Description
ABSTRACT
This work is aimed at assessing the influence of the concept of opinion leadership on the marketing of fashion products in Anambra State. (A case study of Onitsha metropolis).
The researcher study was conducted in Anambra State usjing Onitsha metropolis as our case study.
The research study also designed to find whether and how managers of various fashion firm perceive and use opinion leaders in the marketing of their products.
The researcher selected two market from Onitsha metropolis, man market from Onitsha North and Ochanja marmket from Onitsha south to collect information from the dealers of fashion products.
The data were collected through both primary and secondary source using personal interview and observation questionnaire as necessary. The researcher interviewed both dealers and consumers.
The data collected were analysed, and the populated hypotheses tested using Chi- square.
The following findings were made namely:
That opinion leadership does not positively influence the quality of fashion product offered in Onitsha.
The following recommendation were recommended:
That a fresh study be conducted using a bigger sample and covering a wider area and population.
The researcher strongly suggest that our marketing firm should insist on using credible opinion leaders who will always deliver the right message, information pertaining the firms fashion product to the market.
TABLE OF CONTENTS
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of contents
CHAPTER ONE
Introduction
1.1 Background of the study
1.2 Statement of problem
1.3 Objectives of the study
1.4 Statement of hypothesis
1.5 Significant of the study
1.6 Scope of the study
1.7 Definition of terms
CHAPTER TWO
Literature Review
2.1 Overview of opinion leadership
2.2 Factors influencing opinions
23 Peer group influencing fashion
2.4 Overview of fashion
2.5 Factors that influence fashion
2.6 Overview of marketing
2.7 Influence of opinion leadership on marketing
2.8 Influence of opinion leadership on the marketing of fashion products.
2.9 Influence of opinion leadership on the Market of fashion product in Onitsha.
CHAPTER THREE
Research Methodology
3.1 Source of Data Collection
3.2 Population of the Study
3.3 Sample size determination
3.4 Sampling Technique
3.5 Research instrument
3.6 Data treatment and analysis
3.7 Allocations and administration questionnaire
3.8 Limitation of the study
CHAPTER FOUR
Presentation analysis sand interpretation of data.
4.1 Presentation Analysis of data
4.2 Testing the hypothesis
CHAPTER FIVE
Summary of findings, recommendation and conclusion
5.1 Summary of findings
5.2 Recommendations
5.3 Conclusion
Bibliography
Appendi