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