This study established the relationship between locus of control and consumer purchase intentions of fabrics in Abia state. Locus of control is a psychological concept that points where a consumer’s source of control is located. An individual’s source of control accounts for the differing purchase decisions made even for the same product. The study was anchored on attribution theory. The independent variables were search effort, product knowledge, chance and significant others. The dependent variable was purchase intention. The study adopted a correlational research design. Study population was made up of all adult buyers of fabric material in Aba. Sample size was 350using purposive sampling technique. Data generated through questionnaire was analyzed using descriptive statistics and Pearson Product Moment Correlation Coefficient (PPMCC). Result showed a strong positive relationship between search efforts, product knowledge and consumer purchase intention. Result also showed a strong negative relationship between chance factor, significant others and consumer purchase intention. It was therefore recommended that marketers should recognize the influence of locus of control on their customers’ choice decision as the knowledge will help them know what marketing strategy to adopt in other to serve the customers better. They should endeavor to provide necessary product information and make it accessible to consumers.
Keywords: Purchase Intention, chance factor, locus of control, product knowledge, search effort
