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

Title pageii

Certificationiii

Dedicationiv

Acknowledgementv

Abstractvi

Table of contentsviii

CHAPTER ONE

Introduction 1

1.1Background of the study1

1.2Statement of problem3

1.3Objectives of the study4

1.4Statement of hypothesis5

1.5Significant of the study6

1.6Scope of the study7

1.7Definition of terms7

CHAPTER TWO

Literature Review9

2.1Overview of opinion leadership9

2.2Factors influencing opinions11

23Peer group influencing fashion14

2.4Overview of fashion17

2.5Factors that influence fashion20

2.6Overview of marketing23

2.7Influence of opinion leadership on marketing25

2.8Influence of opinion leadership on the

marketing of fashion products.26

2.9Influence of opinion leadership on the

Market of fashion product in Onitsha.28

CHAPTER THREE

Research Methodology31

3.1Source of Data Collection31

3.2Population of the Study32

3.3Sample size determination32

3.4Sampling Technique33

3.5Research instrument33

3.6Data treatment and analysis34

3.7Allocations and administration questionnaire34

3.8Limitation of the study35

CHAPTER FOUR

Presentation analysis sand interpretation of data.36

4.1Presentation Analysis of data36

4.2Testing the hypothesis48

CHAPTER FIVE

Summary of findings, recommendation and conclusion59

5.1Summary of findings59

5.2Recommendations60

5.3Conclusion 61

Bibliography63

Appendix66

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APA

Kings, S. (2018). THE CONCEPT OF OPINION LEADERSHIP AND ITS INFLUENCE IN THE MARKETING OF FASHION PRODUCTS IN ANAMBRA STATE (A CASE STUDY OF ONITSHA METROPOLIS). Afribary. Retrieved from https://afribary.com/works/the-concept-of-opinion-leadership-and-its-influence-in-the-marketing-of-fashion-products-in-anambra-state-a-case-study-of-onitsha-metropolis-5666

MLA 8th

Kings, Solomon "THE CONCEPT OF OPINION LEADERSHIP AND ITS INFLUENCE IN THE MARKETING OF FASHION PRODUCTS IN ANAMBRA STATE (A CASE STUDY OF ONITSHA METROPOLIS)" Afribary. Afribary, 29 Jan. 2018, https://afribary.com/works/the-concept-of-opinion-leadership-and-its-influence-in-the-marketing-of-fashion-products-in-anambra-state-a-case-study-of-onitsha-metropolis-5666. Accessed 07 Feb. 2026.

MLA7

Kings, Solomon . "THE CONCEPT OF OPINION LEADERSHIP AND ITS INFLUENCE IN THE MARKETING OF FASHION PRODUCTS IN ANAMBRA STATE (A CASE STUDY OF ONITSHA METROPOLIS)". Afribary, Afribary, 29 Jan. 2018. Web. 07 Feb. 2026. < https://afribary.com/works/the-concept-of-opinion-leadership-and-its-influence-in-the-marketing-of-fashion-products-in-anambra-state-a-case-study-of-onitsha-metropolis-5666 >.

Chicago

Kings, Solomon . "THE CONCEPT OF OPINION LEADERSHIP AND ITS INFLUENCE IN THE MARKETING OF FASHION PRODUCTS IN ANAMBRA STATE (A CASE STUDY OF ONITSHA METROPOLIS)" Afribary (2018). Accessed February 07, 2026. https://afribary.com/works/the-concept-of-opinion-leadership-and-its-influence-in-the-marketing-of-fashion-products-in-anambra-state-a-case-study-of-onitsha-metropolis-5666

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

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