CULTURAL FACTORS AND CONSUMER BUYING BEHAVIOUR OF MALE CLOTHES IN CALABAR, CROSS RIVER STATE. NIGERIA
Abstract
This study explored how cultural influences impact consumer purchasing decisions regarding men’s apparel in Calabar. Culture is fluid and evolves alongside the values embedded in a given environment. The consumption of men’s clothing, among other products, may be shaped by cultural norms and beliefs. To gather data from participants, the research employed a crosssectional survey design. A total of 50 respondents were selected using a simple random sampling technique. The study utilised a structured questionnaire based on a five-point Likert scale to assess key variables, which was distributed to male participants, including students and civil servants. A multiple regression analysis evaluated the significance of religious beliefs, occupational patterns, and traditional customs. The result showed that religion significantly impacted the consumer buying behaviour of male clothes in Calabar. Work pattern and tradition remained insignificant. Thus, it was recommended that male manufacturing firms and sales outlets of Clothing should ensure that the religious values of various market segments are considered before targeting their product to a particular market segment. This recommendation should serve as a basis for marketing planning for the male fashion industry.