Abstract:
The purpose of this study is to investigate the impact of factors in ways on buying decision of consumers for international branded apparel product through Facebook in Pakistan. The specific topic is selected because people in Pakistan are becoming more and more brand conscious day by day. In this current era, online consumers are increasing in huge numbers day by day and these online consumers are the potential buyers of the products that are offered online. Likewise, there are many online people that are availing that opportunity and providing products to the customers according to their needs and wants. Various journals are used for getting into the previous studies related to online consumers, their behaviors and social media interference. Hence, there are several factors involved that can influence the purchase decision of a customer either positively or negatively. And these factors can be the price offered, reviews about the product, their availability and customers will to use online medium for their purchase needs. An interview was conducted from five different people based on predefined set criteria. And the audience for the interview are selected based on user of online social media, have experience of online purchase, user of international branded apparel products and are well aware of international apparel brands. And data is analyzed by using theme analysis and themes are made on the basis of compare & contrast and word repetition approach. People of Pakistan are very much willing to buy international apparel brands due to their good quality and reviews based on the country of origin and ingenuity of the reviews given about the product's features. Price mayor may not change their buying decision, but availability of the product can. But they still feel reluctant to make purchases by using Facebook and still choose retail concept. However, other mediums are useful, but they can be studied along with the impact of various other factors. Thus, the result of this study would contribute electronic retailers in making their offerings more appealing and to cater to the points that they feel are missing in their online business. It will also help them in penetrating the market through new offerings and in adopting the changing trends in apparel industry. Keywords: International brands, Apparel, Facebook, Pakistan, Online purchase
