Factors Affecting The Decision Of Quality Clothing Research

With the improvement of consumption level of kazakh people,high-quality clothing consumption has become an important way for consumers to demonstrate their personal identity and taste.For local enterprises in kazakhstan,major apparel retail companies want to stand firm in such fierce market competition,develop accurate and effective marketing strategies,retail strategies and product strategies,and have a deep understanding of the characteristics of consumers' purchase decisions.For Chinese enterprises,with the substantial implementation of the "One Belt And One Road" policy,the areas of cooperation between China and kazakhstan will be deepened and the scope of cooperation will be broader.The garment market is a key area of cooperation between China and kazakhstan.In the future,more Chinese enterprises will join the competition in the garment market of kazakhstan.However,before entering a new market,we need to have a grasp of the consumers in the apparel market of kazakhstan.Therefore,it is crucial for both local enterprises in kazakhstan and Chinese garment enterprises to seize market opportunities and gain a certain market share in the fierce competition in the garment market.At the same time,there are still some limitations in the research on consumers' purchasing decisions.Firstly,many research results are targeted at European and American consumers or Chinese consumers,while there is no systematic research on kazakh consumers.Secondly,consumer perceived value is the key factor affecting product purchase decision.However,there is a lack of relevant research at present.Few studies introduce perceived value variables to explore the influence of perceived value on purchase decision.Finally,many studies have studied the influencing factors of purchasing decisions from the perspective of consumer characteristics,product factors and situational factors,but relevant studies are often based on certain factor results and ignore the effect of multiple factors acting at the same time.Based on the realistic background and the present situation of theoretical research,with kazakhstan high-quality clothing consumers as sample,this study examined from the perspective of perceived value factors affecting consumer purchase decision,at the same time explore the regulating function of gender,income,status,the following conclusions:(1)consumers perceived value has significant positive influence on high quality clothing buying decision,at the same time,the perceived value of each dimension(including quality,price,value,emotional value,social value)are high quality clothing for the consumer purchase decisions have significant positive influence,which most affect quality value and emotional value;(2)income status has no significant influence on consumers' decision to buyhigh-quality clothes;(3)for high-quality clothing,women are more likely to purchase than men;(4)the better the consumer's income is,the more significant the positive influence of perceived value on purchase decision will be;(5)with the same perceived value,female consumers are more likely to show purchase decisions than male consumers.The research results provide a new research perspective for relevant studies,and at the same time,it is helpful for high-quality clothing suppliers to draw the user portrait of kazakh consumers,so as to develop more accurate product strategies and marketing strategies.