Abstract
By Ayesha Saeed
The purpose
of this research is to identify the importance of the independent variables
including Perceived price fairness, Visual elements of promotion, and Quality
perception on the consumer’s loyalty towards a specific brand and to better
understand consumer psyche while choosing a specific clothing brand. We will be
studying the separate impact of each of the independent variables mentioned above
on the dependent variable that is Willingness to pay, and then we would study
the impact of each independent variable with the mediator, that is Brand
loyalty. To what extent do visual elements of promotion impact the consumer’s
mind and their ability to pay the premium price. On the other hand, some consumers
always prefer quality products, and based on these features their loyal to the
brand is determined which directly impacts their willingness to pay. We want to
understand the relationship among these variables and how they affect purchase
decisions with reference to the clothing industry. For this purpose, a sample
of 500 women is selected and a convenient sampling technique will be used to
analyze the results. SPSS and PLS software will be used to test the survey
results. Our chosen sample will include college and university students,
working women, and young housewives. It’s the younger generation who is in need
of such trendy clothes that provide them both style and quality at a price
they readily afford and because of this reason we have chosen women in late
teens up until 45 and we are mainly targeting the upper-middle class.
Keywords: Visual elements of advertisement, Brand Loyalty, Willingness to pay, Perceived Price fairness, Quality perception.
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Acknowledgments
Firstly, we would like to express our gratitude towards our advisor Ma’am Beenish Arshad for guiding and supervising our project. She has been our mentor throughout the project, providing us with her valuable and constructive suggestions during the development planning of this research project. Her useful critiques and patience have really helped us. We would also like to express appreciation towards our director Mr. Hamid Hassan and the Fast School of Management faculty for providing us with the best resources within the university premises that helped us get all the necessary information and data required for our research. . We would also like to thank various people for their contribution in this project Mr. Shahid Malik for his valuable opinion and professional guidance during our first FYP presentation. Lastly, we would like to thank our parents and friends for their constant support and encouragement throughout this study.
List of Acronyms
1. INTRODUCTION
The fashion industry in
Pakistan is expanding and progressing at a very fast pace. There has been a
sharp rise in women's fashion brands. This is mainly due to increasing awareness
among women about the availability of stitched branded clothes that are not
only trendy but also highly qualified.
In present times,
price, quality, and visual elements of promotion are rendered crucial in every
product or service being offered in the market. In light of the current
environmental dynamics, every business is aiming towards having the highest
market share. These elements help it gain a competitive edge and become an industry leader. Consumers are primarily concerned about these elements which
then constructs their buying decisions. Customers
perceive prices as fair by comparing them with competitor’s pricing and costs
Numerous manufacturers,
retailers, marketers, and businessmen have considered quality as a way to
differentiate their products from competitors
So the foremost goal of this research is to measure the separate and combined effect of “Visual elements”, “Perceived price” and “Quality perception” on “Willingness to pay” with the mediating role of “Brand loyalty”