Page 171 - MARSIUM'21 COMP OF PAPER

Key factors of brand awareness of JannahNoe Empire Sdn. Bhd.
4.1.1 Types of customers

“..I think I shop in JannahNoe once a while and have a warehouse sales on that time”. (Participant 1N)
“..I have bought the clothes first time in JannahNoe”. (Participant 2N)

“..first time buy clothing from JannahNoe for me and my kids” (Participant 3N)
“.. first time shopping a cloth from JannahNoe”. (Participant 4N)

Based on this interview, participants 1N, 2N, 3N, and 4N were new customers for JannahNoe for an offline and online
platform. Meanwhile, participant 1N gave feedback for the first time to purchase a product from JannahNoe even though the
participant recognized the brand a long time ago and willing to wait for sales promotion

“ I have bought two times from JannahNoe”. (Participant 1L)
“ I have bought four times from JannahNoe, First purchase was in Raya collection 2021, second time purchase for my
sister, thirdly, buy during defect sale and lastly during warehouse sale”. (Participant t 2L)

The two participants were attracted to repurchase after the first-time purchase. For example, participant 2L had purchased
four times in the same year for her family and herself.

4.1.2 Quality of product

“ Honestly, I feel not very comfortable with the product’s cutting pattern because the design is not loose or tight for me and
I am not satisfied with it. But, the quality of clothes is okay for me, and I think that JannahNoe become popular because of
the branding only.” (Participant 1N)
“For me, I think it is okay. Once I’m wearing the clothes, I feel very comfortable because the quality of the fabric makes me
pleasant to wear. I feel not sweat like wearing cloth with the other brand.” (Participant 1N)

Based on this interview, participant 1N was not satisfied with the cutting patterns of the design which was tight for the
body.

4.1.3 Promotion

“I know! The color of JannahNoe’s logo is turquoise.” (Participant 1N)
“ The words were written JannahNoe (smile)” (Participant 3N)
“What is the color? Hmmm.. I forgot”. (Participant 3N)

Based on the feedback, the participants purchased the product without remembering the brand. This means that the promotion
element is not a key factor for participants 3N and 1L meanwhile the other participants remembered and loved to know the
brand personality as a key factor.

4.1.4 The offline and online platform to purchase the product of JannahNoe

“ I had bought through a walk into JannahNoe’s warehouse because they have a warehouse sale on that time.” (Participant
1N)
“Okay aaa...I think I know where I bought the product of JannahNoe and actually a long time ago I buy it, I‘m actually not
very remember… but I remember now, I purchase the product in the month of Dec 2016 if I’m not mistaken. I shop to Mood
Republic at PWTC and Mood Republic is the first place I’ve started recognizing the brand of JannahNoe on that time.”
(Participant 2N)
“I’d buy through the personal shopper.” (Participant 3N)

Based on the feedback, this interview was concluded that 3 participants purchased the products via the personal shopper.
Meanwhile, another 2 participants had purchased the products by walk-in and through booth event (Mood Republic)
operating in Kuala Lumpur.

4.1.5 Reasonable Price

“I think the other brand also more quality of the fabrics more than JannahNoe. For the price aspect, other
brands are cheaper even though the quality is the same. (Participant 1N)
“If we look at the price element and the quality of the fabric it is very reasonable! So, actually.. the price.. for a pair of baju
kurung, I am not to say that I don’t care about the price, but if the price fit with the quality, I don’t care actually purchasing
with that price.” (Participant 2N)

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