1) 80% of women surveyed said they would prefer a complete lawn shop with accessories, stitching, and designs from leading designers available at one location. 2) The shop is most appealing to affluent and upper middle class women between the ages of 26-36 in DHA and Bahadarabad. 3) Over 40% of affluent and upper middle class women said they would visit such a shop and make purchases throughout the year, with peak purchasing between March and July.

1. Project – Multi Lawn Retail Shop in Karachi
Usage & Attitude
Study
Submitted on
April 30, 2012
V1.1
1

2. Terminology
Income Class
A : Affluent Rs. 100,000 pm
UM : Upper Middle Class Rs. 50,000 to 100,000 pm
M : Middle Class Rs. Below 50,000 pm
Profession
WW : Working Women
H : House Wife
S : Student
Location
DHA : Defence / Clifton
BAH : Bahadarabad
NZ : Nazimabad
NS : Where people have not given a clear answer we
have categories them as Not Specified (NS)

3. OBJECTIVES
Research Objective Business Objective
To determine what motivates women in Karachi
to buy lawn from a particular shop having all To develop the correct marketing strategy.
latest designs .
Understand women lawn shop target
To determine the demand of one window shop market and design advertising and location
having tailoring facility. for opening shop accordingly.
3

4. Research Methodology
Sample size by Income Class and Profession
Working Women
93 Affluent 89
112
Middle Class
Student 204
115
House Wife
203
Upper Middle Class
* Number of Responded 4

5. Research Methodology
Sample size by Age and Location
16-20 36 Onwards Nazimabad
108 95 102 DHA
199
21-25 105 26-35
106
100 Bahadarabad
* Number of Responded 5

6. Research Methodology
Sample size by Income and Profession
Affluent Upper Middle Class Middle Class
42
61
101
30
59
21
43 25 26
WW H S WW H S WW H S
* Number of Responded 6

7. Research Methodology
Sample size by Location and Profession
DHA Bahadarabad Nazimabad
42
61
101
30
59
21
43 25 26
WW H S WW H S WW H S
* Number of Responded 7

8. Section A
Buying Behavior

9. 7%
A1. How often do women buy lawn? DHA 47% 30% 15%
2%
Location
3%
BAH 32% 25% 16% 24%
5%
NZ 45% 29% 14%
7%
Monthly 3 months 6 months Yearly NS
19% 13% 8%
Profession
WW 56% 3%
31% 10%
Overall Summary 17% 2%
H 40%
S 31% 14% 3% 12%
39%
43%
Monthly 3 months 6 months Yearly Others
29%
16-20 2% 6%
43% 33% 16%
15% 4% 10%
11% 21-25 24% 13%
49%
Age
6%
3% 4%
26-35 44% 30% 16%
18%
> 36 36% 29% 14% 4%
Monthly 3 Months 6 months Yearly Others
Monthly 3 months 6 months Yearly NS
12% 2% 8%
52% 27%
A
Income
7%
80% of women in Karachi buy lawn either on 3%
30% 17%
monthly or quarterly basis UM 43%
20%
29% 4%
36% 13%
M
Monthly 3 months 6 months Yearly NS

10. A1. How often do women buy other DHA 26% 23% 10% 6%
36%
Location
fabrics then Lawn? BAH
11% 9% 2%
49%
28%
NZ 21% 5% 48%
18% 9%
Monthly 3 months 6 months Yearly NS
25% 15% 3%
Profession
WW 13% 44%
H 16%
Overall Summary 26% 5% 41%
12%
S 23%
24% 3% 44%
43% 6%
Monthly 3 months 6 months Yearly Others
25% 16-20 14%
40% 9% 19%
19% 19%
12% 28%
21-25 41% 8%
10%
Age
4% 8% 20% 11%
26-35 35% 32%
5%
36 + 12% 24%
34% 21% 9%
Monthly 3 Months 6 months Yearly Others
Monthly 3 months 6 months Yearly Others
8% 13% 6%
A part from lawn purchase 45% women in A 48% 25%
Income
Karachi buy other Fabrics. 11%
10% 21%
UM 31% 27%
15%
41% 8% 19%
M 17%
Monthly 3 months 6 months Yearly Others

11. A2. When do Women buy other DHA 43%
1%
3%
1%
52%
Location
4%
fabrics? BAH 45%
7%
38% 6%
8%
NZ 69%
21% 1% 1%
All Year Jan -Mar Mar-May May-July NS
2%
3% 55%
Profession
WW 34%
6%
5%
H 28% 59%
Overall Summary 5%
3%
S 35% 6%
56% 3% 55%
1%
All Year Jan -Mar Mar-May May-July NS
33% 2%
16-20 33% 4% 6% 55%
2%
35% 2% 2% 57%
21-25 4%
Age
3% 3% 5% 4%
27% 3% 65%
26-35
7%
36% 4% 6%
36 + 46%
All Year Jan -Mar Mar -May May - July Others
All Year Jan -Mar Mar-May May-July NS
A 29% 17% 10% 4% 40%
Income
33% of women in Karachi buy other Fabrics than 39%
22% 4%
lawn through out the Year. UM 24% 11%
53%
21% 16% 6% 4%
M
All Year Jan -Mar Mar-May May-July NS

12. A2. Annual Purchase pattern for DHA 7% 8%
34%
Location
19%
lawn by women in Karachi. BAH 4%
33%
5%
24% 9%
NZ 9% 12% 10%
19% 10%
4%
All Year Jan -Mar Mar-May May -Jul NS
15% 21%
Profession
WW 40% 9%
15%
H 30% 23% 27%
Overall Summary 12%
8%
S 42% 21% 27%
38% 6%
4%
All Year Jan -Mar Mar-May May -Jul NS
24%
19% 16-20 23% 6% 2%
25% 44%
9% 5%
11% 26% 42%
9% 21-25 18%
Age
12% 5%
22% 45%
26-35 16%
27% 17% 12% 4% 40%
36 +
All Year Jan -Mar Mar -May May - July Others
All Year Jan -Mar Mar-May May -Jul NS
1% 1%
A 3% 52%
43% 4%
Income
Over 40% of Affluent and Upper Middle class buy 45%
7%
lawn throughout the year. Peak purchase period of UM 38% 6%
Lawn is between Mar - July. 8%
69%
M 21% 1% 1%
All Year Jan -Mar Mar-May May -Jul NS

13. Section B
Retail Concept
B1. If a complete lawn shop with
accessories , stitching and all
leading designers available at one
location is offered?