The Impact of Customer Perception about Traditional
Department Store and Factory Outlet in fashion industry.
Rashid Ali
PhD Scholar at Indus University Karachi
Assistant Professor at Ilma University
Abstract
The current research study has focus on the customer
preferences about the outlet of the factory stores
versus traditional dep art mental stores in Karachi
region to select the fashion brand or adopt the fashion
to looking good. A survey was conducted through
questionnaire among 100 respondents to find out
relationship research study independent and dependent
variables. In this research study the size of the sample
was targets only those respondents or customers who
visits or shopping coming for the purpose of selection
or purchasing fashion relate brands through departmental
stores and outlets of the factory. In this research
study the differences in image quality of brand and also
economic value in the supermarket customer experience
can be observed due to different consumer buying
patterns to explain in such a way. Statistically, study
reveals that the overall satisfaction level of customers
is positive for departmental store as compared to
factory outlet due to economically and choices or
fashion brands but based on fashion price not considered
during purchasing. During research study the
availability of the brands large as compare to factory
outlet and factory out store have limited brand
selection. When customer visit traditional store found
brand available in low price and have more choice
selection of the brand. In the research it was also
discovered that consumers are more inclined towards the
traditional departmental stores as far as quality is
concerned and a lot of brands selection but when it
comes to discount in price then they prefer factory
outlets and also availability but customer bounded in
term of choice options. Additional services such as home
delivery or free parking in front of the store to
increase their attractiveness and positive atmosphere
could ultimately lead to a more satisfying shopping
experience.
Keywords: fashion, brand, factory outlet, traditional department store, customer perception, price, quality
