CUSTOMER PERCEPTIONS IN BUYING DECISION TOWARDS BRANDED BANGLADESHI LOCAL APPAREL PRODUCTS

Abstract

The work reported in this paper is based on many Bangladeshi local apparel fashion brand outlets which are flourishing in a light-hearted way. As Bangladesh doing its RMG products business both in the international and the local market with praising fame and faith, so many local apparel brands are growing their business like a newly born baby. Understanding the customers desired requirements for local apparel branded products and satisfying the customers demand have become very diffucult task for the brand management. Hence, an approach was made in this study to investigate the customer’s perception in buying decisions toward local apparel products.The study was conducted among 200 respondents including ten local apparel brands among which Cat's Eye, Yellow, Westecs, Artisti, Aarong acheived better brand value and Anjans, Plus point, Rex, Artness achieved less brand value. The work also reported that customer desires the products quality, comfort, price, functional and aesthetic look, offer & discount and many others key buying factors suitable for them when visiting a brand showroom.