Impact of Product Research on Consumer Buying Behaviour of Raiment Trends in Gen Z Wears

ABSTRACT
This study examines the impact of product research on consumer buying behaviour among Generation Z in Ilorin, Nigeria, with a focus on the fashion industry. Given Gen Z's unique characteristics as digital natives, the study explores how product reviews and ratings, influencer marketing, social media engagement, and product customisation influence their purchasing decisions. It also investigates the challenges Gen Z faces in navigating digital marketplaces, particularly in a developing economy like Nigeria, where issues such as counterfeit goods and poor online transparency are prevalent. The research draws from theoretical frameworks such as the Theory of Planned Behaviour, the Consumer Decision-Making Process Model, and Social Influence Theory to contextualise the findings.
A descriptive survey research design was adopted, using a structured questionnaire administered to a sample of 246 Gen Z fashion consumers in Ilorin, selected via simple random sampling. Data collection was facilitated through a Likert-scaled instrument, and analysis was conducted using descriptive and inferential statistics, including linear regression. The findings reveal a significant relationship between product research variables-especially product reviews, influencer credibility, and personalised engagement-and Gen Z's consumer behaviour. Based on these findings, the study recommends that Nigerian fashion brands invest in authentic online review systems, leverage relatable local influencers, adopt meaningful social media engagement strategies, and expand product customisation features. These strategies will better align with the values and expectations of Gen Z consumers, ultimately enhancing customer trust, brand loyalty, and market competitiveness in Nigeria's evolving digital retail landscape.