Abstract

The purpose of this study was to identify the consumer behavior for branded clothes among employed urban population in Sri Lanka. Researcher selected employed people in Colombo city as population and sample size of the study was 250 respondents. A self-developed questionnaire was used to collect data. The descriptive analysis and regression analysis were used as main analytical tools. Descriptive analysis explained the basic characteristics of sample profile. Reliability analysis showed that questions are reliable in the current study. Researcher conducted multiple regression analysis to identify the factors behind consumer purchasing decision based on personal, social and psychological factors. The result of the multiple regression analysis concluded that gender and income level are significant factors when consumers making buying decisions.