Colour Preferences and Fabric Purchase Behaviour in Cross River State, Nigeria

The study examined colour preference and consumer fabric purchase behaviour in Cross River State, Nigeria. The objectives of the study were to determine the effect of symbolic, aesthetic preferences and cultural implications on consumers’ fabric purchase behaviour with media effect as a moderating variable. The study population consisted of consumers between the ages of 20 and 50 years old. The sample size was 288 and a purposive sampling technique was used for the study. Multiple regression analysis was used to test the stated hypotheses. The study's findings revealed that colour aesthetics, the symbolic implications of colours, and cultural colour interpretation have a significant effect on consumers’ purchase behaviour of fabrics in Cross River State. The media as a moderating variable exerts a significant effect on consumers’ purchase behaviour of fabric colours across and among cultural blocks. The study recommended that marketing practitioners who are engaged in the distribution and sales of fabrics should carry out research from time to time to identify and understand colours that are in vogue among the target market in different seasons. There is a need for marketers to be alert to media trending across the globe as media has a significant effect on consumers' purchase behaviour of fabrics. An in-depth understanding of colour philosophy is essential for marketers to understand the symbolic meanings of colours among target markets and cultures.