Abstract:
Shopping is a behavior which varies from culture to culture and it does define the characteristics of one culture as compared to other cultures. The study in hand will look into the comparison of the Perception about Men Fashion Retail Industry between Pakistan And Turkey and will look into different factors that are related to sensory branding, that affects an individual purchase behavior in an unexpected manner and drives their intention towards a particular purchase knowingly or unknowingly. Shopping patronage theory and its sub parts are the basis of this study will also look into the culture aspect in which religion stands out as the most influential one as both of the cities taken for study has a diverse culture and religion is common in both cities but practiced differently. Sensory branding and the exploitation of senses of the consumers in this regard will let us know their affect to create a particular environment for shopping. Islamabad and Izmir being the most liberal cities in both nations will give the nearness of results towards the reality. Marketing tools in terms of different offers, outlet environment and buying behavior is the key elements to study in the research. Retail in both countries is growing and men fashion retail segment stands out as one of the most important one in the Fashion retail. From the variables in hand marketing tools, buying behavior and cultural factors were evident in the results in Islamabad Pakistan setting however, In Izmir, Turkey only Marketing tools can be termed as the factor that can change or has an effect on perception of Men Fashion Retail Industry.
