Abstract:
The research study has focuses on studying the factors affecting purchase decision of millennials in apparel sector of Pakistani twin cities. Brand image, perceived value, consumer citizenship, EWOM, and trust (representing factors) were considered as independent variables. Purchase decision was used as dependent variable. Female millennials associated with apparel sector of Pakistani twin cities were the targeted audience for investigating the relationship between variables mentioned above. Quantitative research method was used, as primary data was collected through adopted structured questionnaire based on 5-Likert scale. The responses were recorded from 300 respondents (female millennials associated with apparel sector of Pakistani twin cities) through convenience sampling technique. Responses recorded were analyzed through statistical tests (such as correlation and regression) by using SPSS Software. With the help of correlation analysis, brand image, perceived value, consumer citizenship, EWOM, and trust were empirically tested with purchase decision and found positive correlation between them. Furthermore, regression analysis has also proved that there exists a significant relationship between brand image, perceived value, consumer citizenship, EWOM, and trust (independent variables) and purchase decision (dependent variable) of millennials in apparel sector of Pakistani twin cities, accepting H1, H2, H3, H4, and H5. Hence, findings of the study has revealed that increase in any of the factors (brand image, perceived value, consumer citizenship, EWOM, and trust) tends to bring a positive change in purchase decision of millennials in apparel sector of Pakistani twin cities.
