FACTORS AFFECTING PURCHASE OF FAST FASHION PRODUCTS

Abstract

This research study seeks to analyse the various factors that affect the purchase decisions of consumers pertaining to fast fashion.Fast Fashion refers to clothing styles that are relatively inexpensive and fast moving so as to keep up with changing trends.The findings of this study have a plethora of applications in helping organizations in this industry with their strategic decisions pertaining to marketing campaigns, pricing, discounting strategy etc.Our purpose was to identify the number of factors that can explain the maximum variability in the results obtained by us.Upon applying factor analysis, we ascertain that the financial aspects and effectiveness of marketing strategy are the two factors that our results split into and are the key areas that need to be focused on.