Buying decisions are not a question of rationality but rather individual preferences stimulated by desire. Individuals buy on the basis of preference and the options available in other to maximize utility. The key decision driver is not means but rather the irrationality of consumer behaviour. Behind every choice there is a need; behind every need is a desire that is fuelled by a passion to want and this is what drives buying decisions.
Choice! Everyman has a choice but more often people are moved into the act of choosing not by will but by the seemingly unavoidable forces of human relations. Choices are a function of will and will is moved by the rationality of the human mind and the attachments formed or bonds made. So a man will act absent choice where bonds of loyalty or love exist. He would act regardless of personal gain just in a bid to satisfy the desires of others out of which he hopes to gain satisfaction or some sense of relief after acting. So also consumers will exercise their purchasing power on goods absent need or the cloud of necessity.
Welcome to Nigeria; home to the largest population in Africa. Culture ringing in the air and diversity brewing in the fields; this is the land of diversity. This is the land of culture rooted in depth and in appreciation of the creativity of the African man. Be it language, food, music, dance, dressing, each reflects the uniqueness of the individual tribes and the richness of culture expressed in pride. And that expression showcases itself especially in dressing, fabrics of depth displaying the richness of culture and African artistry. Dressing to impress, the perfect show stopper as an outing on a weekend would reveal so much as people troop to parties rooted in the appreciation of cultural heritage and the attire of the day is the Aso Ebi.
Aso-Ebi is the local parlance for native attires for the occasion of weddings or events in Nigeria. It signifies the richness of the African culture depicted in the designs on fabrics. It is pure artistry, an extension of the depth of the Nigerian culture. It is beauty, it is originality and it is uniqueness. It is the definition of the Nigerian brand. It is the key pre-event requirement that tests support and loyalty of friends and well-wishers. Everyone a piece, no choice, just naira bills as responses. And so people ply their wardrobes with tons of fabrics awaiting the tailor’s wrath in show of support. It is an interesting cycle, a cycle of love or simply obligation as reciprocity is always a step away; every man to repay the favour.
Rationality! Consumers simply buy preferably cheaper goods to maximize utility at a lower cost and for variety of reasons. But the Aso-Ebi is a different story as people buy regardless of any constraint. So why do people buy? The puzzle laid not in the commodity but in the factors that influenced buyer decisions. After speaking with a couple of people, the inherent reason was simply to support; the unflinching obligations to support absent the freedom of choice. Also, another key decision driver was personal Image, as no one wanted to paint a bad picture of their personalities. Everyone wants to be associated with those who celebrate and also get the opportunity to flaunt their style when the party goes down. So whatever obstacle, be it financial means, people always seem to find a way around it. In the end, it is to support, the consoling words of patrons of the Aso-Ebi purchase scheme but in truth many never use these attires but rather continually stock up in anticipation, in anticipation of what?
Aso-Ebi sales in progress! Please buy your own.
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