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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 155) Last page : ( 161)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00024.0

A Study of Factors affecting the level of Consumer's buying behavior for Branded Apparels

Dr. Kumar Pawan1,*,  Kanchan2

1Assistant Professor, Mittal School of Business, Lovely Professional University, Phagwara, Punjab (India)

2Assistant Professor, Government College, Malerkotla, Punjab (India)

*Corresponding Author E-mail: bhupeshmlk@gmail.com, thegreatpk@gmail.com

Online published on 2 June, 2018.


Buying behavior is the psychological, social and economic situation of the consumers to buy branded apparels. Consumer behavior of purchasing branded apparels is liable to change due to many factors. Presently, the nature of fashion industry wheeled on the tract of social media, internet and television which lead to make fast changes in this sector. Branded apparel is an important component of modern fashion industry. Despite developing self-confidence, the branded apparels develop positive attitude and status symbol among users. Keeping this in view, the present study was designed to document the different factors that affecting the level of consumer's buying behavior for branded apparels. The present study was based on primary data and conducted in four main cities namely Ludhiana, Sangrur, Patiala and Chandigarh during the year 2016–17. By using suitable sampling technique, a sample of 400 respondents was selected for the study. The level of buying behavior of the consumer was quantified on the basis of the likert scales assigned by the respondents towards the different parameters of preferring branded apparels. The higher value indicates the higher level of buying behavior and vice-versa. On similar pattern, the score of social factors with respect to branded apparels was worked out. Linear regression analysis revealed that socio-economic factor of the consumer has significant impact on level of consumer's buying behavior and the value of regression coefficient interpret that with one unit improvement in level of socio-economic status the level of consumer's buying would increase by 2.855 times. The results of factors analysis indicated that all 25 factors included in the model were classified into six components which together accounted for 57 per cent of the total variance explained in the sample. The first component (20.249%) occupied the highest share in the total variance under principal component analysis. Under rotated component matrix, the highest i.e. eight factors were loaded in this component. On the basis of the type and nature of factors loaded in the six components, the component 1st, 2nd, 3rd, 4th, 5th and 6th were stated as ‘Social status and product quality’, ‘Social factors’, ‘Economic and convenience factors’, ‘Brand image’, ‘Promotional factor’ and lastly the ‘Price and uniqueness of the product’, respectively. The multiple linear regression analysis concluded that all factors loaded in the six components cited above may be considered as the important factors that are significantly affect the level of consumer's buying behavior towards branded apparels in the study area. Therefore, the fashion industries are recommended to consider these factors into account while framing suitable policy measures to enhance level of consumer's buying behavior towards branded apparels.



Consumer's buying behavior, branded apparels, socio-economic factors, factor analysis, and regression analysis.


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