Influence of Pricing as Market Segmentation Strategy on Performance of Fashion Merchandising Shops in Kenya

Abstract

Fashion merchandising shops only, through the market segmentation; select the most favorable market in order to achieve economic profits. To be successful in fashion industry, the Fashion merchandisers need to segment their fashion merchandise strategy on performance, have knowledge of fashion supply chain and the ability to identify consumer behavior and anticipate their needs in all seasons. This study will determine the influence of pricing as a market segmentation strategy on performance of fashion merchandising shops in Kenya. The study will adopt consumer demand theory using a descriptive survey design to obtain in-depth information from respondents. The unit of analysis will comprise 579 fashion merchandising shops licensed by the respective county government authorities in Kenya. Each shop will provide one respondent, either the owner or the shop manager. A sample size of 237 respondents will be selected using the Slovin’s formula described by Huckin 2013. Respondents will be selected using simple random sampling techniques. The study will use both structured and non-structured questionnaires to collect primary data from owners ormanagers of fashion merchandising shops. Data to be collected in this study will be both qualitative and quantitative in nature and multiple regression analysis will be employed to generate the regression models.