Factors Affecting Consumer Purchase Decision in
World Applied Sciences Journal 24 (7): 844-849, 2013
ISSN 1818-4952
© IDOSI Publications, 2013
DOI: 10.5829/idosi.wasj.2013.24.07.1339
Factors Affecting Consumer Purchase Decision in
Clothing Industry of Sahiwal, Pakistan
1
Rashid Saeed, 2Rab Nawaz Lodhi, 2Alhaj Muhammad Junaid Mukhtar,
2
Sarfraz Hussain, 3Zahid Mahmood and 4Moeed Ahmad
1
Management Sciences Department,
COMSATS Institute of Information Technology Sahiwal, Pakistan
2
COMSATS Institute of Information Technology Sahiwal, Pakistan
3
Bahria University Islamabad, Pakistan
4
Department of Business Administration,
Bahauddin Zakarya University, Sahiwal Campus, Pakistan
Submitted: Jul 23, 2013;
Accepted: Aug 28, 2013;
Published: Aug 29, 2013
Abstract: The reason to conduct this research is to integrate the brand image, brand attachment and environmental effects and their impact on consumer purchase decision. Does environmental effects has some function while making purchase decision or people don’t bother to think about this all. Either consumers want to be loyal and attach themselves with brands or they don’t want to attach with one brand? Results elaborates that brand image don’t have a positive relation with purchase decision, brand attachment has a moderate positive relation with purchase decision and environmental effects don’t have a positive relation with purchase decision.
Key words: Brand
Brand image
Brand attachment
INTRODUCTION
Environmental effects and purchase decision people make relationship or loyalty with brands and use the products [1]. Consumers choose brands and the products due to their environment and society trends.
So the question is how we can convince the customer to buy product of our brand under the consideration of social environmental issues.
A researcher told in his studies that there are two basic factors, information of the brand in existing market and customer experience with the brand before.
According to them
ISSN 1818-4952
© IDOSI Publications, 2013
DOI: 10.5829/idosi.wasj.2013.24.07.1339
Factors Affecting Consumer Purchase Decision in
Clothing Industry of Sahiwal, Pakistan
1
Rashid Saeed, 2Rab Nawaz Lodhi, 2Alhaj Muhammad Junaid Mukhtar,
2
Sarfraz Hussain, 3Zahid Mahmood and 4Moeed Ahmad
1
Management Sciences Department,
COMSATS Institute of Information Technology Sahiwal, Pakistan
2
COMSATS Institute of Information Technology Sahiwal, Pakistan
3
Bahria University Islamabad, Pakistan
4
Department of Business Administration,
Bahauddin Zakarya University, Sahiwal Campus, Pakistan
Submitted: Jul 23, 2013;
Accepted: Aug 28, 2013;
Published: Aug 29, 2013
Abstract: The reason to conduct this research is to integrate the brand image, brand attachment and environmental effects and their impact on consumer purchase decision. Does environmental effects has some function while making purchase decision or people don’t bother to think about this all. Either consumers want to be loyal and attach themselves with brands or they don’t want to attach with one brand? Results elaborates that brand image don’t have a positive relation with purchase decision, brand attachment has a moderate positive relation with purchase decision and environmental effects don’t have a positive relation with purchase decision.
Key words: Brand
Brand image
Brand attachment
INTRODUCTION
Environmental effects and purchase decision people make relationship or loyalty with brands and use the products [1]. Consumers choose brands and the products due to their environment and society trends.
So the question is how we can convince the customer to buy product of our brand under the consideration of social environmental issues.
A researcher told in his studies that there are two basic factors, information of the brand in existing market and customer experience with the brand before.
According to them