VISUAL AESTHETICS VERSUS BRAND POPULARITY IN DETERMINING PREFERENCE FOR HANDBAGS AMONG FEMALE FRESHERS AND SOPHOMORES IN UNILAG

Abstract

The main objective of this experimental study is to analyse and evaluate the influence of visual aesthetics and brand popularity on consumer behaviours, with a particular focus on female students and their preferences for handbags. This experimental research examines the impact of aesthetics and branding on customer decisions using a theoretical model based on psychoanalytic theory. Furthermore, the study takes into account the influence of societal institutions, such as sexism, on consumer behaviour. The objectives of the study include investigating female buying behaviours using Unilag female fresher’s and sophomores using about 105 participants for the main study and also examining the factors influencing consumer preference for specific brands, exploring the impact of branding on consumer behaviour, and determining if consumers' perceptions of aesthetic qualities differ. The study employs various statistical analyses to assess these objectives, including paired sample tests, independent t-tests, and one-way ANOVA. The findings reveal that visual aesthetics and brand popularity significantly influence consumer choice for handbags. However, age was found to be significant only in relation to visual aesthetics and not brand names. The study highlights the importance of understanding consumer perceptions 
and preferences for manufacturers and marketers. It emphasizes the significance of visual aesthetics and brand names in consumer decision-making processes and provides insights for enhancing marketing strategies in the competitive fashion market.