Effect of Social Class on Consumer Buying Behaviour in the Nigerian Fashion Industry

Marketing — 2025, Undergraduate

This study investigated the effect of social class on consumer buying behaviour in the Nigerian fashion industry. A descriptive survey design was adopted with questionnaires administered to consumers across different income and occupational groups. Data were analysed using descriptive statistics and the Chi-square test. The findings revealed that social class influenced brand preference, store choice, and willingness to pay for fashion products, with higher-income groups favouring imported and designer brands. The study, however, found that social media exposure blurred some class-based differences in tastes. It recommends segmented marketing strategies and status-signalling brand positioning.

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