Online and Offline Shopping Motivation of Apparel Consumers in Ibadan Metropolis, Nigeria

Shopping today is much more than just buying, it is an experience itself. Consumers now value convenience and choice as well as getting value for their hard-earned money. Motivation is where consumption starts, where it all begins, with the acknowledgement of a need. Online shopping has shown to provide more satisfaction to modern consumers seeking convenience and speed, however, in a country like Nigeria, consumers still buy a lot from shops and malls thereby still making offline shopping very relevant. This research made use of multi-stage sampling; using purposive, simple random and convenience sampling techniques. A four point Likert Scale was used to measure consumers¡¯ shopping motivation and preferred shopping platform. Most of the research on online shopping focuses on consumers in developed countries with little or none among Nigerian consumers. Consequently, this study provides information on apparel shopping motivation (utilitarian and hedonic) of the average Nigerian; such information is beneficial for online and offline Fashion merchants that seek to retain customers. Consumers of this study were affected by all the utilitarian motivating factors as well as almost all the hedonic shopping motivations measured. It was revealed that the respondents preferred to shop offline than online shopping platforms. In conclusion, the consumers of this study are fashion conscious, utilitarian and hedonic shoppers, however, they prefer the offline shopping platforms.