Isika, Juliet Kaindi (2006) Factors Influencing Professional Women's Likelihood to Adopt Clothing Fashion: A Case of Nairobi City. Masters thesis, Kenyatta University.
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Abstract
The influence of fashion on clothing is as old as the custom of wearing clothing. The changing social attitude of many women has changed their attitude towards fashion as they buy clothes to satisfy themselves. This has resulted to a dilemma of sorts due to factors influencing them to adopt clothing fashion that 'connect or click', due to pressure to augment their occupational status. The purpose of this study was to investigate factors influencing the professional women's likelihood to adopt clothing fashion in Nairobi City. The objectives of the study were to; establish the sociodemographic characteristics of the professional women, determine information sources influencing clothing fashion adoption; identify the socio-cultural and psychological factors influencing clothing fashion adoption, establish the professional women's likelihood to adopt clothing fashion, establish factors that influence satisfaction with clothing fashion adoption and determine the relationship between satisfaction with clothing fashion adoption and selected independent variables. A descriptive survey was conducted using a self-administered questionnaire in four service institutions in Nairobi's central administrative division. A sample of 117 professional women was randomly selected to participate in the study. Both qualitative and quantitative data were collected and analyzed. The findings show a majority of professional women in Nairobi city are unmarried and well educated that is holding bachelor degrees. Most of them held middle level job positions and earned between Kshs. 20,000 - 30,000. However, most of them have three to five dependants. These factors may influence their clothing selection and buying practices, a factor considered in clothing adoption. Most of the professional women frequently adopt a range of clothing styles and pay in cash. They use clothing displays and fashion magazines as their main source of information. They are highly influenced by clothing styles that look beautiful and suit their figure types; this highly depends on their social activities and clothing that is accepted at work. The study concluded that the professional women's satisfaction with clothing fashion adoption practices results in having the likelihood to adopt clothing fashion and is the interplay of various factors. Some of the factors found to be associated with satisfaction in clothing fashion adoption are occupation level and socio-cultural factors. These issues should be addressed by those who manufacture and sell clothing fashion for professional women. The study recommended that a similar study be done among different age groups, such as pre-school, adolescents, and the elderly.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HT Communities. Classes. Races T Technology > TX Home economics |
| Divisions: | Africana |
| Depositing User: | Tim Khabala |
| Date Deposited: | 28 Sep 2017 12:27 |
| Last Modified: | 28 Sep 2017 12:27 |
| URI: | http://thesisbank.jhia.ac.ke/id/eprint/2434 |
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