Emotional drivers for purchasing apparels: buying process and decision making Online publication date: Fri, 05-Apr-2024
by Samarth Singh
International Journal of Process Management and Benchmarking (IJPMB), Vol. 17, No. 1, 2024
Abstract: The purpose of this study is to identify the factors that influence a consumer's decision to purchase apparel. The data was obtained using a structured questionnaire from consumers of various categories and analysed using grey analysis. It is evident that consumers prioritise price while purchasing apparel. They would rather be rational than emotional. It is obvious that the majority of respondents prefer branded over non-branded goods and consider malls to be the most suitable place for purchasing. Consumers also prefer to buy in stores with a diverse selection of apparel and a pleasant atmosphere. Deals and special offers play a big role in buying patterns of consumers. The study's main goal was to learn about buyers' perceptions of composed retail places, and the relationship between statistical parameters and buyer perceptions. The study suggests and employs a social mental model of purchasing power, which adds to the uniqueness of the research.
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