A Study on Factors Influencing Consumer Buying Behaviour towards Clothing Purchases

Consumer buying behaviour in the clothing sector reflects product attributes, shopping environments, marketing communication and sustainability preferences. This study examined the factors that 30 respondents reported as relevant to their clothing purchases. A descriptive research design was used, with primary data collected through a structured questionnaire and participants selected by convenience sampling. Responses were summarised using descriptive statistics. Women accounted for 90% of the sample, and 60% were aged 18–25 years. Price was considered important by 56.7% of respondents, while 50% agreed that they preferred high-quality clothing even when it was expensive. Agreement with a preference for unique and trendy designs was reported by 40%, with a further 23.3% strongly agreeing. Respondents also reported considering fit, ease of maintenance, customer service, clothing variety and store ambience. Social media, advertisements and recommendations from friends and family were among the reported sources of purchasing influence. Furthermore, 83.3% of respondents agreed or strongly agreed that they were willing to pay extra for sustainable clothing, while 63.3% reported shopping during discounts and sales. These findings describe multiple considerations within a small, predominantly young and female sample. They suggest that apparel retailers may benefit from attending to product quality, affordability, customer experience and sustainability preferences, although the descriptive design does not establish causal relationships or population-wide patterns.