Volume 2, Issue 1, 2026

MARKET FACTORS AND FABRIC CONSUMPTION BEHAVIOR: EVIDENCE FROM IBA METROPOLIS, LAGOS STATE

Ogunkoya, Toluwalope Omowunmi, 2Omotoso Kazeem Adekunle 3 & Ademola Emmanuel, K

Abstract

This study investigates how price sensitivity, product availability,
and fashion preference influence consumer behaviour in Nigeria’s
textile and fashion industry, focusing on the Iba Metropolis of
Lagos State. Fabrics are examined not only as commodities but
also as cultural and social markers of identity, tradition, and
prestige. Using Structural Equation Modeling (SEM), the study
tested the effects of price sensitivity, product availability, and
fashion preference on consumer patronage, satisfaction, and
status symbolism. Data were analyzed to determine the strength
and significance of these relationships. Results revealed that price
sensitivity had a significant negative effec t on patronage (? =
0.42, p < 0.01), showing that rising costs reduce loyalty to
premium fabrics. Product availability demonstrated a strong
positive effect on satisfaction (? = 0.51, p < 0.001), confirming
that consistent stock enhances consumer trust. Fashion preference
exerted the strongest positive influence on status symbolism (? =
0.63, p < 0.001), underscoring its role in prestige consumption.
The model explained 62% of the variance in consumer satisfaction
and 58% in status symbolism. The findings suggest that
affordability drives patronage of locally made fabrics, availability
sustains satisfaction, and fashion preference reinforces symbolic
consumption. Without deeper insights into these dynamics, local
producers risk marginalization, while imported fabrics may
continue to dominate as symbols of exclusivity. This study provides
empirical evidence of the trade-offs consumers make between
economic realities and cultural identity in fabric consumption
within Iba Metropolis, offering fresh insights into the intersection
of affordability, availability, and symbolic fashion preference in
Nigeria’s textile industry.

Keywords

Consumer Behaviour, Fabric Consumption: Market Factors, Metropolis

Full Text

Download

References