The Concept Of Opinion Leadership And Its Influence In The Marketing Of Fashion Products In Anambra State (A Case Study Of Onitsha Metropolis)
...Making Research more of a fun
Putting smiles in the face of Students
Writing your project with precision
AFRICA'S LARGEST ONLINE
PROJECT ARCHIVES
Search Projects materials, seminars, assignments etc.
Get Professional help. Access 10000+ Works,
Over 300 Software Implementations.
...Get It Done In Record Time
DEPARTMENTS
agricultural education proje ... 0
accounting project topics 669
accounting projects topics & m ... 70
agricultural education project ... 13
agricultural engineering proje ... 33
applied biochemistry projects ... 6
banking and finance project to ... 196
biochemistry project topics an ... 2
biology education project topi ... 12
building technology project to ... 3
business administration projec ... 458
business education project top ... 5
business management project to ... 448
chemical engineering 22
chemical pathology projects to ... 6
chemistry project topics and m ... 17
co-operative and rural develop ... 99
co-operative economic and mana ... 99
computer science project topic ... 351
crop science project topics & ... 1
education project topics and m ... 319
education projects topics and ... 38
electrical and electronic proj ... 54
english language and literatur ... 7
estate management project topi ... 25
fashion design technology proj ... 12
fashion design technology proj ... 10
food science project topics an ... 199
geoinformatics and surveying p ... 4
home economics education proje ... 6
igbo language education projec ... 3
industrial chemistry project t ... 15
industrial chemistry projects ... 29
information technology project ... 2
insurance project topics 63
international relation project ... 26
introductory technology educat ... 1
latest mathematics education p ... 10
library and information scienc ... 2
list of chemistry science educ ... 8
list of computer science educa ... 45
list of economics education pr ... 16
list of english language educa ... 29
list of integrated science edu ... 25
marketing project topics 285
mass communication project top ... 272
mathematics projects topics an ... 1
mba projects topics and materi ... 81
mechanical engineering project ... 128
medical laboratory projects to ... 10
medical radiography and radiol ... 8
microbiology projects topics a ... 104
nursing project topics and mat ... 4
nursing projects topics and ma ... 15
nutrition and dietetics projec ... 22
office technology and manageme ... 128
peace studies and conflict res ... 19
philosophy projects topics and ... 7
physical and health education ... 5
physics options project topics 17
physis education project topic ... 2
physology project topics 3
political science project topi ... 6
printing technology projects t ... 2
projects topics and materials ... 2
purchasing and supply project ... 43
quantity surveying project top ... 1
sociology & psychology project ... 4
sociology and anthropology pro ... 17
statistics project topics and ... 52
thesis topics & materials for ... 11
thesis topics materials for fa ... 0
Select Department
The Concept Of Opinion Leadership And Its Influence In The Marketing Of Fashion Products In Anambra State (A Case Study Of Onitsha Metropolis)
Get the complete project material now!

User Guide before placing order for complete project topics and materials:

It is important that the researcher knows exactly what he is go to do so that I could be done effectively.Make sure you update any research work you purchased on our website. Do not copy word for word. Using our research is legal. Our aim is to provide project topics and materials for easy access to information and to reduce stress of moving from one book stop or library to another in the name of sourcing for one research textbook or research materials. We do not encourage any form of plagiarism. Our aim is to generate research project ideas for students. The contents of the project material provide will help students to generate new ideals. Every researcher must look around him in his immediate environment and beyond to improve the work. To order the below complete project materials, Make payment deposit or cash transfer into any of the following banks:

GTBANK

Account Name: Chi E-Concept Intl, Account Number: 0115939447

Other payment options

We accept cash deposit, cash transfer and Bitcoin.

Click on download to complete your order.Call or Whatsapp +23408063386834

CLICK HERE TO CHAT WITH OUR CUSTOMER SUPPORT TEAM ON WHATSAPP

THE CONCEPT OF OPINION LEADERSHIP AND ITS INFLUENCE IN THE MARKETING OF FASHION PRODUCTS IN ANAMBRA STATE   (A CASE STUDY OF ONITSHA METROPOLIS)

 

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

CHAPTER ONE

Introduction                                                                   1

1.1     Background of the study                                                         1

1.2     Statement of problem                                                    3

1.3     Objectives of the study                                                  4

1.4     Statement of hypothesis                                                          5

1.5     Significant of the study                                                  6

  1. Scope of  the study                                                                  7
  2. Definition of terms                                                                  7

CHAPTER TWO

Literature Review                                                                               9

2.1     Overview of opinion leadership                                              9

2.2     Factors influencing opinions                                          11

23      Peer group influencing fashion                                                14     

 2.4    Overview of fashion                                                      17

2.5     Factors that influence fashion                                        20

2.6     Overview of marketing                                                  23     

2.7     Influence of opinion leadership on marketing                25

  1. Influence of opinion leadership on the

marketing of fashion products.                                               26

  1. Influence of opinion leadership on the

Market of fashion product in Onitsha.                                    28     

CHAPTER THREE

Research Methodology                                                  31

3.1     Source of Data Collection                                              31

3.2     Population of the Study                                                 32

3.3     Sample size determination                                             32

3.4     Sampling Technique                                                      33

3.5     Research instrument                                                      33

3.6     Data treatment and analysis                                          34

3.7     Allocations and administration questionnaire                         34

3.8     Limitation of the study                                                  35

CHAPTER FOUR

Presentation analysis sand interpretation of data.                             36

  1. Presentation Analysis of data                                        36
  2. Testing the hypothesis                                                   48

CHAPTER FIVE

          Summary of findings, recommendation and conclusion 59

  1. Summary of findings                                                     59
  2. Recommendations                                                                   60
  3. Conclusion                                                                     61

Bibliography                                                                  63

Appendix                                                                       66

 

 

CHAPTER ONE

INTRODUCTION

  1. BACKGROUND OF THE STUDY.

The     concept of opinion leadership emerged from a study conducted by lazar field   and his colleagues on the influence of mass media on individual voting behaviour in the 1940.

Presidential election in United state contrry to expectations, it was found that influencing did not flow directly from a  medium (press, radio e.t.c) to an audience but was channeled through    an intermediary who was designated the “opinion leader”. It was this finding which gave rise to two step model of communication which states  that certain members of the population act as fillers and amplitiers for messages and todays, this has formed the main focus and strong hold of the concept of opinion leadership.  Common observations and many community studies shows are certain people who are mostly concerned about particular issues as well as most articulates about them and other therefore go to them for information and advice.

          Furthermore, indept studies recently have consistently found that the individual who transmit other is also more likely to receive information from others.  For example, a person who frequently expresses opinion about sports equipmenet will also be more likely to listen to other opinion about such equipment.

          The balance of evidence between these studies is that opinion leaders actually abound in ourrr society and wherever the exist, they take it upon themselves to mould and change attitude and behaviour of others in areas where they wied influence. In  marketing context, the use of opinion leader is without question constitute major  target for marketers especially in the area of fashion diffusion.  This area of interest has been acclaimed to be most fitted for the effective use of opinion leaders.  For instance, an astute fashion firm that can get a famour.

Personality such as a television star, a woman group leader and an outstanding society girl in a university to waer and endorse xa new style of clothing for women will probably have little problem in moving her merchandise since people in their respective group or social clases may try to identify with them thereby increasing the market share and further push up the profit potentials of the firm.  Today, evidnce has shown that opinion leaders are found in all starta if the society therefore it behoves the marketers to identify and reach opinion leaders with those personality characteristics relevant to their respective business and make use of them in the marketing of their product.  This will go a long way to complementary the use of 4ps (product, price, place and promotion) towards achieving the desired effect especially in area of serious competition that abound now in our society.

 

  1. STATEMENT OF PROBLEM

There is a general understanding that fashion firms in the country have not been making maximum use of opinion leaders, despite the immense benefit associated with the use of them in the marketing of cfashion product.  This could be attributable to the fact that many firms marketing manager are still ignorant of their existence or are aware but still nurse the felling that the use of 4ps of marketing is enough toget their products across to the customers.  What actually prevents them from making use of the opportunity and how can they be stimulated to recogniiiiise the immense use opinion leader could be to them.  These constitute the problem areas, which the researcher wishes to look into so as to better the situation of the fashion firms, and also help to bring the role and influence of opinion leaders to the limelight.

 

    1.3          OBJECTIVE OF THE STUDY

                             The researcher is designed to find whether and if so                         how managers of various fashions firm perceive and use                         opinion leaders in the marketing of their products.

  1. To show how different people perceive or view opinion leaders and their activities.
  2. To find out what specific influences they have on peoples adoption process.
  3. To find out whether fashion houses make use of opinion leaders in the marketing of their product
  4. To find out to what extent it has spured and helped the fashion firms in their business.
  5. To make recommendations.

 

1.4     STATEMENT OF HYPOTHESES                            

Based on the above objectives the following hypotheses would be tested.

Ho:    Opinion leadership do not positively influenced the quality of fashion products offered in Onitsha.   

H1:    Opinion leadership positively influences the quality of fashion products offered in Onitsha.

Ho:    Opinion leadership does not positively influence the price 7 fashion product offered in Onitsha.

H2:    Opinion leadership positively influences the price of fashion products offered in Onitsha.

Ho:    Opinion leadership does not positively influence the profitability  of fashion products offered in Onitsha.

H3:    Opinion leadership positively influence the marketing activities of fashion product   offered in Onitsha.

Ho:    Opinion leadership does not influence the marketing activities 7 fashion products in Onitsha.

H4:    Opinion leadership positively influence the   marketing activities 7 fashion   product in Onitsha.

 

  1. SIGNIFICANCE OF THE STUDY

This study is not a mere academic exercise.  It holds immerse benefits, it will be of significance to the following:

Firstly, the consumers of fashion products will equally benefit if the company adopted the finding of the study. The products will be available to them at the right time and at the right price.

Fashion firms and Onitsha metropolis will gain immensely from the as it explore the impact of concept of opinion leadership performance of their operations and suggest more success oriented) ways of enhancing their performance.

Finally, both the researcher and reader will benefit from the study as the information contained would widen their scope of understanding and knowledge in th area of study which stir up further investigations.   

 

          1.6     SCOPE OF THE STUDY

This study concentrated on opinion leadership and its influence on the marketing of fashion product.  However, because of time, money and other constraints emphasis was placed on Onitsha metropolis.

 

          1.7     DEFINITION OF TERMS

                                OPINION LEADER:

Igbodi (1990) said that opinion leader could defend as an individual who frequently exerts influence on other through word of mouth communication.

                   GATE-KEEPER

According to ODO (2003) said that gate keepers are the people in the organization who have control over the flow of information to others.  They are also people who first pick messages from sources and in turn pass them to the audience or members of their group.

                   OPINION LEADERSHIP

According to Agbagha (1995) opinion leadership reffered to as the initiatives and leaders of thought in any given society, whose act as an influence on others.  Opinion leadership are also those by virtue of their placements and or experience in society or group are looked upon as initiators 7 actions and innovators and also for general direction and guidance.



Get the complete project material now!
CUSTOMER'S REVIEW
blessing
I so much appreciate, keep the good work on.
excellent customer support
I am happy, my project was great.
ohikhueme sylvanus
Please i need theses on Leadership and good governence in nigeria: Imperative of security in nigeria, please i would glad if my message is answered immediatly. Thanks
Tony
This site have all scholars needs for their project, i can testify to that.
Rita
A site with great relief to scholars.
1 - 5 of 96 Reviews
PROJECT INFO

UID : 10526 PRICE : 5,000.00

Download Now
Related Topics
the attitude of nigerians towards made-in-nigerian products (a case study of chubery shoes ltd onitsha anambra state)
the attitude of nigerians towards made-in-nigerian products (a case study of chubery shoes ltd onitsha anambra state)
the application of the marketing concept in the marketing of agricultural (poultry) products in abia state (a case study of elegance poultry farmers cooperative society aba south local government area of abia state)
the application of the marketing concept in the marketing of agricultural (poultry) products in abia state (a case study of elegance poultry farmers cooperative society aba south local government area of abia state)
the application of the marketing concept in the marketing of agricultural (poultry) products in abia state (a case study of elegance poultry farmers cooperative society aba south local government area of abia state)
practical presentation of fashion items for fashion show in enugu state
practical presentation of fashion items for fashion show in enugu state
practical presentation of fashion items for fashion show in enugu state
influence of western fashion on nigerian student
the role of publicity in regulation the marketing of petroleum products in the south east of nigeria (a case study of pipeline and products marketing company ppmc, enugu depot enugu)


Payment Name Phone Number
Email Address Payment Date
Gender Payment method