Determiners of Family Life Cycle as a Demographic Segmentation Practices on Consumer Choice of Ready to Wear Clothes in Kenya

Dr. Ann Kwamboka Orangi and Dr. Ombui
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Dr. Ann Kwamboka Orangi: Kirinyaga University, Nakuru, Rift Valley, Kenya
Dr. Ombui: Kirinyaga University, Nakuru, Rift Valley, Kenya

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 7, 413-426

Abstract: The family life cycle can be defined as the series of stages typically through which most of the family progresses, with different characteristics of the stages. These characteristics are related to their demographics, Clothing companies in the fashion industry are becoming more tuned in segmenting to what their customers want and giving them what they want. In order to overcome the stiff competition ready to wear business ought to understand their market characteristics. However, there was a deficiency in information on Family life cycle as demographic segmentation practices on consumer choice. This study therefore seeks to fill the existing knowledge gap by focusing Family life cycle as demographic segmentation on consumer choice of readymade clothes. The study adopted descriptive survey design to obtain in-depth information from the respondents on the influence of family life cycle as demographic segmentation on consumer choice of the ready to wear clothes in Kenya. The study adopted Nassiuma’s (2008) formula to get the overall sample size of 83 respondents from ready to wear entrepreneurs’ businesses from the three cities in Kenya. Both closed-ended and open Questionnaire was used to collect data desirable for the study. The findings showed that the relationship between family life cycle on consumer choice of ready to wear clothes was established to be positive, and statistically significant (r = 0.563; p

Date: 2024
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