Cause-and-effect relationship among apparel buying

The apparel and clothing industry being positioned at first place and also the spending on apparel and clothing among the customers increasing with each passing day; it becomes imperative to study the changing behavior of consumers. The purpose of this study is to expand the knowledge of apparel buying behavior of Indian consumers and in a practical sense understanding the factors which influence their purchase intentions. The current study examines causal linkages among Promotional factors, reference groups, Store Attributes, Product attributes and Consumer characteristics in apparel buying behavior. It empirically investigates the cause-and-effect relationship among the dimensions of consumer buying behavior towards branded apparels and develops a model through Structural Equation Modelling.