Exploring the role of branded clothes in shaping consumer buying behavior of Rawalpindi & Islamabad

Abstract

This study explores the role of branded clothes in shaping consumers buying behavior with respect to Pakistani context. It also covers/explores different dimension of the study in order to provide the better understanding of the subject matter and explains the concept in-depth. The findings tell about the different determinants which are involved in driving a customers buying behavior, the tendency to follow what others do in their social circle secondly the impact of media in the mind of consumers are also plays a significant role for shaping positive consumers behavior moreover this study also shed light on counterfeit products that what are their role within Pakistan, furthermore this study cover the pricing, quality, self-confidence, self-esteem and status symbol which directly or indirectly relates with consumers life. As this researches gives the detailed understanding that consumers perceive as brands are high in quality and if the products price is high then consumers will also perceives those product superior, this study also provides the difference between local products and brands. There are many consumers who stick to certain brands in order to show their status symbol and exclusive personality to others. In last this study provide the true understanding that’s brands has a positive impact on consumers buying behavior.