Abstract:
Segmentation is the division of a large market into smaller homogeneous markets
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 social class
as demographic variables involves dividing consumers with regard to their income,
and occupation. Part of The psychographic variables is social class. This study
segmenting therefore sought to fill the existing knowledge gap by focusing on social
class as demographic segmentation on consumer choice of ready to wear clothes.
The study specifically focused on the influence of social class on consumer choice of
ready to wear clothes in Kenya. The study adopted, marketing mix theory and
location theory. The study adopted descriptive survey design to obtain in-depth
information from the respondents. The study used purposive sampling to select
ready to wear shops from the three cities in Kenya namely: Nairobi, Mombasa and
Kisumu. Data was analysed using both descriptive and inferential statistics.
Correlation analysis was employed to determine the relationship of variables. The
findings indicated that there was a positive significant relationship between social
factors and consumer choice of ready to wear clothes as shown by a regression
coefficient of 0.449. The study recommended a study be done on market analysis to
determine customer demand in terms of the market needs. Knowledge of all relevant
aspects of consumer perceptions of products and how they can be useful for
managerial practice. 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.
