Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The purpose of this research is to understand the consumer psychology in Pakistan towards female apparels which reflects upon the purchase decisions made by the consumer. This research will therefore also serve to understand different elements of a brand which compel consumers to opt for branded apparels. 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. The results of this questionnaire reveal that the brand attributes, reference groups and self-image played a significant role in influencing consumer psychology so much that the consumer is willing to pay premium price for their preferred clothing brands. This paper expands the understanding that one has about the consumer purchase behavior towards female apparels in Pakistan and highlights the factors which influence consumer psychology in this purchase decision.


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Available for download on Tuesday, December 31, 2030

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