Improving Enem Department Store's Marketing Strategy

The focus of this report is the affluent women’s undergarments and negligee retail market of Lahore. The study analyzes new findings cultivated from primary research designed to address the research gap for consumers within the aforementioned market. These findings give us some insight to purchasing behavior. While it appears that a majority of consumers are not well informed about the product market there are identifiable tendencies that help us target specific demographics. By using these findings and isolating products that are suitable to different demographics we can deliver a desirable product mix and enhance the shopping experience. In the long run this will enable us to build lasting customer relationships and create a unique presence in the niche position for lingerie in the Lahore market.