Determinants of Consumer Decisions of Urban Pakistani Women for International and Local Fashion Accessories: A Cross-Sectional Study

Sana Sadiq


Remaining competitive in today’s global economy is challenging. Only those companies survive who are able to design products that are in tune with today’s consumer needs. Fashion trends constantly change and companies need to stay a step ahead. But in order to become a market leader companies need to understand the determinants of consumer decisions. This market awareness forms the foundation of sustainable growth. This descriptive cross sectional study is an attempt to identify the determinants and their impact on consumer buying decisions for local and international fashion accessories. Data was collected on lifestyle variables (Attitudes, Interests and Opinions) such as demographics, age, education, socioeconomic status through questionnaires in regards to buying local and international fashion accessories.300 questionnaires were distributed equally among women residing in Islamabad and Rawalpindi. Data from 200 questionnaires were included in the final analysis using Statistical Package for Social Sciences (SPSS). Both descriptive and inferential analyses were employed.

Keywords: Lifestyle, Demographic factors, Consumer behavior

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