DECISION MAKING STYLES AND CONSUMER BUYING BEHAVIOUR OF FASHION APPARELS

ABSTRACT

The study investigated decision making styles on consumer buying behaviour of fashion apparels amongst university students in Nigeria. Data were primarily sourced through the administration of three hundred and sixty questionnaire (360) to management science students out of which same number (360) were found usable for the empirical analysis. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. It was revealed that: that perfectionist, high-quality conscious decision making significantly affect consumer buying behaviour of fashion apparels amongst university students, brand conscious decision making does not significantly affect consumer buying behaviour of fashion apparels amongst university students, the regression analysis revealed that novelty, fashion conscious decision making does not significantly affect consumer buying behaviour of fashion apparels amongst university students, price conscious decision making significantly affect consumer buying behaviour of fashion apparels amongst university students in Nigeria and impulsive decision making significantly affect consumer buying behaviour of fashion apparels amongst university students. Based on these findings, it was recommended that: fashion retailers should promote decision-making styles that prioritize perfectionism and a focus on high-quality products, fashion brands should reconsider their marketing strategies, fashion brands should continue experimenting with innovative and trendy designs, fashion retailers should consider competitive pricing strategies and offer discounts or promotions to attract price-sensitive consumers, and it is crucial to implement strategies to mitigate impulsivity.