Impact of Luxurious Clothing Brands of Eastern wear on Consumer Buying Behavior

Hashir Faisal

16u03044

Submitted to Lahore School of Economics in partial fulfillment of the requirements for the
degree Marketing and media
Supervised by: Aeman Nadeem
Table of Contents
Chapter 3.....................................................................................................................................................2
Research Methodology...............................................................................................................................2
Sample Size:...............................................................................................................................................2
Demographics:...........................................................................................................................................3
Instrument:................................................................................................................................................3
Sampling Procedure:.................................................................................................................................5
Data Analysis:............................................................................................................................................6
Limitations:................................................................................................................................................6
Appendix:...................................................................................................................................................6
References:...............................................................................................................................................10
 Chapter 3

Research Methodology
PARTICIPANTS:
Population
The target population is all the Male and Female consumers above age 18. The study aims at

investigating the key branding influences on consumers buying behavior focusing males and

females of age group 26-35 in clothing sector in Pakistan.

Sample Size:

The sample size includes 190 participants and those consumers who are interested and aware of

Luxury fashion consumption. The online survey questions and the questionnaires were

distributed among under BBA and MBA students of Lahore School of Economies (LSE) and

Matric and Inter level students of Punjab Group of Colleges.

The research used the online data collection procedure with using Google forms in social

media network and manual data collecting method. Collected data properly analyzed and

interpret through tables and statistical tools as reliability, descriptive statistics and multiple

regressions in computer data analysis statistical procedure of the SPSS window.

Demographics:

The general sample was composed of 190 participants (73 Female, 117 Male; age range, 26-35).

As shown in Figure 1. 38.4% are Females and 61.6% are Males. In Figure 2. 45.3% respondents

belonged to the age group of 26-35, 15.3% respondents belonged to the age group below 18 and

29.5% respondents belonged to the age group of 18-25.

In Figure 3, 29.5% respondents belonged to the family income of Rs. 150,000 or more, 25.8%

respondents belonged to the family income of Rs. 100,000 – 149,999, 16.3% respondents

belonged to the family income of Rs. 21,000 – 39,999 and 21.6% respondents belonged to the

family income of Rs. 60,000 – 79,999.

In Figure 4. 34.7% respondents were graduate, 28.4% respondents were from High school or

less, 20% respondents were undergraduate and 15.3% respondents were from college.

Instrument:

Five indicators of brand influence such as brand status, brand attitude, willingness to pay

premium, self-concept and reference groups are considered for the study. There is a direct

relationship between brand influence elements and consumer involvement in fashion clothing.

Factors effecting the consumer buying behavior is the social influence, social media and the

celebrities influence. Online surveys are beneficial as they are standardized, and participants can

partake when it is convenient for them. This chosen method requires minimal cost and time.
Questionnaires and surveys assist in gathering and collecting data from a wide, geographic

sample.

The data was collected through questionnaires. Questionnaire used a likert scale as used in the

article by [ CITATION Pub18 \l 1033 ] . The questions about all the variables were similar to

questionnaire of [ CITATION Pub18 \l 1033 ] but it was in my own words.

Respondents (N=190)

Non- Experimental Research Design

Independent Variable  How ieasy ido iyou ifind iusing i(opted brand)?

Luxurious Clothing Brand  How different is this brand from other brands of

Eastern wear (Shalwar Kameez)?

 How would you rate this product (opted brand)

on uniqueness?

 Do you think (opted brand) provides you with

various discounts and benefits?

Dependent Variable  If ia ifree i(Shalwar iKameez) iwere ioffered ito

Consumer Buying Behavior iyou, iwhich iwould iyou iselect?

  Have iyou iever ipurchased ian Eastern wear

i(Shalwar iKameez iof ia iLuxurious iBrand)?

 Which iluxurious iclothing ibrand of Eastern

wear i(Shalwar iKameez) ido iyou iregularly

iuse?

 How frequently do you buy Eastern wear

(Shalwar Kameez of your opted brand)?

 How do you like the perception of (opted

brand)?

Sampling Procedure:

Primary research depends on gathering data from different respondents via survey method. And

the sample consists with the representation of population in the sample area. The

convenience sampling method has used to collect the data because of the absence of proper

list of users of the brand.

There was no designated or mandatory assigned location for the study. The study took place

online at the comfort and discretion of the participant. Participants were not required to travel or

meet the researcher in person. The link to the study was made accessible and shared through
email, Facebook, what’s app and Instagram. Participants were able to use their phone, laptop,

computer, or iPad to access the link to the survey and questionnaires.

Data collection was performed through questionnaires based on survey method. Questionnaires

were collected to identify the significance of the factors that affect the adoption of branded

clothing in Pakistan. Five point Likert Scale was used to measure all the variables.

Data Analysis:

Descriptive statistical technique has been used for carrying out results.

Limitations:

The limitations of the study provide another direction for further research. Initially the

use of convenience sampling method limits the generalization of results because it is

considered only specific sample. And study is considered only about particular city and

outcomes show a small snapshot. And also study focused only limited scale variables and

there are other variables which illustrate the significant insight for the further business

implications.

Besides, this study used fashion clothing as the focal object for theory testing. Consumers may

behave differently when responding to other product categories. Therefore, future research could

consider these aspects to include other applications of other different product categories.
Appendix:

Figure 1. Gender of Respondents (Author’s own calculations)

Figure 2. Age of Respondents (Author’s own calculations)

 Figure 3. Income of Respondents (Author’s own calculations)

Figure 4. Education of the Respondents (Author’s own calculation)

References:
[ CITATION Pub18 \l 1033 ]. Impact of Attitude toward Luxury Fashion Consumption on Online
Purchase Intention: A Quantitative study on Country-of-Origin Effects on Perceived Brand
Positioning.