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This chapter will discuss about the factors that affect purchasing decision of consumer on clothes purchasing. It is important for businesses to understand the reason behind every purchase decision. With all these information and data on hand, business can utilizy it and turn it into a guideline for increasing sales and maintain positive relationship. In fact, there are many factors from different perspective that can carry effect on purchase decision. However, it wouldn’t be possible to discuss all the factors in one study. Therefore, this research paper will only discuss on few factors that are selected.

Consumer decision making could be define as the behavior patterns of consumers, that precede, determine and follow on the decision process for the acquisition of need satisfying products, ideas or services. (Du Plessis, 1991). Customer purchase decisions are usually compiled by several variables that influence a consumer on her / his choice towards certain product and/or services. These variables might be price, lifestyle, peer influence and etc. The study of consumer purchase decision is about providing better solutions or chances for business owners to develop, create, communicate and deliver value-added product or services to the customers.
Buying decision is a process that evolve from time to time that influences consumer’s behavior on buying. This field of study is on-going and ever changing; consumer behaviour is more than just the exchange of money for products. (Solomon, 2004). Decision making process can also be explain as the way of how a store, its environment and salesperson influences an individual buying decision. The decision making process of individuals is preceded, determined and followed by the mental ( su...

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...he statement above was stated by (Bucklin, Gupta, & Siddarth, 1998). He mentioned that price conscious consumers are sensitive with the discount price and would switch to that brand and makes the consumers’ purchases early than usual require.
2.2 Quality
Product quality refers to the features or characteristics of a product or service that is able to satisfy the stated or implied customer needs. Consumers are most likely to repurchase a product or service if the quality satisfies them. Such consumers do not pay much attention on the price and the value will spent, only focus on the quality they will obtain. According to (Sook, 1988)quality is an important factor to consider when purchasing clothes product. From the research, it obtain an result of 40% of consumers categorized themselves as quality shoppers, and they are more focus on the quality instead of value.