Females Purchase Intention of Branded Clothes in Pakistan

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Abstract

This study aimed to develop a sample of analysis of the impact of brand consciousness,
experiential, materialism, need of uniqueness, social influence and trait of vanity on
purchase intentions in branded clothes among the female consumers of Karachi and also to
study the moderating role of trait of vanity. Female of Karachi has been selected as a
sample. In order to propose the relationship among variables, a conceptual model was
developed. Data was collected from 271 respondents through questionnaire. SPSS was
used for testing the proposed hypotheses. The research shed the light on the behavior of
female consumers towards branded clothes. Brand consciousness, experiential,
materialism, need of uniqueness, and social influence all were impacting positive and
having significant influence on female consumers’ purchase intention of branded clothes.
Due to time restrictions, the study is only limited to the female purchasing branded clothes
in Karachi only. Moreover, the selected brand is only one i.e., Khaadi while we are
neglecting other big cities and female clothing brands of Pakistan. The uniqueness of this
research is that their emphasis on the purchase intention of female consumers of branded
clothes which is an evolving segment in brand’s clothing market. Moreover, this research
provides empirical evidence related to the significant moderating effect of trait of vanity.
The significant direct and moderating effect lays the foundation of future research related
to the branded clothes.