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In developing countries seem to possess an increasing

demand for the purchase of foreign products.

Many foreign brands compete with older local brands.

In Asian markets have attracted attention from multinational apparel firms.

The consumer decision to buy a particular brand is effected by different factors.

 The assessment of an apparel item is an important

step in the decision-making process.

Pakistan has consumption-oriented society and

people tend to spend more on rituals and social engagements.

 Consumer purchase intention towards foreign apparel

brands is a complex phenomenon and different factors involved in peoples purchase intention

 Which are the most important factors that effect

consumers purchase intentions of foreign apparel brands in Pakistan?

 Inspecting and analyzing customers attitudes have

been emphasize by way of an enormous significance in microeconomic topic.

Additional insight into consumers purchasing

intentions can help support and enhance the strategic positioning of the foreign products.

 The major benefits with the help of conducting this

research will be that it will enable to identify different important factors of consumers purchase intentions of foreign apparel brands in Pakistan and this can help marketers understand why consumers in developing countries choose to purchase foreign brands.

 To study factors affecting consumers purchase

intentions towards foreign apparel brands.

To allow foreign apparel firms to better understand

Pakistans market.
To help foreign apparel firms to adopt effective

strategies for Pakistans apparel market.

 The target audience is customers of different brands.

The research is restricted to foreign brands in

Pakistan.

Brand consciousness
Normative influence Emotional value

Consumers Purchase intention

Perceived quality

Independent variable:

Brand consciousness Normative influence Emotional value Perceived quality

Dependent variable:

Consumers Purchase intention

 H1: Brand consciousness has a positive impact on

consumers purchase intentions for foreign apparel brands

H2: Normative influence has a positive impact on

consumers purchase intentions

 H3:

Emotional value has a positive impact on consumers purchase intentions

H4: Perceived quality has a positive impact on

consumers purchase intentions

 Sample size =100

Gender=Male & Female


1. 2. 3. 1.

Section 1: Gender Age Status

Section 2: 19 questions Likert scale Spss (Regression- Corelational)

2.
3.

 The questionnaire was distributed among 100

respondents.
Convenient sampling was used.

Reliability Analysis: The above reliability statistic is showing a significant level of the questionnaire. The reliability statistics shows value (0.713>.6). It means that the questionnaire is highly reliable and their outcomes are also reliable because
Reliability Statistics of Purchase intention

Cronbach's Alpha .713

N of Items 2

 Reliability Statistics of Brand consciousness

Items # 4 Cronbach's Alpha .621

Reliability Statistics of Normative Influence

Items # 6 Cronbach's Alpha .768

Reliability Statistics of Emotinal value

Items # 3 Cronbach's Alpha .815

Reliability Statistics of Perceived quality

Items # 4 Cronbach's Alpha .791

Frequency distribution Age Frequency 16-20 72

25-30

28

Frequency distribution Gender Male 64

Female

36

Pearson correlation analyses were used to validate the relationships between the dependent and independent variables.
Correlation: 0.828**, 0.562**, 0.814** & 844** with a significance shows a positive relation between dependent variable and the independent variables with a significance value less than .01 shows a positive relation between dependent and independent variable which means there is strong statistical correlation between them.

Regression:

R Square

Adjusted R Square Std. .797

Error of the Estimate .45128

.897a

.805

Anova: significance value is less than .05 (.000<.05), so we conclude that there is a statistically significant relationship between dependent variable and the independent variables

Coefficients: It shows there is a positive relationship between dependent variable (Consumer purchase intention) with independent variables (BC)at (=.261, p=.003) (NI) at (=.125, p=.027) (EV) at (=.302, p=.000) (PQ) at (=.328, p=.001)

 Coefficients:
According to the results its proved that the alternatives

hypothesis H1, H2, H3 & h4 are accepted.

 The study shows that Normative Influence, Brand

Consciousness, Perceived Quality and emotional value have a significant impact on Pakistani consumers purchase intentions towards foreign apparel brands.

 These results shows that Normative Influence, Brand

Consciousness, Perceived Quality & Emotional Value are direct & Indirect Factors of Purchase Intention.

 The study provides valuable information to foreign

apparel brands who want to enter Pakistans apparel market.

This signifies that foreign apparel brands must

formulate their marketing strategy by focusing on Quality and Emotional aspects of their brands.

 Their advertisement campaign must communicate

that their products have standardized quality and one will feel good by using their products.
They can appreciate their sales by guarantying

standard quality at prices that are reasonable.