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PO Oladele
CF Ogundipe

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PO Oladele
CF Ogundipe

Issues in Business Management and Economics
Vol.4 (2), pp. 18-23, March, 2016
ISSN 2350-157X
Available online at https://www.journalissues.org/IBME/
DOI:http://dx.doi.org/10.15739/IBME.16.003
Article ID /BM/16/013/06 pages
Author(s) retain the copyright of this article. Author(s) agree that this article remain permanently open access under the terms of the Creative Commons Attribution License 4.0 International License.



Original Research Article

Attributes of fashion clothing among female undergraduate students in tertiary institutions in South-West Nigeria

Oladele Patrick Olajide and *Ogundipe Christie Folake

Department of Business Administration, Faculty of Management Sciences, Ekiti State University, Ado-Ekiti, Nigeria

*Corresponding Author Email: folakeogundipe14@gmail.com

Tel.: +2348109008142



date Received: February 16, 2016     date Accepted: March 23, 2016     date Published: March 26, 2016


 Abstract

This paper focuses on certain attributes used by female students when assessing fashion clothing in tertiary institution in Nigeria. The main objective of the research paper was to examine the attributes of fashion clothing. Both qualitative (focus group discussion) and quantitative (multistage questionnaire survey) research were employed. A questionnaire survey was conducted on 1,300 respondents in selected seven public Universities in Southwest Nigeria. Data collected were analyzed using conjoint analysis. Based on findings of this study, it was ascertained that the choice of fashion clothing by female university students was highly stimulated by fit and high fashion style.


Key words: Fashion clothing, product attributes, branding, colour, fit and style


Oladele and Ogundipe