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KARUNARATNE P.V.M
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Humanities Education Languange, Linguistic, Communication & Media Physics Social Sciences

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A study on the factors influencing the preference of Sri Lankan consumers for the use of denim jeans KARUNARATNE P.V.M; WIJAYAKURUPPU M. B. M. W; WIJAYAPALA U. G. S; RANATHUNGA G. M
Journal of Advanced Research in Social Sciences and Humanities Volume 5, Issue 6, December 2020
Publisher : Journal of Advanced Research in Social Sciences and Humanities

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26500/JARSSH-05-2020-0601

Abstract

Aim: This paper analyzes the current demand for denim apparel in Sri Lanka to determine the factors influencing consumer preferences when purchasing denim jeans. Women’s denim jeans are trending due to a wide variety of flattering cuts and washes. According to the data, women were more likely to buy denim jeans, and they were increasingly interested in the fashion industry. Although research has been done to assess consumer preference in the Sri Lankan denim fashion apparel market, it has yet to be useful in determining how consumers feel about denim jeans globally.Method: The researchers used a questionnaire to evaluate factors of preference for buying denim jeans. We received 88 completed surveys from interested consumers.Findings: When shopping for denim jeans, 85.5% of consumers place a high priority on quality, according to the data. This research lends credence to the idea that consumers’ tastes in denim jeans are complex and multifaceted. Results were analyzed, and it was determined that some of the suggestions could be implemented in future product development to improve the quality and aesthetic appeal of denim jeans sold in the Sri Lankan denim apparel fashion market.Implications/Novel Contribution: Although denim jeans are a staple in Sri Lankan wardrobes, there is a paucity of research into consumer consumers for this ubiquitous product. To improve the future of retail fashion in Sri Lanka, this study reveals some crucial facts about denim apparel brands and factors of preference of such consumers.
Identifying consumer behavior influence on fashion retailing in the COVID-19 pandemic situation KARUNARATNE P.V.M; KARUNADASA M.P.V.D
Journal of Advanced Research in Social Sciences and Humanities Volume 6, Issue 2, June 2021
Publisher : Journal of Advanced Research in Social Sciences and Humanities

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26500/JARSSH-06-2021-0203

Abstract

Aim: The current research aims include analyzing the impact of COVID-19 on consumer behavior patterns in the fashion retail sector, determining how the level of buyer awareness influences consumer purchase behavior, and assessing the impact of online services on consumer behavior patterns in the fashion retail sector. There needs to be more research done on how fashion retail brands can best adjust to the new normal, as well as the demand for local brands, in the face of online marketing difficulties both during and after the lockdown. Methodology: The city of Kandy, located in Sri Lanka’s hill countryside, served as a focal fashion for the research because it is home to both fashion consumers and the 10 fashion brands examined in the study. Qualitative and quantitative techniques were used in this study’s data collection, organization, and analysis. Online shopping has been identified as a trend that has signaled a rapid increase due to changes in consumer behavior and the new trends of retailers. Research Results: A majority of shoppers (51.7%, to be exact) plan to keep making their purchases online going. A subset of consumers prefers traditional commerce, but they have been forced to adapt to new trade methods based on online purchasing, and this trend is expected to persist in the future. This study’s findings lend credence to the behavior that consumers’ responses to a pandemic will be complex and multifaceted. Retailers in the fashion industry will need to pay close attention to consumer preferences and adjust their stock and marketing strategies in light of the new restrictions on discretionary spending. Implications/Novel Contribution: Suggestions could be used to improve the fashion retail industry in Sri Lanka so that it can keep up with digital advancements in the future and endure when unforeseen events, such as a lockdown or global pandemic, strike the country.
Co-Authors KARUNADASA M.P.V.D RANATHUNGA G. M WIJAYAKURUPPU M. B. M. W WIJAYAPALA U. G. S