PHD-Department of Fashion, Design & Marketing

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Browsing PHD-Department of Fashion, Design & Marketing by Author "Mburugu, K. G."

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    Adoption of the Kenya National Dress as a Basis for Developing a Decision-Making Model for the Local Industry: A Case of Nairobi, Kenya
    (2014-02-22) Imo, Beatrice Elung’ata; Mburugu, K. G.; Tuigong’, D. R.
    Endurance of many national dresses for centuries may be attributed to the high value traditionally attached to them and that they can be used either as daily or ceremonial wear. In an effort to brand the Kenyan identity, some fashion designers and the Kenya government came up with the concept of the Kenya National Dress (KND) in 2004. Unfortunately, this dress did not take root among Kenyans. Why has the general public not enthusiastically embraced the Kenya National Dress? The purpose of this study was to investigate the factors influencing adoption of the KND and form a basis for developing a decision-making model to enhance future adoption of local designs. Literature focussed on the development of the KND and its relevance to Kenyans. Purposive, snowballing and random sampling techniques were used to select a sample of 339 respondents comprising local fabric or apparel manufacturers, KND critiques, designers, custom tailors, traders in locally produced apparel and consumers to participate in the study by answering questionnaires. Data was analyzed and the results presented using frequencies and percentages obtained using the Statistical Package for Social Sciences (SPSS). Chi-square was used to establish whether or not the respondents‟ socio-economic and business characteristics influenced their adoption of the KND. All the respondents were aware of the KND‟s existence mostly from television, magazines and newspapers. Though the KND design was found to be related to Kenyan communities‟ traditional dresses, the respondents suggested that the KND fashion models should be of darker skin colour, wear natural or braided hair and local sandals to present an authentic Kenyan image. Most respondents agreed that the KND outfits could be improved by using various local fabrics in the Kenyan flag colours while incorporating beadwork. From the Chi-square analysis (p<0.05), the factors that strongly influenced the respondents‟ adoption of the KND included the designers or custom tailors‟ designation or position and fashion design or construction training, the consumers‟ gender and highest education level. The decision-making model emphasized that the interaction between consumers, designers and custom tailors was key to increasing adoption of the KND. All the respondents agreed that Kenya needed a national dress for identification; were proud to have a national dress and were willing to make, sell and or wear the KND as pictured. In conclusion, respondents‟ willingness to adopt the KND was a significant sign of their loyalty to Kenya. Therefore, fabric/ apparel manufacturers, traders, and designers/ custom tailors should put into account the views of consumers when making new designs to promote the local industry.
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    An investigation of the marketing strategies and factors infleuncing their implementation by garment-making micro-enterprises in Nakuru town, Kenya
    (2012-04-12) Kinuthia, Lydia Nkatha; Mburugu, K. G.; Milcah Mulu-Mutuku
    The challenges of successful marketing in the clothing industry continue to increase in a world characterized by resource constraints, inflationary tendencies, changing lifestyles, rapid technological changes and increased competition both at local and international levels. In Kenya, the clothing industry is characterized by a very dynamic environment and intense competition caused mainly by enlarging globalization, trade liberalization and the second-hand (mitumba) clothes. In such an environment, it is becoming increasingly difficult for an enterprise to maintain longterm success. Thus the clothing enterprises are faced with challenges that demand them to offer higher value added products that meet the demands of the customers. As a solution, a sound marketing strategy is critical to the survival and growth of micro-enterprises in the garment making sector. Such a strategy will need to be implemented effectively. However, there is limited research that has looked at the industry from a marketing strategy perspective in terms of the factors that influence the implementation of the marketing strategies. This research aimed at determining the various marketing strategies and the factors influencing their implementation by the garment making micro-enterprises. The research design used was ex-post facto while the target population was 385 garment-making micro-enterprises that have less than ten employees in Nakuru town. Using an interview guide and a questionnaire comprising of closed and open ended questions, data was collected from a sample of 265 respondents for the survey (randomly selected using a table of random numbers) and 40 respondents for the interview. The data collection instruments were pre-tested using 40 respondents (30 for the survey and 10 for the interviews). The data collected was analyzed both quantitatively and qualitatively. Exploratory factor analysis, Chisquare goodness-of-fit test (X2) and multiple regression analysis were used to identify the marketing strategies and determine the factors influencing strategy implementation by help of Statistical Packages for Social Sciences version 16.0 (SPSS). There were eight strategies implemented by garment-making microenterprises. Interactive Marketing was the most implemented strategy while Emarketing was the least implemented. Target market factors did not have any significant influence on Interactive Marketing though it had the greatest influence on Product Differentiation strategy. Entrepreneurial orientation factors had a significant influence on Branding and Cost Reduction strategy. Internal environment factors did· not have any influence on E-marketing but greatly influenced Branding and Cost Reduction strategy. The External environment factors had the greatest influence on Market Penetration strategy. A major conclusion is that Benefits Sought; Innovativeness; Structure and Culture; and Enabling Environment are very vital in the implementation of the marketing strategies. Further research is recommended to explore the impact of the marketing strategies being implemented on the enterprise performance and growth.