ABSTRACT
The study was carried out to find the factors responsible for dissatisfaction in femalesregarding readymade garments. The foremost objective of this study is to assess the dissatisfaction of consumer about Quality, size, fit, comfort and length regarding readymade garment. The sample of 200 students was taken from three universities of Lahore. Purposive sampling technique was used in selection of sample. Factor analysis method was used to analyse the factor which are mainly responsible for dissatisfaction in selecting readymade garments. The study revealed that mostly female showed dissatisfaction if quality (design, stitching and finishing) did not according to their expectations. When asked about different factors then respondent gave second priority to the size of readymade garments. The females were dissatisfied due to the fit problems in different parts of the body. Mostly females showed dissatisfaction regarding to fit of upper parts of the body. The result revealed that the participants consider the comfort and length as factors to dissatisfy but less and rare.
