—The purpose of this research is to examine Pakistani female consumer’s buying behavior and understand the key factors of branded clothing which influence female consumer’s involvement towards trendy branded clothing. A survey was conducted from general female consumers aged between 20-35 to obtain empirical evidence by using questionnaire and statistical techniques. The total of 415 respondents filled the questionnaires. The results indicate that status branding, brand attitude, paying premium for branded clothing, self-concept and reference groups were found to have positive effects on female consumer buying behavior while increasing consumer involvement in fashion clothing. This paper expands understanding of female consumer buying behavior related to Pakistani environment and highlights the factors that highly influence consumer involvement in fashion clothing.
—Fashion branding, consumer behavior, consumer involvement in fashion clothing, Pakistan.
Hareem Zeb is with the Department of Management Sciences, COMSATS, Institute of Information Technology, Abbottabad, Pakistan, email@example.com.
Kashif Rashid is with the Department of Management Sciences, COMSATS, Institute of Information Technology, Abbottabad, Pakistan, firstname.lastname@example.org.
M.Bilal Javeed is with the Department of Management Sciences, COMSATS, Institute of Information Technology, Lahore, Pakistan, email@example.com.
Cite:Hareem Zeb, Kashif Rashid, and M.Bilal Javeed, "Influence of Brands on Female Consumer's Buying Behavior in Pakistan," International Journal of Trade, Economics and Finance vol.2, no.3, pp. 225-231, 2011.