Challenges Facing Apparel Traders in Nairobi, Kenya, and Strategies for Flourishing in a Liberalized Market

Imo, Beatrice E.; Mugenda, Olive M.; Mburugu, Keren G.

doi:10.2752/175693810x12640026716438

Cited by 2 publications

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“…Wai Yee et al, (2016) further noted that young and elderly women are prone to apparel fashion shopping but with different motivations and approaches. Imo et al, (2010) indicated that trader's age and employment designation were the socio-economic characteristics significantly influencing the type of apparel sold Younger women are found to indulge in apparel fashion shopping with friends to enhance their social identity and self-image while elderly women shop with their family members to improve their social status (Segal & Podoshen, 2013). According to Anić & Mihić, (2015), the younger consumers are more prone to apparel fashion shopping than older consumers; females are more likely to enjoy apparel fashion shopping than males underscoring the importance of age and gender in apparel fashion consumption decision making.…”

Section: Introductionmentioning

confidence: 99%

Socio-demographic factors of fashion purchase. A case of apparel consumption among kenyan university students

Kimemia

2024

S. F. J. of Dev.

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There has been a rapid growth of global fashion industry. Kenya like other developing nations is fighting for a slice of this growth and positioning itself as a competitive contributor to the same. In this regard, both the fashion marketers and the academia are becoming increasingly interested in variables of fashion consumption. This paper investigated the relationship between the socio-demographic characteristics of university students and apparel purchase. Demographic characteristics of students such as age, gender, marital status and religion play a key role in students’ apparel fashion consumption decision making. Targeting 4 public and 16 private universities, this study sampled 7 universities and 534 students. However, 503 questionnaires were completed hence used. Using a questionnaire to collect data, a chi square tested the null hypothesis; Socio-demographic characteristics of university students have no relationship with their apparel consumption. Results showed that there was no significant relationship between age and fashion need conceptualization (x2 = 7.905, df =5, p-value = 0.162) among university students. There was no significant relationship between students’ gender and evaluation of all information before making an apparel purchase (p-value = 0.066) though females were more likely to conceptualize a need before buying new clothes than males. The study revealed that there was a significant relationship between marital status of students and evaluation between possible alternatives (p-value =0.043). Religion of the students had no significant relationship with any stage of fashion consumption. Summatively, the study results showed that demographic characteristics of respondents had no significant relationship with apparel fashion consumption decision making among university students (chi-square = 15.000, df = 12 and p-value = 0.241).

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Section: Introductionmentioning

confidence: 99%

Socio-demographic factors of fashion purchase. A case of apparel consumption among kenyan university students

Kimemia

2024

S. F. J. of Dev.

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“…Developed economies can sustain high-end fashion clothing designs due to the availability of raw materials, availability of enough skilled and experienced labor, high-quality products, effective and efficient marketing tools, consumer consciousness, and continuous innovations like just-in-time production and purchasing, total quality management, process re-engineering and capital intensive production (Imo, Mugenda, & Mburugu, 2010). On the contrary, developing countries like Kenya have not been able to implement these developments partly because of a lack of necessary state-of-the-art design and management experience, investment levels being below average, and inadequate fashion training (GATOBU, 2018).…”

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confidence: 99%

Effects of Digital Marketing Tools on the Performance of the Fashion Industry in Kisumu County, Kenya

Phenny¹,

Jeremiah²

2022

theijbm

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Despite studies suggesting that digital marketing practices have wide usage globally, there is currently no evidence in Kenya's fashion industry linking digital marketing tools to performance. This paper presented the findings on the influence of social media marketing, m-commerce, and website marketing as facets of digital marketing on the performance of Kenya's fashion industry. The study was guided by a Resource Based theory in a correlational research design. The study population constituted 560 SMEs in the fashion industry, out of which 30% (169) sample constituting proprietors of SMEs in Kisumu city in Kenya was picked using a stratified sampling technique. The findings revealed that digital marketing tools such as social media marketing, m-commerce, and Website marketing collectively accounted for 70.2% (R2=.702, p=0.000) variation in the performance of firms in the fashion industry within Kisumu City. Therefore, the study recommends that the proprietors of firms in the fashion industry should adopt and integrate digital marketing practices such as social media marketing and m-commerce into their business as they were seen to influence firm performance in the study context positively. The study findings, therefore, can be useful in informing policy-making relevant to the fashion industry.

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Challenges Facing Apparel Traders in Nairobi, Kenya, and Strategies for Flourishing in a Liberalized Market

Cited by 2 publications

References 1 publication

Socio-demographic factors of fashion purchase. A case of apparel consumption among kenyan university students

Socio-demographic factors of fashion purchase. A case of apparel consumption among kenyan university students

Effects of Digital Marketing Tools on the Performance of the Fashion Industry in Kisumu County, Kenya

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