TEXTILE AND READY MADE GARMENTS:
Pakistan’s is the 5th most populous country in the world ("Pakistan Population (2020) -
Worldometer", 2020). So, there is a lot of potential. Fashion industry was taking a clear lead with
a projected market volume of $2,748m in the last year among all the other top industries.
("eCommerce - Pakistan | Statista Market Forecast", 2020). Estimations have been made which
reflected that the average revenue per user will be $81.86 (13,310.44 Pakistani Rupee). In the
report of 2019, 45% of the users are aging from 18-24 years, 44% aging from 25- 34, and 11%
aging from 35-44 years. 46.6% of users are in medium income group. Daraz, Khaadi, Alkaram,
Homeshopping and Mycart are the top 5 internet retailers in Pakistan 2020. (Lalani, 2020) Out of
top 5, Khaadi and Alkaram both belong to women apparel industry.
Consumers evaluate a product's pricing based on its quality, which could be the primary source
of satisfaction or discontent (Yoon et al., 2005). Before purchasing any brand, women conduct
extensive research. Females, particularly young ladies and those from the working class, are
becoming brand slaves these days. Women are the most effective consumer market since they
buy approximately 80% of the entire goods sold directly (Sundari, 2015). They are looking for a
higher quality product with a distinct design. Female customer contentment decreases faster than
male customer contentment, according to Bendall et al., (2002). Women give greater advantages
to sellers than males, according to Oderkerken et al. (2001).
A female's purchasing choice is influenced not just by the product's significant advantages, but
also by the social position, connection, need for variety, and personality expression (Kim et al.,
2002). Today's ladies, according to Mademoisella Magazine, know exactly what they want
before they go shopping (Parks & Liz, 1997; Rauch, 2002; Saundri, 2015). Searching for brand
information, whether internal or external, is critical to a customer's decision (Shaheen,
2008).Internal data is acquired based on experience or advertisements. Peers, family, and the
market place are used to gather external data (chi Lin & Chia, 2003).
Advertisement alters our view by presenting us with their ideals (Chait, 1). Advertisement has a
significant influence on how we perceive a brand. According to a study by TV Bauru, 37% of
TV viewers buy things that are heavily marketed.
Brand perception is created by television advertising since they want the customer to think about
the product. Advertisement has a direct impact on consumer awareness, which in turn has an
impact on consumer loyalty by forming a strong brand connection in the customer's mind based
on the many perceptions associated to the brand. This is especially true in the apparel industry.
Women are also heavily impacted by television commercials. With the use of auditory and visual
messaging, television advertising is a very powerful medium for creating brand recognition
(Sonkusare, 2013). These TV commercials raise awareness by delivering concepts such as
"Innovation, quality, and reliability" (Gul Ahmad), "Soully East" (J.), and "Sing to Your Own
Time" (Al Karam), which show these businesses as having a distinct style vision with
independence.
The effect of pricing and product factors such as quality, brand, and style on a customer's
garment selection is complex. Customer happiness is directly influenced by quality. There is no
evidence of an inverse effect. A brand's distinguishing attribute is its quality. As a customer, you
pick a brand based on factors such as price, style, and quality.
Consumers will stick with brands where they perceive high quality interaction and will not
switch to another brand at any cost, but they will move to another brand sooner or later if they
perceive low quality engagement. Actual performance that can be measured and witnessed is
referred to as quality (Monroe & Krishman, 1985).
