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Factors Influencing Customers' Purchase Intention towards Local Clothing Brands in Bangladesh
American Journal of Trade and Policy
View Archive Info| Field | Value | |
| Title |
Factors Influencing Customers' Purchase Intention towards Local Clothing Brands in Bangladesh
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| Creator |
Mehtaj, Mouri; Lecturer, School of Business and Economics, United International University, Dhanmondi-1209, Dhaka, BANGLADESH
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| Subject |
Influence, purchase, brands, quality, scope for change
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| Description |
This study is an attempt to determine the factors influencing customers to purchase local clothing brands. Data was collected through self-administered questionnaire. Total 350 respondents from specific geographical areas (Dhaka, Chittagong and Sylhet) have been selected to conduct the study. Cross tabulation was used for the analysis of collected data under the support of IBM SPSS 16. The study addressed some important features regarding choice of clothes. The findings indicate that quality is the first priority among all the factors for preferring local brands. Promotional activities have more influence on male customers instead of female customers. Other factors like variation, reasonable price and scope for change are less important factors for the adult buyers.
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| Publisher |
Asian Business Consortium
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| Contributor |
—
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| Date |
2017-07-18
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion — |
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| Format |
application/pdf
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| Identifier |
http://journals.abc.us.org/index.php/ajtp/article/view/979
10.18034/ajtp.v4i1.979 |
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| Source |
American Journal of Trade and Policy; Vol 4, No 1 (2017): 10th Issue; 23-30
2313-4755 2313-4747 |
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| Language |
eng
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| Relation |
http://journals.abc.us.org/index.php/ajtp/article/view/979/809
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| Rights |
Copyright (c) 2017 Mouri Mehtaj
http://creativecommons.org/licenses/by-nc/4.0 |
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