PHD-Department of Fashion, Design & Marketing

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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.
Assesment on the Usage of ‘Real’ Fabric Draping for Design in Public Institutions of Higher Learning and by Fashion Designers in Nairobi County, Kenya
(Kenyatta University, 2015-01-21) Isika, Juliet Kaindi
„Real‟ fabric draping involves use of sample textile, fabric or cloth to make patterns or garments on a model or dress form stands manually. Final material used to produce garments has similar characteristic to one used to drape. Technique is suitable for ready to wear and couture garment designs with numerous advantages. These are such as satisfaction with garment fit, accurate proportions of fabric division and reduced time waste as pattern making technique. Numerous studies in Kenya have been carried out to investigate Home science. However, there is limited ongoing research or documentation on „real‟ fabric draping for design in Kenya. These demands for a study to assess the usage in „real‟ fabric draping for design in public institutions of higher learning and fashion designers in Nairobi County, Kenya. Specific objectives included: Identifying competencies of fashion design teachers, determine the usage of „real‟ fabric draping for design in public institutions of higher learning and among fashion designers, establish the influence of learning resources. Determine the relationship between use of „real‟ fabric draping for design and teachers‟ area of training, source of curriculum, garment categories created, pattern development taught and student‟s attitude. The study was guided by the Activity theory and pedagogic activity system structure. A cross-sectional survey research design was employed. Five public institutions of higher learning were purposively selected in Nairobi County namely: Kenyatta University, Technical University of Kenya, Kenya Technical Teachers College, Kenya Textile Training Institute and Nairobi Technical Training Institute. The sample size comprised of five heads of department, 32 teachers, 266 students and 30 fashion designers. The data was collected using questionnaires and interview schedules. Both qualitative and quantitative data analyses were used. The results revealed that very few public institutions of higher learning using „real‟ fabric draping for design. Majority of the teachers (respondents) in this study were not trained in the area of fashion design. Most of the fashion designers used „real‟ fabric draping for design and recommended all fashion design students to be taught. The absence of body forms, draping manuals posed a challenge learning „real‟ fabric draping for design. Chi-square results yielded a fairly strong relationship between use of „real‟ fabric draping for design and pattern development technique taught (V= 0 .646; p < 0.0001*), sources of curriculum (V= 0.623; p < 0.0001*). Use of „real‟ fabric draping for design had a weak association with teachers‟ area of training (V = 0. 018; p < 0.006. It was concluded that pattern development technique taught, sources of curriculum and teachers‟ area of training are issues associated with the use of „real‟ fabric draping for design in public institutions of higher learning. On the contrary availability of learning resources and students‟ attitude were issues not associated with the use of „real‟ fabric draping for design. It was recommended that a need assessment research should be carried out in institutions teaching fashion design courses. This would establish the technological gaps in fashion design curricula in Kenya hence would reduce the inconsistency in skills acquisition.
Behavioural Determinants Influencing the Purchase of Imported and Locally Made Apparel among Consumers in Dar Es Salaam, Tanzania
(Kenyatta University, 2022) Kereth, Gudila Ancelm; Oigo Elizabeth Bosibori; Isika Juliet Kaindi
Behavioural determinants; namely cultural, social, personal, psychological and demographics influence consumers apparel purchase. However, there is scarce information about behavioural determinants and purchase of apparel among consumers in Dar es Salaam, Tanzania. Hence, this study needs to explore the behavioural determinants influencing the purchase of imported and locally made apparel among consumers in Dar es Salaam in Tanzania. The objectives of this study were: identifying the consumer demographic determinants that influence purchase of imported and locally made apparel; establishing the consumer purchase of imported and locally made apparel and examining the influence of behavioural determinants on the choice of apparel, choice of shopping outlets, quantity, apparel expenditure, frequency to purchase apparel and a model for behavioural determinants. The study adopted a cross-sectional analytical design. It involved a sampled population of 422 respondents (206 males and 216 females) aged above 18 years. Purposive sampling was used to select shopping outlets, while a systematic random sampling was used to select consumers for interview at the main outlets. Primary data were collected using a questionnaire and an interview schedule. Quantitative data were analysed using descriptive statistics, chi-square, logistic regression and multiple linear regression while qualitative data were analysed based on themes and subthemes of the related variables. The results showed that 88.1% of the respondents purchased imported apparel of which 53.3% purchased apparel from second-hand apparel markets. The findings revealed that males were 1.693 less likely to purchase locally made apparel than females (p=0.001). Respondents aged 18-25 (p=0.001), 26-35 (p=0.018) and 36-45 (p=0.004) were less likely to purchase locally made apparel compared to respondents aged above 56 years. Moreover, respondents with Secondary (p=0.004), Certificate and Diploma (p=0.029) education were less likely to purchase imported apparel compared to respondents with Bachelor degrees. The findings also revealed that 45% of behavioural determinants influenced respondents to purchase apparel. Cultural beliefs, social values, ethical and religious values, social status, social media, apparel loyalty, self-concept, perception and respondents’ lifestyle were significant led respondents to purchase apparel. Cultural determinants were significant and less likely influenced respondents to go to shopping malls, second-hand apparel markets, boutiques and apparel shops to purchase apparel. Social, personal and psychological determinants significantly influenced respondents to choose shopping malls, apparel shops and second-hand markets to purchase apparel. Behavioural determinants significantly influenced respondents on the quantity, apparel expenditure and the frequency of purchase of apparel (p<0.05). A model for behavioural determinants was developed based on demographics, cultural, social, personal and psychological variables to provide insight towards the purchase of apparel. The study recommends that retailers should study the apparel market and supply apparel based on consumers’ preferences. It is suggested that the government should set a policy intended to promote locally made apparel to public sectors, parastatal organisations and other NGOs to to wear on every Friday of the working day and on the national public events.
Fashion Design and Technology Programmes and Influence on Strategies Deployed in Construction of Ghanaian Traditional Costumes in Technical Universities, Ghana
(Kenyatta University, 2024-03) Dzitse, Celestine Elikem
Higher National Diploma (HND) fashion design programme is designed to equip fashion design students (FDSs) to be versatile, high calibre personnel in the field of fashion design in both local and foreign costumes. This study aimed to investigate the strategies employed in construction of Ghanaian traditional costumes (GTCs) in the technical universities (TUs) fashion design and technology programmes (FDTP) in Ghana. The construction of more foreign costumes over GTCs in the HND fashion design and technology programmes, is now the major problem facing the authorities of TUs in Ghana. Many studies have been done on traditional costumes in most developed countries over the years, but only few have been done on GTCs. Inversely there were not enough study found on CGTCs in Ghana and the need of emphasis of GTCs over western costumes during the three years HND fashion design and technology programme in TUs in Ghana. This study was guided by the following objectives: To establish the competencies of lecturers of fashion design on CGTCs, to examine fashion design Module content on skills acquisition on construction of GTCs, to investigate the processes employed in construction of GTCs in fashion design and technology programme in the TUs, and to establish perceptions of students and lecturers of fashion design on construction of GTCs. The study adopted convergent mixed method design. Target population was 1265 comprising head of departments (HoDs), lecturers and students. Simple random sampling was used to select six universities from the ten TUs. Purposive sampling was used in sampling 24 lecturers of fashion design including HoDs, and Proportion sampling was used to sample 306 FDSs. Total sample size was 330. Data collection tools were questionnaires for lecturers and students, Interview guide for HoDs and observation checklist on availability of GTCs in the TUs. Both quantitative and qualitative data was gathered in the study. Quantitative data was entered, cleaned and analysed using SPSS 22.0 software. Descriptive statistics, frequencies, percentages, means and standard deviations was used to analysed Likert scales data. Multiple regression was used to test hypotheses 1to 5 at P≤ 0.7 alpha level of significance and all were rejected. Skills of lecturers of fashion design and technology on CGTCs, Module contents use in CGTCs, Processes employed by lecturers and perception of students and lecturers of FDT on construction of GTCs using standard multiple regression. Themes were used to summarise Qualitative data using interpretative and coding techniques. The results showed that 80.6% of the respondents were female, more than 76% of the lecturers had masters and PhD and were all trained in fashion related courses, acquired skills from practicing FDT also qualify to lecture programme. Majority 96.7% of the students studied fashion subjects in high school. The result also has it that fashion design and technology syllabus (FDTS) does not specify CGTC as an objective and needed to be reviewed. Majority of the students and lecturers of FDT could not differentiate between the syllabus and course outline. The lecturers employed ready-to-wear production processes in teaching CGTCs. Both students and lecturers demonstrated highly positive perceptions towards GTCs however, there were numerous challenges such as inadequate infrastructure, lecturers limited skills on CGTCs, outdated syllabus GTDs among others impeding the construction of the costumes. The study also developed a training manual for GTCs construction. The study concluded that addressing the challenges can enable more CGTCs during and after graduation from the FDT programme. The study recommended that more research should be carried on the production of GTCs to promote preserve cultural and the traditions of the nation’s ancestral costumes.
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.
Pattern Drafting and Free-Hand Cutting Skills Acquisition by Informal Dressmakers and Tailors and Their Apprentices in Koforidua, Ghana
(Kenyatta University, 2018-11) Dymphna, Bakker-Edoh
Apparel can be made using various methods and processes. Among these methods are pattern drafting and free-hand cutting. The method used could determine the appearance, and how well apparel fits on a figure. Clients now demand better products as they have difficulties with the fit of apparel made by their informal dressmakers and tailors. The level of dissatisfaction with the fit and modification of apparel by clients of informal dressmakers, tailors and apprentices has increased. The purpose of the study sought to examine the fit and style modification of apparel using pattern drafting and free-hand cutting among Ghana‟s Informal Dressmakers and Tailors Association (GIDTA) in Koforidua. The study sought to test the hypothesis that there was no significant relationship between dressmakers and tailors‟ demographic characteristics and method used in apparel construction. A cross-sectional survey design was employed. The study was carried out in the New Juaben Municipality in the Eastern Region of Ghana. The total target population for the study was 843 informal dressmakers, tailors, apprentices and clients. Stratified simple random sampling was used to select 281 participants. Instruments for the study included questionnaires, interview schedules, an observation checklist, photography, audio recording and video recording. Thematic analysis was done on the qualitative analysis while quantitative data was analysed using descriptive statistics and Chi-Square using SPSS. The study found that apart from gender all other demographic characteristics influenced the methods of apparel construction and consequently the apparel fit and style modification. Additionally, it was established that there was significant relationship between age, level of education, type of training and years of experience influenced the method of apparel construction. Hence, the study rejected the null hypothesis which stated that there was no significant relationship between dressmakers and tailors‟ demographic characteristics and method used in apparel construction. A practical aspect of this research involving making apparel by the two methods revealed that apparel by pattern drafting had better fit and generally more accepted by assessors compared to free-hand cutting. This was supported by Pearson‟s Chi-square results which revealed significant relationship between demographic characteristics and choice of method used apart from gender which results were insignificant (X2 = 13.78, p > 0.05). Further, it was determined that between free-hand cutting and pattern drafting methods of apparel construction, the latter was better but less used technique. The study recommended that the association of informal dressmakers and tailors should conduct periodic training to encourage the use of pattern drafting in apparel construction. Additionally, the IDTA should include pattern drafting methods in training of apprentices. Also, the study recommended that, policy makers should inculcate teaching pattern drafting in the school curricula at the basic level. Additionally, training manual was developed out of the findings to boost the skills of the informal dressmakers and tailors in Ghana. The study noted that future study be carried out to compare the formal and informal training and their influence on apparel outcome in Ghana.
Properties of decorticated agave americana “marginata” fibres of different leaf levels from Lanet and Tigoni, Kenya.
(2014) Mbugua, Gladwell W
Natural fibres have intrinsic properties: mechanical strength, low weight and low cost. These properties have made natural fibres important especially to the automotive industry. The leaves of Agave plants are rich in textile fibres and the most common species include the agave sisalana, agave americana and agave anguistifolia. The agave americana “Marginata” is the most common variegated plant and is widely cultivated for its aesthetic appearance and has commercial and industrial potential. This study aimed at analysing the physical, mechanical and chemical properties of decorticated agave americana “Marginata” fibres from three plant leaf levels from Lanet and Tigoni areas. The results of this study could contribute to the development of new textile options in Kenya. The findings generated data that can be used as reference for future research. For the purpose of this study, the leaves were purposively harvested from each plant ensuring they were sampled from three levels in both locations. The leaves were then subjected to a decortication process to extract the fibres and randomly assigned to experimental tests. Descriptive statistics and Analysis of Variance (ANOVA) were utilized in analysis to establish whether there was any significant difference in fibre properties. Results in this study established that there was significant difference in fibre length across the three levels in Tigoni and Lanet at p < 0.05 (p=0.0015) and (p=0.0051) respectively. The mean lengths of fibres from both locations showed no statistical difference. The findings therefore confirmed that the fibre length is not dependent upon the location where the plant is grown but on the leaf position on the plant. It was further observed that the linear density of raw fibres from Tigoni was significantly different across the levels (p < 0.05, p=0.0073). However fibres from Lanet were not significantly different in linear density across the three levels (p=0.0945). There was significant difference in tenacity between fibres harvested from the three levels in Tigoni and Lanet at p < 0.05 (p=0.0177) and (p=0.0004) respectively. However comparing the mean tenacity from the two locations, it was found that it was not significantly different (p ≥ 0.05, p=0.5009). The average force required to break fibres from the three levels from Tigoni was significantly different while that for Lanet was not significantly different across the levels. The results also indicate that the fibres are hydrophilic. There was a minimum difference in pectin and lignin content in fibres within the levels and locations. Hemicellulose content reduced as leaf age increased in both locations. Application of dyes had minimal effect on mechanical properties, therefore statistically there was no significant difference between the raw and dyed fibres. Colourfastness to light, rubbing and washing was satisfactory in the case of most of the dyes used in this study. From the research findings, it can be concluded that the locations did not have much influence on the fibre properties, though both locations were ideal for healthy plant growth. However the fibre properties were influenced by the position of leaf on the plant. The fibres could be dyed effectively with most dyes because the dyed fibres performed well in most tests for colourfastness. This study recommends cultivation of the plant by farmers as a commercial crop for its economic potential and to reduce over-reliance on imports by textile industries. This study recommends further research focussing on properties of agave americana “Marginata” fibres extracted during two different seasons (dry and wet) and also at different stages of plant growth.
Role of product range, network associations and marketing strategies in business performance of textile handicraft traders in Nairobi, Kenya
(2013-07-22) Oigo, Elizabeth B.
Micro and Small Enterprises (MSEs) are important for poverty reduction, employment creation and economic development of countries. Various government agencies and non government organizations offer training, microfinance and market facilitation services to help enhance the business performance of MSEs. This study focused on the textile handicraft sub-sector in Nairobi, Kenya to provide current data for use in policy making. The objectives of the study were as follows: to describe the socio-economic characteristics and product range of the handicraft traders. To determine the organizations and networks that the traders belonged to and what services they provided to the traders. To establish the customer base, market outlets and marketing strategies used by traders. To establish the business performance of textile handicraft traders then determine the differences in business performance of textile handicraft traders associated with selected variables. A cross sectional survey was done of 231 textile handicraft traders at four ‗Maasai Markets‘ (weekly open-air markets where traders sell their wares). The instruments used were an interview guide and observation checklist. Further in-depth interviews of ten traders were done to complement and verify trends observed in the survey. Descriptive statistics were used to summarize the following independent variables: socio economic characteristics, marketing strategies, membership in BDS organizations or trader networks and the services that these organizations offered to traders. Chi- square test was used to analyze differences between proportions of men and women traders for each independent variable. Independent samples t-tests, one-way analysis of variance (ANOVA) and Pearson Product-Moment Correlation (r) were used to analyze the differences between selected variables and the dependent variable business performance. Hypotheses were tested at p < 0.05 alpha level of significance. This research established there were statistically significant differences between business performance and the following variables: level of education, product range, membership to trader networks and organizations; marketing strategies; and savings and loan services received from organization or trader networks. Analysis found statistically significant differences between men and women with regard to location of business (X2 = 11.87, p<0.001). The study concluded that handicraft traders with post secondary education (F (3,211) = 7.27, p<0.05), membership (t (210) = 3.122, p<0.05) and services (t (213) = 5.21, p<0.05) from trader networks/organizations have higher business performance. Exporting products (t (212) = 6.63, p<0.05), advertising (t (210) = 9.23, p<0.05) and employing salespersons (F (3,209) = 9.996, p<0.05) are also associated with increased business performance. In addition, stocking unique products (F (2,212) = 46.64, p<0.05) and selling them in curio shops, hotels and trade fairs, as opposed to relying only on Maasai markets, increases business performance of traders (t (201) = 6.97, p<0.05). The recommendations based on these findings are that BDS organizations and government agencies need to provide services to the textile-based handicraft sub sector. The services include training in product innovation and building a handicraft market with full infrastructure to enhance the proximity of traders to customers and BDS providers. Facilitation of traders in export marketing and provision of specialized services targeting women will also enhance the business performance of textile handicraft traders
Skill acquisition and utilisation of millinery art by higher national diploma fashion design internship students in Ghana.
(Kenyatta university, 2023-09) Agordah, Faustina Emefa; Isika, Juliet Kaindi; Kisato, Jacqueline
Millinery art has an enormous contribution to the performance of Fashion Design graduates in the fashion industry. Competency-based training in Ghanaian Technical Universities demands a special focus on the various courses of study to determine the effectiveness of the skills acquired. The objectives of the study were to identify the interest of HND Fashion Design students in millinery art; to identify the adequacy of curriculum content used to train students in millinery art and to evaluate the instructional resources used in skills transfer in the millinery art across the Technical Universities; to establish whether millinery art skills acquired by HND Fashion Design students are used during internship. The study hypotheses determined the significant relationship between millinery art skill acquisition of HND Fashion Design students and curriculum content, content proficiency, instructional strategies and resources and to develop a virtual academic instructional content on gaps identified in the study. Multi-stage sampling and systematic random sampling techniques were used to select five Technical Universities and students in the five regions of Ghana. Census and Purposive sampling techniques were used to select lecturers. That is 31 lecturers who teach millinery accessories and 28 industry supervisors of the students. Proportion random and stratified sampling was used to select 249 students from a population of 662. The study adopted a cross-sectional descriptive survey to collect qualitative and quantitative data with a response rate of 88.6% for Lecturers, 90.3% for industry supervisors and 100% for HND Fashion Design students. Descriptive statistics were used to generate groups and summarize data in tables, percentages, pie charts and bar graphs. Themes were generated and used to group qualitative data and analysed descriptively to complement quantitative findings in the study. Curriculum content in millinery is not abreast with current trends and 75% of the lecturers indicated they do not have enough skills in millinery. The institutions have limited resources for teaching and learning millinery art skills. The study revealed most of the HND Fashion Design students, 57% did not use millinery art skills during internship. One-way multiple analysis of variance was used to determine the instructional strategies used across the Fashion Design departments in millinery art skills acquisition and curriculum content and millinery art skills acquired by the HND Fashion Design students. MANOVA analyses on hypotheses one and two were tested at p ˂ 0.05 alpha index and were rejected due to statistically significant differences between instructional strategies used across the technical universities as well as curriculum content and millinery art skills acquired. Multiple linear regression was used to determine the moderating effect of curriculum content, instructional strategies/resources used for millinery skills acquisition process and millinery skills acquired. Curriculum content and millinery skills acquired was accepted at R2 = .301, (5, 243) =17.391, p = .535 ˃ 0.05 with weak correlation of 30.1%. Instructional strategies and millinery skills acquired, R2 = .031, F (4, 244) =3.644, p ˂ 0.05, R2 =.043 was rejected with very weak correlation of 4.3%, and instructional resources used and millinery skills acquired, R2 = 508, F (20, 228) =11.794, p < 0.05 was rejected with moderately average correlation of 50.8%. Additionally, a video documentary was developed on the skills gaps found in the study. The study recommends that the Fashion Design departments of the TUs should review the millinery accessory curriculum using the CIPP model. They must also invest in instructional resources to enhance skills acquisition in millinery art in the Fashion Design of the Technical Universities
Utilisation of e-marketing tools and influencing forces on the performance of micro and small fashion enterprises in Nairobi County, Kenya
(2014) Kisato, Jacqueline
Utilisation of E-Marketing tools has been challenging for fashion enterprises because both scientific research and experiences indicate that there is limited knowledge in this industry. There is also paucity of data on how utilisation of E-Marketing affects the enterprise’s performance. The purpose of the study was to investigate the utilisation of E-Marketing tools and influencing forces on the performance of MSEs’ in the fashion industry in Nairobi County, Kenya. The objectives of the study were to investigate the utilisation of E-Marketing tools in Fashion MSEs and how entrepreneurial orientation (EO), internal and external forces influenced utilisation of E-Marketing. This study also analyzed the effect of utilisation of E-Marketing tools on the performance of these enterprises. This study used a cross section analytical survey research method. A validated questionnaire was used to collect data from 156 fashion enterprises that had an online presence by December 30th 2012. A sample size of 170 enterprises was selected from a population of 226 enterprises. The response rate was 91.7%, represented by156 fashion enterprises. The respondents were selected by a simple random sampling method. The data was analyzed using SPSS version 19.0. Descriptive statistics was generated and frequency distributions were used to describe the demographics of the respondents, characteristics of the enterprises, utilisation of E-Marketing tools and effects EO, internal and external forces on the MSEs’ performance. Regression analysis and one way ANOVA were used to examine the linear relationships between the independent and the dependent variables. The main findings of the study were that mobile telephony and Facebook marketing were the most utilized E-Marketing tools. Online banners and search engine optimization (SEO) were the least popular tools. To test the study hypothesis, the study revealed that, there was a statistically significant relationship between internal forces and performance: return on investment (RoI): (F=6.962, p=0.00, R2=0.30) and customer retention rate: (F=2.691, p=0.006, R2=0.142). External forces had a statistically significant relationship on performance (RoI: F=6.600, p=0.000, R2=0.264), customer conversion (F=2.853, p=0.006, R2=0.134) and customer retention rate (F=3.295, p=0.002, R2=0.152). EO had a statistically significant relationship on performance: RoI: (F=5.492, p=0.000, R2=0.253), and customer retention rate: (F=3.738, p=0.000, R2=0.137). There was a statistically significant relationship between utilisation of E-Marketing and performance: RoI (F=2.156, p=0.024, R2=0.129), Net profit: (F=2.812, p=0.03, R2=0.162), customer conversion (F=3.431, p=0.000, R2=0.191) and customer retention rate (F=3.879, p=0.00, R2=0.211). The four study hypotheses were therefore rejected. Multiple linear regression analysis was used to examine the relationships between utilisation of E-Marketing tools and the fashion enterprise’s performance. The significance of the study was that, it provided new knowledge on utilisation of E-Marketing in Fashion MSEs and insight on utilisation E-Marketing tools and the forces that affected performance in Fashion MSEs in Nairobi County, Kenya. The study recommended that more fashion entrepreneurs should be innovatively use the E-Marketing tools and increase their market share. The study also recommended that, fashion entrepreneurs and marketers should also keep abreast with developments in the e-Business environment, so as to fully benefit from the E-Marketing tools available for their enterprises.

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