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The paper aims at exploring the sociological factors influencing consumers purchasing behaviour in the clothing industry. This study deployed a qualitative approach to exploring key factors influencing consumers purchasing behaviour. More specifically, the study adopted semi-structured interviews with 16 employees of TR COUTURE. The finding revealed that age, quality, income and fund shapes consumers purchasing behaviour. The implication of this finding is that marketers should constantly study the behavioural patterns of their clients before making plans to buy goods or services sold to consumers as factors explored in this study indicate that they strongly shapes consumers buying pattern.
Keywords: Buying bahviour, Consumers, Sociological factors, clothing industry
