Authors: Munazza Saeed; Aysha Karamat Baig
Addresses: Riphah International University, Main Campus, Sector I-14, Islamabad, Pakistan ' Riphah International University, Main Campus, Sector I-14, Islamabad, Pakistan
Abstract: The purpose of this paper is to identify the perceptions of Pakistani fashion consumers and variables that have an impact on their satisfaction level. The findings from this study are limited to consumers on the eastern side of Pakistan. A survey was conducted to examine the factors that affect customer satisfaction regarding fashion. Convenience sampling was used and data was collected from three sites. A total of 100 usable questionnaires were collected from Pakistani consumers. Fashion consciousness is rapidly increasing in Pakistan. A key factor behind the purchasing behaviour of people is that they are not compromising on the comfort of shoes, but they want to differentiate themselves from others. This study suggests that the footwear industry should focus on certain important factors to attract and satisfy young fashion-conscious consumers, and other age groups should also be focused on and engaged. Most of the fashion-related studies have been conducted in developed countries but in developing countries like in Pakistan, this area is barren. Fashion and customer satisfaction have not been utilised to explain consumers' perceptions. This paper tries to focus on key factors regarding satisfaction level of footwear consumers in the province of Punjab, Pakistan.
Keywords: footwear; fashion consciousness; customer satisfaction; consumer perceptions; quality; shoe comfort; Pakistan; shoe industry; developing countries.
International Journal of Social Entrepreneurship and Innovation, 2013 Vol.2 No.1, pp.52 - 66
Published online: 21 Mar 2013 *Full-text access for editors Access for subscribers Purchase this article Comment on this article