Influence of Lawn Exhibitions and Brand Outlets on Consumers Buying Behavior

Abstract

For past 6 years the textile industry is leveraging tremendously by raising the bar in terms of product development, brand building, placement, style and presentation to increase accessibility to luxury. In this context, this research is undertaken to analyze the influence of lawn exhibitions and brand outlets towards consumers buying behavior and preferences. This research further investigates the consumers’ responses to the current trends of pricing strategy of the lawn prints. It is descriptive in nature and a survey questionnaire is used which was consisted of 315 female consumers living in Karachi. The research focused on lawn exhibitions and brand outlets, shopping malls, beauty salons by taking the views of female consumers. The questionnaire was developed to find out about women living in Karachi whether they are influenced by the trend of branded lawn suits, promotions, exhibitions/brand outlets, styles and quality. The study’s conceptual framework included six independent variables which were considered key dimensions of consumer buying behavior; one moderating variable_ consumers demographics_ plays a vital role in buying decisions. The research also found a strong positive relationship between lawn exhibition, brand outlets and consumer buying behavior. Although the consumers buying patterns, choices, purchasing power and accessibility may differ among female consumers, all like to wear lawn prints for various reasons.