Factors affecting consumers' buying decisions in choosing branded clothes / by Marjorie D. Marco.

Thesis (BSBM--Marketing) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

MARCO, MARJORIE D. Factors Affecting Consumers' Buying Decisions in Choosing Branded Clothes. Undergraduate thesis. Bachelor of Science in Business in Marketing. Cavite State University, Imus, Cavite. March 2009. Thesis Adviser: Mr Sixto N. Ras Jr.
This study aimed to know the profile of the consumers who were buying branded clothes, to know the factors affecting consumers' buying decisions in choosing branded clothes, to know the level of influence of each factor to consumers in their buying decisions to choose branded clothes, to know the factor that has a great effect in their buying decisions in choosing branded clothes and to know if there is a relationship between the profile of the respondents and the factors affecting consumers' buying decisions in choosing branded clothes. The factors were gathered from the pre survey. These factors were price, quality, fashion trend, variety of colors, styles, and availability of stocks, endorsers or celebrities, store convenience, family and friends. One of the objectives was to know the level of influence of each factor to the consumers in their buying decisions in choosing branded clothes. The descriptive method was used in this study. Descriptive method of research is a fact-finding study with adequate and accurate interpretation of the findings. It describes what the data is. It describes with emphasis what actually exists such as a current conditions, practices, situations or any phenomena. Since the present study was concerned to the factors affecting consumers' buying decisions in choosing branded clothes, the descriptive method of research was the most appropriate to use.
Survey was used to collect data for this study. This was used because it is more appropriate. The instrument that was used to collect data is questionnaire. Quota sampling was used in the study. 200 consumers were the respondents of this study. From the survey, most of the respondents were female from ages 16-25, single, college graduate, unemployed, and has a monthly income/monthly allowance of 5,001 and below.
Consumers were highly influenced by price and quality. Consumers were influenced by fashion trend, variety of colors, styles, availability of stocks, endorsers or celebrities, store convenience, family, and friends. And the factor that has a great effect on consumers was price. Chi-square was used to determine the relationship of profile of consumers to the factors affecting their buying decisions in choosing branded clothes. From the computations, gender has a relationship to styles and endorsers or celebrities. Educational attainment has a relationship to availability of stocks and store convenience. Employment status has a relationship to family. The age civil status and monthly income has no relationship to the factors. The researcher recommends the following: (a) for female and male that were highly influenced by the styles and endorsers or celebrities, they should buy clothes that are appropriate to them because sometimes the styles that they want do not look good on them and they should not also imitate all the styles of the endorsers or celebrities, they should come up with their own. (b) For the companies of branded clothes, they should maintain the high quality of their clothes because consumers were also highly intluenc/zd by the quality. They should improve the styles o their clothes because female clinpneti., were more conscious when it comes to styles. They should also choose the endorsers or celebrities that are well known. (c) For the future researchers, the researcher recommends to conduct similar study that will focus on other factors like culture, personal and psychological factors.

Submitted to the University Library 05/25/2009 T-3989