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Factors Affecting Fashion Apparel Purchase Decision in Khulna City of Bangladesh


Md. Enamul Haque, Kajol Karmoker, S. M. Arifuzzaman, Laila Siddiqua

Purpose: The aim of this study was to find out the factors that influence the fashion apparel purchase decision in Khulna city of Bangladesh. In addition, this paper measures the impact of each factors on consumer purchase decision of fashion apparel.

Design/ Methodology/ Approach: The study sample consisted of 170 fashion apparel consumers of Khulna city selected based on convenient sampling method. Data was collected using a self-administered questionnaire. Factor analysis was applied to identify the influencing factors and later multiple regression analysis was done to measure the statistically significant factors.

Findings: Factor analysis revealed that 32 variables are loaded on 12 factors. Among 12 factors cultural aspect, ostentation manner and pleasant environment were statistically significant in explaining 30.5% variations in the purchase decision of the fashion apparel in Bangladesh.

Originality/ Value: The study findings enrich the existing knowledge about apparel consumer behavior and bring some suggestions for the apparel producers, designers and merchandisers.

Key Words: Apparel, Quality, Culture, Purchase Decision, Khulna city, Bangladesh.