The Factors that influence consumer buying decision in fashion industry in Yanliang District, China

Abstract

This research work is based on considering different factors, which result in impacting over the consumer’s buying behavior. The investigation is conducted in the narrative of the fashion industry and the behavior which guides the people to act and design in a matter which will be able to manage the affairs of the fashion industry. The study is focused on the fashion industry because of the increase in the economic contribution of industryand expansion of the research.

The work has been divided under the chapter heads. The initial part of the paper is presenting the introduction where based on the problems, questions and objectives are developed to be addressed by the findings of the research. It presents a detail description regarding how the research will be carried out. Based on the research area, literature review is conducted by critically analyzing the relation of variables.

In literature review, different researchers work has been studied and reviewed for developing an understanding the nature of relation prevailing among them.There is to used that Theory of Buying Decision Process to research.

In addition, a research methodology is discussed here, which presents the selection of methods and techniques based on positivistic research paradigm. The unit of analysis is the individuals that are associated with the fashion industry of China. The study is based on deductive approach with quantitative data analysis. The paper further includesdiscussionand analysison the sampling technique considered for data collection.

Finally, the chapter five willshow the results and discussion.