Assessment of Customers’ Satisfaction towards Fashion Apparels: Evidence from Bangladesh

The global apparel industry has experienced exponential growth in recent decades, powered by rapid technological advancements, shifting fashion trends, and evolving consumer preferences. In developing nations like Bangladesh, which is well known as a major center for the production of clothing worldwide, the sector is changing dramatically. The emphasis is progressively shifting from conventional production-centric techniques to more consumer-focused tactics that give quality, sustainability, and market responsiveness top priority. Therefore, the goal of this study was to evaluate customer’ satisfaction towards fashion apparels in the context of Bangladesh. The data were collected from 100 respondents by survey method through a structured questionnaire with five-point Likert scales and multiple items. The purposive sampling method was used in this research. The data were analyzed using frequency analysis, mean, standard deviation, and regression analysis using SPSS software. The findings show that product quality, price fairness, shopping experience, and brand reputation had a positive impact on customers’ satisfaction towards fashion apparels in the context of Bangladesh. The results of this study offer valuable insights for apparel manufacturers, retailers, and brand managers in Bangladesh. Industry participants should place a high priority on upholding good product quality, making sure that prices are fair and transparent, fostering pleasurable shopping experiences, and developing powerful, reliable brand images in order to increase customer happiness. In a market that is becoming more and more driven by customers, these tactics are now necessary rather than discretionary. Furthermore, incorporating consumer input into marketing and product development choices helps reinforce market positioning and brand loyalty. Lastly, businesses will be in a better position to prosper in both domestic and foreign markets if they adjust to these changing consumer demands.