This study attempts to examine and analyze the effect of male consumer culture on purchase intentions for fashion apparel. The construct of the study were measured using questionnaires and interviews. The data were collected from above 100 male people of varying ages from 15 to 30 year olds. Also brand analysis was done on few of the emerging as well as well established fashion brands in Pakistan,
The results reveal that there is a big scope for this type of industry. There is a gap between the consumer and the manufacturer, Improvements are vital for the blooming of the male consumer culture so as to increase their purchase intentions towards male fashion attire, Also to bring the attire to the masses not just the elites.
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