DETERMINANTS OF CONSUMER PATRONAGE OF LOCALLY PRODUCEDFABRICS IN KEFFI, NASARAWA STATE

This study investigated the determinants of consumer patronage of locally produced fabrics in Keffi, Nasarawa State. Specifically, the study sought to investigate the influence of product price, product uniqueness and product quality on consumer patronage of locally produced fabricsin Keffi. Theory of planned behaviour forms the theoretical basis for this study. The study adopted survey research method. The population of the study was the consumers of locally produced fabrics in Keffi. Cochran’s formula was employed to get a sample size of 384. Structured questionnaire was used to generate data for the study. Regression analysis was employed in testing the hypotheses 0.05 level of significance. The study found that product price, product uniqueness and product quality have significant influence on consumer patronage of locally produced fabrics in Keffi. Based on the foregoing, the study concludes that product price, product uniqueness and product quality are the key determinants of consumer patronage of locally produced fabrics in Keffi. The study recommends amongst others that manufacturers and marketers of fashion products should continue to invest more on the quality, uniqueness and other attributes of fashion products in Nigeria for improved and sustained consumer patronage.