Factors Affecting Purchasing Behaviour Towards Textiles in the Negombo Area, Sri Lanka

Abstract

This study explored the demographic and socio-economic factors which affect on the purchasing behaviour towards textiles in Negombo area of Sri Lanka. The objective of this study is to investigate the factors affecting the purchasing behavior of buyers towards the textiles in Negombo area. The study incorporates quantitative research method by employing 140 respondents both the male and female from Sriyani Dress Point and Nolimit Fashion Store in Negombo area by using the simple random sampling method. Data were collected by administering a structured questionnaire survey. Data analyses and hypotheses testing were done by using the Statistical Package for Social Science (SPSS) version 20.0. The results revealed that Gender, age and civil status are the centered demographic factors whereas the need for uniqueness, quality and price are the centered socio-economic factors. The demographic factors showed that female respondents intentionally engage in textile shopping by spending more time for browsing the quality and price of the clothes than male respondents. The age group of 18-25 has the highest percentage of rational buyers, while the above 35 age group has the highest percentage of impulsive buyers. The findings also highlight that the need for uniqueness is the highest influencing socio-economic factor on purchasing behaviour towards textiles and quality is the other important impacting factor on purchasing behaviour towards textiles. Finally, the price is the least important factor influencing the purchasing behaviour towards textile consumers in Negombo area, Sri Lanka. These findings are vital for Sri Lankan textile industry to adopt appropriate marketing strategies.