TO EXPLORE THE CHANGES IN CONUSMER CULTURE IN THE FASHION INDUSTRY DUE TO GLOZBALIZATION: CASE OF DEBANHAMS PAKISTAN

Abstract

Purpose- The main aim of this research is to conduct a study to analyze the changes in consumer culture that occur due to the impact of globalization however we have limit our study to Debenhams. Debenhams was a huge international chain and has opened its footprints in Pakistan. Methodology/sample- The study involved use of questionnaires filled by 150 respondents and are taken for analysis. To analyze the data, Regression, ANOVA and Correlation tests were applied. Findings- The findings from the research suggest that, there is a significant Influence of Globalization in the Fashion Industry and Its Impact on Buying Behaviour of customers, increasing consumer knowledge and changing consumer attitudes. — Practical Implications- The outcomes of the research might help the local makers and local stores to inculcate the same in their stores so that, hey can take advantage of the changing needs and customer attitudes.