Abstract:
The primary goal of every fashion marketers is to satisfy consumers’ needs and want. The main objective of this study is to assess behavioural pattern of selected tertiary institution students in Ondo State through online and offline purchase of clothing items with a view to providing information that could assist consumers as well as marketers on factors that could affect purchasing behaviour and sales. A total sample of 988 was collected and analyzed using Statistical Package of Social Science version 23 (SPSS), objective one was achieved using frequency, percentage, mean, relative index importance and ranking. Objective one result revealed that majority of the respondents agreed that level of income, education, environment, culture, religion as well as profession determines their clothing purchase, though culture and environment has the strongest relative importance index. Objective two was achieved using frequency, percentage, mean, and ranking, the result showed that respondents are motivated by price and sales promotion in online clothing purchase. Objective three was achieved using frequency, percentage, and mean, the result showed that no purchasing platform is more preferred than the other. Objective four was achieved using frequency, percentage, mean, relative index importance and ranking, the result revealed that purchasing clothing items online is risky than offline. Objective five was also achieved using frequency, percentage, and mean, the result revealed that consumers of clothing items can shift from one purchasing platform to the other, depending on the choice of the consumer. Consequently, this study provides information on apparel shopping motivation for fashion merchants that seek to retain customers. In conclusion, the consumers of this study are influenced by shopping motivations; they prefer to shop for their clothing items through online as well as offline.
