Evaluation of Socio-Cultural Factors Influencing Consumer Buying Behaviour of Clothes in Borno State, Nigeria

This study assesses cultural factors influencing consumer buying behaviour of clothes in Borno state, Nigeria. It was specifically carried out to examine consumer buying decision making process and assess cultural, economic as well as personal factors influencing clothes buying behavior. Data for the study were gathered through structured questionnaire administered by the researcher with the help of two research assistants, on a sample of 192 clothes buyers, out of which, 174 were duly filled and returned. The data obtained were analyzed using descriptive statistics, chi square, Analysis of variance and multi-stage regression. Findings revealed a highly significant influence of cultural factors (T=14.83, P