PHD- Department of Educational Management Policy & Curriculum Studies.

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Browsing PHD- Department of Educational Management Policy & Curriculum Studies. by Subject "Apparel Fashion Consumption"

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    Determinants of apparel Fashion Consumption Decision Making among University Students in Nairobi City County, Kenya
    (Kenyatta University, 2022) Kimemia Millicent Wamuyu, Kimemia Millicent; Dinah Tumuti; Bosibori Oigo
    Apparel fashion is an important dimension of a person’s lifestyle. Researchers have investigated various consumer factors that influence apparel fashion consumption and, marketers and designers are interested in the variables influencing the apparel fashion consumption. This study investigated determinants of apparel fashion consumption decision making among university students in Nairobi City County, Kenya. The objectives were to; establish the socio-demographic characteristics of apparel fashion consumers; establish the physiological factors influencing apparel fashion consumption decision making; determine the relationship between socio-cultural factors and apparel fashion consumption decision making; examine the relationship between psychological factors and apparel fashion consumption decision making, assess the impact of internet and media on apparel fashion consumption decision making, investigate whether universities students are guided by the Engel-Kollat-Blackwell model and develop a model explaining apparel fashion consumption decision making process. Employing a descriptive cross-sectional research design, this study employed both qualitative and quantitative techniques to collect, analyze and present data. Purposive sampling was used to select seven universities in Nairobi. Proportionate sampling was applied to spread the sample size of 534 respondents across sampled universities. A structured questionnaire containing both open-ended and closed-ended items was used in data collection. Means, frequencies and percentages were determined and data presented in tables and charts. Chi-square test was used to test the hypotheses. Apparel fashion consumption decision making was found to be influenced by age, gender and marital status with gender having the highest influence. Physiological factors, socio-cultural factors, psychological factors and internet & media had no significant relationship with apparel fashion consumption decision making. A seven-stage model was followed by the university students in the apparel fashion consumption decision making process skipping some stages of Engel-Kollat-Blackwell model. Stages followed by students included need conceptualization, expectation of what to buy, knowledge of latest apparel fashion trends, search for product information, evaluation of information making a purchase and evaluate between possible alternatives. Post purchase evaluation was not done by the students. The study concluded that Engel-Kollat-Blackwell model was not followed by the university students in their apparel fashion consumption decision making. The study recommended that; apparel fashion designers should come up with age and gender appropriate apparel fashion to tap into these vital cohorts that have a significant importance on apparel fashion consumption. There should be an established center in every university to offer counsel and direction on best clothes depending on these physiological factors and apparel fashion consumption model given by the researcher. The government may come up with policies to regulate the apparel fashion industry to ensure that what is made is in line with national values through the national clothe policy. A study should be carried out to establish factors influencing consumption of non-apparel apparel fashion which contributes immensely on apparel fashion industry in Kenya