The relationship between types of needs and consumer choices in apparel industry of Bangladesh
Authors:   , Jahan Evana 
Published: November 2021

Consumer behavior signifies the way of people’s purchasing and consuming products and services. It is a hotbed of research which is intensely associated with human psychology and is essential for companies that are trying to sell their products or services to as many consumers as possible. Since various facets of consumers’ lives affect what they purchase and why they purchase, research on consumer behavior resolves the issues of understanding – how individuals respond to advertising and marketing, individuality – if the process can determine consumers’ personalities, social status, decision-making process. Consumer behavior research is important to determine how best to sell products or services by influencing consumers’ fears, their least healthy habits or their worst tendencies. This study has examined the relationship between consumer needs and consumer purchase behavior in terms of consumer choices of Bangladeshi customers for apparel market. Types of consumers’ choices and types of consumers’ needs are associated with each other. Types of needs are the underlying determinant of types of choices to satisfy consumers’ apparel necessity and these three categories of needs, that are recognised to satisfy apparel necessity (i.e. functional needs, social needs and experiential needs), are fulfilled by consumers through three recognised categories of choices (i.e. choice freedom, choice difficulty and choice confidence). Different categories of consumers have different types of needs and they behave differently while purchasing clothes, therefore, this study has figured out how consumers of Bangladesh make their choices according to their needs in apparel purchases. This study also examined how income levels work as a moderator while consumers make decisions. The purpose of this thesis is to shed light on the relationship of the consumers’ needs and choices. The key objective is to investigate how the correlation between consumers’ needs and choices influences the insights of consumers and their decision-making process. This study also inspected the affiliation between the needs and choices for the population with respect to certain key questions. Consequently, it identified a better understanding of the links between needs and choices and set a special consideration of how choices interact with various situations which is very important to sell the apparel products in best way. The study employed a survey research design which is quantitative in nature. Quantitative survey quantifies the problems by generating numerical data which can be converted into functional statistics and it is mostly used to measure attitudes, opinions, behaviors and any other defined variables (DeFranzo, 2011). The data was collected through a structured Likert-scale questionnaire which fulfilled the quantitative research nature. The included questions were related to the types of needs and choices theories, with focus on consumers’ purchase behavior. Therefore, it was able to investigate quantitatively due to the nature of the research. Respondents completed the questionnaire which was administrated via online electronic form through SurveyMonkey. After collecting the data, it ran ordinal regression models on the basis of dependent and independent variables of the questionnaire and that provided a clear indication of consumers’ actual preference structure. This research paper was demonstrated with the broad overview about the consumers’ choices according to the types of their needs. The study found that types of needs are positively associated with types of choices and low-income level and high-income level have decreased and increased impact accordingly with the positive relationships of needs and choices. The findings of the paper offer some valuable considerations for related theories, especially on topic of consumers’ purchase behavior by highlighting the contextual differences between needs and choices and by highlighting the other influencing factors associated with these. It contributes to build up new concepts of consumer purchase behavior theory in terms of branding theory and consumers’ needs and selection process also demonstrates that how types of needs influence consumers’ purchase decision through types of choices. Moreover, new concepts or strategies and psychological explanations of consumers help the managers to sell their products appropriately.