“Factors affecting the consumers’ purchase intention of Egyptian fashion local brands”

Abstract

Purpose: The purpose of this research is to investigate the Factors affecting the consumers’ purchase intention of Egyptian fashion local brands Methodology: The researchers utilized both secondary and primary sources of data to gather information about their research topic. They collected secondary data from articles, journals, and books, while primary data was gathered by interviewing with customers and experts, observing an event of local brands, in addition to administering Arabic and English questionnaires to 313 participants, comprising 153 males and 160 females. The primary data was used to measure the relationship between variables, and the results were analyzed using IBM's statistical package for the social sciences (SPSS). Findings: There is a significance, positive, and strong relationship between price sensitivity, product quality, social media activities, and purchase intention. Implications: The research provides a set of recommendations to the Egyptian local fashion brands on how to focus on providing affordable prices to the price sensitive customers. In addition, the study recommends various strategies to improve the local brands’ products’ quality. And to improve the social media activities to increase the purchase intention on the Egyptian fashion local brands. By implementing these recommendations, Egyptian local fashion brands will enhance the purchase intention.