IMPACT OF RETAIL BRAND EXPERIENCE ON CONSUMER'S CONTINUOUS PURCHASE INTENTION IN THE APPAREL SECTOR IN THE CITY OF KARACHI

Abstract

Overview: Apparel retailers have gradually realized that attracting people to their stores requires offering a retail brand experience that meets or surpasses consumers' expectations. Customer satisfaction in traditional retail contexts must not go unnoticed. The store defaults have now progressed into a “retail interactive theatre” depicting which consumers have a good time shopping in cinder block stores. They do so by organizing occurrences, offering free samples, and giving the best consultations before purchasing due to the customers' requirements or budgets. Purpose: The purpose ofthis study is to examine the effect of brand name influence, customer billing, order and application media impression, point of sales assistance, forms, mass salesperson recommendations, emotional event experience/event marketing, and brand stories connectedness on customer purchase intention among the consumers ofretail supermarkets in Karachi. Methodology: The study has used quantitative-deductive approach and correlational method as study design. 323 responses have been collected from the consumers of retail brands of Karachi using non-probability convenience and purposive sampling technique and a five-point Likert scale questionnaire for data collection. The study has employed Cronbach’s alpha for reliability analysis and multiple regression analysis for hypothesis-testing using SPSS. Findings: The results have shown that brand name influence has a positive but statistically insignificant effect on continuous purchase intention. Customer billing, order and application forms positively affect continuous purchase intention. Mass media impression has a positive but statistically insignificant effect on continuous purchase intention positively affects continuous purchase intention. However, recommendation by a salesperson and emotional event experience/ event marketing has a positive but statistically insignificant effect on continuous purchase intention. Lastly, brand stories connectedness positively affects continuous purchase intention. Limitations: This study exclusively assesses purchase intention ofKarachi based apparel retailers. Also, a five-point Likert scal was employed for data collection that would not provide precise considerations. Moreover, only non-probability purposive sampling was employed to collect the data. Implications: Individuals nowadays evaluate all brands according to their media impression because we live in a culture that is strongly affected by the media. Managers should consider all media planning decisions, including the selection of an appropriate media mix and advertisement targets, since these decisions will help the company achieve its marketing objectives and successfully reach its target audience. Managers should ask their clients when they want to make another purchase and remind them when that moment comes. Managers ought to make suggestions regarding new products based on past purchases.