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Factors Affecting the Buying Behaviour of the Consumers: Branded vs. Imitation Clothes

In: Business and Management

Submitted By Mjonique
Words 1919
Pages 8
Factors Affecting the Buying Behaviour of the Consumers:
Branded vs. Imitation Clothes

Mary Jonique M. Enoria
Gracil L. Gomez
BSBA-MKTG3A

\

Abstract
The relationship between consumers’ decision-making styles and their choice between imitation and branded clothing is investigated using a sample of Filipino consumers. The objective of this paper is to gauge the factors affecting purchase decision taking comparative perspective as base. Findings are calculated using survey technique and weighted mean method with a sample of 30 participants in Valenzuela. The objective of this paper is to analyze the significance of demographic profile of consumers affecting the purchase decision of branded garments and to observe from comparative perspective of their awareness about different apparel brands available in the Philippines market and also to find out whether there is a significant difference in total expenditure on branded apparels done by male and female.
In developing countries, consumers are becoming conscious of fashion brands. The research was directed towards understanding the determinants of clothing involvement of Filipino perspective. A primary research study was conducted on Valenzuela Residents aged between 13 and 22 years using the survey method to know the factors affecting the buying behaviour of fashion clothing in their lives. The scale constructs related to consumption involvement, product involvement, advertising involvement and purchase decision involvement.
The goal is to identify the factors affecting the buying behaviour of consumers regarding branded and imitation clothes.

Introduction
Brand awareness and realization about the self have gained importance among consumers. Clothing is one domain that is supposed to fulfil both functional and symbolic needs of the consumers. Growing consciousness about the self and the role of brands

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