Brand Personality:

As Khaadi is a Pakistan Brand it holds all cultural values of Pakistan. The brand is highly inspired
by the traditions and cultures of Pakistan and has been successful in capturing the essence of
culture in a modern way. Hence, the Personality of Khaadi is known to be cultural, colorful,
sophisticated and lively. Inspired by the arts and crafts of Pakistan, Khaadi has promoted
Pakistan hand woven high quality fabric all over the world. Khaadi stands out in a highly
competitive market because of its vivid patterns, unique designs and stylish cuts. Khaadi today
represents an exquisite heritage.

Brand Personality

Cultural Colorful Sophisticated Lively

Motives:

The major motives Khaadi works on and have been successful in providing are to build strong
trust, brand association, value for money and strong self-image among their customers. Khaadi
wants its customers to believe and trust that they will keep on delivering the quality products
that the consumers expect them to deliver. Secondly, as the segment that Khaadi caters is
people who are mostly trying to form an identity by using specific brands thus Khaadi tries to
create sense of belongingness and association with the brand among its customers. Khaadi also
wants its customers to believe that the money they are spending is definitely worth it and that
no other brand will offer the same quality that they are offering in that particular price range.
Most importantly, Khaadi wants its consumers to have a strong self-image when the wear
Khaadi products. They want their products to boosts overall confidence and general outlook of
their customers while wearing them.

A little survey was carried out to gain consumers’ feedbacks who shop frequently from Khaadi
to gain opinion about what they exactly feel about the brand and what makes them go for this
vary brand. People when asked about what influences them to buy from Khaadi responded in
such a way:

Why Khaadi?
18
16
14
12
Why Khaadi?
10
8
6
4
2
0
Quality Price Range Promotional Campagins Easy Availibility

A total 30 customers were surveyed out of which 17 of them told that the quality of the
material is the primary reason why they buy from Khaadi. This result shows that Khaadi has
mainly emphasized on their product quality because of which people tend to buy from them.

Consumer’s Self-Image:

As discussed above, one of Khaadi’s primary motives is to create a strong self-image of their
customers while using their products. People wear Khaadi so that they can be expressive of the
way they want to be seen and so that they can create a certain level of association with the
brand. Khaadi has been successfully in providing its consumers with stylish and latest designs
and prints in eastern products as well as the western products. This makes the user feel good
about themselves, their general outlook and boosts up their overall personality when they
realize that they are using something which others are usually to ask and compliment about. A
strong self-image has resulted in consumers being more loyal to the brand as their outfits are
going hand in hand with their personalities and there is a strong sense of belongingness with
the brand.

We asked our surveyors some questions to get to know about their self-image and how the
product impacts them.
 What compliments you get when wearing Khaadi's
outfits?
14
12
10 What compliments you get
when wearing Khaadi's outfits?
8
6
4
2
0
Nice prints Stylish cut Good Quality Fabric

Does Associating Khaadi with your personality boosts your overall

10%

17%

73%

The results show that people usually get good compliments on the prints, stylish cuts and the
fabric they are wearing which generally makes them happy and consequently builds a strong
self-image. Out of the 30 people asked a high number of 22 people said that yes wearing Khaadi
does have a positive impact on their confidence and general outlook. One of the respondent
said that “Wearing it adds up to the beauty. I always get appreciated and complimented by
friends and colleagues. I personally feel confident and worthy when I am wearing brands like
Khaadi”

Consumer Perception:

There is no denying the fact that Khaadi is one of the top brands of Pakistan as it is a source of
pleasure as nice prints and unique styles of this brand provides people with what they
need/want. Consumers perceive that Khaadi offers such suits that whenever there is any
occasion or event they can easily get a dress of their wanting by just visiting any of the outlets
and selecting from vast number of options available in both stitched and unstitched collections
available. People generally have a feeling of satisfaction when they think that they are wearing
branded clothes. The consumers have a perception that unique styles and prints offered by
Khaadi make them look graceful on price ranges that they can afford. Affordable prices make
them believe that they can buy clothes more often and have the luxury of opting for different
designs. What we wear has a major role to play in our self-esteem and thus brands like Khaadi
has identified this and has made full use of it. A general question about the purpose of buying
from Khaadi was asked from the respondents.

What is the purpose behind your purchase from Khaadi?

20

7
3

Building Self Esteem To fit in society Personal Satisfaction

The result clearly shows that in consumer’s perception they mainly tend to wear Khaadi
because they tend to get personal satisfaction while wearing it. One of the respondents said
that “I feel comfortable and happy after wearing it. It is a big source of pleasure for females”

Consumer Learning:

One of the most essential aspects is how do the consumers learn and get knowledge about a
particular product or a band. When it comes to buying things to wear or use, one of the ways
consumers learn through is instrumental conditioning. So is the case with Khaadi. When a new
customer decides to buy from Khaadi, the brand makes sure that it provides all the relevant
details, understand exactly what the buyer is looking for and make it a favorable experience for
the buyer. If a buyer is satisfied with the first purchase he made from Khaadi, he/she is more
likely to visit the brand again when required and less likely to switch to another brand.
Consumers also practice observational learning where they learn about a brand by watching
and interpreting others who have been previously involved with the brand and bought products
from them. A customer with a satisfied experience is likely to spread positive word of mouth
about a particular product or brand and convince other to buy from it. Khaadi are keen about
forming such an experience for their existing customers that they end up gaining new
customers with the help of the old ones. Furthermore, in their advertisements and promotions
they tend to highlight customer satisfaction and portray an image that their customers are full
satisfied and happy with the brand, this usually results in attracting new customers as they
perceive what they see.

Do Khaadi's ads and promotions attract your interest to

17%

Yes
Sometimes
No
50%

33%

When asked about the impact of ads and promotional campaigns on buying interests, 15 out of
our 30 survey respondents said yes that they are influence by the content and the attributes
shown in the advertisements. However, 10 respondents said that ads aren’t what they are
influenced and they look after other aspects too.
Consumer Attitude:

Khaadi’s constant success over the years in the clothing industry is an indicator of the kind of
attitude people have for the brand. Because of the consistency of the quality of their products,
their continuous innovations setting the market trends and their excellent customer service
they have been successful in building a relationship of trust and loyalty with their customers.
Brand loyalty is one of the most desirable things a brand is looking for and Khaadi has been
successful in acquiring over the years because of the attitudes and opinions they have formed
in their customer’s minds.

Would you buy from another brand if Khaadi's particular branch is

43%
57% Yes No

We asked a question to gain some knowledge about how loyal consumers are to Khaadi which
will further tell us about the attitude people have towards Khaadi. 17 out of 30 respondents
replied that they will visit another branch if one branch is closed just to buy from Khaadi and
the order 13 said that they would just buy from some other brand. This response shows that
some of the consumers prioritize Khaadi over all the factors and they would be keen to buy
from Khaadi no matter what. This tells us about how Khaadi has framed a positive attitude in
customers’ mind which has resulted in brand loyalty.