Therefore, low involvement will apply when it comes to purchasing unbranded clothing, unlike branded clothing for which there is a high involvement.2.7 Factors Affecting Consumer Buying BehaviorIn general, there are many factors that tend to affect customer behavior during the buying process and these factors will determine whether the customer will purchase a product or not. According to Kotler et al (2008), consumers make their purchasing choices based on the 4Ps which include: product, price, place and promotion, but there are also other forces in the shopping environment. buyer which may possibly affect the purchasing decision.2.7. 1 Product quality Product quality can be a possible factor affecting purchasing behavior. From a buyer's perspective, if a product is of poor quality, it is less likely to be purchased. This therefore has a negative impact on purchasing behavior. Likewise, if a product is of good quality and carries a brand, then it can attract a positive purchase.