BUFT Journal of Business and Economics

Men’s Buying Behaviour towards Cotton Panjabi: A Study on Bangladeshi Fashion Brands

BGMEA University of Fashion & Technology
Email: zannatul.ferdous@buft.edu.bd

Abstract

Purpose: This study attempts to detect the factors that have notable impact on Bangladeshi men’s buying behaviour towards ‘cotton Panjabi’ and also attempts to measure the relative importance of each factor. Methodology: This study is quantitative in nature. Adopting online survey method, data have been collected from 224 men and nonprobability convenience sampling technique has been used in this study. Factor analysis has been employed to analyse data and SPSS software has been used to process data. Findings: The findings uncover several factors including attractiveness, fabric quality, buyer’s psychological characteristics, promotional activities and socio-economic factors that affect men’s buying behaviour towards cotton Panjabi among which attractiveness has been detected as the most influential factor. The findings also unveil that young consumers are more fashion conscious and they are the large scale consumers of branded Panjabi. Practical Implications: This study offers a direction to the practitioners by which they can upgrade their product design and style, decoration of their outlets, overall environment of the store, make strategic targeting and promotional activities and make strong industry leadership. Originality/Value: There is a paucity of academic literature that examines the factors influencing men’s buying behaviour towards cotton Panjabi. This quantitative study addresses this gap by identifying the remarkable factors and their impact on Bangladeshi men’s buying behaviour while buying cotton Panjabi. Limitations: This study focused on male consumers in all respects which might mar the findings’ generalizability. Further, this study is limited to cotton apparel and Bangladeshi fashion brands rather than other fabrics and global brands.