1st HOURLY MID TERM EXAM

Total Marks: 15
Course Title: Strategic Marketing and Consumer Psychology
Credit Hours: 03
Semester: Spring 2021
Resource Person: Dr. Nabeel Amin
Date: Monday, 12 April., 2021 (online available 6:30 PM) Submission allowed till 9:30 PM
Monday, 12 April., 2021.
Student Name:
Student ID/Registration:

Instructions:
 This Mid Term exam shall be conducted online.
 Students shall have ONLY ABOVE ALLOCATED TIME WITHIN THE ONLINE SESSION to attempt this exam and
submit on Blackboard.
 The Paper is designed for 45 minutes to 1 hour but whole 3 hours are being allocated to avoid any issues of
online submission.
 There shall only be One Attempt.
 No LATE Submissions shall be accepted. No
 No copying or discussion is allowed. Any copied material shall be considered as cancellation of the exam.
 All questions are to be attempted in the space provided.

Q1. What is the linkage between cultural aspects and the consumer behavior? If you are to
introduce a textile fashion garment, how would you strategically plan it for various
communities and cultures keeping in mind the norms, values, consumer behaviors and fashion.
(7.5)

Cultural Factors: The cultural factors are those which a person adapt and learn during the phases
of his/her life depending upon the family, values, preferences, perception etc. living in a specific
society or region.

Some Important cultural factors that have a direct linkage with the consumer behavior are:

1- Culture: Its denotes to the traditions, beliefs, practices and rituals a specific group pf
people follow under a region. For example, the western and eastern culture are 2
different factors and have different buying patterns, needs, behavior etc.
2- Subculture: When we divide a culture further then it becomes a sub-culture. The people
are further divided more specifically. For examples, based on the religion we have
different sub-culture in this eastern culture and the consumption pattern of each religion
differs from other.
3- Social Class: Coming towards the social class. Social class actually represents the buying
power of individuals in a particular culture or subculture. Like upper class can afford more

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 luxury brands, middle class is more future oriented and the lower class always try to fulfill
their need only with zero desires.

If you have to create a textile fashion garment brand, then you should keep in mind theses thing
depending upon the cultural factors:

1- If you are planning to launch a premium one then your target market should be
the upper class.
2- In a region like Pakistan it is good to reach masses so a high street brand should be
a good reach.
3- The pricing strategy should be economical keeping in mind the buying power and
current economic conditions of Pakistan.
4- The collection should be season specific as we follow all four seasons in Pakistan.
5- We can also cash the religious events followed by different communities here in
Pakistan.
6- The style should be as per the traditions followed by the people here in Pakistan.
7- People followed more summers than winters in Pakistan. So, the collection should
be as per this factor.
There are various other factors too which can be considered while launching a fashion brand or a
collection. Very little out of them have been mentioned above.

Q2. What are the reasons of continuous change in mindset of consumers? What are the key
factors that an expert marketing team shall take care in order to bring success to a certain
product of fashion? What are the factors driving the marketing strategies in terms of
innovation diffusion and motivation?
(7.5)

The consumer need and wants always changes with the time. Nothing remains same all the time.
For better explanation, please have some reasons below:
1- Technology: The main factor which changes the consumer buying behavior is the
advancement in technology. Consumer mindset is also changing with the technology. For
examples, there was a time when people use to buy internet cards and then they start
using cable internet and now its fiber optics world. So, with the technology the consumer
mindset is changing and enhancing parallel to the technology.
2- Buying Power: With time and efforts the buying power also changes. For example, if a
person is shifting from the social class then his mindset will also shift.
3- Priorities: Priorities also comes with time and responsibilities. For example, newly married
are more towards their future and invest in their future plans while parents invest in their
children.
4- Pandemic: Pandemic is unusual but it effects masses. Like COVID have changed the
consumer mindset and people are motivated more towards online shopping rather than
visiting retails outlets.
There are many other reasons of changing consumer mindset. But, due to lesser time, I have
mentioned these 4 only.
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Key Factors That A Marketing Team Can Have for A Successful Product Of Fashion:

1- For making a fashion product successful it is very important to market it in a proper way.
Like marketing a fashion product to a sports-oriented target market will make your
product flop only. So, the first thing is to opt for the ideal target market. Like youth are
more towards fashion.
2- Influencer marketing is now a day more in the market. Marketers can use influencer
marketing by endorsing fashion influencers to catch the attention.
3- The product should be at the right time. For example, launching a jacket in summers will
only make you fail.
4- You should know the buying power of your market too. If the product is expensive and
you are portraying it for masses, then again you will be flop.
5- For making the product successful, the time of launch should be perfect, the pricing
strategy should be best, the endorsement should be as per the product niche etc.

The Factors Deriving The Marketing Strategies In Terms Of Innovation:

The marketing strategy should be made keeping in mind:

Hence, for a marketing strategy in terms of innovation, diffusion and motivation, you should
know and work on the marketing mix of product and brand you want to work on.

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