Consumer Behavior Marketing Shopping Malls Men Clothing

1. ACE PRESENTATIONS

2. MEN`S CLOTHING IN
SHOPPING MALLS- KARACHI
MKT-509: Consumer Behavior

3. OUR TEAM AND WORK
MOHAMMED MUFASSIR KHAN
MUHAMMAD HUSAYN
BUSHRA NAYYAR
SANA SYED
TAHA ALTAF
SAMEEA JAMAL

4. 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.
Men`s clothing is stereotyped to be simple, but it involves its own set of motives, perceptions and
behaviors.
The Men`s clothing segment can be divided into further type of men clothing segments.
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.

5. METHODOLOGY
• 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
• 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.

6. MEN`S CASUAL BRANDS SEGMENT

7. MEN FORMAL BRANDS SEGMENT

8. MILLENNIUM MALL SAMPLE DATA
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/Hurry/ac
tive
Displeasure
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

9. MILLENNIUM MALL FINDINGS &
OBSERVATIONS
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.
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.

10. DOLMEN MALL HYDERI
There was total lack of brands and Levi`s
reigned as a the symbol brand only. Even
Sensation was empty. Clearly shows Consumer
Perception.
It is to be noted as time elapsed consumers
and window shoppers trafficked more

11. DOLMEN MALL CLIFTON
Saturday 9th April, 2016 <5:15pm-7pm>
Observatio
ns
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

12. DOLMEN MALL CLIFTON FINDINGS
AND OBSERVATIONS
Mall for elite and upper class, with powerful brands and strong ambiance. Mall
entertainment and food entertainment and specialty shops too.
There is a strong demographic segmentation: income, gender, family and couple etc.
Maslow`s Needs
FAMILY AND Its Social Standing
Perception and Culture

13. FOOD COURTS
Food courts were meeting spots, casual and at times student friendly spots
like hours.
Serious shoppers preferred extreme fast foods eg Mc Donald, KFC and
Subways.
Some people were there for casual dine ins, and hence preferred 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.

14. CONCLUSION
MEN`S MALL
CLOTHING SHOPPING
PROCESS
 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

15. THANK YOU
Special Thanks to our course instructor
Ma`am Amber Raza