Consumer Behavior Primary Research done on "Men Clothing In Shopping Malls"

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Men`s Clothing in Shopping Malls
This is the term project of a group of 6 students for the course of Mkt-509: Consumer Behavior,
taught by Ma’am Amber Raza. This term report, reflects student’s observation of Consumers in
malls specifically for the purpose of Men`s Clothing and to see how the course is practically
applicable.
Abstract
Today, the retail industry and markets or shopping centres have turned into shopping malls
globally, since the new Millennium began. After decade and half these malls have been hub for
socials, mall entertainment, shopping and even food entertainment, throughout the world. This
business phenomena have also widely affected the consumer psychology and behavioral trends.
We as marketers, tend to study this and look forward to capitalize the marketing strategies and
bring in productivity and profitability, through studying the malls and human psyche and
business markets involved.
Introduction
Malls are everywhere today, for the all shopping needs and social classes. Similarly, Men`s
Clothing always have been a physiological need and with time, clothing is more than just
clothing. Likewise, shopping has become a complex process and malls are more than just
buying. This report is to study Consumer Behavior with respect to Men`s clothing in Malls.
Objectives
 To apply `Segmentation, Targeting, and Position` in `Men`s Clothing in Shopping Malls`
 Recognize and understand `Consumer Motivation and Personality`
 Explore the concept of `Consumer Perception`
 Observation of ‘Consumer Learning`
 Studying `Consumer Attitude Formation and Change`
 The Families in Malls and involvement with Men`s Clothing
 Malls, Men`s Clothing and Culture Relationships.
Methodology
We as a group of six students, went on to observe 3 malls in Karachi city. Firstly, after the
announcement of the project and second midterm exams, the very first week end, group broke
down in 2; consisting of 3 members each. It was planned, that on Saturday one group will
observe Millennium Mall in Gulistan-e-Jauher and the other will target Dolmen Mall Hyderi,
North Nazimabad.
Finally, the group united for the exploration of Hyperstar Mall, for a bigger and better experience
on Pakistani mall shopping.
A checklist was made and accordingly few consumers were unknowingly shadowed and
observed. But more importantly, Clothing Men Area was thoroughly observed by students in a
pair or group of 3 and individually too.
It should be noted Men`s Clothing, itself is a huge domain madeup of several markets. To simply
put, Men`s Clothing was broken down to 3 major segments:
 Formal Wear

2. 20141-17712 Mkt-509: Consumer Behavior ace concepts
 Casual Wear
 Eastern Wear or Traditional Pakistani men`s clothing
 Sports, Punk fashion, Mixtures and others
Last one being, the smallest of them all. Sports shops were observed at ultra luxury malls such as
Nike was seen at Dolmen and Hyperstar, while Puma and Addidas were seen at Hyperstar only.
Further observations can be understood from the general observation from the point of view of
marketing students only.
Sample Data
Millenium Mall- Saturday 2nd April, 2016 <5:00pm-6:30pm>
Obser-
vations
Shop Time
Spent
Came
along
Age
Group
Purchases Body
Language
Post
Purchase
Behavior
1. Sensations Men 10s Kids Female
Adult
None but
searching
Swift/Hur
ry/active
Displeasur
e
2. Brand Mania ? friends Male
Teens
2 shoppers Relaxed Casual
3. Levi`s 25min Mother Teens 7000rs Anxious High inv
4. Levi`s 15min Wife 27+ 4000rs Confident Satisfied
5. Levi`s 10min Sister Teen 3shirts Relaxed Serious
6. Levi`s 20min Father Adult 3shirts/jeans Impatient High Inv
7. Levi`s 30min friends 21 1 t shirt Lazy Casual
8. Shehroz 10min friend 22+ None Relaxed Low Inv
9. Brabds Brabds 10min friend 22+ 1 shopper Relaxed Low Inv
Hyperstar- Saturday 9th April, 2016 <5:15pm-7pm>
Obser-
vations
Shop Time Spent Came
along
Age Purchases Body
Language
Post
Purchase
Behavior
1. Cotton&Cot 15/20min family 45+ 3 shirts Confident High Inv
2. Moosajee 25min wife 40+ 2/3 Serious Delighted
3. Moosajee 20min+30min
wait time
family 30+ 2shirt Confident Dissapointed
4. Cambridge 15min mother 25 None Casual Low Inv
5. Amir
Adnan
15min mother 25 2 kurtas Confident Low Inv
Observations/ Findings Analysis
Millennium Mall
 It is to be noted as time elapsed consumers and window shoppers trafficeked more
 Millennium mall showed the lower social class public and Money poor but Time Rich
 Men mostly teens and below 25, were out casually for social entertainment and mall
entertainment- the segmentation, targeting clearly obvious.

3. 20141-17712 Mkt-509: Consumer Behavior ace concepts
 There was total lack of brands and Levi`s reigned as a the symbol brand only. Even
Sensation was empty. Clearly shows Consumer Perception.
 Lots of window shoppers and Low involvement consumers present and empty shops.
 Millennium mall has a perception of casual mall of low cost. This depicts consumer
motivation and personality involved. Mall provides safe and causal atmosphere.
Hyperstar
 Mall for elite and upper class, with powerful brands and strong ambiance. Mall entertainment
and food entertainment and specialty shops too.
 Smooth Inflow of consumers. Money rich and Time poor
 It is to be noted mall was for family or ironically mix gender<any male and any female enter
together or even single women> we students were not allowed with our female group.
There is a strong demographic segmentation: income, gender, family and couple etc.
 Safe environment with social entertainment and complete package for family shopping even
though men clothing is concerned but physiological, safety, self-esteem, social and even self-
actualization needs were met.
 FAMILY AND Its Social Standing capitalized. Even in Men`s clothing there were female
clothing and kids clothing. In Short extension and capture.
 The perception and mall culture, cognation, cognition and affective leads to a predictable
type of behaviors or conditioned behaviors.
 Lots of sales promotion activities and minor entertainment. Minimal male window shoppers.
 Men`s shopping in malls: if direct fast and efficient or else casual but learning.
 Serious shoppers, quick buyers, fast and efficient after purchase kept shops empty unline
women clothing
Food Courts
 Food courts were meeting spots, casual and at times student friendly spots like hours.
 Serious shoppers preffered extreme fast foods eg Mc Donald, KFC and Subways.
 Some peoplr were there for casual dine ins, and henced preffred meal deals.
 Families were huge consumers for food court market, showing strong preference for Pizza
Hut.
 A group of men alone was a rare sight.
Conclusion
Men`s
Consumer
Serious
Pre Selection of needs,
wants, shopping
Brands identifying
and loyalty
High Involvement
Shopping
Malls
Entertainment
Casual Mall Skimming
Low Involvement
Purchase
DIRECT
PATH

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Limitations and Recommendations
 We were just first timer students and not experienced. Include professional researches.
 Time Constraint. Observation could also be done on weekdays and at peak hours too. 5 malls
or more could be observed.
 Process of Observation and shadowing seemed more like stalking. CCTV footages if
available could also be used to relate.
 Female observers alone, felt awkward in men`s shop, apart from stereotyping. Pairing with
male researchers is solution.
 Hyperstar only allows family – in other words, men and women together.
 Research and Study as observation is inadequate and insufficient to relate with theories.
Questionnaires from consumers and sales reps is useful.
Acknowledgement
Firstly, thanks to Ma`am Amber Raza
All brands names mentioned and Dolmen, Millennium and Hyper star malls
Grateful to the team effort of our group.