Considering the cultural diversity, understanding consumer behavior and evaluating the customer buying decision process are very important. In this research, the factors affecting customer buying process of clothing were investigated. To attain this objective, a questionnaire about the parameters involved in the purchase of clothing was prepared. The questionnaires were distributed and filed by shoppers and retailers in Isfahan and Tehran grand bazar. The statistical analysis of the responses showed that the affecting factors on purchase of garments were mainly quality, price, aesthetic, brand, design and discounts. The results showed that the most important factor for purchase of coats was its quality; while aesthetic and fashion design had a higher degree of importance in purchase of casual night dress. Based on this survey, some suggestions are proposed to increase local clothing sale and brand. Branding is one of the most important aspects of any large or small business or retail.
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