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
LIST
OF TABLES
Table 4.1 Shows the distribution and
retrieval of copies of questionnaire
41
Table 4.2 Test of Correlation between Peer
Pressure and Purchase Decision 42
Table 4.3 Test of Correlation between identity formation and patronage 44
Table 4.4 Test of Correlation between self-concept and information search 45
LIST OF FIGURES
Fig. 2.1: Conceptual
framework for Peer Group Influence and Purchase 7
Behaviour.
Fig 2.2 Adopted from: Bandura - Social Learning
Theory by Saul
McLeod (2011) 20
CHAPTER ONE
1.1 Introduction
The
peer group is a source of affection, sympathy, understanding, and a place for
experimentation (Jack &Gamnjoh, 2017).
In every given society, there are some people that individual look up to
when making decisions (Nkan and Usoroh, 2012). Usually such people disseminate
opinions and other individuals are pressured into following their trend,
becoming associated with them and using them as a standard for their decisions
which may include purchase of goods (Jack &Gamnjoh, 2017). Such people are
known as reference groups and they include entertainment figures, sport heroes,
political leaders, parents, coworkers, teachers and peers (Akpan, Nkan and
Usoroh, 2012; Akpan and Nkan, 2013).
Reference
group play a particular role in the life of an individual. They inform and make
individual aware of specific products and brands; provide individuals with the
attitudes and behavior of the group, and influence individuals to adopt
attitudes and behavior that are consistent with the norms of the group.
Reference group specify what are desirable as well as undesirable. They also
tend to influence product purchase decision, information processing and
attitude formation (Lachance, Beaudion and Robitaille, 2003; Yoh,2005). As
teenagers mature, they use more sources of consumer information prior to
decision making, rely more on friends and less on parents for information and
advice on buying and prefer to purchase products without parental supervision.
Thus, peer influence could be said to be the extent to which peers exert
influence on the attitudes, thoughts and actions of an individual (Makgosa and
Mohube, 2007). Peer influence is more noticeable and relevant for
high-visibility, high-status products like cars, phones or clothing (Valdez, 2010).
Clothing
as one of the fundamentals of life and it helps to build and stabilize
personality. Man has always endeavored to provide cover for the body and to do
so beautifully (Otong, 2006). It thus becomes an important domain of life in
the attraction to a different group of significant others. Appraisals of
appearance and actions by peers have become a major concept in the lives of
individuals and play a significant role in developing their self-concepts. They
develop their self-concept through conformity to preferred clothing, attitudes
and actions (Valdez, 2010).
Second
hand clothes are used clothes imported from foreign developed nations and it is
purpolarly called “Okirika” or “Bend-down select”. They are relatively cheap
and affordable (Ojo, 2014).
Seeking
information, complying with the preference of others, and adopting values of
others all involve some form of communication or observation of decisions,
opinions or behavior. Several forms of influences exist, but of importance to
this study are normative and informative influences. Normative influence refers
to the change in behavior due to the anticipation of others’ expectations and
beliefs, and that an individual will comply with group norms in fear of
isolation while informational influence is the influence exerted on consumers
who, faced with uncertainty, seek credible sources that can inform their
decision and accept information from others as evidence of reality (Valdez,
2010). Peer influence is important in some product purchases which is why there
is need to consider the conspicuousness of the product or brand of interest.
1.2 Statement of Research
Problem
Through
interaction over many years acceptable social customs are taught and fostered
(Jack &Gamnjoh, 2017).The kind of group a particular individual identifies
with will sometimes determine the kind of influence the group will have on his
purchase behaviour. Yet little studies have tried to examine the relationships
that exist between the two variables. There are limited empirical studies on
influence of peers group on purchase behavior towards second hand clothes in
Aba. Even in the developed countries, related studies are not specific to
clothing but to other products. Generally, findings of past studies on peer
influence and product purchase decisions have demonstrated that the degree of
peer influence differs across products (Makgosa and Mohube, 2007; Akpan,
Nkan&Usoroh, 2012). During the singlehood, the amount of influence that
peer group has on one`s clothing purchase behaviour could be enormous. Peer
influence can have both positive and negative effects on individual purchase
behaviour. Thus the ways and manners by which peer group influence affects
single ladies purchase behaviour of second class cloths needed to be researched
and documented.
1.3
Objectives of the Study
The
broad objective of the study is to examine the influence of peer group on
single ladies purchase behavior towards second hand clothes in Aba South.
Specifically, the specific objectives are to;
i.
determine the influence
of peer pressure on single ladies purchase decision of second hand clothes.
ii.
ascertain the influence
of identity formation on patronage of second hand clothes.
iii.
examine the relationship
between self-concept and information search of second hand clothes.
1.4
Research Questions
The
research questions are as follows;
i.
how does a peer pressure
influence single ladies purchase decision of second hand clothes?
ii.
to what extent does
identity formation influence patronage of second hand clothes?
iii.
what is the relationship
between self-conceptand information search of second hand clothes?
1.5
Research Hypotheses
The
following research hypotheses were formulated;
Ho1: there
is no significant relationship between peer pressure and single ladies purchase
decision of second hand clothes.
Ho2: there
is no significant relationship between identity formation and single lady
patronage of second hand clothes.
Ho3: there
is no significant relationship between self-conceptand information search of
second hand clothes.
1.6
Significance of the Study
Academic scholars, marketing students
and researchers would be able to borrow from the findings of this research to
support literacy citation as well as develop themes for further research.
Specifically, the study would make theoretical, practical and methodological
contributions. The findings would contribute to professional extension of
existing knowledge in Peer group influence and purchase behavior.
This research work will also
contribute to the knowledge of marketers and other business managers as it will
assist them on effective planning and implementation in areas of consumer
purchase behaviors and also in making effective management decisions and how to
devise strategic moves in meeting with the stated goals and objectives of the organization
and the environment at large.
Second hand cloth traders will
benefit from this work, as it will help them understand how peer group
influences single ladies purchase behavior of their products.
Importers of second hand clothes will
also benefit from these studies as they will understand the reasons behind
single ladies purchases and this will help them in importing products that will
be acceptable to their target market.
This
research study will be of benefit to the manufacturing industry, industries
management, Marketers and stakeholders as it will unravel (expose) the benefits
and implications of peer groups on marketing performance.
1.7
Scope of the Study
The scope of this
research work is concerned with peer group influence on single ladies purchase
behavior towards second hand clothes in Aba South.
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