Journal of Business Economics and Management

Authors: Farhana Karim, Md. Sarowar Khaled

Abstract: Purpose: Bangladesh is one of the major fashion products suppliers in the global market and in this country especially in city area number of young fashion consumers are rising, so this study mainly focuses on different social factors that may influence in buying decision of fashion products and gives emphasis on finding whether there is any relationship between different demographic variables like gender, age, education, income and influential social factors of fashion product buying behavior e.g., relatives, friends, family, social status and so on.

 

Methodology: Data has been collected from 218 respondents of the capital city of Bangladesh using cluster sampling and simple random sampling through a questionnaire survey. To draw a hypothesis, a z-test and chi-square test have been done.

 

Finding: From the hypothesis, it is evident that family, friends, relatives and social status have no significant influence on fashion consumer’s buying decisions. There is no significant difference between friends’ influence on graduate and non-graduate consumers on fashion products’ buying decisions. In contrast, from another hypothesis it is evident that there is a significant difference between the influence of family on graduate and non-graduate consumers on buying decisions of fashion products. Additionally, it is evident from this study that there is no significant difference between the influence of social status on graduate and non-graduate consumers on buying decisions of fashion products and family’s influence on consumer buying behavior varies across the different levels of income and age group. Moreover, friend’s influence on fashion consumers’ buying behavior varies significantly across the different levels of income and age group in Bangladesh. And friends and family influence on consumer buying behavior varies from gender to gender, but it is apparent from this research influence of social status on consumer buying behavior does not vary gender-wise.

 

Limitations: Few demographic variables like age, income, education, gender, and occupation are considered here to identify the relationship between social factors and demographic factors while making purchase decisions of fashion products. The researcher has shown an analysis of those data that are enough for justification only. But it can be an avenue for further research instigation for getting more clear insights of consumers using other factors.

 

Implication: Since fashion consumers are increasing in Bangladesh; this research finding will help fashion marketers redesign their marketing programs to attract the target segments.