Fashion effects on customer satisfaction: an analysis of the Pakistani shoe industry

Abstract

The purpose of this paper is to identify the perceptions of Pakistani fashion consumers and variables that have an impact on their satisfaction level. The findings from this study are limited to consumers on the eastern side of Pakistan. A survey was conducted to examine the factors that affect customer satisfaction regarding fashion. Convenience sampling was used and data was collected from three sites. A total of 100 usable questionnaires were collected from Pakistani consumers. Fashion consciousness is rapidly increasing in Pakistan. A key factor behind the purchasing behaviour of people is that they are not compromising on the comfort of shoes, but they want to differentiate themselves from others. This study suggests that the foot wear industry should focus on certain important factors to attract and satisfy young fashion-conscious consumers, and other age groups should also be focused on and engaged. Most of the fashion-related studies have been conducted in developed countries but in developing countries like in Pakistan, this area is barren. Fashion and customer satisfaction have not been utilised to explain consumers’ perceptions. This paper tries to focus on key factors regarding satisfaction level of footwear consumers in the province of Punjab, Pakistan.