Abstract:
Purpose: The main purpose of the study is to find the impact offactors which led the women to purchase
the luxury apparel in Pakistani market. We are going to analysesthe factors led by
Methodology/Sample- The study involved use of questionnaires filled by 200 respondents. The
respondent individuals were females and belonged to different age groups, income levels and
occupations. Data from secondary sources was also collected from Internet, books and articles. For
analysis of data descriptive and inferential analysis was used.
Findings- The analysis of the data collected suggested that Bandwagon factor is the most pressing factor
after the price. Bandwagon is followed by Veblenism, and therefore these three remain the most
prominent factors in the purchase of luxury brand apparel in Pakistani women.
Practical Implications- The outcomes tends to define how the market responds to various cues, under
this study it was found out that the followership is one of the most pressing factor and therefore it is
suggested to make marketing efforts that are in alignment with the study results.
