Demographics Factors and Perception of Brand Consciousness: A Cross-Sectional Study of Basic Clothing Brands in Karachi Pakistan

The purpose of this study is to investigate the purchasing power of Pakistani consumers and to recognize the key elements of branding conditions that affect consumers' buying habits against the latest fashion items. The aim of the study is to identify the importance of clothing brands according to demographic factors, including gender, income, age, and education. We applieddescriptive analysis; chi-square and correlation test were used to analyze the collected sample size of 500 surveyed real-time shoppers selected through non-probability convenience sampling bases from 40 different malls and outlets which are selected through randomly. A research questionnaire was prepared to determine the demographic factors and branded clothes preferences that have an impact on Pakistani consumer’s choices.The study concluded that the demographic factor age hasa significant association with preferences of branded clothes. The demographic factors such as gender, income, and education have an insignificant association with preferences of branded clothes. The results revealed that more or less 50% respondent of all age groups agreed that brand is quite important while considering and purchasing clothes. Strong brand preferences of age group between 18-25(17%), followed by 36-45 (14%), 26-35 (13%), 46 years and above almost 10%. The correlation results concluded that the preferences of branded clothes significantly correlates with price and reference group whereas insignificantly relates with retailer efforts and promotional incentives.We further concluded that age is the vital demographic indicator for stitched garment marketers as well as reference group and price must be considered because both variables are positive and significant influences on branded clothes preferences according to our research findings. DOI: 10.7176/IKM/9-6-02 Publication date:June 30th 201

Consumer Demographics and Self-Medication: A Cross-Sectional Study of Karachi City in Pakistan

The purpose of this study is to find the statistical relationship between self-medication and demographic characteristics. A cross-sectional study was conducted in the local settings of Karachi. A total of 210 individuals participated in the study. The data was collected through self-administered questionnaire. SPSS.20 was used for data analysis. This software help in data management from above mentioned sources, and statistical analysis of the data. Chi-square and Phi and Cramer’s V test was used to measure attitude of consumer towards self medications. The study shows that 82% of the surveyed people practice self-medication, mostly for minor illnesses. The common reasons for self-medication as stated by the respondents are prior experience, convenience, and recommendation. The majority of the respondent regarded self-medication as an acceptable practice and a short-term cure to the illness. Finally, there is no statistical relationship between self-medication and demographic characteristics of the population. The sample size that has been taken is small. Thus it is possible that the results do not give the exact image of the population. Moreover, responses of the participants could be inaccurate, as participants may not have been able to correctly recall past events. Key    Words: Self-medication,        Over     the    Counter     medicines      (OTC),      Minor            illness, Prior  experience, Convenience. DOI: 10.7176/EJBM/11-14-04 Publication date:May 31st 201