Consumers' Buying Intentions with Apparel Brands

Abstract: This study examines key factors influencing consumer buying intentions in the apparel industry, focusing on brand, quality, price, and endorsement. Using a descriptive research design, data were collected from 145 respondents through stratified sampling and a self-made questionnaire. Findings indicate that most respondents were older, male, and had a lower educational background but a higher personal income. Brand, price, and endorsement significantly influenced consumer buying decisions, while quality had a lesser impact. Key factors shaping buying intentions included brand reputation, advanced fabric technology, online price comparisons, perceived exclusivity, and frequent social media advertisements. Personal income significantly affected consumer preferences, whereas age, sex, and education level had minimal influence. The study concludes that strong brand identity, pricing strategies, and endorsements are critical in driving consumer decisions in the apparel market. Based on these findings, it is recommended that apparel brands enhance their brand identity, improve product quality, adopt tiered pricing strategies to appeal to diverse consumer segments, and strengthen digital marketing efforts. Effective endorsement strategies and targeted marketing approaches can further increase brand trust and visibility. Keywords: Apparel, brands, consumer’s buying intentions