Consumer Behavior, Product Development & Management
At the Marketing department office
Appointment on Visitation important
|1.||M.Sc (Marketing)||Department of Business Administration/ University of Lagos||2016|
BRAND DETERMINANTS AND FASHION PURCHASE DECISIONS AMONG THE MILLENNIAL IN LAGOS METROPOLIS
The millennial generation has the largest proportion among the total population of the country, though their potentials are not well harnessed. Millennial generations are mostly consistent buyers and they have a reasonable degree of loyalty to any brand of commodity in which they are attracted. Thus, this study investigated brand determinants and fashion purchase decisions among the millennial in Lagos metropolis. Quantitative data were collected through structured questionnaire from 330 millennials and analysed using percentile and chi square analysis. The findings revealed that millennial purchasing decision on fashion brands in Lagos metropolis was influenced by their loyalty to the brand, awareness about the brand, perceived quality of the brand and the brand association. The study concluded that brand equity had positive influence on the purchasing decisions of millennials in Lagos metropolis. The study recommended that the fashion industry should ensure that they produce quality brands that will attract the millennials to patronize them so as to get their loyalty to the product.
OYEKUNLE OLUBUSOLA is a Assistant Lecturer at the Department of Marketing
OYEKUNLE has a M.Sc in Marketing from Department of Business Administration/ University of Lagos