ABSTRACT

This study assessed the clothing purchase behavior by undergraduate students in Michael Okpara University of Agriculture, Umudikc. Abia state. The study was carried out using descriptive survey design. The population ofthe study was twenty thousand, nine hundred and sixty-eight (20,968) undergraduates of Michael Okpara University of Agriculture, Umudikc 2018/2019 session. A convenience sampling techniques was used to select the 393 sample size. Data collected was analyzed descriptive statistics frequency and percentages. This research adopted Mashlow's Motivation Need theory, this theory affects all the areas of human need and priority in personal needs acquisition. From the findings ofthis study, 72.5% of the respondents revealed that fashion or attractive clothing, colour and comfort arc the attributes that highly influences the purchasing decision of undergraduate students of Michael Okpara University of Agriculture. Umudikc, whereas ease ofcarc, innovative design arc least influence of their purchasing decision. Thus this study concludes that several attributes such as quality, price, durability, all influence the clothing purchase behavior of the undergraduate students of Michael Okpara University of Agriculture. The study also concluded from Maslow's Need Theory that the major influence of demand is the priority to which the buyer certifies the item to be. The study recommended that improvement in the allowance given to undergraduate students of MOUAU by their parents will increase their purchasing power. And also improvement in the fashion and aesthetics among'sellers of those wears will also increase their purchasing demand.