IMPACT OF QUALITY AND PRICE ON PURCHASING DECISION ON FOREIGN CLOTHING COMPANIES AMONG WORKING 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 Astana city for this study, although only 408 of them took part in the survey as responders. A questionnaire was utilized to obtain data from the study's participants in this study. SPSS was used to analyze the data. Correlation, regression, and SEM were used to verify the hypothesis. According to the effects of correlation and multivariate research, both quality and price have an equal effect on 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 in the future. Overall, the study would aid in understanding current consumer preferences in Kazakhstan and estimate the customer's future wants preferences and expectations trends.