An Analysis of Apparel Buying Approach of Female Consumers in the Context of West Bengal and Bangladesh
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 3
Abstract
Buying behavior for the apparel items is very complex and vibrant in nature. It may differ in terms of personalities, culture and even socio-economic condition (Shim and Bickle, 1994; Shim and Mahoney, 1992). On the other hand, the success of marketing depends on understanding consumers’ mind and also to respond them in an appropriate manner. This paper aims to determine the dynamic nature of females’ apparel buying behavior in relation to their fashion type (Progressive fashion, Following Current fashion, Having own style, Traditional fashion and Not very important), store selection (shopping mall, specialty store, local store, online shopping), purchasing category (planned buying, unplanned buying, impulse buying), purchasing frequency (never, very rare, occasionally and frequently) and visiting at store per month (0 time, 1-2 times, 3-5 times and more than 5 times). To do so, a comparative study has carried out where primary data was collected through the method of personal interviewing by using a structured questionnaire. Here, 292 female were taken from Bangladesh and 262 were from West Bengal as sample size by using Crohan’s formula within the age of 16 to 55 years followed by convenience random sampling technique. Here, ten hypotheses have formulated separately for West Bengal and Bangladesh for being tested by using ANOVA and Chi-square and also developed the diagrammatic approaches of females’ apparel buying pattern separately for the two study areas. This study also proposed some measures for the marketers to enjoy competitive advantages in the apparel fashion industry.
Authors and Affiliations
Humaira Siddika, Dr. Isita Lahiri
Keywords
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- EP ID EP410141
- DOI 10.9790/487X-2003123846.
- Views 74
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