DEDICATION

We like to dedicate our work to our teacher Sir. Asad Mubeen and the
people, who helped us in our Assignment by extending our Knowledge in
Marketing.
 ACKNOWLEDGEMENT:
First of all, we are grateful to Allah Al-mighty who gave us ability to
accomplish this project. The completion of this project is a matter of
pleasure for us but it was not possible without the support of our teacher, in
fact a mentor, Mr. Asad Mubeen , for he has provided us the useful
knowledge of subject of Strategic Marketing. So, we are thankful to our Sir
Asad Mubeen. We are thankful to our parents also who helped and
supported us.
MARKET SEGMENTATION
Definition in General:

The division of a market into different homogeneous groups of consumers is

known as market segmentation.

According to Smith,1956:

“Market segmentation is based upon developments on the demand side of the

market and represents a rational and more precise adjustment of product and
marketing effort to consumer or user requirements.”

Types of Market Segmentation :

Consumer markets can be segmented on the following customer characteristics.

1) Geographic Segmentation
2) Demographic Segmentation
3) Psychographic Segmentation
4) Behavioral Segmentation

1. Geographic Segmentation

Categories Examples

Region By continent, country, state, or even

neighborhood

Size of metropolitan Segmented according to size of population

area
Population density Often classified as urban, suburban, or rural

Climate According to weather patterns common to

certain geographic regions
2. Demographic Segmentation

Categories Categories
Age Income
Gender Occupation
Family size Education
Religion Ethnicity
Generation Nationality

3. Psychographic Segmentation

Categories
1 Activities
2 Interests
3 Opinions
4 Attitudes
5 Values

4. Behavioral Segmentation

CATEGORIES
1 Benefits sought
2 Usage rate
3 Brand loyalty
4 User status: potential, first-time, regular, etc.
5 Readiness to buy
6 Occasions: holidays and events that stimulate purchases
SEGMENTATION OF ABAYAS IN
PAKISTAN :

GEOGRAPHIC SEGMENTATION
 First variable for Segmentation if Geographical. I divide market into certain
groups on geographical basis.
 From the world the preferred market for abayas are Muslim Countries. Saudi
Arab is already a developed market for abayas, So I preferred Pakistan as my
segment.

Pakistan
19.6 Crore Punjab
7.3 Crore

Khyber Lahore
Pakhtoonkhwa
7.56 million
0.65 Crore

Peshawa Faisalabad
3.57 millionr 3.038 million

Abbotabad
1.430 million
DEMOGRAPHIC SEGMENTATION

Demographic Segmentation is important for abayas because age, gender, religion have to be
define for this purpose. Following is the Demographic Segmentation for Abayas in Pakistan. Its
variables are:

1. AGE GROUP :

Our Target Age Group is 18 to 40 Years. Because this is the age where women
mostly use Abayas. Following is the age wise distribution of Female targeted in
Pakistan.

Age Group Percentage Male Female

0 – 14 Years 33.3% 33.5 Crore 31.7 Crore

15 – 24 Years 21.5% 21.8 Crore 20.4 Crore
TARGE
25 – 54 Years 35.7% 36.3 Crore 33.6 Crore T
54 Years + 4.7% 0.44 Crore 0.47 Crore

Average targeted Group :

= 20.4 + 33.6 / 2

= 26.96 Crore Females

2. GENDER GROUP:

Male Female
51.386% 48.614%
 3. RELIGIOUS GROUPS:

Religious groups matters a lot in Abayas segmentation because Abayas are mostly
preferred by Muslim Women.Major Population in Pakistan is Muslims which will
be our target segment.

Muslims (94.6%) TARGE

T
Sunni ( 85 -90%)

Shia ( 10 - 15%)

Christians, Hindus
(3.6%)

PSYCHOGRAPHIC SEGMENTATION:
CLASS GROUP:

Middle Class will be targeted for Abayas segmentation because major population
of Pakistan comes in this category:

Middle
Class TARGE
T
 According to a study, conducted by the Pakistan Institute of Development Economics (PIDE),in 2011

 35% of population comes under middle class

 Which means 61 million Pakistanis are middle class

Middle Class in Pakistan according to Provinces:

Provinces Middle Class

Punjab 37% TARGE
Khyber-PakhtoonKhwa 32% T
Sindh 36%
Balochistan 29%

BEHAVIORAL SEGMENTATION

1. Trend of veiling :

Khyber
Pakhtunkhwa
Punjab (90%)
( 15%)
 2. Types of Abayas wear by Pakistani Women:

Abayas
Head Covered Scarf ( 10- Scarf+ Niqab
Chaddar(80%)
(99%) 15%) ( 5 -10%)

Dress like by People for women to Wear:

A Study By Zehra Nabi (Published: January 9, 2014) ( 51% Respondents were Male)

 32% favored a niqab

 31% favored for abayas.
 24% favored for Scarf
 8% favored for Dupatta
 2% favored for no Scarf/Viel

CONCLUSION:
Pakistan ia a vast market for Abayas.Abayas market can be segmented from geographic,
demographic, psychographic,behavioral basis in Pakistan.If the above mentioned segmentation
will be done then it can be a great opportunity for us because Behavior of Pakistanis women is
trendy towards Abayas not only in general terms but in fashion sense also.
References:

 http://tribune.com.pk/story/282801/35-of-population-comes-under-middle-class/
 http://worldpopulationreview.com/countries/pakistan-population/
 https://answers.yahoo.com/question/index?qid=20101112121654AADFxi6
 http://tribune.com.pk/story/656864/respondents-from-muslim-countries-pick-appropriate-
clothing-for-women/
 http://www.pewresearch.org/fact-tank/2014/01/08/what-is-appropriate-attire-for-women-
in-muslim-countries/
 http://www.indexmundi.com/pakistan/demographics_profile.html