Influence of brand image and price on purchase decision on foreign clothing companies among working adults in Kazakhstan

Abstract

In today’s globalized world, companies should follow on customers’ needs related to
purchasing decisions. There is a need to understand what specifically influences consumer behavior
among working adults in Kazakhstan. Particularly, the research focused on such marketing tools
as brand image and price. The main research objective of the study is to find out the impact of
brand image and price on purchasing decisions. The research question is to see how brand image
and price influence purchasing decisions. A quantitative method was used in this study that suits
the nature of the research where data was collected by using a questionnaire in a target population
(working adults in Nur-Sultan city, the capital city of Kazakhstan). In this quantitative study,
500 working adults were selected randomly for the survey, but only 408 people participated. The
data collection involves the adults in the sample group the questionnaire. The findings of the
study are analyzed using the SPSS software. The hypothesis testing was done with correlation.
Also, research uses multivariate regression to analyze market behavior and purchasing decisions,
the influence of the two predictors (price and brand image) is weighed against the mixture of the
two outcome variables. The study provided important recommendations for the marketers and
policymakers to improve the situation in the clothing industry among local companies. Marketers
are recommended to focus more on advertising direction while such aspects as quality and price
should be central as well. The study showed that foreign clothing companies easily take over
the market share by establishing a strong marketing policy and concentrating on determinants
of consumer behavior. In this situation, the local companies are recommended to adjust their
business strategy accordingly by using some competitive advantages like logistics, location of raw
materials, labor force, local policies, etc. Therefore, as the study is a contribution to marketing,
especially in consumer behavior, it is recommended to make a more detailed study to understand
and forecast purchasing behavior of customers.