Buying behaviors towards branded apparel among generation (Y) / Nuraini Syafiqah Afifah Mohamed Afiah

Research in Buying Behaviors towards branded apparel among generation (Y) fded has magnetized the interest of many researchers as a tool of developments for many countries.The scope of this study is Generation (Y) that has been studying at both campus which is UiTM and UNIMAS. The study ofthe factors shows the buying behavior among generation (Y) when purchase branded apparel has been question of many researchers. This study explores the relationship between the perceived quality, brand reputation, habitual and pricing on their buying behavior towards branded apparel. The data was gathered from 300 undergraduate's students at two ofthe University branch campuses in the Kota Samarahan, Sarawak. Data collection was based on voluntary basis, informed consent, and anonymity. Regression analyses indicate that buying behavior is positively correlated with pricing.