THE CONCEPT OF OPINION LEADERSHIP AND ITS INFLUENCE IN THE MARKETING OF FASHION PRODUCTS IN ANAMBRA STATE

(A CASE STUDY OF ONITSHA METROPOLIS)

By

NWACHUKWU UCHENNA .A.

Presented To

Department of Marketing

    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.

Title page                                    ii
Certification                                    iii
Dedication                                    iv
Acknowledgement                                v
Abstract                                    vi
Table of contents                                viii

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
1.6    Scope of  the study                            7
1.7    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
2.8    Influence of opinion leadership on the
marketing of fashion products.                    26
2.9    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
4.1    Presentation Analysis of data                    36
4.2    Testing the hypothesis                        48

CHAPTER FIVE
Summary of findings, recommendation and conclusion    59
5.1    Summary of findings                        59
5.2    Recommendations                            60
5.3    Conclusion                                 61
Bibliography                            63
Appendix                                66