THE CONCEPT OF OPINION LEADERSHIP AND ITS INFLUENCE IN THE MARKETING OF FASHION PRODUCTS IN ANAMBRA STATE (A CASE STUDY OF ONITSHA METROPOLIS)
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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 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
Title page ii
Certification iii
Dedication iv
Acknowledgement v
Abstract vi
Table of contents viii
CHAPTER ONE
Introduction 1
1.1 Background of the study 1
1.2 Statement of problem 3
1.3 Objectives of the study 4
1.4 Statement of hypothesis 5
1.5 Significant of the study 6
1.6 Scope of the study 7
1.7 Definition of terms 7
CHAPTER TWO
Literature Review 9
2.1 Overview of opinion leadership 9
2.2 Factors influencing opinions 11
23 Peer group influencing fashion 14
2.4 Overview of fashion 17
2.5 Factors that influence fashion 20
2.6 Overview of marketing 23
2.7 Influence of opinion leadership on marketing 25
2.8 Influence of opinion leadership on the
marketing of fashion products. 26
2.9 Influence of opinion leadership on the
Market of fashion product in Onitsha. 28
CHAPTER THREE
Research Methodology 31
3.1 Source of Data Collection 31
3.2 Population of the Study 32
3.3 Sample size determination 32
3.4 Sampling Technique 33
3.5 Research instrument 33
3.6 Data treatment and analysis 34
3.7 Allocations and administration questionnaire 34
3.8 Limitation of the study 35
CHAPTER FOUR
Presentation analysis sand interpretation of data. 36
4.1 Presentation Analysis of data 36
4.2 Testing the hypothesis 48
CHAPTER FIVE
Summary of findings, recommendation and conclusion 59
5.1 Summary of findings 59
5.2 Recommendations 60
5.3 Conclusion 61
Bibliography 63
Appendix 66
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