Marketing Research Project
Supervisor : Ms. Izza Imran
Company : Outfitters
Group Members
Babar Ali
Wasim Akram
Saqlain Mehdi
Najeeb Uddin
Touseef Ahmed
Majid Ali
Abdullah soomro
Marketing Research on “Outfitters” in Pakistan
1-Background:
Outfitters is a multinational lifestyle clothing brand headquartered in Canada Denmark
France,Germany,Ireland,Israel,Italy,Netherlands, Pakistan,Sweden,United Kingdom,Spain,Italy,
Austria,Poland,India and UAE.
In Pakistan it is established in 2003.This is design brand made for the young people of Pakistan
who love to enjoying the most recent way of life
Patterns. Today after 23 years many trends changed and outfitters researchers seem that the
public demand to adopt the trend western wear in Pakistan so they successfully managed set up
120+ outlets in different 20 cities as well as online stores to satisfy the customers aesthetic
needs by through innovations in products.
URL:
https://outfitters.com.pk/
Outfitter has its own unique URL domain to specify the location of the pages. It protects the
brands from unauthorized use and cybersquatting.
Mission & Vision Statement:
Mission Statement: “Lifestyle merchandising is our business and our passion. The goal for our
brands is to build a strong emotional bond with the customer.”
Vision Statement:
There is no vision statement for Outfitters yet. But the brand shows that it is “committed to moving
clients through unique and quality products & services by innovativeness to exceeding potential
customers expectation.”
Target Customers:
Outfitters target young adults aged 18 to 28 of middle, upper middle class and hostiles segments by
unique merchandise mix, social media marketing, web sites and apps.
2-Problem Identification:
Outfitters potential and newly customer have same price all over Pakistan which set by the company.
Due to increase in fuel prices their cost production is high so prices increase which is directly impact on
potential customers. According to manager common answers is normal people can’t buy their products
because of brand conscious. Their prices are different in physical and online stores which is depend on
their number of stocks so the customers perception changes towards brand experience. As well as they
don’t have any discounts and special offers.
Total population of Pakistan in 2022-23 report is 4.6 million in which 50.4% belongs to male group if we
see the target customer of outfitters which is 30% age between 18 to 28 and they are belongs to
different family status.
“Price of outfitters in much higher then their competitors.”
Due to their pricing strategy their customers of middle class families which is high percentage of overall
population not able to buy their products.
3-Research Objective:
To identify the factors contributing to the expensive prices of the company’s products/services, assess
customer perceptions regarding value for money,analyse competitors pricing strategies and formulate
recommendations to optimize pricing for improved market competitiveness and customer satisfaction.
4-Research Design:
This is the explanatory research. We will be conducting a focus group to gather the respondents attitude
towards brand pricing.
Focus group respondents will be male, age 18-28.
These male group will be the residents of Islamabad, Rawalpindi.
All participants will follow western trends.
All participants will be belongs to middle & upper middle class.
Discussion Guide:
Part 1: Introduction
In the step we will introduce our selves and our brand which is “outfitters” as the purpose of our
research and we will make sure our respondents that all of their information will be kept confidential.
Personal Information
What is your:
Name:
Age:
City:
In second step general questions will be asked like:
Q1:For how many time, you have been use “Outfitters” products?
Q2:How much do you spend on clothing a month?
Q3:Are you satisfied with “outfitters” pricing and quality?
Q4:What will not affect you before buy “outfitters” products is either brand name or pricing?
Q5:Have you shifted from “outfitters” to other brands due to price?
Part 2: Pricing Factors of outfitters online,outlets and other competitors:
Q1: Does shopping online make you feel differently about prices then outlets?
Q2: Do you check different websites or stores to see which one has the best price?
Q3: If you see a discount or special deal, how often do you buy something, even if you didn't plan to?
Q4: Is it easier to find good prices when you shop online or when you go to a store?
part 3: price and quality:
1; How sensitive are customers to changes in product prices?
Q2; To what extent are customers willing to compromise on quality for a lower price?
Q3; Are there situations where customers prioritize quality over price?
Q4: Are there certain product categories where price sensitivity is higher or lower?
