Abstract:
The study of consumer buying behavior is very essential in the field of marketing as it helps
firms to construct smarter marketing strategies by getting an insight about what affects buying
behavior of consumers. The purpose of this paper is to assess factors that affect consumer
buying behavior of clothes. This paper also reviews the relationship between consumer buying
behavior and cultural, personal, social and psychological factors. This study was adopted both
quantitative and qualitative research approach with descriptive and explanatory research
design. To collect data from the respondent’s stratified sampling techniques were used. Primary
data was collected from 380 students who attend their education in university of Gondar by
using self-administrated questionnaires with likert scale statements and conducting interview for
selected students. Quantitative data was collected, coded and entered into the computer for
analysis using the Statistical Package for Social Sciences. Data was analyzed by using
descriptive, correlation, and multiple linear regression models. This study was found that
cultural, social, personal and psychological factors have significant correlation with consumers
buying behavior of clothes. The findings also show that all factors significantly affect consumer
buying behavior, psychological factors significantly affect consumer buying behavior than other
three variable namely cultural, social and persona factors. Clothing industry should consider
those factors when formulate their strategies.
