Factors Influencing Customers' Purchase Intention towards Local Clothing Brands in Bangladesh

Mouri Mehtaj
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Mouri Mehtaj: Lecturer, School of Business and Economics, United International University, Dhanmondi-1209, Dhaka, BANGLADESH

American Journal of Trade and Policy, 2017, vol. 4, issue 3, 95-102

Abstract: This study attempts to determine the factors influencing customers to purchase local clothing brands. Data were collected through a self-administered questionnaire. 350 respondents from specific geographical areas (Dhaka, Chittagong, and Sylhet) have been selected to conduct the study. Cross tabulation was used to analyze collected data under the support of IBM SPSS 16. The study addressed some essential features regarding the choice of clothes. The findings indicate that quality is the priority among all the factors for preferring local brands. Promotional activities have more influence on male customers instead on female customers. Other factors like variation, reasonable price, and scope for change are less important for adult buyers.

Keywords: Influence; purchase; brands; quality; scope for change (search for similar items in EconPapers)
JEL-codes: L67 (search for similar items in EconPapers)
Date: 2017
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