Determinants of Consumer Buying Behavior of Clothes; in the Case of University of Gondar Students

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.