IMPACT OF BRAND IMAGE ON CONSUMER BUYING BEHAVIOR IN CLOTHING SECTOR: A COMPARATIVE STUDY BETWEEN MALES AND FEMALES OF CENTRAL PUNJAB (LAHORE) AND SOUTHERN PUNJAB (MULTAN)

Abstract

Consumers give very importance to brands and relate their prestige with different brands. They see brands in different perspectives and expect better quality of brands. With the passage of time if brand satisfy the need have the customers then they become loyal with the brand and built long term relationship with that specific brand. The basic purpose of this study is to see the impact of brand image on consumer buying behavior in clothing sector. It is actually a comparative study between two cities which are Lahore and Multan. The main objective of this study is to know which city consumers have more clear concepts about brands and their usage about brand. Two independent variables (Brand Image & Consumer Awareness), one mediating variable (Consumer perception) and one dependent variable (Consumer Buying behavior) were selected for this study. For this study questionnaires were filled by the sample size of 155 and target audience was both males and females. Reliability of the data was checked through Chronbach’s alpha value. Descriptive Statistics, Inferential Statistics (regression, correlation and Independent sample t-test) applied with the help of SPSS software. For the comparative study Independent sample T-test was applied after computing the variables. Empirical findings show that Alternative Hypothesis is accepted. Hence the result shows that males are more brand conscious than females.