Garment Market Survey Report
Macro Industry, Consumer and Distribution Survey results and recommendations
Prepared by: ADS Network, Next to Spinney’s Supermarket, 16th street, Wazir Akbar Khan, Kabul- Afghanistan
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
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Table of Contents 1. Executive Summary and Key conclusions: ............................................................................................ 4
2. Objective of the Project ........................................................................................................................ 6
3. The research Methodology adopted .................................................................................................... 6
4. The Garments industry overview .......................................................................................................... 6
5. Consumer Research Key Findings: ........................................................................................................ 9
5.1 Respondent Age Profile: ............................................................................................................... 9
5.2 Marital Status profile: ................................................................................................................... 9
5.3 Ethnic Profile: .............................................................................................................................. 10
5.4 Respondents by profession: ........................................................................................................ 11
5.5 Average family size of the respondents: ..................................................................................... 12
5.6 Literacy profile of respondents: .................................................................................................. 12
5.7 Most recent Garment purchase: ................................................................................................. 13
5.8 Most recently purchased Fabric: ................................................................................................ 14
5.9 Time since last garment was purchased: .................................................................................... 14
5.10 Time since last Fabric was purchased: ........................................................................................ 15
5.11 Most preferred place for buying garments and fabrics: ............................................................. 16
5.12 Buying habit for garments: ......................................................................................................... 16
5.13 Buying habit for Fabrics: ............................................................................................................. 17
5.14 Frequency of purchase of garments and fabrics: ....................................................................... 18
5.15 If garment purchased for Special Occasions, what special occasions: ................................... 19
5.16 Budget kept for buying garments/fabrics: .................................................................................. 19
5.17 Frequency of purchase of wedding clothing: .............................................................................. 19
5.18 Budget for Eid/Nawroz/Winter/Summer shopping: ................................................................... 20
5.19 Fabric stitching behavior: ............................................................................................................ 21
5.20 Influencing factors when buying garments: ............................................................................... 23
5.21 Consumer buying preferences: ................................................................................................... 24
5.22 Style preference by Season: ........................................................................................................ 25
5.23 Style preference for Special occasions/Working clothes/Home clothes .................................... 26
5.24 Key decision maker for clothes purchase in the family .............................................................. 27
5.25 Children’s clothes buying behavior: ............................................................................................ 27
5.26 The most important factor when buying a Fabric: ..................................................................... 29
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5.27 Multi Dimension scaling for garments- consumer attitudes towards garments: ....................... 30
5.28 Concept card test: SET-A ............................................................................................................. 32
5.29 Concept Card test- Set-B: ............................................................................................................ 35
6. Consumer Research Key Findings by Segment ................................................................................... 37
6.1 Segment wise Age Distribution: .................................................................................................. 37
6.2 Segment wise marital status and ethnic grouping: .................................................................... 38
6.3 Other Demographic patterns by segment: ................................................................................. 38
6.4 Most recently purchased Garments and Fabrics: ....................................................................... 41
6.5 Time since last purchase of garments and fabrics: ..................................................................... 42
6.6 Segmentwise preferred place and buying habit to purchase garments and fabrics: ................. 43
6.7 Perceived frequency of purchase of garments: .......................................................................... 44
6.8 Perceived frequency of purchase for garments:......................................................................... 45
6.9 Budget for purchase of Garments and Fabric: ............................................................................ 46
6.10 Segmentwise Budget for purchase of clothes during Eid/Nawroz: ............................................ 47
6.11 Budget kept for Summer and Winter clothes: ............................................................................ 48
6.12 Fabric Stitching behavior: ........................................................................................................... 48
6.13 Purchase intent and influences for buying clothes: .................................................................... 50
6.14 Style preferences during winters and summers: ........................................................................ 51
6.15 Style preferences segmentwise for Weddings: .......................................................................... 52
6.16 Style preference while working or going to school: ................................................................... 53
6.17 Style preference when at home: ................................................................................................ 53
6.18 Children’s clothes usage and buying behavior: .......................................................................... 54
6.19 Important factors when buying Fabric: ...................................................................................... 56
6.20 Segmentwise Multi Dimension scaling for garments- consumer attitudes towards garments: 57
6.21 Segmentwise Concept Card test- Set-A: ..................................................................................... 58
6.22 Concept Card test for Set-B: ....................................................................................................... 59
7. Retailer/Wholesaler/Distribution Survey Key Findings: ..................................................................... 62
7.1 Numbers of years the respondents have been in business: ....................................................... 62
7.2 Type of business, Annual turnover estimates and size of staff kept: ......................................... 63
7.3 Source cities and countries for Garments and Fabric purchases by Channel intermediaries: ... 64
7.4 Average customers serviced per month: .................................................................................... 66
7.5 Stocking and Warehousing: ........................................................................................................ 66
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7.6 Fast moving Garments and Fabrics in the channel: .................................................................... 67
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1. Executive Summary and Key conclusions: 1.1 According to the mandate of the project, ADS Network was given the task to carry out a
comprehensive industry, consumer and trade research that will help the client Zardozi to
make plans to enter the domestic Afghan Market.
1.2 The Garments/fabrics imports market is estimated to be US$122.45 Million for the year
2009/10. With the Afghan GDP ranked no.6 in the top 10 fastest growing GDPs at 8.9%,
this market size is likely to double in the next five years, which makes it an ideal time for
Zardozi to look at entering the domestic Afghan market.
1.3 To understand the garments and fabric business a consumer survey was conducted. It
was conducted in Kabul, Jalalabad and Mazar-e-Sharif. The three segments that were
surveyed were- Young Women below 30, Formally Employed Women over 30, Middle
Age Women over 30 not employed.
1.4 Amongst the most recently purchased garments, respondents said that they purchased
either traditional event’s wear (mostly in Kabul) or winter wear, which had the
seasonality factor because the survey was conducted in winters. The most recently
purchased fabric was Bakhmal, this material was also amongst the fastest selling in the
Distribution survey.
1.5 The consumers tend to buy Fabrics more often than garments, where the purchase
cycle tends to be longer.
1.6 The main market in the city is the place for consumers to buy their garments and
fabrics. The Afghan consumer, whether buying Fabrics or Garments is always looking to
get a good deal. Therefore pricing the Zardozi domestic collection becomes a key
success parameter.
1.7 The Formally Employed and Young Segment tend to purchase garments more
frequently than the Middle Age segment. This coupled with the fact that these two
segments spend more on their purchases than the Middle Age segment makes them
the best two segments for Zardozi to target for their collection. Across segments buying
garments on special occasions is important, especially for Weddings and family get -
togethers.
1.8 We can see that across segments, there is tendency to spend low during Eid, however
when it comes to Nawroz, there is a tendency to spend extra money to buy new clothes.
This is a very important point to consider by Zardozi, they should have a Nawroz
collection by the time next Nawroz is celebrated.
1.9 There is very limited stitching done by women from home or by themselves, an
overwhelming majority gets fabric stitched by tailors, paying the tailors in the range of
Afa.251-750 .
1.10 While Budget is an important criterion for selecting clothes across all segments,
the Formally Employed and Young segment, tend to also get influenced by their
discussions with friends and the style/color/design that catches their eye while
shopping. However in the case of the Middle Age segment, the budget and best deals
are the most significant influencing factors.
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1.11 While the Formally Employed segment prefers to wear Western style outfits in
winters, in summers across all segments the preference is for Punjabi suits. These are
two clear indicators for Zardozi to design its style for the two seasons.
1.12 While the Formally Employed and Young segment prefers Western Style with
light or no embroidery for weddings, the Middle Age segment prefers the more
traditional Afghan style.
1.13 Across all segments, women are the biggest decision makers when it comes to
purchase of clothes, the men do not have any say in this matter. Even for a child’s
clothes purchase the choices are made by the mother.
1.14 Formally Employed women (57%) preferred western style clothes for kids for
their everyday use, while 56% Middle age women preferred Traditional Afghan style.
However across segments women preferred Western Clothes for kids during special
occasions. The Afghan mothers are pretty rational decision makers when it comes to
buying clothes for their kids. They would have a budget in mind, look for the best deals
and practical/comfortable clothes for the kids, rather than go to any length to purchase
clothes.
1.15 Factors influencing the buying of Fabric across segments are the Pattern &
Design of the Fabric and the season. For the Middle Age segment cost is also
important. However for the Formally employed the quality of the tailor is important as
well. In the case of the Young Segment material and notions is an important factor to
consider as well. The source of the Fabric does not seem to play an important role in
the buying decision. This is good for Zardozi as they can build a brand around the
theme of being made in Afghanistan.
1.16 It is recommended for Zardozi, that when launching its Clothes Collection for the
Afghan market, the company should position its collection as providing Afghan women
the confidence and comfort and making them look pretty. These are relevant
dimensions especially for the Formally Employed and Young segment, which should be
the first two segments it should target.
1.17 In the concept card test the Formally Employed and Young segment preferred
the more modern looks of the Punjabi Suits and Coats, whereas the Middle Age
segment preferred the more tone-down Korti Daman style. The Maxi style is not
preferred by any segment.
1.18 The Survey also yielded possible price points at which Zardozi should introduce
its Domestic collection.
1.19 The Distribution Survey was conducted across 210 respondents. 59% of the
channel intermediaries have been in the business from 1-10 years, showing the time
since new government started.
1.20 The Average staff size, whether it is a Retail Outlet or Wholesale Company is
from 1-4.
1.21 It is interesting to note that while most of garments are sourced from with
Afghanistan, either Kabul or Mazar, India and China are the big markets from where
garments are imported. But when it comes to fabrics, Pakistan is the country from
where most fabrics are imported. This could also be because the survey left out Herat
which gets imports from Iran as well.
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1.22 The fast moving garments according to the trade are- Anarkalis and Punjabi
Suits. Sharara is also popular. Amongst Fabrics it’s the Bakhmal and velvet that are the
fast moving items. Quality and Fashion are the predominant reasons for these fabrics
and garments to be fast moving.
2. Objective of the Project Zardozi wanted ADS Network to carry out a complete Industry study for the Garments and
Fabric business in Afghanistan. The results of this study and the subsequent recommendations
will be used as an input for Zardozi’s plan to enter the domestic Afghan Market.
3. The research Methodology adopted ADS Network carried out telephonic and personal interviews with industry experts. Secondary
Data was obtained from various sources including the Central Statistical Organization of
Afghanistan on the macro economic factors influencing the garments and fabrics business in
Afghanistan. Client inputs were taken to assess the marketplace.
The research methodology adopted was to carry out two surveys, a. Consumer Survey to
understand women’s and children’s garments and consumer buying behavior, attitudes and
testing of their garments likes and dislikes. b. Distribution survey, conducted amongst, Retailers,
wholesalers and tailors to understand the business dynamics and assess the estimated size of
the trade for fabrics and garments.
The Consumer Survey: was carried out in Kabul, Jalalabad and Mazar-e-Sharif, the three
important markets being considered by Zardozi to launch with their Domestic collection. The
respondents were segmented into- Formally Employed women above 30, Middle Aged women
not working above 30 and young women below 30.
The total Sample size was 500 respondents in the three cities.
The Distribution Survey: was carried out in Kabul city with a total sample size of 200
distribution intermediaries.
In both the surveys the research tool was a close ended questionnaire.
4. The Garments industry overview The Macroeconomic overview of Afghanistan is very positive. Afghanistan has shown rapid
strides in growth since the last 10 years. As per the IMF 2010 World Economic Outlook the GDP
of Afghanistan was estimated to have grown by 9.79%.
Year Gross domestic product based on purchasing-power-parity (PPP) valuation
of country GDP (billion $)
Per cent Change
2002 $11.17
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2003 $13.14 17.61%
2004 $13.67 4.06%
2005 $15.72 14.98%
2006 $17.57 11.75%
2007 $20.65 17.56%
2008 $21.81 5.61%
2009 $26.98 23.67%
2010 $29.62 9.79%
The government of Afghanistan has undertaken the goal as per its ANDS and MDG Strategy to
improve the GDP per capita of Afghanistan from its current level of US$500 per annum to
US$510, However at the rate at which the Afghan GDP is going, by 2015 the GDP per capita for
Afghanistan would be close to US$1,000. Coupled with the growth in GDP per capita and real
GDP, it estimated that the garment segment will expand and double in size in the next 5 years
as per industry sources. Zardozi with its first mover advantage in the marketplace could become
the dominant player and hold a large chunk of this market.
Of the total garments and fabric imports reported, a staggering 89% share is that of Fabric
imports. The remaining 11% is for imports of Garments for all segments. This is not surprising
however, when we look at the traditional Afghan wear for men being always stitched by tailors,
the same can be said for most of the women’s and children’s wear.
Although the CSO Statistical yearbook 2010, reports the figures as per their data collected from
formal sources, however it is obvious that there is a larger portion of the Garment’s market that
goes unreported through informal sources. However, since Zardozi plans to introduce a
Garment’s collection in the domestic market it should look to target a share of the reported
garments Market.
So the reported Garment’s Market is pegged at US$122.45 Million for the year 2009/10. It is
recommended that Zardozi take this as the market size and for its projection take a 10% growth
rate on this base figure for projections in its business plans.
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Source: CSO Statistical yearbook 2009/2010
It is interesting to note that the imports of garments and fabric saw a significant reduction in
2008/9, there is no formal reason reported for this other than the general reduction of economic
activity and increased security problem in this fiscal year.
Source: CSO statistical yearbook 2009-10
There has been a significant increase in the share of the used clothes market in 2009-10 over
the previous years, this presents an opportunity to Zardozi, as there is an obvious need for
quality and affordable garments.
$10,86,03,000
$48,27,000
$51,82,000 $13,46,000
$24,98,000
2009-10
Fabrics (polyester) Men new clothes Women new clothes
Children new clothes Used clothes
$10,86,03,000 $48,27,000 $51,82,000
$13,46,000
$24,98,000 $6,99,20,000
$44,01,000 $31,86,000 $19,40,000
$2,96,000 $23,25,19,000
$50,27,000 $30,93,000 $7,96,000 $7,59,000
0%
20%
40%
60%
80%
100%
Fabrics(polyester)
Men newclothes
Women newclothes
Children newclothes
Used clothes
Imports of fabric and clothes- afghanistan
2009-10 2008-09 2007-08
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5. Consumer Research Key Findings: The key findings are structured by Total Afghanistan data, Total Afghanistan split between the 3
segments. Region wise all segments, region wise individual segments.
Total Afghanistan Consumer Survey Findings:
5.1 Respondent Age Profile:
5.2 Marital Status profile:
Base Table for Marital Status profile:
Marital status Kabul Jalalabad Mazar Afghanistan
Married 62% 51% 57% 57%
Single 33% 39% 37% 36%
4% 9%
21%
18% 16%
16%
16%
Respondet Age profile: Afganistan
<18 18-20 21-25 26-30 31-35 36-40 >40
57%
36%
7% 0%
Afghanistan marital status profile
Married Single Divorce/Widow No response
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Divorce/Widow 6% 10% 5% 7%
No response 1% 0% 0% 0%
Total 100% 100% 100% 100%
5.3 Ethnic Profile:
Base Table for Ethnic profile:
Ethnic Group
Kabul Jalalabad Mazar Afghanistan
Pashtun 24% 46% 13% 27%
Tajik 63% 43% 73% 60%
Uzbek 7% 0% 4% 4%
Hazara 7% 2% 5% 5%
Others 0% 3% 3% 2%
Refused 0% 6% 1% 2%
Total 100% 100% 100% 100%
27%
60%
4% 5% 2% 2%
Afghanistan Ethnic Profile
Pashtun Tajik Uzbek Hazara Other Refused
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5.4 Respondents by profession:
Base table of respondents by profession:
Profession Kabul Jalalabad Mazar Afghanistan
Stay at Home 32% 52% 49% 43%
Employed 50% 35% 33% 41%
Student 19% 13% 17% 16%
Total 100% 100% 100% 100%
Of the 43% who stay at home, following is the break-down of how many work or do not work
from home:
Do you work from home Kabul Jalalabad Mazar Afghanistan
Yes 90% 72% 49% 69%
No 0% 27% 50% 27%
Refused 10% 1% 1% 4%
Total 100% 100% 100% 100%
Of the 41% formally employed, following is the break-down of the kind of organizations the
respondents work in:
Employed Kabul Jalalabad Mazar Afghanistan
NGOs/UN 12% 19% 12% 14%
Government 76% 70% 86% 77%
Private Companies 12% 8% 2% 8%
No response 0% 4% 0% 1%
Total 100% 100% 100% 100%
Of the 16% Students, following is the profile of their current education levels:
43%
41%
16%
Afghanistan: respondents by profession
Stay at home Employed Student
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Students Kabul Jalalabad Mazar Afghanistan
High School 14% 95% 81% 54%
In college 76% 5% 19% 41%
No response 11% 0% 0% 5%
Total 100% 100% 100% 100%
5.5 Average family size of the respondents:
Base table for average family size:
Family size Kabul Jalalabad Mazar Afghanistan
One-two 0% 1% 7% 3%
three-five 25% 37% 26% 29%
six-eight 39% 36% 35% 37%
More than eight 37% 25% 32% 32%
Total 100% 100% 100% 100%
It is interesting to note that the family size reported in Jalalabad tends to be smaller than in
Kabul or Mazar.
5.6 Literacy profile of respondents:
2% 29%
37%
32%
Afghanistan: average Family size
One-two three-five
six-eight More than eight
0%
5%
10%
15%
20%
25%
30%
35%
NoFormal
education
1 to 6grade
7 to 9grade
10 to 12grade
University Refused NoResponse
1%
7% 8%
32%
27% 24%
1%
Afghanistan literacy profile
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As per the base table below the high rate of refusal to answer this question came mainly from
Jalalabad:
Literacy levels Kabul Jalalabad Mazar Afghanistan
No Formal education 3% 1% 0% 1%
1 to 6 grade 6% 3% 13% 7%
7 to 9 grade 10% 4% 11% 8%
10 to 12 grade 37% 35% 22% 32%
University 28% 23% 31% 27%
Refused 18% 35% 23% 24%
No Response 0% 1% 1% 1%
Total 100% 100% 100% 100%
5.7 Most recent Garment purchase:
As per the base table, it is interesting to note that while in Kabul the most recently purchased garments
were for events, but in Mazar and Jalalabad, it was winter wear, which is obvious since the survey was
conducted in January/ February period. However the affluence in Kabul can be seen from the fact that
more % respondents in Kabul purchased events wear than the national average:
Garment Recently purchased Kabul Jalalabad Mazar Afghanistan
Traditional event's wear 61% 38% 53% 52%
Summer Every day wear 3% 2% 3% 3%
0%
10%
20%
30%
40%
50%
60% 52%
3%
21%
2%
17%
5% 0%
Afghanistan: Garment most recently purchased
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Winter Every day wear 10% 34% 23% 21%
Summer Office/Professional wear 0% 7% 1% 2%
Winter Office/Professional wear 23% 10% 15% 17%
Girl's traditional clothing (Eid, Nawroz, weddings) 4% 9% 4% 5%
Any other 0% 1% 0% 0%
Total 100% 100% 100% 100%
5.8 Most recently purchased Fabric:
Bakhmal and Pashme seem to be the most popular Fabrics purchased for stitching garments.
5.9 Time since last garment was purchased:
0%
5%
10%
15%
20%
25%
30%
14% 11%
27%
22%
2% 1% 3% 1%
6% 6%
2% 1% 1% 1% 0% 0% 0% 3%
Afghanistan: latest Fabric purchased
0%
5%
10%
15%
20%
25%
30%
1 week ago 2 weeksago
1 monthago
3 monthsago
6 monthsago
1 year agoor more
5%
11%
25% 27%
13%
20%
Afghanistan: Time since last garment was purchased
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On an average 52% of the respondents purchased their last garment between 1 to 3 months
ago.
Base table for the time since last garment was purchased:
Time since last Garment purchased Kabul Jalalabad Mazar Afghanistan
1 week ago 4% 5% 7% 5%
2 weeks ago 10% 13% 10% 11%
1 month ago 24% 20% 31% 25%
3 months ago 25% 27% 29% 27%
6 months ago 10% 20% 11% 13%
1 year ago or more 28% 16% 13% 20%
Total 100% 100% 100% 100%
5.10 Time since last Fabric was purchased:
Like in the case of garment purchase, the average time for purchase of fabric is also between 1
to 3 months.
Base table for time since last Fabric was purchased:
Time since last fabric purchased Kabul Jalalabad Mazar Afghanistan
1 week ago 3% 9% 12% 7%
2 weeks ago 10% 18% 11% 12%
1 month ago 35% 25% 28% 30%
3 months ago 34% 10% 30% 25%
6 months ago 14% 27% 10% 17%
1 year ago or more 6% 12% 9% 8%
No response 0% 0% 1% 0%
Total 100% 100% 100% 100%
0%
5%
10%
15%
20%
25%
30%
1 weekago
2 weeksago
1 monthago
3months
ago
6months
ago
1 yearago ormore
Noresponse
7%
12%
30%
25%
17%
8%
0%
Afghanistan: last time fabric purchased
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Again in the case of Jalalabad, the average time of 1-3 months is less than the National
average.
5.11 Most preferred place for buying garments and fabrics:
Preferred place to purchase Garments Kabul Jalalabad Mazar Afghanistan
From the neighborhood shop 16% 9% 1% 9%
From the main city market 84% 83% 98% 88%
I ask the men in house buy for me 0% 7% 1% 2%
others 1% 1% 0% 0%
Total 100% 100% 100% 100%
Preferred place to buy Fabric Kabul Jalalabad Mazar Afghanistan
From the neighborhood 10% 5% 1% 6%
From the main city market 87% 85% 97% 90%
I ask the men in house buy for me 0% 7% 1% 3%
others 3% 2% 0% 2%
Total 100% 100% 100% 100%
In both the cases for buying garments and fabrics, the respondents prefer to buy them from the
Main City market. Therefore it is important that the Zardozi Collection be present in all the Main
markets where it plans to launch, preferably with high visibility large retail outlets.
5.12 Buying habit for garments:
An overwhelming majority of respondents purchased garments where they got the best deal or
price, indicating a value for money buyer.
Base table indicates this trend across the cities:
4%
85%
9% 2%
Afghanistan: Buying habit for garments
almost always buy from the same Shop
I buy wherever I get the best deal/price
Buying from a shop is less important than the market
I never go to shops and Markets to buy (someone else in the family does)
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Buying habit for garments Kabul Jalalabad Mazar Afghanistan
almost always buy from the same Shop 4% 3% 4% 4%
I buy wherever I get the best deal/price 93% 78% 81% 85%
Buying from a shop is less important than the market
4% 12% 14% 9%
I never go to shops and Markets to buy (someone else in the family does)
0% 7% 1% 2%
Total 100% 100% 100% 100%
5.13 Buying habit for Fabrics:
Just as in the case with garments, in the case of fabrics as well, the buyer is looking for value
for money deals. However unlike garments, in Kabul there is a slight tendency to buy fabric from
a shop regularly visited:
Buying habit for Fabrics Kabul Jalalabad Mazar Afghanistan
almost always buy from the same Shop 10% 4% 1% 5%
I buy wherever I get the best deal/price 88% 77% 89% 85%
Buying from a shop is less important than the market
3% 13% 8% 7%
I never go to shops and Markets to buy (someone else in the family does)
1% 6% 1% 2%
Total 100% 100% 100% 100%
6%
85%
7% 2%
Afghanistan: Buying habit for Fabrics
almost always buy from the same Shop
I buy wherever I get the best deal/price
Buying from a shop is less important than the market
I never go to shops and Markets to buy (someone else in the family does)
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5.14 Frequency of purchase of garments and fabrics:
It is interesting to note that while answering the question about last garment and fabric
purchased the respondents average was between 1 to 3 months. However, a large percentage
while answering the question on frequency of purchase of garments said that they bought
garments for special occasions, whereas percentage who bought Fabrics for special occasions
were relatively less. This shows an interesting behavior pattern, where women tend to buy
garments for special occasions, but would rather buy Fabric and stitch for daily wear.
1%
7%
25%
20% 14%
33%
Afghanistan: frequency of purchase of garments
Evey weeek Once a month
Once in 3 months Once in 6 months
Once a year Definitly on special occassions
0% 12%
30%
37%
8% 13%
Afghanistan: frequency of purchase of fabrics
Evey weeek Once a month
Once in 3 months Once in 6 months
Once a year Definitly on special occassions
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5.15 If garment purchased for Special Occasions, what special
occasions:
What special occasion is Garment purchased
Kabul Jalalabad Mazar Afghanistan
Nawroz 0% 11% 0% 2%
Eid 15% 20% 12% 15%
To go to family weddings 80% 63% 51% 67%
When going on holidays 4% 0% 2% 2%
others 0% 3% 35% 12%
No response/ 1% 3% 0% 1%
Total 100% 100% 100% 100%
Of the 33% respondents who purchased garments for special occasions, a large percentage
(67%) purchased a garment for weddings. This could be a potential area for Zardozi to look
into while developing their Clothes Collection.
5.16 Budget kept for buying garments/fabrics:
There is a tendency to keep a higher budget for garments vis- a- vis fabrics, however a lot of
respondents really don’t have a budget in mind when they go for shopping of garments or
fabrics.
5.17 Frequency of purchase of wedding clothing:
Frequency of Purchase of New clothing for weddings
Kabul Jalalabad Mazar Afghanistan
Rarely 7% 1% 24% 10%
Occasionally 64% 70% 41% 59%
Don’t know/ care
budget of<Afa 1,000
budget of<Afa 2,000
budget of<Afa 5,000
budget of<Afa 7,500
budget of<Afa
10,000
exceedsAFA
10,000
Noresponse
35%
25% 29%
5% 5% 2% 1% 0%
51%
33%
8% 6% 1% 0% 0% 0%
Budget kept for buying garments/fabrics: Afghanistan
Garments Fabrics
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Often 12% 21% 18% 16%
Every wedding 17% 9% 17% 15%
No response 1% 0% 0% 0%
While purchase of new garments is mostly for special occasions like Weddings, however the
frequency of purchase of new clothing is occasional, very few respondents purchase new
clothing for every wedding.
5.18 Budget for Eid/Nawroz/Winter/Summer shopping:
While pricing its clothes collections, Zardozi should look at two price points, one for the mass
market which is in the range of Afa 5,000 to 2,000 and also have a premium collection priced
between Afa 9,000 to 11,000, especially for the Nawroz and Eid seasons.
Base tables for budget for shopping:
Budget for Eid Kabul Jalalabad Mazar Afghanistan
Afa 0-1000 49% 11% 37% 34%
Afa 1001- 3000 12% 13% 30% 18%
Afa 3001-5000 1% 6% 13% 6%
Afa 5001-10000 1% 1% 3% 2%
Afa > 10000 38% 69% 17% 41%
Total 100% 100% 100% 100%
Budget for Nawroz Kabul Jalalabad Mazar Afghanistan
Afa 0-1000 15% 15% 43% 23%
Afa 1001- 3000 4% 8% 18% 9%
Afa 3001-5000 0% 1% 6% 2%
Afa 0-1000 Afa 1001- 3000 Afa 3001-5000 Afa 5001-10000
Afa > 10000 No response
34%
18%
6% 2%
41%
0%
23%
9%
2% 1%
64%
0%
33%
21%
9% 3%
34%
0%
24% 29%
9%
2%
36%
0%
Budget for purchase of clothes: Afghanistan
Eid Nawroz Winter Summer
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Afa 5001-10000 0% 0% 4% 1%
Afa > 10000 82% 75% 29% 64%
Total 100% 100% 100% 100%
Budget for Winter Clothes
Kabul Jalalabad Mazar Afghanistan
Afa 0-1000 56% 15% 20% 33%
Afa 1001- 3000 12% 19% 37% 21%
Afa 3001-5000 1% 14% 14% 9%
Afa 5001-10000 0% 1% 9% 3%
Afa > 10000 32% 50% 21% 34%
No response 1% 0% 0% 0%
Total 100% 100% 100% 100%
Budget for summer clothes
Kabul Jalalabad Mazar Afghanistan
Afa 0-1000 35% 14% 21% 24%
Afa 1001- 3000 35% 23% 28% 29%
Afa 3001-5000 7% 11% 10% 9%
Afa 5001-10000 0% 1% 5% 2%
Afa > 10000 24% 51% 36% 36%
Total 100% 100% 100% 100%
5.19 Fabric stitching behavior:
Fabric stitched by self Kabul Jalalabad Mazar Afghanistan
Yes 20% 20% 23% 21%
No 81% 79% 77% 79%
No response 0% 1% 0% 0%
Total 100% 100% 100% 100%
Overwhelming 79% respondents get their fabrics stitched by someone other than themselves.
Who stitches the Fabric Kabul Jalalabad Mazar Afghanistan
My tailor 78% 94% 83% 84%
Someone in the family 22% 5% 17% 15%
No response 0% 1% 0% 0%
Total 100% 100% 100% 100%
84% respondents get their Fabrics stitched by a tailor. When entering the Afghan market
Zardozi could look at creating special Retail outlets, where women can buy the garment and get
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it stitched from the Retail outlet itself as one of its possible innovations, apart from a ready-
made garment collection.
Prices for stitching Fabric
Kabul Jalalabad Mazar Afghanistan
I pay about Afa 100 0% 3% 2% 1%
Between Afa 101-250 19% 22% 24% 22%
251-500 58% 39% 47% 49%
501-750 21% 22% 18% 20%
751- 1000 2% 13% 1% 5%
>1000 1% 1% 7% 3%
Total 100% 100% 100% 100%
Time take to stitch
Kabul Jalalabad Mazar Afghanistan
1 day 0% 0% 1% 0%
2 days 2% 13% 3% 6%
1 week 56% 71% 67% 64%
1 month 41% 16% 23% 28%
No response 2% 0% 5% 2%
Total 100% 100% 100% 100%
The table above shows that the average time to stitch a cloth from fabric is 1 week. Again, to
point out, Zardozi could innovate with certain Retail Outlets, where a customer can buy a fabric
and stitch a garment within a day or two.
Of those who knew how to stitch (21%), following table illustrates where they learnt the skill:
Who taught stitching Kabul Jalalabad Mazar Afghanistan
My mother 44% 27% 29% 34%
My grandmother 3% 7% 0% 3%
Someone amongst my relatives 13% 30% 46% 29%
I taught myself 21% 23% 14% 19%
I learnt it formally in an NGO 18% 7% 9% 12%
No response 3% 7% 3% 4%
Total 100% 100% 100% 100%
Those respondents (12%) who learnt the skill of stitching learnt it either at Bagh-e-Zanana or
National Solidarity NGO.
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5.20 Influencing factors when buying garments:
Budget at the time of shopping seems to be the biggest influencing factor while purchasing a
garment, followed by discussions with friends about the latest fashion (17%) and the style, color
and design that catch the eye (17%) and getting a good deal (17%).
Influencing factors when buying Garments Kabul Jalalabad Mazar Afghanistan
My mood when shopping 15% 9% 21% 15%
Discussions with friends on latest fashion 21% 15% 13% 17%
Television and movies I watch 15% 1% 3% 7%
My Budget 14% 37% 32% 26%
The Best deals I can get 18% 23% 11% 17%
The Style/Color/Design that catches my eye in the shop
16% 14% 20% 17%
No response/ 2% 0% 0% 1%
Total 100% 100% 100% 100%
It is interesting to note that while Budget is not a significant influencing factor in Kabul, where
friend’s opinion seem to be more influential in decision to buy garments, it is significant
consideration in Jalalabad and Mazar.
15%
17%
7%
26%
17%
17% 1%
Afghanistan: Influences in buying garments
My mood when shoppingDiscussions with friends on latest fashionTelevision and movies I watchMy BudgetThe Best deals I can getThe Style/Color/Design that catches my eye in the shopNo response/
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5.21 Consumer buying preferences:
This graph shows a desire for consumers to buy ready-made garments or ready to tailor fabric over
buying fabrics for stitching. The other thing that clearly emerges through the result is that when it comes
to decisions on women’s garments and fabrics, the most important decision maker is the consumer
herself. She is not influenced by anyone other than her friends.
Knowledge about Imported and local garments
Kabul Jalalabad Mazar Afghanistan
Not at all 70% 56% 69% 65% Sometimes 14% 7% 15% 12% No opinion/ don't know 14% 10% 7% 11% I can tell the difference 3% 26% 9% 12% No response 0% 1% 0% 0% Total 100% 100% 100% 100%
Majority of the respondents cannot tell between imported and local garments and fabrics. There
from a marketing communications stand point, Zardozi might want to create a communication
hook of being from Afghanistan.
Ready-to-TailorFabric
Garments Fabrics forstitching
50-50 both someone doesshopping
62% 62%
44% 51%
14%
38% 38%
56% 49%
86%
Preference to buy: Afghansitan
Yes No
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5.22 Style preference by Season:
While in winters the clothing style does not really matter, there is a clear preference for Punjabi
Suits during summers. This could also be because; summer-time Afghan families like to do
picnics and other outdoor activities. Zardozi should have a big summer collection influenced by
the Punjabi Suit style.
Base tables for Style preferences in winters and summers:
Style preference winter Kabul Jalalabad Mazar Afghanistan
Traditional afghan clothes 3% 16% 25% 14%
Western style clothes 43% 3% 37% 29%
Punjabi Suits 20% 28% 15% 21%
Doesn't matter 35% 53% 22% 36%
Total 100% 100% 100% 100%
Style preferences for summers
Kabul Jalalabad Mazar Afghanistan
Traditional afghan clothes 6% 7% 14% 9%
Western style clothes 8% 1% 13% 7%
Punjabi Suits 76% 81% 60% 73%
Doesn't matter 11% 10% 13% 11%
Total 100% 100% 100% 100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Traditional afghanclothes
Western styleclothes
Punjabi Suits Doesn't matter
14%
29% 21%
36%
9% 7%
73%
11%
Afghanistan: Style preference by season
Winter Summer
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5.23 Style preference for Special occasions/Working clothes/Home
clothes
Preferred style for weddings/special occasions Kabul Jalalabad Mazar Afghanistan
Traditional Afghan style-embellishments 16% 58% 26% 31%
Western Style - heavy embellishments 7% 5% 33% 14%
Western Style Simple with light or no embroidery.
44% 25% 28% 33%
Styles in current Fashion in India 1% 9% 5% 4%
Styles in current Fashion in Iran 32% 4% 9% 16%
No response 1% 0% 0% 0%
Total 100% 100% 100% 100%
Women in Jalalabad prefer a traditional Afghan style with heavy embellishments, which also
points to Jalalabad being a conservative market compared to Kabul and Mazar.
Preferred Style while working or going to study Kabul Jalalabad Mazar Afghanistan
Practical and comfortable Western style 3% 14% 1% 6%
Practical and comfortable traditional Afghan clothes
12% 5% 1% 7%
Practical and comfortable clothes from Pakistan 1% 0% 1% 1%
Practical and comfortable clothes from India 41% 3% 31% 26%
Practical and comfortable clothes from Iran 12% 23% 1% 12%
None of the above I wear what I feel like that day
0% 0% 0% 0%
No response 33% 55% 64% 49%
Total 100% 100% 100% 100%
A lot of respondents did not answer this question, indicating that a high percentage of them
don’t have any opinion on their preferred style, of those 51% that did answer, their preference
seems to be Indian style of clothes or Pakistani style of clothes.
Style preference while at home Kabul Jalalabad Mazar Afghanistan
Practical and comfortable Western Style 18% 9% 28% 18%
Practical and comfortable Afghan clothes 5% 51% 23% 24%
Practical and comfortable Pakistan clothes
4% 7% 2% 4%
Practical and comfortable India clothes 1% 4% 3% 3%
Practical and comfortable Iran clothes 59% 11% 15% 31%
None of the above I wear what I feel like 1% 1% 0% 1%
No response 14% 18% 29% 19%
Total 100% 100% 100% 100%
Most respondents in Kabul especially prefer the Iranian style, where are in Jalalabad they prefer
the Afghan style.
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5.24 Key decision maker for clothes purchase in the family
In cases where the family is a joint family, the key decision maker tends to be the mother, when
it comes to buying clothes for the kids.
Base table:
Key Decision maker while buying clothes in the family for kids
Kabul Jalalabad Mazar Afghanistan
Father 10% 17% 29% 17%
Mother 77% 61% 52% 65%
Mother-in-law 3% 11% 2% 5%
Father-in-law 2% 0% 0% 1%
None of them 1% 3% 5% 3%
No response 7% 8% 12% 8%
Total 100% 100% 100% 100%
5.25 Children’s clothes buying behavior:
Type of clothes preferred for Kids
Kabul Jalalabad Mazar Afghanistan
Traditional Afghan 34% 68% 44% 47%
Modern Western 60% 24% 45% 45%
No response 6% 8% 12% 8%
Total 100% 100% 100% 100%
17%
65%
5% 1% 3%
8%
0%
10%
20%
30%
40%
50%
60%
70%
Key Decision maker in family while buying clothes for kids: Afghansitan
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Traditional Afghan clothes are preferred more in Jalalabad, where as in Kabul modern western
clothes are preferred. In Mazar, there is an equal split between the two.
Type of clothes preferred for Kids during special occasions
Kabul Jalalabad Mazar Afghanistan
Traditional Afghan 13% 54% 19% 27%
Modern Western 80% 38% 69% 65%
No response 7% 8% 12% 8%
Total 100% 100% 100% 100%
During special occasions both in Mazar and Kabul western clothes are preferred, whereas in
Jalalabad it is the traditional Afghan clothes that are preferred.
On the important considerations while buying Children’s clothes, four dimensions were taken.
The ideal score is 5 for Agree Completely. From the above radar map, we can see that comfort
and practicality are the most important dimensions for parents while buying children’s clothes.
Again to underscore the price sensitivity of the market, the fourth dimension of “Budget being
not important” a lot of people’s opinion is that it is important. Zardozi is recommended to do
special focus groups and trials while making the Children’s clothes collections to test these two
dimensions along with the appropriate price points to cater to.
2.79
4.45
4.30
2.77 0.00
1.00
2.00
3.00
4.00
5.00Importance of Budget
Comfort & pacticality
Best Deals
The right clothes
Important considerations when buying Children's clothes
Kabul Jalalabad Mazar Afghanistan
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5.26 The most important factor when buying a Fabric:
The pattern and design, followed by the season are the two most important factors while buying
a Fabric.
Base table:
Most important factor while buying Fabric
Kabul Jalalabad Mazar Afghanistan
The cost 12% 29% 7% 15%
Material and Notions 13% 15% 19% 15%
The pattern and design 23% 17% 43% 27%
The season 24% 15% 15% 19%
The source 9% 5% 4% 6%
The quality of tailor 16% 14% 9% 13%
The color 5% 5% 2% 4%
Convenience 0% 0% 0% 0%
Total 100% 100% 100% 100%
16%
15%
27%
19%
6%
13% 4% 0%
Afghanistan: Most important factor when buying a fabric
The cost Material and Notions The pattern and design
The season The source The quality of tailor
The color Convenience
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5.27 Multi Dimension scaling for garments- consumer attitudes
towards garments:
If 5 is the ideal point, we can see clearly from the above radar map that the three most important
factors for women in Afghanistan, while wearing a new garment are:
a. Makes them feel confident and good about themselves.
b. Comfort is an important factor.
c. The new garment should be up with the latest fashion.
d. And should make them look pretty.
Again as before, women are looking for value for money, hence they do mind spending extra for
the new garment.
Radar maps for the 3 cities of garments:
0.00
1.00
2.00
3.00
4.00
5.00
Wearing new garmentgives confidence/feels
good
New Garment forcomfort
To keep up with latestfashion
Makes me look prettyEveryone is wearing the
same hence me
Got a great deal for anew garment
Don’t mind spending extra for the right type
Afghanistan: Multi-dimensions for garments
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0.00
1.00
2.00
3.00
4.00
5.00
Wearing newgarment gives
confidence/feels…
New Garment forcomfort
To keep up withlatest fashion
Makes me lookpretty
Everyone is wearingthe same hence me
Got a great deal fora new garment
Don’t mind spending extra for
the right type
Kabul
0.00
1.00
2.00
3.00
4.00
5.00
Wearing newgarment gives…
New Garment forcomfort
To keep up withlatest fashion
Makes me lookpretty
Everyone is wearingthe same hence me
Got a great deal fora new garment
Don’t mind spending extra for …
Jalalabad
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As we can see, in Kabul, the women do have a tendency to look for good deals when buying a
new garment, more than the national average. Not so in Mazar and Jalalabad.
5.28 Concept card test: SET-A
Respondents were shown the following concept cards to take their opinions in SET-A:
0.00
1.00
2.00
3.00
4.00
5.00
Wearing newgarment gives
confidence/feels…
New Garment forcomfort
To keep up withlatest fashion
Makes me lookpretty
Everyone is wearingthe same hence me
Got a great deal fora new garment
Don’t mind spending extra for
the right type
Mazar
4.54
4.27
3.97
4.29
3.77
3.71
4.01
3.82
3.92
3.34
3.69
3.68
Kabul
Jalalabad
Mazar
Afghanistan
1 1.5 2 2.5 3 3.5 4 4.5 5
1: I love the Design, 2: I just like it, 3:Doesn't impress me, 4:I dislike it, 5: I totally dislike it.
Set-A: Concept Card results
Pic-3
Pic-2
Pic-1
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Set-A PIC-3
PIC-1 was the most popular in all the cities, except for Mazar, where Pic-2 was favored.
Following tables illustrate the price points the respondents were willing to pay for each of the
Pics in the Set-A shown above:
0%10%20%30%40%50%60%70%80%90%
88%
10% 2% 0%
78%
18%
3% 0%
88%
8% 4% 0%
Afghanistan: price points to pay for concept card style
Pic-1 Pic-2 Pic-3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Afa 1000- 2000
Afa 2001-5000
Afa 5001-10000
Noresponse
93%
6% 1% 0%
92%
7% 1% 0%
97%
1% 2% 0%
Mazar: Price points to pay for concept card style
Pic-1 Pic-2 Pic-3
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It is interesting to note here, that while for Pic-1: the coat the price range customers are willing
to pay is between Afa 1,000- 2,000 range, for the Korti Daman, there is a certain percentage,
especially in Kabul (31%) who are willing to pay between Afa 2,000- 5,000.
While in Mazar a lot of people liked the Korti Daman, however they are not willing to pay more
than Afa.2,000 for the same. It is suggested that with a good marketing and quality product
Zardozi can price the Coat (Pic-1) and Shirt (Pic-3) around the Afa.2,500 price range and the
Korti Daman at around Afa.4,000 range.
5.29 Concept Card test- Set-B: In the Concept Card Set-B following were the pictures shown to the respondents to take their
view on the dimensions of cut, style, overall look, contemporary look, like/dislike of the pictures:
Set-B PIC-1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Afa 1000- 2000
Afa2001-5000
Afa5001-10000
Noresponse
91%
9% 1% 0%
83%
13% 3% 1%
83%
11% 5% 1%
Jalalabad:price points to pay for concept card style
Pic-1 Pic-2 Pic-3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Afa 1000- 2000
Afa2001-5000
Afa5001-10000
Noresponse
83%
15%
3% 0%
65%
31%
5% 0%
84%
11% 6%
0%
Kabul: price points to pay for concept card style
Pic-1 Pic-2 Pic-3
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It is interesting to note that Pic-2, which is the Korti Daman was liked by the respondents, where are Pic-
1 Maxi skirt was not liked at all with high points for the dimension “will never wear this” and “style is
outdated’.
6. Consumer Research Key Findings by Segment The main aim in this section is the find out consumer behavior trends and attitudes by
segments. As per research plan, the 3 significant Women segment that were researched were,
Formally Employed women, Young women (students or staying at home), and Middle Age
women over the age of 30 years mostly not working or working from home. The key results are
as follows:
6.1 Segment wise Age Distribution: The respondents’ age grouping is as follows:
0.00
1.00
2.00
3.00
4.00
5.00Like the style
Like the cut
Like theoverall design
Style isoutdated
will neverwear this
Afghanistan: Concept Card set-B dimensions comparison
Set-B: Pic-1
Set-B: Pic-2
Set-B: Pic-3
1% 2%
22% 27%
21% 14% 15%
11%
28%
41%
18%
1% 1% 0% 1% 0% 0% 5%
25%
34% 35%
<18 18-20 21-25 26-30 31-35 36-40 >40
Segment wise Age Distribution
Formally Employed Young Middle age
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From the above chart we can see that the Formally Employed segment is well distributed in the
over 30 age group as per the research brief, the same pattern follows for the Middle age group.
Young women were taken to be 30 years or less.
6.2 Segment wise marital status and ethnic grouping:
6.3 Other Demographic patterns by segment: Profession:
Profession Formally Employed
Young Middle Age
Total
I stay at home 0 65 150 215
I am employed 200 3 0 203
59%
37%
4% 0%
32%
66%
1% 1%
80%
4% 16%
0%
Segmentwise Marital status
Formally Working Young Middle Age
27%
60%
4% 7%
2% 2%
32%
54%
4% 3% 3% 4%
23%
67%
4% 4% 2% 1%
Pashtun Tajik Uzbek Hazara Others Refused
Segmentwise Ethnic grouping
Formally Employed Young Middle Age
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I am a student 0 82 0 82
Total 200 150 150 500
Nature of Formally Employed women’s work:
Family Size by segment:
It is interesting to note that 75% of Middle age Segment has a large family size- 6 people or
above, where as 72% of Formally Employed Segment has family size less than 6. This patterns
also reflects in the Education profile shown in the graph below. However when referring to the
point 5.6 page 9 of this report, the regional literacy profile is fairly consistent across the cities,
therefor the assumption of Kabul being bigger than the other two cities, therefore having more
14%
77%
8% 1%
Formally Employed women's nature of employment
NGOs/ UN Government Private companies No response
0% 10% 20% 30% 40% 50%
1-2
3-5
6-8
>8
3%
31%
41%
26%
4%
31%
35%
29%
1%
24%
33%
42%
Segmentwise family size
Middle Age Young Fomally Employed
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formally employed or literate women does not hold good. The family size and literacy levels
between Middle-Age and Formally Employed are a significant insight for Zardozi.
A large percent of Middle Age segment refused to tell their education level (we can safely
assume that these are illiterate women who don’t want to reveal that they don’t have any formal
education), where as those that did reveal only 2% went up till university vis-à-vis 51% of
Formally Employed segment.
The Family size and Literacy profile of the women is significant to Zardozi, as the most attractive
segment for them to launch their domestic Clothes collection becomes Formally Employed
Women Segment, who have smaller Family Size, therefore higher disposable income and
higher education level, therefore the ability to be early adopters in the Product Life Cycle.
0% 10% 20% 30% 40% 50% 60%
No formal Education
1 to 6 Grade
7-9 Grade
10-12 Grade
University
Refused
No response
1%
2%
2%
44%
51%
2%
0%
1%
6%
13%
37%
21%
21%
2%
3%
15%
12%
11%
2%
58%
0%
Literacy levels by segment
Middle Age Young Formally Employed
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6.4 Most recently purchased Garments and Fabrics:
Again it is interesting to note the diversity of garments purchased by the Formally Employed and
Young segment versus the Middle Age Segment, whose most significant recent garment
purchase was a Traditional Event’s wear.
0%
10%
20%
30%
40%
50%
60%
70%
Traditio
nal e
ven
t's wear
Sum
me
r Everyday w
ear
Win
ter eve
yday w
ear
Sum
me
r Office/P
rofe
ssion
alw
ear
Win
ter Office/P
rofessio
nal
wear
Girl's trad
ition
al cloth
ing (Eid
,N
awro
z, we
dd
ings)
An
y oth
er
46%
3% 9%
23% 19%
2% 0%
48%
1%
30%
7% 5% 10%
0%
63%
5%
29%
2% 1% 1% 1%
Segmentwise most recent garment purchased
Formally Employed Young Middle Age
19%
7%
18%
26%
1% 2% 5%
2% 4%
7% 3%
2% 1% 2% 0% 1% 0%
15% 13%
30%
16%
4% 2% 1% 0%
7% 7%
3% 1% 0% 1% 0% 0% 0%
6%
15%
37%
20%
2% 1% 1% 2%
7% 4%
1% 0% 1% 1% 1% 0% 1%
0%5%
10%15%20%25%30%35%40%
Segmentwise latest fabric purchase
Formally Employed Young Middle Age
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The Formally Employed segment tends to buy more diverse range of Fabrics- Nakhi, Kashi,
Bakhmal and Pashme and so do the Young segment. In the case of the Middle Age segment,
they preferred to buy Bakhmal more than any other fabric.
6.5 Time since last purchase of garments and fabrics:
8% 11%
25% 25%
10%
23%
0%
9% 10%
34% 27%
15%
7% 0%
0%
10%
20%
30%
40%
1 weekago
2 weeksago
1 monthago
3 monthsago
6 monthsago
1 yearago ormore
Noresponse
Formally Employed segment
Time since last garment purchase Time since last Fabric Purchase
5%
13%
31% 31%
12% 9%
0% 7%
15%
29% 22%
18%
9%
0% 0%
10%
20%
30%
40%
1 weekago
2 weeksago
1 monthago
3 monthsago
6 monthsago
1 yearago ormore
Noresponse
Young Segment
Time since last garment purchase Time since last Fabric Purchase
1%
9%
18%
25%
19%
28%
0%
6%
13%
25% 27%
18%
11%
1% 0%
5%
10%
15%
20%
25%
30%
1 weekago
2 weeksago
1 monthago
3 monthsago
6 monthsago
1 yearago ormore
Noresponse
Middle age segment
Time since last garment purchase Time since last Fabric Purchase
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 43 of 68
Segmented graphs above throw some interesting observations:
Garments are tending to be bought over a longer period of time vis-à-vis fabrics, which tend to
be bought quicker. Within the three segments, Middle Age segment bought their last garment
(47%) 6 months or before, whereas 50% of Formally Employed women bought a garment within
1-3 month range and another 11% two weeks ago. A significant number of Young Segment
62% bought their garments, like the Formally Employed segment in the last 1-3 months.
However, when it comes to Fabric purchase across segments a significant number of
respondents bought Fabric in the last 1-3 month range. (Formally Employed: 61%, Young:51%,
Middle Age:52%)
This could also be because traditionally it is cheaper to buy fabric and get it stitched than buy a
readymade garment. This is an interesting point, which Zardozi might like to probe further
before launching its collection to determine the right price points or develop a strategy to provide
significant value for money Clothes that help in changing this behavior.
6.6 Segmentwise preferred place and buying habit to purchase garments
and fabrics:
Preferred Place to buy Garment and Fabric
Formally Employed Young Middle Age
Garment Fabric Garment Fabric Garment Fabric
From the neighborhood 11% 7% 9% 5% 7% 5%
From the main city market 89% 92% 84% 84% 90% 92%
I ask the men in house buy for me 0% 1% 7% 9% 2% 2%
others 0% 0% 0% 1% 1% 1%
Total 100% 100% 100% 100% 100% 100%
Across segments whether it’s garment or fabric, women like to visit the main shopping area
known for selling clothes to make their purchase.
Buying habits for purchase of Garment and Fabric
Formally Employed Young Middle Age
Garment Fabric Garment Fabric Garment Fabric
almost always buy from the same Shop
5% 9% 5% 4% 2% 3%
I buy wherever I get the best deal/price
89% 85% 77% 81% 87% 90%
Buying from a shop is less important than the market
7% 7% 13% 9% 9% 5%
I never go to shops and Markets to buy (someone else in the family does)
0% 0% 5% 6% 2% 2%
Total 100% 100% 100% 100% 100% 100%
Again across segments getting “the best deal” whether it is a garment or a fabric is a huge
driver to the purchase decision. However there is a segment within the youth for whom the
market for buying a garment is more important than the shop they buy the product from.
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 44 of 68
6.7 Perceived frequency of purchase of garments:
If special occasions then which one
Formally Employed
Young Middle Age
Nawroz 2% 6% 1%
Eid 13% 16% 17%
To go to family wedding 74% 44% 72%
When going on holiday 5% 3% 0%
Others 6% 25% 10%
No response/ Blank 0% 6% 0%
Total 100% 100% 100%
Family Wedding and Family special occasions are the most important factors for purchase of a
garment. However amongst the young segment that is not the only reason to purchase new
garment.
1%
11%
27%
21%
9%
31%
1%
9%
31%
21%
17%
21%
0% 2%
17% 17% 17%
47%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Evey weeek Once amonth
Once in 3months
Once in 6months
Once a year Definitely onspecial
occasions
Segmentwise: frequency of purchase of garments
Formally Employed Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 45 of 68
6.8 Perceived frequency of purchase for garments:
Again the Middle age segment tends to buy fabric not as frequently the other two segments. Of
the 13% respondents who purchased a Fabric for special occasion, following was the reason to
purchase:
What special occasion is Fabric bought
Formally Employed Young Middle Age
Nawroz 0% 14% 14%
Eid 21% 29% 38%
To go to family wedding 65% 29% 29%
When going on holiday 9% 14% 0%
Other 3% 14% 19%
No response 3% 0% 0%
Total 100% 100% 100%
1%
15%
32% 32%
7%
15%
0%
12%
34% 36%
9% 9%
0%
7%
25%
46%
7%
14%
0%
10%
20%
30%
40%
50%
Every week Once amonth
Once a 3months
Once a 6months
Once a year Definitly onspecial
occassions
Segmentwise: frequency of purchase of fabric
Formally employed Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 46 of 68
6.9 Budget for purchase of Garments and Fabric:
Across segments there is a tendency to keep a bigger budget for garments and a smaller
budget for Fabric.
0%5%
10%15%20%25%30%35%40%
Do
n’t kn
ow
, do
n’t
care
bu
dget o
f <A
fa1
,00
0
bu
dget o
f <A
fa2
,00
0
bu
dget o
f <A
fa5
,00
0
a bu
dge
t of <A
fa7
,50
0
a bu
dge
t of <A
fa1
0,0
00
My b
ud
get
defin
itely exceeds
AFA
10
,00
0
No
respo
nse
31% 27% 27%
5% 8%
2% 2% 0%
37% 17% 32%
7% 4% 2% 1% 1%
37%
30% 29%
3% 1% 1% 0% 0%
Budget for Garments
Formally Employed Young Middle Age
0%
10%
20%
30%
40%
50%
60%
Do
n’t kn
ow
, do
n’t care
bu
dget o
f <A
fa 1,0
00
bu
dget o
f <A
fa 2,0
00
bu
dge
t of <A
fa 5,0
00
a bu
dge
t of <A
fa 7,5
00
a bu
dge
t of <A
fa 10
,00
0
defin
itely exce
eds A
FA1
0,0
00
No
respo
nse
44% 39%
9% 8% 2% 0% 0% 0%
57%
29%
8% 4% 1% 0% 0% 1%
56%
31%
6% 6% 1% 0% 0% 0%
Budget for Fabric
Formally Employed Young Middle age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 47 of 68
6.10 Segmentwise Budget for purchase of clothes during Eid/Nawroz:
We can see that across segments, there is tendency to spend low during Eid, however when it comes to
Nawroz, there is a tendency to spend extra money to buy new clothes. This is a very important point to
consider by Zardozi, they should have a Nawroz collection by the time next Nawroz is celebrated.
34% 21%
8% 1%
37%
29%
20%
5% 3%
43%
39%
12%
4% 1%
45%
Afa 0-1000 Afa 1001- 3000 Afa 3001-5000 Afa 5001-10000 Afa > 10000
Budget for Eid clothes
Formally Employed Young Middle Age
17% 11% 2% 2%
69% 23% 11%
3% 1%
61%
32%
6% 1% 1%
60%
Afa 0-1000 Afa 1001- 3000 Afa 3001-5000 Afa 5001-10000 Afa > 10000
Budget for Nawroz
Formally Employed Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 48 of 68
6.11 Budget kept for Summer and Winter clothes:
It is interesting to note that the formally employed women tend to be more cost conscious when it
comes to buying summer or winter wear. Zardozi needs to look at two price ranges for its Summer and
Winter collection. One range should be from Afa-1,000 to Afa-4,000 and one premium range which is
from Afa- 9,000 and above.
6.12 Fabric Stitching behavior: If the Fabric is stitched by self or not-
38% 21%
10% 5% 27%
0%
25%
27%
10% 3%
35%
1%
35%
17%
7%
0%
42%
0%
Afa 0-1000 Afa 1001-3000
Afa 3001-5000
Afa 5001-10000
Afa > 10000 No Response
Budget kept for winter clothes
Formally Employed Young Middle Age
28% 33% 9% 4%
28%
0%
18% 29%
15% 1%
37%
0%
27%
24%
4%
1%
45%
0%
Afa 0-1000 Afa 1001-3000
Afa 3001-5000
Afa 5001-10000
Afa > 10000 No Response
Budget kept for Summer clothes
Formally Employed Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 49 of 68
Across segments the fabrics are stitched by Tailors.
Prices for stitching Fabric Formally Employed
Young Middle Age Total
I pay about Afa 100 1% 2% 2% 1%
Between Afa 101-250 16% 22% 30% 22%
251-500 46% 46% 54% 49%
501-750 26% 21% 11% 20%
751-1000 7% 7% 1% 5%
>1000 4% 3% 1% 3%
Formally Employed
Young
Middle Age
15%
21%
28%
85%
79%
71%
0%
0%
1%
Segmentwise: if Fabric stitched by self
No response No Yes
Formally Employed
Young
Middle Age
84%
86%
83%
16%
14%
16%
0%
0%
1%
Segmentwise: if fabric not stictched by self then who?
No response Someone in the family My tailor
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 50 of 68
Total 100% 100% 100% 100%
The Formally Employed segment tends to pay more for stitching than the Middle Age segment.
Time taken to Stitch Formally Employed
Young Middle Age Total
1 day 1% 0% 0% 0%
2 days 5% 10% 3% 6%
1 week 68% 60% 63% 64%
1 month 26% 25% 32% 28%
No response/ Blank 1% 5% 1% 2%
Total 100% 100% 100% 100%
Average time taken for stitching is around 1 week.
Of the respondents who stitched the Fabric themselves, the skill was taught from the mother or
someone in the family. However there is a large section of Middle Age segment, which are self-
taught.
6.13 Purchase intent and influences for buying clothes:
Purchase intent for clothes Ready to tailor fabric
Buy Readymade
garment
Buy Fabric
and Stitch
50-50 both
Someone else buys
for me
Formally Employed Yes 73% 70% 34% 46% 5%
No 27% 30% 66% 55% 96%
Young Yes 63% 61% 40% 53% 22%
50%
3%
23% 17%
7% 0%
31%
6%
25%
6%
19% 13%
24%
0%
36% 31%
10%
0%
My mother My grandmother
Someoneamongst my
relation
I taughtmyself from
I learnt itformally
No response/Blank
Segmentwise: who taught stitiching
Formally Employed Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 51 of 68
No 37% 39% 59% 47% 78%
Middle Age Yes 47% 53% 61% 57% 18%
No 53% 47% 39% 43% 82%
Formally Employed women tend to go for either ready to tailor fabric or purchase garments,
whereas Middle Age segment prefers to buy fabric and get it stitched.
While Budget is an important criterion for selecting clothes across all segments, the Formally
Employed and Young segment, tend to also get influenced by their discussions with friends and
the style/color/design that catches their eye while shopping. However in the case of the Middle
Age segment, the budget and best deals are the most significant influencing factors.
6.14 Style preferences during winters and summers:
18% 18%
10%
20%
14%
20%
2%
12%
22%
10%
23%
15% 18%
0%
13% 11%
1%
37%
25%
11%
1% 0%
5%
10%
15%
20%
25%
30%
35%
40%
My m
oo
d w
he
n I go
sho
pp
ing
The
latest fashio
n th
at Id
iscuss w
ith frie
nd
s
Televisio
n an
d m
ovie
s Iw
atch
My B
ud
get
The
Be
st deals I can
get
The
Style/Co
lor/D
esign
that catch
es my eye in
the sh
op
No
respo
nse
Factors influencing purchase of clothes
Formally Employed Young Middle Age
Traditionalafghanclothes
Westernstyle clothes
Punjabi Suits Doesn'tmatter
8%
42%
18% 33%
10%
28% 21%
41% 25%
13% 25%
36%
Segmentwise style preference for winters
Formally Working Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 52 of 68
While the Formally Employed segment prefers to wear Western style outfits in Winters, in
summers across all segments the preference is for Punjabi suits. These are two clear indicators
for Zardozi to design its style for the two seasons.
6.15 Style preferences segmentwise for Weddings:
While the Formally Employed and Young segment prefers Western Style with light or no
embroidery for weddings, the Middle Age segment prefers the more traditional Afghan style.
Traditionalafghan clothes
Western styleclothes
Punjabi Suits Doesn't matter
6% 9%
76%
10% 3%
9%
75%
12% 18%
3%
66%
13%
Segmentwise style preference for summers
Formally Working Young Middle Age
0%5%
10%15%20%25%30%35%40%45%50%
Traditio
nal A
fghan
style-e
mb
ellish
men
ts
We
stern
Style - h
eavyem
bellish
men
ts
Western
Style Sim
ple
with
light o
r no
emb
roid
ery.
Styles in
curren
tFash
ion
in In
dia
Styles in
curren
tFash
ion
in Iran
No
respo
nse
20% 17%
37%
5%
22%
0%
30%
10%
43%
5% 11%
1%
48%
14% 19%
3%
15%
0%
Segmentwise style preferences for wedding
Formally Employed Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 53 of 68
6.16 Style preference while working or going to school:
Not surprisingly 99% of Middle Age segment did not answer this question, however the Formally
Employed segment prefer style influenced by India when it comes to going to work.
6.17 Style preference when at home:
Formally employed segment prefers to wear clothes influenced by Iran, whereas in the case of
Young segment, its Afghan style and Iranian style for home wear.
0%10%20%30%40%50%60%70%80%90%
100%
Practical an
dco
mfo
rtable W
este
rnstyle
Practical an
dco
mfo
rtable trad
ition
alA
fghan
cloth
es
Practical an
dco
mfo
rtable clo
the
sfro
m P
akistan
Practical an
dco
mfo
rtable clo
the
sfro
m In
dia
Practical an
dco
mfo
rtable clo
the
sfro
m Iran
No
ne o
f the ab
ove
I we
arw
hat I fe
el like th
at day
No
respo
nse
13% 13% 2%
64%
9% 0% 0% 1% 5% 1%
23%
5% 0%
63%
1% 0% 1% 0% 0% 0%
99%
Style preference when going to work or school
Formally Employed Young Middle Age
0%10%20%30%40%50%
Practical an
dco
mfo
rtable
We
stern
Style
Practical an
dco
mfo
rtable
Afgh
an clo
the
s
Practical an
dco
mfo
rtable
Pakistan
…
Practical an
dco
mfo
rtable
Ind
ia cloth
es
Practical an
dco
mfo
rtable
Iran clo
thes
No
ne o
f the
abo
ve I w
earw
hat I fe
el like
No
respo
nse
27% 25%
5% 2%
41%
1% 0%
10%
29%
5% 4%
27%
1%
24% 14%
19%
2% 2%
23%
0%
41%
Segmentwise style preference when at home
Formally Working Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 54 of 68
6.18 Children’s clothes usage and buying behavior:
Both in the case of Formally Employed women and Middle age, the decision on children’s
clothes lie with the Mother in the family.
Father
Mother
Mother-in-law
Father-in-law
None of them
No response
13%
75%
2%
2%
3%
5%
16%
41%
6%
0%
6%
31%
22%
65%
7%
1%
2%
3%
Segmentwise decision maker for Children's clothes
Middle Age Young Formally Employed
38%
43%
56% 57%
25%
42%
5%
31%
3%
Formally Employed Young Middle Age
Segmentwise preference for kids' clothes everyday use
Traditional Afghan Modern Western No response
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 55 of 68
Formally Employed segments prefer to have the kids wear Modern Western outfits both for
everyday us as well as special occasions, whereas the Middle Age segment prefer traditional
outfits for everyday use and western outfits for special occasion for kids.
21% 27%
31%
74%
39%
66%
5%
33%
3%
Formally Employed Young Middle age
Segmentwise preference for kids' clothes on special ocassion
Traditional Afghan Modern Western No response
0.00
1.00
2.00
3.00
4.00
5.00
Budget for kids clothesnot important
Practicality and Comfort
Best Deals
Will go any length to buythe right clothes for
children
Segmentwise important factors for buying children's clothes
Formally Employed Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 56 of 68
Across segments practicality and comfort for children’s clothes is an important factor along with
getting a good deal. The mothers definitely have a budget in mind when buying children’s
clothes and would not spend money to buy premium clothes for the children.
6.19 Important factors when buying Fabric:
Factors influencing the buying of Fabric across segments are the Pattern & Design of the Fabric
and the season. For the Middle Age segment cost is also important. However for the Formally
employed the quality of the tailor is important as well. In the case of the Young Segment
material and notions is an important factor to consider as well.
The source of the Fabric does not seem to play an important role in the buying decision. This is
good for Zardozi as they can build a brand around the theme of being made in Afghanistan.
The
cost
Mate
rial and
No
tion
s
The
patte
rn an
d D
esign
The
seaso
n
The
sou
rce
The
qu
ality of tailo
r
The
colo
r
Co
nven
ien
ce
12%
16%
27%
22%
6%
15%
4%
0%
12%
22%
25%
19%
5%
12%
5%
0%
23%
8%
30%
15%
9%
12%
3%
0%
Segmentwise important factors while buying fabric
Formally Employed Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 57 of 68
6.20 Segmentwise Multi Dimension scaling for garments- consumer
attitudes towards garments:
It is recommended for Zardozi, that when launching its Clothes Collection for the Afghan market,
the company should position its collection as providing Afghan women the confidence and
comfort and making them look pretty. These are relevant dimensions especially for the Formally
Employed and Young segment, which should be the first two segments it should target.
0.00
1.00
2.00
3.00
4.00
5.00
Make me confident andfeel good
Worn for comfort
To keep up with fashion
Makes me look prettyEveryone is wearing the
same so am I
Got a great deal for a newgarment
Don’t mind spending extra
Segmenwise Multi dimension attitudes towards garments
Formally Employed Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 58 of 68
6.21 Segmentwise Concept Card test- Set-A:
The Likert’s scale used for Set-A Concept card was: 1. Totally Dislike the Design, 2. Don’t Like
it, 3. Don’t impress, 4. Just Like it, 5. Love the Design.
The Formally Employed segment and the Young segment liked the Design in Pic-1, whereas
the Middle Age segment liked the Design in Pic-2. These are good indicators for the Zardozi
team to design segment specific clothes collection.
4.50
4.34
3.96
3.80
3.60
4.09
3.75
3.90
3.36
1.00 2.00 3.00 4.00 5.00
Formally Employed
Young
Middle Age
Concept Card Set-A test
Pic-3 Pic-2 Pic-1
Pic-3
Pic-2Pic-1
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 59 of 68
Price willing to pay for Pic-1
Formally Employed
Young Middle Age Total
Afa 1000 - 2000 86% 84% 95% 88%
Afa 2001- 5000 13% 13% 4% 10%
Afa 5001- 10000 2% 3% 1% 2%
Total 100% 100% 100% 100%
Price willing to pay for Pic-2
Formally Employed
Young Middle Age Total
Afa 1000 - 2000 75% 78% 83% 78%
Afa 2001- 5000 21% 19% 15% 18%
Afa 5001- 10000 4% 3% 2% 3%
No response 0% 1% 0% 0%
Total 100% 100% 100% 100%
Price willing to pay for Pic-3
Formally Employed
Young Middle Age Total
Afa 1000 - 2000 89% 83% 91% 88%
Afa 2001- 5000 7% 11% 6% 8%
Afa 5001- 10000 4% 5% 3% 4%
No response 0% 1% 0% 0%
Total 100% 100% 100% 100%
As is evident from the above three tables, the price range respondents across the segment
were willing to pay for was between Afa 1000-2000. However some were will to pay between
Afa.2001-5000 for the Korti Daman. Some of the Young segment was also willing to pay higher
Price for Pic-3 which was the Blue Top.
6.22 Concept Card test for Set-B:
Picture-1
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 60 of 68
It is evident that the Maxi Style of dressing is not preferred across all segments, especially by
the Middle Age segment.
Pic-2
0.00
1.00
2.00
3.00
4.00
5.00I like the style
I like the cut
like the over all design
Style is outdated
Concept Card Set-B,Pic-1- style likes/dislikes
Formally Employed Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 61 of 68
While the respondents felt that the Korti Daman Style is not outdated, it is interesting to note
that the Middle Age segment likes this style. However the Young segment definitely does not
like it.
Pic-3
0.00
1.00
2.00
3.00
4.00
5.00Like the Style
Like the Cut
Like the overall Design
Style is outdated
Concept Card Set-B,Pic-2- style likes/dislikes
Formally Employed Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 62 of 68
As can be seen, none of the segments liked the Panjabi Style with pink color. This could
however the Young segment liked it better than the other two segments.
7. Retailer/Wholesaler/Distribution Survey Key Findings: Along with the Consumer Survey, a parallel survey was conducted with the Trade, which
included Retailers (Tailors included), Wholesalers/Distributor and Wholesaler+Retailer groups.
Total sample was 210 respondents from Kabul.
It was difficult to gauge their turnover as most of the Channel members were reluctant to share
that information. However the Channel Survey did give some interesting results, which are as
follows:
7.1 Numbers of years the respondents have been in business:
Number of years in business
Retail Shop
Wholesale shop
Retail+Wholesale Total
1-5 46 3 17 66
6-10 38 7 13 58
11-15 21 4 3 28
1.00
2.00
3.00
4.00
5.00Like the style
I like the Cut
Overall Design is great
Style is outdated
Concept Card Set-B,Pic-3- style likes/dislikes
Formally Employed Young Middle Age
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 63 of 68
16-20 18 3 3 24
>20 17 9 6 32
No response 2 0 0 2
Total 142 26 42 210
59% of the respondents have been in business between 1-10 years, showing the time since the
new government came there has been a growth in the business.
7.2 Type of business, Annual turnover estimates and size of staff kept:
Type of Intermediary Retail Wholesale Retail+Wholesale Total
Deals in Garments only
57 4 6 67
Deals in Fabric only 4 3 4 11
Deals in Garments+Fabric
12 1 7 20
No response 69 18 25 112
Total 142 26 42 210
Annual Turnover in Afa Retail Wholesale Retail+Wholesale
0-100,000 48 10 6
100,001-500,000 69 4 25
500,001-1,000,000 17 5 5
1,000,001-1,500,000 3 3 6
1,500,001-2,000,000 1 1 0
>2,000,000 3 3 0
141 26 42
Staff employed in business
Retail Wholesaler Retail+Wholesale Total
1 18 4 10 32
2 63 6 10 79
3 25 10 10 45
4 13 4 6 23
5 9 1 4 14
6 7 1 1 9
9 2 0 0 2
12 2 0 0 2
13 0 0 1 1
43 1 0 0 1
No response/ blank 2 0 0 2
Total 142 26 42 210
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 64 of 68
The average staff size is between the ranges of 1-4 employees across all segments.
7.3 Source cities and countries for Garments and Fabric purchases by
Channel intermediaries:
While a lot of sourcing is done in Kabul and Mazar, it is interesting to note that Wholesalers and
those that are into wholesale+retail source garments from China and India more than Pakistan.
0%10%20%30%40%50%60%70%80%
Source cities for garments
Retail Wholesale Retail+Wholesale
20% 26% 30%
5% 12% 3% 2% 1% 0% 1%
50% 25% 13%
13% 0% 0% 0% 0% 0% 0%
8% 24% 36%
12% 12%
0% 0% 4% 4% 0%
Source Countries for garments
Retail Wholesale Retail+Wholesale
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 65 of 68
However in the case of Fabrics, the Channel intermediaries prefer to source their Fabrics from
Pakistan, China or Korea, if not from Afghanistan. It is interesting to note that there is a lot of
Korean Fabric imported to Afghanistan, this will show up in a later section on Types of Fabrics
customers buy.
8% 5% 3% 0% 11%
21% 11%
24% 8% 3% 3% 0% 3% 3%
8% 0% 8%
4%
25% 4% 13%
25%
13%
0% 0% 0% 0% 0%
4%
0%
11%
0%
7%
0% 14%
57%
4%
0% 0% 4% 0% 0%
Source cities for Fabric
Retail Wholesale Retail+Wholesale
27% 15% 12% 5% 2% 8%
31%
32%
24% 7%
2% 2% 7%
24%
3%
6%
4% 6% 20%
18%
41%
Source countries for Fabrics
Retail Wholesale Retail+Wholesale
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 66 of 68
7.4 Average customers serviced per month:
A Wholesaler or a Retailer on an average services 100-500 customers per month.
7.5 Stocking and Warehousing:
Do you stock in a warehouse
Retail Wholesale Retail+Wholesale Total
Yes 13% 62% 26% 22%
No 72% 38% 74% 68%
No response/ blank 15% 0% 0% 10%
Total 100% 100% 100% 100%
As is expected most of the Wholesalers/Distributors have a warehousing facility, but the
retailers or retail+wholesalers use their own shop for stocking. This is a key finding for Zardozi
and it is suggested then when appointing Distributors and Retailers for its entry into the Afghan
Market, Zardozi may want to carry a more detailed study on the quantity and distance of the
warehousing facility and may want the channel intermediary to carry a certain committed stock
of its Clothes Collections in the Warehouse or Stocking place all the time.
16%
15%
52%
11% 6%
Approx customers serviced in a month
1-50 51-100 101-500 >500 No response
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 67 of 68
7.6 Fast moving Garments and Fabrics in the channel:
Punjabi Suits and Anarkali seem to be the fastest moving garments according to the channel
members.
In the case of Fabrics- Bakhmal, Gach, Cotton and Velvet are the fast moving Fabrics, the
popularity of Bakhmal and Gach, comes out even in the Consumer survey. Zardozi needs to
look at these two fabrics to be used extensively in its collection.
0%10%20%30%40%50%60%70%
Afg
han
i
An
arka
li
Blo
use
Blo
use
Ski
rt
Bu
ff C
loth
es
Ch
apan
Dri
shy
Tifl
ana
Do
ub
le S
alah
e
Gh
and
h A
fgh
ane
Gu
jrat
i
Hin
di/
Pu
nja
bi
Ko
rti/
Jack
et
Dam
an
Jum
per
Pan
ts
Jean
s/Ts
hir
t
Skir
ts
Lon
g Sh
irt/
Shir
ts
Max
i
Pan
ts
Pan
ts&
Shir
ts
Par
ahan
Ko
ta
Sari
Dam
n In
dia
n
Sarp
atlo
ny
Shar
ara
Spe
cial
Occ
asio
n
Ban
aras
i
Sar
Pat
lon
y
Sin
dh
i Lib
as
Thir
pal
Sal
ahe
Sad
a sa
lah
i
0% 0% 15%
8% 0% 8%
31%
15% 8% 0% 8%
0% 0% 0% 0% 0%
0% 0% 0% 8% 0% 0% 3%
22% 0%
3% 6% 9%
19%
0%
3%
0% 6% 0%
0% 0% 3% 0%
16%
0% 3% 0%
6%
0% 0%
Fast moving Garments in the Trade
Retail Wholesale Retail+Wholesale
0%
10%
20%
30%
40%
50%
60%
Ab
rash
om
/Gac
h/K
ore
a…
Bal
fid
Co
tto
n/Z
ari
Fako
ra
Gan
dh
Afg
han
i
Jum
par
/Ju
mp
er D
aman
Kas
hi
Ko
rti D
aman
Lailo
mat
am
Mal
mal
Sati
n
wo
ol
Biz
o
Kh
ush
bu
Pas
hm
i
Pai
rhan
Meh
fili
16%
1% 1% 10%
0% 0% 3% 1% 1% 4% 2% 1% 6% 10% 15% 2% 1% 2% 0%
15% 2% 1% 5% 2% 1% 1% 0% 1% 0% 0% 1%
12%
0% 2%
17%
0% 0% 0% 5% 0% 3%
0% 2%
14%
26%
0%
3% 2% 0% 3%
0%
0% 0% 3% 5% 0% 0% 2% 0% 2% 2% 0%
9%
0%
14%
9%
1% 2% 0%
17%
0% 0%
0% 1%
3%
16%
0%
1% 1% 0% 1%
2%
2% 0%
5% 13%
0% 0% 0% 0% 2% 0% 0%
Fast moving Fabrics in the Trade
Retail Wholesale Retail+Wholesale
Confidential ADS Network-Kabul, Afghanistan April 16, 2011
Page 68 of 68
Whether it is a garment or a fabric, the two biggest drivers as far as the channel perception
goes are Fashion and Quality.
16%
14%
3% 51%
3% 13%
reasons for the fastmoving items
Quality Season Culture Fashion Design/Style Special occasions