a smartphone that can do any thing when i got after somedays i
got bored from it and i wanted the new model of it which have good camera and battery life when i
got that phone then after a some time i wanted other model which recently got released as my need
were never fully satisfied it emerges with changing trend and evolving technology and
fashion.Sometime it can be societal pressure to emerge the need of the person.

QUESTION#04

Q4. In context of Semantic memory network what are the first 10 words or images that you
associate with the following
- Fashion and accessories
- Automobiles
- Business universities

ANS; A semantic network is a representation of memory that describes the organization of

FASHION AND ACESSORIES:

1. Autoparts
2. Mechanics
3. Vehicles
4. Brands
5. Fuel
6. Roads
7. Workshops
8. Tools
9. Accessories
10. Accidents

BUISNESS UNIVERSITIES:

1. Fees Structure
2. Cgpa
3. Teacher
4. Mba
5. BBA
6. Projects
7. Career
8. Company
9. Faculty
10. Teacher