The influence of social, economy and style of clothing to consumer behavior In choosing clothing / Norazlin Rozali

This research is conducted to see the influence of buying pattern in each factor. It is also done to identify the most important factor (out of these three factor) that influenced consumer behavior in choosing clothing and hopefully this research could be the guideline for the retailers and manufacturers of clothing to improve their market strategies. In the attempt to achieve these objectives, sets of questionnaires were distributed to 300 respondents. The respondents are among the shoppers at K.LCC shopping center, Midvalley Megamall and One Utama shopping center. All the data were analyzed by using Statistical Packages for social Science (SPSS). From the survey conducted, it can be concluded that the major respondents are female, at the age between 18-25 years old. Majority of them are students who are single with Diploma or Bachelor and their monthly income is around RM500-RM1000. As a conclusion, of all the three factors that influenced consumer behavior in choosing clothing, it is found that style of clothing is the main factor and followed with the other two factors, which are economy and social. Style of clothing consists of several aspects such as colour, style and type of fabric. Majority of the respondents prefer light colours, simple style and also comfortable type of fabric