Understanding branded clothing purchase behavior: study of young consumers in Pakistan

Abstract

This study is to detem1ine various aspects of consumer buying behavior towards branded clothing among young consumers of Pakistan. Brand Image, brand loyalty, brand association, brand awareness, perceived quality and price consciousness were theorized to be significant with clothing interest that creates intention to buy branded clothes. Data from 303 young consumers was collected and their results were analyzed and calculated from SPSS tool version 20. Research findings validated that brand image, brand loyalty, brand association, brand awareness, perceived quality and price consciousness are positive indicators in influencing young consumers purchase behavior. The results also confirmed that consumers clothing interest lead towards buying of branded wear. TJ1e research findings were discussed in detail.