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Maria B. Designs (Pvt.) Ltd / Jawaid Abdul Ghani.
SAGE knowledge Connect to full text Available online
View online- Format:
- Book
- Author/Creator:
- Ghani, Jawaid Abdul, author.
- Series:
- SAGE knowledge. Cases.
- SAGE Knowledge. Cases.
- SAGE knowledge. Cases
- Language:
- English
- Subjects (All):
- Marketing research--Case studies.
- Marketing research.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations (black and white, and colour).
- Place of Publication:
- [London] : SAGE, 2016.
- System Details:
- text file
- Summary:
- Maria B. was a leading player in the fashion clothing industry of Pakistan. Her designs comprised women's casual, formal and bridal wear. A consumer study found that purchase of casuals was impulsive, triggered by the start of a new season. Formal wear was bought for special occasions and festivals. The purchase process involved considerable window shopping and obtaining information on the latest trends from fashion magazines. The purchase of bridal wear was by far the most intense. Every bride-to-be wanted her wedding dress to be exclusive. The designer was expected to provide personal advice regarding the selection of fabric and design. Based on the study results, the company had to identify customer segments and decide which of the three product lines to focus upon.
- Notes:
- Originally Published in: Ghani, J. A. (2010). Maria B. Designs (Pvt.) Ltd. Asian Journal of Management Cases, 7(1), 89-102. DOI: 10.1177/097282011000700107.
- No ILL or scholarly sharing allowed.
- Description based on online resource; title from home page (viewed on May 4, 2016).
- ISBN:
- 9789351503798
- OCLC:
- 1017713735
- Access Restriction:
- Restricted for use by site license.
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