Role of Brands on Consumer’s Buying Behavior in Bangladesh: a Study on Fashion Cloth

Abstract

Brand is a whole range of communication, learning, history, feeling about a product or company within a simple name and logo. Cloth is a necessary item in our daily shopping list. It’s satisfy the all needs which exposed by Maslow’s Hierarchy of needs theory level. This paper attempts to highlight the role of brands on consumer’s buying behavior of fashion cloth in Bangladesh, particularly in sample areas. The paper explore the role of brand through 200 samples from two cities; capital city Dhaka and commercial capital city Chittagong using direct interview method. It is found that significant correlation between brand with related variables and consumer involvement in fashion cloth in Bangladesh. The study found six factors have the influence 53% (total variance explain) on total behaviors of consumers. Also explore that ‘R squared’ is 54% and ‘R’ is 64%, which exhibit the model exposed significant relationship between the dependent variable and independent variables. Finally this paper suggests a few guidelines to marketer(s) and decision maker(s) for building a strong and favorable brand with loyalty to influence the consumer buying behavior of fashion cloth in Bangladesh.

Keywords: Brand, Consumer, Buying Behavior, Fashion Cloth, Bangladesh