ABSTRACT

The fashion retail industry in Isigate, Umuahia, has witnessed substantial growth and transformation in recent years (Smith, J., 2020). This growth can be attributed to factors such as urbanization, changing consumer lifestyles, and increased disposable income among the local population (Okafor, M., 2019). Isigate, a vibrant commercial hub in Umuahia, has become a focal point for fashion enthusiasts and entrepreneurs alike, offering a diverse range of fashion retail vendors catering to the tastes and preferences ofthe local population (Ezeani, C., 2018). Consumer behavior is a multifaceted and intricate field of study that examines how individuals, groups, and organizations make decisions about the selection, purchase, use, or disposal of goods, sendees, ideas, or experiences to satisfy their needs and desires (Solomon, M., 2019). This concept holds paramount importance in the context of the fashion retail industry in Isigate, Umuahia, as it is the cornerstone upon which businesses can build their strategies, marketing efforts, and operations. Consumer behavior encompasses a wide range of factors and variables that influence the choices individuals make when interacting with fashion retail vendors. These factors can be categorized into several key dimensions which includes, Cultural and Social Factors, Psychological Factors, Personal Factors and Marketing and External Stimuli.