A comparative analysis of effectiveness of promotion strategies and practices of textile companies in Pakistan : a study based on consumers and retailers survey | |
| Author | Ahmad, Sheikh Atique |
| Call Number | AIT RSPR no. SM-95-40 |
| Subject(s) | Promotions--Pakistan Textile industry--Pakistan |
| Note | A research submitted in partial fulfillment for the requirement for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-95-40 |
| Abstract | This research includes the results of consumer and retailer attitude survey of Pakistani women towards different brands of "lawns". Lawn is a thin cloth for women's dressing in summer season. Survey has been conducted in Lahore, Pakistan. With the entry of a lot of new lawn producing players in the market, the competition is becoming fierce. Promotion strategies of three leading textile companies have been studied, the main focus of the research being only one textile company namely Sitara Textile Industries (Pvt.) Ltd. Following issues are addressed in this research: • consumers and retailers attitude towards the brands of three leading companies, • analyses of the promotional strategies and practices of these three companies, • aided/unaided recall of the advertisements of these three companies, A sample of 60 consumers and 3 6 retailers have been taken from different locations in the market. Questionnaires have been designed for retailers as well as for consumers. To study the promotion strategies of three companies, in-depth interviews of the management of three companies have been conducted. Designs and quality are considered to be the most important attributes according to consumers as well retailers. Price and profit margin are not considered to be important by consumers and retailers respectively. Retailers prefer to sell lawn in more quantity instead of looking for profit margin. Different strategies followed by different companies results in the difference between retailers and consumers perception of different brands of lawns. Sapna Lawn was given the highest rating score on the attribute of design by the consumers, whereas it was given least rating score on the attribute of design by retailers. The difference between the retailers and consumers perception is also due to the fact that the retailers attitude I perception is based on short time span while that of consumers is based on long time span. Retailers attitude about brands of lawns (on the attribute of quality and design) is found to be directly co-related with sales of lawn. The lawn produced by Sitara Textile Industries (Pvt.) Ltd. i.e. "Sapna Lawn" has not been performing well in the market and its sales has been low for the last 2 or 3 years. The main reason for the failure of Sitara Textiles Industries (Pvt.) Ltd. is unacceptable designing strategy. Other textile companies, although they are not spending as much on promotion strategy as Sitara Textiles, are successful as their designing and color schemes are in accordance to the consumers requirement. However the promotion strategy of Sitara Textile Industries (Pvt.) Ltd. is found to be very effective, as its advertisements has the highest recall rate. The production strategy of Sitara Textiles is also not appropriate according to the market conditions. Sitara Textiles have to change its production and designing strategy to be successful in the market. |
| Year | 1995 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-95-40 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration in International Business (Publication code = SM) |
| Chairperson(s) | Johri, Lalit M. |
| Examination Committee(s) | Swerzciek, Fredrick W.;Hertzberg, Ellen |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1995 |