This work is aimed at assessing the influence of the concept of opinion leadership on the marketing of fashion products in Anambra State. ( A case study of Onitsha metropolis).
The researcher study was conducted in Anambra State usjing Onitsha metropolis as our case study.
The research study also designed to find whether and how managers of various fashion firm perceive and use opinion leaders in the marketing of their products.
The researcher selected two market from Onitsha metropolis, man market from Onitsha North and Ochanja marmket from Onitsha south to collect information from the dealers of fashion products.
The data were collected through both primary and secondary source using personal interview and observation questionnaire as necessary. The researcher interviewed both dealers and consumers.
The data collected were analysed, and the populated hypotheses tested using Chi- square.
The following findings were made namely:
That opinion leadership does not positively influence the quality of fashion product offered in Onitsha.
The following recommendation were recommended:
That a fresh study be conducted using a bigger sample and covering a wider area and population.
The researcher strongly suggest that our marketing firm should insist on using credible opinion leaders who will always deliver the right message, information pertaining the firms fashion product to the market.
TABLE OF CONTENTS
Table of contentsviii
1.1Background of the study1
1.2Statement of problem3
1.3Objectives of the study4
1.4Statement of hypothesis5
1.5Significant of the study6
1.6Scope of the study7
1.7Definition of terms7
2.1Overview of opinion leadership9
2.2Factors influencing opinions11
23Peer group influencing fashion14
2.4Overview of fashion17
2.5Factors that influence fashion20
2.6Overview of marketing23
2.7Influence of opinion leadership on marketing25
2.8Influence of opinion leadership on the
marketing of fashion products.26
2.9Influence of opinion leadership on the
Market of fashion product in Onitsha.28
3.1Source of Data Collection31
3.2Population of the Study32
3.3Sample size determination32
3.6Data treatment and analysis34
3.7Allocations and administration questionnaire34
3.8Limitation of the study35
Presentation analysis sand interpretation of data.36
4.1Presentation Analysis of data36
4.2Testing the hypothesis48
Summary of findings, recommendation and conclusion59
5.1Summary of findings59
THE CONCEPT OF OPINION LEADERSHIP AND ITS INFLUENCE IN THE MARKETING OF FASHION PRODUCTS IN ANAMBRA STATE (A CASE STUDY OF ONITSHA METROPOLIS)
ABSTRACT This work is aimed at assessing the influence of the concept of opinion leadership on the marketing of fashion products in Anambra State. ( A case study of Onitsha metropolis). The researcher study was conducted in Anambra State usjing Onitsha metropolis as our case study. The research study also designed to find whether and how managers... Continue Reading
Abstract This study investigated the effect of psychological variables on the purchase of fashion related products using fashion consumers in Anambra and Imo States. A total of 145 respondents were studied. Stated hypotheses were tested using the Ordinary Least Square (OLS) involving the Ordinal Multiple Regression Analysis using Findings revealed... Continue Reading
ABSTRACTS This project looked into the attitude of consumers towards locally made shoes in Onitsha Anambra. The problems involved in this study was that the shoe industry does not seem to yield much needed effort with respect to huge sacrifices of the manufacturers as well as the government. This is true in the sense that most of the viable shoe... Continue Reading
Abstract. This study assessed the effect of demographic variables on the purchase of fashion related products using students of Abia State University, Uturu as the case study . A total of 100 respondents were investigated using the cross-sectional survey research method of data collection. Data generated were presented in tables and charts for... Continue Reading
(A CASE STUDY OF ONITSHA SOUTH LOCAL GOVERNMENT AREA, ANAMBRA STATE). CHAPTER ONE INTRODUCTION Background of the study Career development for most people is a life long process of engaging the work world through choosing among... Continue Reading
ABSTRACT Accounting ratio is the most important factor used by management, creditors, investors and other users of financial statement in carrying out most business decisions. It uses an application in making most business decisions remain inevitable. This study has, therefore been divided into five chapters; the first chapter briefly introduced... Continue Reading
THE IMPACT OF COMMUNICATION IN AN ORGANIZATION CASE STUDY COCA-COLA PLC, ONITSHA, ANAMBRA STATE CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF STUDY Research has shown a continue interest in the study of organizational goal attainment especially when all organization aim at improving their current level of performance. Organizations are either growing... Continue Reading
CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF STUDY Research has shown a continue interest in the study of organizational goal attainment especially when all organization aim at improving their current level of performance. Organizations are either growing... Continue Reading
ABSTRACT This research focuses attention on The Purpose And Use Of Management Consultancy Firm with special attention on Onitsha South Local Government Area This work is carried out in partial fulfillment of the course requirement for the award of higher national diploma of he institute of management and technology. Critical assessment was made on... Continue Reading