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Factors Influencing men’s choice for Eastern Wear

Author

Listed:
  • Hasan, Syed Akif
  • Subhani, Muhammad Imtiaz
  • Osman, Ms. Amber

Abstract

Culture is pivotal in shaping the behavior of an individual. Clothing is one way looking at the culture of one and this research in specific investigates about eastern clothing of men. The origin comes from South Asia i.e. Pakistan. The preference of eastern wear by the male segment has changed drastically as sub-cultures have evolved (inter-marriage with different caste), westernization and consumer’s choices and preference change with time and fashion. The current personality and purchase intent towards eastern clothing was studied with the sample of 267 male respondents from Karachi. The One Sample Test analysis resulted in positive association between personality factor and purchasing decision but a negative association between purchasing decision and product composition, product performance, service quality, marketing factor, social factor and cultural factor. Today’s environment is crucial to the consumer behavior that is the men purchase intentions are variable and does not get easily influenced by the factors(performance, quality, social and cultural etc) pushing the male consumers to purchase the eastern clothing whereas, if the marketer of the eastern clothing hits the jackpot i.e. the personality of the men target segment as its relative to their purchasing decision, it will help the marketers and the organization to attract this segment and increase sales for eastern clothing.

Suggested Citation

  • Hasan, Syed Akif & Subhani, Muhammad Imtiaz & Osman, Ms. Amber, 2012. "Factors Influencing men’s choice for Eastern Wear," MPRA Paper 39100, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:39100
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    File URL: https://mpra.ub.uni-muenchen.de/39100/1/MPRA_paper_39100.pdf
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    References listed on IDEAS

    as
    1. Hasan, Syed Akif & Subhani, Muhammad Imtiaz & Osman, Ms. Amber, 2011. "New Article of Clothing translates the Mood of an Individual," MPRA Paper 34761, University Library of Munich, Germany.
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    More about this item

    Keywords

    Purchase intention; Men buying behavior; Clothing; Culture; Personality; Eastern wear;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • A1 - General Economics and Teaching - - General Economics

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