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Table of Contents

Table of Contents..............................................................................................1

Preface
This report focuses on the consumer behavior research. The topic is impact of designer brand on consumer purchase. We designed this report to provide a brief description about the factors that influence the designer purchase. We also analyze the factors for which the consumers not purchasing it. In addition to it, this report includes about the analysis that what are the end results and perception of the people about the brands, and what are the more suggestions about it. We all have tried our level best to fulfill all the requirements mentioned to us. Now its depend upon the reader to read it carefully and understand what we want to communicate.

Acknowledgement
We wish to express our sincere gratitude to Mrs. Saiqa Imtiaz and Mr, Imdadullah institute of management sciences ,BZU Multan , for providing us an opportunity to do our work on consumer research. This project bears on imprint of three group members. . we sincerely say thanks to our project guide Mr Imdadullah Department of Management sciences, for guidance and encouragement in carrying out this project work. For their kind co-operation to the completion of our project work. We want to express a sense of gratitude and love to our friends and our beloved parents for their manual support, strength, and help and for everything. Regards Zaheer Abbas Muhammed Ajmal Ghaffar Usama Leghari

Area of Proposed Research


The area of proposed research is Consumer Behavior.

Introduction
Consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society . It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Nothing is more difficult and therefore, more precious, than to be able to decide is quoted to be the words of Napoleon. This is amply true in the case of consumer too. It is for this reason that the marketers are bound to have a full knowledge of the consumer buying decision process. We are doing research in the area of consumer behavior because the study of consumers helps firms and organizations to improve their marketing strategies by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

We are conducting research on designer brand industry to know how the designer brand influence the purchasing decision of consumers. What are the factors that motivate them to purchase designer brand and what are the reasons to the people who do not purchase designer brands.

Title

The impact of designer brand on consumer behavior.

Research Objectives
This study aims to understand the factors which motivate the purchase of designer brands. To know the reasons why people do not purchase designer brands. To illustrate the importance of designer brands. Understanding how past experiences affect the buying decisions. Analyze whether consumers are satisfied or not with the designer brands.

Research Questions

What is the impact of designer brand on consumer behavior? What are the factors that influence the buying decision with regards to the designer brands?

Research Methodology

We are going to conduct qualitative research because in this research we have to study the behavior of consumers. The suggested methodology in this study is the use of survey, interviews and questionnaire. The essence of the suggested methodology is to manage to target the objectives mentioned in this study.

Sampling Technique

We will use convenience sampling because our sample consists of people of Multan to whom we have an easy access.

Sample Size
The sample size for this study is 30 consumers.

Hypothesis
1. There is high impact of income on the designer brand. 2. Economic limitation is the main reason of not purchasing the designer brand. 3. There is an impact of culture on the purchase of consumers. 4. There is a significant impact of personality on consumer purchase.

SPSS Data Analysis Regression


Model Summary Adjusted R Model 1 R .783a R Square .613 Square -.160 Std. Error of the Estimate 1.272

ANOVAb Model 1 Regression Residual Total Sum of Squares 17.956 11.317 29.273 df 14 7 21 Mean Square 1.283 1.617 F .793 Sig. .664a

Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) Age of the respondents Marital status of the respondents Income of the Respondents education if you are studying then where how many times you visit a designer outlet in a month? if you purchase designer product then which factor motivates you? .545 .859 .346 .634 .546 .220 .574 .172 .383 .713 .180 .719 .982 2.574 .102 .130 .183 .280 .860 .788 B -5.560 -.082 .902 Std. Error 13.368 .841 1.515 -.041 .268 Coefficients Beta t -.416 -.097 .595 Sig. .690 .925 .571

Coefficientsa if you dont purchase the designer brand then why? what makes different designer brand with others? in which category you lie? is there any influence of shopping environment on the purchase of designer brand? is there any influence of your peer group on your purchase? occasions increase the puchase of designer brand? there is influence of culture on purchase behavior of designer products? your personality has influence on your purchase? -.441 .688 -.276 -.641 .542 .345 .524 .308 .658 .531 .079 .591 .074 .133 .898 1.080 .674 .826 1.604 .153 -1.028 .907 1.292 1.480 -.407 .329 -.796 .612 .452 .560 .821 .540 .692 1.520 .172 -.537 .752 -.413 -.714 .498

Mean
Statistics gender of the respondents N Valid Missing Mean Std. Deviation 22 0 1.95 .213

Statistics Age of the respondents N Valid Missing Mean Std. Deviation 22 0 1.82 .588

Statistics Marital status of the respondents N Valid Missing Mean Std. Deviation 22 0 1.14 .351

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Statistics Income of the Respondents N Valid Missing Mean Std. Deviation 22 0 1.50 .673

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Statistics education if you are studying then where N Valid Missing Mean Std. Deviation 22 0 2.95 .213

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Statistics how many times you purchase a designer brand product in one month? N Valid Missing Mean Std. Deviation 22 0 2.18 1.181

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Statistics how many times you visit a designer outlet in a month? N Valid Missing Mean Std. Deviation 22 0 1.91 .921

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Statistics if you purchase designer product then which factor motivates you? N Valid Missing Mean Std. Deviation 22 0 1.91 .750

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Statistics if you dont purchase the designer brand then why? N Valid Missing Mean Std. Deviation 22 0 2.41 .908

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Statistics what makes different designer brand with others? N Valid Missing Mean Std. Deviation 22 0 2.32 .995

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Statistics in which category you lie? N Valid Missing Mean Std. Deviation 22 0 1.86 .468

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Statistics is there any influence of shopping environment on the purchase of designer brand? N Valid Missing Mean Std. Deviation 22 0 1.23 .429

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Statistics is there any influence of your peer group on your purchase? N Valid Missing Mean Std. Deviation 22 0 2.64 .902

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Statistics occasions increase the puchase of designer brand? N Valid Missing Mean Std. Deviation 22 0 2.09 1.109

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Statistics there is influence of culture on purchase behavior of designer products? N Valid Missing Mean Std. Deviation 22 0 2.41 1.054

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Statistics your personality has influence on your purchase? N Valid Missing Mean Std. Deviation 22 0 1.45 .739

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Interpretation
As in our hypothesis we mentioned that income has great influence on consumer purchase. As the designer brands are more costly so it can be afforded by high class. And the analysis also shows that the people who have more income purchase more designer brand in a month. As the mean of income is 1.5. Our second hypothesis is that economic limitation is the main reason for not purchasing designer brand and this hypothesis also supports our first hypothesis. And the data we gathered also shows that main reason for not purchasing designer brand is economic limitation. Mean of this is 2.41.which shows that respondents answered 2 option which is economic limitation. Our third hypothesis is that our culture has a great influence on consumer purchase and SPSS data analysis also shows that culture has strong influence on consumer purchase. The mean is 2.41.which shows the strong relation. Our fourth hypothesis is that personality has significant impact on consumer purchase. SPSS data analysis also shows that personality has very strong impact. Mean is 1.45 which shows that respondents are strongly agree. So personality has very strong impact on purchase. The trend of purchasing designer brand is also normal. As graph shows that respondents mostly buy 2 times in a month. The reason for designer brand purchase is social class. The graph shows that the social class is main reason for purchase of designer brand. Style is the main factor which makes designer brand different from others. Mean is 2.32 which shows that style is main factor. Graph also shows that. The consumption behavior is fixated. The mean is 1.86 which shows the fixated consumption behavior of respondents. Graph also shows the same results. SPSS data analysis shows the result that shopping environment has positive impact on consumer purchase. Mean is 1.23. Graph also shows this. SPSS data analysis shows that peer group has strong influence on consumer purchase. Mean is 2.64 which shows the influence of shopping environment. Graph also indicates this. SPSS analysis shows that occasions have influence on consumer purchase. Mean is 2.09 and graph also indicates this.

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Findings
The impact of designer brand on consumer purchase is very significant. The main factors that influence the designer brand purchase are income and social class. Normally the people purchase designer brand due to their social class. And the people who dont purchase designer brands are due to economic limitations. The respondents also suggest that designers should reduce their prices. They say that designer brands are too expensive. So it is our recommendation that designers should have different categories of their products with different prices so people easily afford it and purchase designer brands.

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IMPACT OF DESIGNER BRAND ON CONSUMER PURCHASE Questionnaire


1. Name: _______________ 2. Age: 3. Gender a. Male 4. Marital Status a. Single 5. Income a. 30,000-50,000 a. At School a. 2 time b. b. b. 5 times 51,-70000 at College c. c. c. 71,000-90,000 at University d. zero 6. (Education) if you are studying then where 7. How many times you purchase a designer brand product in a month? more than 5 times b. Married b. Female _______________

8. How many times you visit a designer outlet in a month? a. 2times a. Advertising b. b. 5times social class c. c. more than 5 times d. zero peer group d. Aesthetics 9. If you purchase designer product then which factor motivates you? 10. If you dont purchase designer brand then why? a. Not feel comfortable b. Economic limitation c. No uniqueness d. quality problem 11. What makes different designer brand from others? a. Quality b. style c. fabrics d. designer name

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12. In which category you lie? a. Consumer materialism (seek lifestyle full of possession ) b. Fixated consumption behavior (specific in purchase of your interest ) c. Compulsive consumption behavior (addiction of buying) 13. Is there any influence of shopping environment on the purchase of designer brand? a. Yes i. ii. iii. iv. v. i. ii. iii. iv. v. i. ii. iii. iv. v. b. No Extreme influence Influence Somehow influence Not too much influence No influence Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree 14. Is there any influence of your peer group on your purchase?

15. Occasions (Like Eid , Birthdays, weddings) increase purchase of designer brand

16. There is influence of culture on the purchase of designer products?

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17.You personality has influence on your purchase vi. vii. viii. ix. x. Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree

18.What is your perception about designer brand?

19.What your past experience says about designer brand?

20. What are the deficiencies you find in designer brand?

21. What are the suggestions you want to give to designers?

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Group Members and contribution


During the preparation of report each member worked sincerely with his full effort. We have worked like a team and ensured equal participation .Due to this reason we have been able to complete with in the due date. Zaheer Abbas (Group leader) Usama Bin Riaz Ajmal Ghaffar 33.34% 33.33% 33.33%

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