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Customer Observation

The document discusses research methodologies for observing customers at several Pakistani fashion brands - Sana Safinaz, Zara Shahjahan, Gul-Ahmed lawn, Zaha by Khadijha Shah, and Maria.B. For each brand, it describes the ideal customer demographic to observe, what product types or attributes the observer would watch customers interacting with, such as prices, colors, styles. It also notes what customer preferences, reactions, or lifestyle factors the observer would take note of to understand tastes and shopping behaviors.

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ahmed
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41 views

Customer Observation

The document discusses research methodologies for observing customers at several Pakistani fashion brands - Sana Safinaz, Zara Shahjahan, Gul-Ahmed lawn, Zaha by Khadijha Shah, and Maria.B. For each brand, it describes the ideal customer demographic to observe, what product types or attributes the observer would watch customers interacting with, such as prices, colors, styles. It also notes what customer preferences, reactions, or lifestyle factors the observer would take note of to understand tastes and shopping behaviors.

Uploaded by

ahmed
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Customer Research

Methodology
Customer Observation
Sana Safinaz

The research will be based on demographic and psychographic information


gathered from the store's walk-ins. This would formally conclude the store's
customers' tastes, preferences, inclinations, and preferences. The method that
will be used to observe the store's walk-in customers will be kept as natural as
possible in order to keep the observation more authentic.
So, first and foremost, I would look for a customer between the ages of 20 and
30. And as soon as I find one, I would observe the Customers preferred value from
the store's offerings such as stitched or unstitched collection, formal/semi formal
by Sana Safinaz or if the customer is attracted more towards new arrivals of the
brand or the items put on sale. Moreover, I would observe their course of action
when they look at the pricing of their chosen products, as well as the patterns and
colors that catch their eye at first sight.

Zara Shahjahan

The ideal walk-in customer to observe for Zara Shahjahan would be between the
ages of 25 and 45 and according to the offerings of the brand I would see that
what does the customer actually prefers wearing from the brand, for example the
customers walking in are more inclined towards Zara’s luxury pret, ready to wear,
bridal collection or Zara’s unstitched fabric collection or what are the customers
preferring to buy products, with pastel colors or brighter tones.
since we know Zara Shahjahan targets an elite class, I would observe their buying
preferences, how do they tend to react after seeing the prices, do they decide to
buy it or leave it also, what does one value the most when buying from Zara.
Gul-Ahmed lawn

Gul-Ahmed is a well-known lawn brand. That has segmented its stores and
products in an order. Putting expensive products in niche areas and middle-level
products in middle-class areas. They have also introduced some low-cost products
aimed at the lower and middle classes keeping itself as a mass market brand.
Knowing that Gul Ahmed has segmented its stores, I would formally visit both of
its stores in niche areas as well as in middle level markets to observe and
differentiate between the consumers' lifestyle and their choices. I would note the
timing’s each customer manages in to buy a product in areas of both store
markets moreover, I would also observe the customers choice towards fabric as
Gul-Ahmed offers a large variety and types of fabrics to offer and the age group
that buys from it.

Zaha by Khadijha Shah

Zaha, as a luxury brand, caters to the upper classes. It is a brand that intends to
encourage and empower women of all kinds. It is primarily a female-oriented
brand. Observing Zaha’s customers would entail seeing what age group of women
usually walk in. Do these women only buy for themselves, or do they also buy for
their loved ones? Are customers satisfied with Zaha's pricing ranges, or are they
satisfied after shopping at Zaha? I would keenly observe them while they shop.
Furthermore, I would also observe the choice of colors women prefer at Zaha
since they have vivid and pastels too.
According to Zaha's logo, it represents the strong growing and trusting
relationship between their brand and its customers; however, I would
notify that does it actually build a trust bridge between itself and its customers or
not.
Maria.B

Maria.B is based upon Ready-to-wear, unstitched, and haute couture clothing for
women that are Classic, daring, and chic. In order to observe Maria.B’s customers
I would observe what their sense of style is when it comes to the product ranges
that it offers. Do these women buy the most classic, daring, and chic items? Or do
they prefer bold colors? Moreover, I would notify if the customers who walk in
are drawn to Maria.B’s Jewelry or just the clothing. I'd also check to see if the
customers are happy with the prices that are set. Furthermore, I would be
interested to see if customers are drawn to the store's offering bold patterns, and
styles or do they just focus upon the products at discounted prices?

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