Market Survey in Customer Purchasing for Entrepreneurs’ Resilience: An Analysis of Garment and Textile Industry
Year: 2024
Type: article
Study design: Observational Study
Abstract: This market survey analyzes customer purchasing behavior in the garment and textile industry, focusing on how entrepreneurs can build resilience in their operations.The study surveyed 189 fashion customers aged 18 to 45 in Jeli, Kelantan, to determine key factors influencing purchasing decisions, including spending patterns, purchasing frequency, and considerations such as price, design, and fabric.The results indicate that a majority of respondents prioritize affordability, with 56.7% spending RM100 or below on clothes monthly and 53.3% influenced by sales and promotions.Social media plays a significant role in trend discovery, with 90% of respondents using these platforms to stay updated on fashion trends.Most consumers still prefer physical stores for purchases, with 63.3% favoring this option.When selecting clothes, design (36.7%) and price (30%) are the most important factors.This study provides insights for garment and textile entrepreneurs on the importance of aligning their business strategies with consumer preferences for affordability, fashion trends, and the convenience of physical shopping experiences.
Source: Johor Business School Nexus
Authors: Universiti Tun Hussein Onn Malaysia, Arifha Mohamad, Anis Munira Isa, Fadra Global, Noor Aslinda Abu Seman, Universiti Tun Hussein Onn Malaysia, Mohd Nazir Mohd Adi, Universiti Tun Hussein Onn Malaysia, Nur Aniza Quantaniah Jusoh, Universiti Tun Hussein Onn Malaysia, Umi Kartini Rashid, Universiti Tun Hussein Onn Malaysia
Institution: Tun Hussein Onn University of Malaysia
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
Award: G6253796678
OpenAlex ID: W4408465646