Factors Affecting Customers Buying Behavior towards Original Brand Purchase and Replicas in Clothing Sector

Abstract

The objective of this study is to scrutinize the factors that affect the buying behavior of customers towards the brand replicas and the original brands. The dependent variable of this study is buying behavior which is significantly affected by the independent variables which are price, quality, satisfaction, status and class. This is a casual and exploratory quantitative study. The sample size was 211 and convenient sampling strategy was used to collect the data. SPSS version 16 was used to analyze the data. Conclusion of this study indicated those replicas brands are much preferable for middle class as they provide prestigious impression of them in the society