Consumer Behavioural Intention on Local Brand Womemn Apparel

The main objective of the study is to analyze the consumer behavioral intention on the actual behavior of local brand women apparel in Yangon. This study examines the influencing factors on consumers’ planned behavior in terms of attitude, subjective norms, and perceived behavioral control and whether planned behavior affects their behavioral intention and the actual behavior of consumers in local brand women apparel. To reach the research objectives are specified and tested by using multiple linear regression analysis. In this study, the two-stage sampling method is used to select the respondents. At the first stage, 12 out of 30 local women apparel brands are selected by using a simple random sampling method. In the second stage, 427 respondents are chosen from consumers who come into selected 40 shops by using a systematic sampling method in which every fifth consumer is identified as a sampled respondent. Their responses are gathered through face-to-face interviews and questionnaire surveys with a self-administered questionnaire. The results of the study illustrate those four personal factors: lifestyle, perception on usages, existing knowledge and personality, and self-image and three marketing factors: market offering, perceived value, and communication show positive effects on consumer attitudes toward local brand women apparel. Two personal factors: lifestyle and existing knowledge and only one marketing factor: market offering have a positive effect on consumer subjective norm. Moreover, existing knowledge among personal factors and convenience among marketing factors are positively influenced by perceived behavioral control of consumers. All dimensions of consumer attitude, subjective norm, and perceived behavioral control show positive effects on consumer behavioral intention, which, in turn, positively influenced the actual behavior of the consumers in local women apparel in Yangon. This study suggests that marketers need to design their marketing programs based on influencing personal factors and marketing factors to stimulate consumer’s attitudes, subjective norms, and perceived behavioral control and thereby, lead to their behavioral intention and eventually, actual buying behavior of consumers. By doing so, their marketing strategies can lead to profitability by sustaining their position in a highly competing local brand women apparel market