FINAL PRESENTATION

Consumer Behavior

Group Members Huzaifa Masood Danish Abid Zain Shah Muhammad Khawar Iftikhar Butt

Our topicGender Role/ Gender Perception

What is Gender Role/Gender Perception?

Introduction The term 'gender role' was first used by John

Money in 1955 Set of societal norms dictating what types of

behaviors are generally considered acceptable, appropriate or desirable

Centered around opposing conceptions of femininity and masculinity

May vary substantially among cultures, while other characteristics may be common throughout a range of cultures

Continued… Various groups have led efforts to change

aspects of prevailing gender roles that they believe are oppressive or inaccurate

21st century has seen a shift in gender roles due to multiple factors

New family structures, education, media, and several others

Continued… Bureau of Labor Statistics indicated that

about 1/3 of wives earn more than their husbands

Importance of education emphasized, and the access of college degrees, women have begun furthering their education

Family structures are changing, and the number of single-mother or single-father households is increasing

Continued… According to the Pew Research Center, the

number of stay-at-home fathers in the US nearly doubled in the period from 1989 to 2012, from 1.1 million to 2.0 million

This trend is being replicated in other countries like UK, Canada and Sweden

Another research conducted by Pew suggests that within the U.S. there’s a bias toward favoring a mother as a care-taker verses a father

According to Donnalyn Pompper "men no longer own breadwinning identities and,

like women, their bodies are objectified in mass media images."

Sexual Identity is an important part of a consumer’s behavior and shopper self-recognition

Gender contrasts are apparent is numerous utilization circumstances

For Example Ladies eat more organic product; men will probably eat meat, as one sustenance essayist put it like this.

Resource Introduction The company we took for research is

Bonanza Garments, a local ready made clothing brand

But why Bonanza?

Introduction to Bonanza Established in 1976, Bonanza Garments started its

operation with only a handful of machines and individuals

Bonanza Garments is the most successful, widely recognized and often imitated clothing products in the history of Pakistan apparel industry

Bonanza has a strong database of satisfied consumers

Consumers provide Bonanza their feed back from time to time

Good or bad; it helps an organization to get even closer to the end users

Continued… Primarily, Bonanza was more known in

the men’s apparel industry throughout Pakistan

But lately Bonanza decided to enter the already flooded woman fabric and prêt collection sector with a sub-brand named “Satrangi”

SWOT ANALYSIS (CREATIVE JUNCTION)

Strength

Strong and diversified creative department.They have made some renowned ads which adds up to their credibility in the advertising field.

WeaknessThey have failed to get payments from so many clients and which inturns have affected their relationship with the client, this thing have also repelled so many potential clients and they opted for other agencies rather than creative junction inspite of their exceptional creative work in advertising.

OpportunitiesThis segment of business is still uptapped in the third world countries along with this evolution of gender roles, so there is still alot creative junction can do to compete with some best advertising agencies in the market

Swot Analysis

SWOT ANALYSIS - BONANZAStrengths: Bonanza has large customer equity. It has a strong supply chain which ensures obtaining the

right resources from suppliers and delivering the right products.

New stock arrives every 2 weeks at the store which makes a lot of variety available for the clients at all times.

An innovative culture that helps Bonanza to produce unique products and services that meet their requirements.

A strong brand name is a major strength of this brand. This gives them the ability to charge higher rates than others.

Weakness: Bonanza offers higher prices as

compared to others. This can be a weak point for the brand.

Their cost system is not efficient due to which they charge high prices. They need to improve their cost systems.

Opportunity: The online market offers Bonanza the ability to

greatly expand their business New technology helps them to better meet their

customer’s needs with new and improved products.

New products can help Bonanza to expand their business and increase diversity in their customer base.

New markets allow them to expand their business and diversify their portfolio of products.

Threat: Bonanza faces intense competition from

brands like Ideas, Kayseria, Junaid Jamshed, Khaadi etc. In this cut-throat competition, Bonanza strives every day to keep a high brand equity.

Bonanza faces threats from copying brands who copy ideas from their prints, designs and services.

Article Summary

Purchase Decision-Making in the Couple. Conflict-Solving Tactics

This article concentrates on: Which life partner has the best impact on

household purchases Data was acquired through 300 polls conducted

from couples It also mentions that both, men and women use

diverse strategies with a specific end goal to influence one another to purchase specific items

Gender Identity: Does It Matter for Consumers’ Perceptions?This study concentrated on How sexual orientation character shows

in itself in the purchasers' item utilization and brand relationship

The exact discoveries bolster the suggestion that gender, mental sexual orientation, and gender roles demeanors do have one of a kind associations with item inclusion and brand faithfulness

Impact of gender on consumer purchase behaviorIn this paper: An endeavor is made to ponder these

distinctions at different levels of procurement choice

Men and ladies because of their distinctive childhood and socialization alongside different other social, natural and mental elements portray diverse sorts of conduct at different circumstances

Sex roles and consumer perceptions of promotions, products, and self This article spins around numerous parts of

showcasing and advancements Commercial assumes an awesome part in

deciding the buyer conduct of both females and guys

Advertisements may depict either dynamic or conventional parts of men and ladies

This portrayal of parts may modify the purchasing choices of customers relying on the way they have seen the promotion

The physical appearance of the model exhibited in the promotion likewise matters a considerable measure

Consumer Behavior and its Potential ExplanationsIn this article focus is applied in the understanding of consumer

behavior diversity is important both to businesses and to inquiries into people’s decision-making

Relationship statuses also have a great impact on the buying behavior and consumption patterns

Females who are in a relationship tend to spend more. They also spend more in leisure time and travelling time.

Males do not tend to spend more on leisure and travelling

It needs to be kept in mind whether the consumer is a financial provider or a care provider

Questionnaire and Graphical Results We conducted a survey using a

structured questionnaire with close ended questions

20 people were chosen as samples out of which 10 were males and 10 were females

Ages of the 90% of the samples varied between 18-23 years

How often the consumers were inspired in their fashion choices by a celebrity look? 70% of men they were inspired While this percentage elevated to 90%

in case of women

Yes70%

No30%

Men

Yes No

Yes90%

No10%

Women

Yes No

Examines the free time activities of the two genders. Did they mirror each other or were there marked differences? One third of the ladies spent their spare time shopping while

one third of the men being involved in some sporting activity It is also interesting that none of the ladies listed, used their

computer as a free time activity but 40% of them, answered later, that they kept in touch with the celebrity world online and 60% of them got their fashion tips online.

Yes60%

No40%

Fashion Tips Online

Yes No

Yes40%

No60%

Celebrity Influence

Yes No

Continued… In hindsight there were a few more

questions which would have improved the data information.

The data from the questionnaires confirmed that there was a difference in consumer behavior relating to fashion, between the genders

The differences were quite specific female consumers were very inspired by a celebrity look whereas men were not

One more question that we orally asked from the samples was if they were inspired by male or female celebrities

To our surprise the opposite gender celebrities appearing in opposite gendered product adds inspired consumers to buy that specific product