SOCIOLOGICAL FACTORS AND CONSUMER BUYING BEHAVIOUR TOWARDS FASHION CLOTHING

This study focused on sociological factors and consumer buying behaviour towards fashion clothing. It was carried out to determine the effects of family, peer group, reference group culture The adopted cross-sectional survey research design. A structured questionnaire used obtain primary data from 185 consumers Data analysis done using descriptive statistics, while hypotheses testing multiple linear regression. Consequently, findings revealed that (? = .507; p-value 0.000 < 0.05) had highest significant positive effect clothing, followed by family .244; 0.05), .238; .085; 0.005 0.05). concluded are key determinants clothing made practical implications effect. Keywords: Sociological factors, Consumer Buying Behaviour, Fashion Clothing, Social Influence Theory.