FASHION PRODUCTS AND CONSUMER PERCEPTION OF FASHION DESIGNING FIRMS IN ANAMBRA STATE.

Abstract

This study investigated the effect of psychological variables on the purchase of fashion related products using fashion consumers in Anambra and Imo States. A total of 145 respondents were studied. Stated hypotheses were tested using the Ordinary Least Square (OLS) involving the Ordinal Multiple Regression Analysis using Findings revealed among others thatmost respondents have moderate fashion consciousness. That is, they try to moderate their care for fashion products.

Fitting was also discovered as the most important factor considered by consumers in the purchase of fashion products: clothes and footwear. It was equally discovered through the study that there is a significant positive relationship between the psychological variables (attitude, perception, self-concept, personality and motivation) and fashion consumption. Following the findings of the study, it was recommended among others, that fashion producers focus more on products that provide the needed fit for their customers. It is equally recommended that fashion producers should consider the psychological make-up of their customers in making available such products for their (customers) consideration.

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

1.2 Statement of the Problem

1.2 Objectives of the Study

1.3 Research Questions

1.4 Research Hypotheses

1.5 Scope of the Study

1.7 Significance of the Study

1.8 Operational Definition of Terms

1.9 Organization of the Study

1.10 Conceptual Framework of the Study

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Nature and Meaning of Consumer Behaviour

2.2 Consumer Behaviour Approaches

2.3 Factors Affecting Consumer Behavior

2.4 Stages of the Consumer Buying Process

2.6 The Concept of Fashion

2.7 Fast Fashion from the Supplier Perspective

2.8 Consumer Involvement in Fashion Clothing

2.14 High Population of Fashion-Conscious Consumers

2.15 Fashion Consumer Behaviors of Generation Y

2.16 Empirical Review

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design

3.2 Area of the Study

3.3 Population and Sample Size Determination

3.4 Sources of Data

3.5 Instrument for Data Collection

3.6 Reliability and Validity of Instruments

3.7 Method of Data Analysis

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

References

Appendix One: Questionnaire

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APA

9rplFV55c000921b1ab79.75304550, M. (2018). FASHION PRODUCTS AND CONSUMER PERCEPTION OF FASHION DESIGNING FIRMS IN ANAMBRA STATE.. Afribary. Retrieved from https://beta.afribary.com/works/fashion-products-and-consumer-perception-of-fashion-designing-firms-in-anambra-state-4970

MLA 8th

9rplFV55c000921b1ab79.75304550, MKsvRMH5c000921b10531.52289457 "FASHION PRODUCTS AND CONSUMER PERCEPTION OF FASHION DESIGNING FIRMS IN ANAMBRA STATE." Afribary. Afribary, 29 Jan. 2018, https://beta.afribary.com/works/fashion-products-and-consumer-perception-of-fashion-designing-firms-in-anambra-state-4970. Accessed 28 Dec. 2025.

MLA7

9rplFV55c000921b1ab79.75304550, MKsvRMH5c000921b10531.52289457 . "FASHION PRODUCTS AND CONSUMER PERCEPTION OF FASHION DESIGNING FIRMS IN ANAMBRA STATE.". Afribary, Afribary, 29 Jan. 2018. Web. 28 Dec. 2025. < https://beta.afribary.com/works/fashion-products-and-consumer-perception-of-fashion-designing-firms-in-anambra-state-4970 >.

Chicago

9rplFV55c000921b1ab79.75304550, MKsvRMH5c000921b10531.52289457 . "FASHION PRODUCTS AND CONSUMER PERCEPTION OF FASHION DESIGNING FIRMS IN ANAMBRA STATE." Afribary (2018). Accessed December 28, 2025. https://beta.afribary.com/works/fashion-products-and-consumer-perception-of-fashion-designing-firms-in-anambra-state-4970

FASHION PRODUCTS AND CONSUMER PERCEPTION OF FASHION DESIGNING FIRMS IN ANAMBRA STATE.

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