Analysis on the impact of consumer demographics on purchase of clothes: a case study of School Statistics and Planning, Makerere University

Abstract

The study sought determine the impact of consumer demographics on purchase of clothes at school of statistics and planning in Makerere university. The study used primary data and was collected using a questionnaire form on sample of 50 respondents from students in different courses at school of statistics and planning. The study employed a quantitative approach and a Fisher’s test of exactness analysis using IBM SPSS version 25 software was run. Key findings reveal a significant association between household income and clothing purchase habits, with higher income levels positively impacting frequent purchases (χ² = 28.37, p < 0.001). Notably, brand loyalty emerges as a powerful determinant of frequent clothing purchases (χ² = 12.05, p = 0.033), underscoring the enduring influence of brand considerations. In contrast, demographic factors such as gender, age, education, and employment status did not exhibit significant associations with clothing purchase patterns, challenging traditional assumptions and emphasizing the evolving nature of consumer preferences. The study advocates for tailored marketing strategies, incorporating flexible pricing and online retail enhancements to accommodate diverse consumer segments. Continuous monitoring of consumer trends and further qualitative research is recommended to uncover complex motivations. In conclusion, businesses should embrace adaptability and individualization in their strategies to navigate the dynamic retail landscape effectively.