COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Investigating Pakistan consumer's buying behavior for international luxury fashion brands
Creator:
Hamid, Sobia
Subject:
Thesis (M.F.A.) -- Luxury and Fashion Management
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
Currently there has been negligible amount of research done on consumer buying behavior for international luxury fashion brands in Pakistan. The study is aimed at finding out the Pakistani consumer buying behavior and decision making process. The results of my empirical findings based on questionnaires, interviews, and secondary research are analyzed by using the traditional model of consumer buying behavior and decision making process. Important factors that affect the consumer buying behavior at each stage of the decision making process will be highlighted and discussed in this report. We will also take a look at the current luxury market existing in Pakistan and doing a brief study of our neighbors India and their increasing luxury market. This research is based on the analysis of pre-requisites, for luxury brands, for retail expansion along with success and failure factors to ensure a triumphant venture in the Pakistani market. The study also looks at the external and internal environmental factors that would affect the internationalization of fashion company into Pakistan.
The report serves to be an informational framework that could help international luxury fashion brands wanting to enter the luxury fashion market in Pakistan.
The report serves to be an informational framework that could help international luxury fashion brands wanting to enter the luxury fashion market in Pakistan.
Publisher:
Atlanta, Ga. : Savannah College of Art and Design
Date:
2014-09
Format:
PDF: 127 p.