Demographics Factors and Perception of Brand Consciousness: A Cross-Sectional Study of Basic Clothing Brands in Karachi Pakistan

Abstract

The purpose of this study is to investigate the purchasing power of Pakistani consumers and to recognize the key elements of branding conditions that affect consumers' buying habits against the latest fashion items. The aim of the study is to identify the importance of clothing brands according to demographic factors, including gender, income, age, and education. We applieddescriptive analysis; chi-square and correlation test were used to analyze the collected sample size of 500 surveyed real-time shoppers selected through non-probability convenience sampling bases from 40 different malls and outlets which are selected through randomly. A research questionnaire was prepared to determine the demographic factors and branded clothes preferences that have an impact on Pakistani consumer’s choices.The study concluded that the demographic factor age hasa significant association with preferences of branded clothes. The demographic factors such as gender, income, and education have an insignificant association with preferences of branded clothes. The results revealed that more or less 50% respondent of all age groups agreed that brand is quite important while considering and purchasing clothes. Strong brand preferences of age group between 18-25(17%), followed by 36-45 (14%), 26-35 (13%), 46 years and above almost 10%. The correlation results concluded that the preferences of branded clothes significantly correlates with price and reference group whereas insignificantly relates with retailer efforts and promotional incentives.We further concluded that age is the vital demographic indicator for stitched garment marketers as well as reference group and price must be considered because both variables are positive and significant influences on branded clothes preferences according to our research findings. DOI: 10.7176/IKM/9-6-02 Publication date:June 30th 201