Title: Emotional drivers for purchasing apparels: buying process and decision making

Authors: Samarth Singh

Addresses: Shri Vishwakarma Skill University, Haryana, 121102, India

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.

Keywords: consumer preference; perception; operational decisions; purchasing power; emotional drivers.

DOI: 10.1504/IJPMB.2024.137790

International Journal of Process Management and Benchmarking, 2024 Vol.17 No.1, pp.22 - 34

Received: 22 Aug 2022
Accepted: 18 Feb 2023
Published online: 05 Apr 2024 *

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