caerCentral Asian Economic ReviewCentral Asian Economic Review2789-43982789-4401Университет Нархоз10.52821/2789-4401-2021-6-28-42caer-511Research ArticleНАЦИОНАЛЬНАЯ ЭКОНОМИКА: ВЕКТОРЫ РАЗВИТИЯNATIONAL ECONOMY: DEVELOPMENT VECTORSВЛИЯНИЕ ИМИДЖА, ЦЕНЫ И КАЧЕСТВА БРЕНДА НА РЕШЕНИЕ О ПОКУПКЕ ИНОСТРАННЫХ ШВЕЙНЫХ КОМПАНИЙ СРЕДИ РАБОТАЮЩИХ ВЗРОСЛЫХ В КАЗАХСТАНЕIMPACT OF BRAND IMAGE, PRICE AND QUALITY ON PURCHASING DECISION ON FOREIGN CLOTHING COMPANIES AMONG WORKING ADULTS IN KAZAKHSTANМамедовА.MamedovA.

Шах-Алам

Alisher Mamedov – PhD student

Shah Alam

bsc@bk.ruХатибиА. А.KhatibiA. A.

проф., доктор

Шах-Алам

Dr. Abdol Ali Khatibi – PhD, Professor

Shah Alam

alik@msu.edu.myТамД.ThamJ.

доктор

Шах-Алам

Dr. Jacquline Tham – PhD

Shah Alam

jacquline@msu.edu.myManagement and Science UniversityМалайзияManagement and Science UniversityMalaysia202119052022062842Copyright © Мамедов А., Хатиби А.А., Там Д., 20222022Мамедов А., Хатиби А.А., Там Д.Mamedov A., Khatibi A.A., Tham J.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://caer.narxoz.kz/jour/article/view/511

Цель исследования – Целью исследования было изучить влияние имиджа и качества бренда на поведение потребителей. А также посмотреть, как поведение клиентов влияет на выбор при покупке.Методология – По самой своей природе это было качественное исследование. Для данного исследования была использована простая случайная выборка выборки из 500 работающих жителей городов Алматы и Нур-Султан, хотя только 408 из них приняли участие в опросе в качестве респондентов. Анкета была использована для получения данных от участников исследования в этом исследовании. SPSS был использован для анализа данных. Для проверки гипотезы использовались корреляция, регрессия и SEM.Оригинальность / ценность исследования – Результаты показывают, что и качество, и цена влияют на поведение потребителей и решения о покупке для международных фирм по производству одежды, в то время как имидж бренда не влияет на покупку клиента. В результате поведения клиентов было показано, что покупка одежды у зарубежных производителей более вероятна.Результаты исследования – Результаты этого исследования показывают, как клиенты принимают решения о покупке и как будет выглядеть будущее швейного бизнеса. Помимо понимания текущих рыночных тенденций, это исследование также поможет оценить потенциальные потребности, стремления и тенденции клиентов.

Customers of imported brand apparel in Kazakhstan are being studied for their purchase habits due to brand image and quality.Purpose of the research. The study's goals were to examine the impact of brand image and quality on consumer behavior. While also looking at how customer behavior affects purchasing choices.Methodology. By its very nature, this was a qualitative investigation. Simple random selection was used to choose a sample of 500 working people in Almaty and Nur-Sultan cities for this study, although only 408 of them took part in the survey as responders. A questionnaire was utilized to obtain data from the study's participants in this study. SPSS was used to analyze the data. Correlation, regression, and SEM were used to verify the hypothesis.Originality / value of the research. Results show that both quality and price influence consumer behavior and purchasing decisions for international apparel firms, whereas brand image has no bearing on the customer's purchase. As a result of customer behavior, it has been shown that purchasing apparel from overseas manufacturers is more likely.Findings. The findings of this research show how customers make purchasing decisions and what the future of the garment business will look like. Aside from understanding current market trends, this study will also help estimate customers’ prospective wants, aspirations, and tendencies.

поведение клиентоврешение о покупкеценакачествоимидж брендабренды одеждыглобализациятенденции рынкавзрослыеcustomer behaviorpurchasing decisionpricequalitybrand imageclothing brandsglobalizationmarket trendsadultsReferencesOyevaar M., Vazquez-Brust D., Van Bommel H. Globalization and sustainable development: a business perspective. – Macmillan International Higher Education, 2016. – 384 p.Oyevaar, M., Vazquez-Brust, D. and Van Bommel, H. (2016). Globalization and sustainable development: a business perspective. Macmillan International Higher Education, 384 p.Trouillot M. R. Global transformations: Anthropology and the modern world. – Springer, 2016. – 256 p.Trouillot, M. R. (2016). Global transformations: Anthropology and the modern world. Springer, 256 p.Dawson A., Hirt M., Scanlan J. The economic essentials of digital strategy [Electronic resource] // McKinsey Quarterly [website]. – 2016. – URL: https://www.mckinsey.com/business-functions/strategy-andcorporate-finance/our-insights/the-economic-essentials-of-digital-strategy (Accessed: 24.06.2021).Dawson, A., Hirt, M. and Scanlan, J. (2016). The economic essentials of digital strategy. McKinsey Quarterly. Retrieved June 24, 2021, from https://www.mckinsey.com/business-functions/strategy-andcorporate-finance/our-insights/the-economic-essentials-of-digital-strategy.Samiee S. Reflections on global brands, global consumer culture, and globalization // International Marketing Review. – 2019. – № 36(4). – P. 536-544. – DOI: https://doi.org/10.1108/IMR-11-2018-0342Samiee, S. (2019). Reflections on global brands, global consumer culture, and globalization. International Marketing Review, 36(4), 536-544, DOI: https://doi.org/10.1108/IMR-11-2018-0342.Gupta A., Gupta A., Garg A., Farhan F., Chandna M., Jain R., Kumar S. Effect of Brand Image on Consumer Buying Behaviour (August 25, 2021) [Electronic resource] // SSRN [website]. – 2021. – URL: https://ssrn.com/abstract=3907928 (Accessed: 29.06.2021).Gupta, A., Gupta, A., Garg, A., Farhan, F., Chandna, M., Jain, R. and Kumar, S. (2021). Effect of Brand Image on Consumer Buying Behaviour (August 25, 2021). SSRN website. Retrieved June 29, 2021, from https://ssrn.com/abstract=3907928.Erevelles S., Fukawa N., Swayne L. Big Data consumer analytics and the transformation of marketing // Journal of Business Research. – 2016. – № 69(2). – P. 897-904.Erevelles, S., Fukawa, N. and Swayne, L. (2016). Big Data consumer analytics and the transformation of marketing. Journal of Business Research, 69(2), 897-904.Aviv Y., Wei M., Zhang F. Responsive pricing of fashion products: The effects of demand learning and strategic consumer behavior. – 2018. – 34 p.Aviv, Y., Wei, M. and Zhang, F. (2018). Responsive pricing of fashion products: The effects of demand learning and strategic consumer behavior. 34 p.Tham J., Yazid M. S. A, Khatibi A. A., Azam S. M. F. Internet and Data Security – Understanding Customer Perception on Trusting Virtual Banking Security in Malaysia // European Journal of Social Sciences Studies. – 2017. – № 2(7). – P. 186-207.Tham, J., Yazid, M. S. A, Khatibi, A. A. and Azam, S. M. F. (2017). Internet and Data Security – Understanding Customer Perception on Trusting Virtual Banking Security in Malaysia. European Journal of Social Sciences Studies, 2(7), 186-207.Burns L. D., Mullet K. K., Bryant N. O. The business of fashion: Designing, manufacturing, and marketing. – Bloomsbury Publishing USA, 2016. – 384 p.Burns, L. D., Mullet, K. K. and Bryant, N. O. (2016). The business of fashion: Designing, manufacturing, and marketing. Bloomsbury Publishing USA, 2016. 384 p.Kotler P., Burton S., Deans K., Brown L., Armstrong G. Marketing. – Pearson Higher Education AU, 2015. – 743 p.Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G. (2015). Marketing. Pearson Higher Education AU, 743 p.Sagatdinova D., Quan Sh. Zh. Research and Analysis on the Influencing Factors of the Purchase Decision of the Consumers of Fast Fashion Goods in Kazakhstan // International Journal of Business and Management. – 2018. – № 13(5). – P. 36-45. – DOI:10.5539/ijbm.v13n5p37.Sagatdinova, D. and Quan, Sh. Zh. (2018). Research and Analysis on the Influencing Factors of the Purchase Decision of the Consumers of Fast Fashion Goods in Kazakhstan. International Journal of Business and Management, 13(5), 36-45, DOI:10.5539/ijbm.v13n5p37.Bilgihan A., Barreda A., Okumus F., Nusair K. Consumer perception of knowledge-sharing in travelrelated online social networks // Tourism Management. – 2016. – № 52. – P. 287-296.Bilgihan, A., Barreda, A., Okumus, F. and Nusair, K. (2016). Consumer perception of knowledgesharing in travel-related online social networks. Tourism Management, 52, 287-296.Baker M. J. What is marketing? // In The Marketing Book. – Routledge, 2016. – P. 25-42.Baker, M. J. (2016). What is marketing? In The Marketing Book. Routledge, 25-42.Kumar V., Reinartz W. Creating enduring customer value // Journal of Marketing. – 2016. – № 80(6). – P. 36-68.Kumar, V. and Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36-68.Parsons E., Maclaran P., Chatzidakis A. Contemporary issues in marketing and consumer behavior. Routledge, 2017. – 192 p.Parsons, E., Maclaran, P. and Chatzidakis, A. (2017). Contemporary issues in marketing and consumer behavior. Routledge, 192 p.Baimakhanova S. The main factors influencing consumer behavior towards Bershka store in Kazakhstan // International Journal of Engineering and Management Research. – 2019. – № 9(3). – P. 113-117. – DOI:10.31033/ijemr.9.3.15.Baimakhanova, S. (2019). The main factors influencing consumer behavior towards Bershka store in Kazakhstan. International Journal of Engineering and Management Research, 9(3), 113-117, DOI:10.31033/ijemr.9.3.15.Shayakhmetova Z. Kazakh light industries focus on local market, fast shortage of high-quality raw materials [Electronic resource] // The Astana Times: Bringing Kazakhstan to the world [website]. – 2019. – URL: https://astanatimes.com/2019/03/kazakh-light-industries-focus-on-local-market-face-shortage-of-highquality-raw-materials/ (Accessed: 18.09.2021).Shayakhmetova, Z. (2019). Kazakh light industries focus on local market, fast shortage of high-quality raw materials. The Astana Times: Bringing Kazakhstan to the world. Retrieved September 18, 2021, from https://astanatimes.com/2019/03/kazakh-light-industries-focus-on-local-market-face-shortage-of-highquality-raw-materials/.Katz E., Lazarsfeld P. F., Roper E. Personal influence: The part played by people in the flow of mass communications. – Routledge, 2017. – 434 p.Katz, E., Lazarsfeld, P. F. and Roper, E. (2017). Personal influence: The part played by people in the flow of mass communications. Routledge, 434 p.Rosenbaum-Elliott R., Percy L., Pervan S. Strategic brand management. – Oxford University Press, USA, 2015. – 320 p.Rosenbaum-Elliott, R., Percy, L. and Pervan, S. (2015). Strategic brand management. Oxford University Press, USA, 320 p.Li C. Y. Why do online consumers experience information overload? An extension of communication theory // Journal of Information Science. – 2017. – № 43(6). – P. 835-851.Li, C. Y. (2017). Why do online consumers experience information overload? An extension of communication theory. Journal of Information Science, 43(6), 835-851.Zhang K. Z., Benyoucef M. Consumer behavior in social commerce: A literature review // Decision Support Systems. – 2016. – № 86. – P. 95-108.Zhang, K. Z. and Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86, 95-108.O'Rourke D., Ringer A. The impact of sustainability information on consumer decision-making // Journal of Industrial Ecology. –2016. – № 20(4). – P. 882-892.O'Rourke, D. and Ringer, A. (2016). The impact of sustainability information on consumer decisionmaking. Journal of Industrial Ecology, 20(4), 882-892.McCluskey J. J., Kalaitzandonakes N., Swinnen J. Media coverage, public perceptions, and consumer behavior: insights from new food technologies // Annual Review of Resource Economics. – 2016. – № 8. – P. 467-486.McCluskey, J. J., Kalaitzandonakes, N. and Swinnen, J. (2016). Media coverage, public perceptions, and consumer behavior: insights from new food technologies. Annual Review of Resource Economics, 8, 467-486.Dinerstein M., Einav L., Levin J., Sundaresan N. Consumer price search and platform design in internet commerce // American Economic Review. – 2018. – № 108(7). – P. 1820-59.Dinerstein, M., Einav, L., Levin, J. and Sundaresan, N. (2018). Consumer price search and platform design in internet commerce. American Economic Review, 108(7), 1820-1859.Sharma R. R., Sharma N. Influence of store atmospherics on retail store patronage: a study of apparel and lifestyle products // Abhigyan. – 2016. – № 34(2). – P. 42-53.Sharma, R. R. and Sharma, N. (2016). Influence of store atmospherics on retail store patronage: a study of apparel and lifestyle products. Abhigyan, 34(2), 42-53.Andreasen A. R. Challenges for the science and practice of social marketing // In book: Social Marketing. – Psychology Press, 2018. – P. 3-19.Andreasen, A. R. (2018). Challenges for the science and practice of social marketing. In book: Social Marketing. Psychology Press, 3-19.Keiser S., Garner M. B., Vandermar D. Beyond design: The synergy of apparel product development. – Bloomsbury Publishing, USA, 2017. – 512 p.Keiser, S., Garner, M. B. and Vandermar, D. (2017). Beyond design: The synergy of apparel product development. Bloomsbury Publishing USA, 512 p.Litvinenko N., Mamyrbayev O., Shayakhmetova A., Turdalyuly M. Clusterization by the K-means method when K is unknown // ITM Web of Conferences. – 2019. – № 24. – Article number 01013. – DOI: https://doi.org/10.1051/itmconf/20192401013.Litvinenko, N., Mamyrbayev, O., Shayakhmetova, A. and Turdalyuly, M. (2019). Clusterization by the K-means method when K is unknown. ITM Web of Conferences, 24, 01013, DOI: https://doi.org/10.1051/itmconf/20192401013.Emmert-Streib F., Dehmer M. Understanding Statistical Hypothesis Testing: The Logic of Statistical Inference // Machine Learning and Knowledge Extraction. – 2019. – № 1(3). – P. 945–961. – DOI: https://doi.org/10.3390/make1030054.Emmert-Streib, F. and Dehmer, M. (2019). Understanding Statistical Hypothesis Testing: The Logic of Statistical Inference. Machine Learning and Knowledge Extraction, 1(3), 945–961, DOI: https://doi.org/10.3390/make1030054.Rachmawati D., Shukri S., Azam S. M. F., Khatibi A. Factors Influencing Customers’ Purchase Decision of Residential Property in Selangor, Malaysia // Management Science Letters. – 2019. – № 9(9). – P. 1341-1348.Rachmawati, D., Shukri, S., Azam, S. M. F. and Khatibi, A. (2019). Factors Influencing Customers’ Purchase Decision of Residential Property in Selangor, Malaysia. Management Science Letters, 9(9), 1341-1348.Azam S. M. F., Yajid M. S., Tham J., Hamid J. A., Khatibi A., Johar M. G. M., Ariffin I. A. Research Methodology: Building Research Skills. 1st Ed. – McGraw-Hill Education (Malaysia) Sdn. Bhd, 2021. – 89 p.Azam, S. M. F., Yajid, M. S., Tham, J., Hamid, J. A., Khatibi, A., Johar, M. G. M. and Ariffin, I. A. (2021). Research Methodology: Building Research Skills. 1st Ed. McGraw-Hill Education (Malaysia) Sdn. Bhd, 89 p.Scheffer J. Dealing with missing data // Research Letters in the Information and Mathematical Sciences. – 2002. – № 3. – P. 153-160.Scheffer, J. (2002). Dealing with missing data. Research Letters in the Information and Mathematical Sciences, 3, 153-160.Gunzler D., Chen T., Wu P., Zhang H. Introduction to mediation analysis with structural equation modeling // Shanghai Archives of Psychiatry. – 2013. – № 25(6). – P. 390–395. – DOI: https://doi.org/10.3969/j.issn.1002-0829.2013.06.009Gunzler, D., Chen, T., Wu, P. and Zhang, H. (2013). Introduction to mediation analysis with structural equation modeling. Shanghai Archives of Psychiatry, 25(6), 390–395, DOI: https://doi.org/10.3969/j.issn.1002-0829.2013.06.009Carrión G. C., Nitzl C., Roldán J. L. Mediation Analyses in Partial Least Squares Structural Equation Modeling: Guidelines and Empirical Examples // In: Latan, H., Noonan, R. (Eds.): Partial Least Squares Path Modeling. – Springer, 2017. – P. 173–195. – DOI: https://doi.org/10.1007/978-3-319-64069-3_8.Carrión, G. C., Nitzl, C. and Roldán, J. L. (2017). Mediation Analyses in Partial Least Squares Structural Equation Modeling: Guidelines and Empirical Examples. In: Latan, H., Noonan, R. (Eds.): Partial Least Squares Path Modeling. Springer, 173–195, DOI: https://doi.org/10.1007/978-3-319-64069-3_8.Kock N. Hypothesis testing with confidence intervals and P values in PLS-SEM // International Journal of e-Collaboration (IJeC). – 2016. – № 12(3). – P. 1-6.Kock, N. (2016). Hypothesis testing with confidence intervals and P values in PLS-SEM. International Journal of e-Collaboration (IJeC), 12(3), 1-6.Abrams D., Armitage C. J., Christian J. Predicting Uptake of Housing Services: The Role of Self-Categorization in the Theory of Planned Behavior // In book: Planned Behavior. – Routledge, 2017. – P. 33-48.Abrams, D., Armitage, C. J. and Christian, J. (2017). Predicting Uptake of Housing Services: The Role of Self-Categorization in the Theory of Planned Behavior. In book: Planned Behavior. Routledge, 33-48.Kim E., Lee J. A., Sung Y., Choi S. M. (2016). Predicting selfi e-posting behavior on social networking sites: An extension of the theory of planned behavior // Computers in Human Behavior. – 2016. – № 62. – P. 116-123.Kim, E., Lee, J. A., Sung, Y. and Choi, S. M. (2016). Predicting selfie-posting behavior on social networking sites: An extension of the theory of planned behavior. Computers in Human Behavior, 62, 116-123.Chinomona R. Brand communication, brand image, and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa // African Journal of Economic and Management Studies. – 2016. – № 7(1). – P. 124-139.Chinomona, R. (2016). Brand communication, brand image, and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139.Swain S., Padhy R., Jena B. R., Babu S. M. Quality by Design: Concept to Applications // Current drug discovery technologies. – 2018. – № 15(3). – P. 240-250.Swain, S., Padhy, R., Jena, B. R. and Babu, S. M. (2018). Quality by Design: Concept to Applications. Current drug discovery technologies, 15(3), 240-250.Noe R. A., Hollenbeck J. R., Gerhart B., Wright P. M. Human resource management: Gaining a competitive advantage. – New York: McGraw-Hill Education, 2017. – 768 p.Noe, R. A., Hollenbeck, J. R., Gerhart, B. and Wright, P. M. (2017). Human resource management: Gaining a competitive advantage. McGraw-Hill Education, New York, 768 p.Hussey P. S., Friedberg M. W., Anhang Price R., Lovejoy S. L., Damberg C. L. Episode-based approaches to measuring health care quality // Medical Care Research and Review. – 2017. – № 74(2). – P. 127-147.Hussey, P. S., Friedberg, M. W., Anhang Price, R., Lovejoy, S. L. and Damberg, C. L. (2017). Episodebased approaches to measuring health care quality. Medical Care Research and Review, 74(2), 127-147.Gao J., Han H., Hou L., Wang H. Pricing and effort decisions in a closed-loop supply chain under different channel power structures // Journal of Cleaner Production. – 2016. – № 112. – P. 2043-2057.Gao, J., Han, H., Hou, L. and Wang, H. (2016). Pricing and effort decisions in a closed-loop supply chain under different channel power structures. Journal of Cleaner Production, 112, 2043-2057.Shephard A., Pookulangara S., Kinley T. R., Josiam B. M. Media influence, fashion, and shopping: a gender perspective // Journal of Fashion Marketing and Management. – 2016. – № 20(1). – P. 4-18.Shephard, A., Pookulangara, S., Kinley, T. R. and Josiam, B. M. (2016). Media influence, fashion, and shopping: a gender perspective. Journal of Fashion Marketing and Management, 20(1), 4-18.Zhang C., Kashmiri S., Cinelli M. How Do Brand Age Influence Consumer Attitudes toward a Firm's Unethical Behaviour? // Journal of Business Ethics. – 2017. – № 158(3). – P. 699-711.Zhang, C., Kashmiri, S. and Cinelli, M. (2017). How Do Brand Age Influence Consumer Attitudes toward a Firm's Unethical Behaviour? Journal of Business Ethics, 158(3), 699-711.Jones III R. J., Reilly T. M., Cox M. Z., Cole B. M. Gender makes a difference: Investigating consumer purchasing behavior and attitudes toward corporate social responsibility policies // Corporate Social Responsibility and Environmental Management. – 2017. – № 24(2). – P. 133-144.Jones, III R. J., Reilly, T. M., Cox, M. Z. and Cole, B. M. (2017). Gender makes a difference: Investigating consumer purchasing behavior and attitudes toward corporate social responsibility policies. Corporate Social Responsibility and Environmental Management, 24(2), 133-144.

The authors declare that there are no conflicts of interest present.