PRICE AND QUALITY ON CONSUMER BRAND PERFORMANCE: CASE OF APPAREL INDUSTRY

Authors

  • Mahnoor Shahid University of Karachi

DOI:

https://doi.org/10.56596/jbem.v1i02.20

Abstract

Ever since the modern era has begun, the evolving technological progressions amplified the marketing process of conveying the products and services to the customers where the foremost priority would be based on their preference and intention to purchase. The key drive of executing this study is to seek the effect of apparel quality, price, and digital advertising on the preference of the customers. Moreover, this study involves around four basic dimensions which were used in order to find the influence of independent variables including price, quality, and digital advertisement of apparel brands whereas customer brand preference is taken as a dependent variable. The following research is quantitative in manner and cast a deductive approach. Further, this study has few questions related to our objective however the solution to those question is being analyzed through correlation analysis which also express the relationship among the designated variables/dimensions. For the purpose of finding the effect of independent variables on the dependent variable, a Regression test was carried out for the prior understanding. With the help of data analysis, it can be concluded that all the dimensions have a significant relationship among them however a significant impact of independent variables on the dependent variable has been found. Eventually, there were 239 respondents taken as the sample size of the population though the respondents are majorly categorized as those who used the mentioned apparel brands and are the residents of metropolitan cities of Pakistan.

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Published

2021-12-31

How to Cite

Shahid, M. (2021). PRICE AND QUALITY ON CONSUMER BRAND PERFORMANCE: CASE OF APPAREL INDUSTRY. Journal for Business Education and Management, 1(02), 1–24. https://doi.org/10.56596/jbem.v1i02.20