IMPACT OF BRAND IMAGE, PRICE AND QUALITY ON PURCHASING DECISION ON FOREIGN CLOTHING COMPANIES AMONG WORKING ADULTS IN KAZAKHSTAN

Abstract

Customers of imported brand apparel in Kazakhstan are being studied for their purchase habits due to brand image and quality. Purpose of the research . The study's goals were to examine the impact of brand image and quality on consumer behavior. While also looking at how customer behavior affects purchasing choices. Methodology . By its very nature, this was a qualitative investigation. Simple random selection was used to choose a sample of 500 working people in Almaty and Nur-Sultan cities for this study, although only 408 of them took part in the survey as responders. A questionnaire was utilized to obtain data from the study's participants in this study. SPSS was used to analyze the data. Correlation, regression, and SEM were used to verify the hypothesis. Originality / value of the research . Results show that both quality and price influence consumer behavior and purchasing decisions for international apparel firms, whereas brand image has no bearing on the customer's purchase. As a result of customer behavior, it has been shown that purchasing apparel from overseas manufacturers is more likely. Findings . The findings of this research show how customers make purchasing decisions and what the future of the garment business will look like. Aside from understanding current market trends, this study will also help estimate customers’ prospective wants, aspirations, and tendencies.