Abstract
The purpose of this study is to investigate the purchasing power of Pakistani consumers and to recognize the key elements of branding conditions that affect consumers' buying habits against the latest fashion items. The aim of the study is to identify the importance of clothing brands according to demographic factors, including gender, income, age, and education. We applieddescriptive analysis; chi-square and correlation test were used to analyze the collected sample size of 500 surveyed real-time shoppers selected through non-probability convenience sampling bases from 40 different malls and outlets which are selected through randomly. A research questionnaire was prepared to determine the demographic factors and branded clothes preferences that have an impact on Pakistani consumer’s choices.The study concluded that the demographic factor age hasa significant association with preferences of branded clothes. The demographic factors such as gender, income, and education have an insignificant association with preferences of branded clothes. The results revealed that more or less 50% respondent of all age groups agreed that brand is quite important while considering and purchasing clothes. Strong brand preferences of age group between 18-25(17%), followed by 36-45 (14%), 26-35 (13%), 46 years and above almost 10%. The correlation results concluded that the preferences of branded clothes significantly correlates with price and reference group whereas insignificantly relates with retailer efforts and promotional incentives.We further concluded that age is the vital demographic indicator for stitched garment marketers as well as reference group and price must be considered because both variables are positive and significant influences on branded clothes preferences according to our research findings. DOI : 10.7176/IKM/9-6-02 Publication date :June 30 th 2019
Highlights
1.1 Background of the StudyThe Pakistani fashion industry is developing rapidly and is gaining market access for women's clothing brands
The results revealed that more or less 50% respondent of all age groups agreed that brand is quite important while considering and purchasing clothes
The area of the sample was selected from is very narrow, noting of only single metropolitan city Karachi, not taking into account people from a large number of other outlets and stores, and the study results reduce to make a generalization on the whole population
Summary
The Pakistani fashion industry is developing rapidly and is gaining market access for women's clothing brands. This is because women have raised awareness of the use of embroidery clothing. Pakistan is fairly famous for textile materials worldwide. Pakistan is well-known people who usually choose to buy, for example,Warda, Khadi, Chen One, Gul Ahmad, Alkaram Studio, Junaid Jamshed, San Safinaz, Salam, MoosaJee, Nishat, Almirah and Dinner, Uniworth, etc. It is important to find out which demographic variables are the most important or valuable to customers when deciding to buy a branded cloth, so that they can focus on a particular variable more than others to generate more profits and maintain lower marketing costs
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