This study assessed the effect of demographic variables on the purchase of fashion related products using students of Abia State University, Uturu as the case study. A total of 100 respondents were investigated using the cross-sectional survey research method of data collection. Data generated were
presented in tables and charts for fast interpretation;analyzed by the use of simple percentages and tested using the Simple Regression Analysis with SPSS version20 applied. The study found out that majority of the students rated their fashion consciousness as very high. Also, it was discovered through the study that some of the factors that influence fashion purchase decision include cultural values, economic situations, intended profession, peer influence, religion, personal values, family influences and social class/group membership as the factors that influence their fashion purchase decisions. Moreover, the study disclosed that demographic factors affects including age, gender and religious group (denomination) influence fashion purchase decision. Based on these
findings and others, It is recommended that fashion producers should focus more on products that provide the needed fit to their customers. It is equally
recommended that fashion producers should consider the demographic make-up of their customers in making such products available for their (customers)
consideration as this enhances efficiency.
CITE THIS WORK
- Related Works
- The Impact Of Transportation Cost On Consumers Retail Goods Prices
- The Importance Of Branding In The Marketing Of Unilever Products In Enugu State
- The Application Of Public Relations Strategy In Banking Sector (a Case Study Of Uba Bank Plc)
- The Impact Of Promotion On Consumer Patronage Of Pharmaceutical Companies (a Case Study Of Gabbey Pharmacy Limited Enugu).
- The Impact Of Promotional Activities On The Marketing Of Golden Morn Product In Enugu Metropolis
- Influence Of Advertising Media On Consumer’s Choice Of Household Products In Delta State
- The Concept Of Opinion Leadership And Its Influence In The Marketing Of Fashion Products In Anambra State (a Case Study Of Onitsha Metropolis)
- The Impact Of Segmentation On Customer Satisfaction (a Case Study Of Mtn In Enugu Metropolis)
- Application Of Marketing Concept In Marketing Of Hair Dressing Services (a Comparative Analysis Of Magic Fingers Beauty Home And Ultimate Beauty Salon)
- The Effectiveness Of Marketing Communication Mix In Creating Awareness Of A Brand (a Case Study Of Unilever Nigeria Plc)