Abstract.
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.
