Consumer Behavior and Purchasing Decisions on Apparel Products: A Critical Examination

Apparel is one of the top priorities in Vietnamese people's spending. Vietnamese families are primarily traditional, so one person usually decides to spend on garments for individuals or family members. However, the development of the economy, the introduction of foreign cultures, and the increasing income and needs of each citizen change Vietnamese people's consumption behavior. Through a survey of 203 households in Hanoi, this study has shown changes in the clothing shopping behavior of Vietnamese consumers. The percentage of people who decide to buy clothes for the family has gradually changed from female to male. When deciding to buy, the decision-maker is more interested in user needs and preferences than other factors such as income, physical characteristics, purpose, living habits, etc. In addition, quantitative research shows five factors that affect purchasing decisions on apparel products, including individual, subjective norm, product characteristics, and advertisement.