IMPACT OF QUALITY AND PRICE ON PURCHASINGDECISION ON FOREIGN CLOTHING COMPANIES AMONGWORKING ADULTS IN KAZAKHSTAN

Abstract

The study aimed to determine the effect of price and quality on
customers' buying behavior in Kazakhstan who purchases imported brand
clothing. The study's goals were to look at variables such as price and quality
that affect consumer behavior. Furthermore, it has investigated the impact of
consumer behavior on purchasing choices. By its very nature, this was a
qualitative investigation. Simple random selection was used to choose a sample
of 500 working people in Nur-Sultan and Almaty cities for this study, although
only 408 took part in the survey as responders. A questionnaire was utilized to
obtain data from the study's participants. SPSS was used to analyze the data.
Correlation, regression, and SEM were used to verify the hypothesis. According
to correlation and multivariate research, both quality and price affect consumer
behavior and purchase decisions in global apparel firms. It also discovered that
consumer behavior positively correlates with their decision to purchase clothes
from overseas firms. The report further depicts market decision-making and
what will drive the fashion industry forward. Overall, the study would aid in
understanding current consumer preferences in Kazakhstan and estimate the
customer's future wants, preferences, and expectations trends.