Assessment of Fashion Merchandize Packaging Utilized by Fashion Outlets in Nairobi City County, Kenya
Loading...
Date
2025-11
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
Packaging serves a critical function in the safeguarding and logistical distribution of fashion merchandize. Within the retail sector, packaging materials are strategically employed as marketing tools to enhance consumer attraction and drive sales. Historically, fashion outlets in Kenya have utilized materials such as cartons, paper, meshed bags, and plastic thin-film. However, the recent enactment of stringent governmental regulations on environmental sustainability has compelled a sector-wide shift, with retailers and consumers grappling with adapting innovative packaging solutions. This purpose of the study was to assess the fashion merchandize packaging utilized by fashion outlets in Nairobi City County. The objectives of the study were: to determine the impacts of packaging design on fashion merchandizing sales in fashion retail; to establish the level of environmental awareness on packaging by consumers and retail as well as to determine the challenges faced by retailers and consumers of fashion merchandize in regard to fashion merchandize packaging. The study adopted mixed method research design. The target population for the study was all consumers and fashion outlets managers in the 32 shopping malls in Nairobi City County. The study comprised 2 fashion outlets in each of the 18 selected shopping malls housing more than one fashion outlet of similar brand. The researcher purposively sampled 36 fashion retail outlets managers and randomly sampled 385 consumers visiting fashion outlets in the 18 shopping malls. The total sample size for the study was 421 respondents. Questionnaires and interview schedule were employed to collect the data. The research instruments were pre tested in fashion outlets not participating in the study using Cronbach’s Alpha Coefficient. Coefficients of 0.896 and 0.770 were realized for consumer questionnaire and retail manager questionnaire respectively, indicating high internal consistency. Data analysis involved descriptive statistics and inferential analysis using Spearman’s Rank Correlation at a 95% confidence interval, processed with SPSS Version 26. The presentation of data was in the form of frequency tables, bar graphs and pie charts. Among the findings it was established that there was high consumer preference for men’s wear, non-woven packaging and a retail reliance on imported fashion merchandize to align with global trends. It also established there was a positive relationship between packaging design and consumers purchasing decision of fashion merchandize in fashion outlets in NCC. In addition, the study found out that attractive, eco-friendly and quality packaging plays a crucial role in facilitating purchase of fashion merchandize. The study found that among the strict government policies and poor-quality packaging forms major challenge affecting fashion merchandize retailers and that there are of high cost and little sensitization on new packaging materials. The findings of the study may help consumers in choosing appropriate packaging that are recyclable, user-friendly and eco-friendly to ensure guaranteed satisfaction as well as providing alternative packaging following the ban of plastic bags. The study concluded that packaging plays a greater role on the dispensation of fashion merchandize and that consumers preferred a secure and adaptable packaging. The study therefore recommends that the government of Kenya should standardize packaging materials that are environmentally friendly for retailers and consumers to ensure a clean environment for all. In addition, producers of Packaging materials should educate consumers on the new packaging materials as well as provide training on waste disposal to ensure a clean environment. Further research should be carried out to establish the impact of ban of plastic bags ban by the government of Kenya on local fashion retailers in Kenya.
Description
A Thesis Submitted in Partial Fulfillment of the Requirements for the Award of the Degree of Masters of Science in Fashion Design and Marketing in the School of Law, Arts and Social Sciences, Kenyatta University, November 2025.
Supervisors
1. Prof. Keren Mburugu
2. Dr. Juliet Isika