MARKA TERCİHLERİ VE MARKALI GİYSİLERİ SATIN ALMA SIKLIĞI: DAKKA ŞEHRİ, BANGLADEŞ ÜZERİNE BİR ARAŞTIRMA

Yerli ve yabancı marka tercihi sırasında önemli faktörlerin ilişkisi ve herhangi bir kıyafet satın alma sıklığının nasıl meydanageldiği araştırılmıştır. Veriler, şu anda Dakka şehrinde yaşayan katılımcılar ve farklı-yabancı ve yerel- markaların giyim vegiysilerinin düzenli alıcıları arasında yapılandırılmış bir anket ile toplanmıştır. Veriler uygun örnekleme yöntemi kullanılarak 200tüketiciden oluşan bir örneklemden toplanmıştır. Hipotezler, farklı demografik faktörler arasındaki önemi analiz etmek için ki-kareyöntemi ile geliştirilmiş ve test edilmiştir. Bu çalışma, aylık aile geliri ve farklı yaş grubu faktörlerinin satın alma sıklığını değiştirebileceğini kanıtlamasının yanı sıra tüketicilerin markalı kıyafetler için ilgi ve tercih senaryosunun anlaşılmasına yardımcı olmuştur.

BRAND PREFERENCES AND FREQUENCY OF BUYING BRANDEDCLOTHES: A RESEARCH ON DHAKA CITY, BANGLADESH

The significant factors’ association during brand preference between local and foreign and how the purchase frequency of buying any clothes occurs have been investigated. The data have been collected by a structured questionnaire among the respondents who presently living in Dhaka city and the regular buyers of clothing & garments of different brands-foreign & local. Convenience sampling method has been used with a sample size of 200 consumers for data collection. Hypotheses have been developed and tested by chi-square to analyse the significance among different demographic factors. This study has helped to understand the scenario of the consumers’ interest and preference for branded clothes as well as evidence of that with monthly family income and different age group may vary the frequency of purchase pattern.

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