Modern fashion consumption of Generation Y on Modern Brands in Pakistan

Abstract

The aim of this research is to find out the influence of brand loyalty and brand consciousness on the customer purchase intentions with a major emphasize on two main modern clothing brands of Pakistan, such as J. and Bonanza. In order to analyze the hypotheses, I have selected quantitative method in which the data has been collected from the primary research. The instrument which has been used for the same analysis is close ended questionnaire in which the respondents were limited to select specific element given in the questionnaire. A sample of 200 customers has been selected which were equally divided into two selected modern brands including (J.) and (Bonanza). The applicable tests to extract meaningful data from the collected sample are frequency distribution, correlation, reliability, sample T test, descriptive statistics and regression. From the analysis and evaluation of the first hypothesis relating to brand consciousness, it is found that the relationship between brand consciousness and purchasing intentions is positive for J.’s customer and no relationship is observed for Bonanza’s customers. On the other hand brand loyalty found to have positive relationship with customer purchase intention of modern fashion brands.