Product-related and psychosocial factors as correlates to consumers’ purchase decision for branded apparel goods

Abstract

Consumers’ purchase decision has been a relevant topic of investigation in the marketing industry. This particular study focused on the purchase decision for branded apparel goods, correlated with product related factors such as quality, price, promotion and brand image. Furthermore, purchase decision was also correlated with psychosocial factors such as self-esteem, social support, and social network behavior. Purchase decision was measured in terms of process and choice. Participants were composed of 205 consumers who had purchased local branded apparel in malls, stores or establishments in Iloilo City. Majority were female, 21 to 30 years old, single, with average family monthly income ranging from P20,000 to P40,000.00, and college level/ college graduate. Results revealed that consumers considered product-related factors, especially the quality of the item, to be highly significant, when making a purchase. They also considered psychosocial factors, foremost among which is self esteem, to be highly important in their purchasing decisions. Purchase decision did not differ significantly among the participants grouped according to sex, age, civil status, average family monthly income, and educational attainment. However, there were strong, positive and statistically significant correlations that existed among product–related factors, psychosocial factors and purchase decision.