AN IMPACT ANALYSIS OF FACTORS INFLUENCING CLOTHE BUYING PREFERENCES OF PAKISTANI FEMALE VIEWERS OF INDIAN TV DRAMAS

TV Dramas impact customer buying behavior. This study determined factors influencing clothe buying preferences of Pakistani female viewers of Indian TV dramas. Specifically the research was conducted to study factors; items related to these factors, and the possible positive or negative impact of these factors. Objectives were achieved in three phases. 1st: important factors and related items were determined. 2nd: presentation and validation of these factors, 3rd: Factors were further elaborated. Factor 3 (Fashion) has the highest mean score 4.21 and Factor 2 (Culture) has lowest mean score of 3.05. And three of the closet items out of a total of seventeen (indicated through nearest neighbor analysis) are also from factor 3 (Fashion) i.e.: TV actors look beautiful wearing particular dresses; dresses are up to date; because of design; fabric; texture; lining etc. Results of our study can be used by future researchers in development or modification of research questioner. Marketers can use the results for better placement of their products (clothes).