Consumer perception, attitude and patronage towards purchase of imported versus locally-produced apparel in Nairobi County, Kenya
Loading...
Date
2016-03
Authors
Nyarunda, Aytso Caroline
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
The purpose of this study was to analyze consumer perceptions, attitude and patronage
towards purchasing locally-produced versus imported apparel among public servants in
Kenya. The objectives of the Study were: to establish the attributes that professionals
consider in selecting apparel; to determine the perception of public servants towards
locally-produced and imported apparel; to establish the factors that influence the perception,
preference and attitude of public servants towards locally-produced and imported apparel;
and to establish the level of patronage of public servants in Nairobi on purchase of apparel
products. The study adopted a survey design which was conducted within Nairobi County.
A questionnaire was used to collect the primary data. The study targeted employees of the
Central Government aged 25 years and above. The sampling procedure that was utilized
was proportionate stratified multi-stage random sampling. From a population of 2000
employees, a sample size of 322 respondents was selected. The collected data was analyzed
using statistical package for social science 17.0. Based on the findings of the study, it is
clear that there is no variation in the attributes that consumers in Kenya consider when
selecting apparel. The study findings also concluded that there is no significant difference in
the perception of consumers in Kenya towards locally-produced and imported apparel.
According to the findings both locally produced apparel and imported clothing are
perceived in more or less the same standards. The findings showed that consumer attitudes
toward locally-produced versus foreign apparel differed significantly. Consumers had an
overall more positive attitude towards foreign apparel over Kenyan made apparel with
regard to durability, quality, attractiveness, fashionableness, brand name, and choice of
styles. However, no significant difference was found in consumer attitudes among various
demographics, namely gender, age, income level and purchase frequency. Kenyan
consumers preferred apparel originating in Eastern countries more than Western countries.
Their three most preferred country of origin of apparel were Japan, America and
China/Kenya, respectively. Interestingly, relative to other apparel attributes, a product’s
country of origin was generally of low importance in consumer decision-making. For
consumer ethnocentrism, the results indicated that there was a positive correlation between
consumer ethnocentrism and attitude towards locally-produced apparel, but there was no
negative correlation between consumer ethnocentrism and attitude towards foreign apparel.
Furthermore, demographic variables did not show effects on consumer ethnocentrism. From
the study, the following recommendations were made: quality and durability of apparel
should be improved to satisfy local demand and preferences, there is need for product
differentiation, promotion of the native image and manufacturers should embark on an
elaborate strength, weakness, opportunities and threats (SWOT) analysis programme to
enable them to deal with competition from imports.
Description
A thesis submitted in partial fulfilment of the requirements for the award of the degree of master of science in fashion design and marketing, school of applied human sciences,
Kenyatta University. March, 2016