INFLUENCING FACTORS OF PURCHASE INTENTION TOWARDS FASHION APPARELS

Abstract

The main aim of the study is to identify the influence of price factors on purchase intention towards fashion apparels. In the competitive market the fashion apparels manufacturing industries pay interest on customer purchase intention for keep up their status in market and improved their goodwill. The purpose of this study is to observe the effect of independent variable (price) on dependent variable (purchase intention). Self-administered questionnaires were used to collect data Malaysia. Data was collected from 100 respondents, who were selected through random sampling. The area of data collection was Chennai.  The data so collected was analyzed with the help of regression.  The result of the study shows that, most of the price factors are significant, and the coefficient is positive which would indicate that 3 statements highly influenced consumer attitude.