Islamic Women Fashion Study

A Study on Consumer Behaviour of Islamic Women
towards Fashionable Products
by
Mohammed Muthalif Fathima Nasriya
Registration No. : PGDBM/ 2013/ 2014/ 072
Postgraduate Diploma in Business Management
Faculty of Graduate Studies
University of Colombo
Sri Lanka
This essay is submitted as partial fulfillment of the
requirements of the Postgraduate Diploma in Business
Management of the Faculty of Graduate Studies
October 2014

DECLARATION
I hereby certify that this Extended Essay does not incorporate any material previously
submitted for a degree or diploma in any university to the best of my knowledge and
it does not contain any material previously published or written by any other person
except where due reference is made in the text.
M M Fathima Nasriya Date: 30th
October 2014
CERTIFICATE OF THE SUPERVISOR
I hereby recommend that, this Extended Essay has been completed by M M Fathima
Nasriya and the Topic is “A Study on Consumer Behaviour of Islamic Women
towards Fashionable Products” in partial fulfillment of the Postgraduate Diploma
in Business Management conducted by the Faculty of Graduate Studies,
University of Colombo under my guidance and supervision.
Name of the Supervisor: Dr. K Kajendra
Signature of the Supervisor:
Date:..................................................................

A Study on Consumer Buying Behaviour of Islamic
Women towards Fashionable Products

CONTENT
ACKNOWLEDGEMENT i
LIST OF TABLE ii
LIST OF FIGURE iii
LIST OF ACRONYMS v
ABSTRACT vi
CHAPTER ONE INTRODUCTION
1.1 Background of the Study 1
1.2 Problem Identification 2
1.3 Research Question 6
1.4 Objective of the Study 6
1.5 Significance of the Study 7
1.6 Organization of the Study 7
CHAPTER TWOINDUSTRY OVERVIEW
2.1 Fashion Industry 8
2.2 Asian Fashion Industry 11
2.3 Sri Lanka‘s Fashion Industry 11
2.4 Islamic women Fashion Industry 14
2.5 Islamic Women‘s Main Products 15
CHAPTER THREE REVIEW OF LITERATURE
3.1 Consumer Behaviour 18
3.2 Customer Satisfaction 20
3.3 Fashion and Fashionable Products 21
3.4 Fashion of Islamic Women Consumers 22
3.5 Head covering in Islam 24

CHAPTER FOUR CONCEPTUAL FRAMEWORK AND
RESEARCH METHODOLOGY
4.1 Conceptual Framework 25
4.2 Research Method 26
4.3 Population of the Study 27
4.4 Data Collection 27
CHAPTER FIVE DATA PRESENTATION AND ANALYSIS
5.1 Data Presentation 30
5.2 Study the Factors of Consumer Behaviour 33
5.3 Influencing the Factors of Consumer Behaviour of Islamic Women
Towards Fashionable Products 35
5.4 Fashionable Product Marketing Identification 47
CHAPTER SIX SUMMERY AND CONCLUSION OF THE STUDY
6.1 Summery 50
6.2 Limitation 51
6.3 Conclusion and Recommendation 51
REFERENCES 53
ANNEXURES I
Questionnaire
ANNEXURE II
Factors towards Fashion Style of Islamic Women

LIST OF TABLES PAGE
Table 1: Age of the Respondent 30
Table 2: Marital Statuses 31
Table 3: Educational Level of the respondents 31
Table 4: Income finding source of the consumers 32
Table 5: Factors towards Fashion Style of Islamic Women 35
Table 6: Choice of Fashionable clothing pattern of Islamic Women 37
Table 7: Respondents of the Abaya 38
Table 8: Respondents of the Shalwar 39
Table 9: Responses of the Saree 40
Table 10: Respondents of the Head covers 41
Table 11: Respondents of the Shawls 42
Table 12: Respondents of the Hijab/ Scarf 43
Table 13: Respondents of the Fashionable Shoes 44
Table 14: Respondents of the Fashionable Brooches 45
Table 15: Respondents of the Other Accessories 45
Table 16. Respondent of the Handbags 46
Table 17. Respondents of the Marketing Identification and Behaviour 47
Table 18: Respondents of the Identifying the Islamic Women Fashionable
places and products 48

LIST OF FIGURES PAGE
Figure 1: Consumer Behaviour Related Aspects 01
Figure 2: Women‘s Fashion 02
Figure 3: Fashionable Products 03
Figure 4: Islamic Women in the buying their fashionable products 03
Figure 5: Islamic Women in different style 05
Figure 6: Fashionable Women 09
Figure 7: Women and Islamic Women in Fashion Show 10
Figure 8: Apparel Industry of the Sri Lanka 12
Figure 9: Islamic women observing the related fashionable products 13
Figure 10: Abaya 15
Figure 11: Jilbab 15
Figure 12: Niqab 15
Figure 13: Hijab 16
Figure 14: Saree with head cover 16
Figure 15: Shalwar 16
Figure 16: Shawls 16
Figure 17: Brooches 17
Figure 18: Accessories 17
Figure 19: Different types of hand bags 17
Figure 20: Different types of shoes 17
Figure 21: Islamic Women Fashionable Market 18
Figure 22: Fashionable colour clothes and shoes 21
Figure 23: Islamic dress code wear Consumer 23
Figure 24: Conceptual Framework 25
Figure 25: Marital Statuses 31
Figure 26: Educational Level 31
Figure: 27: Occupation of the respondents 32
Figure 28: Income source of Consumers 32
Figure 29: Monthly Family Income Level of the Respondents 33
Figure 30: Shopping partner 33

Figure 31: Shopping Period of the Respondents 34
Figure 32: Factors towards Fashion Style of Islamic Women in the bar chart 36
Figure 33: Islamic Women Consumers‘ Clothing Pattern 38
Figure 34: Respondent of the Abaya 39
Figure 35: Respondents of the Shalwar 39
Figure 36: Respondents of the Saree 40
Figure 36: Head cover 41
Figure 37: Respondents of the Shawls 42
Figure 38: Respondents of the Hijab/ Scarf 43
Figure 39: Respondents of the Shoes 44
Figure 40: Market Identification and Behaviour 47
Figure 41: Sources of the Identifying the Fashionable Products and Places 49

LIST OF ACRONYMS
Hijab Head cover of the upper part of the body or full body
Quran The Holy Book of Islamic Religion
Mahrem A woman cannot marry at any time in her life whatsoever. In other
word a male who is forbidden permanently, forever
Haram Forbidden or proscribed by Islamic law

ACKNOWLEDGEMENT
In the name of Allah, the Most Gracious and the Most Merciful Alhamdulillah, all
praises to Allah for the strengths and His blessing in completing extended essay of the
Post Graduate Diploma in Business Management Programme.
I am grateful to the Faculty of Graduate Studies, University of Colombo and Its
Postgraduate Diploma in Business Management (PgDBM 2013/2014) Course
Coordinator Dr. A A Azeez, as well as all the lecturers who shared their wealth of
knowledge with us and guiding all the way in completing the Post Graduate Diploma
in Business Management.
I would like to express my gratitude Dr. K Kajendra the Lecturer, Department of
Marketing and the Supervisor for my Extended Essay guided me to complete.
I indebted to Dr. R Senathiraja, Management and Organizational Studies and
Dr. K Dissanayake, Lecturers of PGDBM 2013/2014 Academic Writing subject both
are gave guidance how we have to write this Extended Essay in successfully academic
way.
I wish to thank Hijab Centre Dehiwala, Abaya Fashion Pettah and Hijab Showroom
Wellawatha who has given the permission to issue and collect my questionnaires in
their premises.
I would also thank to Ms. Indratissa, Ms. Kumudu Gunasekara, Ms. Ruwani
Dissanayake, Ms. Malika Ekanayake, Anuradha Dilrukshi and Ms. Kumuduni Perera
who was helped me to when I need print out and downloads.
Finally I acknowledge the assistance of the survey. Who are devoted their precious
time to answer me that had gone along way for the completion of the Extended Essay.

ABSTRACT
This study was conducted with the aim of identifying the Consumer Behaviour of
Islamic Women towards Fashionable Products. Analyzing and understanding the
consumers and their behaviour is the keystone of success in marketing. It includes all
the physical, mental and emotional processes and concerned behaviour which are
discernible before, during and after each and every purchase of fashionable products.
This makes us persuasive to appreciate, respond to such behaviour in case we want to
have a win-win strategy that matters for the community, marketer and the customers.
The finding indicated that Islamic women consumers‘ clothing styles are guide by
their religion with head cover, long sleeves and long loose dress. Without difference
between marital statuses and other demographical factors also are supportive of their
individual fashionable products.
For the research purpose, after the observation on the Islamic women consumers at
separate Islamic women fashionable products selling places. A questionnaire
contained 13 structured questions were used to 50 randomly selected customers to
identify their behaviour. Through the survey their buying pattern still belongs to
their hijab/scarf and abaya or full body covered clothing and simple accessories are
still as Fashionable Products of Islamic women consumers. At the same time,
the majority of common shopping places are majority welcome them with accessories.
Keywords - Fashion, Fashionable Products, Consumer Behaviour, Islamic women
consumer, Head cover, Clothing

CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Consumer behaviour is comparatively a young field of study which evolved just after
the Second World War. Seller‘s market has disappeared and buyer‘s market has come
up. This led to paradigm shift of the manufacturer‘s attention from product to
consumer and specially focused on the consumer behaviour. The evaluation n of
marketing concept from mere selling concept to consumer-oriented marketing has
resulted in buyer behaviour becoming and independent discipline. The growth of
consumerism and consumer legislation emphasizes the importance that has given to
the consumer. Consumer behaviour is a study of how individuals make decision to
spend their available resources (time, money and effort) or consumption related
aspects (What they buy? When they buy? How they buy? Etc.)
Figure 1: Consumer Behaviour Related Aspects
The heterogeneity among people makes consumer behaviour a challenging task to
marketers. Hence, marketers felt the need to obtain an in-depth knowledge of

consumers behaviour. Finally this knowledge acted as an imperative tool in the hands
of marketers to forecast the future behaviour of customers.
Fashion is a ―Popular or the latest style of clothing, hair, decoration or behaviour‖ or
the production and marketing of new styles of clothing and accessories‖.
According to the Oxford English
Dictionary the definition clearly shows.
Fashion is a part of day-to-day lives of
people all over the world from the very
primitive tribes to the people in
developed countries. Fashion trends
nowadays give a big impact towards
fashion industry in Sri Lanka as well.
Figure 2: Women’s Fashion
We can see this trends really effects on consumers to spend more for fashion apparels.
Especially Clothes are an epitome of a culture. People in different parts of the world
have their own styles of dressing which symbolize their culture and status.
In order to understand which are the factors effecting on Consumer Behaviour of
Islamic Women of Fashionable Products? Fashionable products are should
Creativeness and knowledgeable of the environment and the industry on the whole, it
has been main source of argument that fashion market is different from other goods
market simply because of the nature of such as industry. Another unique feature in
fashion marketing is that with no trade barriers, globalization, considerable variations
in culture, ethics, social perspective, it is not uniform even at the national level, let
alone the international arena with personality of every individual and its biggest
challenge.

At the mean while fashion
industry starting from Capital of
the in Sri Lanka‘s Colombo
District. It‘s focusing on
large population, educational
background and rapidly changing
lifestyle as urbanization also.
Figure 3: Fashionable Products
This trending is a good step to change people to have a better value of life. When talk
about fashion, most of it related to women. Men do love fashion but not as power like
women fashion power.
Fashionable products organizations which are focus on selling fashionable clothing
and accessories. This includes not just design some kind of a suit to be worn. It
should be done with a great sense and awareness on the person who is going to wear
it, the occasion and the cultural background in which the dress is worn and so on.
Any proper fashionable producer is well educated and aware of the way to use
‗fashion‘. Islamic Women Fashionable products also enter into the Fashion Industry
with high challenges among different communities and competitive as well.
Figure 4: Islamic Women in the buying their fashionable products

Islamic Women Fashionable Organizations importing their products from India,
Pakistan, Malaysia, Indonesia, Dubai, Saudi Arabia, Qatar and Sarjah as variety of
materials, readymade garments and accessories as well.
The relation between dressing and idea of individual expression is complies. Many
people are contrasts and colours that express feelings according to their state of mind.
Thus, the products properties, like design, comfort, style, and price and colour
individuality have a decisive role on apparels behaviour.
There is a widespread recognition that consumer behaviour is the key to contemporary
is marketing success, This essay contains how effective full of ―A Study on
Consumer Behaviour of Islamic Women towards Fashionable Products” appeals
set the area of knowledge and when the consumers go to shopping for fashionable
products.
1.2 PROBLEM IDENTIFICATION
The non-Islamic women encourage the exposure and exhibition of the female body
regarding it as a great art. Public displays of female bodies in magazines like Vogue
are considered artistic developments. In the modern world careers are short cuts for
women to become famous and rich. They design clothes for fashion, which hints at
the femininity of the woman and emphasizes her figure. In other words, a non-
Muslim woman should be dressed off head cover, perfume and makeup should be her
constant companions. She is dolled up to attract the attention of the people around her
so that she can be noticed, admired and desired.

Islam on the other hand commands to their woman to cover herself completely so that
she does not attract any attention. Today Women fashion is unlimited in the
worldwide. But, Islamic Women fashion highly acceptable as it‘s instructing and
guiding their women by Islam religion among them.
Many complain that the Islamic women clothing style enjoined upon the Islamic
women are far too restrictive and rigid and are in order to keep them inferior to men.
Ignorance and misunderstanding can only be the cause of such beliefs. Also there
believes which are other religions or nations have given homes full protection from
exploitation from strangers? While at the same time guides women upon importance
of purity and morality as well as upholding her status and dignity.
Figure 5: Islamic Women in different style
Fashion is the style and describes the popular clothing style. Especially in Sri Lanka
with the rise in Islamic Women Fashion, academic circle, social media, globalization,
and the shape of economy, its positive impacts are also evident in retail, textile and
clothing industry and hence Fashion industry.
The study will enable us to understand the consumer behaviour of Islamic women
towards their fashionable products. It discloses the main competitors in the fashion
field and suggests the suitable measures to overcome these challenges. It also
provides guidelines for developing this sector and shows future trends.

1.3 RESEARCH QUESTION
 What are the factors influencing on Consumer‘s behaviour towards
Fashionable Products?
 What are the factors influencing of Islamic Women‘s buying Behaviour
towards their Fashion?
 How consumer behaviour change in accordance with Design of the
fashionable product?
 How Islamic Women‘s Fashionable choices effects on Fashion Marketing?
1.4 OBJECTIVE THE OF STUDY
 To study the consumer behaviour towards fashionable products
 To identify the influencing factors of the Fashionable Products towards
Islamic Women
 To find the challenging factors towards Islamic women‘s dressing culture

1.5 SIGNIFICANCE OF THE STUDY
Islamic women fashion is a challengeable among multi community women. However,
when we observe Islamic women also has their own fashion according to their
religion in the world wide, culture, and nation.
Islamic women are expecting their style, fashion and dress culture according to their
religion. Due to the main reference point for religious understanding of Islamic dress
is found in the Quran2
.
Islamic Women clothing and accessories culture are different from other community
women. A woman is likened to a sweet creature everything about her is an attraction
for spectators. Islamic women‘s believe is protects her by enjoining her to wear fully
cover the body, neck and head (Hijab)1
, so that covering herself does not attract and
not make unwanted conflict to her. Simultaneously their fashion consistent with
cover the full body is distinguishes from other community women among globally
changing lifestyle.
In Sri Lanka Islamic women Fashionable products selling organizations are available
separately in Islamic women crowded areas. In Multi community area common
fashion sellers are selling their needed things. Otherwise they are preparing
themselves their fashionable products according to their wants. They don‘t have
places to buy their choice conveniently. The comments and the challenges are highly

spread among communities regarding their fashion. This study will be grateful to
reach the significance of the through the objectives.

1.6 ORGANIZATION OF THE STUDY
The research process contains six chapters.
The chapter one the introduction provides to the reader a background about the topic
and the research problem.
The chapter two will explain the overview about the Consumer behaviour of Islamic
Women towards fashionable products.
The chapter three carrying literature review will present the secondary data such as
research and journal articles.
The chapter four will contain the methodology: where the research approach, design
and data collection will be presented.
Then chapter five showing collected how analyzed and quantitative method will be
submitted.
Finally chapter six has limitation of the research; conclusion and recommendations
will be discussed.

CHAPTER TWO
INDUSTRY OVERVIEW
2.1 FASHION INDUSTRY
Figure 6: Fashionable Women
Globalization exercises substantial impact in all industrial sectors, including the
fashion world. Meanwhile, technological advances and an increasing number of
international companies push to eliminate borders. In the past, the fashion industry
was controlled by certain powers. However, today, virtual places and persons are
more influential than physical venues. The fashion industry is no longer addressing
the social and economic elites, but the common person regardless of their status or
fame.
Fashion industry, multibillion-dollar global enterprise devoted to the business of
making and selling clothes. Some observers distinguish between the fashion
industry (which makes ―high fashion‖) and the apparel industry (which makes
ordinary clothes or ―mass fashion‖), but by the 1970s the boundaries between them
had blurred. However, the fashion industry encompasses the design, manufacturing,

distribution, marketing, retailing, advertising and promotion of all types of apparel
(men‘s, women‘s, and children‘s) from the most rarefied and expensive haute
couture (literally, ―high sewing‖) and designer fashions to ordinary everyday
clothing. Sometimes the broader term ―fashion industries‖ is used to refer to myriad
industries and services that employ millions of people internationally.
Figure 7: Women and Islamic Women in Fashion Show
The fashion industry is a product of the modern age. Prior to the mid-19th century,
virtually all clothing was handmade for individuals, either as home production or on
order from dressmakers and tailors. By the beginning of the 20th century—with the
rise of new technologies such as the sewing machine, the rise of global capitalism and
the development of the factory system of production, and the proliferation of retail
outlets such as department stores—clothing had increasingly come to be mass-
produced in standard sizes and sold at fixed prices.
The fashion industry has long been one of the largest employers in the United States,
and it remains so in the 21st century. The fashion industry consists of four levels: the
production of raw materials, principally fibers and textiles but also leather and fur; the
production of fashion goods by designers, manufacturers, contractors, and
others; retail sales; and various forms of advertising and promotion.

2.1. ASIAN FASHION INDUSTRY
The Asian fashion industry is one of the fastest growing industries in the world of
fashion, today and it is always increasing in its popularity among those people who
belong to western countries. If we are searching for some oriental style, ready to wear
clothes then the internet is a good option. There are many good websites available on
the internet that carries all the information related to Asian styles. Asian Fashion
Industry is based on multi cultured. It‘s featured by varieties of group of people
depend on their own way than Western and America.
2.3 SRI LANKA’S FASHION INDUSTRY
The Sri Lankan fashion sectors itself still a young industry and within it, the fresh
talent portrays an eclectic mix of new impulses and new ideas. Its mean Fashion
industry is new born baby to Sri Lanka. Its fashion industry creates by the apparel
industry. In 1985, Martin Trust, one of the pioneers in the development of "speed
sourcing‖ for the American fashion retail sector, began working with Sri Lankan
textile and apparel companies.
These were the first of nearly two dozen joint venture companies in Sri Lanka which
made the country competitive in the garment sector. A large portion of Sri Lanka's
factory work is provided by women. As of 2010, 350,000 women are employed in
the country's 850 apparel factories, or 85% of the industry's workforce. The two
largest apparel companies in Sri Lanka, MAS and Brandix, are run by individuals.
It has grown to be nation‘s one of the leading contributors to the export revenue.
Being the single largest employer in the manufacturing sector the apparel trade grants
close to 75% of Sri Lanka‘s employment either directly or indirectly (Dheerasinghe,

2003). Large populations of the apparel factories in Sri Lanka are small and medium
scale, yet the industry dominance by few large firms.
Figure 8: Apparel Industry of the Sri Lanka
Sri Lanka's clothing exports reached US$ 4.26 billion during calendar year 2013, up
13% year on year, helped considerably by the rebound which was seen in the US and
European markets. This double-digit growth can be attributed primarily to a 20.2%
increase in knit apparel exports, while woven apparel exports gained 5.1% during the
same period. Central Bank Report 2012 expressing Rs. 234,192 clothing imported
including fabric, yarn and clothing. Meanwhile, fashion industry is stabled by six
individual fashion retailers‘ major role in the industry of Sri Lanka. They are ODEL,
NOLIMIT, FASHION BUG, HAMEEDIA and HOUSE OF FASHION. Fashion
introducing by university level according to the future trends, and training centers also
entered in to country to build the industry in professional way.
2.3 ISLAMIC WOMEN FASHION INDUSTRY
Islamic women's clothing gradually made progress in parallel with the developments
in the ready-to-wear and textile industries, and a growing visibility of women in the

social, political and educational arenas. A number of stylists interested in Islamic
women's clothing across the world have become a part of the flourishing fashion trend
thanks to advancing technology. U.K-based Dina Toki-O and Pearl Daisy, Ascia Akf
from Kuwait and Dian Pelangi from Indonesia have a corner in global fashion trends.
Furthermore, "Islamic women's popular culture" is an output of economic, social,
cultural and sociological developments. While women wearing the headscarf were not
included in the target audience of fashion shows or collection in the past, they have
now created their own styles because the fashion industry is not centered at one
particular point.
Figure 9: Islamic women observing the related fashionable products
According to a research conducted
by the American Headscarf Design
Contest, there is a $96 billion dollar
Islamic female fashion market that is
untapped. World-renowned fashion
brands are aware of Islamic women's
purchasing power and need for
clothing.
In recent years, there clothing stores whose mannequins wear the headscarf combined
with suitable dress even in non-Muslim countries.
To attract both conservative customers who wear the headscarf and those who are
looking for something different than classical fashion trends that commoditize
women's bodies, various famous fashion designers create new collections inspired
from Islamic clothing and even the hijaab1
. Similar to Turkish women's traditional

trend, headscarves were folded into a triangular shape, and tied into a collar with a
needle to cover the neck.
2.4 ISLAMIC WOMEN FASHION INDUSTRY
Islamic Women‘s wearing style is guiding by their religion. According to that
whatever if they dressed it should be from head to toes fully covered. It‘s calling as
Hijaab in Arabic. Arabic – English dictionary Hijaab literally means screen, curtain,
partition and concealment. As a verb it means to conceal oneself from the view.
The law of Hijaab requires that the whole female body (from head to feet, including
the face) be concealed in the presence of mahram (with whom marriage is
permissible). It should be very simple shape and colour. That‘s why Islamic women
are worldwide interest to wear black as common. This simple is the commenting as
challengeable among non-Islamic people. However it‘s a human‘s culture. And they
are calling dresses names in Arabic as well.
2.5 ISLAMIC WOMEN’S IDENTIFIED PRODUCTS: IT CAN
BE DIFFERENT DESIGN, COLOUR AND FEATURE.
Figure 10: Abaya

This is the main dress for Islamic women. It is long-sleeved,
floor-length, and is worn from either the shoulder or the top of
the head. The abaya is worn over street clothes when a woman
leaves her home, and is designed to be loose and flowing,
hiding the "curves" of the body. The abaya usually opens in the
front, with overlapping layers or closing with snaps, ties, or a zipper. The abaya is
worn with a scarf which covers the hair, and perhaps a veil which covers the face.
Figure 11: Jilbab
Jilbaab is the outer sheet or cloak. Ladies used to wear
the Jilbaab in such a way that the cloak covered their
entire person from head to toe including the face.
Figure 12: Niqab
Abaya and Furdha wearing with face cover. A veil that
entirely covers a persons including the mouth and the
nose with a small transparency for the eyes.
Figure 13:Hijab

This is abaya with headcover. Calling Hijab is
headscarves were folded into a triangular shape, and
tied into a collar with a needle to
cover the neck.
Figure 14: Saree with head cover Saree use to wear by Islamic women as well,
with their individual style as wrap the back
side of the body to cover the head. South
Indian Sub-Continent country people‘s
culture linked with indian women‘s saree
culture. Traditionally Islamic women also
using for their fashion saree with hijab.
Figure 15: Shalwar
Shalwar is a pair of light loose trousers with a tight
fit around the ankles; worn by women from the
Indian subcontinent (usually with a kameez).
Pant; trouser (usually in the plural) a garment
extending from the waist to the knee or ankle,
covering each leg separately)
Figure 16: shawls
Shawl is use to wrapping the head with upper part
of the body. Everyone always using homely part of
the dress is the special of this shawl.
Figure 17: Brooches

Islamic women are using brooches as there outside
jewelry. It can be different types, designs, shapes to
keep their wraps of the hijab.
Figure 18: Accessories
Figure 19: Different types of hand bags
Figure 20: Different types of shoes

CHAPTER THREE
REVIEW OF LITERATURE
An attempt has been made to present the review of various studies carried out with
regard to see the consumer behavior towards fashionable products. A brief overview
is presented below:
Figure 21: Islamic Women Fashionable Market
3.1 CONSUMER BEHAVIOUR
Consumers do not always know what they want. They have unconscious needs
advertisers are trying to make them want something they don‘t necessarily need
(Graves 2010). Consumer behavior studies the processes when individuals or groups
select, purchase use or dispose of products, services, ideas or experiences to satisfy
needs and desires. Consumer vary from different age groups, therefore it is important
to have a wide range of products or services to satisfy various need of consumers
(Solomon et al. 2002). Consumers purchase products or services which they
necessarily do not need. However when the actual need arises, the consumer goes
through a process before making the buying decision. Problem recognition,
information search, evaluation of alternatives and product choice are steps recognised

for this process (Solomon et al.2002). Studies show that the clothes increase the
feeling of belonging to a society and impacts purchasing behaviour. The bigger the
fashion involvement in a society is the more people buy clothes (O‘Cass 2000).
Consumer behaviour seems to be affected by three kinds of factors: Social, cultural
and personal. There are many factors that work under these three categories which
will be discussed in this section. (Kotler et al. 2009, p. 160).
Age often determines our preferences regarding fashion clothes. The differences of
fashion clothing attachment vary and therefore younger people are more likely to buy
than older (O‘Cass 2000). As people grow old their needs and preferences change.
This means according world fashion trend change need also different. An elderly
woman might not want to buy the same styled clothes as teenagers. Teenagers tend to
show their personality more; therefore the needs vary (Solomon 2002). The future
decision makers, the so called Generation X which are people in their twenties are
more focused on fashion and popular 11 cultures. These people are more likely to
know what brand or product they want before entering the shop (Parks 1997). The
baby boomers (people born after the Second World War) spend more money on food,
clothes and household products than people born before them. The marketers are
however more focused on Generation X since they are more likely to spend more
money on products (Solomon et al.2002 p. 415).

3.2 CUSTOMER SATISFACTION
Customer Satisfaction may be considered as a base line standard of performance and a
possible standard of excellence for any business organization (Gerson, 1992.
Customer satisfaction is a complex construct. It has been defined in various ways
(Baster field, 1994; Barsky, 1995;;Fecikova, 2004). Recently, researches have argued
that there is a distinction between customer satisfactions as related to tangible
products as related to service experiences. This distinction is due to the inherent
intangibility and perishes ability of services, as well as the inability to separate
production and consumption. Hence, customer satisfaction with services and with
goods may derive from, and may be influenced by different factors and therefore
should be treated as separate and distinct (Veloutsou et al.,2005).
According to Hasemark and Albinsson (2004) cited in Singh (2006:1) ― satisfaction is
an overall attitude towards a product provider or an emotional reaction to the
difference between what customers expect and what they actually receive regarding
the fulfillment of a need‖. Kotler (2013): Hoyer & MacInnis (2001) also define
satisfaction as a person‘s feelings of pleasure excitement, delight or disappointment
which results from comparing a products perceived performance to his or her
expectations. Satisfaction means the contentment one feels when one has fulfilled
desire, need or expectation. Furthermore Customer satisfaction can be a measure of
how happy customers are with the services and products of a supermarket. Keeping
customers happy is of tremendous benefit to companies; satisfied customers are more
likely to stay loyal, consume more and are more likely to recommend their friends to
the business.
Customer satisfaction is a key and valued outcome of good marketing practice
regarding consumer behaviour. According to Drucker (1954), the principle purpose
of a business is to create satisfied customers. Increasing loyalty, in turn has been
found to lead to increases in future revenue (Fornell 1992; Anderson, Fornell, and
Lehmann 1994) and reductions in the cost of future transactions (Reichheld 1996:

Srivastavaet al; (1998). All of these empirical evidences suggest that customer
satisfaction is valuable from both a customer good will perspective and organization‘s
financial perspective.
3.3 FASHION & FASHIONABLE PRODUCTS
Figure 22: Fashionable colour clothes and shoes
Women go to shopping for something they need without any particular product in
mind (Silverstein and Sayer 2009a p .164-165), Silverstein and Sayer (2009b)
criticize that many marketers still do not recognise the importance of targeting
women. Many companies are not making adequate market research on the female
market and they are targeting women based on assumptions of what they think they
want. Companies often market small sized clothing for women based on the
assumption that is what women want.
3.5 FASHION OF ISLAMIC WOMEN CONSUMERS

The discussion on clothing presented here focuses mainly on women‘s clothing, and
women‘s clothing in the public sphere (i.e., clothing that is worn in the company of
strangers, non-mahrem). This means that the public sphere is defined here as ‗in the
company of strangers‘ rather than ‗outside the home‘, although often these two
situations coincide. Therefore, the definitions of ‗public space‘ and ‗private space‘ in
Islam differ from those in a Western paradigm (Tavris 1992:17; El Guindi 1999:82).
The general rule for the enjoyment of the good things of life, such as food, drink and
clothing, is that their use should be without extravagance or pride. (Al-Qaradawi
1995:79-87) To this list a prohibition on perfuming the clothing may be added (see
also Al-Albani 1994:37). The standard components of Islamic clothing requirements
for women are a head covering and loose-fitting, non-transparent clothing that covers
the whole body, maybe with the exception of the hands and face. How these
requirements are satisfied depends on the culture of the woman, and personal likes
and dislikes. Typically in Egypt, for example, Muslim ‗women wear full-length
gallabiyyas (jilbab in standard Arabic), loose-fitting to concealbody contours, in solid
austere colours made out of opaque fabric‘ (El Guindi 1999:143). They wear either a
jellaba (long robe) and veil, or a haik, a large piece of fabric which they wrap around
themselves so just their hands, feet and eyes remain visible‘ (Davis 1983:61, in El
Guindi 1999:61).As a clothing item it is dual-gendered, bringing out the nuanced
variability of clothing as used by men and women. (El Guindi 1999:61; cf. Stillman
2000)
Figure 23: Islamic dress code wear Consumer

The explanation of this verse Surat Al Nur is an often quoted Qur‘anic verse (meaning
in translation below), which specifically refers to the Islamic dress code for Muslims:
Say to the believing men that they cast down their looks and guard their private parts;
that is purer for them; surely Allah is Aware of what they do. (Qur‘an 24:30)
And say to the believing women that they cast down their looks and guard their
private parts and do not display their ornaments exceptwhat appears thereof, and let
them wear their head-coverings over their bosoms, and not display their ornaments
except to their husbands or their fathers, or the fathers of their husbands, or their sons,
or the sons of their husbands, or their brothers, or their brothers‘ sons, or their sisters‘
sons, or their women . . . and let them not strike their feet so that what they hide of
their ornaments may be known; and turn to Allah all of you, O believers! so that you
may be successful. (Qur‘an 24:31) ‗Let down upon them their over-garments‘ is an
example of the jussive mood (which is a feature of the Arabic language), and is a
command for the second person (i.e., the wives, daughters and believing women).
Women‘s clothing should be near the ground. And aleihin (upon them (female))
means that it includes the whole body, and that it is wrapped around (the body),
dropping to the ground (Al-Sabooney 2002:461-462). The ‗over-garment‘ (jilbab)
must be long and covering, and should fulfil the clothing requirements (non-
transparent, loose etc.). The last part of the verse explains the wisdom behind the
command: Muslim women will be known by their clothing and their modesty (Ash-
Sharawy 1991:12160-12168).

The global Muslim population comprises one of the fastest-growing consumer
markets in the world, hence representing a major growth opportunity for businesses
around the globe, including in the fashion sector (Rosmah Mansor, 2010). Targeting
this market and providing consumers with halal product alternatives could bring
significant benefits to the fashion industries as well as food and beverage
manufacturers (Bird, 2008).
3.5.1 HEAD COVERING IN ISLAM
One of the most visible, and controversial, aspects of Islam in a Western context is the
clothing code—particularly the headscarf. There are a number of reasons for this.
Some are based on misunderstanding, some on politics and some just on the
incongruity of the Islamic and current Western dress codes. The requirements for
clothing are clearly enunciated in Islam and clothing is mentioned many times in the
Qur‘an. ‗Among Islamic scholars there is a consensus with regard to female covering
but there is no consensus for the actual form of the covering‘ (Roald 2001:271).
CHAPTER FOUR

CONCEPTUAL FRAMEWORK AND RESEARCH
METHODOLOGY
4.1 CONCEPTUAL FRAMEWORK
The aim of this study was to examine the impact of ten Consumer Behaviour
dimensions on Fashionable Products.
The study was starting by collecting data through questionnaire from Islamic Women
consumers in Colombo. 50 Consumers were randomly selected for this research
because of limited time duration.
Figure 24: Conceptual Framework
In the present study, methodology is taken to indicate the underlying principles and
methods or organizing and the systems or inquiry procedures leading to completion of
the study. This chapter deals with various methodological issues relating to the study
Age
Occupation
Economics Level
Personality
Price
Product
Colour
Design
Comfort
Consumer Behaviour of Islamic
Women towards Fashionable
Products
FACTORS

like profile of the sample unit, sample size of the respondents, sources of data analysis
of data used in the study.
The research methodology mainly based on Islamic Women Customers and who are
running in Islamic Women Fashion Market survey approach. The researcher is
supposed to conduct the survey in Colombo district‘s main cities while covering
different types dress style using Islamic women. The researcher is unable to conduct
the research in other types of Women and All types of Fashion Industry. Therefore,
the barriers of reaching to the customers in Broad. Researcher will be planning to get
the data by using a mixed methodology, which contains both qualitative and
quantitative.
Under quantitative methodology, there will be a pre design questionnaire to the
customers. The questionnaire will be present in Tamil and English languages for
customer convenience. For the qualitative methodology researcher planning to
observation on the Islamic Women Fashionable product in shopping malls and online
contact Islamic Women Fashion Products and international news.
4.2 RESEARCH METHOD
This essay consists of consumer behaviour, fashionable products and Islamic women
fashion. The studies have been carried out by using a wide range of academic
resources such as articles, books, journals and websites to gain an insight of the topic
which will help when analysing the collected data. In chapter two we have revealed
what we already know about fashion clothing advertising and consumer behaviour in
Finland, therefore the next phase is to explore the research methodology. Research
methods are important for researchers, thus knowing how to use them is equally as
important as knowing when to use them (Moore 2000).

This research aims provide understanding for consumer behaviour, therefore studycan
be considered to be explanatory (Collis and Hussey 2003). From the total population
of the Islamic Women Consumers researcher has randomly selected 50. In addition
go through the internet also.
4.3 POPULATION OF THE STUDY
The population of research consists of the whole Islamic women consumers‘
fashionable products. There are 50 consumers were randomly selected from Colombo
city area especially Maradana, Wellawatha, Rajagiriya, Dehiwala, Bamblaapaitiya
and Pettah. Separate Islamic women fashionable products places are available in these
areas.
Questionnaire Details : Issued : 50 Responses: 50
4.4 DATA COLLECTION
Statistical investigation requires systematic collection of data: so that all relevant
groups are represented in the data. Data can classify in to two categories.
1. Primary Data
2. Secondary Data
Primary Data

Primary Data is a type of information that can be obtained directly from first-hand
sources by means of surveys, observation and interviews. Data has not been
previously published and is derived from a new or original research study and
collected at the source such as in marketing.
Secondary Data
Secondary data is any information collected by someone else other than its user. Data
has already been collected and is readily available for use. Secondary data saves on
time as compared to primary data, which has to be collected and analyzed before use.

CHAPTER FIVE
DATA PRESENTATION AND ANALYSIS
Consumers have to consider and evaluate which satisfies their need the best. The
market beliefs of consumers are that they might get better value for their money from
certain shops or designs. Choosing the product requires usually evaluating the
alternatives, however this can be influenced by previous shopping experiences, beliefs
of the product that advertisers have put forth and information given about it. People
tend to think that higher price means better value and quality (Solomon et al.2002).
The observation will be analysed using the theoretical framework as a basis.
Depending on the results, the study might be able to show some statistical
significance or patterns that consumers follow in their buying behaviour. It is possible
to look at characteristics of sample and then evaluate the whole population.
There are two major methods of data analysis can be done.
1. Quantitative Method
Mainly considered: Numbers, logics and objects
2. Qualitative method
Consider words and images

In this research, researcher mainly considered quantitative method. Researcher used a
questionnaire with nine (06) questions to analyze the factors related to demographic
data and six (07) group questions regarding Islamic women fashionable products and
their consumer behaviour. The questionnaire based on 13 closed questions to gather
proper information.
Primary Data collection from the questionnaire presentation express in this chapter.
Data collected from the Islamic women. These community women consumers are 3rd
majority population in Sri Lanka.
5.1 DEMOGRAPHIC DATA
Table 1: Age of the Respondent
Age Consumers Percentage %
15 – 25 18 36%
26 – 35 23 46%
36 – 45 7 14%
46 + 4 8%
Total 50 100%
Source: Primary Data from questionnaire survey
From the above table it would be said that middle aged people (26 – 35) like
participated in the randomly selected consumer survey. On the other hand, older
groups (46+) showed less participated.

Table 2: Marital Statuses Figure 25: Marital Statuses
Marital
Status
Consumers Percentage
Married 28 56%
Unmarried 22 44%
Total 50 100%
From the above table it would be said that unmarried respondents (56%) more
interfered to identify the Islamic women consumers‘ behaviour towards fashionable
products.
Table 3: Educational Level of the Respondents Figure 26: Educational Level
Level Consumers Percentage
Secondary 24 48%
Technical 13 26%
Professional 8 16%
Degree 5 10%
Total 50 100%
Secondary education level consumers are got school education only. 48% consumers
are the participated in the randomly selected consumers. Low percentage (10%) is
degree qualified consumers.

Figure: 27: Occupation of the respondents
Figure 27 shows that non-working consumers (74%) are the largest buyers of
fashionable products along with (26%) working consumers.
Table 4: Income finding source of the consumers Figure 28: Income source of
Islamic women consumers not interest to do a job themselves. They always care
about their family. Therefore major married consumers‘ income source their husband
(42%). If they unmarried theirs‘ most of consumers income is the parents
contribution (32%).
Source Consumers Percentage
Own 07 14%
Husband 21 42%
Parents 16 32%
Other 06 12%
Total 50 100

Figure 29: Monthly Family Income Level of the Respondents
The above table is figure in Units of Sri Lankan rupee. (Currency rate of Sri Lanka
with 1 US Dollar $ = 130.90 SLR). Income source husband Islamic women
consumers are high rate (20 - 40%) for fashionable products
5.2 STUDY THE FACTORS OF CONSUMER BEHAVIOUR
Figure 30: Shopping partner
According to Figure 30 high percentages,
Husband is majority of the income
source (21 – 42%) and they are shopping
partner (19 – 38%) of these fashionable
products‘ consumers.

Figure 31: Shopping Period of the Respondents
Regards to the Table 8 festival period of consumers are very interest to shopping than
other period. Linear consumers identifying by sellers; sellers and consumers are
getting more surpluses in this period.

5.3 INFLUENCING THE FACTORS OF CONSUMER BEHAVIOUR OF
ISLAMIC WOMENT TOWARDS FASHIONABLE PRODUCTS
Table 05: Factors towards Fashion Style of Islamic Women
Disagree
1
Strongly
disagree
2
Neither
agreenor
disagree
3
Agree4
Strongly
Agree5
I am willing to take effort to make
myself look best
00 02 23 08 17
I feel Comfort when I fully
covered me
00 00 04 15 31
I feel uncomfortable when I fully
covered me
15 32 03 00 00
I am listening to family‘s
instructions regarding my dress
03 05 09 13 20
When I go to buy clothes, first I
consider about material
02 03 12 14 19
consider about colour
02 00 11 15 22
consider about shape/ style
02 04 14 12 18
consider about price
03 15 05 08 19

Figure 32 shows that Islamic women consumers are feel comfortable when they fully
covered in 52%. Its implementing they disagree in the highest rank 56% (32) to
uncomfortable. At the same time they second highest bar 52% (31) showing they feel
comfortable when they covered themselves. Looking best is neither agree nor disagree
by 28% (23) consumers. This is showing they are not interest to show look best in
front of others. These consumers are listening to family‘s instructions regarding their
dress strongly agreed by the 20 customers and agreed by the 13. Its screening they are
willing to respect to family‘s interest in their fashionable product selection.
(Annexure 2 Showing percentage)
Figure 32: Factors towards Fashion Style of Islamic Women

Table 6. Choice of Fashionable clothing pattern of Islamic Women
Clothing pattern Consumers Percentage %
Fully covered as Jilbab
03 6%
Habaya with face cover
05 10%
Habaya with hijab
19 38%
Habaya with shawl
17 34%
Shalwar with hijab
04 8%
Saree with headcover
02 4%
Total 50 100%

Figure 33: Islamic Women Consumers’ Clothing Pattern
According to the figure 34 Abaya with Hijab buying consumers are in highest rate as
38% at the same time Abaya with shawl buying consumers are 36% as second rate.
Both wearing fashion styles are similar to look. Therefore altogether (38% + 36 %)
74% percentage consumers are interest to buy abaya with head cover.
12. Islamic women consumer’s selection among their related fashionable
Products and behaviour
Table 7: Abaya 1. Black 2. Printed 3. Plain Colour 4.
not
use
Consumers – 50 25 16 5 4
Percentage 100% 50% 32% 10% 8%

Figure 34: Respondent of the
Figure shows that Islamic
women consumers (50%) are
largest buyers of black abaya
and (32%) printed abaya along
with other plain colour and not
use.
Table 8: Respondent of the Shalwar
Figure 35: Respondents of the
Regarding the above High range (44%)
printed consuming by Islamic women
according to interview with consumers;
they are interested to wear the shalwar at
home.
1. Black 2. Printed 3. Plain 4.
not
use
Consumers - 50 10 22 13 05
Percentage 100% 20% 44% 26% 10%

Table 9: Responses of the Saree
Saree 1. Black 2. Printed 3. Plain
colour
4. not
use
Consumers - 50 03 08 06 33
Percentage 100% 6% 16% 12% 66%
According above table majority of Islamic women consumers (66%) now jumped
from saree to abaya. Author‘s Observation finds at their shopping moment saree
wearing Islamic women are married traditional mothers. They usually wear saree.
Other than that some women are using for wedding and convocation.
14. Islamic women when buy Abaya or Shalwar: They select for cover the
head and upper part of body.

Table 10: Respondents of Head cover
Figure 36:
Table 14 shows 50% of the women are interested to wear the Furdha than Jilbab and
niqab. Niqab is the face cover; it‘s liked by 32% consumers.
Table 11 : Respondents of the Shawl
Head cover 1. Jilbab 2. Furdha 3. Niqab 4. not
use
Consumers – 50 03 25 16 12
Percentage 100% 6% 50% 32% 24%

Sou
rce: Primary Data from questionnaire survey
Figure 37: Respondents of the Shawls
According to the table 96% (14% +42%+ 40%) Islamic women consumers are
however Islamic women are using shawls. Less percentage 4% women not use
shawls.
1. Black 2. Printed 3. Plain 4. not
use
Consumers - 50 07 21 20 02
Percentage 100% 14% 42% 40% 4%

Table 12: Respondents of the hijab/Scarf
Figure 37 and 38 shows 96% percentage Women consumers are using for head
cover Shawl and hijab/ scarf. 4% as low percentage not using for head cover.
Hijab / Scarf 1. Black 2. Printed 3. Plain colour 4. not
use
Consumers - 50 07 18 23 02
Percentage 100% 14% 36% 46% 4%

Table 13: Respondents of the Fashionable Shoes
According to the figure 39 High percentage 48% women consumers are buying hill
shoes. Regards to 0% every consumers; however using shoes, it can different
selection. Flat slipper use by 18% fashionable shoe consumers according to the above
table.
1.Coat Shoe 2. Hill shoe 3. Flat slipper 4.
Not
use
Consumers 50 17 24 09 00
Percentage 100 34% 48% 18% 00

Table 14. Respondents of the Fashionable Brooches
Table 14 shows Fashionable brooches are using 80% percentage (50% + 30%) Islamic
women consumers. It is showing simple and grand.
Table 15.
Table 15 shows 96% Islamic women consumers are using other accessories as per the
above table. 04% percentage consumers are the not users. Researcher observered
among questionnaire issued consumers; they traditional mothers.
Fashionable
Brooches
1. Simple 2. Grand 3.
not
use
Consumers 50 25 15 10
Percentage 100% 50% 30% 20%
Other accessories 1. Bangles 2. Watches 3. Rings 4. not
use
Consumers - 50 28 05 15 02
Percentage 100% 56% 10% 30% 4%

Table 16. Respondent of the Handbags
Table 16 expresses most of the Islamic women consumers using handbags. However
its shape or styles depend on their taste. 38% Likes to Flexible handbag as the highest
range at the same time 22% consumers are not interest to carry anything with them.
5. 4 FASHIONABLE PRODUCT MARKET IDENTIFICATION
Handbags 1. Flexible 2. Suitcase shape 3. Wallet style 4. not
use
Consumers 50 19 04 16 11
Percentage 100% 38% 8% 32% 22%

Table 17. Respondents of the Marketing Identification and Behaviour
Common Fashionable
product place (if not
Abaya Shop)
1. Buy what
available to
suitable need
2. Window
Shopping
3. Buy a
Shalwar
4. Buy
accessories
Consumers 50 08 14 07 22
Percentage 100% 16% 28% 14% 44%
Figure 40: Market Identification and Behaviour
Majority of the Islamic women consumers are if not available their fashionable place
as high number 22 consumers interest to buy accessories. The above Figure 40
showing buying accessories range is going up.
Table 18: Respondents of the Identifying the Islamic Women Fashionable places
and products
Sources of the Identifying the
Fashionable Products and Places
Consumers Percentage

Word of mouth 10 20%
Friends 2 4%
Experience 4 8%
Paper
1 6%
Magazines
1 6%
TV
0 0%
Facebook
17 26%
YouTube 4 4%
Whatsapp
6 12%
Not aware 5 10%
Total 50 100%
Figure 41: Sources of the Identifying the Fashionable Products and Places

According to the above Table 18 facebook and word of mouth factors are carry the
message relevant to fashionable products and places to most of the Islamic women
consumers (Facebook 26% and Word of mouth 20%). Figure19 shows that two
sources are in the up range. By the way YouTube and whatsapp are also media
related to facebook. These days‘ social media are especially concerning with the
consumer‘s day to day consumer needs. Table: 01 also gets link with this issue as the
middle young age group consumers stay with the social media. It does attract the
consumers. Reference to the Figure 28: Income source of consumer and Figure 30:
Shopping partner showing high level as Husband. Therefore not aware 5%
consumers are totally depending on their husband. TV has a less contribution to
identify the Islamic women‘s fashionable products and places means that, Sri Lankan
TV channels depend on multi community base and Sri Lankan Islamic women fashion
is a new born baby to Sri Lankan Fashion industry.
CHAPTER SIX
SUMMERY AND CONCLUSION OF THE STUDY
6.1 SUMMERY

Study about consumer buying behavior is complex and very often not considered
rational. A further challenge will be consumer personalities which differ across
borders and also with the culture and community. Understanding the consumer
behavior is the basic form of marketing strategy formulation. Customer‘s reaction to
this strategy determines the industry or market success or failure. In ranking by
customers, the Demographical factors, consumer behavioural factors, Islamic
women‘s clothing factors are securing successive ranks respectively. Especially
among rapidly changing world fashion; Islamic women consumer behavior is
challengeable and also limited clothing structure can be involved in research. Islamic
dressing style is their own, and today it is beginning to attract more and more
attention, as mainstream trends become increasingly bold and provocative. This recent
interest in Islamic women fashion also signals the changing dynamics of the ever-
increasing interaction among Eastern and Western cultures. Islamic women dress
(long sleeves and the scarf) renders most of the female figure invisible to the eyes of
strangers; theoretically, provides the freedom to be Islamic women in the way that one
chooses. In nearly all countries where Islam community minorities are growing and
becoming more visible, there are clear instances of discrimination against the veil.
(Haddad 2002: xiv)
Finally primary data survey expressed majority Islamic women consumer‘s selection
is based on head cover and flexible measured clothing with fashion. Especially
through a primary data survey was found that the majority of the middle young and
young age Islamic women consumers are interested to wear Hijab/ scarf with abaya or
shawl with abaya. There are three different shapes, colours and designs. Marketers
can attract these consumers through creative and attractive fashionable clothing and
accessories. This study an attempt is made to describe the existing situation regarding
Islamic women consumer behaviour towards fashionable products in Sri Lanka.
6.2 LIMITATION

The study was an extended essay during a short period; the study of consumer
behaviour is a huge task to the researcher. As per study about consumers are large
number of population; due to limitation the study was planned for Islamic women
consumers; and their fashionable products; as this is a small number with different
types of colours, shapes and designs. Number of separate shops are selling product is
few. Therefore, the study involved by 50 randomly selected consumers‘ behaviour
and pattern with their demographical factors, clothing colours, shape and design and
accessories.
6.3 CONCLUSION AND RECOMMENDATION
On the basis of research the writer would like to suggest that if the customers are
making buying decisions they look into what exactly the business offers as well as the
consumers which already exist. According to that, Islamic women consumer
fashionable products are newly growing based on East Asian countries with link to
Turkey and other Middle East countries. When bring the fashionable products Sri
Lanka‘s fashion Industry can get support to grow in its developing way. Islamic
women Fashionable products consumers and sellers have to decide, through deep
reflection without compromising their religion. This is a huge task.
This study suggests the consumers to support the accessories of domestic fashion
Islamic women clothes upon their acceptable prices to boost the creative in Sri Lanka.
Marketers can set hijab fashion programs targeting different segments based on age
categories, education levels, job positions, income, and religious orders with different
orientation and sources of motivation. The challenge will be to follow current trends

without disregarding the legal and societal stipulations for Islamic women‘s clothing
and accessories.
Future researches can be done through this research, middle young age women
consumer‘s selected black abaya and hijab. Sri Lanka is multi community country; as
per high rank comments and misunderstanding about young Islamic women‘s
selection of the black abaya as their fashionable outing clothes; Islamic women
consumers 96% feel comfort through their body full cover; however how can others
comments. These also will interest and be useful research for the industry and the
community.
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Dear Customer,
This survey is part of my Extended Essay for the Post Graduate Diploma in
Business Management 2013/2014 of University of Colombo. This study‘s aim is to
find out Consumer Behaviour of Islamic Women towards Fashionable Products.
The survey should not take more than a couple of minutes. All answers are
anonymous and for academic purposes only. If you have any questions, please do not
hesitate to contact me on fathimanasriya@gmail.com. Thank you for your time!
DEMOGRAPHICAL FACTORS
Please Tick  your answer for following statements in relevant cage.
1. Age:
2. Marital Status:
3. Educational Level:
4. Occupation
Working
Non – Working
5.
My
Inco
me
finding source:
6. My family monthly income level:
15 – 25 25 –35 35 – 45 45+
Single Married
Secondary Education (School) Professional Qualification
Technical Education Degree
Own Husband Parents other
Up to < 15,000/- Rs. 15,001 – 25,000/-

7. Usually My Shopping Partner
Yourself Friends Brother/Son
Parents Husband Sister/Daughter
 Note: If unmarried – Brother / Sister, Married – Son/ Daughter
8. Usually I am going for shopping for my fashionable products in average?
9. In average I spend each time on purchasing for buy my fashionable
products?
< Rs.3,000/- Rs. 3,001 – 6,000/-
Rs. 6,001 – 9,000/- Rs. 9,001/- <
INFLUENCING THE FACTORS OF CONSUMER BEHAVIOUR IN THE
FASHIONABLE PRODUCTS
10. My fashion style is…
Instructions
Considering the current fashion that you are using, please state your level of
agreement on the following statements.
Disagree
1
Strongly
disagree
2
Neither
agreenor
disagree
3
Agree4
Strongly
Agree5
I am willing to take effort to make
myself look best
I feel Comfort when I fully
covered me
I feel uncomfortable when I fully
Rs. 25,001 – 35,000/- Rs. 35,001 < above
When I feel to go to After got every month salary
For Festival only : If that pls. specify the festival or occation:
For occasions

covered me
I am listening to family‘s
instructions regarding my dress
consider about material
consider about colour
consider about shape/ style
consider about price
After expressed above statement please select for your fashionable products shopping
from following list as image Islamic women fashionable product place…
11. I would like to choice about by Fashionable as Islamic Women?
11a Its should be fully covered as Jilbab
11b Habaya with Hijab face cover
11c Habaya with hijab
11d Habaya with shawl wrapping

11e Shalwar with head covers by shawl or hijab
11f Saree with headcover
12. I intend to buy from following list of products for my fashion….
12.a Abaya
12.c Shalwar
12.d Saree
1. Black 2. Printed 3. Plain 4. I am not use
12.e When I buy habaya or Frock or Shalwar: what will select for cover the
head and upper part of your shape
1. Black 2. Printed 3. Plain 4. I am not
use

12.3 Shawl
12.f
Hijab/ Scarf
12.g Shoes
After bought the clothing and shoes I will select for my accessories…
12.h. Brochers
1. Jilbab 2. Fardha 3. Niqab 4. I am not use
1. Coat
shoe
2. Half coat
shoe
3. Hill shoe 4. Flat slipper

12.i. Fashionable Accessories
12.j. Handbags
PLACE
14. When I go to Common Fashionable product place (if not Abaya Shop), I
will …
1. Buy what there
available to suite your
taste/ need
2. Window
Shopping
3. Buy a Shalwar 4. Buy
accessories
PROMOTION
15. I am identifying the Islamic Women Fashionable place and products
through
1. Environment
1 Word of mouth
1. Simple 2. Grand 3. I am not use
1. Bangles 2. Watches 3. Rings 4. I am not use
1. Flexible 2. Suitcase
shape
3. Wallet style 4. I am not use

2 Friends
3 Experience
4 Not aware
2. Advertisement
1
Paper
2
Magazines
3
TV
4 Not aware
3. Social Media
1 Facebook
2 YouTube
3
Whatsapp
4 Not aware
Thank you for spent your valuable time for share your interest.

ANNEXURE 2 :
FACTORS TOWARDS FASHION STYLE OF ISLAMIC WOMEN
1. Disagree 2. Strongly Disagree
3. Neither Agree nor Disagree 4. Agree
5. Strongly Agree

Islamic Women Fashion Study

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