FACTORS AFFECTING ADOPTION OF FASHION AMONG FEMALE UNDERGRADUATES IN UNIVERSITY OF CALABAR
Abstract
The research focused on factors affecting fashion adoption among female undergraduates at the University of Calabar. The study aims to determine the effect of economic factors, social class, and country of origin on fashion adoption among female undergraduates of the University of Calabar. The study adopted a cross-sectional survey research design and a convenient sampling technique. The questionnaire was adopted as the instrument for Data collection. Taro Yamene's approach (finite) was used to determine the sample size. Data were analyzed using a simple regression model and were computed using the Statistical Package for Social Sciences (SPSS). The results from the test of hypotheses showed that economic factors, social class, and country of origin were significant variables. Thus, they are factors affecting fashion adoption among female undergraduates at the University of Calabar. Some of the recommendations include: Fashion designers should be encouraged to introduce and design decent clothes because whatever comes out from them to their target consumers is considered fashionable and would be accepted by the consumers.