Consumer Perception, Attitude And Patronage Towards Purchase Of Imported Versus Locally-Produced Apparel In Nairobi County, Kenya

ABSTRACT

The purpose of this study was to analyze consumer perceptions, attitude and patronage

towards purchasing locally-produced versus imported apparel among public servants in

Kenya. The objectives of the Study were: to establish the attributes that professionals

consider in selecting apparel; to determine the perception of public servants towards

locally-produced and imported apparel; to establish the factors that influence the perception,

preference and attitude of public servants towards locally-produced and imported apparel;

and to establish the level of patronage of public servants in Nairobi on purchase of apparel

products. The study adopted a survey design which was conducted within Nairobi County.

A questionnaire was used to collect the primary data. The study targeted employees of the

Central Government aged 25 years and above. The sampling procedure that was utilized

was proportionate stratified multi-stage random sampling. From a population of 2000

employees, a sample size of 322 respondents was selected. The collected data was analyzed

using statistical package for social science 17.0. Based on the findings of the study, it is

clear that there is no variation in the attributes that consumers in Kenya consider when

selecting apparel. The study findings also concluded that there is no significant difference in

the perception of consumers in Kenya towards locally-produced and imported apparel.

According to the findings both locally produced apparel and imported clothing are

perceived in more or less the same standards. The findings showed that consumer attitudes

toward locally-produced versus foreign apparel differed significantly. Consumers had an

overall more positive attitude towards foreign apparel over Kenyan made apparel with

regard to durability, quality, attractiveness, fashionableness, brand name, and choice of

styles. However, no significant difference was found in consumer attitudes among various

demographics, namely gender, age, income level and purchase frequency. Kenyan

consumers preferred apparel originating in Eastern countries more than Western countries.

Their three most preferred country of origin of apparel were Japan, America and

China/Kenya, respectively. Interestingly, relative to other apparel attributes, a product’s

country of origin was generally of low importance in consumer decision-making. For

consumer ethnocentrism, the results indicated that there was a positive correlation between

consumer ethnocentrism and attitude towards locally-produced apparel, but there was no

negative correlation between consumer ethnocentrism and attitude towards foreign apparel.

Furthermore, demographic variables did not show effects on consumer ethnocentrism. From

the study, the following recommendations were made: quality and durability of apparel

should be improved to satisfy local demand and preferences, there is need for product

differentiation, promotion of the native image and manufacturers should embark on an

elaborate strength, weakness, opportunities and threats (SWOT) analysis programme to

enable them to deal with competition from imports.