THE STUDY OF THE UNDERLYING FACTOR OF LUXURY APPAREL CONSUMPTION IN WOMEN IN PAKISTANI MARKET

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.