Consumer Perceptions of Brands in Pakistan’s Denim Industry

Denim industry is the growing most industry in Pakistan, but customers in Pakistan do trust international brands with respect to quality rather than national brands. This study is based on customer perception towards Pakistan’s national and international denim brands during decision making in the Faisalabad region. To understand the customer’s needs and whether the customer prefers national or international denim brands is the purpose of this study. A descriptive study is conducted to find the perception of customers towards national and international denim brands in Faisalabad. Data is collected through a questionnaire from 100 people of Faisalabad, where the sampling was conducted randomly. The results confirm the importance of international denim brands over national denim brands in Pakistan’s apparel consumer market. The study reveals that many demographic and purchase factors significantly influence the preference of customers for buying a denim brand. The gap is filled by checking customer perception of denim brands in the area of Faisalabad. Different factors are studied to check customer perception towards national and international denim brands.