Effects of Consumer Demographic Variables on Clothes Buying Behaviour in Borno State, Nigeria

This study assessed consumer demographic variables influencing clothes buying behaviour in Borno state, Nigeria. Data for the study were gathered through structured questionnaire administered on a sample of 192 clothes buyers, out of which, 174 were duly filled and returned. The data obtained were analyzed using descriptive statistics and chi square. Frequency results revealed that consumers clothes need recognition was mainly based on basic wardrobe requirement (34.5%) and society (friends, family, neighbors) served as the main information window to most clothes consumers (44.8%). Quality was the main clothes evaluation (choice) criteria (60.3%) and most consumers (66.1%) patronized native clothes. Chi-square association test indicated significant (χ2 = 12.95, p<0.0047) influence of age on consumer buying behaviour with respect to patronage. Occupation had bi-variate significant influence on clothes need recognition process (χ2 = 28.74, p<0.0174) and patronage (χ2 = 12.93, p<0.0240) as well. Education had overbearing influence on consumer post purchase behaviour (χ2 = 87.87, p<0.0000) as well as awareness (χ2 = 28.49, p<0.0187). The influence of income was also significant on need recognition (χ2 = 44.30 p<0.0000) and patronage (χ2 = 12.93, p<0.0240). In contrast influence of gender and marital status was invariably not significant on consumer buying behavior. The study recommended for marketing managers to adopt market segmentation strategy and segment their clothes markets on the bases of demographic variables since they were all found to have great degree of influences on clothes buying decisions.