Evangelism marketing and consumer purchase behaviour of selected products: A focus on fashion industry

Abstract

This study analyzed evangelistic marketing and customer purchasing behavior of specific items. The study employed a cross-sectional research strategy to ascertain the link between the independent and dependent variables. The total target population comprised one hundred sixty (160) proprietors of selected fashion design establishments across multiple cities in Delta State. Data was gathered utilizing a semi-structured questionnaire composed of closed-ended questions. The quantitative data was presented through tables and numerical frequencies. The collected data was statistically evaluated using the Statistical Package for Social Sciences (SPSS). The data were evaluated using statistical methods such as means, percentages, and frequencies. The interpretation of data was conducted within the context of the researchproblem. A multivariate regression analysis model was employed to determine the link between the independent and dependent variables. The regression analysis results demonstrated that the elements of evangelical marketing utilized in this study significantly influenced consumer purchase intention. The data indicate that respondents concurred that evangelical marketing significantly influences customer purchasing behavior. The research determined that evangelistic marketing predicts customer purchase intention. The study advised fashion retailers in Delta State to cultivate new, contemporary brands to captivate consumer interest, increase production to assure consumers of product availability and deter brand switching,
and align their pricing strategies with competitors to avoid perceptions of higher costs relative to other brands.