FACTORS AFFECTING UPPER-CLASS CONSUMER BUYING BEHAVIOUR OF MADE IN NIGERIA FASHION OUTFITS
Abstract
This study investigates the effect of creativity, styles and quality materials, on the upper-class buying behaviour of made in Nigeria fashion outfits. The cross-sectional survey research design was adopted for this study. A total of 200 upper class consumers within the Calabar metropolis made up the sample for this study. The Multiple Regression Analysis was used to test the data obtained from the field. The findings reveal the following: creativity significantly affects the upper class buying behaviour of fashion outfit in Calabar metropolis; Styles significantly affect upper class buying behaviour of fashion outfits in Calabar metropolis; and that Quality material has a significant effect on upper class buying behaviour of fashion outfits in Calabar metropolis. This study recommended that; constant creativity must be embraced in the production of fashion outfits; the styles of Nigerian clothing should be adopted with concern for upper class preference and standard; local fashion companies should seek ways of improving on the quality of clothing made in Nigeria to maintain long term product supremacy in the market; Finally, effective improvement on the creativity, styles as well as quality of clothing within Nigeria should be a must for all fashion outfits within the country.