ABSTRACT

This research has as its thrust to examine the influence of peer group on single ladies. The major objective that motivated this work is to ascertain the influence of peer group on single ladies’ purchase behaviour of second hand clothes in Aba, Abia State. A variety of minor objectives exist and they include, among others the influence of peer pressure on single ladies purchase decision of second hand clothes, the influence of identity formation on patronage of second hand clothes, the relationship between self-concept and information search of second hand clothes. The instrument employed in the collection of data are self administered questionnaire/interview schedule and observation. Pearson’s product moment correlation was used in the analysis of data. The study found out that Peer Group influence has significant effect on single ladies purchase behavior towards second hand clothes in Aba. From the study it was recommended that Fashion producers/Traders should consider the psychological make-up of their customers and they should understand the various elements of customers identity formation as this when managed properly will enhance their patronage. The electronic customer relationship policies of money deposit banks should show a significant level of commitment so as to enhance customer patronage. In conclusion, both normative and informative peer influences affect single ladies purchase behavior towards second hand clothes

TABLE OF CONTENTS

Title Page i

Declaration ii

Certification iii

Dedication iv

Acknowledgments v

Table of contents vi

List of tables viii

List of figures ix

Abstract x

CHAPTER ONE: INTRRODUCTION

1.1     Background to the Study 1

1.2 Statement of the Problem 3

1.3     Research Objective 4

1.4 Research Questions 4

1.5     Research Hypotheses 5

1.6     Significance of the Study 5

1.7     Scope of the Study 6

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.0 Conceptual Framework for Peer Group Influence and Single 

Ladies Purchase Behaviour 7

2.1 Understanding Peer Group Influence of Second Hand Cloths 8

2.1.1 Peer Influence and Products Purchase Decisions 11

2.1.2 Identity Formation 11

2.1.3 Self-Concept 12

2.1.4 Purchase Decision 13

2.1.5 Consumer Patronage 15

2.1.6 Information Search 15

2.2 Theoretical Review 16

2.2.1 Theory of Reasoned Action by Fishbein, Martin and Ajzen, 

Icek (1975) 16

2.2.2 Social Learning Theory by Albert Bandura (1977) 18

2.3 Empirical Review 23

2.4 Summary of Literature 27

CHAPTER THREE:RESEARCH METHODOLOGY

3.1 Research Design 29

3.2 Area of Study 29

3.3 Population of the Study 30

3.4.1 Sampling Technique 30

3.4.2 Sample Size Determination 30

3.5 Validity of Instrument 31

3.5.1 Reliability of the Instrument 31

3.6 Sources of Data Collection 32

3.7 Method of Data Analysis 32

3.7.1 Model Specification 32

3.7.2 Decision Rule 33

CHAPTER FOUR: DATA PRESENTATION,ANALYSIS AND INTERPRETATION

4.1 Data Collection and Collation 34

CHAPTER FIVE:SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary of Findings 40

5.2 Conclusion 41

5.3 Recommendations 42

5.3.2 Limitation/Suggestion for Further Studies 42

References 43

Appendix 47