An exploration of factors influencing purchase decision making of apparel consumers

Keywords: Clothing Choice Criteria, Contribution of Different Factors, Decision Making Styles, Intrinsic & Extrinsic.


The foci of the present study was multifold: to examine the association and contribution of personal factors, social factor, psychological factors, mass media and clothing choice criteria onto female consumers’ decision makings styles. A purposive sample of 443 female consumers with an age range of 15-55 years (M = 28.62, SD = 6.69) was recruited from various shopping malls and households of Karachi. The following set of survey questionnaires were used in the present study to assess the variables of interests:  Brief Semi-Structured Interview Form, Social Factors Influence Measure, List of Values Measure (LOV; Kahle, 1985), Risk Reduction Function of Branding Scale (Fischer, Völckner, & Sattler, 2010), Social Demonstrance Function of Branding Scale  (Fischer, Völckner, & Sattler, 2010), Mass Media Influence Measure (Shin & Dickerson, 1999), Clothing Choice Criteria Measure (Eckman, Damhorst, & Kadolph, 1990), Consumer Style Inventory (CSI; Sproles & Kendall, 1986), and Brand Relevance in Category (BRiC; Fischer, Völckner, & Sattler, 2010). Linear Regression Analysis, Multiple Regression Analysis, and Hayes’ (2013) PROCESS Macro were used to test the hypothesis of the present study. These findings provide useful insight regarding the factors that influence female consumers’ apparel purchase decision making styles in general and when making branded apparel purchase decision. These findings have important implications for manufacturers, marketers and retailers in apparel industry.


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Author Biographies

Imran Yousuf Muhammad, Preston University

PhD Scholar at Preston University

Murtaza Maitlo Ghulam, Preston University

PhD Supervisor, Dean & Professor Business Administration at Preston University   


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How to Cite
Muhammad, I., & Ghulam, M. (2019). An exploration of factors influencing purchase decision making of apparel consumers. Amazonia Investiga, 8(23), 457-468. Retrieved from
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