Abstract:
Segmentation is the division of a large market into smaller homogeneous market targets
on the basis of common needs and/or similar lifestyles. One of the primary aims of
segmenting a business sales programme is to focus on the subset of prospects that are
mostly likely to purchase its offering. Segmenting on demographic variables involves
dividing consumers with regard to their age, life cycle, income, and occupation. But
despite the increase in the use of ready to wears clothes the sale of second-hand clothing
called "mitumba," has also been on the rise. The study specifically focused on the
influence of family life cycle on consumer choice of ready to wear clothes in Kenya. The
study adopted market orientation theory, marketing mix. A descriptive survey was
used to obtain in-depth information from respondents. Purposive sampling was used to
select ready to wear shops from the three cities in Kenya namely Nairobi, Mombasa and
Kisumu. The study adopted Nassiuma’s formula to get the overall sample size of 83
respondents from ready to wear entrepreneurs’ shops from the three cities. Closed-
ended questionnaire was used to collect data desirable for the study. Qualitative data
was analysed by use of content analysis and presented in a prose form. On the other
hand, Quantitative data was analysed by using of Statistical Package for Social Sciences
(SPSS) version 24. Data was analysed using both descriptive and inferential statistics.
There was a positive significant relationship between family life cycle on consumer
choice of ready to wear clothes as shown by a regression coefficient of 0.563. According
to perceived values in ready to wear industry, different sets of products and different
types of advertising strategies should be applied for people of different status.
