Understanding consumer psychology in female apparel industry in Pakistan


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


Branded apparel Pakistan fashion clothing

Executive Summary

This paper will therefore, serve to understand the dynamics of the female apparel industry in Pakistan & use literature to identify the influencing factors on the customers which impact customer psychology to make purchase decisions. This research will therefore also serve to understand different elements of a brand which compel consumers to opt for branded apparels. Program: EMBA Photocopying is prohibited. To be used within library premises. A survey was conducted between general female users over the internet, residing in the city of Karachi, Pakistan. A total of 170 participants were given the response questionnaire which was completed by a total of 150 participants.

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