Factors Affecting the Customer Buying Behavior in Relation to Readymade Garments in Bangladesh

Abstract

Analyzing and understanding the consumers and their behavior is the keystone of success in marketing. It includes all the physical, mental and emotional processes and concerned behavior which are discernible before, during and after each and every purchase of goods and services. This makes us persuasive to appreciate, mention, record and respond to such behavior in case we want to have win-win strategy that matter for marketer and the customer together. The ready-made garment (RMG) industry of Bangladesh started its journey in the late 1970s and became a outstanding contributor in the economy within a short period of time. Ready-made garments manufactured in Bangladesh are divided mainly into two broad categories: woven and knit products. Shirts, T-shirts and trousers are the main woven products and undergarments, socks, stockings, T-shirts, sweaters and other casual and soft garments are the main knit products. For the research purpose, one questionnaire was constructed to collect data from 120 respondents by using random Sampling method. The major findings of this study show that Consumer Buying Beha- vior is influenced by five factors namely price, style, comfort, quality, availability. From the beginning to end of this study an attempt has been made to practically comprehend those emotional or rational appeals, which drive the purchase decision toward the Readymade Garments. Also confident demographic and psychographic profiles have been studied and certain relation has been developed.