Clothing preference and purchasing behaviour of undergraduate students of the bluecrest university college

Abstract

The purpose of this study is to determine the clothing preference and purchasing behaviour of undergraduate students of Blue Crest University College. This was a descriptive cross-sectional study involving 111 undergraduate students from the Blue Crest University College in Accra. A convenience sampling method was used to sample participants for the study using a close ended questionnaire. Descriptive statistical analysis was performed using SPSS. The findings show that the physical factors that influence the clothing preference of the students included the fitting nature of the cloth, the ease with which the cloth can be worn, the climatic conditions in the environment, the colour of the cloth and the fabric which the clothing is made up of the psychological factors influencing the clothing preference of the students included cultural factors, the role of the students in society, the peer influence around the students and the ability of the cloth to boost their self-confidence and the ability of the cloth to enhance the self-image of the students. Majority of the students noted that they vary their clothing preference depending on the amount of money that they receive. The study was conducted among the students of Blue Crest College in Ghana. The targeted population consists of all the undergraduate fashion students. According to the data from the registry of the Blue Crest University College, there were a total of 257 students in the 2021/2022 academic year. The researcher recommends that designers in the clothing industry in Ghana need to consider the factors that influence the clothing preference of students which mainly consists of price as well the perfect blend of practicality and style.