Assessment of Materialism and Reference Group Influence on Preference for Western Branded Fabrics in Maiduguri, Borno State, Nigeria

This paper investigates how materialism and reference group influence may affect consumers’ preference for western branded fabrics. Data for the study was collected through questionnaire administered on a sample of 26 respondents. The respondents were selected using convenient sampling through snowball from a population of male and female professional workers aged 18 and above. Data collected from the primary source (questionnaire) was analyzed using simple percentage. Findings revealed that materialism had no significant influence on their preferences for western branded fabrics. Reference groups, however, significantly influenced respondents’ decision to purchase Western branded fabrics. It was concluded that although some of the behaviors of the sampled group were quite materialistic, they were not enhanced by associations with Western branded fabrics and their related cultural values. Based on the findings, it was recommended that marketers of western brands in Borno state, particularly in the state capital can do well if they adopt a strategy of deliberately targeting and nurturing of their consumers’ reference groups, rather than attempt to position their products on the basis of inherent materialistic values.