EFFECT OF DEMOGRAPHIC VARIABLES ON THE PURCHASE OF FASHION RELATED PRODUCTS: A STUDY OF STUDENTS OF ABIA STATE UNIVERSITY, UTURU.

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.

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 Conceptual Empirical
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