Evaluation of Socio-Cultural Factors Influencing Consumer Buying Behaviour of Clothes in Borno State, Nigeria

his study assesses cultural factors influencing consumer buying behaviour of clothes in Borno state, Nigeria. It was specifically carried out to examine consumer buying decision making process and assess cultural, economic as well as personal factors influencing clothes buying behavior. Data for the study were gathered through structured questionnaire administered by the researcher with the help of two research assistants, on a sample of 192 clothes buyers, out of which, 174 were duly filled and returned. The data obtained were analyzed using descriptive statistics, chi square, Analysis of variance and multi-stage regression. Findings revealed a highly significant influence of cultural factors (T=14.83, P<0.000) on consumer buying behaviour of which the relative regression coefficient influences equivalence of societal norms (24.6%) was the highest. The findings also indicated a highly significant influence of economic factors (T=11.89, P<0.000) factor on consumer buying behaviour with the highest relative regression coefficient influence equivalence exerted by income (20%). The study further revealed that age was the sole personal (endogenous) factor variable influencing buying behaviour with the highest relative regression coefficient influence equivalence of over 65%. The study concluded that culture, either acting independently or in conjunction with economic and personal factors significantly influences buying behaviour of clothes. It was recommended that marketing managers should take cognizance of the fact that socio-cultural factors are some of the fundamental determinants of a person’s want and behavior and should therefore be considered when designing clothes for their markets.