Peer Group Influence And Single Ladies Purchase Behaviour Towards Second Hand Clothes In Aba, Abia State

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