EXECUTIVE SUMMARY

Brands are a unique way to reflect class and social status. Brands markets have expanded much
effort over the years to attract customers. The problem is to find out the influences that brands
have made on the purchasing behavior of Pakistani females for clothing. The purpose of the
report is to list down the factors that influence the buying behavior of Pakistani females.

BACKGROUND
As background for the study, the researchers consulted the study from the International
Journal of Trade, Economics and Finance and from the International Journal of Marketing
Studies. Both the studies stressed the importance of finding out the factors of clothing brands
influencing the buying behavior of females. The previous studies did not analyze the research
in terms of high prices of branded clothes despite of which females buy them and the influence
of social factors on the purchasing behavior of female consumers. This study would fill this gap
by accessing he consumer preferences based on the prices, social factors along with the other
important factors.
RESEARCH METHODS
Using the findings of the previous researches choose the young youth as the most appropriate
audience for the survey. To identify the influence of brands on buying behavior of Pakistani
females, the researchers conducted a survey among a sample of 120 students of IOBM. The
survey was conducted through questionnaires followed by semi-structured interviews.
Fabric Quality
The focus group activities revealed that participants have the general appreciation for the
fabric quality, durability, design and for all the benefits it offers According to the questionnaire
result 55% of participants agreed that fabric quality was the factor that influenced the purchase
of branded clothes.
Price
In questionnaires 42.5% participants agreed that they considered money at hand when
shopping for branded clothes and they consider the price of brand high or low according to the
money available to them. This could be due to people belonging to different income groups,
thereby their affordability towards different prices varies.
Social factors
The participants reflected neutral behavior when inquired about the social influence they have
while buying branded clothes. 36% of the participants mentioned that they are highly
influenced by their family and friends while 29% of the respondents showed neutral behavior.
This could be due to different socio economic backgrounds of people and their consciousness
about the brand image.
Recommendations:
Given these results following are the recommendations:
 Showing that the benefits are worth the cost
 Link the purchase of branded clothes with social image
 Create new line of branded clothing for customers with lower income
 Customer reference programs