MST-Department of Fashion, Design & Marketing
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Browsing MST-Department of Fashion, Design & Marketing by Author "Mugenda, Olive M."
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Item Factors influencing professional women's likelihood to adopt clothing fashion: a case of Nairobi city(2011-12-07) Isika, Juliet Kaindi; Mburugu, K. G.; Mugenda, Olive M.The influence of fashion on clothing is as old as the custom of wearing clothing. The changing social attitude of many women has changed their attitude towards fashion as they buy clothes to satisfy themselves. This has resulted to a dilemma of sorts due to factors influencing them to adopt clothing fashion that `connect or click', due to pressure to augment their occupational status. The purpose of this study was to investigate factors influencing the professional women's likelihood to adopt clothing fashion in Nairobi City. The objectives of the study were to; establish the sociodemographic characteristics of the professional women, determine information sources influencing clothing fashion adoption; identify the socio-cultural and psychological factors influencing clothing fashion adoption, establish the professional women's likelihood to adopt clothing fashion, establish factors that influence satisfaction with clothing fashion adoption and determine the relationship between satisfaction with clothing fashion adoption and selected independent variables. A descriptive survey was conducted using a self-administered questionnaire in four service institutions in Nairobi's central administrative division. A sample of 117 professional women was randomly selected to participate in the study. Both qualitative and quantitative data were collected and analyzed. The findings show a majority of professional women in Nairobi city are unmarried and well educated that is holding bachelor degrees. Most of them held middle level job positions and earned between Kshs. 20,000 - 30,000. However, most of them have three to five dependants. These factors may influence their clothing selection and buying practices, a factor considered in clothing adoption. Most of the professional women frequently adopt a range of clothing styles and pay in cash. They use clothing displays and fashion magazines as their main source of information. They are highly influenced by clothing styles that look beautiful and suit their figure types; this highly depends on their social activities and clothing that is accepted at work. The study concluded that the professional women's satisfaction with clothing fashion adoption practices results in having the likelihood to adopt clothing fashion and is the interplay of various factors. Some of the factors found to be associated with satisfaction in clothing fashion adoption are occupation level and socio-cultural factors. These issues should be addressed by those who manufacture and sell clothing fashion for professional women. The study recommended that a similar study be done among different age groups, such as pre-school, adolescents, and the elderlyItem Factors that contribute to the prevalence and practice of cohabitation among Kenyatta University students, Nairobi, Kenya(2011-12-13) Muriithi-Kabaria, J.N.; Mugenda, Olive M.; Kithinji, C. T.Cohabitation is emerging as an important factor in mate-selection in many societies. It has however been associated with a number of problems including unwanted pregnancies, abortions, marriage failures, sexual abuse, Sexually Transmitted Diseases and HIV/AIDS. In Kenya, cohabitation has widely been a matter of public debate with limited systematic studies to map out the trend, nature and correlates amongst various groups of the population. In an effort to fill this gap the current study focused on cohabitation among university students. The objectives of this study were aimed at: Identifying factors that contribute to cohabitation by university students and establishing the prevalence of cohabitation among university students. The study also sought to establish the relationship between parents' socio-economic and demographic status on the prevalence and practice of cohabitation. The study also aimed at establishing the influence of peers on the prevalence and practice of cohabitation among university students. The conceptual framework for this study was derived from Erick Erickson's theory of personality development and Brofenbrenner's Ecological Model of Human Development. One hundred and seventy six respondents in their second and fourth years of study were selected using a stratified random sampling technique. The survey design with the use of questionnaires was employed to gather information from the respondents. In addition, Key Informants interviews were carried out with persons involved in students' affairs to provide more in depth understanding of the issues under study. The quantitative data collected from fieldwork were entered into a computer spreadsheet and analysed using the Statistical Package for Social Sciences (SPSS). The tools used in the analysis included frequencies, percentages, means and Chi-Square test of significance. The results showed that there is a prevalence rate of cohabitation o f 2 7.4 percent. The significant factors that influenced the students cohabitation behavior included fathers' occupation (p=0.016), mothers' occupation (p=0.029), parents' residence (p=0.000), parents'/guardians' income (p=0.000), peer pressure (p=0.000), year of study (0.064) and fathers' level of education (0.074). The other factors, which included sex, age, and mothers' level of education, were not significantly related to cohabitation. The results of the study also revealed that majority of the respondents (63%) indicated that they are aware of students' cohabiting in campus. Most of the students had a negative attitude toward cohabitation before marriage (59%). Majority of the students in the study (77%) had a positive attitude towards peer counseling and religious teaching as deterrent measures of cohabitation. The researcher recommended that counseling services to the students need to be strengthened in the universities. It would also be important to review from time to time the financial assistance accorded to students from low-income households to ensure that adequate funds are awarded in line with the prevailing living standards and inflation. It is also recommended that the university authority should consider establishing special hostels for ladies who are expectant or who have children as a result of cohabitation.Item Socio-economic and Psychological factors influencing clothing preferences of the physically handicapped in Nairobi province, Kenya(2012-02-10) Marinda, Pamela Ayiera; Tumuti, D.W.; Mugenda, Olive M.The purpose of this study was to identify the clothing preference of the physically handicapped, and to determine the rating of socio-economic and psychological factors influencing these clothing preferences. This was a survey research that was undertaken among a sample of 120 physically handicapped persons from six institutions in Nairobi Province. Stratified random sampling methods was used to constitute the study sample. Data for the study were collected using an interview schedule and observation checklist. They were later analysed using the Statistical Package of Social Science (SPSS) programme. The Chi-square technique was used to test for significant differences in selected categorical variable at alpha level P<0.05. The study revealed that most respondents had formal education but only a handful of them had formal employment. Their clothing preferences also varied their nature of disability. They selected clothing styles that could meet their physical needs with regard to fit, ability to dress themselves and ease of care and mobility. They also selected clothing items in which they looked attractive, and those that conformed to fashion trends since these contributed to the enhancement of their self-esteem. Other findings indicated that the respondents preferred second-hand clothes and tailored ones. Reasons given for this preference was that the former were cheaper were of good quality and had unique styles, while tailored clothes fitted well. Income available was rated highest among the socio-economic factors influencing respondents' clothing preferences. The least rated factor is that which is acceptable to age mates. The aesthetic value was found to be the most influential of all the psychological factors as far as clothing preference was concerned. Uniqueness of the item, prestige and popularity of the brand name; and to impress others respectively were the least influential factors. In all the psychological factors, female samples were influenced more than thermals while in clothing preference by age; mature adults were influenced more than the adolescents and young adults. There were significant differences in some socio-economic factors that influenced clothing preferences by age group with mature adults being influenced more. Based on the findings of the study, the following recommendations were made: a) Apparel manufacturers and designers in Kenya should create basic design patterns for disabled persons, which can be altered or adapted to meet the specific needs of the physically handicapped persons. This concept of designing from basic designs in apparel industry may add new designs in apparel industry may add new dimensions to consumerism for the disabled people in Kenya. b) To initiate a home-based business focusing on the clothing adaptation and alteration because disabled persons find shopping a difficult task. Desired clothing styles could be marketed through catalogues. c) Training for caregivers, home economists and health professionals on clothing needs of the disabled. d) Addressing factors that cause dissatisfaction with the locally available clothing among the physically handicapped.