A Study of Factors affecting the level of
Consumer’s buying behavior for Branded Apparels
Dr. Pawan Kumar1, Kanchan2
1Assistant Professor, Mittal School of
Business, Lovely Professional University, Phagwara, Punjab (India)
2Assistant Professor, Government College, Malerkotla,
Punjab (India)
*Corresponding
Author E-mail: bhupeshmlk@gmail.com,
thegreatpk@gmail.com
ABSTRACT:
Buying behavior is the psychological, social and
economic situation of the consumers to buy branded apparels. Consumer behavior
of purchasing branded apparels is liable to change due to many factors.
Presently, the nature of fashion industry wheeled on the tract of social media,
internet and television which lead to make fast changes in this sector. Branded
apparel is an important component of modern fashion industry. Despite
developing self-confidence, the branded apparels develop positive attitude and
status symbol among users. Keeping this in view, the present study was
designed to document the different factors that affecting the level of consumer’s
buying behavior for branded apparels. The present study was based on primary
data and conducted in four main cities namely Ludhiana, Sangrur, Patiala and
Chandigarh during the year 2016-17. By using suitable sampling technique, a
sample of 400 respondents was selected for the study. The level of buying
behavior of the consumer was quantified on the basis of the likert scales
assigned by the respondents towards the different parameters of preferring
branded apparels. The higher value indicates the higher level of buying
behavior and vice-versa. On similar pattern, the score of social factors with
respect to branded apparels was worked out. Linear regression analysis
revealed that socio-economic factor of the consumer has significant impact on
level of consumer’s buying behavior and the value of regression coefficient
interpret that with one unit improvement in level of socio-economic status the
level of consumer’s buying would increase by 2.855 times. The results of
factors analysis indicated that all 25 factors included in the model were
classified into six components which together accounted for 57 per cent of the
total variance explained in the sample. The first component (20.249 %) occupied
the highest share in the total variance under principal component analysis.
Under rotated component matrix, the highest i.e. eight factors were loaded in
this component. On the basis of the type and nature of factors loaded in the
six components, the component 1st, 2nd, 3rd, 4th,
5th and 6th were stated as ‘Social status and product quality’, ‘Social factors’,
‘Economic and convenience factors’, ‘Brand image’, ‘Promotional factor’ and
lastly the ‘Price and uniqueness of the product’, respectively. The multiple
linear regression analysis concluded that all factors loaded in the six components cited above may
be considered as the important factors that are significantly affect the level
of consumer’s buying behavior towards branded apparels in the study area.
Therefore, the fashion industries are recommended to consider these factors
into account while framing suitable policy measures to enhance level of
consumer’s buying behavior towards branded apparels.
KEYWORDS: Consumer’s buying behavior, branded
apparels, socio-economic factors, factor analysis, and regression analysis.
INTRODUCTION:
Consumer’s buying behavior is a situation which refers to the decision of the
consumer to buy or not to buy. The understanding of consumer’s buying behavior
is a complex situation which supposed to be influenced by many factors. The
consumers behavior while purchasing branded apparels are under the influence of
many cultural, social, economic and psychological factors which are almost
under non-controllable. From the marketing point of view, it is very important
to find out that how these factors influenced over consumers behavior of
purchasing branded apparels (Prasad, 2013; Hassan et al, 2014).
The traditional culture of fashion industry in India
has changed into modern culture.
The nature of fashion industry in the present days revolves on the tract of
social media, internet and television which lead to make fast changes in this
sector. The consumers are well aware about the latest trends and updates in the
fashions through different media channels. The ever-changing nature of the
fashion industry has changed the attitude and motivation of the consumer
towards the usage of fashion and some people used fashion as a means of
presenting themselves unique in the society. Branded apparel is an important
component of modern fashion industry. Despite developing self-confidence, the
branded apparels develop positive attitude and status symbol among users
(Saluja, 2011; Kumari, 2012). During the last few years, the Indian consumer
market has achieved remarkable position in the world. The Indian consumers have
been adopting modern lifestyles not only in cities, but in rural areas also.
The increase level of awareness regarding branded apparels influenced the
buying behavior among consumers (Dey, 2017).
The
assessment of consumer buying behavior is an essential component in farming policy
and planning in the fashion industry. The consumer is influenced by several
factors while purchasing a product. Nowadays, consumer buying behavior is given
more importance by the organizations and sellers for marketing their products.
With the advancement of technology, improved economic growth and frequent
change in consumer interest, it is really a challenging task to handle consumer
buying behavior to market their product. Keeping this in view, the present
study was carried out with the following specific objectives:
OBJECTIVES
OF THE STUDY:
1. To estimate the level of consumers buying
behavior for branded apparels; and
2. To document the factors affecting the level
of consumers buying behavior for branded apparels
METHODOLOGY:
The reference year
of the present study is 2016-17 and was based on the primary data. Since the
study was based on the branded apparels, therefore, the level of awareness and
the accessibility of the branded apparels were taken into account while
selecting the sample of the study. In order to accomplish the objectives of the
study, the sample of the study was widely distributed over four cities namely
Ludhiana, Sangrur, Patiala and Chandigarh. Keeping in view the nature of the
present study, a sample size of 400 respondents (80 each from Ludhiana,
Sangrur, Patiala and 160 from Chandigarh) was selected for the study. The data
were collected through well structured pre-tested schedules. The collected data
were analyzed with the help of Microsoft excel and the software Statistical Package
for Social Sciences (SPSS). The statistical techniques used for data analysis
is given as under:
Factor analysis:
Factor analysis technique was applied to extract the
influential factors that could be responsible for affecting the level of
consumer’s buying behavior. The perception of the sampled respondent with
respect to different characteristics of branded apparels such as design,
quality, rand consciousness, style, price, social factors etc. were gathered at
likert scales. The factors analysis consolidates all the factors into few
components on the basis of variance and all these extracted components have the
interaction effect of the all the factors include in the model.
Regression analysis:
In order to accomplish the objectives of the study, both
linear and multiple linear regressions analysis was applied to document the
effect of different influential factors on the level of buying behavior of the
sampled respondents.
Linear regression analysis:
The mathematically form of the model is given as
under:
Where Y represents the dependent variable i.e. level
of consumer’s buying behavior, x is the independent variable (series of
aggregate score of socio-economic index and a is the intercept and b1
is the regression coefficient.
Multiple regression analysis:
The form of the model is written as
follows:
Where Y represents
the dependent variable i.e. level of consumer’s buying behavior, x1
to x6 are the independent variables and stated as under:
|
x1
|
=
|
Social status and
product quality
|
|
X2
|
=
|
Social factors
|
|
X3
|
=
|
Economic and
convenience factors
|
|
X4
|
=
|
Brand image
|
|
X5
|
=
|
Promotional
factor
|
|
X6
|
=
|
Price and
uniqueness of the product
|
b1 to b6
are the regression coefficients, respectively.
RESULTS AND
DISCUSSION:
Objective-wise the results of the study are explained
as under:
Level of buying behavior of the consumer:
Buying behavior of the consumer is a wide term. In the
present study, the term consumer buying behavior refers to the various
parameters and factors that influence the extent of buying apparel and
perspectives of the consumer towards apparels purchase. The buying behavior of
the consumers observed to be effected significantly by ever changing nature of
fashion industry. Many factors have been taken into account to determine and
quantify the buying behavior of the consumers. Besides various socio-economic
factors, the buying behavior of the consumer has been assessed on the basis of
their responses towards the design, price, brand image, availability, quality
etc. of the apparels. The degree of response of the consumers with respect to
various factors was quantified by using likert scales. The scale assigned by
each sample consumer with respect to all these factors was summed up to obtain
an aggregate figure which represents the level of consumer’s buying behavior.
The sum of series of these factors denotes the level of consumer’s buying
behavior of each individual respondent in the sample. The higher value
indicates the higher level of consumer’s buying behavior and vice-versa. The
level of consumer’s buying behavior was further, quantified into three levels
i.e. Low (up to 178), medium (179 to 197) and high (198 to 269) by using
cumulative cube root methods. The distribution of sample respondents according
to the level of consumer’s buying behavior is given in Table 1. The results
indicated that the number of respondents corresponding to low, medium and high
level of consumer’s buying behavior worked out to be 145, 128 and 127 which
constituted 36.25, 32.00 and 31.75 per cent share to the total sample.
Table 1: Distribution of sample respondents according
to the level of consumer’s buying behavior
|
Level of
consumer’s buying behavior
|
Number
|
Percent
|
|
Low ( up to 178)
|
145
|
36.25
|
|
Medium ( 179-197)
|
128
|
32.00
|
|
High ( 198-269)
|
127
|
31.75
|
|
Total
|
400
|
100.00
|
Impact of socio-economic factors on buying behavior of
consumers:
In the earlier section, the level of buying behavior
of the consumer has been quantified on the basis of the perception of the
consumers towards the different parameters that representing the buying
behavior of consumers. In similar manner, an index that influences the
socio-economic status of the consumer was worked out for each individual
respondent. The perception of the sampled respondents with respect to various
socio-economic factors that influencing the purchasing of branded cloths were
obtained and their responses were quantified by using scales. The scale
assigned by each sample consumer with respect to all these factors was summed up
to obtain an aggregate figure which represents the socio-economic status of
each respondent in the sample. The sum of series of these factors denotes the
socio-economic index which represents the extent of socio-economic condition of
the consumer in favour of branded apparels. The higher value indicates the
higher level of socio-economic status of the consumer and vice-versa. Taking
into account the socio-economic index of the consumers, the regression model
was used to measure the impact of socio-economic factors of the consumer on the
level of consumer’s buying behavior.
Linear regression analysis:
The level of buying behavior of the consumer in the
model was taken as the dependent variable and socio-economic index was included
as independent variable in the regression analysis. Significance level of the
regression coefficient has been tested at one per cent level of probability.
The summary of the model shows that the value of coefficient of multiple determinations
(R2) came out to be 0.719 which revealed that about 72 per cent
variation in the dependent variable i.e. the level of consumer’s buying
behavior is due to changes in level of socio-economic factors of the consumers.
The value of regression coefficient worked out to be 2.855 which is highly significant
at one per cent level of probability. This means the socio-economic factor of
the consumer has significant impact on level of consumer’s buying behavior and
the value of regression coefficient interpret that with one unit improvement in
level of socio-economic factors the level of consumer’s buying would increase
by 2.855 times (Table 2).
Factor analysis:
All relevant aspects, factors and statements which are
supposed to affect the nature, behavior and last but not the least, the
perception of the respondents with respect to branded apparels were included in
the model. The factor analysis technique was used to extract some of the most
crucial factors on the basis of the variance explained by each factor. The
model concludes all factors into few components which basically have the
interaction effect of all factors included in the model. Step-wise the
interpretation of factor analysis has been discussed as under:
Table 2: Impact of socio-economic factors on
buying behavior of consumers
|
Model
|
Unstandardized Coefficients
|
Standardized Coefficients
|
t
|
Sig.
|
|
B
|
Std. Error
|
Beta
|
|
1
|
(Constant)
|
64.765
|
3.813
|
-
|
16.986*
|
.000
|
|
Socio-economic Index
|
2.855
|
.089
|
.848
|
31.913
|
.000
|
|
Model Summary
|
|
Model
|
R
|
R Square
|
Adjusted R
Square
|
Std. Error of
the Estimate
|
|
1
|
0.848
|
0.719
|
0.718
|
13.826
|
|
a. Predictors:
(Constant), Socio-economic factor
|
* Significant at one percent level of probability
Test of reliability:
The first step of the factor analysis is to measure
the adequacy and reliability of dataset. The result of reliability
test is presented in Table 3. The value of Kaiser Meyer Olkin (KMO) measure worked out to be
0.828 which is greater than the critical level i.e. 0.5 and hence the adequacy
of sample size stands to be adequate for further analysis. Similarly, in the case
of Bartlett's Test of Sphericity (BTS), the value of chi-square (3158) is
statistically highly significant at one per cent level of probability.
Therefore, the test of reliability approved that the sampling distribution and
data set is adequate, acceptable and reliable for further analysis.
Table 3: Test of reliability
|
Measures
|
Value
|
|
Kaiser Meyer
Olkin (KMO) measure of sampling adequacy
|
0.828
|
|
Bartlett's
Test of Sphericity (BTS)
|
|
Approx.
Chi-Square
|
3158*
|
|
df
|
300
|
|
Sig.
|
0
|
Principal component analysis:
The principal component analysis is the most important
step in the factor analysis. In this step, all factors included in the model
integrated into few components. The different socio-economic factors and
statements that may have influence over the use branded apparels have been
consolidated into few components on the basis of variance explained in the
sample. These extracted components have interaction effect of all factors
included in the model. The result of principal component analysis is depicted
in Table 4. The results indicated that all the factors included in the model
were classified into six components which explained about 57 per cent of the
total variance explained in the sample. The per cent of variance explained
component 1, 2, 3, 4, 5 and 6 worked out to be 20.249, 15.385, 6.776, 5.137,
4.576 and 4.497 per cent. The screen plot of Eigen values represented in
Figure-I indicated that the Eigen values sloping downwards from component 1 to
6, but it get flattened afterwards.
Rotated component matrix:
This is the last and very important step in the factor
analysis. In the rotated
component matrix, the loading of all the relevant factors has been taking place
in the six components extracted in the above section. The model suppressed all
factors having value of variance less than 0.5 and component-wise explanation
of the rotated component matrix is given in Table 5.
Since around one-fifth (20%) of the total variance has
explained by the 1st component, therefore this component is
considered as the most important component and hence, the number of factor
loaded under this component could also emerge as important factors. This
component retained eight factors/statements which named as ‘Design’, ‘Colour’,
‘Quality’, ‘Value for money’, ‘My
family and friends influence me to buy branded apparels’, ‘My social status
makes me think of buying branded clothes’, ‘I usually keep up with style
changes by watching what others buy’ and ‘I can enjoy luxury brands entirely on
my own terms no matter what others feel about them’. The value of variance with
respect to these factors came out to be 0.797, 0.683, 0.817, 0.671, 0.638,
0.552, 0.962 and 0.549. On the basis of the type and nature of the factors
loaded in this component, this component named as
‘Social status and product quality’:
Similarly, there were five factors loaded in of 2nd
factor component and these factors were titled as ‘I purchase branded clothes only when they are well
accepted’, ‘People notice when I purchase most expensive brand of apparel’,
‘Before purchasing a product it is important to know what kinds of people buy
certain brands or products’, ‘Before purchasing a product it is important to
know what brands or products to buy to make good impression on others’ and
‘Branded apparels are meant only for high status of the wearer’. The values of variance in case of the
factors cited above were 0.556, 0.745, 0.513, 0.672 and 0.612. Since, this
factor component included all factors corresponding to the social aspects of
the respondents regarding branded apparels, therefore this factor component is
stated as
Social factors:
Three factors named as ‘Convenience of Many Items’, ‘Branded
apparels are economical because they are long lasting’ and ‘Branded
apparels are meant only for high income group’ were loaded in 3rd component. The values
of variance in case of these factors were 0.639, 0.634 and 0.698. Based on the
type and the nature of the factors, this component factor named as ‘Economic and convenience factor’:
In 4th component, only three factors i.e.
style, brand consciousness and brand name were loaded and the variance in case
of these three factors calculated to the tune of 0.585, 0.625 and 0.708,
respectively. This factor was named as ‘Brand image’.
Only one factor ‘Advertisement’ was loaded in the 5th
component and the value of variance in case of this regard was worked out to be
0.639 and hence this factor named as Promotional factor.
The sixth factor was named Price and uniqueness of the product as only two factors named as price and
uniqueness of the product were loaded in this component. The values of variance
assigned in favour of these two factors are 0.590 and 0.544, respectively.
Table 4: Principal component analysis
|
Component
|
Total Variance
Explained
|
|
Initial
Eigenvalues
|
Extraction Sums
of Squared Loadings
|
Rotation Sums
of Squared Loadings
|
|
Total
|
% of Variance
|
Cumulative %
|
Total
|
% of Variance
|
Cumulative %
|
Total
|
% of Variance
|
Cumulative %
|
|
1
|
5.062
|
20.249
|
20.249
|
5.062
|
20.249
|
20.249
|
4.442
|
17.77
|
17.77
|
|
2
|
3.846
|
15.385
|
35.634
|
3.846
|
15.385
|
35.634
|
2.765
|
11.061
|
28.831
|
|
3
|
1.694
|
6.776
|
42.41
|
1.694
|
6.776
|
42.41
|
2.156
|
8.623
|
37.453
|
|
4
|
1.284
|
5.137
|
47.547
|
1.284
|
5.137
|
47.547
|
1.824
|
7.295
|
44.748
|
|
5
|
1.144
|
4.576
|
52.123
|
1.144
|
4.576
|
52.123
|
1.716
|
6.865
|
51.613
|
|
6
|
1.124
|
4.497
|
56.62
|
1.124
|
4.497
|
56.62
|
1.252
|
5.007
|
56.62
|
|
7
|
0.997
|
3.99
|
60.61
|
|
|
|
|
|
|
|
8
|
0.92
|
3.679
|
64.288
|
|
|
|
|
|
|
|
9
|
0.88
|
3.518
|
67.807
|
|
|
|
|
|
|
|
10
|
0.783
|
3.131
|
70.938
|
|
|
|
|
|
|
|
11
|
0.723
|
2.893
|
73.831
|
|
|
|
|
|
|
|
12
|
0.699
|
2.795
|
76.625
|
|
|
|
|
|
|
|
13
|
0.65
|
2.598
|
79.224
|
|
|
|
|
|
|
|
14
|
0.632
|
2.526
|
81.75
|
|
|
|
|
|
|
|
15
|
0.606
|
2.426
|
84.176
|
|
|
|
|
|
|
|
16
|
0.567
|
2.267
|
86.443
|
|
|
|
|
|
|
|
17
|
0.519
|
2.078
|
88.521
|
|
|
|
|
|
|
|
18
|
0.442
|
1.768
|
90.289
|
|
|
|
|
|
|
|
19
|
0.421
|
1.685
|
91.974
|
|
|
|
|
|
|
|
20
|
0.406
|
1.626
|
93.599
|
|
|
|
|
|
|
|
21
|
0.377
|
1.509
|
95.108
|
|
|
|
|
|
|
|
22
|
0.356
|
1.425
|
96.533
|
|
|
|
|
|
|
|
23
|
0.345
|
1.379
|
97.912
|
|
|
|
|
|
|
|
24
|
0.277
|
1.107
|
99.019
|
|
|
|
|
|
|
|
25
|
0.245
|
0.981
|
100
|
|
|
|
|
|
|
|
Extraction
Method: Principal Component Analysis.
|
|
|
|
|
|
Figure-I: Screen plot of eigen values
Table 5: Rotated Component Matrix
|
S.
No.
|
Factors
|
Component
|
|
1
|
2
|
3
|
4
|
5
|
6
|
|
1
|
Design
|
0.797
|
|
|
|
|
|
|
2
|
Colour
|
0.683
|
|
|
|
|
|
|
3
|
Price
|
|
|
|
|
|
0.590
|
|
4
|
Style
|
|
|
|
0.585
|
|
|
|
5
|
Brand
consciousness
|
|
|
|
0.625
|
|
|
|
6
|
Advertisement
|
|
|
|
|
0.639
|
|
|
7
|
Uniqueness
|
|
|
|
|
|
0.544
|
|
8
|
Quality
|
0.817
|
|
|
|
|
|
|
9
|
Value for Money
|
0.671
|
|
|
|
|
|
|
10
|
Availability of
range of Apparels
|
|
|
|
|
|
|
|
11
|
Brand Name
|
|
|
|
0.708
|
|
|
|
12
|
Convenience of
Many Items
|
|
|
0.639
|
|
|
|
|
13
|
My family and
friends influence me to buy branded apparels
|
0.638
|
|
|
|
|
|
|
14
|
My social status
makes me think of buying branded clothes
|
0.552
|
|
|
|
|
|
|
15
|
I purchase
branded clothes only when they are well accepted
|
|
0.556
|
|
|
|
|
|
16
|
It is important
to know what my friends think of different brands or products
|
|
|
|
|
|
|
|
17
|
People notice
when I purchase most expensive brand of apparel
|
|
0.745
|
|
|
|
|
|
18
|
Before purchasing
a product it is important to know what kinds of people buy certain brands or
products.
|
|
0.513
|
|
|
|
|
|
19
|
I usually keep up
with style changes by watching what others buy.
|
0.692
|
|
|
|
|
|
|
20
|
I can enjoy
luxury brands entirely on my own terms no matter what others feel about them.
|
0.549
|
|
|
|
|
|
|
21
|
Most of the
people whom I know to wear only branded clothes
|
|
|
|
|
|
|
|
22
|
Before purchasing
a product it is important to know what brands or products to buy to make good
impression on others.
|
|
0.672
|
|
|
|
|
|
23
|
Branded apparels
are meant only for high status of the wearer
|
|
0.612
|
|
|
|
|
|
24
|
Branded apparels
are economical because they are long lasting
|
|
|
0.634
|
|
|
|
|
25
|
Branded apparels
are meant only for high income group
|
|
|
0.698
|
|
|
|
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a.
Rotation converged in 15
iterations
Factor statement All important factors loaded in rotated component
matrix in the above section were named according to the type and nature of the
factors loaded in each respective component. Hence, the factor 1st,
2nd, 3rd, 4th, 5th and 6th
stated as Social status and
product quality, Social factors, Economic and convenience factors, Brand
image, Promotional factor and lastly the Price and uniqueness of the product,
respectively (Table 6)
Table 6: Factor statement
|
Factor
|
Name of the
factor
|
|
1
|
Social status and
product quality
|
|
2
|
Social factors
|
|
3
|
Economic and
convenience factors
|
|
4
|
Brand image
|
|
5
|
Promotional
factor
|
|
6
|
Price and
uniqueness of the product
|
Multiple linear regression analysis:
Above mention six factors that have been extracted
under principle component analysis could have the interaction affect all the
important factors which further influence the level of consumer’s buying
behavior regarding branded apparels in the study area. In the regression model,
these factors were taken as independent variables and the level of buying
behavior has been taken as dependent variable. The result of regression
analysis is incorporated in Table 7.
All six factors included in the model have been
reported positive contribution towards the level of consumer’s buying behavior
for branded apparels. The value of regression coefficient brought out that with
one unit improvement in ‘Social
status and product quality’, ‘Social factors’, ‘Economic and convenience
factors’, ‘Brand image’, ‘Promotional factor’ and ‘Price and uniqueness of the
product’, the level of
consumer’s buying behavior would be increased by 14.884, 11.232, 11.264, 7.546,
9.189 and 1.800 units, respectively. The model summary revealed that the value
of coefficient of multiple determinations (R2) was 0.91 which
further implies that about 91 per cent of the total change in the level of
consumer’s buying behavior was due to the variation in the factors included in
the model. Hence, the model concluded that all 25 factors loaded in the six
components cited above may be considered as the important factors that are
significantly affect the level of consumer’s buying behavior towards branded
apparels in the study area. Therefore, these factors are highly recommended
from policy point of view to enhance level of buying branded apparels among
users of consumers.
Table 7: Factors effecting level of consumer’s buying
behavior
|
Coefficientsa
|
|
Model
|
Unstandardized Coefficients
|
Standardized Coefficients
|
t
|
Sig.
|
|
B
|
Std. Error
|
Beta
|
|
1
|
(Constant)
|
184.422*
|
.388
|
|
475.068
|
.000
|
|
Social status and product quality
|
14.884*
|
.389
|
.571
|
38.293
|
.000
|
|
Social factors
|
11.232*
|
.389
|
.431
|
28.897
|
.000
|
|
Economic and convenience factors
|
11.264*
|
.389
|
.432
|
28.980
|
.000
|
|
Brand image
|
7.546*
|
.389
|
.290
|
19.415
|
.000
|
|
Promotional factor
|
9.189*
|
.389
|
.353
|
23.642
|
.000
|
|
Price and uniqueness of the product
|
1.800*
|
.389
|
.069
|
4.632
|
.000
|
|
Model Summary
|
|
Model
|
R
|
R Square
|
Adjusted R
Square
|
Std. Error of
the Estimate
|
|
1
|
0.95525
|
0.912503
|
0.911167
|
7.76405
|
|
a. Predictors:
(Constant), Price and uniqueness of the product, Promotional factor, Brand
image, Economic and covernience factors, social factors, Social status and
product quality
|
|
|
|
|
|
|
|
|
|
|
|
a. Dependent Variable: Socio-economic
factors
* Significant at one percent level of probability
SUMMARY AND RECOMMENDATIONS:
The study estimated the level of consumer’s buying
behavior with respect to branded apparels. Since, the level of consumer’s
buying behavior was quantified by taking into account the perception of the
consumer with respect to different parameters of the branded apparels such as
design, price, brand image, availability, quality, style etc., therefore, it
constituted the level of consumer’s willingness to buy branded apparels.
Further, the level of consumer buying behavior has been categorized into three
levels i.e. low, medium and high by using cumulative cube root method. The
results indicated that 36.25, 32.00 and 31.75 per cent of the total respondents
corresponding to the low, medium and high level of consumer’s buying behavior.
Therefore, the companies and organizations engaged in the business of branded
apparels can consider the level of consumer’s buying behavior while framing
strategies for the expansion of trade more frequently in the study area.
The factor analysis technique was used to extract some
of the most crucial factors on the basis of the variance explained by each
factor. The model concludes the all factors into few components which basically
have the interaction effect of all factors included in the model. The results
indicated that all 25 factors included in the model were classified into six
components which explained about 57 per cent of the total variance explained in
the sample. Since around one-fifth (20%) of the total variance has explained by
the 1st component, therefore this component is considered as the
most important component and hence, the number of factor loaded under this
component could also emerge as important factors. This component retained eight
factors/statements which named as ‘Design’, ‘Colour’, ‘Quality’, Value for
money’, ‘My family and friends
influence me to buy branded apparels’, ‘My social status makes me think of
buying branded clothes’, ‘I usually keep up with style changes by watching what
others buy’ and ‘I can enjoy luxury brands entirely on my own terms no matter
what others feel about them’.
On the basis of the type and nature of factors loaded in the six components,
the component 1st, 2nd, 3rd, 4th, 5th
and 6th were stated as ‘Social status and product quality’, ‘Social factors’, ‘Economic and convenience
factors’, ‘Brand image’, ‘Promotional factor’ and lastly the ‘Price and
uniqueness of the product’, respectively. The multiple linear regression analysis shows that
all six factors included in the model have significant influence on the level of
consumer’s behavior for buying branded apparels and therefore, these factors
are highly recommended from marketing point of view to enhance level of buying
behavior of branded apparels among users.
REFERENCES:
1. Prasad G S H (2013) Factors influencing buying
behavior of selected apparel retailer’s customers, Annual Research Journal
of SCMS 1: 41-55.
2. Saluja S (2011) Consumer buying behavior
towards fashion apparels- A case of Delhi, IOSR Journal of Business and
Management (IOSR-JBM) 16: 82-86.
3. Hassan S T, Hurrah B H and Lanja A (2014) A
Study of customer perception of youth towards branded fashion apparels in
Jalandhar city, ELK Asia Pacific Journal of Marketing and Retail Management
5(2): 1-12.
4. Dey Subrato (2017) A study on changing
buying behavior of Indian customers, Global Journal of Marketing Management
and Research, 7(1): 1-4.
5. Kumari Pallavi (2012) Changing purchase
behavior of Indian customers, Arth Prabandh: A Journal of Economics and
Management, 1(8): 35-41.