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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
Article Number: | Pages: | | DOI:
Received: February 16, 2016 Accepted: March 23, 2016 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.
Keywords: Fashion clothing, product attributes, branding, colour, fit and style