An empirical analysis of the factors affecting customer buying behaviour relating to readymade garments in india
1. An Empirical Analysis of the Factors Affecting Customer Buying
Behaviour relating to Readymade Garments in Pakistan: A Field
Survey Based Study
Abstract:
Consumers buyingbehaviour is the study of individualsand the processes they use to select, secure, use, and
disposeof products, services,experiences,or ideas to satisfy needs and the impacts thatthese processes have on
the consumer and society. Purchasingof consumablegoods which mainly depends on style,choiceand fashion of
the modern civilization likeready-made garments is based on consumers’psychology whether to make demand or
not; it is undeniably becominga partof consumer behaviour analysis .Therefore, it has become very crucial that
manufacturers of readymade garments should be acquainted with the perceptions and attitudes of the respective
consumer. The purpose of this study is to explore the factors which influencereadymade garment buying
behaviour of customers. The study is mainly confined to a regional study takinga few selected readymade garment
shops atMultan District,Punjab Pakistan.In exploringconsumers’buyingbehavior relatingto ready made garment
industry in Pakistani perspective,it has been observed that there are several factors which affectthe consumer
buyingbehavior towards readymade garments like,price, comfort, quality,availability,style,durability etc. Out of
these variables,durability,availability and price, comfort and stylerespectively carry the highestfactors loading.It
means these five factors aremost important whilepurchasingthe readymade garments. Quality is with the lowest
factor loading,which means whilepurchasingthereadymade garments, it is less importantin rural areaslikesour
sampleregion. The study will enableus to understand the buyingbehavior of customers of readymade garments,
especially in rural areasof Multan.
