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Wearing clothes with prestigious brand name is a very significant factor in every adolescent’s
life. Teenagers today, are keener than ever to be accepted. Girls’ brand sensitivity is at its
peak in their adolescent years. Branded clothing provides them an adequate platform to fulfil
all their needs and desires. This study evaluates the female teenage perception of “Brands”
and the factors that hinge their buying decisions in Pakistan. It tries to better understand the
interest of teenager’s in brand names, their perceptions, shopping frequency, expenditure,
information sources, purchase motivation, store selection criteria and their religious beliefs
about the wearable. The study consists of descriptive research with a sample of 311 female
teenage consumers A questionnaire was designed and self-administered to collect the data.
Peers represent the most important predicator in their consumer’s socializing. As the age
proceeds the shopping frequency raises. Certain criteria such as quality, price, sizes
availability and store display carried more weight when making a store selection. Celebrities
are found to be a reason behind the purchase. Brand loyalties among the respondents were
seem to be very low. Educational and marketing implications are recommended. By analysing
these factors a brand can be made more precision and profitable.
Dr Parveen Haq, Ghazal Hussain. (2017) A Study to Analyze Teenagers’ Perception’s of, and Practices Regarding Branded Clothing, Research Journal of Pakistan Home Economics Association, Volume-11, Issue-1.
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