Abstract:
Purpose
The purpose ofthis study is to investigate the Impact of Brand image, Celebrity Endorsement,
Quality & Price of product on Consumer Purchase Intention in Apparel sector
Methodology & Design
This research is explanatory based study, where the data was collected from primary sources
by using survey questionnaire. The sample size of this study was 384 respondents. Deductive
approach was used for this study. It was quantitative approach of research because the
researcher collects data through questionnaire base and it is cross sectional data because the
researcher collected data from one person i.e. once a time and it is explanatory study.
Findings
The findings revealed that Consumer Purchase Intention is significantly linked with Brand
Image, Celebrity Endorsement, Price of Product, Quality Of Product and the results are
significant with Consumer Purchase Intention.
Limitations & Recommendations
Although the research studies objectives are accomplished but the study carries number of
limitations that can serve as a potential area for future research studies. First of all, study was
carried out in Karachi which is a developing country. One ofthe other constraints includes that
the current study was based on primary studies while in future it can be done on secondary
data. Also, existing study was based on the cross-sectional data while in future, further studies
can be done on longitudinal data. Only variables were use in this study other variables can also
be catered for future studies.
