FACTORS AFFECTING CONSUMERS' PREFERENCE FOR FOREIGN BRANDS OF APPAREL AND ACCESSORIES

Abstract

Purpose - The major aim of this study is to determine the factors which force the consumers to purchase foreign brands of apparel and accessories instead of local ones in Karachi. After conducting this study, we must be able to understand what customers want from a brand and why they prefer foreign brands. This study is also designed to find out the purchase behaviour and attitude of consumers towards branded apparel and accessories. Methodology/Sample - The study involved use of questionnaires filled by 102 respondents. The respondents belonged to different age groups and social classes. To integrate and analyze the data, different tests were applied through SPSS software. Findings - The analysis and comparative results clearly suggested that the factors that influence most for the purchase of foreign brands of apparel and accessories include Price, Quality, Style, Fashion/Trends, Brand Image, and Social Circle. However, factors like Availability, Special Offers and Country of Origin do not affect the consumers’ preferences much. Practical Implications - The outcome of this research may help the foreign apparel firms to better understand Pakistan’s market and will help them to adopt effective strategies for Pakistan’s apparel market