A Factor Analysis Approach to Determine Extrinsic Determinants Influencing Apparel Purchase: A Study based in a Metropolitan City in India

Abstract Understanding consumer purchase behaviour is vital in today’s competitive retail environment, particularly in the fast-growing apparel sector of India. The current study investigates the impact of external factors on the buying behaviour within the organized sector of Kolkata, an eastern metropolis in India, utilising the Stimulus–Organism–Response (SOR) model. The study uses Exploratory and Confirmatory factor analyses to extract factors and validate them. Initially, 24 external attributes were identified from past literature, out of which 20 of them were confirmed through a pilot survey. The main survey collected 550 responses, out of which 362 responses were found to be complete and valid for the study. Exploratory factor analysis (EFA) was performed on 253 responses and Confirmatory factor analysis (CFA) on the remaining 109 responses. Seven factors namely, Product Positioning, Shop Locale, Merchandising, Fabric Quality, Aesthetics, Elegance and Durability were extracted and confirmed. Independent t-tests conducted to examine gender-based differences showed disparities across four factors while chi-square tests show multiple statistically significant associations among the factors. The results validate the relevance of the SOR framework in the emerging apparel market scenario of the metropolis, showing a distinct relationship between external triggers, internal assessments and consumer buying intentions. The research provides practical guidance for the apparel marketers, recommending strategic retail approaches. Limitations and future research avenues have been addressed, highlighting the need for multi-city studies and integration of internal factors also.