IMPACT OF BRAND IMAGE, CELEBRITY ENDROSMENT, PRODUCT QUALITY & PRICE ON CONSUMER PURCHASE INTENTION IN APPAREL SECTOR

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.