Abstract:
The analysis in the underlying research is about identifying the influence of media, social groups and perceived behavioral control on the purchasing behavior and the attitude of the customers in the clothing industry of Pakistan. Therefore, the aims and the objectives were related to identifying the extent of the influence of these factors on the purchasing behavior and attitude of the customers. The issue has been identified as important because it has an important role to play in terms of determining the effectiveness of the marketing strategies and attracting customers in the clothing industry. The analysis in the literature provided a detailed account of the key issues and theories that are relevant with the topic of the current research. The methodology that was applied was quantitative in nature and the data was collected through survey which was analyzed with the help of statistical techniques such as regression and correlation. The overall findings that were derived illustrate that media, social groups and perceived behavioral control have an important role to play in terms of influencing the customer attitude and behavior. However, the findings of the research were limited in the sense that they were entirely based on the use of quantitative data with minimum input of the qualitative findings and understandings
