Abstract:
As it is evident, today’s consumer is becoming unfathomable since he is
accustomed to play different roles on various occasions. Similarly, students from all
walks of life are inured to get by with limited resources but he inclines to buy as many
fascinating things as he can to satiate his desire to keep up with the times. At times, a
student tends to behave uncharacteristically, which sets companies back a lot of money,
citing they are apt to offer the items that may drive the student to make a purchase.
Therefore, many eminent marketing researchers eulogized the notion of segmenting the
market psychologically with the intention to delve into the thoughts process of students
that dictate their purchase decision process. Many of the time, a student himself does not
know the products or services he intends to buy. On that note, many clothing
organizations attempt to heed their customers with the help of psychographic
segmentation; which not only help in knowing their customers but also to formulate long
term strategies to keep them intact with the firm for an enduring period of time.
However, fifteen interviews are conducted with the intention to obtain quality
insights about the psychographic segmentation on student buying behavior in the context
of Pakistan. Out of the total respondents, most of them belong to the eminent
organizations like Stone Age, Break out, Mango etc. whose presence influence the
purchase decisions of customers. The outcomes of the in-depth interviews reflect the
subtle facts and figures which can contribute in the research comprehensively. Also, the
research culminates with a lot of useful insights which can pave the way for successive
researches; since many of the respondents share their useful insights that can help in
pinning down the student behavior in Pakistan.
