Influence of Pricing Strategies towards Apparel Industry and its Effect on Consumer Behaviour

Abstract: This research delves into the impact of pricing tactics on customer behavior in the apparel business, a field defined by volatile market dynamics and ever-changing consumer tastes. A structured survey is used to collect data from customers aged 18-50 who have bought apparel over the past six months. This research adopts a main quantitative technique. Validity was checked by pilot testing the measurement items. Each idea question was scored on 5-point Likert scales, with 1 indicating strong agreement and 5 strong dissent. A purchasing value and consumption behavior survey gathered apparel price-attitude data. College students wore the apparel were selected for this study. Findings show how important it is for apparel companies to use psychological pricing tactics to create individualized price points that appeal to different types of customers. Furthermore, the report highlights how crucial it is for e-commerce platforms to have transparent pricing. If marketers want to maximize customer engagement and build brand loyalty in a cut-throat industry, these findings have important consequences. Exploring the dynamic relationship between pricing tactics and customer behavior in the apparel business is an area that may benefit from further study. Keywords: Pricing Strategies, Consumer Behavior, Apparel Industry