A Study of Clothing Purchasing Behavior By Gender with Respect to Fashion and Brand Awareness

Abstract

It has been suggested that male and female consumers demonstrate considerably different approaches in their decision-making and purchasing behavior when shopping for clothing for a variety of different reasons. For this reason, this study is centered on determining the degree to which gender affects the purchasing behavior of consumers buying fashion items and on determining what the differences between male and female consumer clothing purchasing behavior might be. The sample group for this study, which aims to identify the differences between male and female consumers from a gender perspective by examining their purchasing behavior with respect to fashion and brand awareness, was made up of 382 consumers chosen at random. The data used in this study were collected using a scaling tool made up of 29 questions devised by the researchers. The gathered data were then analyzed using the Social Sciences Statistics Packet (SPSS 17). As a result of this study it was determined that male and female consumers do have different perceptions and preferences with respect to fashion and brand awareness in their clothing purchasing behavior, that demographic characteristics were influential in purchasing clothing, and that women were more influenced by fashion while men were more influenced by brand name.