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
1.1Background of the Study
1.2 Statement of the Problem
1.2Objectives of the Study
1.3Research Questions
1.4Research Hypotheses
1.5Scope of the Study
1.7Significance of the Study
1.8 Operational Definition of Terms
1.9Organization of the Study
1.10Conceptual Framework of the Study
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1Nature and Meaning of Consumer Behaviour
2.2Consumer Behaviour Approaches
2.3Factors Affecting Consumer Behavior
2.4Stages of the Consumer Buying Process
2.6 The Concept of Fashion
2.7Fast Fashion from the Supplier Perspective
2.8Consumer Involvement in Fashion Clothing
2.14High Population of Fashion-Conscious Consumers
2.15Fashion Consumer Behaviors of Generation Y
2.16Empirical Review
CHAPTER THREE
RESEARCH METHODOLOGY
3.1Research Design
3.2Area of the Study
3.3Population and Sample Size Determination
3.4Sources of Data
3.5 Instrument for Data Collection
3.6Reliability and Validity of Instruments
3.7Method of Data Analysis
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
References
Appendix One:Questionnaire
