Mugalavai, V: Attitudinal and Normative Factors Influencing

Consumer behavior in the purchase of apparel products may have great influence on the outcomes obtained by the consumer. Judging the quality of clothing requires knowledge and skills during planning, purchasing and consumption. This factor has not been given a lot of focus and yet it is a concern raised by consumers of all ages. This study on its part targeted undergraduate students at Moi University to investigate the attitudinal and normative factors that influence the choice of apparel products, and the satisfaction derived from the chosen apparel with specific reference to sex, year of study and department of study. It was found out that both attitudinal and normative factors affect the choice and satisfaction of apparel among the respondents studied. The use of various attributes studied and the satisfaction derived from them in choosing apparel varied by sex, year of study and course of study to varying degrees. The knowledge and skills needed prior to selecting apparel were not highly utilized. Highly critical characteristics of apparel quality included color/print/, price, and fashionability of the product.