Factors That Affect The Choice And Selection Of Custom-Made And Ready-Made Garments: A Case On Senior Members In The University Of Cape Coast.

Abstract

This research was to determine factors that influence senior members in the University of Cape Coast to select garments in terms of custom-made or ready-made garments. The study targeted the University of Cape Coast senior members with a population of 1044, comprising 254 females and 790 males. The sample size was 200 based on the sampling guidelines of Krejcie and Morgan (1970). Stratified and accidental sampling techniques were adopted for the study. Questionnaire was the research instrument employed. It consisted of both closed and open-ended questions. Due to the difference in demographic characteristics, the questionnaire was in two forms, one for males and the other for females. Mean and standard deviation were the analysis tools used for research questions one to five. Research question six: independent t-test and paired sample t-test for question seven. The study found out that garments' physical features influence staff decision in selecting ready-made or custom-made garments. Again, the staff indicated that their glamour and ego are the key psychological factors they consider for custom made. On the other hand, for ready-made garments, attractiveness and pleasing others were the most influential factors. Again, the study found that custom-made is worn to the place of worship the most and ready-made to corporate meetings. Senior members choose more custom-made clothing items than ready-made ones. Concerning the results of the research, it was found that all the physical, psychological and socioeconomic factors were of importance to senior members in the selection of both ready-made and custom-made garments. However, the extent of the importance of the various factors varies. The study recommends that since respondents rated construction and finishing, and the colour as the most influencing physical feature for custom-made choice, it is vital for designers to improve on these attributes to attract more customers. If ready-made designers want to increase their market value, they should use quality fabric, coordinating colour, and fabric design as they primarily influence ready-made choice.