Consumer Buying Behavior in the Fashion Apparel Industry of Bangladesh

Abstract

Purchase intent, also known as buyer intent, describes the extent to which customers are willing and inclined to buy a product or service from you within a certain period of time. This study aims at evaluating consumer buying behavior in the fashion apparel industry of Bangladesh. The fashion industry in Bangladesh has seen the emergence of a lot of new branded goods and commodities, which has resulted in the development of a variety of brand tactics and marketing. People's traditional interest in clothing has been modified as a result of branded apparel, and businesses in the clothing sector are competing against one another to increase their market share of profits. Businesses from both local and foreign branded have shown interest in the flourishing fashion sector as well as the expanding market. It is essential for a brand to understand the customer's purchase intention because this increases the likelihood of the consumer preferring the brand, continuing to use the brand, having a positive feeling of confidence in the brand, and experiencing a sense of relief in their mind about the purchase. This paper provides a better understanding of customers’ purchase behavior in the fashion apparel sector of Bangladesh in order to increase the level of satisfaction experienced by the customers. The evaluation of customer purchase intention has been analyzed based on the five elements, which are distinctiveness, consumer group distinctiveness, brand quality, organizational associations, and image consistency. For the purpose of generating this project report, we used a quantitative approach in the form of an online survey to gather in-depth data from 88 participants. As a result, 88 people were included in the sample, with more women than men providing responses. For the purpose of conducting studies on the topic, a standardized questionnaire has been created. The gathering and analysis of the data are carried out in a statistical and descriptive manner, respectively. A descriptive analysis was used for the statistical research that was conducted. Based on the results of the survey, it seems that consumers' perceptions of a brand's image consistency have a significant impact on whether they are willing to make a purchase of a product from that brand's company. However, the following may also influence consumers' decisions to buy fashion industry brand items: consumer group; organizational distinctiveness; associations; brand quality; and distinctiveness.