DESIGNER ENTRANCE REVOLUTIONIZED LAWN MARKET BY CHANGING CONSUMER PERCEPTIONS AND BUYING BEHAVIOR

Abstract

Purpose- Major intend of this study was to understand that how designer entrance revolutionized lawn market by changing consumer perception and buying behavior across Pakistan. The promotional atmosphere and the word designer lawn caught my attention to find out what is happening in this market, and how suddenly lawn became an expensive and fancy item. Methodology/sample- The study involved use of questionnaires filled by 70 respondents, along with it interviews from Designer team and different lawn seller was collected. The respondent belonged to different age groups, social classes and areas of residence (Karachi, Lahore, and Islamabad). Statistical charts were used to analyze the data received from questionnaire, where as information from designer’s team and lawn seller was used to understand the reason behind designer entry in lawn market and it's after effect on sales and profit margins. Findings- The result of the analysis represents that designer entrance in lawn market gave it a new definition, it change the concept of wearing lawn as ordinary to fancy wear, it provided the target market (upper class) a sense of differentiation and uniqueness that they were seeking. They provide easy way of life to the consumer by introducing outfits in ready-to-stitch form. This would have been incomplete if marketers and media people had not highlighted their efforts and work throughout the country. It was them who made consumer aware and knowledgeable to the changes taking place in this market. Undoubtedly lawn market has revolutionized and is now a profitable sector for many. Practical Implications- The outcomes of the research might help the Textile mills decision makers, Fashion sectors, Marketers, media, and other social group that how lawn market got developed, what factors led to change in consumer perception and buying pattern.