The Factors of Customer Satisfaction Driving Purchase in Textile Business: The Case study of Denim Garments from Pakistan

Hammad Channa and Sheikh Sikandar Sajid
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Hammad Channa: Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology
Sheikh Sikandar Sajid: Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology

International Journal of Applied Business and Management Studies, 2020, vol. 5, issue 2, 81-103

Abstract: This study examined the relationship between determinants (Quality, Cost, Appearance, Lead time, and Flexibility) and bulk buyers' satisfaction while buying Denim products in Pakistan. The strategic objectives include the influences of various factors on the buying preferences, followed by recommendations for the management to further excel in Pakistan's garment industry. The sample size for present study is 75, which is 62.5% of the targeted population in Karachi. Moreover, researchers have used in-depth face-to-face open-ended interviews with 5 managers and matrix based semi-structured survey questionnaire as research instrument. Findings revealed that quality and cost have significantly strong relationship with customer's satisfaction whereas there is weak relationship between flexibility, appearance, and lead time and customer satisfaction. T-test confirmed the impact and correlation's significance revealed that P (value) for quality and cost is 0.153, thus 0.153 > 0.05 means that these two variables are linked significantly with buyers' satisfaction. Moreover, the correlation between these variables is 0.86 therefore quality and cost are strong significantly linked with customer's satisfaction. Test also revealed that other determinants are not significantly linked with customer satisfaction.

Keywords: Bulk buyer's satisfaction; buying decision preferences; quality; price; appearance; garments (search for similar items in EconPapers)
Date: 2020
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