Title

Study of impulsive buying in apparel fashion retailing in Pakistan

Author

Sana Baloch

Degree

Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Keywords

Fashion Industry | Apparel | Marketing | Consumer behavior

Executive Summary

This study focuses on the detailed analysis of consumer behavior in Pakistan regarding impulse buying in fashion apparel and how acting variables contribute towards it. Methodology: A questionnaire was developed, 104 individuals filled this questionnaire who are involved in fashion buying.Top designers and retailers from fashion industry were interviewed.

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