Brand Preferences and Frequency of Buying Branded Clothes: A Research on Dhaka City, Bangladesh

Abstract

The significant factors’ association during brand preference between local and foreign and how the purchase frequency of buying any clothes occurs have been investigated. The data have been collected by a structured questionnaire among the respondents who presently living in Dhaka city and the regular buyers of clothing & garments of different brands-foreign & local. Convenience sampling method has been used with a sample size of 200 consumers for data collection. Hypotheses have been developed and tested by chi-square to analyse the significance among different demographic factors. This study has helped to understand the scenario of the consumers’ interest and preference for branded clothes as well as evidence of that with monthly family income and different age group may vary the frequency of purchase pattern.