Influence of Factors on Female Consumersa Fashion Apparel Buying Behavior in Bangladesh

1
Md. Mostafizur Rahman
Md. Mostafizur Rahman
2
Md. Farijul Islam
Md. Farijul Islam
3
Md. Alamgir Hossain
Md. Alamgir Hossain
1 Hajee Mohammad Danesh Science & Technology University

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GJMBR Volume 14 Issue E8

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The trend of female branded fashion clothing is growing rapidly in retail industry across the globe. The study purpose is to examine Bangladeshi female consumers’ fashion apparel buying behavior and key factors of branded clothing. The study nature is descriptive and primary data were collected from survey questionnaires using non probability judgmental sampling. Data were analyzed by descriptive statistics, ANOVA, multiple regression and factor analysis. The results observed that brand status, attitude, popularity, image, premium, self-respect, and reference groups were found to have positive effects on consumer buying behavior. The important findings help to highlight the factors influencing consumer involvement in purchasing fashion apparel. The study contribution is to make clear understanding for marketers about the preferences of consumers to attract and maintain target consumer groups and to understand the factors influencing the fashion apparel purchase to formulate diversified and innovative marketing strategies towards branded fashion industry in Bangladesh.

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No external funding was declared for this work.

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The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Not applicable for this article.

Md. Mostafizur Rahman. 2015. \u201cInfluence of Factors on Female Consumersa Fashion Apparel Buying Behavior in Bangladesh\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E8): .

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GJMBR Volume 14 Issue E8
Pg. 49- 56
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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February 2, 2015

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English

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The trend of female branded fashion clothing is growing rapidly in retail industry across the globe. The study purpose is to examine Bangladeshi female consumers’ fashion apparel buying behavior and key factors of branded clothing. The study nature is descriptive and primary data were collected from survey questionnaires using non probability judgmental sampling. Data were analyzed by descriptive statistics, ANOVA, multiple regression and factor analysis. The results observed that brand status, attitude, popularity, image, premium, self-respect, and reference groups were found to have positive effects on consumer buying behavior. The important findings help to highlight the factors influencing consumer involvement in purchasing fashion apparel. The study contribution is to make clear understanding for marketers about the preferences of consumers to attract and maintain target consumer groups and to understand the factors influencing the fashion apparel purchase to formulate diversified and innovative marketing strategies towards branded fashion industry in Bangladesh.

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Influence of Factors on Female Consumersa Fashion Apparel Buying Behavior in Bangladesh

Md. Farijul Islam
Md. Farijul Islam
Md. Mostafizur Rahman
Md. Mostafizur Rahman Hajee Mohammad Danesh Science & Technology University
Md. Alamgir Hossain
Md. Alamgir Hossain

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