Cultural factors and the purchase of locally produced clothes in Tanzania: an empirical study
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Date
2020
Authors
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Journal ISSN
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Publisher
Nairobi Journal of Humanities and Social Sciences
Abstract
Culture is a significant force in controlling human behaviour, and
its effect is so normal and automatic that its behavioural
influence is usually assumed as natural. The main aim of the
study was to examine the influence of cultural factors on
purchase of fashion clothes in Tanzania. Two theoretical
constructs which were applied in this study included the optimal
theory of distinctiveness and the theory of social impact.
Descriptive research design was utilized in the study in order to
explain the relationship of consumers’ culture and the
purchasing attitude of the clothes. The tool used for collection
of data in this research was a questionnaire. A sample of 214
respondents was settled on to ensure low biasness of the data
collected. The results were analysed in excel and SPSS version
25. The local clothes purchases are produced to reflect their
cultural values in the society. The findings of the study suggest
that cultural factors exert great influences on purchasing
behaviour of locally produced clothes in Tanzania. The study
recommends that the clothing industries should ensure that the
customized designs are quality and available in varieties to
ensure consumer promotion. They can use media advertising,
promotional campaigns, spokespeople, and marketing to
change the attitude of consumers towards their commodities. It
also provides opportunity for marketers and dress makers to
understand consumer behaviour and their cultural challenges so
as to transform them into opportunities.
Description
Nairobi Journal of Humanities and Social Science Volume 4, Issue 2, 2020
Keywords
Cultural factors, Consumption behaviour, Locally produced clothes
Citation
https://creativecommons.org/lice nses/by/4.0/