Impact of Social Factors on Clothing Purchase Behaviour Patterns: A Study on Working Women Consumers

Abstract

Consumer demand for fashion apparel is at an all-time high, resulting in a paradigm change in consumer tastes. Social factors plays a very significant role in the purchase behaviour pattern in the clothing sector. The aim of this research is to determine the influence of social factors, including reference groups, social media, fashion involvement, and clothing benefits sought, on the purchasing decisions of working women. This research also intends to investigate the level of cognitive dissonance among the aforementioned users. The data was evaluated using structural equation modelling on a sample of 250 urban women. According to the findings of the study, social media, reference groups, and clothing benefits sought were significantly linked to purchasing decisions. There was no significant difference in purchasing decision for fashion involvement. Furthermore, buying decisions have a huge impact on customer cognitive dissonance. The results have implications for future studies, as well as retail stores.

Keywords: Buying Behaviour, Working Women Consumers, Clothing Buying Behaviour, Social Influence Factors, Consumer Behaviour

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