Purchase Intentions of Consumer towards Foreign Brand Apparel
Clothing is an important product category through which people express their interests, status, and lifestyle. With the advance of consumerist culture in India, expression of identity and social standing through clothing is becoming imminent. In this context, we have identified the factors relating to self-concept, like the need for uniqueness and clothing interest are insignificant, but the perceived quality of foreign brand apparel is a significant factor in determining the purchase intention. The construct of perceived quality forms a significant component in the modified Ajzen (1991) Model, which along with its traditional constructs suit the Indian consumer. We also find that perceived behavioural control (PBC) if split into external PBC and internal PBC become insignificant to the model. We therefore recommend that foreign entrants into the Indian market adopt suitable segmentation, distribution and operational strategies to leverage on the high quality perception of foreign brand apparel in the Indian market.