Presented By
In developing countries seem to possess an increasing
demand for the purchase of foreign products. Many foreign brands
compete with older local brands.
In Asian markets have attracted attention from multinational
apparel firms.
The consumer decision to buy a particular brand is effected by
different factors.
The assessment of an apparel item is an important
step in the decision-making process. Pakistan has
consumption-oriented society and
people tend to spend more on rituals and social engagements.
Consumer purchase intention towards foreign apparel
brands is a complex phenomenon and different factors involved in
peoples purchase intention
Which are the most important factors that effect
consumers purchase intentions of foreign apparel brands in
Pakistan?
Inspecting and analyzing customers attitudes have
been emphasize by way of an enormous significance in
microeconomic topic. Additional insight into consumers
purchasing
intentions can help support and enhance the strategic
positioning of the foreign products.
The major benefits with the help of conducting this
research will be that it will enable to identify different
important factors of consumers purchase intentions of foreign
apparel brands in Pakistan and this can help marketers understand
why consumers in developing countries choose to purchase foreign
brands.
To study factors affecting consumers purchase
intentions towards foreign apparel brands. To allow foreign
apparel firms to better understand
Pakistans market. To help foreign apparel firms to adopt
effective
strategies for Pakistans apparel market.
The target audience is customers of different brands.
The research is restricted to foreign brands in
Pakistan.
Brand consciousnessNormative influence Emotional value
Consumers Purchase intention
Perceived quality
Independent variable:
Brand consciousness Normative influence Emotional value
Perceived quality
Dependent variable:
Consumers Purchase intention
H1: Brand consciousness has a positive impact on
consumers purchase intentions for foreign apparel brands H2:
Normative influence has a positive impact on
consumers purchase intentions
H3:
Emotional value has a positive impact on consumers purchase
intentions
H4: Perceived quality has a positive impact on
consumers purchase intentions
Sample size =100 Gender=Male & Female
1. 2. 3. 1.
Section 1: Gender Age StatusSection 2: 19 questions Likert scale
Spss (Regression- Corelational)
2.3.
The questionnaire was distributed among 100
respondents. Convenient sampling was used.
Reliability Analysis: The above reliability statistic is showing
a significant level of the questionnaire. The reliability
statistics shows value (0.713>.6). It means that the
questionnaire is highly reliable and their outcomes are also
reliable becauseReliability Statistics of Purchase intention
Cronbach's Alpha .713
N of Items 2
Reliability Statistics of Brand consciousness
Items # 4 Cronbach's Alpha .621 Reliability Statistics of
Normative Influence
Items # 6 Cronbach's Alpha .768 Reliability Statistics of
Emotinal value
Items # 3 Cronbach's Alpha .815 Reliability Statistics of
Perceived quality
Items # 4 Cronbach's Alpha .791
Frequency distribution Age Frequency 16-20 72 25-30
28
Frequency distribution Gender Male 64 Female
36
Pearson correlation analyses were used to validate the
relationships between the dependent and independent
variables.Correlation: 0.828**, 0.562**, 0.814** & 844** with a
significance shows a positive relation between dependent variable
and the independent variables with a significance value less than
.01 shows a positive relation between dependent and independent
variable which means there is strong statistical correlation
between them.
Regression:
R
R Square
Adjusted R Square Std. .797
Error of the Estimate .45128
.897a
.805
Anova: significance value is less than .05 (.000
