Psycho- Social And Economic Factors Influencing The Choice Of Clothing By Professional Women: A Case Of Machakos Town In Kenya

ABSTRACT

The purpose of this study was to investigate the psychological, social and economic factors that influence the choice of clothing by professional women in Machakos Town. The study was prompted by the fact that professional women are exposed to a wide variety of clothing, due to frequent fashion and style changes. Besides, limited studies had been undertaken to address professional women’s clothing selection in Kenya’s towns outside Nairobi. The objectives of the study were to establish the influence of psychological, economic and social factors on the choice of clothing in Machakos Town. The research adopted a descriptive research design. Stratified random sampling technique was used, to represent sub groups of women employed in the private and public sector. The sample size of the study was 306 respondents, who were drawn from a population of 1430. Questionnaires containing both closed and open-ended questions were hand delivered to the respondents. Two hundred and eighty four respondents filled and returned the questionnaires, making a response rate of 92.8%. Data collected was analysed using the Statistical Package of Social Sciences (SPSS). The majority of respondents were aged between 40-49 years, with the youngest and the oldest being 22 and 59 years respectively. The majority of respondents had a monthly income of between Ksh.20, 001 – Ksh.30, 000. Just over half (57%) of the respondents were married. The majority of the respondents had degree certificates (56.7%), followed by those who had attained post secondary education (35.2%). The most outstanding psychological factors that influenced clothing choice was designs that suited figures (81%), followed by designs satisfying self esteem (79.4%). The study established that skirt suits were the preferred choice of clothing designs for religious functions (26.8%) and office wear (41.9%) respectively. The study established that jeans and tops were preferred for evening wear (26.4%) and casual wear (43%). Vitenge/African attires (47.7%) were highly preferred for weddings/special occasions. The study found that there was a significant association between marital status and choice of clothing, attractive clothing styles and choice of clothing. A significant association between income and choice of clothing was also noted. This study recommends that the clothing industry would benefit from marketing clothes that are suitable to the figures and also satisfy self esteem. The clothing manufacturing industry should be informed by the people’s income while pricing clothes in order to address the diversity of income in the country. Fashion designers should appreciate the dynamics of culture and religion while designing clothes, since many people are influenced by these factors while choosing their clothing. Based on the findings of this study, the researcher suggests that similar studies be carried out in other towns in the country, targeting men and also different age groups of both genders.