International Journal For Multidisciplinary Research

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A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 6 Issue 3 May-June 2024 Submit your research before last 3 days of June to publish your research paper in the issue of May-June.

Assessing the Influence of Planned Behavior on Consumer’s Purchase Intention on Selected RTW Establishments in Valencia City, Bukidnon

Author(s) Lumanay Salamah, Lapatis Arlene, Capuyan Razel Joy, Huiso Sharmae, Equit-Saramosing Millisa
Country Philippines
Abstract The fashion industry has been continuously growing over the years, yet it is an industry that was greatly being growing until now. Businesses are keen to understand the factors that influence their purchase intentions. However, there is a lack of comprehensive research focusing on the determinants of purchase intention in the RTW clothing establishment, particularly in Valencia City, Bukidnon. The analyses revealed a significant positive relationship between consumer' attitudes towards behavior having the results of (CR 0.825, AVE 0.611) strong relationship, subjective norms (CR 0.723, AVE 0.469) good relationship, perceived behavioral control (CR 0.720, AVE 0.464) slightly good relationship, and purchase intention having the strongest relationship among all of the variables which have (CR 0.895, AVE 0.680). All variables are there is no significant difference to each hypothesis. The study "Assessing the Influence of Planned Behavior on Consumer’s Purchase Intention on Selected RTW Establishments in Valencia City, Bukidnon" was chosen to understand consumer behavior, particularly in the Ready-To-Wear industry in Valencia City. Consumers stand to gain from improved shopping experiences and better product offerings tailored to their preferences. Businesses and resellers can leverage to there insights to refine their marketing strategies, enhance product development, and increase profitability. Furthermore, this study contributes to the academic literature, providing a foundation for future research in this field.
Keywords KEYWORDS: Ready-to-wear clothing, Theory of Planned Behavior, consumer behavior, fashion industry, marketing strategy Valencia City Bukidnon, consumer behavior, fashion industry, marketing strategy
Field Business Administration
Published In Volume 6, Issue 3, May-June 2024
Published On 2024-05-20
Cite This Assessing the Influence of Planned Behavior on Consumer’s Purchase Intention on Selected RTW Establishments in Valencia City, Bukidnon - Lumanay Salamah, Lapatis Arlene, Capuyan Razel Joy, Huiso Sharmae, Equit-Saramosing Millisa - IJFMR Volume 6, Issue 3, May-June 2024. DOI 10.36948/ijfmr.2024.v06i03.20625
DOI https://doi.org/10.36948/ijfmr.2024.v06i03.20625
Short DOI https://doi.org/gtwmvg

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