MST-Department of Textiles, Family and Consumer Sciences
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Browsing MST-Department of Textiles, Family and Consumer Sciences by Author "Mugenda, Olive M."
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Item Factors influencing the business viability of local apparel trade within a liberalised market: a case of Nairobi, Kenya(2012-04-23) Elung'ata, Beatrice; Mburugu, K. G.; Mugenda, Olive M.The purpose of this study was to find out the factors influencing the business viability of local apparel trade within a liberalized market in Nairobi, and to investigate how consumer preferences and buying practices have affected apparel trade. Data were collected using interview schedules and observation checklist. A random sample of 90 apparel traders was drawn from three market centres in Nairobi (Kenyatta market, Jericho market and the Central business district) for interview according to the types of apparel they sold. These types were new imported; second-hand; locally manufactured and custom-tailored apparel. Data were analyzed by use of frequencies, percentages and Chi-square tests using the Statistical Package for Social Sciences software (SPSS®). Results from the study showed that 57% of the apparel traders were female. Majority, (80%) were under the age of 40 years. All traders had received some level of formal education. Most (71%) apparel traders had 1-5 employees, an indication, an indication of small-sized businesses. More than half (64%) of the respondents owned their businesses. Notably, 57% had up to 5 years experience in selling apparel. The main types of apparel sold were New Imported (37%) and Custom-tailored (32%). Majority (89%) of the traders targeted women as their main clientele because they were considered the most willing buyers. In addition, they also stocked apparel for men and/or children in order to make more profit for their businesses. Lack of customers, stiff competition and lack of government support were reported as major problems facing over 50% of the traders. For most traders, providing high quality merchandise was the main strategy used to solve their problems. Government support by way of providing loans and making prices (license fees, taxes, custom charges) affordable were suggested as ways of creating a level trading ground for all traders. This would also increase the traders' business performance and viability. From the study, 40% of the respondents made up to Ksh.40, 000 per month during times of high sales. Chi-square analysis showed that the traders' age, position held in business and source of fabric/clothing significantly influenced the types of apparel sold by traders. Therefore, apparel traders could enhance these key factors to increase competitive edge in the market. From the analysis, it was evident that the type of apparel sold by traders was affected by consumer preferences for imported apparel because locally produced apparel did not meet consumers' needs in terms of quality and variety. The Ministry of Trade and Industry should formulate mechanisms that will enable apparel traders access information easily on existing trends and policies as they affect their businesses. Apparel producers and traders could use this information to improve the quality of local items. Lack of a level trading ground for all traders remained as the main deterrent to their success.Item The role of clothing in developing self-worth• among pre-adolescents: a case of primary schools in Kasarani Division, Nairobi Kenya(Kenyatta University, 2004) Maiyo, Chepchumba Rael; Mburugu, K. G.; Mugenda, Olive M.Throughout history, clothing has always been regarded as one of the primary needs of a human being and primary needs must be fulfilled before secondary needs are fulfilled. Self-worth, one of the secondary needs consists of self-concept and selfesteem. It is during the pre-adolescent period that a child starts defining self and this determines perception of self-worth. The purpose of this study therefore, was to investigate on issues related to clothing satisfaction of the pre-adolescents and how it influences their perception of self-worth. The objectives of the study were to: determine the pre-adolescent's socio-economic background and demographic characteristics, establish how the pre-adolescents acquired their clothing and factors considered in the selection, establish the extent to which the pre-adolescents were satisfied with their clothing and assess their perception of self-worth, establish the relationship between the pre-adolescent's satisfaction with clothing and their perception of self-worth, and also relationship between clothing satisfaction with variables such as their involvement in clothing selection and their socio-economic background and demographic characteristics. This study was a survey research conducted in six primary schools in Kasarani Division of Nairobi Province, using an interview schedule and an essay. A sample of 144 pre-adolescents was selected by stratified and simple random sampling methods. <; Both qualitative and quantitative data were collected and analysed. The findings showed that most of the pre-adolescent's parents/guardians were educated, employed and resided in the urban area. The majority of the respondents had their clothing mainly bought for by their parents; open-air markets selling second-hand clothes being where most clothes were mainly bought. Most pre-adolescents were mainly involved in their clothing selection. What is accepted by parents and peers were the socio-cultural factors that always influenced pre-adolescent's clothing selection while size and colour were the most influential among the factors related to clothing characteristics. The majority of them were satisfied with their clothing and attributed size and colour to clothing satisfaction. Most of them had a high perception of self-worth in relation to their clothing. There was significant relationship between clothing satisfaction and self-worth, clothing satisfaction and involvement in clothing selection. No significant relationships were found between clothing satisfaction and variables such school type, gender, age and highest education attained by respondent's mothers. It was concluded that through symbolic interaction with significant others and peer group members, clothing satisfaction plays a significant role in increasing the preadolescent's self-worth and therefore issue such like involvement in clothing selection which affects pre-adolescent's clothing satisfaction should be considered by those involved with pre-adolescents' clothing. For instance parents should involve their children in their clothing selection, school policy makers who deal with school uniforms and designers of children's clothing should always seek the children's opinion when dealing with their designs. Clothing scholars should also emphasize on the symbolic implication of clothing satisfaction to social interaction and its significant role in increasing self-worth, local designers should improve their designs and further research should be done on clothing in relation to other psychological Issues.