The Growing Trend of Youth towards Brand Consciousness a study in

context of Apparel Industry: Evidence from Pakistan

Written By: Maimoona Liaqat

Registration no: BSC-1721730106
Academic Session: 2013 - 2017
 School of Business Administration,
National College of Business Administration and Economics,
Lahore

“The Growing Trend of Youth towards Brand Consciousness a study in

context of Apparel Industry: Evidence from Pakistan”
 Written by: Maimoona Liaqat
Registration no: BSC-1721730106
Academic Session: 2017-2019
Supervisor: Ms Ramsha Habib

A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

THE DEGREE OF BECHELORS OF BUSINESS ADMINISTRATION, NCBA&E.
 DECLARATION

I therefore announce this is my unique research work and to the best of my insight it contains no
material that has been already distributed or submitted to some other school, organization or
University other than NCBA&E.

Signature………………………….
Date………………………..

REGISTRATION: BSC-1721730106
BSC 2017-2019
 Approval

This venture has been exhibited for examination with my endorsement as the designated
supervisor.

Signature………………………….. Date………………

Ms Ramsha Habib
Supervisor
 CERTIFICATION

It is ensured that this proposal entitled "The Growing Trend of Youth towards Brand Consciousness an
examination in setting of Apparel industry in Pakistan" has been done and finished by Maimoona Liaqat
Reg. no. BSC-1721730106 understudy of MBA session 2017-2019 under my supervision in his Masters of
Business Administration (MBA) program.

Research Supervisor

Ramsha Habib
Assistant Professor
 ACKNOWLEDGEMENT

I am generously thankful to Allah Almighty, the most gracious, the most blessing, all knowing,
who favored me with the ability conduct this research. I offer regard, respect and gratitude to
Holy Prophet (PBUH) who is light of direction and information for all of us. I would thank Ms
Ramsha Habib, my supervisor, who coordinated, encouraged and reasonably guided me in this
journey.

I’d also like to thank every person who helped me in social affair information and giving data of
different associations to my investigation, it would not be possible to complete this survey
without their cooperation, and help. I need to pay my sincere gratitude to my friend Haseeb Afzal
for his support and each one of my mates for their help and support.

Finally, I’d like to thank my beloved parents for their support and hardships they have gone
through enabling me to complete my education.
 Abstract

Everything changes quickly in this fast-paced world. Generally, people are attracted towards
brand in order to fit in well-off social circle. Buyers want to be recognized socially therefore they
want to buy trendy and branded garments and as a result local, street fashion declines. This
investigation was carried out to find out which gender is more brand conscious, with respect to
the effect of brand name, quality, if brand consciousness is positive. Moreover, it examines if
youth is more brand aware in present than the past. The survey was conducted by distributing
questionnaires to University students. The obtained results show that among the both genders
females are more brands conscious and in general youth is focused on brand name. and
furthermore the brand quality. Similarly, there is evidence of alarming number of people who
had no eagerness for brands. Further research is recommended with large and varying sample
size.
Table of Contents
1.Introduction....................................................................................................................................9

1.1. Background .................................................................................................................................. 10

1.2. Purpose of Study .......................................................................................................................... 11

1.3. Research Questions ..................................................................................................................... 11

1.4. Hypothesis Statement ................................................................................................................. 12

2. Literature Review ................................................................................................................................... 14

2.2. Theoretical Framework ................................................................................................................ 17

2.3. Operational Definitions................................................................................................................ 18

3. Research Methodology .......................................................................................................................... 18

3.1. Research Approach ...................................................................................................................... 18

3.2. Instrumentation: .......................................................................................................................... 18

3.3. Questionnaire .............................................................................................................................. 19

3.4. Time line ...................................................................................................................................... 19

3.5. Sampling ...................................................................................................................................... 19

3.6. Data Analysis ................................................................................................................................ 19

3.7. Instrumentation ........................................................................................................................... 21

4. ResultAnd Analysis ................................................................................................................................. 22

4.1. Introduction ................................................................................................................................. 22

4.2. Result ........................................................................................................................................... 25

4.3. Summery ...................................................................................................................................... 41

5.1. Conclusion ........................................................................................................................................... 42

5.2. Limitations and suggestions......................................................................................................... 43

5.3. Recommendations for future Research....................................................................................... 44

5.4. References ........................................................................................................................................... 45

CHAPTER 1: Introduction and Background

1.1. Background

Fashion Market is growing at a rapid pace in Pakistan. Field research can be helpful to global
brands with respect to Pakistan’s fashion market. This study will provide understanding about
the behavior of Pakistani youth towards global brands so that they can meet their expectations
and form a customer base in Pakistan by entering the market. On the other hand, this research
is similarly productive in identifying the elite and well-off subclass of youth. Similarly, this study
will help customers as they can buy global brands directly from their outlets therefore at
relatively less cost than importing from overseas. Furthermore, present study outlines that how
much youth of Pakistan is flexible with worldwide brands with regard to quality and style. There
are clusters of counterfeits in Pakistan with low quality that can go about as a hindrance to global
brands whose ultimate objective is to be successful in Pakistan.

1.2. Problem Statement

We are in an era where success is led by innovation. Things last for a short period of time in the
markets before something new comes along. Constantly a large number of clothing brands,
eatables and shoes are entering the market. In modern times social mobility has increased,
individuals are becoming more style-conscious. Well-known brand names on clothing, footwear,
eatables and gadgets offer gratification to conscious clients. Eventually, Consumers become
hesitant, which convey the need to attract them to take part in brand race. Locally manufactured
designs are diminishing from market where as trendy styles with brand tags are establishing in
the market. The quality, comfort and dynamic styles clearly drives consumer for getting designer
stuff and it gives a magnificent lift to personal feeling of self. In addition, social influence is a
primary factor for purchasing branded items. In fact, even some say, check urges them to twist
up style image. Hypothesis customers today are astoundingly check centered. These windbags’
talkers are by and large organized into youth and the standard experts. Youth inclines toward
check since it gives them hip style. Regardless of the way that customary specialists are specific
about utilizing stamped things so their identity can be overhauled and also gives them refined
and fit look. Today is a period of showing in which everybody is endeavoring to get a drawn in
edge over others. Because of globalization the case winds up being more intermittent as there
are huge measures of chances as new clients and besides chances as new and solid boundless
brands. Due to globalisation, consumers are more informed and hence organized to examine
quality of item before spending their attention and cash.

Economy of Pakistan is rising with GDP of over 2.5pc and population of around 178.2 million.
These statistics are attractive to overseas brands enter into Pakistan’s markets. Web besides
altered the perspectives & mind examination of Pakistanis. This make Pakistani people better
organized in filtering quality items which could fulfill their necessities & prerequisites. For
instance, modern era Pakistani people are well informed than their ancestors. Number of young
people is rising in Pakistan with 63% of population being under 25 years of age. These masses are
more organized and status coordinated. Therefore, youth is tempted towards higher quality,
stylish, and branded items. This gives a thought of research point "the making case of Youth
toward Brand Consciousness". The overview is also obliged for outside western dress clothing
brands since general vestments brands are more orchestrated towards the making individuals of
Pakistan furthermore youth of Pakistan is ceaselessly related tenderly to bits of apparel to be
palatable for a specific social event of mates. Under the exchange of this point the obsession is
additionally concentrated to some well-known brands, for example, Louis Viton, Levis and Nike.
All of the three aforementioned brands are very popular in the entire world including Pakistan
however because of absence of customer learning they hinder to enter the market.

1.3. Purpose Statement

There is an extremely slow competition of global brands to go into new markets since creating
markets (expanding customer base) is riskier as compared to created market. However, these
days customers seek value for their money by demanding better quality for cash spent so
worldwide firms are pulled in towards economy like Pakistan. But global brands are not able to
enter right market because of absence of appropriate learning of customer’s psychology. So this
examination will help dissecting the varying buyer slant regarding branded attire. The goal of the
present examination is to research the components impacting buyer conduct of Pakistani youth
with importance to their style and their connection with different brands and also expectation of
a person towards a specific brand.

1.4. Definition of key terms

1. Promotion

It’s a market activity which pass on the item, brand or organization to the customer. The aim is
to make people aware and attract them so they purchase a particular item over the others.

2. Promotion Mix

The promotion mix relates to publicizing, promoting, singular offering, and arrangements
headway. It is described as a form of communication that an organisation uses to highlight
importance of its item, or service, and furthermore a way to deal with behavior of customers. An
special mix should be laid out in a way that convey the target customer the qualities, and
preferences, of the item or service being promoted.

3. Promotion Mix elements

Promotion mix have five key components as follows:

• Advertising.

• Public relations or attention.

• Sales advancement.

• Direct promoting.

• Personal offering.

4. Advertisement

Advertisement is a communication technique to convey correspondence to the customers about

a product or organization. According to Advertising Association, Ads are messages paid for by the
people who want to send information to potential buyers in order to make them aware of their
products or services.

5. Personal Selling
Face-to-face dealing in which a dealer seeks to convince a buyer to make a purchase.

6. Sales promotion

Action taken to attempt to give added benefit in order to influence purchasers, wholesalers,
retailers, or other various leveled customers to attract bargains.

7. Advertising

It is a marketing exercise undertaken by businesses or by ad agencies on their behalf in order to

convey information about item or service on offer. This is cost incurring exercise but it is
important to generate revenues.

8. Direct marketing

It is a channel used to introduce an item, administrations or a brand straightforwardly to a client,

using own data and in-house communication network, for example, utilizing standard mail, email,
fax or telemarketing.

9. Brand mindfulness

Brand mindfulness is an advertising idea that make potential clients to promptly perceive a brand
with a specific item or class and relate distinctive attributes to the branded tag.

10. Brand picture

It is an outstanding & tangible impression of a particular brand in form of a picture in the mind
of real or prospective clients.

11. Customer purchasing Behavior

It is a procedure to identify the buying pattern of customers. This can be conducted by an
individual or business aiming to form better judgment of consumer behavior.

1.5. Significance of the present study

In recent times, youth are more conscious of their attire; they see their apparel as feeling of
improving their identity. Therefore, new players are entering the fashion market and devising
new strategies to attract the customers. New brands are constantly entering the markets and
consumers are becoming more brand conscious than ever before. People are gradually becoming
brand conscious because of social networking through internet. Moreover, clothing brands have
their websites and profiles on social networking sites and apps. That way they advertise to their
followers (prospective customers) the specifics of item, price, promotion and quality. Youth is
very brand conscious and they perceive to be stylish, trendy and ‘accepted’ among society.
Grown-ups also wear branded garments so they appear to be respected, smart and taken
‘seriously’. Therefore, clothing with a tagged with a brand is considered by people in recent times.
People are obsessed in following the race of brands and hence decreasing the demand of locally
manufactured clothing. The choice of brand is influenced by various factors. Aside from practical
advantages, customers may choose a brand to express their identity, social position,
acknowledgment, association or to achieve their desire of uniqueness and brilliance (Ksim et
al.'2008), or their choice can be influenced by their friends who wear branded clothes, as it help
in socialization process by buying same brands in order to ‘fit-in’. Some of the practical reasons
to buy a specific brand may be its name, style, value for money, quality, accessibility and etc. The
age and gender factors have an impact in picking branded things, for instance, younger people
attitude for picking brand isn't the same as adults, males attitude is not the same as female.
Therefore, there are number of factors which make the present study significant as it is going to
be one of the few examinations carried out on present topic. It will demonstrate its importance
practically and as well as theoretically.

“Youth's choice of clothing can be influenced by numerous components: Such as qualification,

value, reputation, social effects, purchase situation and other mental elements. Uniqueness at
this stage in their life is of principal noteworthiness as they are during an era of advance where
they are so far watching and making sense of how to develop their individual characters (Eadieet
al., 1999)”.

Youthful Generation is free spending due to their monetary freedom. Empower, an extended
closeness to names of different brands has made them aware & influenced younger generation
at an earlier age. Along these lines, it is important to know how younger generation shapes
associations with brands. A brand image that insinuates the photo of a particular brand has a
basic effect in essential authority consumer get, as demonstrated by Liu (2002).

1.6. Theoretical framework

1.6.1 Model

Social Circle

Emotional Value Brand Consciousness

Perceived Qaulity

1.6.2 Theoretical stances

There are three factors affecting the brand attention to youth. They are all reliant on each other
and each factor is affecting other variable. Group of friends incorporates society surrounds the
buyer that influences the conduct; it incorporates family, companions and colleagues. Group of
friends is the solid driver of purchaser brain research since shoppers are generally encompassed
by family, companions or colleagues. Group of friends can affect enthusiastic respect which in
the end activate the noticeable quality. These three factors could imaginable affect the extent of
awareness of a person however how these factors relate with each other will help assessing the
level of awareness.

1.7. Research Objectives

1.7.1. Primary Objective
To analyze the important variables that is affecting the brand consciousness of a particular
individual.
1.7.2. Secondary Objectives
 To assess the relationship between Personal Selling and Brand picture
 To assess the relationship between Sales Promotion and Brand picture
 To assess the relationship between Public Relations and Brand picture
 To assess the relationship between coordinate advertising and Brand picture
 To assess the relationship between Brand mindfulness customer purchasing conduct
 To assess the relationship between Brand picture customer purchasing conduct

1.8. Research questions and hypothesis

The fundamental research question of this investigation is to determine how the factors to be
considered namely, perceived quality, social circle and emotional value influence brand
awareness.

1.8.1. Main Research Questions

What are the factors influencing Brand Consciousness among university students in
Pakistan?
1.8.2. Hypothesis

Ho= Pakistani University students who have a Social circle have no association with brand
consciousness.

H1= Pakistani University students who have a Society circle strong association with brand
consciousness.
Ho= Pakistani students who have a Higher emotional value have no association with brand
consciousness.

H2= Pakistani students who have a Higher emotional value have strong association with brand
consciousness.

Ho= Pakistani students who have a higher perceived quality have no brand consciousness.

H3= Pakistani University students who have a higher perceived quality have strong brand
consciousness.

1.9. Structure of the Report

This report is divided in five sections beginning from abstract to conclusion. Following is the
content of each section.

Section 1: This part is introductory and sets the foundation of this investigation, state problem
statement along with method of reasoning on the issue, importance of the present examination,
it defines objectives, articulated research questions under investigation, & theory for testing with
the assistance of research information.

Section 2: This part is about writing survey on the factors under investigation. Stream of writing
is from initial dialog to subordinate variable and a look on the outline of the entire writing survey.

Section 3: This part includes Methodology to gather the information. It portrays the philosophical
positions on which the investigation is based, the examination configuration received, the
population and testing strategies, the techniques for information buildup, and the investigation
methods utilized as a part of this investigation.

Section 4: This section comprises of information examination and results which are taken from
the information. In such manner important unmistakable investigation and proper supposition
examination are led and incorporated into this section. Results are introduced in both
unthinkable and graphical shape wherever discovered appropriate

Section 5: This section represents point by point dialog on the outcomes determined in part four.
This discussion contrasts the outcomes and that of related past inquires about considered in
writing survey. After definite talk, conclusions are drawn. Additionally in light of the conclusion
in this manner drawn, strategy suggestions are given for down to earth Implications in concerned
territories.

Besides, future research ranges are proposed in thought with specific limitations and delimitation
of the work behind and move carefully and past ones. Other than this, references and other
important supporting record are connected as addition toward the conclusion to be
recommended if fundamental.
 CHAPTER 2: Literature Review

2.1. Introduction:

The Chapter is tied in with creating researched for this we used review to accumulate the data
examination we've used the quantitative approach on the start of deductive approach.
Conventionally, quantitative approach and subjective approach are two systems which are used
to gather the data.

2.2. Literature Review:

Effective brands reside in the minds and hearts of the consumer. A brand is defined as, "an
identifiable item, administration, individual or place, increased such that the purchaser or client
sees important remarkable included esteems that match their necessities most closely"(Freire &
Caldwell, 2004). Brands have an enthusiastic and social incentive for the consumers. As showed
by an audit by Mademoiselle Magazine, the present females "will likely grasp what brands they
require before they go shopping."(Parks, 1997). “In relationship with folks, females shop more,
and they filter for more information when they settle on purchase decisions. It is normal that
females will give cautious thought to brands and place progressively a motivator on mark names.
Women, with her extending budgetary power, has a more important discretionary compensation
and uses it to satisfy needs that have gone past these to consolidate event's abroad, singular
vehicles, electronic items et cetera. Women are the most convincing client assembles since they
particularly purchase or choose purchasing decisions for no less than 80 percent of all things sold.
Women are various business areas they buy for themselves, they buy for their families, in growing
numbers, and they buy for their business. She is the head purchasing administrator of the family.”
She is to an incredible degree stamp balanced and does an extensive measure of research before
obtaining. In this way the open door has just gone back and forth that promoters and creators
recognize, fathom and see women as a lucrative fragment & proceed making thoughts, and make
checked things that are female driven, that gather excessive improvement potential.
An investigation titled as "Getting Behavior: Ethnocentric or polycentric" “which intended to
review the case of Students purchasing decision about outside brands. The investigation was
furthermore restricted by pointing simply apparel brands. The components that are judged in the
overview intertwine saw quality, status, client lead and energized impact on a specific person.
The case assess includes 315 Students having commonplace age of 22 years and selected in the
city of Islamabad and Rawalpindi schools. Among 315 people 201 were people while 114 were
females.

The rationale of the examination was composed by study which was moreover worked out as
expected by fall away from the faith examination.” The review uncovered that outside brands
are making a useful result on Pakistani Students as wander from neighborhood brands. The
examination moreover accepted that brand care has affected an advantageous result on anxious
respect and status which to activate a conspicuous quality in the cerebrum of a man. “Seen
quality and anxious respect has a liberal effect on gaining judgments. An examination led by Saira
and Mohamed Nasr named effect of Life style on Pakistani ladies on their purchasing conduct".
This survey is valuable in making a fitting publicizing course of action for understanding the
lifestyle of creating sex of Pakistan social structure which could be helpful for private and overall
brands to construct bit of the general business and it in like manner fulfills the satisfaction of
women. “The variables used for this audit fuses specialist and brand mindfulness, acquiring
configuration, cost insight and patriotism. The audit test is taken from different urban ranges of
Pakistan with the genuine target that Lahore, Rawalpindi and Islamabad. The examination was
driven by studies and test size of 196 respondents while the vast majority of respondents have a
place between the ages of 20 to 30 years. Pakistan The review uncovers that movement and
brand mindfulness has a negative relationship with private Pakistani brand. So ladies with high
brand care and association would need to purchase across the board marks. The study also
uncovers that a lady who lean towards overall brand is more blueprint keen and association
masterminded. The study additionally uncovers that a specific bit of ladies is eventually expected
towards electronic purchasing and mail plan. So the review kept up the way that Pakistan ladies
representation is changing over the time and it affects acquiring conduct.” Push the overview
closes with a conclusion that advancement Pakistani ladies lean toward further Pakistani brands
while young ladies are settling on more overall brands.

Found that different age get-togethers of the enthusiastic have particular slants about brands.
Younger generation has been heavily influenced by brands and it has changed to their
inadequacy. Youth feel a need to continue chasing brands with respect to dress, footwear, &
embellishments et cetera and will spend huge sums, and in general to be more noticeable whole
for brands just to look changed and upscale. "In spite of the way that brand mind has extended,
everything considered, yet youth isn't dedicated personality any single brand, at whatever point
they find anything better they essentially move to it, Anshul Khandelwal (2013)".

Found that the immature of Pakistan is especially not exactly the same as their progenitors and
they don't cling to some undefined things from their precursors in fact they have ended up being
additionally created and show day in their examinations and the different activities, they are
related with. It is awesome to feel that by spending fairly extra money young men & women of
the clerical class do seem, by all accounts, to be extraordinary and beyond any doubt too, Sadiya
Zaheer (2011). “Discovered that distinctive age get together of the energetic have unmistakable
inclinations with respect to the brands. Youth has gone wild about the brands and it has changed
into their inadequacy.
They need to continue running for the brands with respect to dress, shoes, and embellishments
et cetera and will pay a basically more important aggregate for brands just to look changed and
in vogue. Regardless of the way that brand mind has extended, everything considered, yet youth
isn't provided for any single brand, at whatever point they find anything better they essentially
move to it.” Discovered the brand care and mindfulness has reached out among the pre-grown-
up of Pakistan and furthermore has influenced the energetic all around. The improvement in this
case has given a move to abnormal practices and stresses among the pre-grown-up as well, which
isn't a superior than normal sign by any stretch out of the innovative vitality. Diverse driving
issues which have been poor down in view of brand care are self-question, diminishment of
central specialist potential results, extraordinary move in nerves at an early age, waywardness,
feeling of social lack of protection, overstated level of duplicating others and all finished in
inequality. The gloomiest bit is that although it stands high in the advancing & financial
perspective but has not set in the social viewpoint yet, Sidra Agha (2010).

Research uncovers that African youth are becoming more careful regarding the brands. Brands
with more potential of succeeding are those that meet specific needs of the consumers. Is that
your thing, picture association, or organization is being inspected and a conclusion is being
complied with your picture, LyallSalkinder (2014) as a plan to regulate brands. It is a way to deal
with fathom buyer socialization process.

Nelson M.R. likewise, Devanathan N. (2003) sees check mindfulness like authenticity, isn't the
same for everyone & should be seen as a personal qualification variable. Several people are
especially adjusted and/or aware of brands. Everything is considered and this buying behaviour
impacts how likely they go to & consider determinedly check names. Keum H., Devanathan N.,
Deshpande S., Nelson M.R. furthermore, Shah D.V. (2004) in their examination displays that
those purchasers who are check perceiving look to and regard the media and VIPs for data
identified with the most recent layouts, illustrations and brands.Marketing to ladies passes on an
unrivaled advantage for the propelling dollar through both higher client securing and more
recognizable client upkeep. Since ladies are more orchestrated to entire arrangement check
affiliations, refreshed relentlessness recommends each advancing dollar put resources into
getting female customers‟ accomplishes a higher standard for reliability Barletta (2003). In the
event that backers see the making importance of ladies purchasers and consider their
requirements and likings, it will no two ways about it result in a win-win condition for both.

2.2.1 Motivation Factors

Youth's decision of garments can be impacted by many factors, for example, uniqueness,
usefulness, eminence, social impacts, buy circumstance and other mental factors. Uniqueness at
this phase of life is of principal significance as they are at a time of progress where they are as
yet looking and figuring out how to set up their personal characters (Eadieet al., 1999). Tan (1999:
367), nonetheless, attests that the youthful's desire of distinction is unexpected as it may be
"very copy-cat as far as garments, music, games and dialect." He expresses that the youthful
looking for acknowledgment and character put much accentuation on their garments as they are
aware of how others will evaluate them and this attribute clarifies their fixation on brands. As
recommended by Eadieet al. (1999:105)

2.2.2 Role of Reference Group

Buyer disposition towards a brand assumes an essential part in the basic leadership procedure.
Lamb et al. (2002), Stokes (2002) and Ross & Harradine (2004) cite that training, monetary
conditions, family, age, understanding, the social foundation and law shape the state of mind of
shoppers (refered to in Grant & Stephen 2005: 453). Furthermore, Feltham (1998) advocates,
that the reference amass assumes an indispensable part in state of mind arrangement. Family
and friends are a bit of the reference total which impacts the direct of teenagers through their
social correspondence works out (Feltham, 1998). The youthful of today all things considered
search for affirmation from their buddies to boast their courage and to blend with their social
enveloping. Everything considered, Lawrence (2003: 44) states that for the young "the brand is
master" as the extraordinary effect of the partner gathering and ought to be recognized by their
buddies has made the energetic more brand mindful (refered to in Grant & Stephen, 2005).

2.2.3 Decision Making Process:

Youthful Generation is a free spending era in view of their financial clout. Encourage, an
expanded nearness of brand names has made brand mindfulness and inclination among Gen Y at
a prior age. In this way, it is critical to know how Gen Y shapes connections to brands. The brand
idea which alludes to the picture of a specific brand has a critical impact in the basic leadership
prepare. As indicated by Liu (2002), there are two basic brand ideas, in particular capacity
situated brands and notoriety arranged brands. Work arranged brands are related with item
execution like dependability and toughness though a prestige oriented mark idea is related with
extravagance and status. Liu (2002) includes that brand ideas affect how buyers assess the item
as these ideas encourage the development of relationship with brands. Taylor and Cosenza
(2002) express that standardizing choice process begins with a jolt which incites require
acknowledgment. They express this is then trailed by data look, assessing contending options
taken after by a buy choice. They report that statistic qualities like instruction and pay level affect
basic leadership. They ready that as a shopper develops more established, data hunt and
assessment of item declines.
Through promoting in this way, brands may bring out affiliations in view of characteristics,
advantages, and famous people or occasions which are connected to it (Liu, 2002). Zollo (1995)
express that a segment of the best reasons that influence a brand to surely understood among
the youth are: "quality", "it's for people my age", "advancing", "if cool allies or partners use it",
and "if a cool VIP uses it" (refered to in Martin & Bush 2000: 441). Stop et al. (2006: 442) include
that these positive feelings increment mold arranged motivation purchasing. Furthermore,
O'Guinn et al. (2006: 373) express that famous people increment the ads' "capacity to draw in
consideration and deliver a craving in collectors to copy or mirror the big names they appreciate".
Burp and Belch (2001) affirm that every big name brings implications relating status, class, sex,
and age and identity and way of life to the brand in the underwriting procedure.

Furthermore, in their own examination, Batra et al. (2012) portray the model brand love in light
of the accompanying ten properties: brilliant, linkages to unequivocally held esteems, convictions
that the brand gave inborn as opposed to outward rewards, utilization of the cherished brand to
express both present and wanted self-character, positive effect, a feeling of rightness and a
sentiment energy, a passionate security, speculations of time and cash, visit thought and utilize,
and length of utilization. Be that as it may, model based definitions are in a specific sense vague
since they are constantly highlighted by fluffy limits. In this specific situation, it implies that an
ordinary shopper will see a few brands as certainly cherished and a few brands as unquestionably
not adored, but rather shouldn't something be said about alternate brands that don't fall in one
of those classifications? Plus, model definitions are fluffy in light of the fact that their elements
oftentimes incorporate components of the wonder itself as well as predecessors and results
(Shaver, Schwartz, Kirson, and O'Connor, 1987). In marking writing, particularly with regards to
brand love, a typical talk is the examination between affection for a brand and relational or para
social love.
As a matter of fact, a more fitting correlation is that between parasocial love and brand love.
Parasocial cherish is a kind of relationship in which individuals adore specific motion picture stars
or specialists. Contrasted and the connection between a customer and a brand, the two sorts of
connections are just a single directional (Fetscherin& Conway Dato-on, 2012). In that sense it
varies generously from the triangular hypothesis of adoration (Sternberg, 1986) in which the
measurements closeness, energy, and duty that exist in a connection between two people and
their levels of force clarify the quality of their affection. As indicated by Fetscherin & Conway
Dato-on (2012), connection from the brand towards the buyer must be an apparent relationship
in the psyche of the purchaser. Thusly, Fetscherin and Conway Dato-on (2012) characterize
parasocial cherish as "an apparent relationship of affection by a buyer with a brand" (p. 153) and
assert this is an indistinguishable sort of adoration from mark love. Additionally, in view of their
own exploration, they find that brand love appears to have a more grounded association with
the hypothesis of parasocial cherish than with relational love.
 CHAPTER 3: Methodology and Methods

3.1. Introduction
This quantitative study depended on responses by University students of an Questionnaire which
consists 15 to 20 inquiries regarding specific brands with a specific end goal to judge the customer
conduct. The example estimate is within 35 - 40 & the specimen is taken from people of both
genders aged between 18 and 25 years. The information is gathered from students of NCBA&E,
Lahore. Information a while later measurably broke down keeping in mind the end goal to get
successful outcomes. We have selected the quantitative approach on the introduce of deductive
approach to meet the objectives of this investigation.

3.1. Philosophical ground of the Study:

Traditionally there are two methods of insight, subjective approach & quantitative approach that
are utilized to gather information. “Quantitative approach is the intelligible way to deal with
oversee think about the goal. It utilizes the science checks to discover the outcomes. Then again,
subjective approach utilizes the perception method and social events to center the test.”

3.2. Research Approach:

Deductive approach implies procedure that has been gotten a handle on to lead the examination.
It can be quantitative research approach and subjective research approach. “Quantitative
research approach was utilized as a bit of this examination and overviews were utilized to gather
the information from the buyers. This approach was utilized as a part of light of the way that we
needed to know the techniques which clients use when making the buys affirmation in the center
of the different thing classes. There were many reasons by goodness of which we picked this
approach.” Instantly, the quantitative research is more functional. Quantitative research
engaged us to lead the information through study.
3.3. Method to gather information:
For this investigation we have utilized overview to gather the data. Standard preferred point of
view of using the survey is that it saves time and are poor to direct. In spite of the fact that review
similarly have some limitations, there is likelihood that some or all respondents may fail it. The
aim of these studies is to determine how individuals choose the thing from the thing class.

3.4. Structure of survey:

In the introduction of the survey we unmistakably said that "we are the understudy of NCBA&E
and basically need to know the shopping foundation in stores of yours". The purpose of this
statement was to guarantee the general population that this overview is only for the instructive
purpose, and therefore individuals may quote fair answers. Also, in the second portion of the
declaration it is unmistakably said that we’d prefer not to know the name of item, we simply
need to know on what basis they select the item.

3.5. Time line:

The proposal of our research was submitted to our teacher on second week of January 2017.
Research proposition was begun to be composed on tenth February. The proposition was
submitted on twentieth January and the information gathering begun from 25th of January. Data
collection was finished by 29th January and the translation of information was finished on fourth
February. The information was additionally broke down on fifteenth of February and the
exploration was finished till 19th February which will be additionally submitted on request of
educator.

3.6. Sampling:
We directed our examination at NCBA&E fundamental grounds Lahore. Here as the proportion
of the male is exceptionally than the proportion of female so does their portrayal in our
examination. The greater part of the respondents was in the ages of 20 to 27 years. We utilized
non-likelihood examining for our exploration.
3.7. Non-Probability Sampling:
In this type of method, every single one of the units contained in large data set has not equivalent
likelihood of being picked. “For this examination we utilized the non-likelihood surveying on a
very basic level known as comfort testing. There are such a collection of illuminations behind not
utilizing the likelihood testing. Quickly, it was unrealistic for us to get the section to every single
one of the comprehensive group who are living close to these stores. Reaching an unpredictably
picked individual isn't a direct business.” Furthermore, in the event of subjective assessing we
should spend more cash and it required a broad measure of time to contact with a self-self-
assuredly picked individuals.

3.5. Convenience Sampling:

A convenience inspecting enables us to meet any random individual while walking down a street.
Convenience testing allows the professional to form the illustration that is successfully open to
him. Therefore, this procedure lacks consistency.

3.6. Data examination

Data collected from each questionnaire used for surveys was facilitated and isolated through the
MS Office Excel sheets. The MS Office Excel helped us to manage the information as probabilities,
numbers and rates. When in doubt, the MS Office Excel happens segregate those things, which
are frame space subordinate.

3.8. Limitation:
Consumers:
We led this examination in the range of Lahore just and on in Gulberg region which is thought to
be for exclusive class of individuals so we can state that the populace in our exploration does not
speak to the all populace of Lahore but rather it gives us some knowledge for our exploration.

3.9. Instrumentation:
This investigation will help in breaking down the changing purchaser incline toward mark
clothing. The goal of this examination is to explore the elements affecting customer conduct of
Pakistani youth with importance to their image recognition and their connection with each
different and in addition aim of a person regarding a specific brand. Data for the the exploration
would be completed just by election that is to be completed by the Lahore’s youth. The specimen
incorporates both genders (male & female). Inquiries contained in survey are coordinated in
order to separate data for various factors incorporated into my investigation. There are three
factors that are significant concentration of the examination. These factors are passionate
respect, saw quality and group of friends. These factors are gotten to by the survey and auxiliary
inquiries regarding brand recognition and brand mindfulness are additionally incorporated into
request to streamline the examination.

The survey depends on thought of three factors and issue proclamation under the investigation.
At first inquiries are stated about social impact and belongingness of a person. This would be
useful for discovering group of friend’s variable. Additionally, addresses are presented related on
solidness and dependability which calls attention to second factor cutter quality. The last piece
of election depends on bid and joy for a worldwide brand which will direct to the last impacting
variable enthusiastic incentive for mark knowledge. A few inquiries in election are additionally
asked somewhat far from the extent of factors that would assist in making the base of factors &
could additionally utilized for induction of essential & auxiliary inquiries talked about in issue
proclamation.

Summary:

This area was away to examine the investigation system got in this examination to accumulate
and analyzed data. The general trade exhibits that the examination relies upon positivism
perspective encourage quantitative research approach. The case measure is from 35 - 40 and the
sample consists male and female both of ages between 18 – 25 years.. The data was assembled
from NCBA&E, Lahore. There are three factors that are used. These variables are saw quality and
gathering of companions.
CHAPTER 4: Analysis and Results

4.1 Introduction:
For data collection, 35 copies of questionnaire were conveyed in National College of Business
Administration and Economics, Lahore. By undertaking this exercise, we were able to receive all
of the 35 questionnaires fully completed. Advantageous examining is used to get these survey
completed. Through these questions we wanted to assess how often consumer buys the
international and domestic brands and why they prefer these brands. We also tried to find out
gender and why they prefer these brands.

Sex Frequency Percentage Cumulative Percentage

Male 28 80 80
Female 7 20 100
Aggregate 35 100 100

Sampling

Men
Women

Majority of the participants were male with 80% ratio. Above results indicate the type of
customers who shop among domestic and international products.
Preference of brand:

Brand Frequency Percentage Cumulative Percentage

International 22 63 63
Domestic 13 37 100
Total 35 100 100

Brand Preference

International

Domestic

Majority of the respondents with 63% of ratio prefer international brands. These results indicate
the type of customers who use to shop among domestic and international products.
Inspiration for apparel buying:

Brand Frequency Percentage Cumulative Percentage

Parents 3 8 8
Friends 9 25 33
Latest fashion 9 25 57
Brand 13 37 100

Total 35 100 100

Inspiration for buying brands

Parents
Friends
Latest fashion
Brand

Majority of the respondents with 37% of ratio buy the apparel due of the brands irrespective of
the latest fashion and inspiration from their parents and friends who were in ration of 25%, 25%
and 8 %. So we can say that the major determinant of one’s buying behavior is the power of the
brand in the market.
4.2 Results:

“Results are given below in both tabular as well as percentage forms to make them more
comprehendible wherever found suitable. First of all results related to response rate are given
with the percentage help of that are as follows.”

Cumulative
Frequency Percent
percentage
sense of belongingness
Strongly Disagree 5 14 14 0%

10 29 43 14% 14%
Disagree Strongly disagree
Disagree
15 43 86 Neutral
Neutral Agree
29% Strongly Agree
Agree 5 14 100 43%

Strongly Agree 0 0 100

“I achieve a sense of belongingness by buying the same brand as my friends:”

Interpretation:

We asked people if they buy their apparels so they can get belongingness among their friends
and asked them to rate among the scale of 1 to 5. Most of the people were neutral about the
 question and answered that they don’t buy their products so they can get belongingness among
their friends. 43% of the people replied that they are neutral to the thought that they feel the
sense of belonging by wearing the branded clothes. Frequency of 29% of people replied that they
disagree with the statement and with the options of strongly disagreed and agreed only 14%
people agreed. None of the respondents replied as strongly agreed with the statement so we can
say that people are middle-of-the-road and don’t think much about their belongingness with the
brands.

Cumulative
Frequency Percent
percentage sense of belonging
Strongly Disagree 0 0 0 0%

6%
Disagree 2 6 6 Strongly disagree
20% Disagree
Neutral
Neutral 7 20 26
Agree
57% Strongly Agree
Agree 6 17 43 17%

Strongly Agree 20 57 100

“I buy the latest fashion when I am sure my friends like them to achieve sense
of belonging”:

Interpretation:

We asked people if they buy their cloths so their friends like them or they do whatever they want
to do. Most of the people answered that people buy their clothes so their friends would like. 57%
of the respondents replied that they strongly agree with the statement that they buy apparels of
branded stores so they get their friends to like them and their cloths so they get the sense of
belonging. 20% of respondents agreed that they are neutral towards this statement and 17 % of
 respondents were agreed to the statement. On the other hand only 6% of the respondents were
disagreed or strongly disagreed with this. So on behalf of the finding we can say that most of the

people buy branded apparels so their friends would like them.

Cumulative
Frequency Percent
percentage 3% like to be like someone
Strongly Disagree 3 9 9 8%
Disagree 13 37 46 Strongly disagree
26%
Disagree
Neutral 9 26 72 Neutral
37% Agree
Agree 9 26 97
26%
Strongly Agree 1 3 3

“If i like to be like someone, i try to buy same brand what they buy”:

We asked people that whether or not they dress like the person they like in their circle and try to
dress like them or not. Most of the people were neutral and against the question replying that
they don’t try to look like someone and buy clothes according to that. 37% of the respondents
responded as disagreed with the statement that they idealize someone and try to be look like
them. The ration for neutral and agreeing with the statement was 26% that they do like to buy
brands like someone we like and try to be dressed like them. Strongly disagree are 9% and
strongly agree were in the ration of 3%. So according to these results it is fair to say that most of
the people are disagree and neutral about this statement and they idealize and try to wear like
someone.
I try to stick to certain brands:

Cumulative
Frequency Percent
percentage

Strongly Disagree 1 3 3

Disagree 4 11 14

Neutral 15 43 57

Agree 10 29 86

Strongly Agree 5 14 100

Interpretation:

We asked people if they love some apparel brands and stick to that particular brands or do they
move around. Most of the people were agreed that they stick to certain brands. 43% of the
respondents responded as they are neutral with the statement that they stick to certain brand
for a period of time. 29% of the respondents replied that they are agreed to the statement that
they stick to certain types of brand a long period. 14% of the respondents were strongly agreed
that they stick to certain brands for the period of time. The ration for disagreeing and strongly
disagreeing with the statement were 11% and 3% respectively. So according to responses

Frequency Percent
Cumulative stick to certain
percentage
brands
Strongly Disagree 2 6 6 3%
11%
Strongly
Disagree 3 9 15 14% disagree
Disagree
Neutral 15 43 58
29%
Agree 6 17 74 43%

Strongly Agree 9 26 100

received it can be said that majority of people stick to certain brands for a period of time.

Buy certain brands

6%
8%
26% Strongly disagree
Disagree
Neutral
Agree
Strongly Agree
17% 43%

It is important to buy certain brands:

Interpretation:

We asked people if it is important for them to buy certain brands or not. And most of the most
of the people were agreed that it is important for them to buy certain types of apparel brands.
43% of the respondents responded as they are neutral with the statement that it is important to
buy certain brands. 17% of the respondents replied that they are agreed to the statement that
they should buy certain types of brand. 26% of the respondents were strongly agreed that they
should buy certain brands. The ration for disagreeing and strongly disagreeing with the statement
were 9% and 6%. In light of the responses it can be said that majority of people prefer that they
should buy certain types of brands.
It is important to buy well-known brands:

Cumulative
Frequency Percent
percentage
Buy well-known brands
Strongly Disagree 2 6 6
6%
7 20 26 14%
Disagree Strongly disagree
20% Disagree
Interpretation:
Neutral 7 20 46 Neutral
Agree
Strongly Agree
Agree 14 40 86 40% 20%

Strongly Agree 5 14 100

Interpretation:

We asked people if it is important for them to buy well-known brands or not. And most of the
most of the people were agreed that it is important for them to buy well-known brands.20% of
the respondents responded as they are neutral with the statement that it is important to buy
well-known brands. 40% of the respondents replied that they are agreed to the statement that
they should buy well-known brands. 14% of the respondents were strongly agreed that they
should buy well-known brands. The ration for disagreeing and strongly disagreeing with the
statement were 20% and 6% respectively. In light of these responses it is fair to say that majority
of people prefer that they should buy well-known brands.
 Cumulative
Frequency Percent
percentage
Reliable brands
Strongly Disagree 4 11 11
11% 3%
14%
Disagree 1 3 14 Strongly disagree
Disagree
10 29 43 Neutral
Neutral Agree
29% Strongly Agree
Agree 15 43 86 43%

Strongly Agree 5 14 100

I consider international brands to be reliable brands:

Interpretation:

We asked people if they consider that international brands are reliable brands or not. Most of
the people were positive that international brands are of good quality and reliable. 43% of the
participants agreed with the statement that they consider international brands as the reliable
brands. 29% of the respondents were neutral about the statement and had no side of opinion on
this. Whereas 11% of the respondents strongly disagreed with the statement and 3% of the
respondents disagrees that International brands are considered to be the reliable ones.
According to the replies given to this statement it can be said that most people consider the
international brands as the reliable ones.
 Cumulative
Frequency Percent
percentage
Attention to the brands
1 3 3 3%
Strongly Disagree
11% 11%
Disagree 4 11 14 Strongly disagree
Disagree
18 51 65 23% Neutral
Neutral Agree
Strongly Agree
Agree 8 23 89
52%

Strongly Agree 4 11 100

I usually pay attention to the brands:

Interpretation:

We asked people if they pay attention to the brands while shopping or not. Most of the people
were agreed and neutral that they pay attention to the brands before purchasing the
apparels.51% of the respondents responded to the statement that they don’t really think about
how much they pay attention to the brands. 23% of the participants agreed with the statement.
Whereas 11% of the participants disagreed with the statement and 3% of them strongly
disagreed that they pay attention to the brands. Therefore, in light of the above responses it can
be deduced that majority of people don’t really consider anything about the brands before
buying them.

Brands to be durable
Cumulative
Frequency Percent
percentage
6%
Strongly Disagree 2 6 6 14% Strongly disagree
34% Disagree
Neutral
Disagree 5 14 20 Agree
23% Strongly Agree
Neutral 8 23 43
23%
Agree 8 23 66

Strongly Agree 12 34 100

I consider international brands to be durable:

Interpretation:
We asked people if they consider that international brands are durable brands or not. Most of
the people were positive that international brands are of good quality and durable. We asked
people if they consider that international brands are
durable brands or not. Most of the people were positive High quality
that international brands are of good quality and durable.
23% of the respondents agreed with the statement that 6%
they consider international brands as the durable brands. 14% Strongly disagree
34% Disagree
23% of the respondents were neutral about the statement Neutral
Agree
and had no side of opinion on this. Whereas 6% of the 23% Strongly Agree

respondents strongly disagreed with the statement and

23%
14% of the respondents disagrees that International
brands are considered to be the durable ones. On the basis
of the replies we can say that most of the people consider the international brands as the durable
brands.

I consider international apparels brands to be of high quality:

Interpretation:

We asked people if they consider that international brands are of high quality or not. Most of the
Cumulative people were positive that
Frequency Percent
percentage international brands are of good
Strongly Disagree 2 6 6 quality and durable. 23% of the

5 14 20 respondents agreed with the

Disagree
statement that they consider
Neutral 8 23 43
international brands as the durable
Agree 8 23 66 brands. 23% of the respondents

12 34 100 were neutral about the statement

Strongly Agree
and had no side of opinion on this.
Whereas 6% of the respondents strongly disagreed with the statement and 14% of the
respondents disagrees that International brands are considered to be the durable ones. On the
basis of the replies we can say that most of the people consider the international brands as the
durable brands.

I intend to buy international brand frequently:

 Cumulative
Frequency Percent
percentage
Buy Brands
3% 3%
Strongly Disagree 1 3 3

Disagree 1 3 6 Strongly disagree

23% Disagree
43% Neutral
Neutral 8 23 29
Agree
Strongly Agree
Agree 10 29 57
28%
Strongly Agree 15 43 100

Interpretation:

We asked people if they buy international brands frequently or not. People replied positively that
they buy international brands very frequently as compared to the local brands. Most of the
people were positive that international brands are of good quality and durable. 29% of the
respondents agreed with the statement that they intend to buy international brands frequently.
23% of the respondents were neutral about the statement and had no side of opinion on this.
Whereas 3% of the respondents strongly disagreed with the statement and 3% of the
respondents disagrees that they intend to buy international brands more frequently. In light of
the replies it can be said that most people consider that they buy international brands frequently
than the local brands.
Using international apparel brands make me feel good:

Cumulative
Frequency Percent
percentage
Make me feel good
0%
Strongly Disagree 0 0 0
11%
Disagree 4 11 11 Strongly disagree
Disagree
43% 20% Neutral
Neutral 7 20 31 Agree
Strongly Agree
Agree 9 26 57
26%
Strongly Agree 15 43 100

Interpretation:

We asked people that if buying the international brands make them feel good or not. People
mostly responded that they actually feel good by using international brands. Most of the people
were positive that international brands make them feel good. 26% of the respondents agreed
with the statement that they consider that international brands make them feel good. 20% of
the participants were neutral about the statement and had no side of opinion on this. Whereas
no participant strongly disagreed with the statement and 11% of the respondents disagrees that
International brands are considered to be the durable ones. Therefore, these replies indicate that
most people consider the international brands make them feel good.
 Cumulative
Frequency Percent
percentage
Feel comfortable
0% 0%
Strongly Disagree 0 0 0
14%
Disagree 0 0 0 Strongly disagree
Disagree
43% Neutral
Neutral 5 14 14 Agree
Strongly Agree
Agree 15 43 57 43%

Strongly Agree 15 43 100

I feel comfortable using international brands:

Interpretation:

We asked people that if buying the international brands make them feel comfortable or not.
People mostly responded that they actually feel good and comfortable by using international
brands. Most of the people were positive that international brands make them feel comfortable.
43% of the respondents agreed with the statement that they consider that international brands
make them feel comfortable. 14% of the respondents were neutral about the statement.
Whereas no respondent strongly disagreed with the statement and no respondent disagrees that
International brands are considered to be comfortable. According to the replies it can be said
that most people consider the international brands make them feel comfortable.
 Cumulative
Frequency Percent
percentage
Want to use it again
0 0 0 0% 0%
Strongly Disagree
9%
Disagree 0 0 0 Strongly disagree
Disagree
43% Neutral
Neutral 3 9 9
Agree
Strongly Agree
Agree 17 49 57 48%

Strongly Agree 15 43 100

International brands make me want to use it again:

Interpretation:

We asked people that if international brands make them buy apparels again or not. People
responded that they actually feel comfortable using the international brands and want to use
again. 49% of the respondents replied that international brands make them want to use it again
when they purchase it and replied as agreed and 43% of people replied as strongly agreed with
the statement. It was seen that no respondent replied as strongly disagree or disagreed so we
can say that people are positive that international brands make them want to use it again.

Cumulative
Frequency Percent
percentage Feel pleasure
0% 0%
Strongly Disagree 0 0 0

0 0 0 17%
Disagree Strongly disagree
Disagree
6 17 17 Neutral
Neutral
Agree
57% 26% Strongly Agree
Agree 9 26 43

Strongly Agree 20 57 100

I feel pleasure using foreign apparel brands:

Interpretation:
We asked people that if buying the international brands make them feel pleasure or not. People
mostly responded that they actually feel good and happy by using international brand. Most of
the people were positive that international brands provide them the sense of pleasure. 26% of
the respondents agreed with the statement that they
Sense of belonging
consider that international brands make them feel good.
17% of the respondents were neutral about the
6%
statement. Whereas no respondent strongly disagreed 14%
Strongly disagree
20% Disagree
with the statement and no respondent disagrees that
Neutral
International brands are considered to be comfortable. Agree
Strongly Agree
57% of the respondents were strongly agreed with the 40% 20%

statement that they feel pleasure of using the

international brands. In light of the replies received it can
be said that majority of people consider the international brands make them feel comfortable.

I achieve a sense of belonging by buying the same brands as other purchase:

Interpretation:

We asked people if they get a feel of belongingness by buying foreign brands or not. People were

Cumulative
mostly agreed that the actually feel
Frequency Percent
percentage the sense of achievement by using

2 6 6 the international brands. Most of

Strongly Disagree
the people were positive that
Disagree 7 20 26
international brands make them
Neutral 7 20 46 feel sense of belonging s buying the

14 40 86 same brands those other

Agree
purchases. 14% of the respondents
Strongly Agree 5 14 100
agreed with the statement that
they consider that international brands make them feel that. 20% of the participants were neutral
about the statement. Whereas 6% respondent strongly disagreed with the statement and 20%
respondent disagreed that International brands are considered to be comfortable. According to
the replies obtained it is fair to day that most people consider the international brands make
them feel the sense of belonging by using the same brands which other uses.
4.3 Summary:
This part was gone for portraying the examination directed on the information and in this way
the outcomes got from that investigation. The outcomes are then deciphered and clarified in
detail. Right off the bat the respondents' profiles are examined regarding their sex, at that point
about the brand and afterward who for the most part pick that and afterward make the survey
with the goal that the idea of respondents could be comprehended from whom the information
is gathered. This helped how much the reactions are predictable to each other. At that point
itemized factor examination is directed to determine the genuine factors out of the information.
Encourage forbidden and in addition rate examination are directed to search out the connections
between various factors demonstrating positive and direct to solid connections the outcomes
demonstrate that advancement blend components have association with customer purchasing
conduct through the involved part of brand mindfulness and brand picture.
CHAPTER 5: Discussion, Conclusion and Recommendations

5.1. Introduction
As a piece of information gathering, 35 duplicates of poll were circulated in National College of
Business Administration and Economics, Lahore. By carrying out this exploration, we were able
to obtained all of the 35 copies of fully completed questionnaires. Advantageous testing was used
to get the questionnaires completed. Through these inquiries we aim to know how frequently
purchaser purchases the global and household brands and why they lean toward these brands.
We additionally attempted to discover sexual orientation and why they lean toward these
brands.

5.2 Discussion:
This exploration directed to watch that what number of in youthful era is truly aware about
brand. The after effects of our discoveries given us a considerable measure of involvement, we
had communicated with many individuals. Youth is aware about brand yet they don't stick to one
brand in everyday life because they have numerous choices to go for. In the event that we look
sexual orientation smart young ladies are more aware about brands. Nowadays, youth
concentrate on brand name and its quality also so the general outcomes indicate youth know
about the brands. In Pakistan many brands are focusing on new era with various sections.

The above qualities suggest that gathering of companions; energetic regard and saw quality are
making a string relationship with brand awareness of youth. Nevertheless, gathering of
companions has modestly the strong relationship as stand out from other two elements which
exhibits that youthful of Pakistan is more brand insightful on account of its gathering of
companions and mates, family and partners are influencing more on individuals to use an outside
garments mark. The total effect of each of the three components on brand familiarity with youth
is furthermore insistently related this suggests each one of the three elements are influencing to
grow the brand perception inside the customer outline.
H1=Social circle has a positive association with mark awareness of youth.

H2= Perceived quality has a positive association with mark awareness of youth.

H3= Emotional respect has a positive association with mark awareness of youth.

H4= Social circle, saw quality and enthusiastic respect have a positive association with mark
awareness.

Thus, the greater part of the above theory proclamations is acknowledged.

5.3. Recommendations

The investigation demonstrates that brand awareness in youth is expanding by group of friends
around the person and additionally passionate respect and saw nature of a brand. So the up and
coming outside brands must look into those perspectives to acquire fascination the psyche of
youth for their brands. The up and coming western brands inside Pakistan must form their image
as per the necessities of prospect clients and additionally their environment. Subsequently,
keeping a perspective of purchaser conduct and factors affecting customer conduct is as yet
undiscovered inside the clothing business as different factors other than those talked about in
paper are likewise influencing the buyer brain science for a specific item or brand.

One of the thing is the extent of the specimen which was 35. Test estimate was little to speak to
the genuine populace of the nation and can't be summed up to be valid.

5.4. Recommendation for future Research:

1. This review demonstrates that significant respondents are from the age group of 18 to 25 years
i.e. 80% that shows that this exploration focused more moderately aged population. Future
research ought to consider youthful to more senior populace with a specific end goal to judge
the connection amongst brands and purchasing conduct.
2. This review exhibits that the gender of significant respondents is male (80%) and females
were relatively very less (only 20%). This demonstrates this exploration concentrated more
towards male populace. Future research can focus on female gender in order to better
comprehend the conduct of females.

3. This review shows Current concentrate primarily engaged the Apparel association of Pakistan;
future research ought to sort an indistinguishable industry from well as different enterprises and
associations keeping in mind the end goal to watch the distinctive outcomes.

4. As it is an academic research the responses for survey were obliged along these lines, we can
additionally upgrade the model by growing the reactions in future to attain unmodified results.

5. Further reviews should place emphasis to explore organizations and industy other than
clothing, as it can progress their examination to various orders of business venture item insightful
classification (concrete, sugar and so forth.), Industry-wise (collecting, advantages and retail etc.)
and industry sizes (Large scale, medium size and minimal size). That the sexual orientation of real
respondents are male which are 80% and female were less in this review which were just 20%
This demonstrates this examination concentrated more towards male populace. Future research
can center towards female gender more to comprehend the conduct of females.
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 Questionnaire

We are students of NCBA&E and just want to know about your shopping experiences of
apparels. This questionnaire is for the purpose of collecting data for the purpose of academic
research. You are kindly requested to answer the questionnaire. Please tick and fill the
structured questionnaire with applicable answer to enable the study to be successful.

General Information
Indicate your gender:
Male ( ) Female ( )
Preference of brands:
International ( ) Domestic ( )

1. Inspiration for apparel buying

( ) Parents ( ) Friends ( ) Latest fashion ( ) Brand

2. By buying the same brand as my friends, I achieve a sense of belongingness:

( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

3. I achieve a sense of belonging I buy the latest fashion when I am sure my friends like them
( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

4. If i like to be like someone, i try to buy same brand what they buy
( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

5. I try to stick to certain brands

 ( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

6. It is important to buy certain brands

( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

7. It is important to buy well-known brands

( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

8. I consider international brands to be reliable brands

( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

9. I usually pay attention to the brands

( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

10. I consider international brands to be durable

( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

11. I consider international apparels brands to be of high quality

( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

12. I intend to buy international brand frequently

( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

13. Using international apparel brands make me feel good

( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

14. I feel comfortable using international brands

( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

15. International brands make me want to use it again

 ( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

16. I feel pleasure using foreign apparel brands

( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree

17. I achieve a sense of belonging by buying the same brands as other purchase
( ) Strongly Disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly Agree