Antecedents of purchase intention: a study on fashion brands

Purchase intention depends on various factors, based on the product or a brand. With the rapid growth in urban, rising disposable income, and exposure to more fashion brands has led to the purchase of more branded apparels and much emphasis is required in this category. There were fewer studies in this segment and hence this study gains momentum. The primary objective of this research is to derive the factors which influence purchase intention on fashion brands. Exploratory factor analysis is conducted and four factors were obtained; Brand perception, Brand cues, Purchase decision and Brand awareness. Our secondary objective is to analyse the extent of the relationship between the factors obtained and purchase intention. Multiple regression analysis is conducted which reveals that Brand perception and Branding cues play a key role and have a positive relationship with Purchase Intention. However, purchase decision and Brand awareness have a positive role in influencing Purchase Intention. This study gives an insight into various aspects of buying behaviour which leads to purchase intention based on consumer perception. It also throws light on the cues which greatly influence them to purchase a particular brand.